In my previous post, I have written about the structures in Google AdWords. After knowing the structures, we start off with the basics of AdWords advertising - search campaigns.
When is search advertising relevant?
Let’s say you do plumbing services. Your services are needed
when they are actually needed, so you don’t need to advertise on big banners or
cinema screens. What you need is for your services to be found when people
Google “Plumbing services near me.”, “Pipe leakage repair call now”, “Drainage
system installation services”, “How to repair a clogged kitchen pipe” and any
other relevant Google searches.
At this point, search advertising from Google AdWords are
highly relevant for your business when you only need to pay when people click
on your ads, which means, you are not charged for every time your ad shows. You
only need to pay when someone clicks on your ads. If you advertise in
traditional business directories in print, they charge you for putting your
advertisement occupying a certain size area, and higher if the ads are in
color.
On Google, you can choose to only pay for each click, and if
you optimize your campaign well enough, each click could cost you only RM1.00
or less! Which means, you could get yourself a plumbing job earning you RM50.00
or more for the advertising cost of RM1.00!
Moving on, let’s see how using relevant keywords can help
you get the most out of advertising through Google AdWords.
The Keywords
Certain words in these Google search queries, which we shall
call search terms from this point onwards, can be critical keywords for your
business. When these keywords are added to your campaign, into any relevant ad
groups, your advertisements will show up when someone searches with that
keyword.
As an example, for the ad group “Leakage & minor
repairs”, I might add keywords such as:
- water leak repair
- clogged drain
- pipe leak repair
- plumber services near me
...or other terms that people might search for when in need of
simple piping repairing. These extra keyword ideas could be obtained from the
Keyword planner, which gives you new keyword ideas based on the number of
average monthly searches from Google’s magical database and even suggested bids
for those keywords.
Even when adding these keywords, I have several formats that
I can adhere to. There’s the general & broad format, using broad modifiers,
phrase match & exact match. How do they differ? Let’s use the keyword ‘clogged
drain’ to explain the formats:
- clogged drain
- That’s the broad match format. No modifiers, no extra punctuations, just the word itself. Any search terms with words just remotely similar to ‘clogged’ or ‘drain’ will trigger an ad from the ad group. As an example, perhaps the search term ‘stuck water drain’, ‘draining hook’, ‘clogging solution’, ‘clogdrain’ or ‘clogging drains
- +clogged +drain
- The broad modifier allows for the ads to show up when the words are synonyms with each word. As an example, ‘jammed sewer’ or ‘clogging drains’, ‘drain clogged’ can still trigger the ad, but not ‘draining hook’.
- “clogged drain"
- The phrase match modifier only triggers the ad when it’s in this phrasal order & the word’s close variants. I can find this ad if I search ‘clog drain’ or ‘how to clear a clogging drain’, but not ‘drain is clogging’ or ‘drain clogged'.
- [clogged drain]
- The exact match follows exactly what the keyword says and the phrase’s close variants. While ads may show for ‘clogged drain’ or ‘clog drain’, the search terms ‘deep clogged drain’ or ‘clogged drain service’ won’t trigger my ads.
To summarize, these are the available modifiers for your keywords, which you can manipulate to make your ads appear more often for broad & general keywords, or to make your ads appear only for a very niche industry so that the clickthrough rates are high. Keywords are what I consider as the backbone of CPC advertising, since the ads rely heavily on them.
All these information & procedures might sound tedious
to go through, and so here comes the shameless self-promotion. I do work in
this sector afterall, and so if you want to know more about how Google AdWords
can help you or perhaps if you are thinking of signing up for AdWords services,
our company provides this service where we plan, run and optimize your
campaigns for you so that your potential clients can find your business
whenever they are looking for you! You can sign up at this link so
that we can provide you with more information or help guide you through the
process.
You can read back on other posts related to Google AdWords here:
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