2019 Google keyword search advertising skills

In fact, there are skills to optimize the number and type of keywords added.

When many of us first started running Google ads, we probably started with search ads. But after doing search ads, we might get frustrated because there were basically no impressions and no clicks.

Several possible outcomes:

First, not many people search for the keywords you are targeting, so it is normal that they are not displayed.

Second, the bid is too low. We know that search ads must appear on the homepage ad space in order to have traffic, but these spaces are basically occupied by other businesses, and you can only occupy them by paying a high price.

The principle of ad ranking: Google ad ranking cannot simply be achieved by bidding higher. Specifically, it is determined by five factors.

1. Bidding: Of course, bidding is very important. After all, Google relies on advertising fees to survive. How can it survive without making money? The more money it makes, the more comfortable its life will be. Many novices desperately increase their bids to gain traffic, only to end up losing a lot of money.

2. Ad and landing page quality:

The estimated click-through rate of your ad (the system will automatically calculate the estimated click-through rate of your ad when it appears in different positions) and the relevance of your ad (whether there is any correlation between the ad copy and the product title and the keywords placed) both represent the quality of your ad.

The landing page (the page of your website that users enter after clicking on an ad is called a landing page), the access speed of the landing page, and the cleanliness (whether there are pop-ups, whether there are wrong versions, etc.) are all very important.

3. Adding additional ad information: Let me emphasize again that when running search ads, additional information must be added. This will greatly increase the click-through rate. An increase in the click-through rate will increase the estimated click-through rate of the ad, thereby improving the ad's ranking.

4. User-specific search context: The system will display ads based on the user’s geographic location, search time, device type, etc.

5. Ad rating threshold: I don’t know if you have noticed that sometimes you see multiple ads when searching on Google, and sometimes you only see one ad or no ads.

This is not because no one is competing for this ad position, but because the Google system sets a threshold for each ad position. For example, if the threshold is 40 points, then only your ad with a score above 40 points will be displayed. Many ads may only have a score of 10 or 20 points when they are first posted, and of course they will not be displayed.

Several current "difficulties" in search advertising

The traffic is too expensive and the order-generating effect is not good. When running on Google, is search advertising still useful to us?

Of course there are. Especially for some high-profit products, search advertising is actually an important source of traffic.

Another advantage of search advertising is that the longer you run it, the lower the CPC cost per click will be. Later on, your ad ranking will stabilize and the CPC will also stabilize at a lower level. This is when the power of search advertising will be demonstrated.

Three key points to running Google search ads well:

1. Product competitiveness

The product itself is the most core step, and the competitiveness of the product is divided into price competition and quality competition.

If your price is competitive for the same product, foreigners will definitely choose it (don’t imagine that foreigners are too rich, most of them are also very cost-conscious).

For similar products, you should focus on differentiation, so that your product can be refreshing.

2. Landing page optimization

As we said before, the access speed, product description, and whether there is a product video are very important and necessary for the landing page.

Access speed: This is why many people choose the Shopify platform to build their websites, because the Shopify platform provides CDN global acceleration by default.

The reason why many novices are not recommended to use WordPress to build a website is that you don’t know many technologies to improve the website’s access speed. When buying a server, you only think about how to save money. In the end, the basic access speed of the website you build cannot meet the test, which wastes time and energy.

Product description: Product description is very important. My personal suggestion is to write a paragraph for each product, detailing the product's features, functions, materials, how to use, etc.

Product video: I have done a test on this, and the conversion rate of running ads with product videos increased by 30%, which shows its importance.

Product videos can help users understand in more detail whether the product is what they want, which can further dispel their concerns.

3. Keyword placement

Many novices don’t even know about the three types of keywords: broad match, phrase match, and exact match. They just add N keywords right away, thinking that the more keywords there are, the more traffic. But they are dumbfounded when they see the data results. They spend money but get no effect at all. The most important thing is that they don’t know how to optimize next.

In fact, there are skills in optimizing the number and types of keywords added, and it also requires a certain amount of patience to test. Click on the keyword tool to learn relevant skills.

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