Google search ad tutorial
Many of us started running Google ads, probably starting with search ads, but after doing search ads, we might be depressed because there's basically no show, no clicks.
Several results are possible:
First, the keywords you're targeting don't have too many people searching, so it's normal not to show them.
Second, the bid is too low, we know that search ads must have traffic must appear on the front page of the advertising location, but these locations are basically occupied by other merchants, you only pay a high price to occupy the pit.
How ad ranking works: Google's ad ranking is not just about high bids, it's about five factors.
1, bid: Of course, the bid is very important, Google after all, is relying on advertising costs to survive, do not make money how to survive, earn more money of course live more moisturizing. Many nods are desperately trying to raise their bids to get traffic, only to lose ground chicken hair.
2, advertising and landing page quality:
The estimated click-through rate of your ad (the system automatically calculates the estimated click-through rate of your ad's presence in different locations), and the relevance of your ad (whether there is a correlation between the ad's text and the title of the item and the keyword you're serving) represents how good your ad is.
Landing pages (where users click on ads to enter your site page is called landing pages), landing page access speed, cleanliness (there are no windows, no wrong versions, etc.) are very important.
3, the addition of ad extensions: here again, run search ads, add-ons must be added, click-through rate will increase a lot, click-through rate will increase the estimated click-through rate of ads, thereby improving the ranking of ads.
4, user-specific search situation: the system will be based on the user's geographic location, search time, device type, etc. to display ads.
5, advertising rating threshold: do not know whether you have not found, sometimes in Google search to see multiple ads, sometimes see an ad or no ads.
This is not because no one to compete for this advertising location, and Google will set a threshold for each ad location, such as the threshold is 40 points, then only your ad score of more than 40 points will be displayed, many ads when the score may be only 10 points, 20 points, of course, will not show.
Several "dilemmas" in search ads at present
Traffic is too expensive, the effect is not good, in running Google, search ads for us in the end there is no effect?
Of course there are, especially for some high-margin products, search advertising is actually an important source of traffic.
And search ads have the advantage that you run longer, slowly the cost of a single click of the cpc will slowly come down, to the back of your ad ranking will be stable, cpc will also stabilize at a lower level, this time is the search ads show power time.
Run google search ads with three key points:
1, product competitiveness
The product itself is the most core step, the competitiveness of the product is divided into price competition and quality competition.
The same product your price is competitive, foreigners will certainly choose (don't think foreigners are too rich, most foreigners are also very careful).
Similar products, to be the main difference, so that your product can be refreshing.
2, landing page optimization
Landing page we said earlier, access speed, product description, there is no product video is very important and necessary.
The speed of access: That's why many people choose the shopify platform to build the site, because speed this shopify platform is the default to provide CDN global acceleration.
A lot of new people why not suggest to use wordpress to build a website, is that you have a lot of technology to improve the speed of website access do not understand, buy a server only think about how to save money, and finally build out the basic speed of the site can not pass, waste time and energy.
The product description: Product description is very important, quite important, personal advice is to write a paragraph on each product, detailed product features, functions, materials, methods of use and so on.
Product video:This I have done testing, put the product video running ads, conversion rate increased by 30%, visible importance.
Product video can give users a more detailed understanding of whether the product is exactly what they want, can further dispel their concerns.
3, keyword delivery
Many nods even widely match, phrase matching, exactly match these three types of keywords do not know, one up to add N keywords, I thought the more keywords, more traffic, but see the data results on silly eyes, money spent, the effect is not at all, the most important thing is not know how to optimize the next step.
In fact, the number and type of keywords added, how to optimize are skilled, and need a certain amount of patience to test, due to limited space, look at the later time to write specifically.
September counseling offer: September to participate in counseling, unified tutoring time from three months validity period extended to six months, interested children's shoes can contact me WeChat!
Go to "Discovery" - "Take a look" browse "Friends are watching"
sent to have a look