Best Tools To Set Up Google Ads – By Pawel Kijko

by Sara Szado on August 21, 2019

Imagine you’ve set up your first online store. What’s the next step? Advertising. But you don’t know how to do it and you can’t afford a marketing agency. So you need to try to figure out how to create an advertising campaign on your own.

You need to know that an effective Google Ads campaign consists of two stages. The first one is bringing traffic to the website. It means using different channels to attract users who might become your potential customers. Ideally, it’s that easy, but very often the target audience doesn’t make a purchase during their first visit on the website.

That’s why there’s a second substantial element, remarketing. It’s the process of reminding customers about your products. The statistics clearly show that a client acquired by remarketing generates lower costs than a new client brought to the website by an online advertisement.

Following this two step process is the most effective way to optimize Google Ads. That’s why you need to equip yourself with the tools available to help you to set up a campaign. If you own an online store, it’s recommended to focus your attention on Google Shopping ads and targeting specific keywords in Google Search results.

Make use of apps like Heraldbee, which allow you to start a Google Shopping campaign in just a few steps. Another option, specific for Google Search, is using a Keyword Planner which is part of Google Ads. There’s no easier tool to create ads based on the popularity of keywords.

Ok, you’ve covered bringing traffic to the website. Now don’t forget about remarketing, which takes advantage of the cookies collected during the first stage. I recommend you to install ROI Hunter, a tool designed for advertising products to customers who visited your website previously.

Some other essentials about running ads to bring in prospects. Don’t advertise products without demand or for products not available on your website.

Also, don’t focus on catchy keywords just because you like them. Analyze and adjust the content of your website so that it matches the search engine queries and the text in your ads. It will positively affect the quality score and ads relevance evaluated by Google, and thereforethe costs of a click and a whole campaign will be lower.

In the end, advertising should be a constant test. Regularly check which ads yield the best possible results. You can’t test too much. Always presume that your best campaign is still ahead of you.

Pawel Kijko is an Internet Marketing Consultant. Personal site: Promoter of the Remote Work. This article appeared in issue 47 of FeedFront Magazine, which was published in July 2019. Visit here for the full edition.

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