Getting Started With Google Ads

Getting Started With Google Ads

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We're surviving in unprecedented times, with lots of of us practically confined to our homes due to the coronavirus pandemic. As a small business operator you may no longer be able to operate your small business at this time. However, the enforced social isolation actually gives you the time for other useful activities that could result in your business returning stronger than before as soon as the pandemic has ended. One such activity could be to look at other ways of promoting your organization online, and in particular through the use of ads manager google.



What are Google Ads?

The basic thought of Google Ads is always that when someone types a search term into Google, seeking a selected product or service, numerous ads are triggered. The resulting ads will demonstrate either on the top or the bottom in the resulting Search Engine Results Page (SERP). A click the ad takes the potential customer with a page of your website known as the landing page, the objective of which is usually to convert the lead you've just acquired into a real customer.

Google determines which ads to exhibit and in which positions for the SERP based on several factors. These include the price you are ready to pay for the ad being displayed for every particular keyword. This is called the bid price since you happen to be bidding against your competition in order to achieve the actual required position about the SERP.

The Google Ads Platform

Once you've created a Google account and signed to the Google Ads platform, it may seem rather daunting initially as so many options and features can be purchased. The first step would be to create a Campaign, then within that Campaign you will possess Ad Groups, the Ads themselves and also the keywords you intend to target.

The Campaign

Google Ads Campaigns in many cases are geographically targeted, particularly for local businesses servicing a particular geographical area. Within the campaign settings you are going to define your target area, your maximum daily spend and several other important criteria.

Ad Groups

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

Ads

The ads themselves can take several different forms but a typical text ad has a web page destination, three headlines and 2 lines of description. Not all the text you define will necessarily have a look at in the ad as the exact format in the displayed ad are at Google's discretion.

The text from the ads should correlate closely while using keywords in the Ad Group and one of the options provided is to include the keyword text from the ad itself. Your purpose is usually to get the attention with the prospective customer in order that they will want to select your ad after typing their key phrase into Google.

Keywords

Keyword research is in the heart of Pay Per Click (PPC) advertising as the keywords are what the prospective customer types straight into Google while using result your ad is triggered. You may be capable of think of a variety of possible keywords relevant to your company and you're free to include practically as many keywords as you wish. Keywords may be one or two words long (they are known as short-tail keywords) or they might contain multiple words or short phrases, in which case they are called long-tail keywords. You should try and have a good mixture of short and long-tail keywords. In general the short-tail keywords will be more competitive, resulting in a higher cost per click.

Landing pages

The one element of your respective campaign that is not defined inside the Google Ads platform itself is the landing page. This is the page on the website which is the destination when a commercial is clicked. Content in this posting should correlate closely using the targeted keywords themselves and the text in the ad. The purpose of one's landing page is the fact that the prospective client would take whatever next step you happen to be after, for instance to make a booking, to complete a form, as well as to call you. Ideally you may create a landing page for each Ad Group, which clearly speaks to the customer's intent while using keyword they have entered.

Quality score

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

Performance monitoring

It's imperative that you monitor how your ads are performing regularly. Within the Google Ads platform you may be able see the exact text entered by potential customers which has triggered your ads. You can employ this information to build out your keyword list with additional long-tail keywords. You also have negative keyword lists which can be lists of keywords which, when included inside customer's search, should not trigger your ad.

You can also start to see the positioning you've achieved on your ads on the SERP and you may use this data to determine whether you have to adjust your bids to present your ads greater visibility. Of course you could also find that your particular ads are regularly appearing inside top position which means that you may be paying an excessive amount of for those clicks. Through a technique of regular review and trial and error, you are able to determine the best option bid per keyword.

This has been a top-level summary of the concepts and building blocks with the Google Ads platform. Hopefully it is often enough to demystify the concept and get you curious about learning more to ascertain whether this can be something you might want to feature in your digital marketing arsenal.