by Will Haswell, Head of Digital Acquisition at Adzooma
Advertising on Google is the most powerful way to reach your customers online. The reason for this is simple – there are 3.5 billion searches every single day, including a host of people looking for products and local businesses. We’ve created this simple guide on how to use Google Ads.
You can get your business listed on Google through organic search listings, which you can improve through SEO (search engine optimisation), or PPC advertising (pay-per-click) with adverts that appear at the top of Google’s search results.
These adverts show above organic search results, instantly driving more attention to your business without any SEO work. Plus, as the name suggests, you only pay when someone clicks your ad.
Is Google Ads free?
Google Ads is not free to use. However, you only pay when someone clicks your ad. This makes it much more cost-effective than other forms of advertising, as it filters out people who aren’t interested or those who might see your advert by accident.
According to Google, advertisers make $8 for every $1 they spend on Google Ads.
How does Google Ads work?
Managing Google Ads isn’t as difficult as you might think, though it can require a lot of testing in the long run.
Getting started with Google Ads:
- You create your ads, choose your keywords, and set your bids
- A user searches in Google using one of your keywords
- Google runs a silent auction including yours and other people’s adverts, giving the ad with the highest Ad Rank top position on the results page
The better your ad, the higher your ranking, and the stronger your chances of bringing in new customers. Google will look at your expected CTR (click-through rate), ad relevance, and landing page experience to determine this, so this is where your focus should be.
Let’s take a look at the three main elements.
Selecting your network
For your adverts to be effective on Google, you must choose the right platform to promote your products or services. Running adverts on The Search Network is the most common form of PPC advertising, as this targets people who are searching at that exact moment.
The Search Network will show both paid and organic search results, giving more credit to the PPC ads that include additional information. The Display Network goes a little further than this, focusing more on visual products and giving you the opportunity to place your ads on a variety of different sites, in addition to Google.
You should use The Search Network if you’re just starting out, want to increase brand awareness, or have a limited budget.
Choosing the right keywords
Keywords are the foundations of PPC advertising. These are the words that will drive people to your adverts, and help Google recognise the searches where you want your adverts to appear.
To get this right, you can:
- Think about what your customers are likely to search for. If you’re a gardener, you might choose keywords like ‘garden maintenance’ or ‘gardener in Manchester’.
- Use Google’s keyword planner to see how popular keywords are, how much they cost, and how much competition there is.
The keywords you choose will determine whether or not you are a good match for a user’s search. If they are relevant to your landing page and advert copy, it will show somewhere in the search results.
However, the position of your advert all depends on the auction. This is how Google makes money from advertisers – you will insert the maximum bid you’re willing to pay for each keyword, which Google takes as revenue, and this will be combined with the best Quality Score to decide which advert takes the highest position.
This means that an advert with the same keywords as you might rank higher if their ads are better quality overall.
Creating engaging adverts
The main point of Google Ads is to show people that you offer what they are looking for, with adverts that will direct them to make a purchase. However, this only works if people want to click your ads.
To make sure they’re as effective as they possibly can be, you must focus on:
- Your headline – This is the first thing people will read when they see your ad, so it needs to grab their attention.
- Your description – This is the small text that goes beneath your headline, giving you more room for you to highlight the benefits of your business. Use this to mention attractive elements such as free shipping and discounts available for a limited time.
- Your display URL – This is the link customers will click to be redirected to your site. It might not seem much, but the cleaner it is, the more likely customers will trust you and your business.
You can be a whizz at using Google Ads, but without engaging adverts, your knowledge and expertise will go amiss. Make them exciting, snappy, and benefit-driven, and you will soon reap the benefits.
Succeed with Google Ads
Setting up Google Ads only requires a small amount of effort, but constantly testing and rotating your ads is what makes the real difference. The results are worth it, but it can take up a lot of time and effort and there is a steep learning curve.
Luckily for you, there are ways to simplify the process. Adzooma, our AI-powered advertising platform, provides the tools you need to automate manual tasks and improve your Google Ads results in less time.
Instead of analysing the data and pouring over small details, Adzooma will analyse your Google Ads account 24/7 and constantly generate improvements you can apply in seconds. Better yet, it’s free until June 1st.
Using Google Ads has never been easier.
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