Getting Started With Google Ads

Getting Started With Google Ads

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We're moving into unprecedented times, with lots of of us practically confined to our homes on account of the coronavirus pandemic. As a private business owner you may not be able to operate your company at this time. However, the enforced social isolation actually affords you the time for other useful activities that may result in your organization returning stronger than before following the pandemic ends. One such activity would be to look at other way of promoting your business online, particularly through the use of ad manager google.



What are Google Ads?

The basic idea of Google Ads is when someone types looking term into Google, seeking a particular product or service, many ads are triggered. The resulting ads can have either towards top or even the bottom of the resulting Search Engine Results Page (SERP). A click the ad takes the prospective customer to your page of the website termed as a landing page, the goal of which is to convert the lead you've just acquired into a genuine customer.

Google determines which ads to show and in which positions about the SERP based on a number of factors. These include the retail price you are prepared to pay to the ad to become displayed per particular keyword. This is called the bid price since you're bidding against the competitors in order to achieve the specified position for the SERP.

The Google Ads Platform

Once you've made a Google account and signed in the Google Ads platform, it might appear rather daunting initially as so many options and features can be obtained. The first step is to create a Campaign, then within that Campaign you should have Ad Groups, the Ads themselves and the keywords you want to target.

The Campaign

Google Ads Campaigns will often be geographically targeted, particularly for local businesses servicing a specific geographical area. Within the campaign settings you are going to define your target area, your maximum daily spend and a number of other important criteria.

Ad Groups

You may have one or more Ad Groups within a particular campaign, and within each Ad Group a number of Ads which each examine the same landing page. Within the Ad Group you define the bids for your keywords in this Ad Group although it may also be customised on the keyword level.

Ads

The ads themselves can take a number of different forms but an average text ad has a web page destination, three headlines and two lines of description. Not all the words you define will necessarily be shown in the ad since the exact format in the displayed ad is at Google's discretion.

The text with the ads should correlate closely while using keywords in the Ad Group and one from the options provided is always to include the keyword text within the ad itself. Your purpose would be to get the attention with the prospective customer so they really will want to click on your ad after typing their key phrase into Google.

Keywords

Keyword research is with the heart of Pay Per Click (PPC) advertising as the keywords are what the mark customer types into Google while using result that your ad is triggered. You may be in a position to think of numerous possible keywords relevant to your small business and you are free to incorporate practically as much keywords as you wish. Keywords can be one or two words long (these are known as short-tail keywords) or they might contain multiple words or short phrases, whereby they are called long-tail keywords. You should try and have a good mix of short and long-tail keywords. In general the short-tail keywords will be more competitive, producing a higher cost per click.

Landing pages

The one element of one's campaign this is not defined from the Google Ads platform itself is the landing page. This is the page in your website which is the destination when an advertisement is clicked. Content in this posting should correlate closely with all the targeted keywords themselves along with the text in the ad. The purpose of your landing page is the fact that the potential customer would take whatever next step you might be after, as an example to make a booking, to finish a form, as well as to call you. Ideally you are going to create a landing page for each Ad Group, which clearly speaks to the customer's intent with the keyword they have entered.

Quality score

The prices you purchase your clicks will be different in real time and can depend on quality scores defined for each and every keyword by Google. The calculation with the quality score is based about the relevance with the ad triggered by that keyword, the squeeze page experience for the potential customer, and Google's estimate of how likely it is your ad will likely be clicked.

Performance monitoring

It's imperative that you monitor how your ads are performing often. Within the Google Ads platform you are going to be able understand the exact text keyed in by potential clients which has triggered your ads. You can use this information to develop out your keyword list with additional long-tail keywords. You also have negative keyword lists that happen to be lists of keywords which, when included inside customer's search, ought not trigger your ad.

You can also begin to see the positioning you've achieved for the ads around the SERP and you will use this data to find out whether you need to adjust your bids to give your ads greater visibility. Of course you may also find that your ads are regularly appearing inside top position which means that you could possibly be paying excessive for those clicks. Through a technique of regular review and experimentation, it is possible to determine the best option bid for each and every keyword.

This is a top-level summary of the concepts and building blocks of the Google Ads platform. Hopefully it's been enough to demystify the thought and get you interested by learning more to ascertain whether this can be something you might want to incorporate in your digital marketing arsenal.