Getting Started With Google Ads

Getting Started With Google Ads

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We're living in unprecedented times, with a lot of of us practically limited to our homes as a result of the coronavirus pandemic. As a small business owner you may not able to operate your organization at this time. However, the enforced social isolation actually provides you with the time for other useful activities which could result in your organization returning stronger than before following the pandemic is over. One such activity is to look at other way of promoting your business online, in particular through the use of google ad manager.



What are Google Ads?

The basic notion of Google Ads is that when someone types research online term into Google, seeking a specific product or service, a number of ads are triggered. The resulting ads can have either towards the top or bottom from the resulting Search Engine Results Page (SERP). A go through the ad takes the mark customer to a page of one's website known as a landing page, the intention of which would be to convert the lead you've just acquired into an authentic customer.

Google determines which ads to exhibit and in which positions for the SERP based on numerous factors. These include the purchase price you are willing to pay for your ad to be displayed for each and every particular keyword. This is called the bid price since you are bidding against the competition in order to achieve the desired position about the SERP.

The Google Ads Platform

Once you've created a Google account and signed to the Google Ads platform, it may seem rather daunting initially as countless options and features can be found. The first step is usually to create a Campaign, then within that Campaign you'll have Ad Groups, the Ads themselves along with the keywords you want to target.

The Campaign

Google Ads Campaigns tend to be geographically targeted, particularly for local businesses servicing a particular geographical area. Within the campaign settings you may define your target area, your maximum daily spend and a number of other important criteria.

Ad Groups

You might have one or more Ad Groups within a selected campaign, and within each Ad Group one or more Ads which each point out the same landing page. Within the Ad Group you define the bids for that keywords in this Ad Group although these can also be customised on the keyword level.

Ads

The ads themselves can take many different forms but a typical text ad has a squeeze page destination, three headlines as well as lines of description. Not all the written text you define will necessarily see in the ad because exact format from the displayed ad are at Google's discretion.

The text in the ads should correlate closely using the keywords inside the Ad Group and one in the options provided is to include the keyword text inside ad itself. Your purpose is usually to get the attention of the prospective customer so they will want to select your ad after typing their search term into Google.

Keywords

Keyword research is in the heart of Pay Per Click (PPC) advertising since the keywords are what the potential customer types in to Google using the result your ad is triggered. You may be capable to think of many different possible keywords relevant to your company and you might be free to feature practically as many keywords as you like. Keywords could be one or two words long (they're known as short-tail keywords) or they will often contain multiple words or short phrases, in which case they are called long-tail keywords. You should try to have a good mixture of short and long-tail keywords. In general the short-tail keywords may well be more competitive, providing a higher cost per click.

Landing pages

The one element of your campaign that's not defined inside the Google Ads platform itself is the squeeze page. This is the page on the website which is the destination when a commercial is clicked. Content on this page should correlate closely with the targeted keywords themselves and also the text with the ad. The purpose of one's landing page is always that the probability would take whatever next step you are after, for example to make a booking, to complete a form, in order to call you. Ideally you'll create a squeeze page for each Ad Group, which clearly speaks to the customer's intent with all the keyword they've got entered.

Quality score

The prices you spend on your clicks will vary in real time and will depend on quality scores defined for every keyword by Google. The calculation from the quality score is based around the relevance from the ad triggered by that keyword, the squeeze page experience for the objective customer, and Google's estimate of how likely it is always that your ad will probably be clicked.

Performance monitoring

It's imperative that you monitor how your ads are performing often. Within the Google Ads platform you are going to be able understand the exact text keyed in by potential clients which has triggered your ads. You can employ this information to develop out your keyword list with additional long-tail keywords. You also have negative keyword lists that happen to be lists of keywords which, when included inside customer's search, ought not trigger your ad.

You can also understand the positioning you've achieved on your ads about the SERP and you may use this data to ascertain whether you should adjust your bids to offer your ads greater visibility. Of course you might also find that the ads are regularly appearing within the top position which means that you may be paying too much for those clicks. Through a process of regular review and trial and error, you'll be able to determine the best choice bid per keyword.

This is a huge top-level review of the concepts and building blocks with the Google Ads platform. Hopefully it has been enough to demystify the idea and get you interested in learning more to determine whether that is something you might want to add in your internet marketing arsenal.