Google is the largest and most popular search engine on the Internet. It is quite simply one of the most important and potentially profitable marketing channels. Therefore, having a well-run Google Ads campaign can benefit your business by creating exposure and generating leads.
Google Ads is an auction-based promotional method that came and brought a revolution in the field of advertising with the PPC (Pay-per-Click) pricing model.
What Is Google Ads?
Google Ads is an advertising service for businesses that want to promote their brand and services with Google Network. It makes it easier for your company to advertise by assisting you to design online ads, enhance your brand awareness, and attract more traffic toward your website.
Google Ads permits advertisers to acquire links and text on the search result page. You only need to pay when someone clicks on your advertisement or goes to your website. The bidding amount for clicks can vary from as small as a penny or as high as $80.
Another advantage of Google Ads is that it gives you complete control for your campaign. You can manage your advertising campaign online so that it becomes accessible anytime and anywhere you choose. You can also make changes, like editing it according to your budget.
As a business owner, you are in full control with the help of Google Ads. You can set your bid, choose the place where your ad will appear and monitor the effects and results of the ad. These online advertisements help reach the right target audience that would be interested in your products and services.
Google Ads campaigns are not “set and forget”. You do need to analyze, track and monitor your campaigns on a regular basis. Google Ads rules and user interface are being changed on a frequent basis, and they can’t be taken lightly.
Where Are Google Ads Shown?
Ads can be displayed 24 hours, 7 days a week across the world or you can limit them to a specific area, region, state and country according to the publisher’s choice. Let’s have a look at how Google compiles search engine results.
Google shows advertisements on search engine result pages (also known as SERPs). It also consistently modifies the results page layout, format, and colors. A website can be shown numerous times in search results with the help of Google Ads and organic search results.
When a person searches for a keyword (or query) on Google, relevant ads linked to that selected keyword are shown on the search engine results page. By default, there are up to 11 ads on a page. You can edit your browser setting to revise your limits.
Google also shows results from other Google websites and networks. To add that extra punch to your website appearance, you can take advantage of other Google products such as YouTube and Google My Business.
What Are Some Search Engines That Partner with Google Ads?
Google Ads are not limited to only Google search engine results pages. Google recommends a vast advertising platform with three major elements – Search, Search Partners and Google Display Network (GDN).
Websites such as Ask.com, America Online, Netscape Netcenter, CompuServe, EarthLink, and Shopping.com are integrated with Google and display Google results within their search pages.
How Can Google AdSense Websites and Gmail Benefit You?
Thousands of websites display Google Ads on their webpages as being a part of the AdSense program. Depiction of Google Ads is decided based upon the content of the Website.
Any business owner who has an authentic website can benefit from AdSense. Google has close relationships with some of the prominent content websites and more.
Gmail is a mailing service owned by Google. Google Ads are shown on the right side of the mail in your inbox. You can organize your ads to show relevant offers based on email text.
How Can You Get Started?
As a business owner, it would be a good idea to look at how Google Ads actually works in order to make your advertising campaign successful. Google uses search algorithms to show the most relevant results on the search page when a certain keyword is searched.
To become familiar with Google Ads, you need to know the basics, such as Keywords, Placements, Bids and Quality Scores. Let’s have a brief look at them.
Keywords:
Keywords are the terms that you can use to get your ads discovered on search engines and other websites. Keywords can also be described as topics or phrases that relate to some specific matter of significance.
For example, if you are dealing in “Boat Dealer Services”, you can use ‘Robalo R302’ as a keyword. And when someone looks for similar keywords, your ad will be shown in Google search results and other associated websites.
Placement:
Google significantly decides where your ads occur based on your search phrase compared to the Websites in the Google Display Network. If you want more control over your ads, you can choose a “definite ad arrangement.”
Bid and Quality:
Google Ads are simply based on the Quality Score. Your Quality Score depends on how your website landing pages, ads, and keywords are related to the search query and what is the probability to get clicked.
A bid is a maximum amount you wish to pay for a click. Bids and Quality Scores vary according to the campaign.
Ad Rank:
Google Ad Rank decides appearances and order of the Ads. Ad Ranks rely upon bid and the quality of the ad.
Every time you appear in searches and someone clicks on your ads, you will be charged on CPC (cost per click) basis.
How Can You Use Google to Your Advantage?
Google has great advertising power. The three advertising venues: search partners, Google Ads, and AdSense practically agree with optimizing, publicizing and monetizing to create the best Google Marketing campaign.
You need to think according to your prospects in order to enhance your CTR and brand value in the market. You need to run your ad campaign in the right way to grab customer’s attention.
Know your customers (KYC): You need to define targeted audiences and bring them to your website.
Know the interest: Notice the behavior, interest, likes/dislikes and purchasing power of your targeted audiences for better targeting.
Target by demographics and interest: Communicate the same in your ads, website and landing pages, email and in every segment of communication.
Why Should You Definitely Use Google Ads for Your Business?
Google Ads is an effective online advertising tool that enables you to show your ads in Google’s search results. It is a Pay-Per-Click marketing method to help you reach potential customers and generate revenue by promoting your products online.
Google Ads is an effective online advertising tool that enables you to show your ads in Google’s search results. It is a Pay-Per-Click marketing method to help you reach potential customers and generate revenue by promoting your products online.
What Are the Benefits of Using Google Ads?
The ability to advertise locally or globally:
Google Ads provides you the ability to advertise your products or services locally or globally. You can display your ads in specific countries, regions or cities.
You can enable some particular ads to display only at some particular locations. You can specify some keywords to show your ads for a specific location. By customizing your ads, you can target interested audiences.
This geo-targeting ability of Google Ads helps you to improve your visibility within the globe and brings more traffic to your business. Keep this in mind, and see your profits grow.
Reach the right people at the right time:
Google Ads helps you reach the right people at the right time. You can advertise within the relevant niches and attract visitors. It allows you to easily reach the people who are searching for your products.
You can improve your conversion rates easily through a Google Ads campaign. Targeting a specific audience is easily possible here. All you need to do is to plan accordingly.
You can also target a particular region, in a particular language to display your ads on a pre-specified day or time. It attracts an interested audience and drives more traffic to sell your products or services.
Get your business easily discovered:
If your ad is displayed on the top of the search results, then it will draw the attention of more visitors. People will find your business easily and instantly.
It helps you to gain more visibility and create brand awareness.
Ranking above your competitors enables you to generate more potential leads and improves your online sales. You won’t have to wait around for the results to be generated at an unspecified time.
Measurable, and accountable:
Google Ads provides you the ability to track how many people have seen your ad and how many clicks you received on your ads. It also helps you learn how long people stayed on your website.
It can provide you a sales report indicating weekly and monthly visits. You can easily measure your performance by analyzing this data. By evaluating the results of these detailed reports, you can judge the factors that are improving your rank.
You can measure your Return on Investment (ROI) performance. You have full access to your Google Ads account and you can easily measure and maintain it. By doing so, you ensure your efforts are focused in the right direction.
Flexibility in your Campaign:
Google Ads provides you complete control to change and manage your ads. If you want to increase your bid on a particular day or decrease it, then you can easily do it.
You can also turn off your ads when a problem happens. You can show images and any information on ad extensions. You can discover your audience by location, time, and language and device type.
It can be used to display your ads for the exact match. As a result, you can make changes at your will. Thus, it provides you full flexibility to customize your ads according to your needs.
Cost-effective:
Another important benefit of using Google Ads is that it is cost-effective. It offers you a Pay-per-Click method of online marketing in which you need not pay anything when visitors see your ads on search results.
You only need to pay when a customer clicks on your ad and visits your website. Cost-per-Click of each keyword is dependent on various factors like the bidding price, quality score, and relevancy of that keyword to product or services.
Various options are available for bidding on keywords that you choose according to your budget. You can increase your traffic without increasing your budget by using Google Ads.
Stop, start, pause, and test:
Google Ads allows you to stop, start, pause and test your ads anytime. If you find that an ad or a keyword is not generating any profit, then you can stop it whenever you like.
You can search for new terms and add them to your campaign. If some technical issues or any other issues occur, then you can pause your ad and restart it after solving those issues.
You can test your ads with different keywords to evaluate which keyword is generating more traffic to your products. These abilities help you to easily manage your online marketing business.
Highly Targeted:
Google Ads can engage people by providing various targeting capabilities like:
- Location Targeting: It enables you to display your ads to a specific geographic location.
- Device Targeting: It allows you to target your audience separately by a specific device type like laptops, desktop, tablets or mobile devices.
- Language Targeting: It also provides you the ability to show your ads in different languages.
- Time Targeting: It provides you the capability to display your ads on specific days or hours of the day.
- Auto-Tagging: This feature automatically creates custom URLs to add additional information about clicks in Google Analytics Reports.
Maximum Relevance:
The position of ads on Google search results pages is determined by ad auctions. Many factors affect the ranking of your ad, like bid amount, click-through rate and your landing page relevancy to search results, etc.
If your bid price is lower than your competitor, but your click-through rate is high, then the probability of placing your ad at a high rank gets increased. If your website or landing page is more relevant to your ads, then it will place your ad above your competitor’s ad in search results.
Measure your ROI:
Measuring Return on Investment (ROI) is a time-consuming process and needs effective analytical skills. Google Ads provides you conversion tracking tools to measure ROI very fast and accurately.
Measurement of ROI enables you to evaluate which keywords are effective, and which are not.
What Are Warnings You Should Be Aware of While Using Google Ads?
Google Ads can be most the systematic and organized way to attract targeted traffic towards your website in the least amount of time. But, kick-starting in a wrong way can ruin your business. Here we are going to talk about some mistakes that you must avoid in order to optimize your Google Ads Campaign.
Using irrelevant keyword matches:
Many marketers and businesses don’t take advantage of broad match, phrase match, or exact match keywords. Don’t use broad match and highly searched keywords because they are expensive and bring irrelevant traffic to your website.
You need to use the most relevant and exact phrases for your business. With this, you might get fewer clicks, which will be more likely to convert. This will also improve your CTR and CPA.
Unfocused Google Display Network campaigns:
Google Ads advertisers fail because after setting their ad campaign, they forget to verify it. Your ads are displayed to a huge audience, and by not focusing on your campaign, you lose time and money.
Distorted campaigns also decrease your brand value and reputation. To avoid this situation, be focused and update your campaigns. Be results-oriented to get the best results.
Low-Quality Scores:
Quality Score is a method of Google Ads to know and evaluate the relevancy of your ads. If your landing page, the home page, and index page are less relevant with the keyword, it gets a low-quality score.
To fix this issue, you need to create and run various versions of ads and keep the best one, enable ad extension to improve the Quality Score and CTR and bid on brand-terms to increase the quality score for your campaign.
Poor mobile optimization:
Running Google Ads campaigns to target your customers is an easy task. But most of the time websites are either less or non-optimized for mobile devices.
To target mobile users, you can write mobile preferred ads and enable call extension because mobile conversions begin with a call.
Do You Want An Expert To Help Your Business Succeed?
Although we have given you enough information here to run your own profitable Google Ads campaign you might not have the confidence to put it all into practice. There is definitely a science to getting it right and wringing every single penny out of a marketing campaign to make it incredibly successful for you and your business.
We are knowledgeable Google Partners and know how to create a money-generating marketing campaign for a wide range of small to medium-sized businesses.
Contact us today at 888-928-4587 to see what we can do for your business.
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