Adwords by Google lets you build ads that appear at the top of search results. It’s great because you are serving ads to people who are already looking to buy something similar to what you are selling. For example, if someone is searching for a Unicorn t-shirt and you happen to have one, your adwords ad will show up the top of the search results and it’s plain sailing from there. In this blog we take a look at how to start with adwords and look at some helpful hints plus potential pitfalls, so you get off to a great start with your Google campaigns.
With Google Adwords, you can build an advert in text or image form and make it show up at the top of Google when someone searches for something. Ads show up at the top of the results. It might be worth going to search for something, perhaps the type of t-shirts your brand sells, and have a look and see if you can see the ads. You can decide what you want to pay depending on the outcome you want: You can pay for views, or let google optimise your ad based on what they think you want – but we recommend setting your budget around how much you want to pay per click. If the cost of a click is lower than your profit on Teemill per click, you are in a seriously good place: Imagine owning a machine where for each penny you put in, you got a pound back.
That 100:1 money-making dream is more likely to be a constant tweaking game to get to say, a respectable 3:1 return on ad spend (ROAS). Paying ads can be awesome and also requires careful thought.
The tech is powerful, and power works both ways. You can unlock new ways to make massive amounts of profit, but you must plan well to avoid unlocking new ways to make a loss.
It’s important to tread carefully and take baby steps, planning carefully before you commit your cash to cost per click. Before even considering ads, it’s important to have your site looking great. Make sure your site and designs look awesome and you have compelling product descriptions before starting.
Sometimes you can find Adwords coupons online for a free trial. We’ve heard of people receiving them through the post when they set up a google business account or page, for example – but their promotions change regularly – It’s well worth a Google to get some free AdWords credit to learn with.
Focus on what is not the target
To turn a huge boulder into a statue you just chip off all the pieces that don’t look like the statue. That’s a pretty good way to remember how to not lose money on cost per click ads. Just get rid of all the search terms or dud ads that lose you money, leaving you with the profitable ones.
It is a good idea to make one ad per product. That way you can really narrow down what people are searching for and see which ads are working for you.
With AdWords we try to exclude clicks that don’t make money leaving only serious buyers. For example, many folks are tempted to aim for a wider audience in the hope that at least some of them will buy. In reality, your cost per conversion (the amount you spend in clicks per sale you make) will be so high, you won’t make a profit overall. So if it’s not exactly what the person is looking for, don’t bid on the search.
Here are some examples of how:
- Use exact match search terms or be specific.
- Running ads 5pm – 11pm only
- Show remarketing ads to previous visitors
- Show the price in the ad, before they click
There’s loads of more detailed stuff you can learn in the Adwords learning centre, so we’ll continue to focus at a strategic level. To get started, go get yourself an Adwords account and connect it up to the Teemill Adwords app and then go back to Adwords to create your new campaign.
Choose the correct ad type
Product Listing Ads (PLAs)
These ads show right at the top of the search results page and display pictures of specific products that match the customer’s search term. The visual nature of these ads is incredibly powerful – your designs can speak for themselves. The downside is that you can’t control which products appear for specific keywords – or if they’ll even appear at all. Google make their decision based on the product name and description, so you’ll have to put in extra effort to make them top quality before you start. PLAs are super easy to set up – simply link to your product feed via the Adwords app in Teemill.
Text ads on the search network appear just under PLAs but above organic search results. They can give more control – you can write an ad to be displayed on a specific keyword for a specific budget. It takes more effort than PLAs, but the opportunity is there to find a keyword & ad combination that will earn you an insane ROI.
Lastly, content-based ads on the display network, like banner ads, are images that can be placed on other websites that sign up to Google’s AdSense program. You can select a website that your target demographic uses, and bid to have your banner displayed.
In our experience, the content ads are best used with a “content remarketing” model where they are only displayed to customers who have visited the site, and only after a time delay.
Sometimes in business, you’ve got to spend some money to make some money and of all the marketing expenses, the opportunity to target people specifically searching for what you are selling is up there with all the best ideas. Cost per click advertising is a sensible strategy if done right. Make sure your site is really high quality first and when you do commit to ads, set yourself a budget you can afford to lose – but treat it like every drop counts, so design ads to be really narrow, specific and target the search phrases that really accurately describe the product you are selling.