No matter how many free tools crop up for ecommerce companies, a paid ad is sometimes your best bet for driving traffic to (and conversions from) your website.
The problem is other ecommerce and even brick-and-mortar competitors are using the same search terms and keywords you will. Not only do you need to know how to build a campaign through Google Ads, but you also need to know how to stand out from the crowd.
We’ll start with a few real examples of AdWords campaigns — a service now known as simply Google Ads — and then throw in some pro tips for succeeding with your own search engine marketing strategy. By the time we’re done, you’ll be an expert.
- New Breed Marketing: what is inbound marketing
- Nettitude: cybersecurity
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1. New Breed Marketing
Search term: what is inbound marketing
Some searchers might be ready to purchase something, but need to make sure what you’re selling is what they’re buying. That’s the thinking behind the first AdWords campaign example, above.
New Breed Marketing, an agency partner of HubSpot, is an inbound marketing service provider. But because New Breed’s customers might not know the services they want by the term, “inbound marketing,” the company sought to define the term for them — helping buyers confirm that inbound marketing is indeed what they’re looking for.
New Breed Marketing’s Google AdWords result, above, is as simple as search engine marketing gets. The meta-description is just one sentence long but indicates to searchers that inbound marketing is a “process” to be invested in.
Meanwhile, the blue link itself promises to explain inbound marketing in the form of a downloadable “guide.” This ensures those who click through to the website are prepared to submit their contact information and become a lead in exchange for that guide. Remember, AdWords campaigns cost you money every time somebody clicks on your ads — you need to get something out of those clicks.
Search term: cybersecurity
In general, the broader the search term, the less likely the searcher is to want to buy something right away (a pay-per-click concept called “match types“). In the AdWords campaign above, however, Nettitude bid on a broad, one-word search term — “cybersecurity.” While this broad search term doesn’t target a specific searcher, the details of their Google Ad ensure the link can satisfy many different types of searchers no matter what their interest was when they typed in the word.
Nettitude’s AdWords campaign, above, does two things well: