When are we ready to carry out a Google Ads campaign?, can you launch an Ads campaign just because it is well planned, with its well-chosen keywords and its correct structure? The answer is a resounding NO.
In this post we are going to focus on what should be taken into account before hiring and / or launching campaigns in Google Ads, since contrary to what it may seem, the best campaign in the world can end up giving catastrophic results if certain steps are not followed before and aspects related to the landing page to which we are going to direct users, and in general to the entire website, are properly valued and modified.
Table of Contents
1. First of all: be clear that Google Ads is an advertising tool
Google Ads alone doesn’t sell,its purpose is to bring the best possible targeted paid traffic to your website. This is something that must be very clear. It is something similar to a “virtual public relations” that could select people who already start from an interest in what you offer, and charge you for each person who takes you to the store (cost per click). What determines whether or not you sell is your website.
Public relations can take you to hundreds of people, that the fact that they end up buying you or not, will no longer depend in any case on the advertisement or how well directed it is, but on what they find when entering your store meets their expectations and decide to buy, reserve, contact… of course. So you should distinguish well between these two types of traffic:
–Targeted traffic:it is the one that is looking for just what you offer, and it is achieved with ads.
–Quality traffic:it is the one that ends up meeting the established objectives, and is achieved with a landing page and a well-worked website.
Therefore, you must be clear and crystal clear that Google Ads is based on driving directed traffic to your website, and that the fact that that traffic is of quality or not will be determined by your website.
Starting from this basis, you should keep in mind that before launching anything, your website must meet a series of points or requirements that we have summarized in 6 steps.
2. The 6 steps you should follow before thinking about Google Ads
2.1. Take a user test
The user test consists of simply taking a certain number of people, minimum 10 (if it can be your type client) and making them browse your page to get their feedback and make the relevant modifications. It is very important to carry out this test to minimize risks and uncertainties regarding the behavior of the users who are going to enter your website, and in order to see that they “behave well”, that they do not get disoriented, that they find the content readable, interesting, that they do not leave the page soon … and of course the fulfillment of objectives is made as simple and bearable as possible.
2.2. Make sure the website is tailored to your target audience
That is, address the type user who buys you and follows you, in the best possible way. Presenting your design, products/services as directed to it as possible. The way you write, the font size, the location of the elements of the page and all aspects of design and functionality must be very careful and prepared to be able to advertise yourself with all the work well done.
2.3. Check that there are no failures or major pitfalls
Such as empty categories, or “we are under construction”; if you are going to advertise do it well. It would be as if they open a supermarket and people find empty shelves in the aisles. This should not be allowed, let alone launch a campaign from an unfinished website. If there is something under construction it is omitted, but no unfinished or unfinished sections are presented, let alone paying for users to see it.
2.4. Optimize your page’s loading speed
Essential for SEO, but it is also for SEM, it affects the statistics of the main indicators that will position your ads better or worse.
2.5. Do not overload the pages with text
This is a must. We have known for years how users read, fast and to the point; this is about getting them to meet a goal, and if that goal takes them 10 minutes reading, we have a problem. Users are increasingly impatient, we want as much information as possible in the least number of words, so it is always better to be concisive and not “fill with straw” the pages of your website and of course the landing to which you direct them.
2.6. Analyze what leaders in your industry are doing
They’ve probably invested in analytics and studies to do things the way they do, and that’s why they’re leaders, because they know how to do things and they get results. Take advantage of it. Look at their websites, what they do, how they do it, is there any pattern that is repeated in all or most?, analyze them exhaustively and you will get many keys to success so that your website is perfectly prepared to start working properly and meet your business objectives.
3. Be clear about the objective you are pursuing and how much Google Ads can help you achieve it
It is an evidence that any individual or company that wants to carry out an Ads campaign does so because it wants to see the fruits of its investment materialized, but before deciding to invest, it is necessary to analyze what exactly is being sought, what kind of business we are talking about and what the business needs at the moment:
If we are a recent company,it is convenient to work the notoriety,make yourself known, as much as possible at low cost.
If we are already somewhat consolidated,we can already work on a more direct and targeted advertising.
If we want to work on the engagement or company-client link,we can carry out actions on the website aimed at it, or use advertising platforms more focused on this purpose such as Facebook Ads to work more with qualitative than quantitative data.
According to these criteria, it is then when having your website clean and your objectives established, it is time to talk about budgets, types of campaigns,
and to contact experts in google ads who advise you as best as possible or to carry out your campaigns yourself.