Paid Traffic Guide – Google

Hello Podifyers,

Welcome to the next lesson in Podify Academy.

In this guide we will go over 1 of the 2 largest digital marketing channels – Google!

Google has a near total domination of search engines in just about every country.  Billions of users every day use Google to find what it is they are looking for on the Internet whether is to buy a product, learn more about a topic, find a video or image, read news, check their e-mail….well yeah you get the picture, I am sure you have heard about Google by now.

Google has developed an incredible search engine and the way they monetize it is even more genius – by selling advertising to brands that want to offer the exact products that users are searching for.

For marketers, this is perfect – the user is telling Google exactly what they are looking for and ready to purchase!  And if a user is telling Google what they want and that they are ready to purchase it makes the marketers job a whole lot easier to close the sale.

If you are a beginner and willing to invest some money for marketing we recommend to get started with Google.

Compared to Facebook Google’s big advantage is that you don’t need to “guess” what the user you are marketing wants because they are already tell you.  This allows for stability and consistency in performance whereas.

There are many, many different types of ads you can create in Google: local, YouTube, Display, Shopping, search, gmail and plenty more.

For our purposes we will focus on just two that we think is sufficient to get started: shopping and search.

What’s the difference between the 2?

We are sure there are better explanations online but as a quick summary:

  • Shopping ads take your product catalogue and turn them into clickable ads that are shown for relevant shoppers.  These are especially strong ads because the ad includes a picture, price, and usually only appears when a user is looking to buy.  Shopping ads appear in multiple places but are most often seen when searching for a product.  And if you utilize smart shopping, you can even automate retargeting!  The biggest downside to smart shopping is you have limited targeting goals compared to search, limited optimization options, and the feed can sometimes be difficult to set up.  But from our experience driving millions of POD sales, there is no better one channel to get this all done than Shopping Ads.
  • Text Ads usually appear in search.  The benefit of text ads is they are very easy to set up, very easy to target your target keywords, and a whole lot of targeting options.  Some of the things you can do in text ads that you can’t do in shopping: target keywords, add extensions to the ad, write a message to the customer, A/B test different variants of the ad, more optimization options, and a whole lot more.  The biggest downside for text ads is that they appear in less places than shopping and overall have less reach.  But if you are a total beginner it is not a bad option to start with text ads only.

To get started create an account with Google Ads.  It’s usually a very easy set up and you can be up and running usually in minutes.

Once you have an active account with Google Ads proceed with the following.

  1. Add a conversion pixel to your store and thank you page.  Go to TOOLS & SETTINGS, MEASUREMENT, and click CONVERSIONS

Connect with Google Analytics

Select your keywords

In the beginning we recommend targeting EXACT MATCH only keywords.  You can do this by targeting the keyword with [] around the keyword.  For example if you wanted to target only CUSTOM APRONS you would do [custom aprons].  Any other iteration would not yield results.  However you can also do PHRASE MATCH so if the phrase CUSTOM APRONS is in the search term you will also appear for this term, such as CUSTOM APRONS FOR ADULTS.

Another marketing tool is to use Google Shopping.  To allow Google Shopping you need an account with Google Merchant Center and to create a Shopping Feed.  A shopping feed is a little bit more complicated to make, but worth it if you are willing to invest the time in learning how to set up a feed.  We recommend going with Data Feed Watch but there are many other Shopping Feed apps available

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