What is Google Advertising? A beginner’s guide to Google Ads

What is Google Advertising A beginner’s guide to Google Ads - socialgeeks.com.au

Google advertising, also known as Google Ads, is an advertising platform developed by Google to help businesses reach their target audience through targeted advertising. Google Ads allows businesses to place ads on Google’s search engine results page (SERP), as well as on Google’s Display Network, which includes millions of websites across the internet. In this beginner’s guide to Google Ads, we will explore what Google Ads is, how it works, and how businesses can use it to increase their online visibility and generate more leads and sales.

Table of Contents

  • What is Google Ads?
  • How does Google Ads work?
  • Why use Google Ads?
  • Creating a Google Ads account
  • Setting up a Google Ads campaign
  • Choosing the right keywords
  • Writing effective ad copy
  • Setting a budget and bid strategy
  • Understanding Ad Rank and Quality Score
  • Tracking and measuring results
  • Best practices for Google Ads
  • Common mistakes to avoid
  • Benefits of using Google Ads
  • Conclusion
  • FAQs

What is Google Ads?

Google Ads is an online advertising platform developed by Google, which allows businesses to display ads on Google’s search engine results page (SERP) and across Google’s Display Network. The platform works on a pay-per-click (PPC) model, which means that advertisers only pay when someone clicks on their ad.

Google Ads allows businesses to target specific keywords and geographic locations, as well as demographics, interests, and behaviors. Advertisers can create text, display, and video ads, which can be shown to users at various stages of the customer journey, from awareness to purchase.

How does Google Ads work?

Google Ads works by allowing businesses to create and display ads on Google’s search engine results page (SERP) and across Google’s Display Network. Advertisers can target specific keywords, geographic locations, demographics, interests, and behaviors to reach their target audience.

When a user searches for a keyword that an advertiser has targeted, their ad may be shown on the search engine results page (SERP). The position of the ad on the SERP is determined by a combination of the advertiser’s bid, the ad’s relevance to the search query, and the ad’s historical performance.

When a user clicks on an ad, the advertiser is charged a fee. The amount charged depends on the advertiser’s bid, the ad’s quality score, and the competition for the keyword. Advertisers can set a daily budget and bid strategy to control their costs and ensure that their ads are shown to their target audience.

Why use Google Ads?

Google Ads is a powerful advertising platform that allows businesses to reach their target audience with precision and efficiency. Here are some reasons why businesses should consider using Google Ads:

  • Reach: Google Ads allows businesses to reach a global audience of millions of users who are actively searching for products and services.
  • Targeting: Google Ads allows businesses to target specific keywords, geographic locations, demographics, interests, and behaviors to reach their ideal customer.
  • Cost-effective: Google Ads works on a pay-per-click (PPC) model, which means that advertisers only pay when someone clicks on their ad. Advertisers can set a daily budget and bid strategy to control their costs and ensure that their ads are shown to their target audience.
  • Measurable: Google Ads provides detailed analytics and reporting, which allows businesses to track and measure the performance of their ads and make data-driven decisions.
  • Flexibility: Google Ads allows businesses to create and display different types of ads, including text, display, and video ads, which can be shown to users at different stages of the customer journey.

Creating a Google Ads account

To get started with Google Ads, businesses need to create a Google Ads account.

Creating a Google Ads account is a straightforward process. Businesses need to visit the Google Ads website, click on the “Start now” button, and follow the prompts to create their account.

Once the account is created, businesses need to set up their billing information and create their first campaign.

Setting up a Google Ads campaign

To create a Google Ads campaign, businesses need to follow these steps:

  1. Choose a campaign goal: The first step in creating a Google Ads campaign is to choose a campaign goal. Google Ads offers several campaign goals, including sales, leads, website traffic, product and brand consideration, brand awareness and reach, and app promotion.
  2. Select a campaign type: Once the campaign goal is selected, businesses need to choose a campaign type. Google Ads offers several campaign types, including search, display, shopping, video, and app.
  3. Choose a target audience: Businesses need to define their target audience by selecting specific keywords, geographic locations, demographics, interests, and behaviors.
  4. Create ad groups: Ad groups are groups of ads that target a specific set of keywords. Businesses need to create ad groups based on their target audience and campaign goals.
  5. Write ad copy: Businesses need to write effective ad copy that highlights their unique selling proposition (USP) and encourages users to click on their ad.
  6. Set a budget and bid strategy: Businesses need to set a daily budget and bid strategy to control their costs and ensure that their ads are shown to their target audience.

Choosing the right keywords

Choosing the right keywords is critical to the success of a Google Ads campaign. Businesses need to select keywords that are relevant to their products or services and have a high search volume. They should also consider the competition for the keyword and the cost-per-click (CPC) before selecting a keyword.

Google Ads provides a keyword planner tool that allows businesses to research and select keywords for their campaign. The tool provides keyword suggestions, search volume data, and CPC estimates for each keyword.

Writing effective ad copy

Writing effective ad copy is essential to the success of a Google Ads campaign. Ad copy should be concise, compelling, and relevant to the user’s search query. It should also highlight the unique selling proposition (USP) of the business and encourage users to click on the ad.

Google Ads allows businesses to create different types of ads, including text, display, and video ads. Each ad type has its own set of best practices and guidelines that businesses should follow to ensure maximum impact.

Setting a budget and bid strategy

Setting a budget and bid strategy is critical to the success of a Google Ads campaign. Businesses need to set a daily budget that aligns with their campaign goals and bid strategy that helps them achieve their desired ad position.

Google Ads offers several bidding strategies, including manual CPC, automated CPC, target CPA, target ROAS, and enhanced CPC. Businesses should choose a bidding strategy that aligns with their campaign goals and budget.

Understanding Ad Rank and Quality Score

Ad Rank is the position of an ad on the search engine results page (SERP). Ad Rank is determined by a combination of the advertiser’s bid, the ad’s relevance to the search query, and the ad’s historical performance.

Quality Score is a metric that Google uses to evaluate the quality and relevance of an ad. Quality Score is based on several factors, including ad relevance, expected click-through rate (CTR), and landing page experience.

Tracking and measuring results

Tracking and measuring results is critical to the success of a Google Ads campaign. Google Ads provides detailed analytics and reporting that allows businesses to track and measure the performance of their ads and make data-driven decisions.

Businesses can track metrics such as impressions, clicks,

click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS). They can use this data to optimize their campaign and improve its performance over time.

Best practices for Google Ads

Here are some best practices that businesses should follow to maximize the performance of their Google Ads campaign:

  • Choose relevant keywords that are aligned with the business’s products or services.
  • Write effective ad copy that highlights the business’s unique selling proposition (USP).
  • Use ad extensions, such as sitelinks, callouts, and structured snippets, to provide additional information to users.
  • Set a daily budget and bid strategy that aligns with the campaign goals and budget.
  • Test different ad creatives and landing pages to identify the most effective combinations.
  • Monitor the campaign’s performance regularly and make data-driven decisions to optimize its performance.

Common mistakes to avoid

Here are some common mistakes that businesses should avoid when creating a Google Ads campaign:

  • Targeting broad keywords that are not aligned with the business’s products or services.
  • Writing ad copy that does not effectively communicate the business’s unique selling proposition (USP).
  • Using irrelevant ad extensions that do not provide value to users.
  • Setting a daily budget that is too high or too low for the campaign goals and budget.
  • Neglecting to track and measure the campaign’s performance regularly.

Benefits of using Google Ads

Using Google Ads can provide several benefits to businesses, including:

  • Increased online visibility: Google Ads allows businesses to reach a global audience of millions of users who are actively searching for products and services.
  • Increased leads and sales: Google Ads can help businesses generate more leads and sales by targeting their ideal customer with precision and efficiency.
  • Cost-effective advertising: Google Ads works on a pay-per-click (PPC) model, which means that businesses only pay when someone clicks on their ad. Advertisers can set a daily budget and bid strategy to control their costs and ensure that their ads are shown to their target audience.
  • Measurable results: Google Ads provides detailed analytics and reporting, which allows businesses to track and measure the performance of their ads and make data-driven decisions.
  • Flexibility: Google Ads allows businesses to create and display different types of ads, including text, display, and video ads, which can be shown to users at different stages of the customer journey.

Conclusion

Google Ads is a powerful advertising platform that can help businesses reach their target audience with precision and efficiency. By selecting the right keywords, writing effective ad copy, and setting a budget and bid strategy, businesses can create a successful Google Ads campaign that generates more leads and sales. By following best practices and avoiding common mistakes, businesses can maximize the performance of their campaign and achieve their marketing goals.

FAQs

How much does Google Ads cost?

The cost of Google Ads varies depending on several factors, including the competition for the keywords, the quality score of the ad, and the bidding strategy. Google Ads works on a pay-per-click (PPC) model, which means that businesses only pay when someone clicks on their ad. Advertisers can set a daily budget and bid strategy to control their costs and ensure that their ads are shown to their target audience.

What is the difference between Google Ads and SEO?

Google Ads and SEO (Search Engine Optimization) are two different methods of driving traffic to a website. Google Ads is a paid advertising platform that allows businesses to display ads on Google’s search engine results page (SERP) and across Google’s Display Network. SEO is the process of optimizing a website’s content and structure to improve its ranking on search engine results pages (SERPs) for specific keywords.

Can Google Ads help my business generate more leads and sales?

Yes, Google Ads can help businesses generate more leads and sales by targeting their ideal customer with precision and efficiency. By selecting the right keywords, writing effective ad copy, and setting a budget and bid strategy, businesses can create a successful Google Ads campaign that generates more leads and sales.

How do I measure the success of my Google Ads campaign?

Google Ads provides detailed analytics and reporting that allows businesses to track and measure the performance of their ads and make data-driven decisions. Businesses can track metrics such as impressions, clicks, click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS). They can use this data to optimize their campaign and improve its performance over time.

How long does it take to see results from a Google Ads campaign?

The time it takes to see results from a Google Ads campaign varies depending on several factors, including the competition for the keywords, the ad’s relevance to the search query, and the ad’s historical performance. However, businesses can start seeing results within a few days or weeks of launching their campaign, depending on their budget and bid strategy. It’s important to monitor the campaign’s performance regularly and make data-driven decisions to optimize its performance.

Want more? Here’s a video on Google Ads in 2023

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