Getting Started With Google Ads

Getting Started With Google Ads

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We're residing in unprecedented times, with many different of us practically limited to our homes due to the coronavirus pandemic. As a small business owner you may not able to operate your organization at this time. However, the enforced social isolation actually provides you with the time for other useful activities which could result in your small business returning stronger than before following your pandemic has ended. One such activity is to look at other method of promoting your company online, in particular through the use of google ads management.



What are Google Ads?

The basic notion of Google Ads is the fact that when someone types research online term into Google, seeking a particular product or service, a number of ads are triggered. The resulting ads will demonstrate either on the top or perhaps the bottom with the resulting Search Engine Results Page (SERP). A click the ad takes the mark customer with a page of your respective website known as the landing page, the intention of which is usually to convert the lead you've just acquired into an actual customer.

Google determines which ads to show and in which positions around the SERP based on several factors. These include the retail price you are happy to pay to the ad to be displayed for each particular keyword. This is called the bid price since you're bidding against the competition in order to achieve the required position for the SERP.

The Google Ads Platform

Once you've designed a Google account and signed in the Google Ads platform, it may look like rather daunting at first as a lot of options and features can be found. The first step is usually to create a Campaign, then within that Campaign you'll have Ad Groups, the Ads themselves along with the keywords you want to target.

The Campaign

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

Ad Groups

You might have one or more Ad Groups within a selected campaign, and within each Ad Group a number of Ads which each point out the same landing page. Within the Ad Group you define the bids for that keywords in this Ad Group although these can also be customised on the keyword level.

Ads

The ads themselves can take many different forms but an average text ad has a squeeze page destination, three headlines and two lines of description. Not all the written text you define will necessarily have a look at in the ad as the exact format from the displayed ad is a Google's discretion.

The text of the ads should correlate closely using the keywords inside Ad Group and one of the options provided would be to include the keyword text inside ad itself. Your purpose is usually to get the attention from the prospective customer in order that they will want to visit your ad after typing their search term into Google.

Keywords

Keyword research is in the heart of Pay Per Click (PPC) advertising because 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 business and you're free to incorporate practically as much keywords as you wish. Keywords can be one or two words long (they are known as short-tail keywords) or they could contain multiple words or short phrases, in which particular case 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 could be more competitive, causing a higher cost per click.

Landing pages

The one element of your respective campaign this is not defined within the Google Ads platform itself is the website landing page. This is the page in your website which is the destination when an advert is clicked. Content here should correlate closely while using targeted keywords themselves and the text of the ad. The purpose of the landing page is the fact that the possibility would take whatever next step you happen to be after, by way of example to make a booking, to complete a form, or to call you. Ideally you will create a website landing page for each Ad Group, which clearly speaks to the customer's intent using the keyword they've got entered.

Quality score

The prices you buy your clicks will change in real time and definately will depend on quality scores defined per keyword by Google. The calculation in the quality score is based for the relevance in the ad triggered by that keyword, the landing page experience for the prospective customer, and Google's estimate of how likely it is that your ad will be clicked.

Performance monitoring

It's important to monitor how your ads are performing on a regular basis. Within the Google Ads platform you'll be able begin to see the exact text typed in by potential customers which has triggered your ads. You can make use of this information to construct out your keyword list with additional long-tail keywords. You also have negative keyword lists that are lists of keywords which, when included within the customer's search, shouldn't trigger your ad.

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

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