Simple Guides To Using Google Ads With Exampels

 If you're thinking about spending money on ads to reach your target audience, you should spend it wisely.

That is, somewhere with more than 2.9 billion monthly unique visitors and 5 billion daily interactions. similar to Google.

Google Ads debuted just two years after Google.com, the world's most popular website. The advertising platform first appeared in October 2000 under the name Google Adwords, but in 2018 it underwent a rebranding and became known as Google Ads. 

Given Google's wide audience, it's likely that both you and your potential customers have seen (and probably clicked on) a Google advertisement.

It's no secret that these days, the more effective and targeted your paid campaigns are, the more clicks they produce and the higher the likelihood that they will bring in new clients.

So it should come as no surprise that businesses across all sectors are using Google Ads more and more frequently.

You'll learn how to start advertising on Google in this guide. We'll go over platform-specific features and show you how to fine-tune your campaigns for the best possible ad results.

What exactly is Google Ads?

Google Ads is a paid advertising platform that falls under the pay-per-click (PPC) marketing channel, in which you (the advertiser) pay per click or impression (CPM) on an ad.

Google Ads is an effective way to drive qualified traffic, or good-fit customers, to your business who are looking for products and services similar to those you provide. You can increase website traffic, phone calls, and in-store visits by using Google Ads.

Google Ads enables you to create and distribute well-timed ads to your target audience (via mobile and desktop). As a result, your company will appear on the search engine results page (SERP) when your ideal customers search for products and services similar to yours on Google Search or Google Maps.

This way, you reach your target audience at the optimal time for them to see your ad.

Note: platform advertisements may also appear on YouTube, Blogger, and the Google Display Network.

Google Ads will also help you analyze and improve those ads over time so that your company can meet all of its paid campaign goals.

Learn how HubSpot can help you manage your Google Ads more effectively.

Furthermore, regardless of the size of your business or available resources, you can tailor your ads to fit your budget. The Google Ads tool lets you stay within your monthly budget and even pause or stop ad spending at any time.

Moving on to a more pressing concern, are Google Ads actually effective? Let's look at some facts to help us respond to this:

• The click-through rate for Google Ads is over 2%.
• 180 million impressions from display advertising are generated per month.
• Paid ads on Google receive 65% of clicks from customers who are ready to buy.
• 43% of buyers make a purchase after seeing an advertisement on YouTube.

Why should I run a Google ad?

With more than 5 billion searches performed each day, Google is the most popular search engine. Furthermore, the Google Ads platform has been in existence for about 20 years, providing it some experience and legitimacy in sponsored advertising.

People all over the world use Google as a resource to ask questions that are then answered by a combination of paid adverts and organic results.

Do you need one more? Your rivals are utilizing Google Ads (and they might even be bidding on your branded terms).

Since Google Ads are used by hundreds of thousands of businesses to advertise their products and services, even if you are organically ranking for a search term, your results will still appear below those of your rivals.

There is no way to avoid including Google Ads in your paid plan if you're using PPC to market your goods or services (the only possible exception is Facebook Ads, but that's a topic for another article).

Practices for Google Ads

Don't give up if you've tried advertising on Google but had little luck. Your Google Ads may not be operating as they should for a variety of reasons. However, let's first go through some common Google Ads recommended practices.

1. Use PPC planning for template .

You can keep your PPC efforts organized by using a planner. You can preview the character counts for your advertisements, see how they will appear online, and manage your campaigns all in one location using Google and HubSpot's PPC Planning Template.

2. Steer clear of general keywords.

Your strategy should include testing and fine-tuning because you really need to nail it for your keywords. Your ad will be shown to the wrong audience if your keywords are too general, which will result in fewer hits and a higher ad cost.

Examine what's working (i.e., which keywords result in clicks) and make changes to your ads as necessary to make them more relevant to your target market. The blend probably won't be perfect the first time, but you should keep introducing, eliminating, and adjusting keywords until it is.

3. Avoid running pointless adverts.

You won't obtain enough clicks if your ad doesn't correspond to the searcher's intent to make your ad spend worthwhile. The keywords you are bidding on must be reflected in your headline and ad copy, and the product you are promoting in your ad must address any problems the searcher may be having.

It's a combination that will provide the outcomes you want, and it could only require a few adjustments. With the option to generate many ads per campaign, you may test different versions to see which performs best. Use Google's Responsive Search Ads option instead, or even better.

4. Raise your quality rating (QS).

Google uses your Quality Score (QS) to decide where to place your ad.

Your rank and positions on the Search Engine Results Page will improve with a higher QS (SERP). Less people will see your advertisement and you will have fewer opportunities to convert if your quality score is low.

Although Google informs you of your Quality Score, it is up to you to raise it.

5. Improve the landing page for your ads. 

Your efforts shouldn't end with your advertisement; the user experience that follows a click is just as important. 

When a user clicks your advertisement, what do they see? Is the conversion rate on your landing page optimized? Does the page address the problem or query of your user? The conversion process need to be easy for your user to move through. 

Review best practices for landing pages and put them into practice to improve conversion rates.

You can set it up, manage, and improve your Google Ads with the aid of these frequent phrases. While a few of these are specifically tied to Google Ads, others are more broadly PPC-related. In either case, you must be aware of these to manage an efficient advertising strategy.

1. AdRank 

Your ad placement is determined by your AdRank. The higher this value, the better you'll rank, the more visitors will see your ad, and the more likely it is that they will click it. Your maximum bid multiplied by your Quality Score yields your AdRank.

2. Offers 

You, the advertiser, choose a maximum bid amount you're ready to spend for a click on your ad in the Google Ads bidding system. The higher your bid, the better your placement. CPC, CPM, or CPE are your three possibilities when placing a bid. 

• The cost-per-click, or CPC, is what you pay for each time someone clicks on your advertisement. 
• The price you pay for one thousand ad impressions, or when your advertisement is displayed to a thousand individuals, is known as CPM, or cost per mille. 
• The sum you spend everytime someone responds to your advertisement is known as the "cost per engagement," or CPE. 

3. Type of Campaign

• You can choose from seven different campaign types before starting a sponsored campaign on Google Ads: search, display, video, shopping, app, smart, or performance max.
• Text advertisements known as "search advertising" are shown alongside search results on a Google results page.
• On websites that are part of the Google Display Network, display advertisements—which are often image-based—are displayed.
• YouTube features six to fifteen second long video commercials.
• The Google shopping tab and search results both display shopping advertisements.
• App campaigns optimize ads across websites using data from your app.
• Google finds the finest targeting for smart advertising to maximize your return on investment.
• With the new campaign type called Performance Max, advertisers may access the entire Google Ads inventory from a single campaign.

4. The percentage of clicks (CTR)

Your CTR is the ratio of the number of clicks you receive to the number of views for your advertisement. A higher CTR implies a high-quality ad that targets pertinent keywords and matches search intent.

5. Conversion Rate (CVR)

Form submissions as a percentage of all landing page views are measured by CVR. Simply put, a high CVR indicates that your landing page offers a seamless user experience that fulfills the promise of the advertisement.

6. Network Show

Google advertising can appear on a webpage within Google's Display Network or the search results page (GDN). GDN is a network of websites that give Google Adverts space on their web pages. These text- or image-based ads are shown next to material that is pertinent to your target keywords. Google Shopping and app campaigns are the most often used Display Ad choices.

7. Ad Extensions 

You can add free more information to your advertisement by using Ad Extensions. Sitelink, Call, Location, Offer, or App are the five categories under which these extensions can be divided.

8. Key phrases

Google displays a number of results that are relevant to the searcher's purpose when a user submits a query into the search field. Keywords are words or phrases that fit the searcher's query and provide the results they are looking for. Depending on the searches you want your ad to appear next to, you choose your keywords. When someone searches for "how to wipe gum off shoes," for instance, they will see results for marketers who have chosen to target terms like "gum on shoes" and "clean shoes."

Lists of keywords that you don't want to rank for are known as negative keywords. You will be removed from the bid on these keywords by Google. These are usually vaguely connected to the search terms you were going for but are unrelated to the services you provide or the keywords you want to rank for.

9. Pay Per Click (PPC).

Pay-per-click advertising, also known as PPC, involves the advertiser paying for each click on an advertisement. Although PPC is not exclusive to Google Ads, it is the most typical kind of paid campaign. Before starting your first Google Ads campaign, it's critical to comprehend all aspects of PPC.

10. Quality Score  (QS).

Your Quality Score gauges the effectiveness of your ad based on factors like click-through rate (CTR), keyword relevance, landing page quality, and prior SERP performance. Your AdRank is based in part on QS.

How do Google Ads function?

Potential leads or clients who are looking for your product or service are shown your ad through Google Ads. Depending on the sort of ad campaign chosen, advertisers bid on search phrases, or keywords, and the winners of that bid are displayed at the top of search results pages, on YouTube videos, or on relevant websites.

Your capacity to develop successful and high-performing Google Ads is impacted by a variety of things. They will be discussed here, along with several Google Ads samples.

High Quality Score and AdRank

Your advertising' placement is determined by AdRank, and one of the two factors—the other being bid amount—that affects your AdRank is Quality Score. Keep in mind that your Quality Score is based on the caliber and relevancy of your advertisement, and Google gauges this by the number of people that click on your advertisement when it is displayed, or CTR. Your ad's ability to successfully match searcher intent will determine how well it performs on click-through rates (CTR).

1. How relevant your keywords are
2. If the searcher receives what they anticipate from your ad copy and CTA,
3. The way people interact with your landing page

Even before you raise your bid amount, you should pay close attention to your QS when you first set up your Google Ad campaign. Your acquisition fees will be reduced and you'll be placed higher with a higher QS.

Location

You choose the region where your Google Ad will be displayed when you first put it up. If you have a storefront, it should be quite close to where you are physically located. If you run an online store and sell actual goods, you should specify your location to the locations from which you ship. The possibilities are endless if you offer a service or good that is available to everyone in the world.

Your location settings will affect how you are placed. For instance, even if your AdRank is high, if you run a yoga studio in San Francisco, someone searching for "yoga studio" in New York won't see your result. That's because Google's main goal is to show users the best relevant results, even if you're paying for it.

Keywords 

Researching keywords is just as crucial for paid advertisements as it is for organic search. Your keywords should as closely as possible reflect the objective of the searcher. This is due to Google matching your advertisement with searches based on the keywords you chose.

One to five keywords are ideal for each ad group you designate inside your campaign, and Google will display your ad in accordance with those choices.

Matching Types 

Match Types provide you some leeway when it comes to choosing your keywords because they inform Google whether you want to match a search query precisely or if you want your ad to be displayed to everyone who enters a semi-related search query. There are four different match types available:

• The default mode, known as Broad Match, uses any word inside your keyword phrase, in any sequence. For instance, "goat yoga in Oakland" or "yoga Oakland" will match.
• By designating them with a "+" symbol, Modified Broad Match enables you to lock in specific words within a keyword phrase. Your matches will at the very least contain that locked-in term. For instance, searching for "+goats yoga in Oakland" can get results for "goats," "goats like food," or "goats with yoga."
• Phrase Match will find matches for queries that contain your keyword phrase in the exact order, even if they contain other words either before or after it. Goat yoga, for instance, can also refer to "spotted goat yoga" or "goat yoga with pups."
• Precise Match keeps your keyword phrase in the exact order that it is written. If someone types "goats yoga" or "goat yoga class," for instance, "goat yoga" won't appear.

Switch from a broad match to a more specific approach if you're just getting started and are unsure of how your persona will be searching so you can test which questions get the greatest results. However, because your ad will appear for a variety of queries, some of which are irrelevant, you should monitor your advertising carefully and make any necessary adjustments as you learn more.

Headline and Description

Your ad copy may determine whether someone clicks on your ad or one from a rival. As a result, it's crucial that your ad language aligns with your target keywords, satisfies the persona's pain point, and matches the searcher's intent.

Let's look at an example to see what we mean.

=========================================== image  sample=====

This came up in a search for "infant swim instruction." The material is succinct and makes effective use of the available space to communicate its point and engage its intended audience.

Because The Swim Revolution used the phrase in their headline, we can immediately tell that the ad is relevant to our search. The description also explains why this is the ideal choice for swim lessons by addressing the issues that their persona, a parent trying to enroll their child in a swim class, would have.

They allay our fears of placing a baby in the water by using phrases like "skills," "fun," "confidence," and "comfort in the water," and they show us that we will obtain the result we desire from this class: a baby who can swim.

Clicks will be generated by this type of advertisement, but conversions will come from incorporating this degree of intention into your landing page language.

Ad Extensions

Ad Extensions should be used if you are running Google Ads for two reasons: they are free, and they give users more information and another motivation to interact with your advertisement. These extensions fall under one of the following five groups:

• Sitelink Extensions give users more compelling reasons to click by extending your ad and adding further links to your website.

=========================================== image  sample=====

• You can include your phone number in your advertisement using Call Extensions, giving users another quick option to contact you. Include your phone number if your customer care team is prepared to interact with and convert your audience.

=========================================== image  sample=====

• By including your address and phone number in your ad, Location Extensions enable Google to provide searchers with a map that will help them easily locate you. This choice works well for the search term "near me" and is perfect for companies with a storefront.

=========================================== image  sample=====

Offer Extensions are effective if you are currently running a promotion. If users notice that your options are more affordable than those of your rivals, they may choose to click your advertisement instead of those of others.

For mobile users, app extensions offer a link to an app download. As a result, it is easier to find and download the software from an AppStore without having to conduct a new search.

Retargeting with Google Ads

Retargeting, also known as remarketing, is a strategy used in Google Ads to promote to consumers who have previously interacted with you online but have not yet purchased. Users who are tracked by cookies will see your advertising as they browse the web. Remarketing works well because most potential customers need to see your advertising repeatedly before becoming clients.

On Google Ads, you may choose from one of five different campaign kinds. Let's discuss the best applications for each and the reasons why you would favor one over the other.