Location is a determining factor in the sales flow of a physical store. Similarly, for an e-commerce site, being well-ranked in search engines is essential to gain visibility and consequently attract more customers. In other words, the better positioned you are on Google, the better your revenue will be.
Adwords is a system that offers different types of paid ads highlighted on Google search pages. It works like an auction where the bid amount, the keyword, and the quality of the ads determine the positioning of the address in the sponsored results.
Bids
When creating a paid ad, you can choose what the initial bid for the campaign will be. There is no exact amount to invest, but when it comes to e-commerce, it is recommended not to start with a very low bid, as the online platform is your workspace and the only way to reach customers. Generally, the higher the investment, the greater the return.
The performance of campaigns can be monitored in real-time through the various metrics available on the Adwords platform, such as click-through rates, conversion, and bounce rates. The efficiency of the campaign starts to be measured from the moment the user types the keyword until the moment they perform, or do not perform, the action expected by the advertiser. Being attentive to these numbers is essential for optimizing future campaigns and better positioning yourself against competitors.
Building a Good Campaign
Google Adwords displays your ads based on keyword searches and their relevance. Choosing the right keyword is the factor that most differentiates an ad, and relevance can also be defined by the amount paid and search volume. The higher the search volume for the keyword, the better the ad ranking.
A good keyword should be as specific as possible to differentiate itself from competitors in generic searches; however, the terms should not contain more than ten words to avoid becoming excessively broad. Long-tail keywords are always preferable, but it is necessary to know how to size them. The appropriate limit is what will make the ad influence the right audience, those with the highest likelihood of having real interest in the brand or company, after all, that is what they were looking for.
With Adwords, targeting this audience is simple, as it allows you to direct sponsored links according to geographic location, device, and language.
How to Use Adwords
To advertise with Adwords, you need to create an account on the platform, enter your email address, and link the website of the company for which the campaign will be made. This way, the ads will be displayed in the chosen region, and the billing will be done in the local currency of the contracting country, which can be paid by credit card, debit, or bank slip. Then, just configure the campaign and choose the bid amount per search. It is also possible to choose the automatic bidding option, where the system sets the most appropriate daily budget for the campaign.