Getting Started With Google Ads

Getting Started With Google Ads

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We're surviving in unprecedented times, with lots of of us practically restricted to our homes on account of the coronavirus pandemic. As a small business operator you may no longer be able to operate your business at this time. However, the enforced social isolation actually can provide the time for other useful activities which could result in your organization returning stronger than before after the pandemic is finished. One such activity could be to look at other method of promoting your small business online, in particular through the use of google ads management.



What are Google Ads?

The basic idea of Google Ads is when someone types a search term into Google, seeking a certain product or service, a number of ads are triggered. The resulting ads will show either on the top or bottom of the resulting Search Engine Results Page (SERP). A click the ad takes the potential customer to a page of your website known as the landing page, the purpose of which is to convert the lead you've just acquired into a real customer.

Google determines which ads to exhibit and in which positions on the SERP based on a number of factors. These include the price you are happy to pay for that ad to get displayed for every particular keyword. This is called the bid price since you happen to be 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 so many options and features can be obtained. The first step is to create a Campaign, then within that Campaign you should have Ad Groups, the Ads themselves and the keywords you want to target.

The Campaign

Google Ads Campaigns will often be geographically targeted, particularly for local businesses servicing a specific geographical area. Within the campaign settings you are going to define your target area, your maximum daily spend and numerous other important criteria.

Ad Groups

You will surely have one or more Ad Groups within a particular campaign, and within each Ad Group more than one Ads which each examine the same squeeze page. Within the Ad Group you define the bids for that keywords in that Ad Group although these could also be customised on the keyword level.

Ads

The ads themselves can take numerous different forms but a typical text ad has a web page destination, three headlines and a couple lines of description. Not all the text you define will necessarily have a look at in the ad because the exact format of the displayed ad is a Google's discretion.

The text in the ads should correlate closely with all the keywords inside the Ad Group and one with the options provided is usually to include the keyword text inside ad itself. Your purpose would be to get the attention from the prospective customer in order that they will want to click your ad after typing their search phrase into Google.

Keywords

Keyword research is with the heart of Pay Per Click (PPC) advertising since the keywords are what the objective customer types directly into Google while using result that the ad is triggered. You may be capable to think of a variety of possible keywords relevant to your small business and you might be free to incorporate practically as many keywords as you desire. Keywords may be one or two words long (these are known as short-tail keywords) or they could contain multiple words or short phrases, whereby they are called long-tail keywords. You should try and have a good mixture of short and long-tail keywords. In general the short-tail keywords is often more competitive, producing a higher cost per click.

Landing pages

The one element of your respective campaign that's not defined within the Google Ads platform itself is the squeeze page. This is the page in your website which is the destination when an advert is clicked. Content in this article should correlate closely using the targeted keywords themselves as well as the text from the ad. The purpose of the landing page is that the prospective client would take whatever next step you happen to be after, as an example to make a booking, to finish a form, in order to call you. Ideally you'll create a landing page for each Ad Group, which clearly speaks to the customer's intent with the keyword they have entered.

Quality score

The prices you spend on your clicks will change in real time and can depend on quality scores defined for each keyword by Google. The calculation in the quality score is based about the relevance from the ad triggered by that keyword, the landing page experience for the potential customer, and Google's estimate of how likely it is your ad will probably be clicked.

Performance monitoring

It's vital that you monitor how your ads are performing on a regular basis. Within the Google Ads platform you are going to be able start to see the exact text typed in by prospective customers which has triggered your ads. You can employ this information to construct out your keyword list with additional long-tail keywords. You also have negative keyword lists which are lists of keywords which, when included inside the customer's search, ought not trigger your ad.

You can also begin to see the positioning you've achieved on your ads on the SERP and you may use this data to discover whether you need to adjust your bids to provide your ads greater visibility. Of course you could also find that your particular ads are regularly appearing within the top position which means that you might be paying an excessive amount of for those clicks. Through a procedure for regular review and experimentation, it is possible to determine the best choice bid per keyword.

This has been a top-level summary of the concepts and building blocks from the Google Ads platform. Hopefully it has been enough to demystify the idea and get you curious about learning more to ascertain whether this can be something you might want to add in your online marketing arsenal.