Guide to Google Ads with Clear Examples
You'd better spend your money wisely if you're thinking of using advertisements to reach your target market. That is, a location that receives more than 2.9 billion unique visitors each month and 5 billion daily interactions. similar to Google.
Just two years after Google.com, the most well-known website in the world, Google Ads was introduced. The advertising platform first appeared in October 2000 under the name Google Adwords, but in 2018 it underwent a rebranding and became known as Google Ads.
Given Google's wide audience, it's likely that both you and your potential consumers have seen (and probably clicked on) a Google advertisement.
- Best Practices for Google Ads
- Understanding Google Ads Terms: How Do They Work?
- Use and creation of Google Ads
- Google Ads Campaign Types
- Strategies for Bidding on Google Ads
It's no secret that these days, the more effective and targeted your paid ads are, the more clicks they produce and the higher the likelihood that they will bring in new clients.
So it should come as no surprise that businesses across all sectors are using Google Ads more and more frequently.
You'll learn how to start advertising on Google in this guide. We'll go through platform-specific features and show you how to fine-tune your campaigns for the greatest outcomes.
Describe Google Ads.
Google Ads is a platform for paid advertising that operates under the pay-per-click (PPC) marketing model, in which you, the advertiser, pay per click or impression (CPM) on an ad.
Google Ads are a successful technique to attract qualified visitors, or good-fit clients, to your company who are looking for the goods and services you provide. You may improve in-store traffic, increase phone calls to your business, and increase internet traffic using Google Ads.
With Google Ads, you can make and distribute strategic advertisements to your target market on desktop and mobile devices. As a result, when your target clients use Google Search or Google Maps to look for goods and services similar to yours, your company will appear on the search engine results page (SERP).
By doing this, you can reach your target market at the right time for them to see your advertisement.
Notably, platform advertisements may also appear on YouTube, Blogger, and the Google Display Network.
In order for your company to achieve all of your paid campaign objectives, Google Ads will eventually assist you in analysing and improving those advertisements to reach more individuals.
Find out how HubSpot can help you manage your Google Ads more effectively.
You can also modify your advertisements to fit your budget regardless of the size of your company or the resources you have at your disposal. You can keep under your monthly budget with the help of the Google Ads tool, and you may even suspend or discontinue your ad spending at any moment.
Moving on to a more pressing concern, are Google Ads actually effective? Let's look at some facts to help us respond to this:
- The click-through rate for Google Ads is over 2%.
- 180 million impressions from display advertising are generated per month.
- Paid ads on Google receive 65% of clicks from customers who are ready to buy.
- 43% of buyers make a purchase after seeing an advertisement on YouTube.
Why should I run a Google ad?
With more than 5 billion searches performed each day, Google is the most popular search engine. Furthermore, the Google Ads platform has been in existence for about 20 years, providing it some experience and legitimacy in sponsored advertising.
People all over the world use Google as a resource to ask questions that are then answered by a combination of paid adverts and organic results.
Do you need one more? Your rivals are utilising Google Ads (and they might even be bidding on your branded terms).
Because so many businesses use Google Ads to market their brands, even if you're ranking organically for a certain search keyword, your results will be pushed down the page under those of your rivals.
There is no way around using Google Ads if you're using PPC to advertise your goods or services (the only exception might be Facebook Ads, but that's another issue).
Best Practices for Google Ads
Don't give up if you've tried advertising on Google but had little luck. Your Google Ads may not be operating as they should for a variety of reasons. However, let's first go through some common Google Ads recommended practises.
1. Use a template for PPC planning.
You can keep your PPC efforts organised by using a planner. You can preview the character counts for your advertisements, see how they will appear online, and manage your campaigns all in one location using Google and HubSpot's PPC Planning Template.
2. Avoid using general keywords.
Your strategy should include testing and fine-tuning because you really need to nail it for your keywords. Your ad will be shown to the wrong audience if your keywords are too general, which will result in fewer hits and a higher ad cost.
Examine what's working (i.e., which keywords result in clicks) and make changes to your ads as necessary to make them more relevant to your target market. The blend probably won't be perfect the first time, but you should keep introducing, eliminating, and adjusting keywords until it is. Review the keyword techniques we discuss below.
3. Avoid running pointless adverts.
You won't obtain enough clicks if your ad doesn't correspond to the searcher's intent to make your ad spend worthwhile. The keywords you are bidding on must be reflected in your headline and ad copy, and the product you are promoting in your ad must address any problems the searcher may be having.
It's a combination that will provide the outcomes you want, and it could only require a few adjustments. With the option to generate many ads per campaign, you may test different versions to see which performs best. Use Google's Responsive Search Ads option instead, or even better.
Advice: Review our list of top ad copywriting tips.
4. Raise your quality rating (QS).
Google uses your Quality Score (QS) to decide where to place your ad.
Your rank and positions on the Search Engine Results Page will improve with a higher QS (SERP). Less people will see your advertisement and you will have fewer opportunities to convert if your quality score is low.
Although Google lets you know your Quality Score, it’s your responsibility to improve it.
Tip: Keep reading to learn how to improve your QS.
5. Improve the landing page for your ads.
Your efforts shouldn't end with your advertisement; the user experience that follows a click is just as important.
When a user clicks your advertisement, what do they see? Is the conversion rate on your landing page optimised? Does the page address the problem or query of your user? The conversion process need to be easy for your user to move through.
Review best practises for landing pages and put them into practise to improve conversion rates.
Google Ads Terms must you to know
- AdRank
- Bidding
- Campaign Type
- Click-Through Rate
- Conversion Rate
- Display Network
- Ad Extensions
- Keywords
- PPC
- Quality Score
1. AdRank
2. Bidding
3. Campaign Design
You can choose from seven different campaign types before starting a sponsored campaign on Google Ads: search, display, video, shopping, app, smart, or performance max.
Text advertisements known as "search advertising" are shown alongside search results on a Google results page.
On websites that are part of the Google Display Network, display advertisements—which are often image-based—are displayed.
YouTube features six to fifteen second long video commercials.
The Google shopping tab and search results both display shopping advertisements.
App campaigns optimise ads across websites using data from your app.
Google finds the finest targeting for smart advertising to maximise your return on investment.
With the new campaign type called Performance Max, advertisers may access the entire Google Ads inventory from a single campaign.
4. Click-Through Rate (CTR)
Your CTR is the ratio of the number of clicks you receive to the number of views for your advertisement. A higher CTR implies a high-quality ad that targets pertinent keywords and matches search intent.
5. Conversion Rate (CVR)
Form submissions as a percentage of all landing page views are measured by CVR. Simply put, a high CVR indicates that your landing page offers a seamless user experience that fulfils the promise of the advertisement.
6. Display Network
Google advertising can appear on a webpage within Google's Display Network or the search results page (GDN). GDN is a network of websites that give Google Adverts space on their web pages. These text- or image-based ads are shown next to material that is pertinent to your target keywords. Google Shopping and app campaigns are the most often used Display Ad choices.
7. Extensions
With the aid of ad extensions, you may add free-of-charge information to your advertisement. Each of these ad extensions is covered here. These extensions can be classified into one of five categories: Sitelink, Call, Location, Offer, or App.
8. Keywords
Google displays a number of results that are relevant to the searcher's purpose when a user submits a query into the search field. Keywords are words or phrases that fit the searcher's query and provide the results they are looking for. Depending on the searches you want your ad to appear next to, you choose your keywords. When someone searches for "how to wipe gum off shoes," for instance, they will see results for marketers who have chosen to target terms like "gum on shoes" and "clean shoes."
Lists of keywords that you don't want to rank for are known as negative keywords. You will be removed from the bid on these keywords by Google. These are usually vaguely connected to the search terms you were going for but are unrelated to the services you provide or the keywords you want to rank for.
9. PPC
Pay-per-click advertising, also known as PPC, involves the advertiser paying for each click on an advertisement. Although PPC is not exclusive to Google Ads, it is the most typical kind of paid campaign. Before starting your first Google Ads campaign, it's critical to comprehend all aspects of PPC.
10. Quality Score (QS)
Your Quality Score gauges the effectiveness of your ad based on factors like click-through rate (CTR), keyword relevance, landing page quality, and prior SERP performance. Your AdRank is based in part on QS.
How to Use Google Ads
Have we persuaded you to start utilising Google Ads? Good. Starting is easy, but there are a few stages involved. Here is a step-by-step tutorial for creating your first Google Ads campaign.
1. Create a Google Ads account first.
Visit the Google Ads homepage first. Click "Start Now" in the top right corner of the screen.
You will be asked to sign in using an existing Google account or create a new one.
2. Pick a name for your company and a domain.
You will be directed to a screen after logging in where you must enter the name of your company and its website. Anyone who clicks on your advertisement will be directed to the URL you provide.
3. Decide on your marketing objective.
Choose your primary advertising objective next. You have four options: increase phone calls, website purchases or sign-ups, foot traffic to your storefront, and YouTube views and engagement.
4. Create your advertisement.
Your ad needs to be created next. This can be a little difficult and calls for inventiveness.
Thankfully, Google provides writing suggestions. Of course, writing an advertisement that will draw in and influence your audience is the most crucial step.
5. Include key phrase topics.
You can select keywords that go with your brand on the following page. If you're unfamiliar with keyword research, Google will offer a few for you; we advise starting with those suggestions. Click "Next" once the appropriate keywords have been chosen.
6. Choose the place for your advertisement.
You can select the area or locations where you want your advertisement to appear on the following page. It can be far from your home location or somewhere else.
7. Establish a budget.
Here, you can either specify a specific budget or choose from Google's budget possibilities.
8. Verify your payment.
Give your billing details last.
And just like that, you've made your first Google advertisement!
As you can see, creating your sponsored ads on Google is rather simple (and quick), largely because the platform guides you through the process and offers useful tips along the way. The setup should only take you ten minutes if you already have your ad wording and/or images ready.
Less evident are all the extra steps you must take to make sure your advertising are well-positioned and straightforward to track. Let's discuss these as a group. These are the actions you should do after submitting your advertising for approval.
9. Connect your Google Analytics profile.
If Google Analytics isn't already installed on your website, here's how to instal it on WordPress so you can measure visitors, conversions, objectives, and any other special data. Additionally, you must connect your Analytics account to Google Ads. Because you can monitor these occurrences in one location, linking these accounts will make tracking, analysing, and reporting between channels and campaigns much simpler.
Tips for Google Ads
Here are a few quick recommendations or best practises to keep in mind as you develop successful campaigns now that you understand how to use and set up a Google Ad campaign.
These have been extensively explored in this essay, but it is impossible to exaggerate how important they are. Use this as a checklist that you can use repeatedly.
1. Set a specific aim.
Instead of developing an ad first and then changing it to match your objectives, it's critical to clarify your objectives before you construct your advertisement. Meet with your marketing team to develop SMART goals for your Google Ads campaigns and a plan for your advertising.
2. Make a landing page that is pertinent.
Make sure the URL you enter when asked to when generating your ad points to a pertinent landing page. If your ad is compelling enough to be clicked, you risk undoing all your hard work if the landing page is subpar.
As a result, make your landing pages as effective as possible so that your advertisement can turn a curious visitor into a paying customer. For more instructions on how to construct effective landing pages, see our landing page tutorial.
3. Make good use of keywords.
It simply makes sense that you select the top keywords for your advertisement because they are so crucial.
Long-tail keywords are among the best because they can target a single firm and are extremely specialised.
Let's use the example of running a cat clinic. A local audience won't be reached by a general term like "cat clinic," but something like "cat clinic in Belvedere" is more likely to do so.
4. Automate the procedure
Conversions can be increased by optimising the bidding process. Your bids may be raised or lowered for you using tools like Smart Bidding, depending on your chances of success.
As a result, you will only invest money where there is a greater likelihood of success.
5. Make use of ad extensions
Extensions can improve the effectiveness of your advertising. You can identify your regions, services, products, or promotional offers using these extensions.
For instance, you may put your phone number in your advertisement so that people can contact and ask about your services straight away.
6. Use limiting keywords.
You can incorporate negative keywords in Google Ads. By utilising these keywords to describe what your product or service is not, you can avoid appearing in unrelated SERPs.
In the hypothetical cat clinic, you might only treat cats and not dogs or other kinds of animals. You can disregard qualifiers like "dogs" in this situation.
7. Evaluate and tweak your strategy.
You can monitor significant data like page popularity, the most popular keywords, and more when you combine your advertisements with Google Analytics.
You can enhance the quality of your advertising, increase conversions, and boost income over time by gathering and evaluating these and other information.
Get your Google Ads campaign going.
Given its power and reach, Google Ads ought to be a component of your paid campaign. Use the advice we provided to get going, and keep in mind to tweak and improve as you go.
There are just campaigns that require a little bit more work; there are no Google Ads campaigns that don't work. You have everything you need to construct an effective Google Ad campaign that generates clicks and leads by using the above strategy and information.
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