Galley Creative Group

Google Ad campaigns are a sound interactive marketing strategy if (1)the keywords are well chosen, (2) the budget is comfortable, (3) the analytics are used to make decisions, and the (4) the campaign is managed well. Given those qualifiers, a google ad campaign is an incredible supplement to traditional and interactive marketing. Whether you measure success by conversion to sales or by increased web traffic, you will get results. Read moreThe best way to begin a Google ad campaign is with a clear understanding of a few key concepts and terms:

1. SEO; to build search engine optimization, you need to have searchable content which includes strong keywords and rich content to drive qualified volume to your site.  With strong SEO, a website has a higher ranking, so when someone is searching for your service or product, your website appears early in the search. Search engines search, specifically, for authorities in the industry; they look at activity, keywords, content, and who links [and with what credentials] back to your site.

2. PPC or Pay Per Click advertising [Google Ads, for example] is designed to either generate traffic or convert to sales.

3. SEM or Search Engine Marketing is used to increase effectiveness of your ad. SEM includes benchmarking or looking at what competitors are doing; goal setting to include the design and analysis of the ad; keyword research to select the best words to both increase traffic and sales; the quality of the landing pages you build to match the keywords; and evaluation of analytical reports.Before you begin designing the campaign, in creating the ad and selecting the keyword, it’s important to know the ranking formula used by Google Adwords:

• CTR or the frequency of your adwords Click through rate
• Relevancy or how well the word matches the ad content
• Quality of Landing Page; how well the page matches ad content and keyword
• History; how successful the keyword has been for competitors

With a clearer understanding of SEO, a comfortable budget for PPC, and sound SEM, you are ready to begin campaign design. Some businesses manage their campaigns internally, others use qualified agencies, but whatever method you choose, given the amount of energy needed, it helps to remember the benefits of a google ad campaign, or any PPC campaign:

• Because you are being clicked, you know, with reasonable assurance, the visitors are interested and are qualified potential prospects.
• You control the budget completely.
• You can accurately target the individuals and groups you seek.
• In reviewing the analytics reported, and making adjustments accordingly, you are controlling the performance.

You don’t need to use Google to practice PPC strategies; it’s just one of the best.