Frequently Asked Questions On Launching a Google Ad Campaign
Google Ads are considered a significant part of any digital marketing campaign.
However, despite the importance of this PPC advertising, there is a lot of ground to cover for marketers and businesses before launching an expensive campaign. And unfortunately, they don’t cover all of it.
They focus on the basics: keywords, budget, flashy text, a cool call-to-action, and hope for the best.
It’s only after their campaign crashed, delivering no results – do they seek and ask about this vitally important information.
In hindsight, if they had this information at the start, it could have changed the outcome of their campaign.
So, we’ve made it easy for you. Below are some most frequently asked questions that arise when launching a successful Google Adwords campaign.
What’s Ad Rank, and how do I improve mine?
Much like SEO, the purpose behind Ad Rank is to encourage users to optimize their ads to increase their ranking. The better you optimize your ads, the better you’ll rank.
Several key factors determine your ad ranking:
Keyword relevancy, such as using targeted keywords to match your user’s query. This also includes using negative keywords on the side.
Optimizing ad text and landing pages, which focuses on improving your ad text and landing pages to reflect your keyword, service, or product better
Quality score, which is “Google’s evaluation of the quality and relevance of your ad to the audience you’re showing it to”, and includes “factors like CTR and past performance.”
Expected clickthrough rate (CTR) of your pay-per-click ads, which means the potential number of clicks you might receive when discovered on search engines by users.
Improve all these factors, and your Ad Rank will increase, resulting in more conversions and a better return on investment.
You mentioned Google Ads’ Quality Score. Why does it matter?
Let’s explain Quality Score in more detail so you can understand its importance.
As stated by Hootsuite, “Quality Score is an estimate of how relevant your ads, keywords, and landing pages are to a person who sees your ad. Higher Quality Scores typically lead to lower costs and better ad positions.”
So, if you were to use keywords or phrases that are not found to be relevant to the search topic, you’ll pay for it by lowering your ad ranking and conversions.
In other words, if your ads have a higher Quality Score, you’ll be rewarded with higher Google Adword rankings and increase your chances of conversions.
And that’s why Quality Score is a vitally important part of the Ad creation process before launch. Failure to recognize it will only lead to worse outcomes for your Google advertising campaign.
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What is a Good Quality Score?
The Quality Score is ranked traditionally, from 1 to 10. But the quality of the score depends on what kind of keyword you are working on.
For example, if you want to rank for branded keywords (keywords or phrases used by potential customers of a business to seek more specific information about a brand’s products or services), then anything between 8 to 10 is considered a good quality score.
In other cases, high searched keywords with a score between 7 to 9 are also considered favorable, as it is a 7 if you were to search for low volume keywords. It all depends on the keywords you’re using for your Ad campaign.
So, how do I improve my Quality Score?
Improving your Quality Score starts with an in-depth analysis of your Ad before launch. Make sure you consider the following factors – as stated by the Hootsuite comment above – when reviewing your Score:
The relevancy of your keywords and text in your Ads
Your potential clickthrough rate, based on your historical performance
The quality, user experience, and optimization of your landing page
Now, it’s time to improve all these factors. Here’s a quick breakdown of how you can do it:
Use better keywords and phrases that are relevant to your users’ buying intent. Extensive keyword research can prove crucial here. This also means matching the keywords to the correct terms within your ad text. The wrong keyword can mess up your campaign and affect your score. You can learn more about writing quality ad copy with our piece here.
Improve your CTR by making your ad more compelling to your target audience, highlighting the benefits of your product or service, creating a specific call-to-action, and being clear in your ad text about what you want the user to do.
Updating your landing page to ensure it has enough content, clear messaging, faster load times, has the right keywords and phrases, easy navigation, clear call-to-action, and is mobile optimized. This also means linking to the right page for your Google Adwords, be it the homepage, service or product page, or specialized designed page for your ad.
The most important thing to remember is that you can’t just improve on one of these factors – you have to improve all of them.
As explained by Dyno Mapper, “It is not just one or two factors that you need to work on to increase your score. You should work a little bit towards each of these factors so that you can see an increase. Once you know what it is you need to look out for, you can begin to make changes towards raising your score.”
This is your best route to improving your Google Ad Quality Score before launching your new campaign.
I’ve heard about different types of keyword matches. What does that mean?
Okay, for this explanation, it’s best to go straight to the experts themselves: Google.
“Keywords are words or phrases that are used to match ads with the terms people are searching for. The keyword match types dictate how closely the keyword needs to match with the user’s search query for the ad to be considered for the auction. So you could use broad match to serve your ad on a wider variety of user searches or you could use exact match to hone in on specific user searches.”
In layman’s terms, it’s about how closely your keywords and phrases match with relevant search terms by users.
Right now, there are three different types of keyword matches, each with its pros and cons:
Broad Match – The default Google Ad type. As described by Digital Balance, “broad match lets a keyword trigger your ad whenever someone searches for that phrase, similar phrases, singular forms, plural forms, synonyms, misspellings, relevant variations & other related searches.” While it does reach a wider range of people, it does lead to a lot of unnecessary clicks, which can waste your budget.
Phrase Match – This happens when “a user types in the exact phrase or the phrase” but has words before or after the search query. An example would be: “buy football shoes”. While it allows a high degree of control over the search query and more specific audience targeting, it’s very niche and difficult to reach a wide audience. It’s best for niche products and services.
Exact Match – Search inquiries that match the keyword or phrase in every exact way. We’re talking about proper spelling and capitalization. The downside? You’ll have a very low range of people searching for it, but people that you do find will most likely be converted.
Choosing which keyword match depends on your target audience, industry, and keyword.
What are negative keywords in Google AdWords?
Another common question, and once again, it’s best to go right back to the experts:
In other words, terms, words, or phrases that can impact your search results can be added, streamlining your Ad ranking and performance.
A primary example would be if you “free” as a negative keyword. Any searches from then that include the word “free” alongside your keyword, your ads will not appear.
This is crucial for launching your campaign as you can eliminate waste inquiries. It can significantly improve your ads, preventing you from blowing away your daily budget on unwanted clicks and getting the traffic you want.
I’m assuming that tracking my conversions and traffic can help me know what’s working. How do I do that?
You’re right – traffic and conversion tracking are crucial to determining the success of your campaign. If you’re set up the right parameters (based on the above information), you can now determine if your Google Adwords are delivering the results you expect.
When it comes to the tracking itself, there is one concrete way to do it:
Google AdWords will provide you with a tracking code to implement on your website to track any phone calls, purchases, or clicks that come through. You can modify it, so it works for your metrics, call-to-actions, and website platform.
This process can be difficult, so it’s best to follow this guideline from Google:
When the code is installed, you’ll be able to access information through Google Analytics to determine how your AdWords are performing. From there, you can make adjustments to ensure your Adwords campaign performance is on the right track.