The Ultimate Guide to Using Google Ads for Your Business
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If you aim to increase website traffic, enhance your brand's online presence, or generate inquiries about your products or services, Google Ads is a highly effective tool that can help you achieve these objectives and more.
Google Ads enables you to drive relevant and qualified traffic to your website precisely when people are searching for the specific products or services offered by your brand. With paid ads on Google capturing 65% of the clicks, and 43% of customers admitting to making purchases based on YouTube ads they have seen, the potential offered by this innovative and widely-used platform is undeniable.
However, it can be challenging to determine where to allocate your budget and how to effectively implement digital advertising campaigns. To assist you in navigating your business's strategy with Google Ads, our experienced team at Bold x Collective has curated a comprehensive guide.
By continuing to read, you will gain valuable insights into leveraging one of the most popular tools in digital marketing, enabling you to make the most of this powerful platform.
Let’s get started with the basics… What are Google Ads?
Google Ads operates as a search engine-based advertising approach that enables users to promote their businesses by targeting relevant keywords, ultimately driving lead generation and increasing sales, among other key performance indicators.
Formerly known as Google AdWords, this online paid advertising model integrates various elements, providing marketers with the means to leverage the search engine results page (SERP) to effectively reach their desired target audience.
As part of the Pay-Per-Click marketing channel, Google Ads has experienced substantial growth over the years. With Google's ever-increasing popularity, the platform has expanded its features, enhancing its capabilities for advertisers (more on this later).
Having established a fundamental understanding of Google Ads' role in the advertising realm, let's delve into how you can utilize the platform for your business requirements.
Firstly, let's gain a better overview of how your audience and general Google users perceive and access these ads. Typically, individuals encounter Google Ads during their search process when specifically seeking a particular product or service.
Based on the keywords they search for, users will receive a list of suggestions, with several ads often appearing as the top choices. For instance, if a user searches for "natural sunscreen" on Google, the initial product listings will likely consist of ads powered by Google Ads Shopping campaigns.
As the owner of a Google Ads account, you participate in a Pay-Per-Click system where you are charged each time someone clicks on your ad. You also have control over the destination URL for your ad, as well as the structure and placement of each ad.
Now, let's explore the steps involved in creating and running an ad. With four main sections, each category comprises multiple steps that must be completed before launching your ad.
How to use google ads - the overview:
Select Campaign Settings
Set Ad Groups
Create Ads
Billing
campaign settings
The first step encompasses all the tools you need to build the foundation for your campaign. With this first section, you will have to outline:
Objective & Goals
Ad Type
General Settings
Campaign Name
Networks
Time
Targeting and audience segments
Budget & Billing
Ad Extensions
Moving on to a detailed explanation, let’s dive into what each section means.
Objective & goals
In the initial section, you will find various pathways and objectives to select from. Depending on your desired outcomes and the nature of your business's products or services, it is crucial to choose the pathway that aligns best with your needs.
Types of google ads
Moving on to the next section, which is compulsory, you will encounter a diverse selection of ad types to choose from. It is essential to understand the distinctions between each option, so continue reading to obtain a comprehensive breakdown of the commonly used and popular choices.
Search
Search ads are the most widely recognized and prevalent form of Google Ads utilized by businesses. In fact, when people think of Google Ads, search ads are typically the first thing that comes to mind.
As the name implies, search ads are displayed on the search results page. They appear prominently at the top and, in some cases, at the bottom of the page.
It is easy to distinguish between organic search results and paid advertisements, as the latter are clearly labeled with the title "Ad" displayed prominently on the top left of the search result.
display
Over time, Google has introduced additional types of ads that businesses can utilize, each with its unique appeal and available across various Google platforms. One such type of ad differs from search ads, as it takes the form of banner-style ads displayed on websites within the Google network.
shopping
These ads are specifically designed for product promotion and can be found on the shopping tab of Google. They are particularly suitable for showcasing and promoting specific products. Similar to search ads, these product-focused ads appear at the top of users' search results when they are searching for the particular product being promoted.
video
Video advertising, as a distinct type, is conducted through video content and is specifically tailored for running on YouTube. As this form of advertising utilizes the video platform, it requires more effort and time to create. Unlike the previous ad types, video ads are not limited to text or product display alone. Instead, they rely on customized videos to effectively promote the desired product or service.
Furthermore, there are additional ad types available, as outlined below.
Discovery
Smart
Local
App
General Settings
Now, let's delve into the other essential components of building your campaign. You have the option to determine the duration for which you want your campaign to run, as well as specify your target audience.
This involves deciding the geographic scope where you want your ads to appear. You can choose to target locally or globally, and further narrow down your audience based on demographics such as gender, age, and various psychographic factors.
It's important to consider that the more specific and niche your target segments are, the higher the cost of running your ads will be.
Depending on your business, products, and services, analyze whether it is more beneficial to target a broader audience or invest more to reach specific interests and segments. The final step is to set a budget cap for your campaign.
You can establish a monthly maximum amount you are willing to spend, as well as a daily budget. The Google Ads pricing process offers great flexibility and provides predicted results, outlining the expected outcomes based on your budget.
Additionally, you can explore add-ons like extensions and experiment with adjusting the maximum budget amount based on ad performance each month.
Set ad groups
Moving on to the second step, let's discuss setting up the ad groups. In this stage, you will determine the keywords you want to incorporate into your campaign. If desired, you have the option to create multiple ad groups, each focusing on different keyword groupings related to relevant topics.
When selecting keywords, it is essential to have a thorough understanding of your target audience. Consider their search habits and align them with your brand and the specific product or service you offer.
Moreover, it is crucial to choose keywords that are specific and relevant to your campaign. This ensures that your ads reach the intended audience.
You can also employ the use of negative keywords to prevent your ads from appearing in irrelevant searches. Simply add a minus sign in front of the keyword to exclude it from your ad group.
We highly recommend utilizing platforms and tools to discover and organize the most appropriate keywords for your brand. As a beginner in Google Ads, here are some free tools you can try:
create the ad
Having completed the majority of the campaign creation process, it is now time to configure the actual ad that users will see and engage with. As demonstrated earlier, Google Ads provides a preview tab that allows you to review the final ad display in both desktop and mobile views.
It is crucial to thoroughly review the ad to ensure it aligns precisely with your desired specifications. Once the ad is approved by Google Ads, it will become visible to the public, so it is essential to double-check that it meets your expectations before finalizing the setup.
Billing
The final and concluding step is the billing process. This fourth step is straightforward and involves providing all the necessary details and information required for billing.
But wait, the Google Ads journey doesn't end here!
It is important to remember that creating and monitoring successful campaigns takes time. Often, the initial ad you run will require periodic adjustments and fine-tuning to achieve optimal results.
To maximize conversions, maintain a low cost per click (CPC), and effectively expose your brand, additional steps are necessary.
Two key methods for analyzing your ad's progress are split testing and A/B testing. Staying updated on evolving trends in keyword research and exploring ad campaigns for different products and services within your business will help you determine what works best.
We highly recommend installing Google Analytics, a free tool that enables you to measure the success of your Google Ads campaigns compared to other marketing efforts, and gain insights into your website's performance.
If you need further assistance with the Google Ads platform, the expert team at Bold x Collective has helped numerous brands in the Greater Toronto Area, Canada, and worldwide achieve highly successful Google Ads campaigns.
To begin working with our team, we offer a complimentary consultation where we take the time to understand your goals and business needs. Book your consultation now to get started.