{"id":21335,"date":"2023-02-20T16:44:12","date_gmt":"2023-02-20T15:44:12","guid":{"rendered":"https:\/\/www.moka-adv.it\/?p=21335"},"modified":"2023-02-20T16:51:56","modified_gmt":"2023-02-20T15:51:56","slug":"how-to-create-google-ads-campaigns-interview-fabio-antichi","status":"publish","type":"post","link":"https:\/\/www.moka-adv.it\/en\/how-to-create-google-ads-campaigns-interview-fabio-antichi\/","title":{"rendered":"How to create successful Google Ads campaigns in 2023 – Interview to Fabio Antichi, digital adv and SEO consultant expert"},"content":{"rendered":"\t\t
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Today we are going to talk about Search Engine Marketing (SEM)<\/strong> and in particular Google Ads campaigns<\/strong>. SEM, unlike Search Engine Optimisation (SEO)<\/strong>, uses paid advertising (Paid Search Advertising, PSA<\/strong>); we have already talked about SEM and SEO in the article SEO and SEM: two complementary web marketing strategies for \u201cpositioning\u201d websites<\/em><\/a>.<\/p>

The best known SEM tool is Big G’s online advertising programme, Google Ads. The platform can be used to support the sale of products and services<\/strong>, create awareness<\/strong><\/a> around a brand, and increase traffic<\/strong> to one\u2019s own website.<\/p>

One of the peculiarities of Google Ads is that advertisers only pay for their ads when the target audience interacts with them, e.g. if users click on the ad to visit the website or call the business.<\/p>

Moreover, there is no minimum expenditure required and it is the creator of the Google Ads campaign who can choose the objectives<\/strong>, the type of ads<\/strong>, the budget<\/strong> and assess its effectiveness through metrics analysis<\/strong>.<\/p>

However, to better understand how Google Ads works, we decided to interview Fabio Antichi<\/strong>, one of best well-known Italian experts in SEO<\/strong> and digital marketing<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Interview to Fabio Antichi, digital adv & SEO consultant<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\tFabio, first of all thank you for being here with us. Let's start with the basics: what is a \u201cconversion\u201d in marketing?<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Thank you! In general, \u201cconversion\u201d refers to the desired outcome<\/strong> for the company, the action that a customer or potential customer takes<\/strong>, such as buying a product, subscribing to a service, filling out a form or signing up for a newsletter.<\/p>

Conversion is, therefore, the ultimate goal of the marketing strategy, and is often measured through the conversion rate<\/strong>, i.e. the ratio between the number of visits to the website and the number of actual conversions.<\/p>

In some cases, however, e.g. when the purchasing funnel is complex, intermediate conversions<\/strong> can also be triggered, i.e. actions which occur before those which are really profitable for us and which aim to segment users<\/p>

However, in summary, conversion is when you invoice<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\tHow does Google Ads help advertisers to convert?<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Google Ads helps advertisers to convert by offering them the possibility to create and manage highly targeted advertisements<\/strong>, which are shown to Google users based on their searches, interests and online behaviour.<\/p>

Advertisers can select relevant keywords<\/strong> (i.e. search terms used on Google) for their business and set a budget<\/strong> and bid for the ads, which are then displayed at the top of Google search results or on partner websites and apps in Google’s network.<\/p>

In addition, Google Ads provides a wide range of targeting tools<\/strong>, such as remarketing audiences<\/strong>, similar audiences<\/strong> and geographic targeting<\/strong>, which allow advertisers to reach potential customers even more precisely.<\/p>

Finally, through the Google Ads platform it is possible to monitor ads performance in real time<\/strong> and make adjustments to improve conversion rates, such as adjusting keywords, ad text or target audience.<\/p>

What is, however, very interesting that Google Ads allows you to do and that very few other platforms offer is the possibility of setting a ROAS<\/strong>, i.e. a minimum return on investment<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\tFor example?<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For example, if you set a target<\/strong> ROAS<\/strong> of 500%, it means that for every euro spent on advertising, you aim to generate 5 euros in revenue from conversions. And if you don\u2019t reach the 5 euros we asked for, Google Ads WILL NOT SPEND.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\tHow does it do this?<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Once the ROAS target <\/strong>has been set, Google Ads uses machine learning<\/strong> and artificial intelligence <\/strong>to adjust ad bids according to the likelihood of generating conversions at a lower cost than the pre-determined ROAS target. In this way, advertisers can maximise the return on their advertising investment and improve the performance of Google Ads.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\tHow many types of campaigns exist and how should they be configured?<\/span>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00a0<\/strong>There are different types of Google Ads campaigns, each of which is designed to achieve specific marketing goals. Below is a list of the main ones.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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