Google Ads Guide
(Learn All You Need To know About Google Ads)

If you’ve thought about setting up ads to reach the target market ideally suited for your products/services, then the first thing you’re going to want to do is to make sure the money you spend on those ads, is well spent and in the right place of course.

If you’ve ever considered running Google Ads, you might already know that Google is one of the most popular websites in the world. The ads run across several different platforms like YouTube, Google, Blogger and literally millions of other websites. This collection of websites is referred to as the Google Display Network.

We’re talking about over 246 million unique visitors, 3.5 billion daily interactions and an approximate 700% return on investment.

Today, Google Ads is a paid platform for advertising. It also falls under the marketing channel that is known as pay-per-click. This means, you as an advertiser pays for each click or impression on ads running.

So basically, what happens is that the more people click on your ad, the higher your chances are of winning a new client (or a lead in the very least).

One of the major advantages of advertising on a network like this is how expansive it is. Meaning that your ads get maximum exposure across a multitude of platforms.

And in case you are wondering if Google ads work, take a look at the figures.

Display ads alone across the Google Display Network bring in around 180 million impressions every single month. It’s estimated that 43% of people buy something they have seen in a YouTube ad while paid adverts that appear on Google see up to 65% of traffic by people clicking the ad to find out more.

Do Google ads work? Yes, they do. If you can learn how to optimize your ad campaigns and lead flow (what happens to the lead when they click the ad) then it is possible to create high returns on your marketing campaigns by making your marketing campaigns work for you.

Why choose Google?

In addition to being one of the most used search engines in the world, receiving up to 3.5 billion search queries every day, the network has been around for almost two decades. So not only has it demonstrated resilience over the years but it also works. Google has become a resource for people who need to find out information by asking questions. The engine then returns its answers with a mix of paid advertisements and organic traffic. According to the search engine, advertisers earn $8 for every $1 they outlay on their marketing campaigns.

And in case you still need a reason to consider advertising on Google, remember your competitors are using it too which means every lead you are not advertising to is a lead that becomes a competitors client.

Even if you are ranked nicely for search terms organically with Google, your results are most surely being pushed down the page because of paid advertising from other businesses like yours.

You know by now, people searching for information on a search engine very rarely go past the first page let along scroll down to the bottom of that first page.

The bottom line is that if you are advertising your businesses and services/products with PPC, you should be including Google ads in that paid strategy to win over new clients.

Google ads are great because they display your ads to audiences that you would ideally like to convert into clients. As an advertiser, you will bid on specific search terms that your leads would most likely be entering in order to find a solution to their problem.

The winners of those bids are either then placed on the top of the search results, in YouTube videos or across different types of websites all depending on the kind of campaign you have selected to run.

There is also the other side of the story of those people who are using Google ads but have not had much success with it. There are a lot of reasons why your ads may not have worked. We’ll explore a few of those below. 

Keyword Terms Too Broad

This is something you need to get right which is really important to test and adjust along the way. Think about it this way, if your terms are too broad, your ads will be placed in front of the wrong audiences which means you will have fewer people interested to click through. Regularly go over the terms that are working and make changes to the ones not bringing in results.

Ads That Are Not Relevant

Make sure the ads that you are paying to display to large numbers of people match the persons search and their intention. Things like headlines and the ad copy need to match the keywords you have placed bids on. Think about it this way. For your ads to be successful, they need to solve problems that people are looking for solutions for. Remember to split test if ads are not performing and adjust along the way to get the best results.

Your Ad Has A Low Quality Score (QS)

Your ad QS is responsible for how your ad will rank. Obviously, the higher this score is, the better it will be for your placements. Google will communicate your score to you it’s best to work on improving it for even better results.

Landing Page Not Converting

A lot of people don’t realise that all the work alone doesn’t go into the ad. Once your ad is doing what it needs to be doing and directing traffic to an external source like a landing page, the landing page needs to also help in converting the lead to a buyer. Is your landing page optimised for mobile, is the headline and copy appropriate, is the page able to solve the visitor’s problem.

Types Of Ad Campaigns

There are three types of ad campaigns you can choose to run with Google Ads. These are Search, Display or Video.

Search ads are the adverts that will appear on the results page of your search engine. So when you type in ‘How to sell my house’ in the search engine, the results that it brings back are where these adverts will appear. If you are a real estate agent and want to search for new clients to list with you, you’d want to bid on those keywords.

Why this kind of ad works is because your information (and the solution) is delivered to the viewers in the place they are looking for the answers. Your ad is shown in the same format as search results so it feels less like they are being pitched to also.

For Display ads, Google makes use of its vast network of websites across different industries. This collection is known as the Google Display Network and has a large offering of different audiences.

These ads work because your content is displayed across a large audience of the right kind of audience. Plus website owners are paid for every click that someone makes on the ad while on their site. These kinds of ads generally comprise visual ads that are designed to draw the viewers attention away from the content on a particular site.

Lastly, you have video ads that are shown either before during or after YouTube videos. It’s important to keep in mind that YouTube is a search engine too and that if you choose the right keywords, the respective ads will show up in front of videos. These ads are designed to disrupt the viewers' attention enough to see what you are trying to show them.

When setting up your ads, it’s important to remember what role your location can play on the campaign. You will need to set up a geographical location where your ad will be shown. For e-commerce campaigns, you ideally want to set locations up that you deliver to. Similarly, if your services or products are available worldwide, then there really is no limit to who you can show your ads to.

Some Things To Keep In Mind…

It’s really important that you do your own keyword research well because they need to match with whatever searches users are running. Google then matches your advert with those corresponding queries. Each ad group that you create in your campaign targets a set of keywords (the best is one to five keywords) and then Google displays your ads based on what you have specified. It’s really important to get this part right because it can mean your campaign reaches the right audience or does not reach anyone because it is too broad.

When choosing your keywords, you have a little room to play with because of something called match types. These let Google know if you want to match queries exactly or if your ad should be displayed to anyone in a search query that is semi-related. You can choose from these match types: Broad match, Phrase Match, and Exact Match.

Your Headline & Description

It’s important that you get these right on your ad because it can mean that people click or not click your ads. Be sure to make the copy on the ads match what users are looking to solve and establish the pain points you want to remind the users about in order to show you have a viable solution for them.

Google Ads Terms To Remember

AdRank: This determines where your ads are placed. The higher you are ranked, the further up your ads will appear and the better chance you have of getting prospects clicking your ad.

Bidding: Google ads work on a bidding system where you need to select a maximum bid amount you are willing to pay when people click your ads. The more you bid, the better your placements are likely to be. You can choose from three options when bidding, cost per click (pay for each ad click), cost per mille(what you pay when your ad is shown to 1000 people) and cost per engagement (what you pay when someone takes an action with your ad)..

Campaign Type: You will need to select between search, display or video in order to start your campaign.

Click-Through Rate (CTR): This is the number of clicks you receive on your ad in proportion to the number of views your ad receives. The higher your CTR, the more successful your campaign is.

Conversion Rate (CVR): This is the measure of form visits compared to the total number of visits people make to your landing page as a result of clicking your ad.

You want this to be higher because that shows people have started the conversion process.

Automated vs. Manual Bidding: There are two types of bidding you can perform when setting up your ads.

Automated Bidding puts Google in control by allowing the platform to adjust and moderate your bids according to your competition. You are able to set a maximum budget and Google will work with your restrictions to best deliver you results.

Manual Bidding gives you the control because you need to set the bid amount limits for your ads. This option gives you the chance to reduce your spending on ads that are low performing.

Does the thought of getting Google Ad campaigns started stress you out or are you unsure about how much to spend and why?

Book a free strategy session today and get started the right way.

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