Most people are aware that Google Ads represents one of the best ways to reach new customers with online advertising and help grow a business. Before people can get started using their ads, they need to know how to use it effectively.
How Does Google Ads Work?
It is Google’s pay-per-click (PPC) advertising platform. It also represents one of the largest and most widely used online advertising networks in the world, so millions of companies use Google Ads.
Advertisers utilizing Google may be able to target users across multiple networks. Four possible options include:
- Search ads — On the Search Network, advertisers can create text ads that target keywords, words, and phrases people search for on Google. This will give them the opportunity to appear in search results when customers have the highest intent to engage or buy. While this is just one kind of PPC advertising, search ads are usually what people mean when they use this term and it is also known as paid search.
- Display ads — The Display Network allows advertisers to place visual banner-style advertisements on websites that are part of the Display Network. The Google Display Network will reach about 90 percent of global internet users.
- Shopping ads — Shopping campaigns allow people to connect detailed product feeds to their accounts and Google displays their products that match searches on Google Search, the Google Shopping tab, and other placements across the Google Shopping network.
- YouTube ads — Google owns YouTube and people can use Google Ads to create video or display ads that appear on YouTube videos and search results.
Every kind of ad offers its own set of benefits that can help hit different objectives. Within these networks, there may be different campaign types, placements, and formats.
Why You Want to Use Google Ads
While PPC can offer numerous benefits to companies, Google will involve a few other extra advantages. Consider these four truths:
- Fast results — Although SEO can be essential for any company, it can take time for content to rank. PPC ads, however, may begin appearing as soon as a campaign is set live.
- Data and insights — The data people collect in their campaigns allow them to make optimizations to maximize their budget as well as to gain invaluable customer insights.
- Full funnel-friendly — Between Search, Display, Shopping, and YouTube ads, and the targeting capabilities, people can use Google Ads throughout every step of their funnel.
- High ROI — PPC is considered one of the highest ROI channels to marketers and advertisers because it earns an average of $2 for every $1 spent.
More About How Google Ads Works
While both Search and Display advertising campaigns will be managed through Google, the phrase Google Ads usually refers to the Search Network. Digital marketers usually refer to the Display Network by its own name, and Google Ads works on an auction system so costs are not determined just by bid, but also by the quality and relevancy of ads.
The seven steps to using Google include:
- Establishing your foundation
- Setting up your Ads account
- Identifying your keywords
- Creating your campaign
- Creating your ads
- Reporting on results
- Optimizing and adjusting
Let us break each of these down. Establishing your foundation will mean making sure you have a firm grasp of your audience and your goals.
Ask yourself what you are using Google Ads for. Does it relate to lead generation, e-commerce, or brand building?
Your campaign types and the structure of your account can hinge on this.
Setting up your Ads account is simple and should only take a few minutes. You can create an account using an existing Google account, or you can create a new account specifically for use with Google Ads.
You then must specify some basics for the account, such as your location and time zone. Finally, you’ll set up billing details, so Google can accurately bill you every month.
Identifying your keywords is important since advertisers use Google by bidding on keywords that are relevant to their business so that their ads appear in relevant search results. There are many different ways to conduct PPC keyword research, and WordStream’s Free Keyword Tool is an excellent starting point.
Creating your campaign means picking your campaign type, setting your ad schedule, choosing your location and language, determining your budget, selecting your bidding strategy, and adding your keywords.
Creating your ad should involve a good Google Ads headline, which conveys value, contains the keywords you are targeting, uses the language your customers use, elicits emotions, and has a call to action. Responsive search ads should be the only standard Search campaign you create.
Reporting on performance means checking in on your campaigns regularly so you can harness what is working and toss out what is not. Important metrics to pay attention to include cost per click, click-through rate, conversion rate, and cost per action. Depending on your campaign types and objectives, there can be other metrics to track, but these are the core ones.
Optimizing and adjusting means always testing out different settings, ad copy, and offers as well as adjusting bids based on keyword performance and adding negative keywords to eliminate unqualified search queries.
Four key tips to maximizing your Google Adwords account include:
1. Optimizing your account structure
Logical account structures significantly impact not only on how easy it is for a person to use Google Ads but also their campaign performance. Ensuring an Ads account is structured properly has multiple benefits, such as:
- More relevant traffic and clicks
- Higher Quality Score
- Making your account easier to optimize and maintain
When a person is only planning on running a single campaign, the Google Ads account structure will be quite simple.
2. Staying on top of updates
Google is constantly evolving, and so features are constantly being rolled out. The Google Ads blog is the best place to check for such announcements.
3. Optimizing your landing pages
Optimizing landing pages can be the difference between conversions or not. Guidelines for high-performing landing page include minimizing form fields, focusing on benefits rather than features, using multiple, high-quality product images, making calls-to-action clear, and making sure landing pages work on mobile.
4. Building remarketing lists
Remarketing (sometimes called retargeting) involves serving ads to audiences based on their previous behavior. This is critical when using Google Ads.
Also, make sure to take the time to evaluate the strength of your Ads account. WordStream created the Google Ads Performance Grader.
In less than a minute, the Google Ads Performance Grader performs a comprehensive audit of an Ads account. It can evaluate the strength of an account based on crucial PPC metrics and generate an easy-to-read report based on:
- Quality Score
- Impression share
- Account activity
- Wasted spend
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