Google Ads 101
How to leverage Google AdWords to to find your ideal client at the perfect time and convert!
What is Google Adwords?
Google provides an advertising service called Google AdWords, now known as Google Ads, for businesses want their ads on Google and its advertising network. You can use the Google AdWords program to set your advertising budget. The program focuses on using keywords to create relevant ads — in other words, using words that people who are searching for your type of business might type into the Google search engine.
When someone uses a keyword that’s in your ad to search on Google, your ad shows up. AdWords ads appear under the heading “Sponsored Links” above Google search results (or on the right-hand side), and if a user clicks on your ad they will go directly to your website. In addition, AdWords keywords determine how much you’ll pay for your ads. For each of your keywords you’ll submit a cost-per-click bid amount, which is the maximum you’re willing to pay for each click on your ad. Accordingly, the higher your CPC bid, the higher position your ad will get on the page.
How Google Adwords Works
Google AdWords is a great platform for digital marketing. At the core of how Google AdWords works is your Quality Score, which represents how well your keywords, ad group, ad or landing page relates to user searches — and how likely a user is to click on your ad. To learn how to check your Quality Score, visit Google’s website.
Each time a user conducts a Google search, Google creates an AdWords auction. Each advertiser with a keyword match in the user’s search language competes in the auction. An advertiser’s Ad Rank determines how well it competes in the auction. Google displays ads in order, based on their Ad Ranks. The top spot goes to the ad with the highest rank and so on until the last ad that qualifies for the auction appears. As an advertiser, you pay the lowest amount you need to beat your competitors’ Ad Ranks below you. This is known as the discounter.
Google AdWords’ Strategies
There are definitely ways to maximize your Google AdWords budget. Follow these tips to get the most bang for your buck:
- Set your goals: Decide exactly what you are looking to achieve with your ad campaign. Perhaps you want to generate a certain number of leads each month, or maybe you’re looking for a specific cost per conversion. Maybe you want to drive traffic to your site. Whatever your goal, keep in mind that it will affect how you setup your campaign — and manage it.
- Conduct research: First you need to research the foundation of your ad campaign — your keywords. Use a keyword tool to find words that people will likely use to find your company’s products or services. Next, you’ll need to do your competitive research — use a tool like iSpionage to see what companies consistently rank near the top. Last, research your audience — find out who’s buying and reviewing services or products like your business’. Read the reviews and find out what they want, then tailor your ad copy to that.
- Use “exact match” keywords: When you first start using Google AdWords, limit your keyword list and enter them as “exact match,” which means a user will see your ads only when he or she types in the exact search term. Doing this will ensure that your ads show only to users who type in the most relevant search queries.
- Eliminate keywords that aren’t getting conversions or clicks: Over time, you’ll see which ads are getting clicks and conversions and which aren’t. When you see the pattern of ones that are, expand on them. For example, if the keywords “orthodontist Atlanta” is working, add more “exact match” variations on the phrase; you might try using the words “orthodontists near Atlanta” or “orthodontists in Atlanta.”
- Fine-tune your ad copy: Make sure your ad copy is relevant to the keywords you’re using to display it. Try to stand out from the crowd by offering some unique benefits. Make sure you include those benefits on your landing page.
- Track your conversions: Track your results so you know how your ad campaign is performing. Keeping track of sales, signups, downloads, etc. with AdWords conversion tracking is simple. In addition, utilize Google AdWords, Analytics or Excel to compare your conversion information with your goals. Make any adjustments necessary to your campaign.
- Mine Google AdWords data: AdWords provides you with data you can’t find elsewhere. Use it to help you craft the best campaigns possible. Test different things in your ads, such as headlines, messages and offers; when you find what people really like, test them on your landing page. Also, use keyword data to choose the best for search engine optimization.
Google Search Ads
Paid search ads differ from Search Engine Optimization. To clarify, SEO drives organic traffic to your site. Thus, you do not have to pay for it. Although it take time and effort to reach the top of a Google search page, but when you do, you’ll likely get consistent traffic to your site.
Paid search ads, enable you to bid for your ads to show up in the sponsored results when a user searches Google and includes your keywords. You pay for each time a user clicks on your ad. If you want immediate results, you want to dominate search results for your keyword category or you’re extending an offer that’s time-sensitive, you’ll likely choose to use paid search ads.
Google Display Ads
The Google Display Ad Network is part of Google AdWords, and it differs from Google Search Network. Google display ads can deliver your ads to targeted audiences around the world. Furthermore, the Google Display Network chooses websites on which it carefully integrates your ads. That means you can reach someone while they’re playing a game on their smartphone, watching a video — or checking their email. Because so many people today process information visually, that can boost your ad’s effectiveness mightily.
Google Video Ads
Video ads on Google are a great way to engage your target audience. Google video ads appear in different locations on the YouTube platform — either on the homepage, search results pages, or as related videos on video watch pages. To get the most out of your Google video ads, use these tips:
- Include a strong calls to action in Google video ads and link them to a landing, product, information or career page.
- Customize your thumbnail image: Make sure you make the text big and easy to read, and that your thumbnail will be clear on any user device.
- Test different video lengths: Typically, you’ll want to limit tutorial ads to 45 to 90 seconds; creative ads to 15 to 40 seconds; and testimonial ads to 60 to 120 seconds.
- Test your Google video ads to measure how well they are doing.