For many, the thought of creating Google Search ads can feel overwhelming. Maybe you’re not sure how they work and you don’t want to waste money trying to figure them out. But what if you could ease that sense of overwhelm by knowing how to create Google Search Ads that cost-effectively drive the right traffic to your website?
We recently hosted a webinar where we discussed how to create Google Search Ads designed to grow your business. A few highlights from the webinar included:
What Google Search Ads are and how they work
How to create, maintain, and manage Google Search Ads
Tips and strategies for getting great results
In this post, you can watch the webinar in its entirety and read some of the questions asked by our attendees. Interested in our free, future webinars? Sign up here to stay informed!
How-To
How is using Google Ads through Constant Contact different from going directly to Google to set up ads?
Google Ads by Constant Contact is a powerful tool that is perfect for those who are starting out with online advertising and want a simple, easy way to help find new customers through Google searches. Whether you’re looking to drive traffic to your website or promote a limited-time offer, our tool creates an ad to help get the job done.
Where do I select the date range of my Google ad? Can I edit the ad or pause it?
Selecting a seasonal promotion or limited time Google ad allows you to set a date range with a start and end date. If you need to edit an active Google ad, you can do so by viewing Campaign Details although you cannot make edits to the webpage or the duration of the ad once it is active. You can also pause your ad.
Can I use multiple keywords when creating my ad?
Absolutely! After you input a website or your business category, we suggest keywords based on the information provided and what people are already searching for in your locations. You can select what fits best and manually add additional keywords. For best results, we recommend you select all the keyword results.
I work for a company that offers several services. Would I create multiple ads for each division?
That’s a great strategy. You can create separate ads for different services and set the budget for each one.
We run lots of events and programs and want to use Google Ads to get more registration. Can this be done?
Sure! You can use the ad to drive traffic to a page where you have your events listed or do a limited-time ad to promote a special event. We suggest reviewing our best practices for creating an effective Google Ad and make adjustments to your keywords based on what type of event you are promoting.
How can we target different states? What if I want to have the ad narrowed to a zip code, instead of a city or town?
During the ad creation process, you can select up to ten locations. You can also adjust the radius if you want to target a very small area but it’s worth keeping in mind that this also limits the number of people who see your ad. Think about who you want to target and how local you want to be.
What are the average rates for cost per click (CPC) and click-through rates (CTR)?
This depends on the industry that you are in and what keywords you are using. If you use a keyword that others use, such as “coffee shop”, you may find that your CPC is higher than you would like it to be. If you are a local business, we suggest using longer and more local keywords like “coffee shop in Waltham” that can bring down the CPC and improve your CTR. Although you are now targeting a smaller audience, the ad is more relevant and can drive more traffic to your business. Once your ad is up and running, you can review both of these rates over time through the results for your Google Ad and adjust your keywords or budget if needed.
Can I use an ad to drive traffic to a Facebook business page instead of a web site?
You can but it’s important to keep in mind what someone sees when they click on your ad. View your business page on Facebook. Do you have the correct contact information displayed on your page? Do you have a clear call-to-action? You may want to consider creating a web page if you find that a Facebook page may not be the best experience for your next potential customer.
Billing
Is this service included in my current CC subscription fee or is there a separate cost?
All paying customers regardless of their plan have access to create and use Google Ads. Billing is done through Google Ads so there is no additional cost on top of your monthly bill.
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We had so many great questions from our attendees that we had to come back do to another quick video and cover even more topics, including how to target the right audience, CPCs (cost per click), and keyword planning. Check it out and let us know what you think.
Note: Any links we provide from non-Constant Contact sites or information about non-Constant Contact products or services are provided as a courtesy and should not be construed as an endorsement by Constant Contact.
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