Running a great campaign takes patience and effort.
Which is another great reason why working with a smart company can help.
Use Remarketing to Connect With ‘Warm’ Prospects
It’s easier to sell and persuade someone who’s already familiar with your brand.
Remarketing is a great way to market to ‘warm’ prospects who are more likely to buy your product or service.
After you’ve spent time building awareness about your brand through social media marketing, content marketing, email marketing, etc, you can use remarketing ads to share an offer with people who’ve already visited your website or interacted with your brand in some way.
If you have a product for sale, you can create a special discount offer.
If you have a service, you can offer a free trial or consult as a way to build trust and show them how your services can benefit.
You can also send an offer without a discount or free trial of any kind.
Play the Long Game on Social Media
When it comes to social media marketing tips, the best tip is to use the platforms consistently for a long period of time
This isn’t the sexy answer, but most of the effective strategies in business and life are simple.
How much are you charged for a click on your AdWords ad?
It seems like a simple question, right?
You have probably heard of the phrase “pay-per-click” (PPC advertising) and it makes sense for the most part, especially as a compliment to SEO services.
Your advertisement shows up on Google and you pay each time someone clicks on it.
But how does Google determine how much you spend each time someone clicks on your ad?
In today’s post, we’ll provide a simple explanation for how Google AdWords works.
By the end of this post, you’ll know how you’ll be charged for ads, the different factors that affect your budget, and insights you’ll need to create your own successful Google AdWords campaign.
Factors That Affect How Much You’re Charged for a Click on Your AdWords Ad
Before we dive into specifics on using the Google AdWords platform, let’s talk about some of the different factors Google uses – either directly or indirectly – to determine how much you’re charged when someone clicks on your ad.
In essence, Google AdWords is a “pay to play” platform. If you outspend your competition, your results will appear first. In some cases, it makes sense to spend premium amounts for a click:
If your product has a high price or has a high customer lifetime value (CLV)
The more competitive the service or product you want your website to appear for, the more it will cost.
What factors determine competition? Here are a few:
Commercial intent – Products or services people are searching for because they are ready to buy have “commercial intent.” These keywords (the phrase typed on Google related to the product or service) receive lots of attention from advertisers. Example: Red Men’s Nike Shoes Size 12
The number of advertisers – This relates to the first point, but the more advertisers who want to promote a similar product or service, the higher the cost per click (CPC) because the advertisers will try to outbid each other and drive up the price
The bids themselves – Google uses an auction system to display ads. The behavior of the group of advertisers who bid on keywords changes depending on the word, the industry, and other factors like personality
You can infer why some industries have a different average cost per click than others.
Lawyers and consumer services are at the top. Both make sense in their own way. Lawyers can spend more because the price of their service is high. While the consumer services industry has lower priced products and services, the commercial intent is higher.
Before you create an AdWords campaign, do your research on industry benchmarks.
Better yet, you can work with us to create aPPC strategyy from scratch:
To further answer the question, “how much are you charged for a click on your google ads ad?” it’s important to talk about strategy. Your PPC strategy is one of the major factors for how much you’ll spend per click.
In Google AdWords, you can both set track different metrics like:
Max CPC – You can set a cost-per-click amount you aren’t willing to exceed
Total Budget – You can set an amount for the total amount you want to spend per day, per month, or for a longer period of time
Impressions – This is the number of people who see your ad
Click Through Rate -This is the percentage of people who see your ad and then also visit your site
When you put together an AdWords campaign, you have to keep the metrics in mind while creating your strategy and altering it.
We will walk through the details in a bit, but here are some potential scenarios to consider:
If your impressions and click through rate are low, you aren’t spending enough relative to your competitors
If your impressions are high but your click-through rate is low, your ad might not be persuasive enough
An ad with a high click-through rate, but a modest CPC and number of impressions could mean you can spend more because you have a winning ad that will convert when you increase your bid
If your ad has a high click-through rate, but people don’t engage with your website once they visit it, you may need some design or content upgrades to make your service or product more attractive
When it comes to answering the question – How much are you charged for a click on your AdWords Ad? There are a lot of factors to consider.
Your best bet, learn the basics and start a PPC campaign. Experience teaches you more than any blog post will.
Let’s talk about the basics. Then, let’s talk options. We can help you set up a custom PPC plan based on your businesses needs that will help you attract people who want your product or service.
The Basics Behind Creating a Successful Google AdWords Campaign
When you create ads for Google, you need to research keywords.
What are keywords? Keywords are words or phrases people type into Google when they’re searching for stuff.
Google keeps track of important data about keywords:
Monthly Volume – This number tells you how many people search for a keyword every month
Competition – Google bases this number off of how aggressive the bidders are
Average CPC – This number shows the average amount of money you would need to spend to get a click
Google provides a tool called the Google Keyword Planner where you can see this data and make decisions about which keywords to use for your campaign:
You can use this tool along with good old-fashioned brainstorming to come up with potential keywords to use in your campaigns.
Creating Your PPC Ads
After doing your research, you’ll have a group of keywords you want to target during your campaign.
If your business has multiple services or products, you will want to separate the keywords you targeted into groups based on the different types of products or services you have.
These are called ad groups:
Each ad group will have its own individual set of keywords:
When you visit the campaign settings, you can set a daily budget and a bidding strategy:
The dashboard provides useful tips to help with your campaign. You can choose between manual options where you can set your own bid prices. You can also use Google’s ‘smart bidding options’ which allow you to choose your budget and leave it to Google to make the best use of your money.
For each Ad group, you can create different advertisements to display on the search engine. Make sure to use appealing media in your ads like pictures and logos. If you need a new logo, you can hire a logo maker at an affordable price.
Google uses a quality score measure to determine how likely your ads are to get click-throughs. It also uses your quality score to determine your placement. An ad with a high-quality score and a lower bid could show up higher than an Ad with a low-quality score, but a higher bid.
“Web design best practices” isn’t just a buzz phrase.
In any profession or skill, understanding the best core methods can help you create the best results.
When it comes to creating custom websites, the final product is always different, but each site should have some traits in common.
These traits are important for user experience. They’re important for getting your website to appear on search engines. They’re even important for paid ads.
Together, they’re important for the growth and health of your business as a whole.
Some of these web design best practices are technical. Some are guiding philosophies to keep in mind. All of them will help your business have a website both you and your visitors love.
The #1 Web Design Best Practice
Each time we meet with a new client, we always ask this question:
“What purpose do you want your website to serve?”
Or this variation:
“Why do you need a new website?”
Sucess in business or life, in general, comes from understanding why you’re doing something in the first place. When you don’t answer the question beforehand, you don’t get the best results.
You’ve been to a website like this before. When you visit the site, it doesn’t make an impression on you. You’re not sure what to do next. The company’s mission isn’t clear.
It’s just a website.
If you have a website already, think about the impression it has on your current visitors. Is your purpose clear? Do you have a unique selling proposition to share? Do they know what steps you want them to take?
When you work with a full-service marketing agency like MLT Group, we can help you answer those questions.
The answers can be simple things like:
Finding qualified employees
Getting more traffic and leads
Informing the customer about your product that requires research before purchasing
Demonstrating your expertise in the industry
Building your brand
The process doesn’t have to be complicated, but it has to occur.
While you’re thinking about the ‘why’ behind a website for your business, let’s dive into some specific best practices.
UX design, per the Interactive Design Foundation: “is the process of creating products that provide meaningful and relevant experiences to users. This involves the design of the entire process of acquiring and integrating the product, including aspects of branding, design, usability, and function.”
You can dive deep into the topic of UX and discuss different aspects, but the key is to figure out how to create a great user experience on every page of the website.
The elements on each page can vary, but include things like:
When we work with clients, we discuss these elements in-depth, but they’re all results of the user experience you want to provide.
If you do the process backward and piece elements together without understanding what you want to achieve, you often achieve nothing.
Your homepage is the most critical page of your website because it’s the first thing people see.
Internet visitors are picky and will leave your site quickly if your design doesn’t entice them to view more. This is bad for multiple reasons. One, you don’t want visitors to leave your site right away because, duh. Second, if people visit your site and leave right away, it can have a negative impact on your search engine rankings. Each time a visitor comes to your site and leaves right away, you get a “bounce” which is something Google doesn’t like to see.
So how do you come up with an attractive design that makes people want to click through?
Here are some of our homepage design best practices.
Put Your Best Stuff Above the Fold
When someone comes to your homepage, they won’t necessarily see or scroll through all of it. Depending on their desktop screen size, they’ll see what’s “above the fold.”
Here’s an example:
For your website design, make sure you utilize the important areas of your homepage that appears above the fold.
Header and Banner Space
Your header and banner space is usually a wide horizontal space that goes across your entire screen. There are many different ways to design this space and add content, but you want to make sure to add your most important information in this area.
These elements can include:
Deals and discounts
Unique selling propositions
Call to actions
Here’s an example of an e-commerce store that features a discount deal in their banner space:
Here’s another example of a company who shows their unique selling proposition with a call to action (CTA) to go to an important page on their website.
Some industries, like real estate and custom home building, utilize images to show off the quality of their work.
When you work with a design and digital marketing agency, you’ll go through a question and answer process to figure out the most important aspects of your business. Then, those aspects will be incorporated into the design and adworcontent.
Graphics and Buttons
Visual cues help people understand what to do next.
Graphics and buttons take the guesswork out of decision-making for your visitors and make your website look more professional and fun.
“Break out boxes” are a classic example of great use of graphics. Break out boxes are graphics that feature and link to important pages on your website.
Here’s a good example of them:
Always think of ways the content on your site could be represented with graphics and images instead of text alone.
Interior Page Designs
Your interior pages are all the other pages on your site besides the homepage.
The most common interior pages with unique designs are:
product category pages
unique individual pages
With each page, you should set an intention for the desired result you want to achieve.
There’s a theme here – always put your visitor in mind before you design a website page.
We work with our clients to create a strategy for each page on the website. We start with questions like:
What do you want visitors to do while on this page?
How do you want visitors to feel while on this page?
What impression do you want to provide when visitors land on this page?
Let’s take a look at some of our clients’ websites and break down the strategy behind their page designs.
Each of their products — studs — has a wide variety of variables for each part. On the product page, we added a menu for the visitor to select the material, thread size, and length of their stud. Then, the product page automatically generates a part number to order the exact product:
Visitors can find the exact part they need. Other stud welding providers may ask to look through an entire table of numbers to find their part. This design strategy saves time and gives the user the impression they are working with a large company who can handle all their needs.
The sidebar menu also helps visitors find related products they might also need.
Product Category Page Design
Poppi Italian Leather sells custom handbags imported directly from Italy. Each handbag type is carefully selected and grouped into categories:
Each product photo uses high resolution, color balanced, and enhanced photos to make sure the custom quality comes across on the page.
Custom Individual Pages
Some pages are one-of-a-kind unique.
That’s exactly the type of design we created for 12 For Health — a health and wellness company.
They have a program called the 12 Habits of Health. For the 12 Habits page, we created a custom rotating gallery to feature snippets describing each habit:
The design also includes important statistics that show the importance of adopting healthy habits.
The color palette evokes positive emotions associated with a healthy life. The interactive style speaks to a sense of activity, which is a big part of a healthy lifestyle.
If you use a specific focus and intent on each page you create for your website, you’ll guide the user experience to help the visitor find what they need and achieve your desired outcome at the same time.
Aside from specifics for the homepage and interior pages of your website, there are some general web design best practices you should always follow.
Consider SEO and Content Marketing As a Web Design Best Practice
The way you design your website has an impact on how well it will rank in search engines for a number of reasons. That’s why it’s important to have a digital marketing plan in place to decide how the content will work within the frame of the website. There are also specific design techniques you can use or avoid to help your site’s SEO performance. When you work with a smart digital marketing agency, they’ll take a large number of factors into consideration. Here are some important elements to consider.
Often, the longer the content on your website, the better. The search engines want pages with as much information as possible. This has to be balanced with the design of your website. You don’t want readers to feel overwhelmed by your content. Fortunately, there are techniques you can use to weave the content into the design in a way both search engines and users will enjoy.
Subheadings (H1-H5) help break up the copy and give your reader a mental break between paragraphs.
You can add images between content areas and even wrap them around the text of your website to enhance the way your content looks on the page.
Here’s a great example:
Create Panels for Different Topics
Let’s say you have a service page that has multiple sub-services underneath it. You can make each section of the service look unique by creating a panel for it.
Here’s an example below:
Take a look at this page. It has 500+ words of content, but it doesn’t feel like 500 words. From the user’s perspective, they’re seeing great information carefully woven into the design:
Build Your Website to Convert Visitors into Leads and Customers
Getting traffic to your website won’t make a difference unless you convert that traffic into a lead or a sale.
Your website design should have multiple areas with calls to action (CTAs).
CTAs come in many forms.
Contact/Request a Quote Forms
In addition to displaying your phone number on your website, you want users to be able to contact you by email.
You can create forms and place them in high-traffic areas of your website. This will give them the chance to reach out to you if they have questions or want more information.
Email Newsletter Sign Ups
Email marketing is still one of the top channels for communicating with customers and potential customers.
To get visitors to sign up, however, you have to go above and beyond adding a form to your sidebar that says “Sign up for our newsletter.”
They need a reason to sign up and they don’t want to feel like they’ll be receiving a newsletter — they want value.
How do you both provide and communicate that value?
Here are some tried and true techniques.
Offer Something Valuable for Free
You can offer visitors a valuable resource and ask them for the email address.
Examples can include:
Access to deals and discounts
A free email course
Quiz with answers
Check out this example of a giveaway in exchange for an email:
Notice the following:
The headline and description for the give away are focused on the visitor
The signup form is prominent – not tucked away in the sidebar
Use of compelling copywriting to persuade the visitor
Give Them a Sneak Peek of What’s Inside
Notice the phrasing for this email signup form:
This copy answers the question “what’s in it for me?” up front
Strategically Place Your Sign Up Form
You want your email sign up form to appear where visitors are most likely to engage with it.
To some, this comes in the form of a pop up:
Although many people don’t like them, numbers show they work.
If you want to be less aggressive, you can create an “exit intent” pop up that only appears if the user is about to leave the website.
Often, you want to embed your signup form in an area that’s clear, visible, and obvious, like the banner space area of a page.
Many people still want to call your phone number directly.
You can use the header space of your website to display your phone number and add it in other relevant spots like your footer, contact-us page, and even at the end of your blog posts.
This is just a short list of the web design best practices you can use to create a website both users and search engines love.
A clear digital marketing plan from start to finish makes a world of difference when it comes to the success of your website.