The ultimate guide to advertising on Google Ads
Updated: Jan 5
Google Ads is a pay-per-click (PPC) advertising platform that allows businesses to display ads on Google search results pages and across the Google Display Network. It's an effective way to reach potential customers at the moment they are searching for products or services like yours. In this ultimate guide, we'll walk you through the steps to successfully set up and run a Google Ads campaign, from choosing the right campaign type to utilizing advanced tactics and strategies to maximize your campaign's effectiveness.
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Step 1: Introduction to Google Ads and its importance in advertising
Google Ads is a powerful tool for businesses of all sizes to reach potential customers through targeted advertising. When a user searches for a specific keyword or phrase, Google displays a list of relevant ads at the top and bottom of the search results page. Advertisers bid on keywords, and the highest bidder's ad gets displayed in the top spot. When a user clicks on the ad, the advertiser is charged a fee, hence the term "pay-per-click."
Google Ads can be an effective way to drive targeted traffic to your website and increase sales. It allows you to reach potential customers at the moment they are searching for products or services like yours, and it provides detailed analytics so you can track the success of your campaigns and make informed decisions about your advertising budget.
Step 2: Setting up a Google Ads account
To get started with Google Ads, you'll need to set up a Google Ads account. Here's how:
Go to the Google Ads website (https://ads.google.com/) and click the "Start now" button.
Sign in to your Google account or create a new one if you don't have one.
Follow the on-screen prompts to set up your Google Ads account, including providing your business name, website URL, and other information.
Accept the terms and conditions and click "Finish."
Step 3: Choosing the right campaign type for your business
Once you have set up your Google Ads account, you'll need to choose the type of campaign that's right for your business. Google Ads offers several campaign types to choose from, including:
Search campaigns: These campaigns display ads on Google search results pages when users search for specific keywords.
Display campaigns: These campaigns display ads on websites and apps within the Google Display Network.
Video campaigns: These campaigns display ads on YouTube and other video-sharing sites.
Shopping campaigns: These campaigns display product ads in Google search results and on Google Shopping.
Consider your business goals and target audience when deciding which campaign type is right for you. For example, if you're a local business targeting a specific geographic area, a search campaign might be the best choice. If you have a physical product to sell, a Shopping campaign might be the way to go.
Step 4: Setting up your first campaign
Once you've chosen the campaign type that's right for your business, it's time to set up your first campaign. Here's how:
From the Google Ads dashboard, click on the "Campaigns" tab and then click the "+" button to create a new campaign.
Select your campaign type and follow the prompts to set up your campaign, including choosing a campaign name, setting a budget, and selecting targeting options.
Set up your ad groups and create your first ad. An ad group is a group of ads and keywords that share a common theme. When setting up your ad group, choose relevant keywords and write compelling ad copy that will persuade users to click on your ad.
Choose a landing page for your ad. A landing page is the page on your website that users will be directed to when they click on your ad. It's important to choose a landing page that is relevant to your ad and provides a good user experience. For example, if your ad is promoting a specific product, the landing page should be the product page for that product.
Step 5: Selecting the right keywords for your campaign
Keywords are the words or phrases that users type into Google when searching for products or services. Choosing the right keywords for your campaign is crucial to its success, as it will determine which searches your ads will be eligible to appear in. When selecting keywords, consider the language that your target audience uses to search for your products or services.
There are several tools available to help you research and select the right keywords for your campaign, including the Google Ads Keyword Planner. This tool allows you to see how often specific keywords are searched for, as well as estimates for the cost per click (CPC) for those keywords.
Step 6: Writing compelling ad copy
Once you've selected your keywords, it's time to write your ad copy. Ad copy is the text that appears in your ad and is an important factor in determining whether users will click on your ad. When writing ad copy, keep the following tips in mind:
Use action words to encourage users to take action
Include a call to action (e.g., "Get a free quote now")
Include the benefits of your product or service
Use your keywords in the ad copy
Keep it concise and to the point
Step 7: Setting up conversion tracking
Conversion tracking allows you to see which of your ads are resulting in conversions, or desired actions taken by users on your website (such as making a purchase or filling out a form). Setting up conversion tracking is important because it allows you to see which ads are performing the best and make informed decisions about your advertising budget.
To set up conversion tracking, you'll need to install a tracking code on your website. You can find instructions for doing this in the Google Ads Help Center.
Step 8: Using negative keywords to improve campaign performance
Negative keywords are words or phrases that you don't want your ads to show up for in search results. For example, if you're a clothing store and you don't sell shoes, you might want to add "shoes" as a negative keyword so that your ad doesn't show up when users search for "clothing store shoes."
Using negative keywords can help improve the performance of your campaign by preventing your ads from showing up for irrelevant searches, which can save you money and improve the relevance of your ads for users.
Step 9: Utilizing ad extensions to enhance your ads
Ad extensions are additional pieces of information that can be added to your ads to make them more informative and appealing to users. There are several types of ad extensions available, including:
Location extensions: These extensions display your business address and phone number in your ad.
Call extensions: These extensions allow users to call your business directly from the ad.
Sitelink extensions: These extensions allow you to include additional links to specific pages on your website in your ad.
Utilizing ad extensions can help improve the performance of your ads by providing users with more information and making it easier for them to take action.
Step 10: Choosing the right landing page for your ads
As mentioned previously, the landing page is the page on your website that users will be directed to when they click on your ad. It's important to choose a landing page that is relevant to your ad and provides a good user experience to ensure that users are more likely to take the desired action (such as making a purchase or filling out a form). Here are a few tips for choosing the right landing page:
Make sure the landing page is relevant to the ad: If the ad is promoting a specific product, the landing page should be the product page for that product.
Keep the design and layout simple and easy to navigate: Users should be able to easily find what they're looking for on the page.
Include a clear call to action: Make it easy for users to take the desired action by including a prominent call to action (e.g., "Buy now" or "Sign up").
Step 11: Setting up a budget and bid strategy
Before you launch your campaign, it's important to set a budget and bid strategy. Your budget is the amount of money you're willing to spend on your campaign each day, week, or month. Your bid strategy is the amount you're willing to pay per click on your ad.
There are several bid strategies to choose from, including:
Manual CPC: This allows you to set a specific bid amount for each click on your ad.
Enhanced CPC: This automatically adjusts your bid amount based on the likelihood that a click will result in a conversion.
Target CPA: This sets a target cost per acquisition (CPA) and automatically adjusts your bid amount to try and achieve that target.
Consider your business goals and budget when deciding on a bid strategy. For example, if you're looking to drive a high volume of traffic to your website, you might choose a manual CPC strategy and set a lower bid amount. If you're more focused on maximizing conversions, you might choose a target CPA strategy and set a higher bid amount.
Step 12: Using ad scheduling and geographic targeting to reach the right audience
Ad scheduling and geographic targeting allow you to specify when and where your ads will be displayed. Ad scheduling allows you to set specific times and days of the week for your ads to be shown, while geographic targeting allows you to specify specific locations where your ads will be displayed.
Using ad scheduling and geographic targeting can help you reach the right audience at the right time and improve the performance of your campaign. For example, if you're a local business, you might want to use geographic targeting to only show your ads to users in your local area.
Step 13: Optimizing your ad delivery with ad delivery options
Ad delivery options allow you to control how your ads are displayed to users. There are several ad delivery options to choose from, including:
Standard delivery: This is the default delivery option and displays your ads as evenly as possible throughout the day.
Accelerated delivery: This option displays your ads as quickly as possible, using up your budget more quickly.
Manual cost-per-day bidding: This option allows you to set a specific amount that you want to spend on your campaign each day.
Consider your business goals and budget when deciding on an ad delivery option. For example, if you have a limited budget and want to make sure your ads are seen by as many people as possible, you might choose standard delivery. If you have a larger budget and want to drive traffic to your website as quickly as possible, you might choose accelerated delivery.
Step 14: Utilizing A/B testing to improve campaign performance
A/B testing, also known as split testing, allows you to compare the performance of two different versions of an ad to see which one performs better. This can help you optimize your ads and improve their performance over time.
To A/B test your ads, you'll need to create two versions of the same ad, with only one variable changed between the two versions (such as the headline or call to action). You can then run both versions of the ad and compare their performance. The version that performs better can be used as the basis for future ads.
Step 15: Understanding and using Quality Scores
Quality Scores are a rating system used by Google to determine the relevance and quality of your ads and keywords. A high Quality Score can lead to lower costs and better ad positions, while a low Quality Score can lead to higher costs and lower ad positions.
There are several factors that go into calculating a Quality Score, including the relevance of your keywords, the relevance and quality of your landing page, and the overall performance of your ads. To improve your Quality Scores, focus on creating relevant and high-quality ads and landing pages, and track the performance of your keywords and ads to identify areas for improvement.
Step 16: Utilizing remarketing to target previous website visitors
Remarketing allows you to target ads to users who have previously visited your website. To set up remarketing, you'll need to install a remarketing tag on your website. This tag will place a cookie on the user's computer, allowing you to show targeted ads to them as they browse other websites within the Google Display Network.
Remarketing can be an effective way to bring users back to your website and increase conversions. For example, if a user visited your website but didn't make a purchase, you could use remarketing to show them ads for the product they were interested in as they browse other websites.
Step 17: Utilizing Google Shopping to showcase products in search results
Google Shopping is a feature within Google Ads that allows businesses to showcase their products in search results. To use Google Shopping, you'll need to set up a Merchant Center account and link it to your Google Ads account. You'll then need to upload your product data, including images and descriptions, to the Merchant Center.
Google Shopping allows users to search for and compare products directly in search results, making it an effective way to drive traffic and sales to your website.
Step 18: Utilizing Google Display Network to advertise on websites and apps
The Google Display Network is a collection of websites and apps that display Google Ads. It allows businesses to reach potential customers through targeted display ads on websites and apps that their target audience is likely to visit.
To advertise on the Google Display Network, you'll need to set up a display campaign in Google Ads. You can then choose specific websites and apps to target, or use targeting options such as interests and demographics to reach a specific audience.
Step 19: Utilizing video advertising on YouTube through Google Ads
YouTube is the world's largest video-sharing site and a powerful platform for video advertising. Google Ads allows businesses to create video ads that can be displayed on YouTube and other video-sharing sites.
To create a video ad in Google Ads, you'll need to set up a video campaign and upload your video to YouTube. You can then target your ad to specific users based on demographics, interests, and keywords. Video ads can be an effective way to reach a large audience and drive traffic to your website.