Workshop Outline

Keyword Research

Keyword research involves comprehensively identifying the search terms people in the UK use to find products or services like yours. You'll then strategically include these keywords in your Google Ads campaigns to ensure your ads appear in relevant search results.

Learn all about:

  • Boosting visibility by using relevant keywords, your Google Ads are more likely to be seen by potential customers searching for what you offer.
  • Improving targeting and understanding the search terms your target audience uses allows you to tailor your ads to their specific needs and interests, leading to more qualified clicks.
  • Enhancing return on ad spend (ROAS/ROI) with well-targeted ads with relevant keywords are more likely to trigger for relevant searches, leading to a higher click-through rate and better return on investment for your advertising budget.
  • Keyword research tools such as, Google Keyword Planner and SEMrush as well as live searches to discover the search volume and competition for relevant keywords in the UK market.
  • Keyword match types in Google Ads (e.g., broad match, phrase match, exact match) to control how closely your keywords need to match a user's search query.
  • Negative keywords to exclude searches that aren't relevant to your business, helping you avoid wasted ad spend.
  • Landing page optimisation commonly known as CRO (Conversion Rate Optimisation) ensures your landing pages are optimised for the keywords used in your ads to provide a seamless user experience and encourage conversions.
Building Your Google Ads Campaign

Building a Google Ads campaign involves creating targeted Ads that appear on Google Search results pages, websites, and apps (Google Search Partners). It's a multi-step process where you define your goals, target audience, budget, keywords, and ad copy.

Learn all about:

  • Attracting new customers and reaching potential customers actively searching for products or services like yours on Google Search.
  • Driving targeted traffic to attract qualified leads by tailoring your ads to specific demographics, interests, and online behaviour.
  • Boosting brand awareness to increase brand visibility and recognition by displaying your ads across the Google Search Network.
  • Measurable results to track the performance of your campaigns and adjust your strategy based on real-time data to maximise your return on investment (ROI).
  • Campaign goals that define clear and measurable goals for your campaign, such as website traffic, lead generation, or sales conversions.
  • Audience targeting to identify your ideal customer profile and use Google Ads' targeting options (demographics, interests, keywords) to reach them effectively.
  • Budget setting to get realistic figure for your campaign and explore bidding strategies to optimise your ad spend based on your goals.
  • Keyword research to conduct thorough keyword research to identify relevant search terms with high potential and lower competition.
  • Variations in ad copy creation - create persuasive ad copy to enthuse users, highlights your unique selling proposition and motivates users to click.
  • Landing page optimisation to ensure your landing pages are relevant to your ads and provide a user-friendly experience that encourages conversions (CRO) conversion rate optimisation
  • Campaign monitoring and optimisation to monitor your campaign performance, analyse data, and make adjustments to improve click-through rates (CTR) and overall ROI.
Ad Copy

Ad copy refers to the text and headlines that appear in your Google Ads. It's your chance to grab attention, communicate your value proposition, and convince potential customers to click on your ad.

Learn all about:

  • First impressions in creating good ad copy this is your first chance to make a positive impression on potential customers searching on Google and other major search engines.
  • Driving clicks and conversions with persuasive ad copy - enticing and enthusing users to click through to your website or landing page, ultimately driving (conversions) leads.
  • To highlight your key USPs to showcase what makes your business unique and why users should choose you over competitors.
  • Understanding your demographics to laser target your ad copy to resonate with your target audience's needs, wants, and pain points and challenges.
  • Keyword integration will help strategically incorporate relevant keywords throughout your ad copy to ensure your ads appear in searches related to those keywords.
  • Benefit-driven messaging to focus on the benefits your product or service offers, not just its features.
  • Strong calls to action that tell users what you want them to do next (e.g., "Visit our website," "Get a free quote" or "book a "free assessment").
  • A/B testing to experiment with different headlines and descriptions to see which versions hook best with your audience and improve click-through rates (CTR).

Your Google Ads budget is the total amount you're willing to spend on your campaigns per day or month. It determines how often your ads are shown and the overall reach of your campaign.

Learn all about:

  • Controlling your spending which allows you to control your advertising costs and avoid overspending.
  • Optimising campaign performance in real-time giving you a clear understanding your budget helps you choose appropriate bidding strategies and optimise your campaigns for maximum return on investment (ROI).
  • Flexibility, agility and scalability so can adjust your budget as needed, allowing you to start small, test different strategies, and scale up successful campaigns.
  • Budget allocation to learn how to allocate your budget effectively across different ad groups and campaigns based on their goals and priorities.
  • Bidding strategies to explore different bidding options in Google Ads (e.g., manual bidding, automated bidding or Pmax (Performance Max) to optimise your ad spend based on your campaign goals (clicks, conversions, etc.).
  • Budget monitoring and adjustments to maximise spend and campaign performance. Analyse data to identify areas for improvement and adjust your budget or bidding strategies if needed.
  • Keyword Planner which is Google's built-in cost estimation tools to forecast potential campaign costs based on your budget and targeting settings.
Conversion Tracking

Conversion tracking is a vital tool in Google Ads that allows you to measure how effectively your ads drive valuable customer actions on your website. These actions, known as conversions, could be purchases, sign-ups, form submissions, phone calls, click-to-call from ads or other actions you define as important for your business.

Learn all about:

  • Measuring campaign effectiveness and lets you see which ads and campaigns are actually generating the results you care about, not just clicks.
  • Optimising campaign performance and understanding what drives conversions, you can optimise your targeting, ad copy, and landing pages to improve your return on ad spend (ROAS).
  • Providing valuable conversion tracking data helps you make real-time data-driven decisions about your advertising strategy and allocate your budget more effectively.
  • Defining conversion goals are the actions you consider valuable conversions for your business (e.g. assessments, form fills, newsletter sign-ups or other).
  • Setting up conversion tracking code on your website using Google Tag Manager or custom code snippets provided by Google Ads.
  • Analysing conversion data within Google Ads to identify which campaigns, ad groups, keywords, and audiences are driving the most conversions.
  • Optimising for conversions to consume yourself with conversion data to optimise your campaigns for better performance. This could involve adjusting bids, targeting settings, or ad copy to focus on elements that drive conversions.
10-15 Minutes Q&A
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Your teacher: Paul Henry

Paul is an experienced data-driven, digital expert who has first-class industry skills around digital strategy, publishing, SEO, web development, content, video marketing, affiliate marketing, social media management, eCommerce data and insights, and more. With digital performance at heart and his forward-thinking mindset, he uses new Martec and online strategies to enhance any digital marketing campaign.