Getting Started With Google Ads

Getting Started With Google Ads

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We're moving into unprecedented times, with many of us practically restricted to our homes because of the coronavirus pandemic. As a small company owner 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 may result in your business returning stronger than before as soon as the pandemic is finished. One such activity could be to look at other ways of promoting your organization online, especially through the use of google ad manager account.



What are Google Ads?

The basic concept of Google Ads is when someone types searching term into Google, seeking a particular product or service, several ads are triggered. The resulting ads will show either towards top or even the bottom in the resulting Search Engine Results Page (SERP). A click the ad takes the prospective customer with a page of your website termed as a landing page, the objective of which is usually to convert the lead you've just acquired into a genuine customer.

Google determines which ads to show and in which positions about the SERP based on a number of 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 on the SERP.

The Google Ads Platform

Once you've designed a Google account and signed into the Google Ads platform, it may look like rather daunting in the beginning as so many options and features can be purchased. The first step is always to create a Campaign, then within that Campaign you will have Ad Groups, the Ads themselves and also the keywords you want to target.

The Campaign

Google Ads Campaigns in many cases are geographically targeted, particularly for local businesses servicing a selected geographical area. Within the campaign settings you are going to define your target area, your maximum daily spend and many other important criteria.

Ad Groups

You might have one or more Ad Groups within a selected campaign, and within each Ad Group a number of Ads which each point out the same landing page. Within the Ad Group you define the bids for your keywords in this Ad Group although it may also be customised with the keyword level.

Ads

The ads themselves can take a number of different forms but a normal text ad has a squeeze page destination, three headlines and a couple lines of description. Not all the writing you define will necessarily see in the ad because the exact format of the displayed ad are at Google's discretion.

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

Keywords

Keyword research is with the heart of Pay Per Click (PPC) advertising as the keywords are what the mark customer types into Google with the result that your ad is triggered. You may be capable of think of a number of possible keywords relevant to your business and you're free to add practically numerous keywords as you like. Keywords could be one or two words long (they're known as short-tail keywords) or they could contain multiple words or short phrases, in which particular case they are called long-tail keywords. You should aim to have a good mix of short and long-tail keywords. In general the short-tail keywords may well be more competitive, causing a higher cost per click.

Landing pages

The one element of your respective campaign that isn't defined within the Google Ads platform itself is the website landing page. This is the page on your own website which is the destination when an advert is clicked. Content here should correlate closely with the targeted keywords themselves and the text from the ad. The purpose of the landing page is always that the possibility would take whatever next step you happen to be after, by way of example to make a booking, to complete a form, or to call you. Ideally you'll create a website landing page for each Ad Group, which clearly speaks to the customer's intent using the keyword they've got entered.

Quality score

The prices you buy your clicks will change in real time and will depend on quality scores defined for each and every keyword by Google. The calculation of the quality score is based about the relevance of the ad triggered by that keyword, the squeeze page experience for the prospective customer, and Google's estimate of how likely it is your ad is going to be clicked.

Performance monitoring

It's vital that you monitor how your ads are performing regularly. Within the Google Ads platform you'll be able begin to see the exact text entered by potential customers which has triggered your ads. You can make use of this information to create out your keyword list with additional long-tail keywords. You also have negative keyword lists which can be lists of keywords which, when included within the customer's search, shouldn't trigger your ad.

You can also begin to see the positioning you've achieved for the ads around the SERP and you will use this data to find out whether you need to adjust your bids to give your ads greater visibility. Of course you may also find that your ads are regularly appearing inside top position which means that you could possibly be paying excessive for those clicks. Through a means of regular review and learning from mistakes, you'll be able to determine the most suitable bid for each keyword.

This is a huge top-level breakdown of the concepts and building blocks with the Google Ads platform. Hopefully it is often enough to demystify the theory and get you curious about learning more to find out whether this is something you might want to include in your online marketing arsenal.