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A Beginner’s Guide to Google Ads

Consumer expectations are constantly changing across all industries. People expect fast, accurate information at the touch of a button, and customers are searching for products and services in more ways than ever before. Few have the patience to dive any deeper than the first page of search results, which is why results rankings are so crucial for brand exposure online.

So how can your business stay ahead of the competition and in front of the consumer’s line of sight? Your organization can gain increased brand awareness, website traffic, and conversions by appearing on the first search results page through Google Ads.

What are Google Ads?

Google Ads, formerly known as Google AdWords, is an online advertising tool that allows your business to gain exposure across numerous devices and networks. The unique network options that Google offers include graphic display ads, YouTube video ads, text-based search ads, or in-app mobile ads, giving you plenty of ways to reach your target customer.

If you use Google like the rest of the world (Google holds 74.5% of the global Search Engine market share, processing 3.5 billion searches everyday), you’ve probably seen sponsored search results before. They appear at the top, side, or sometimes bottom of the results page and are denoted by a small green icon that indicates you’re viewing a paid ad.

How Does It Work?

Ads are intent driven. Your ads can appear if the words people type into the search bar match your list of pre-set keywords. Your keywords need to be relevant to the search term to appear.

So, an effective Ads campaign relies heavily on understanding the customer journey and recognizing the intent behind why a customer might be searching for a particular keyword.

Setting Up

Campaigns need a few basic elements to be effective. First, each campaign requires at least one Ad Group. An ad group organizes your campaign by containing only ads that share a common set of keywords. You determine the keywords you wish to target.

For example, let’s say you run a local coffee shop.

You might have one ad group for “beverages” and another ad group for “breakfast menu items.” Each ad group should then contain multiple ads that target the same set of keywords. The beverage ad group might target coffee, tea, and juice, while the breakfast menu items ad group targets bagels, egg sandwiches, and donuts. The keyword list in each ad group tells Google’s system to show ads for these products only in searches related to them.

While you do have the freedom to lump all of your ads into just one ad group, your campaign will stay more organized and your results will be more effective following a segmented structure with multiple ad groups and multiple ads. We recommend creating at least three rotating ads per ad group. Remember that different ad groups should target different sets of keywords.

The effectiveness of a Google Ads campaign is also based on the quality of the ad, the relevance of the ad copy, the landing page on your website, and your budget.

One of the best budget-friendly features of an Ads campaign is that it follows the pay-per-click model, meaning that the total ad spend is based on clicks, not impressions. This means you only pay when someone actually clicks on your ad to get to your website. Each dollar spent drives traffic to your site.

Ads campaigns are most effective when they are managed consistently and adjusted properly over the life of the campaign.


Don’t Let the Details Scare You!

Maybe our Google Ads breakdown made perfect sense to you, or maybe it seems like we’re speaking Greek. We get it. Ads is a fully-customizable tool that certainly has its intricacies.

Don’t let the process scare you away from a potential opportunity to grow your business! Google Ads is a fantastic addition to any digital advertising campaign. Let Condron Media help your organization navigate through the fickle world of search networks and keywords with our digital marketing services.

Social Media in 2017: A Year in Review

The new year is here! As 2018 gets underway, let’s take a look back at some industry analytics, viral campaigns, and newsworthy trends from 2017.

The Year of “How?”

According to Google’s annual data analysis Year in Search 2017, searches that began with “how” topped search trends from the past year. Questions like, “How do wildfires start? How to calm a dog during a storm? How to make a protest sign?” were searched ten times more in 2017 than any other year.

End of the Year for Twitter 2017

Carter Wilkerson, the teen who started his own personal campaign to get free chicken nuggets for a year from Wendy’s, now holds the record for most retweeted tweet of 2017 and of all time. His tweet gained 3.6 million retweets and surpassed the previous record holder Ellen Degeneres.

The most-tweeted-about movie this year in the U.S. was Wonder Woman, and the most-tweeted-about television show was Game of Thrones. Politics dominated the Twitterverse in 2017, with Barack Obama holding three slots out of the top nine most retweeted tweets for a combined total of over 8.1 million retweets, and Donald Trump ranking as most-tweeted-about elected world leader globally.

Facebook Year in Review

The social media giant announced the top three moments that people discussed globally in 2017. International Women’s Day was the number one most talked about moment over the last year. Second was Super Bowl 51, which prompted over 262 million views of Super Bowl-related videos on Facebook. Finally, violence in Las Vegas sparked conversations all over the world, which in turn motivated more than 3,300 people to offer help to their community through Facebook.

And the 2017 event that allowed the most people to come together offline? The total solar eclipse in August brought Facebook users together worldwide through more than 20,000 Facebook Events across over 80 countries.

Instagram in 2017

Instagram boasts a global community of 800 million users and shared the most popular locations that people posted from based on geotags from the last year. The three most-Instagrammed cities of 2017 are New York, Moscow, and London. The most-followed celebrities in 2017 include Selena Gomez with 130 million followers, Cristiano Ronaldo with 116 million, and Ariana Grande with 115 million. The top five most-used Instagram filters of the year include Clarendon, Gingham, Juno, Lark, and Moon. And the top hashtag of 2017? #love

Instagram celebrated a few noteworthy milestones during 2017. In March, Instagram announced achieving 1 million actively monthly advertisers. Instagram Stories turned one year old in August, and in November the businesses community on Instagram reached 25 million accounts, the majority of which belong to small businesses.

Condron Media’s Top Posts

2017 was a year of growth for our own social media accounts too. Here are some of our personal stats from the last year.

We posted 254 times on Instagram, and our most-liked post of the year promoted our brand new podcast, Campaign Critique.

Podcast listeners are much more active on every social media channel – 94% are active on at least one platform. Podcasts offer unique opportunities for advertising that blend into other social media opportunities as well.

On Twitter, our tweets totaled over 75,500 impressions. November was our best month prompting 10.1k impressions in that month alone, but we gained the most followers in August over any other month in 2017. 

We entered the new year with over 310 Facebook page likes. We filled our timeline with marketing insights, social media tips, and company news for our followers.

Condron Media hopes to continue growing even more on social media in 2018!

 

How to subscribe to Campaign Critique or any other podcast

Subscribing to a podcast has various benefits as a listener, making it more convenient for you in a number of ways. For starters, once you subscribe, each new podcast is downloaded to your phone automatically, which thereafter will use no data while listening, even while on the go or driving. Subscribing will also notify you when a new episode is available, and keeps all of your favorite podcasts in one spot.

Visiting http://condronmedia.com/podcast/ has 2 quick options, “Apple Podcasts” (for iPhone or iPad devices) and “Google Play” (for Android devices) clicking either of those will lead you to an onscreen iTunes and Google Play, respectively. Google Play has a “subscribe” option right on the screen, and iTunes prompts you to open in the podcasts app, which will lead you to a screen with our podcast where a “subscribe” button will be available. The podcast will then be added to your subscriptions.

There are a few more ways to subscribe if you’re not reading this on your phone right now.

iOS

There are a number of ways to subscribe to a podcast using your iOS phone, one of them is through the Podcast app that comes pre downloaded with every Apple iPhone.

Open the Podcast app

   

On the bottom right hand side of the app tap “search”

Type in “Campaign Critique” and tap on the Podcast

  

 

Hit “SUBSCRIBE” and you’re done!

For easy access after subscribing, open the Podcast application and tap “Library” on the bottom of the screen to see all new available Podcasts.

 

Many other apps are available for download through the Apple app store, and the process is similar. Open your desired podcast listening app, search “Campaign Critique” in the search bar and click on the correct search result. Tap on our podcast and hit “subscribe” when it prompts you to.  

Android

The application that Android offers for Podcasts is Google Play Music.

  • After downloading Google Play Music, launch the app from your homescreen
  • Tap the three horizontal lines on the top left hand side of the screen. That is the menu.
  • Tap “Podcasts” about halfway down the menu list
  • This screen offers a variety of search options, including Top Charts and All Categories. To search for a specific title, tap the eyeglass icon on the top right hand side of the screen, then a search bar will appear.
  • Type in “Campaign Critique”
  • Tap on our Podcast that will appear under your search results then tap the Subscribe button
  • A prompt will come up with a few different options:
    • Autodownload- downloads the latest three episodes
    • Notifications- to receive notifications on your phone when a new episode is available
    • Playback order- to play available episodes from newest to oldest or vice versa
  • Tap any or none of the options along with “Subscribe” at the bottom of the list
  • Once you are subscribed, you can access Campaign Critique by clicking the menu button on the top left hand side of the screen (the three horizontal lines), tapping “podcasts” and then “your podcasts” on the next screen. All of our available podcasts will appear.

 

RSS

Although Apple and Android have application platforms to listen to Podcasts, the majority of websites and companies use RSS to publish their podcasts as well, and Condron Media is no exception. RSS stands for “Really Simple Syndication”. An RSS reader manages your subscriptions for you, so you don’t have to individually visit each website to find the newest podcasts.

There are many RSS readers, called podcasters, but one of the most popular is iTunes.

  • To start, visit http://condronmedia.com/podcast/
  • Click the RSS button on the right hand side about halfway down your computer screen
  • Copy our Campaign Critique RSS URL
  • Open your preferred pod catcher
  • Paste our RSS URL address into the “Add subscription” field, and click “Add”

If you have any issues subscribing to Campaign Critique please let us know.

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