Advertising on Google Ads
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Why advertising on Google AdWords matters
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07 August 2015 by mg4z, in Uncategorized13 Digital Marketing Strategies for an Online Shop
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Frequently asked questions
When you search for a phrase on Google, at the top and bottom of the page you will see results marked with the word "Ad". These are Google ads, and they are different from the natural search results. Websites shown as ads in the results pay a fee for each click a user makes.
But is this kind of advertising effective? The answer is a definite yes. A Google ad is only shown when a user searches for your keywords — that is, searches relevant to your business. On top of that, you are only charged when a user clicks on your ad. Those two things are what give AdWords its exceptionally high return.
If you run an internet business, there is no doubt that Google advertising can increase your sales. That said, we have seen many times that advertising which is not managed properly does nothing but waste time and money. So if you intend to use this method to increase your sales, you should be sure of the expertise of the agency you work with.
To advertise on Google AdWords, the only thing you need is a website. Its extension must not be .ir, however. Any extension other than .ir is fine.
If your domain belongs to Iran, then in order to advertise on Google you will need to register a domain other than .ir and put your site up on that domain as well. Note that this domain must on no account redirect the user to your .ir domain — there must be an independent site on it. It is also a good idea to set that site to noindex, so that it does not appear in Google's natural results and does not interfere with your main site.
Be aware that if you redirect the domain, your site may be suspended by Google and you could spend several weeks trying to get it reinstated.
Google offers users two different kinds of advertising. The first, called Search Ads, are text ads shown within Google's own search results. The second are Display Ads, shown on the various websites that partner with Google, and these can contain multimedia content. Rata will be with you, managing both kinds properly
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What each click costs when you advertise on Google depends on a great many things. First of all, bear in mind that Google AdWords works as an auction. That means you compete with everyone else advertising on a given keyword, and your position is determined by that. If you take first place, for example, your ad is the first thing shown on the page.
But on what basis is that auction decided? Google uses two different factors to set your position. The first is the price you are willing to pay per click. The second is the quality of your ad and of your site. Note that ad quality matters a great deal to Google — so much so that it may show your ad first even though you are paying less than your competitors.
The last point to bear in mind on click costs is Google's auction system, known as second-price. Under it you never actually pay the price you set for Google; you pay only as much as it takes to stay above the person below you.
Before we explain this, note that your ad's quality is calculated separately for each keyword. That quality is expressed as a score out of 10.
Google measures an ad's quality on 3 factors:
Ad Relevance: if your ad is written so that it is relevant to the user's search, it scores higher.
Expected CTR: naturally, the more relevant and appealing your ad is, the more users click on it. Google therefore treats click volume as an indicator of quality for its ads.
Landing Page Experience: it matters to Google whether your website answers the user's need. So the more relevant the website and the longer the user stays on it, the higher your ad's quality score.
Our knowledge and experience have shown that good ad quality can make a remarkable difference. When an ad reaches a quality score of 10 it may take first position even at the lowest possible cost per click. That means your costs are halved or better, while the return on your advertising rises considerably.
Equally, your ad's quality score might come out at 2 or 3. In that situation, even if you are willing to pay a great deal per click, Google will still rarely show you in the top positions on the page.
We have a great deal of experience in Google advertising, so we know well which copy earns a good quality score on Google and attracts plenty of clicks. We can therefore raise the quality of your ad copy readily, by optimising it continuously. In practice our clients' ad quality is rarely below 7. For a higher score, though, the quality of your website needs to be good as well. So if your score is not where it should be, we can suggest changes to the website that will improve it and raise your score with it.
Google AdWords gives us ways of setting prices automatically — settings that will automatically win you the most clicks possible in a day, for instance, or always show you at the top of the page.
But unless a client asks for it, we do not use those automatic methods. They make the advertising harder to control and they spend your money faster. Instead we set the bid for each keyword in your campaign manually. That may cost us more time, but in exchange we are confident your Google advertising credit is being spent as well as it can be.
In our Google advertising service we always start with the bid at the lowest possible figure and wait for your scores to settle. Once they have, the cost of appearing at the bottom, the top, or even in first place usually falls. We then discuss Google's suggested bids with you and raise them gradually.
There are three types of keyword in Google AdWords:
Broad match: when you give Google the phrase "buy a book", you will be shown in every search Google considers related. With this method your costs and clicks are usually high, but the return on the advertising is lower — because you might also be shown on a phrase such as "buy clothes".
Phrase match: when you give Google the phrase "buy a book", you will be shown in every search that contains that exact phrase. You would appear, for example, on "buy a school book" and "book buying site". This performs much better than broad match, but to control it properly you also need to add negative keywords to your campaign — terms you do not want to appear on. If you do not sell fiction, for instance, you might add "fiction" as a negative keyword.
Exact match: here you target only the keyword you have chosen. Give Google the phrase "buy a book" and you will be shown on that phrase alone. This gives you the greatest control over your costs and your advertising, and your return is excellent as a result — though you receive fewer clicks.
Google advertising gives you access to a very wide set of settings. You can specify the times and days you want your ad shown. You can even set AdWords so that it reduces your spend at certain times — you might spend 50% less between 9pm and 9am, for example.
The second option Google gives you is device settings. You can limit your advertising to desktop, tablet or mobile, or even cap your budget on each of those devices.
Another option in Google is the age and gender of your audience. If your target market is only women or only children, for instance, you can limit your advertising to that particular group.
The last option worth knowing about is location targeting: you can limit your advertising to a country or a city. This option does not, however, allow you to target Iran.
Being first on Google depends on your quality and your price. Increasing the amount you pay generally makes first place possible. That said, Google usually increases how often you appear at the top of the page as a proportion of your spend. In other words, as your cost per click rises, you might appear at the top of the page 50%, 60% or more of the time, and lower down the page for the rest.
If the fault lies with Rata, the entire amount will be refunded in full.
If the fault lies with the client, then under Google's rules 30 per cent of the amount paid is deducted and the remainder refunded.
Equally, if after paying the client decides for any reason not to continue, the amount is refunded less 30 per cent.
Placing malicious code on the website, incorrect or misleading content on the site, and faults arising from the nature of the business itself (betting sites, Bitcoin, advertising follower-gain services on Telegram and Instagram).