Chapter 4: Using Google Ads
This is probably one of the most popular ways of buying paid traffic, it can also be very expensive if you are not careful. Let’s take a look at the best way to use Google Ads for your business.
Google Ad Words work on the basis of targeting specific keywords for your site. For example if you have a site on home improvement you would want to target your ad for a specific page on your site. Possibly on home improvement tools, by being more specific you have a better chance of increasing your traffic substantially.
When someone types in your keyword it will trigger the ad to appear in their browser. So make sure that your keyword list is relevant to all of the products or services that you are offering.
It is also important to remember that your keywords when triggered will appear on other Google properties such as YouTube and some of their partner sites like the New York Times. This could potentially be a huge source of additional traffic for you.
When you create your ad you are bidding against other marketers for the chance to have your ad show up in first place. This will depend upon how much you are willing to pay for the keyword. These costs can quickly add up which is why we stressed before about setting up a paid traffic budget.
Your goal is to pay the lowest price possible in order to receive the best position possible.
When looking for keywords you want to look for suitable groups of keywords and there is a specific section that you can use in the Google Keywords Tool for this.
You will want to create an ad group of keywords that contains anywhere from 5 to 20 words, all related to one another. When setting up your ad in your account you can specify your location as well. This works extremely well for local stores. For example if you owned a flower store your ad group may look like this:
This is not always as easy to set up as you might think and Google has something called a Contextual Targeting Tool to help you out. Log into your account at: https://adwords.- google.com/
Click on Tools and then navigate to Contextual Targeting Tool
Simply enter relevant words or phrases which describes your product or services. The tool will display a list of grouped keywords which are relevant.
To see where your ads may appear if you selected one of these keyword groups simply click on the View Predicated Placements button.
Ad Group: Flowers
Keywords: roses, carnations, valentine’s day flowers, flower store, Toronto flower store etc.