Part One: Google ads: interface and settings (bigmoney.vip)

Search and Display Network

The two "work platforms" of Ads are the networks: search (the well-known Google Search) and the context-display (everything else).

On the Search Network, you create an RC with ads that appear in serps.

When you set up your campaign, you specify a list of keywords— queries that a user must enter in order for Ads to show them your ad.

The Display Network is the sites that have sold ad space to display ads, mobile apps, and so on — all ad placements outside of Google Search. Here, the system decides whether to show an ad or not, based on the specified targeting parameters: keywords, demographic parameters, interests, topics, etc.

The main thing about the search network

Search is the foundation of Google. When a user types something into the search box, it's obvious that they want to learn more about the topic of their query. Most of the requests are aimed at commercial actions - to buy, order something, sign up for an event and so on. So, potentially, some of these users want to buy something from you.

Potentially interested customers are "warm" customers, that is, their interest has already warmed up and it is easier to work with them. It is this audience that is the most profitable for increasing sales. Therefore, the tactic of showing only interested customers is so popular - it is the most effective in terms of conversion, that is, turning a potential client into a real client.

The audience from the search network is warmer than in the CMC

What follows from this: Customers who came through an ad on the search network do not need to be so actively processed in terms of sales - just give a person what he already wants and is looking for. Because of this, in such ads, people are often taken to landing pages with a lead form through which the visitor can immediately place an order. The main task here is not to overcomplicate the algorithm, so that the already warm client does not go to competitors whose site is more intuitive and immediately visible where and what to fill in order to get the desired product / service.

The main purpose of the Republic of Kazakhstan in the search network is to increase sales

The main thing about the Display Network

The Ads Display Network, as we've already said, is a collection of sites and apps that partner with Google to display ads on them. Collaborating sites are advertising distributors or publishers in Google terminology that use the "flip side" of Ads called AdSense. You can place types of ads on the Display Network that are not available on the Search Network: image and responsive.

As a rule, the CMC has a more "cold" audience - these people did not intentionally start looking for your product / service, which means that they are unlikely to be interested in a quick purchase. It is extremely difficult to motivate this audience to click on an ad and place an order, but this is not always necessary - ads in the CMC have a slightly different purpose than ads in the PS.

The main goal of the Republic of Kazakhstan in the CmC is the formation of demand

In addition to demand generation, CMC is great for direct marketing (direct demand marketing). For example, you can collect contact information of potentially interested people, offering value in exchange for it. The value should be really useful, well presenting your product, necessarily free (otherwise the conversion rate will creep to zero).

It does not matter whether you are selling a product or service - the easiest way to make a plush is an informative information material: a test with detailed results, an interesting article, a guide to use, etc. For example:

• free value of the training course - the introductory first lesson;
• service for site audit can make its chip a checklist of important parameters when setting up SEO / usability / something else;
• for an online cosmetics store, a free test to determine the type of skin or color type, whose results you send to the user by mail, can be valuable. You contacts are useful to people.

The more valuable the feature is for your target audience and the more closely it is connected with your product, the better the result will be both immediately (people will want to exchange a bun for contacts), and in the future (people will be interested in your main offer).

What is the difficulty of working with the Collective Peacekeeping Forces? In search of your audience. When you work on the search network, you set up keywords and negative keywords – and voila, your ads are already seen only by those people who are actually searching for your company/product/service. There are a lot of targeting options in the CMC, but it is still more difficult to choose the settings as accurately as possible. Your ads may be seen even by people who are not potentially interested in the product; essentially, you catch them at the zero/initial stage of interest.

To be fair, Ads is designed to at least slightly narrow the scope of advertising to "their guys." First of all, for this purpose, the function of selecting the sites where the ads will be displayed has been created.

For example, you advertise an online store of art supplies, and the conditional Andrew wants to learn how to draw. This desire puts Andrew on the rung of "awareness" or "interest" in the consumer buying cycle. At these stages, he looks at the sphere of his interest and actively delves into it: he looks for sites with step-by-step instructions; watches video tutorials; reads blog articles about the difference in materials. You can reach Andrew by setting up ads on relevant sites and YouTube channels. Andrew will read about the choice of canvases, and next to the article there will be a banner advertising your online store. There is a chance that Andrew will be interested and will go to see him.

Running ads on relevant sites increases the warmth of the audience and makes clicking on the ad more likely

Moving on. Andrey independently pumped in theory and decided to master the practice. At this point, he may go to an offline store. Or perhaps Google Search will open and start looking for online stores of art supplies. Enter a query - and there is your ad. At this point, Andrew can immediately become a lead on your landing page or convert into a client.

If a potential customer has often seen your ad on the Display System, there is a better chance that they will choose your ad on the search network due to brand recognition.

Difference of indicators

In terms of metrics, pricing, and indeed all the metrics, the search and Display Networks are oh-so-very different. It's hard to generalize, but the trends are...

Search Network:

• higher CPC (cost per click);
• above CTR (clickability);
• above the intent to make a conversion.

Cmc may refer to:

• below CPC;
• below the CTR (but even if the user did not click on the ad, we got a free display, which is good for branding);
• below is the intention to make a conversion (but with the help of traffic from the DISPLAY we can get microconversions).

Of course, this is a generalized conclusion and sometimes in the CMC CTR and other indicators can be higher than in the search network - everything is relative and depends on the scope of the business. But these are exceptions, and we are still understanding the rules. Understand? Moving on.

Temperature difference

Now let's take a closer look at the intentions of visitors outside the RK itself. Traffic from different channels can have a different "temperature" – a conditional indicator of the interest of your audience. The higher the temperature, the more interested a person is. The lower the temperature, the less he needs your offer. We mentioned that in the KMC the traffic temperature is lower (potential customers are colder), in the search network - higher (customers are warmer).

This is important to consider when you're choosing which page to take a user to. For conversion, you can not focus on only one scenario – each audience behaves in its own way and needs a private approach. If you take a cold client to a page with a short presentation and a purchase form - there will be no conversion, the person does not want to buy anything from you yet. So we advise you not to use brute force, but to focus on unlocking the potential of the available traffic - no matter how low the temperature it has. Even cold potential ones are amenable to "warming up" and over time can become warmer and convert into real buyers.

All traffic should be brought to the conversion gradually and smoothly, asking first to do a small action (answer 1 question, pass a small test, get a free cool bun), and then a large one (buy the main product).

First interest – then sell

Below is Chuck Norris's RRS cycle (just don't ask). This is such a cheat sheet, as for different intentions of the audience to select channels of interaction and types of ads in order to get the most out of the RK and fully reveal a kind of customer potential.

The next important nuance: a call to action (CTA) or the offer itself in an ad for the search network can give zero results in the DISPLAY - why? First of all, because of the difference in intentions, the focus on the conversion of your potential customers.

Let's look at traffic with our "temperature" terminology:

• the user accidentally clicks on the banner and goes to the landing page - he is very cold in terms of conversion, he does not know you, does not want to order anything and in general where the exit is;
• the user intentionally enters the name of your company in the search – he is extremely hot and ready to convert to a client right here and now.

Logically? Very. Based on this, casual visitors through the KMC cannot be immediately taken to the selling page for hot customers. At best, it simply will not work (a person will close the window and move on), at worst it will negatively affect the reputation (the reader will feel pressure and rude "steaming" of the product without caring about it).

Use several levels of offer for visitors with different temperatures

A cold reader won't buy anything, but can agree to sign up for your free newsletter. This is the first level of your offer. Over time, make him the next offer, which will be closer to the main offer. Do this carefully: cold visitors do not know you, may be afraid of pressure (aggressive sales, "steaming") and quickly "jump off".

Also remember that the warm ones are potentially interested in the offer, but may not be interested specifically in your decision. And the hot ones are looking for your company.

Start working with each group of people with a suitable offer that matches their temperature and transition channel.

And most importantly - test everything, every new offer, at each level. How do people respond to a faster transition to conversion? And what about less intrusive and selling offers? Evaluate how different the audience's perception of different offers is, but remember that the cost per acquisition (CPA) at the stage of transition from one level of interest to another should be lower than the CPA at the bottom of the funnel. Think about a set of mini-baits that can potentially help guide people through the entire buyer cycle faster, and test them to understand what really works. And then you can scale the most effective solutions in your RCs.

Step-by-step lead forms

The general essence of the construction of landing pages was understood - well done. Now let's look at one of the main components of the landing page – the lead form. It is the last step on the way to conversion. It is with it that the most problems usually arise.

As a lead form, it will not change the essence of the proposal, yes. But different forms can change the perception of the offer and affect the conversion. Therefore, for each goal, you need to adjust the lead form so as not to scare off a potential client.

General principle: the fewer fields, the higher the conversion rate

If you reduce the number of fields and make the lead form step-by-step, the level of trust and with it the level of conversion will increase. This makes sense:

• the reader, firstly, is afraid to immediately provide you with all the information (for various reasons);
• secondly, he is often just too lazy to fill in a bunch of lines, especially with low interest in the proposal;
• thirdly, step-by-step will warm up the audience and increase their warmth regarding your offer.

The main thing is not to reduce the lead form only to contact information - this is the most frightening option for cold customers.

How in such conditions to get this very contact information, without which sales will not advance further? Change the order of the fields. First, ask for the least scary things (the least personal and individualized, close to the person), and then gradually collect more specific information (name, e-mail, etc.) that you need for conversion. Such micro-steps to conversion encourage users to share information more.

Keywords with different intents

The keyword reflects, among other things, the degree of interest of the reader, his intentions regarding what he is looking for. Compare: what are the intentions of the person who enters the query "how to learn to draw yourself" and the one who is looking for "buy a drawing course for beginners"? Obviously, the different forms of keys reflect the temperature of the traffic that will come to you through the ads.

The following conclusion logically follows from this: the keys not only correlate with the traffic temperature, but also with different Ads channels.

And so we figured out the basics in the search and display network and what and how affects the effectiveness of advertising campaigns in general. In the next part , about what the search network and the CMC are in detail.

part three: Ad guides, how to properly set up google ads part 3 (bigmoney.vip)