Google is the most popular and used search engine across the globe. Updated statistics by SearchEngineLand estimated that “Google receives over 63,000 searches per second on any given day.
Average figures translate into at least 2 trillion searches per year, 3.8 million searches per minute, 228 million searches per hour, and 5.6 billion searches per day.”
These efficacious figures make Google the best medium to display your advertisements with a guarantee of output. Being the de facto leader of the online world with immense reach, Google ads are the most effective way to get in touch with your potential clients.
Google AdWords, or better known as Google Ads after rebranding in 2018, has an expansive reach that adds up multiple folds in your brand being seen by your target audience.
This guide will help you start with Google Ads, understand how Google ads work, Google ad campaigns, and different strategies to optimize your Google ads experience.
What are Google Ads?
Google ads is a PPC (Pay per Click) or Click per Impression (CPM) online marketing platform. Companies pay per click/impression for their ads to move their websites upwards in SERP, which results in increased traffic, better rankings, brand awareness and gain market share better than other vendors.
Depending upon the advertisement campaign’s goal, an advertiser can choose an advertising option from two Google networks. Options offered in both networks vary from each other to fit the advertising needs of all segments.
- Display Network: Ads displayed under these campaigns are “Pull” advertising; ads are displayed in front of the target market without waiting for them to search about you. Unlike search networks, search results are displayed across different mediums of Google, i.e., Gmail, YouTube, and partner sites. Display networks come in handy at the discovery stage when brands are looking to create awareness and want people to know about them even when people are not aware that they need that product. Google Ads display network offers most options (a type of placements, audience characteristics, target market grouping options, et cetera) to fit the service with your advertising needs.
- Search Network: these are actual research results that appear on the top of SERP when people search about different keywords. Ads under search network campaigns are also displayed on other Google properties and partners which support text-based texts. These campaigns work best to increase traffic/sales, win a competitive edge over competitors, and hyper-targeting audiences looking for your products/services. Every time you search for a keyword, you must have noticed a little ‘Ad’ tag on the top three search results usually. These results are almost identical to organic SERP results. The only difference is that these search results are advertised via Google Ads, which moved them to the top of the keywords specific to the website.
Combining both of these is a great way to hit-up the sale revenues.
When there are a ginormous amount of niches and uncountable websites in each niche, you can easily get unnoticed on Google despite your marketing/SEO efforts.
Google Ads is the best available source to traffic/leads to your website instantly compared to SEO and marketing efforts, where a website can take days to weeks to start moving up in search rankings and get traffic.
How do Google Ads work?
Oversimplifying it as much as possible; Google Ads display the advertised websites on the top of the Search Engine Result Page (SERP) for a query made about keywords advertised by website owners.
It also allows you to do pull advertisement, where people aren’t actively looking for the product, but an ad is displayed in front of them on Google/partner networks to make them aware of the product.
Google Ads offer users to choose their bids and budget with complete freedom of changing them anytime. This customization makes it a very cost-effective form of advertisement especially compared to traditional marketing. It offers a win-win sitch to all parties involved, especially marketers.
Marketers have to pay only when a user fulfills the actions intended by their Google ads campaign; click, lead, or an actual purchase.
Why your business needs Google Ads?
No matter how many customers you have or how much reputation have locally, if you are not a well-renowned brand or multinational corporation, your business website will struggle to show up on the top of SERP.
Paid advertisement using Google Ads instantly moves your website on the top of SERP, increasing your site traffic, brand awareness, sales, and revenues.
Besides the immense reach, Google Ads is a cost-cutting way of advertisement with a greater return on investment (ROI) than any other traditional means (TV, radio, newspaper).
The average ROI Google ads bring 8$ for every $1 spent.
Work for every advertising budget
Google Ads allow everyone to set their monthly budget cap, which can be changed r paused anytime. Once the budget is set, not a single cent is spent over this budget.
You can reach your relevant customer without stepping out from your budget.
Google Ads precise targeting gives advertisers more edge to reach the targeted audience with much efficiency.
It has many smart features, i.e., Geo-targeting, device targeting, timely ad scheduling making sure every ad reaches the desired eyeball.
SEO and other sorts of marketing efforts, even with professionals’ help, can take up to months towards the top of Google Rankings.
Compared to all other traditional and non-traditional methods, Google Ads shows the quickest results to move the page at the top of SERP and drive site traffic.
Allowing potential customers to find you
A detailed study by Chitika found out that the first search result gets 33% of traffic roughly – 18% more compared to 2nd result. Another search result quoted by Neil Patel found that 75% of people mostly don’t scroll past the first page.
Around 1 trillion searches are made every single month; relying solely on SEO practices to appear on the first page is not a powerful option in this highly competitive environment.
Using Google Ads to move on the top is a way to monopolize your target market to visit your website. Most of these people are your potential customers and leads towards actual sales.
Google Ads gives complete freedom to create and share ads on the time you want on both mobile and desktop.
It makes sure that your ads are displayed at the ideal time when the probability of your potential client coming across your ad is high.
Common terms you will come across while using Google Ads:
- Keywords: these are the words or phrases people are searching on Google. Keywords make it possible for users to find your site. Google displays your page at the top of SERP whenever a search is made using keywords in your web content you advertised.
- SERP: SERP or Search Engine Results Pages are the Google pages displayed to respond to a query by users.
- Ad Rank: it is the value of ad placement. The higher the value, the higher you will be ranked by Google Ads. Higher ranks are allocated depending upon the highest bids and the website quality score determined by different Google analytics.
- GDN: it stands for Google Display Networks. It is a network of Google applications, videos, and websites where ads appear. These all sites of this network are mediums that provide spaces to display ads.
- Bidding: it is the highest amount you are willing to spend per click/engagement. Advertiser with the highest bidding gets the top position and so on.
- CPC: Cost per click is the amount for each click on your ad leading to your website.
- CPM: cost per mile is usually associated with display network where you pay per thousand impressions on your ad
- CPE: it stands for cost per engagement. Using different tools in Google Ads, the advertiser sets a particular parameter/action associated with Ad. The amount is paid whenever that predetermined action takes place.
- CTR: Click-through rate is Clicks ÷ impressions = CTR. CTR is also one of the key components of Google’s quality score formula. CTR is essential as it indicates either campaign is displayed in front of the right target market or not.
- Campaigns: these are the types of advertisements you want using Google Ads. These are search ads (displayed above search results), display ads (shown on web pages as a pull campaign), and video campaigns (5 to 15 seconds of videos shown to YouTube users before the video begins).
- Conversion: a user performing a specific action (purchasing a product, installing a mobile app, signing up for an email list, etc.) after clicking an advertised site or viewing a displayed ad.
- Conversion Rate: Conversion rate indicates the success rate of an advertisement campaign. Conversion rate is the number of conversions divided by the total ad interactions.
- Quality score: QS is determined by the past performance of your keywords in past ad campaigns. With higher QS, it is possible to get higher ad ranking positions at prices with lower bidding prices. Previously, it was possible to get higher rankings for any keyword with higher bids. After 2018 changes, quality score matters the most to get higher rankings.
- Extensions: Extensions are different sorts of additional information shown with your ad to give your potential client more reasons to prefer you besides increasing the ad rank and click-through rate. More the extensions, more the target market is sure about business legitimacy. Extensions can be added or removed from advertisement campaigns anytime via settings.
How to start with Google Ads?
If you do not have an existing account on Google Ads, sign-up for it.
Go to ads.google.com and click on ‘Create new Google ads account.’ A new window will appear with the question of ‘what’s your main advertising goal’ with three options:
- Get more calls
- Get more website sales or sign-up
- Get more visits to your physical location
Select the option which suits best the nature of your business. Click next.
Insert the name of the business in the next window. Click next. After that, several windows will appear on your screen asking about a different business aspect, i.e., website address, location, mobile/desktop, etc.
Fill out every field and keep clicking next. All this information will help Google to learn about your business to optimize your user experience.
2. Start campaign
Once signed up, click on “Start campaign” on the homepage.
3. Choose a campaign type and name
You can choose either you want a search campaign or a display campaign. Both campaigns are almost identical to set except setting parameters.
Most businesses and beginners prefer search network campaigns, so we will cover how to set this campaign in further steps.
Insert name and nature of your product/service in your campaign. Click next.
4. Select geo-location
Select the location where you want your ads to display. It can vary from a locality to a city to a country. Choose it wisely, depending upon your target market and budget.
Select a monthly ad budget and preferred method of payment. You can choose among manual payment where you have to pay before the campaign begins, automatic payment where you insert credit card number and charges are deducted from your bank account automatically, or monthly invoicing where qualified business owners can use service at credit and pay at the end of the month.
6. Add keywords in the campaign
This step is the gist of advertising with Google Ads. Search for the best keywords and keywords which your target market is searching for.
Adding more keywords will cost you more money. Instead of quantity, focus on the quality and relevancy of keywords.
After adding keywords, click next.
7. Create an ad
In this step, you will have to add headlines and ad descriptions. All this data will appear in front of customers as your ad, so be very relevant and smart while creating an ad.
Last but not least, set appropriate conversion metrics before turning on the ad. These metrics will tell you the success rate of the campaign. Common conversion metrics are:
- Webform leads
- E-commerce orders
- Calls from ads
- Calls from the website
- Imports from sales that occur off of the internet
As a business or a site owner, advertisements via Google Ads should be part of your marketing strategy.
Besides being cost-efficient, it bears more benefits for you compared to any traditional or non-traditional advertisement medium.