Google Search Ads is a pay-per-click (PPC) advertising platform that allows businesses to display their ads at the top of Google’s search results pages. When a user searches for a keyword that is relevant to your business, your ad may appear at the top of the results, above the organic search results. This allows you to target the people who are actively searching for the goods or services you sell. So pull up your marketing budget, and get ready to dig into the basics of advertising in Google search results.
Google Search Ads can be a very effective way to reach new customers and grow your business. However, it is important to understand how Google Search Ads works before you start running ads.
How Google Search Ads Works
Google Search Ads works on a simple auction system. When a user searches for a keyword, Google shows a list of ads that are relevant to the search query. The ads are ranked based on a number of factors, including the bid amount, the quality score, and the ad extensions. A well executed ad campaign can often get you to the number one position for at least one set of search terms in many unsaturated markets.
The bid amount is the amount of money that you are willing to pay each time someone clicks on your ad. The quality score is a measure of how relevant your ad is to the search query. Ad extensions are additional pieces of information that can be added to your ad, such as your phone number, address, or website. These three factors are critical to your ad campaign. Ad extensions are simple, include them where applicable. The bid amount seems simple up front, but is something you will need to put some thought into, too much and you can lose money, too little and the ad will never be shown. Quality score however, is the beast to wrangle and it deserves a dedicated article.
The higher your bid amount and quality score, the higher your ad will rank in the search results. However, you don’t have to have the highest bid amount to get your ad to show up. If your ad has a high quality score, you can still get a good ranking even if your bid amount is lower. Using ad extensions allows your ad to take up more screen space, and thus increase the odds of attracting the attention of a potential customer.
Setting Up a Google Search Ads Campaign
To set up a Google Search Ads campaign, you will need to create an account and choose a budget. You will also need to do some keyword research to determine which keywords are both applicable and popular search terms. You can use Google’s Keyword Planner to assist with in your research. This may seem time consuming, but it will provide the best results and save you money in the long run.
Once you have created your campaign, you will need to write your ad copy. Your ad copy should be clear, concise, and persuasive. It should also be relevant to the keywords that you are targeting. You should have others who are not involved in your industry to check your copy, it is easy to use trade terminology that others may not know or understand.
This can be a lot to process all at once, but if you take your time to educate yourself and plan out your campaign, you will see success. Fortunately, we live in a time where we carry the sum total of human knowledge in our pockets and purses. Read articles like this one, check out Google’s help center, and watch youtube videos posted by advertising and marketing professionals. If you decide it isn’t something you want to handle, schedule a consultation with a marketing agency that focuses on your type of business.
Managing Your Google Search Ads Campaign
Once your campaign is up and running, you will need to monitor your results and make adjustments as needed. You can use the Google Search Ads reporting tools to track your impressions, clicks, and conversions. The more basic testing methods are easy to use and require little math or business knowledge. We think A/B testing should be included in all available aspects of a business, but it is essential when undertaking a marketing campaign. If a set of keywords isn’t working, change them, but give it at least a week between adjustments.
Advanced Google Search Ads Strategies
There are a number of further strategies that you can use to improve your results. Here are a few examples:
- Use negative keywords to prevent your ad from showing up for irrelevant searches.
- Use ad groups to organize your keywords and ads.
- Use ad extensions to make your ad more visible and informative.
- Use location targeting to show your ad to people in specific geographic areas.
- Use time targeting to show your ad during specific times of the day or week.
- Use remarketing to show your ad to people who have already visited your website.
Google Search Ads can be a very effective way to reach new customers and grow your business. However, it is important to understand how Google Search Ads works before you start running ads.
If you are interested in learning more about Google Search Ads, I recommend checking out the Google Search Ads Help Center. The Help Center has a wealth of information on all aspects of Google Search Ads, from setting up a campaign to managing your results. And if you decide that you need help or simply can’t afford the time commitment, we are here to help.