All You Need To Know To Start Running Google Ads Guide

 

The major challenge that eCommerce companies face is how to get more customers on the website. Advertising on Google is a great option for companies to boost their online visibility. It can help you increase your website traffic, increase conversion rates, and improve overall sales figures.

It is no secret that Google Ads is one of the most practical ways to grow your business. In fact, they are a leading player in digital marketing. It continues to make waves with its innovative advertising techniques. But what can you do if you want to get more out of it? In this article, I will be explaining how you can make the most of Google Ads and grow your sales through them.

What are Google Ads?

Google Ads (formerly called Google AdWords and Google AdWords Express) is a cost-effective method of online advertising. It offers various features including Ad Targeting, Display Ad Builder Ads, Google Analytics, and other services. Through this Google service, you can place your ads on other Google ad space such as Google Search, Gmail, Youtube, Google Maps, and more.

What’s good about this type of paid advertisement is that it allows you to manage your advertising campaigns. It also provides you with analytics to track your campaign performance. Google Ads offers you the opportunity to target your ads to users based on their search queries and website preferences which makes it more capable of reaching out to potential customers online.

What are the Benefits of Using Google Ads in Your Business? 

Google Ads is one of the most powerful digital marketing platforms to help reach your target audience with just a few clicks. Through this, you can create, manage, and optimize ads for your website, app, or social media pages. The major benefits of using Google Ads include the following:

Increase Reach

Google Ads can help you increase your reach by targeting potential customers based on their interests, location, and search queries. Plus, it provides you with multiple ways to target specific audiences, for example optimizing your ads to run on keyword-targeted campaigns. Its targeting tools also enable you to find potential buyers who are close by, search for advertisers who are doing better than you with their similar audience, and target people with the same interests as yours.

At the same time, you can have total control of your budget. This helps in spending less when using Google Ads without having to worry about having too many promotions that would cause an unnatural effect on search results.

Boost More Traffic

Did you know that Google has dominated the search engine market ever since the introduction of Google Search in 1997? This platform has gained a 92.47 percent market share for the year 2021. That’s why it is important to maximize your website ranking. Google Ads are a better way to get the most out of your online marketing campaigns. Improving your search engine optimization (SEO) and doing your advertisements on Google for maximum benefit can bring a huge impact on your traffic.

Drive More Profit

Google ads are the first place most customers look when they want to buy a product or service.  Based on statistics, the conversion rate is 50% more successful than organic search results. When you spend money on Google ads, you are not just buying clicks on your ad. You are also getting valuable data about the audience that is interested in your business. You can use this information to target new customers and boost sales.

Usually Outperforms Facebook Ads

It has been widely observes that Facebook Ads no longer work as well as before ever since the iOS privacy update and with more people utilising adblockers. They are not as accurate with targeting anymore and you can see more and more marketing experts recommend that Meta Ads are just much better for building awareness and connecting with customers.

Different Types of Google Ads

Google Ads is a pay-per-click (PPC) advertising platform. It allows you to advertise to your target audience by bidding on keywords and text ads. The following are the different ad formats of Google Ads.

• Search Network Campaign
• Display Network Campaign
• Video Campaign
• Shopping Campaign
• App Campaign

Search Network Campaign

Google Search Network Campaign is a type of Google Ad that are used to drive traffic to your website. Search ads are helpful in getting more leads as well as in increasing both your online and in-store sales. Typically, search ad campaigns are in text form. So when a customer uses Google Search to find a product that is similar to what you are selling, your ad will appear as one of the search result on the top 3 ad rank.

Display Network Campaign

Google Display Network Campaigns are kind of online ads that are great in promoting your brand and generating product awareness. According to Google, it can reach 90% of internet users worldwide. Through this, you can generate more leads which will result in better ROI. Here, you use images to create your display ads.

Video Campaign

Video campaigns are the ads that appear on Youtube either at the beginning or middle of the video content. Usually, the length of the video ad ranges from 6 seconds to 15 seconds. Beyond that, users may opt to not watch the entire video and click the “Skip Ads” button instead.

This type of campaign is effective in capturing your audience and keeping them engaged. Video ads are also useful in getting people to visit your website and building brand awareness.

In order to know your ad performance, you need to link your Google Ads account with your Youtube channel. Youtube analytics can also provide you with valuable info to understand how your audience is interacting with your video ads.

Shopping Campaign

Google shopping ad is one of the advanced campaigns in Google Ads. This is usually used to promote your products. Here, you can use text and photos to advertise the item you are selling. You can also put a product title, product price, your store name, and other important details so target customers may find your product when they are searching online.

Shopping campaigns are beneficial for small businesses. This is powerful in promoting online and local inventory. Plus, it helps them generate more leads and drive qualified traffic to their websites. This can even increase customer visits to their physical store.

App Campaign

This PPC campaign is another advanced ad format in Google. This is more useful to businesses that are offering iOS or Android apps. Here, Google helps you reach the right audience by optimizing and advertising your app on Google Search, Youtube, Google Play, and more. Plus, you can improve your ad campaign performance through its Smart Bidding feature. In this way, you can efficiently promote your mobile app.

How Does Google Ads Work?

Google ads work by matching up related keywords with ads. They look for advertisements that are relevant and will be most effective based on the searches of the day. If an ad is found, it is displayed as a result of the search. Once it is determined that this advertisement will result in the most ROI, an impression of your ad will be displayed on Google Search Results Pages.

All ads are placed using bid amounts based on where they fit into all three search results (organic) levels shown above (ads at the top position for general queries can cost thousands per click; boxes 1 and 2 above each contain more specific segments.) Advertisers set these bids manually and can adjust them. These can all be done in Google Ad Manager, the Google Ads platform for managing your ads.

6 Tips on Advertising on Google

Google Ads can help you to get more customers and increase sales. However, these are only useful if they are delivered to the right people. If you are not doing this already or have done it in the past but were not able to get a good result, here are my practical tips for you.

Establish a Clear Objective

A clear objective is one of the best practices on Google Ads. Without one, your campaign won’t have direction and it will be difficult to know what you are trying to achieve. Creating a goal that you can measure will help limit your risk. You also need to consider the metrics that are important for success. For example, if you want more website visitors you may opt to use Search Network Campaigns.

Set Your Budget

How much does Google Ads cost? Well, it is cheaper than you think! Google allows you to set your budget and have total control over it. You will not be charged if the audience has not interacted with your campaign or clicked the link to visit your website. However, you still need to set your budget so you will not spend more than what you are capable of. Another advantage of having a working budget is that it helps you to maximize your resources.

Identify Your Target Audience

One of the most important things to do when doing Google Ads is to identify who you are trying to reach. By understanding the specific audience better, you can create effective ads that communicate with them properly. Also, you can ensure that you are appealing to the people who will be most likely to buy your products or services. Once this has been achieved, your campaign will be easier to manage.

Use Google Keyword Planner for Keyword Research

Google Keyword Planner is a free Google product that tells you the search volume of different keywords. When setting up a Google Ads campaign, it is essential to conduct proper keyword research. This ensures that you are advertising to a potential customer who will be most likely to buy your products or services while also limiting the risk of reaching irrelevant audiences. Without this research, your campaign will not have direction and could end up missing its desired audience.

Use Negative Keywords

Negative Keywords are an essential filter tool in Google Ads.  It allows advertisers to display their ads only to the right group of audience. Advertisers should make it a habit to include negative keywords in their campaigns. By adding specific keywords that represent your threat list, you can maximize the impact of your campaign. You can also prevent reaching out to potential audiences that don’t match your advertisements or website landing pages. To know how to add negative keywords to your campaign, see the step-by-step guide I provided in the next section.

Make Your Ads Mobile-Friendly

Did you know that mobile is more effective in driving traffic than desktop? Based on the Impact report,  55% of worldwide online traffic came from mobile while only 42% came from desktop. They even projected that by 2025, 73% of users will use their mobile phones to access the internet. So if you are not making your ads mobile-friendly, then you are losing your opportunity to promote your business and reach your target audience more effectively.

Getting Started with Google Ads

Google Ads is a very effective tool to advertise your business online. It allows you to target your audience and create a more personal and engaging experience for them. In this section, I provided a step-by-step guide for the following: 

• How to Create a Google Ads Account?
• How to Set Up Your First Campaign on Google Ads?
• How to Add Negative Keywords to Google Ads Campaign? 

How to Create a Google Ads Account?

To start advertising on Google, you need to have an account for Google Ads. This is different from your standard Google account. But before creating a Google Ads account, make sure you have a registered business email address and website. If you don’t have a business website, no need to worry because you can still advertise on Google using the Smart campaign. 

1. Go to Google Ads website. 

2. On the upper right corner of your dashboard, click the Sign In button to start.  

3. Click on New Google Ads Account. 

4. Click on Switch to Expert Mode. 

5. Click on Create an account without a campaign. 

6. Then, use the arrow down to select the appropriate information for the Billing Country, Time zone, and Currency. Please note that you cannot change this information once you confirm your business information. So you need to choose the right details carefully. Once done, click on the Submit button. 

7. Congratulations! You now have a Google Ads account. If you want to explore your account, just click the button. 

How to Set Up a Campaign on Google Ads?

Setting up your campaign on Google Ads is as easy as creating an account. Just follow my step-by-step tutorial below. 

1. Log in to your Google Ads account. 

2. Once logged in, go to the left side corner of your dashboard. Then, click on Campaigns. 

3. On the campaign page, click the plus button. Then, click on the New campaign. 

4. On the New campaign page, you need to choose your Campaign Goal and Campaign Type. You also need to provide the URL of your business website and a campaign name. Once done, click the button to continue. For this example, I chose Website traffic as my campaign goal and Search Ads for my campaign type. 

5. Enter the average daily budget you want to set for your campaign. Choose what type of bidding you want to focus on. Once done setting up your budget and bidding, click on Next. 

6. The next thing you need to set up is the Campaign settings. Here, you need to choose the networks (you can choose both), the location you want to target, and the language your customers speak. If you want to be more specific in your targeting, you can also set up the Audience segment and Dynamic Search Ads setting. Once you are done, just click on Next. 

7. For the Keywords and ads, begin first by setting up Ad group 1. If you want to get keywords suggestions, you need to enter the related web page URL and the products or services. Once done, click on Get Keywords. Then, you need to enter keywords in the box below. Please note that the keywords you should be using are the words or phrases that match with the terms people are using when searching online. Google will then, upon entering your keywords, give you figures of your estimated conversion and clicks per day. This can be seen at the right side corner of your screen. 

8. Scroll down a bit to set up your Ads. Enter the final URL and the Display path. Provide as well your headlines (enter 3 to 15 headlines with up to 30 characters) and descriptions (enter 2 to 4 descriptions with up to 90 characters). To preview your ad, just click the icon for device and desktop. Once done, click on Next.

9. Then, to get more clicks from your target customers, you need to set up the following Extensions: 

• Sitelink Extensions
• Callout Extensions
• Call Extensions
• Image Extensions

Once done, click on Next.

10. The final step will be to review your campaign. Here, Google allows you to double-check the details before publishing your ad. If there are some errors that need fixing, Google will also notify you. Once done checking, click the button to publish your campaign. 

How to Add Negative Keywords to Google Ads Campaign? 

Negative keywords are included in a search engine query to limit the scope and number of returned results. These terms typically complement direct match terms and are effective in irrelevant results. Using these can prevent you from targeting audiences that are not interested in your products.  

Here’s how you can add negative keywords to your Google Ads Campaign.

1. On the left side of your dashboard, click on Keywords from the page menu. Then, click on Negative Keywords. 

2. You can either click the plus button or the +Negative Keywords. 

3. Start by choosing Add negative keywords or create a new list. Click on the arrow down and choose Campaign. Then, click on Select a campaign to add negative keywords to your existing ad campaigns. Enter your negative keywords in the box provided. Once done, click on the button to save it. 

Final Thought

Google Ads or Google AdWords is a great tool for businesses to help increase their online presence. This is also designed to give advertisers the best results and maximize their ROI. Through this platform, it is possible to target your audience based on their demographics and other preferences. In this way, you can promote your business in a more effective way. Aside from this, you can also create a more personal and engaging experience for them.