Online advertising lets you target people who are actively searching for your products and services.
The power of online advertising:
- Targeted
- Measurable
- Active
Pricing models
- Cost per impression (CPM) -> might be better for visibility / brand awareness
- Cost per click (CPC)
- Cost per acquisition (CPA)
Advertising online also gives a lot of data about your customers (research).
Ad types
- text… very powerful
- image… better for brand awareness, not so much direct action
- video
- rich media… good for engaging the user
Where ?
- Google search network
- Google search and other properties
- always text ads
- keyword targeted ads
- meat of advertising
- Google display network
- target the website
- target the audience
Campaigns and ad groups… be organised !
Keyword research
- speak your customers’ language (careful of internal jargon)
low fares vs cheap flights
per-owned vehicles vs used cars - “it’s not what you think, it’s what everyone else thinks”
- first focus on:
- frequency (search volume)
- relevance
- competition (cost)
Match types
- broad
– default for all keywords
– broad reach
– can waste money if not done properly - broad match modifier
– example: +athletic shoe
– the keyword directly following that plus sign has to appear in the user’s search query exactly as targeted, or as a very close variant
– good to reduce the reach of broad match (and still be flexible) - phrase match “athletic shoe”
– has to appear in that order but can have keywords before or after - exact match [athletic shoe]
– only appears when user searches for the exact keywords - negative keywords (very important)
– campaign or ad group level
Keyword research
- focus on these together:
- frequency (search volume)
- relevance (specific keywords are better)
- competition (cost)
- Keyword Planner (can be great for SEO too)
New campaign: text ad on search network only
- good naming: SRCH-EN-CA-Organic
- all features
- networks: start without the search partners
- locations: it depends… can be used to exclude locations too
- languages: only one per campaign
- bid strategy: start with automatic bidding with CPC limit
Writing effective text ads
- be clear and specific
- include details like pricing and promotions
- make sure to use a call to action
- try to include keywords in the ad headline if possible
- use the display and destination URLs to your advantage
- write specific landing pages