Traffic is the backbone of every website, especially traffic that seeks to purchase the products or services you offer.
If you want to drive leads or generate more revenue through your website, getting the right kind of traffic
flowing to your site is critical.
Paid search marketing, often referred to as pay-per-click or PPC, is a great way to do that.
One platform stands heads and shoulders above the rest when it comes to paid search marketing: Google Ads. One of the best decisions you can make for your business is using Google Ads.
An effective Google Ads campaign requires an investment of time and money. However, once you get the hang of things, creating and running Google Ads campaigns could be your best investment ever.
Why do I say this?
I say this because over 3 billion searches are run through Google each day. This provides you with a great opportunity to present your brand and/or your products/services in front of your customers/end-users.
As users search for related keywords, Google Ads enable you to market and offer your products/services. If you run and manage your Ads campaigns properly, they have the potential to rapidly increase both your lead generation and conversions.
This post is an introductory guide to Google Ads; the aim is to help people new to Google Ads get acquainted with it so that they can create and launch their first Google Ads campaigns successfully.
Why Google Ads?
Before we dive into the basics of Google Ads, it is important to understand why a Google Ads campaign is needed in the first place. The best way to do that is through relevant stats. Search engine optimization (SEO) has helped many businesses establish a strong online presence, but it can be ‘too’ time-consuming for some people.
Enter Google Ads—a much faster way of getting your brand in front of the customer. If you want results right away, then Google Ads would be your best bet. This is because, when looking to make a purchase online, 64.6 percent of people click on Google Ads. Additionally, when ads are paused, 89 percent of the traffic created by search ads is not substituted by organic clicks.
Lastly and perhaps most importantly, for every $1 spent by them on Google Advertising, businesses usually make an average of $2 in sales. In short, you can reach tens of thousands of potential customers with very little effort through Google Ads. The following are some of the key advantages of creating and running a Google Ads campaign.
Connect With Customers
With Google Ads, you can attract consumers that will be more responsive to your marketing messages. This will enable you to have a more personal interaction with your prospective customers.
Keep Advertising Costs under Control
With Google Ads, you can control precisely how much you want to spend on online advertisements. This is because you can set a fixed monthly budget for your total ad-spend during a month.
Continuously Measure Performance
Data on the output of your account is always gathered. Therefore, you can find what you need easily and use it to assess your progress.
How does Google Ads work?
Unlike many other online marketing strategies, creating and running an online Ads campaign is not free. For example, in the space of a few days, you can easily lose your hard-earned money without any return if you run a PPC advertising campaign that isn’t created right.
Despite the risks that are associated with PPC, creating and running a Google Ads campaign can be worth every penny you spend on it. However, it is critical to create and launch the Ads campaign in the right way. The following are the steps you can follow to successfully create and launch your first Google Ads campaign.
Create Your Google Ads Account
Click here to sign up and create your Google Ads account. You can sign up using your Google account. You will need to create one if you don’t already have an account with Google. However, the account creation process is simple and takes no more than a few minutes.
Once you have inserted the required information, you will be navigated to the next page to create your first campaign. Here, you can set your bids, specify your budget and core demographic, and write copies for your ad.
Google has a guided interface for sharing information such as your email address and the website where you will send your ads. Your currency, time zone, and location also need to be set by you.
Create New Campaign
Click on the plus button to open the campaign creation interface. This will take you to the set up and walk you through the entire creation process.
Select Campaign type
For the most freedom choose create a campaign without a goal’s guidance. If this is your first campaign and you don’t feel confident then choose one of the other options.
- Sales – the default converstion event is for sales on your website, in app, over the phone or in store. This is the most popular one to choose.
- Leads – the default conversion event is lead capture. This is good for those businesses that have a longer sales cycle and that need to nurture leads into customers. This is good for real estate, gyms, and high ticket items that aren’t impulse purchases.
- Website traffic – the conversion event for this one is to drive relevant traffic to your website. This is good for building brand awareness and building up a retargeting audience.
- Product and brand consideration – this one is similar to website traffic and helps build brand awareness
- Brand awareness and reach – unlike the previous 2 is only available as a display or video ad. This campaign type is good for capturing brand awareness through compelling graphics and video.
- App promotion – you guessed it. This one is designed for those that want people to download and install an app
- Local store visits and promotions – this option is great for local businesses such as gyms, spas, and restaurants.
- Create a campaign without a goal’s guidance – this option is more advanced and allows you to create custom campaigns around specific goals.
Select Campaign type
Campaign type allows you to choose where your ads are displayed. You can choose between the
search network – [text] headline, two lines of text, and a URL,
display network [banner] images and rich media, animations and custom layouts can be used, included YouTube, Gmail, Google Discover
After you choose Search a new section will be displayed where you choose what results you desire. If you choose website visits you will have to enter the desired URL. If you choose Phone Calls you will have to enter the phone number that you want to receive the phone calls on. And if you choose App download you will have to enter the information about your app.
6. Set up campaign level
The first thing you need to do in name your campaign. We recommend that you develop a naming convention and stick with it. This makes it easier to understand what each campaign is about without having to waste time opening them to look at them. For example campaign 1, campaign 2 is a horrible naming convention. That tells you nothing about what the campaign is for. A good rule of thumb is to use the following format type-network-targeting-other for example search-traffic-Males 30-50 USA-new gym membership is descriptive enough that you know what the campaign’s goals and objectives are without having to open it up to look at the campaign.
7. Select location and language if necessary
Google allows you to target an area as small as a 1 mile radius all the way up to worldwide. Targeting a smaller area can save money for local businesses such as restraunts but be careful and don’t target an area that is too small.
You can also target users by language. Language targeting allows you to choose the language of the potential customers you'd like to reach. We'll show your ads to customers who use Google products (such as Search or Gmail) or visit sites and apps on the Google Display Network (GDN) in that same language. Keep in mind that Google doesn't translate ads or keywords.
Set Your Budget
One of the most important steps in ensuring the effectiveness of your first Google Ads campaign is setting the right budget for it. Doing this will ensure that you never exceed your daily budget for Google Ads. Determining the number of visitors your landing page will turn into customers is the best way to work out this budget.
However, you can use averages to set your daily budget if you’re just starting out as an online business. The average conversion rate from Google Ads is only 2.35 percent. What does this mean? It means that only 2.35 percent of the people who click on your ad convert into paying customers.
Considering your sector’s average conversion rate, you can work out how much you’re prepared to spend on each visitor. The technical term used for this is the cost per acquisition (CPA). After you have set your budget and selected your currency, you can move onto the next step.
Check Customer Demand
You need to check whether your customers are looking on Google for whatever you sell before creating your first Google Ads campaign. Use Google Ads’ Keyword planner tool to ensure that there is decent search volume for whatever it is that you offer. It will tell you how frequently people look for the terms you think they are searching for, recommend other related terms or keywords, highlight their competition, and display their cost-per-click.
Choose a Network
In order for your consumers to access them, your advertisements will be shown on different online environments called networks. You can select from two main networks: Display and Search. Google’s search engine results pages (SERPs), different Google services like shopping and maps, and search sites collaborating with Google to display advertisements are included in the Search Network.
The Google Display Network comprises of Internet-wide Google partner sites that are not confined to search platforms. Gmail, Blogger, and YouTube are some examples of this. This enables you to display different advertising to prospective buyers, such as image advertisements to boost conversions or simply spread awareness.
I would recommend the Search Network to first-time users launching their first Google Ads campaign. This is because setting up the Search Network is easy and targets people at the bottom of the funnel ready to purchase, and its convenient management makes it perfect for first-time marketers.
Select Your Keywords
The key to the success in Google Advertising is keyword analysis. Keywords are the search queries or words entered into the Google search box by a person looking for an answer or a particular product/service.
You can pick between 15-20 keywords with Google that can help your ad to display on the SERP. If the initial keywords you provide to Google don’t do the trick, you can always add additional keywords later on. However, selecting only a few keywords that stand the best chance of producing the desired outcome is recommended.
You also need to give importance to the search volumes of the chosen keywords. While you may be tempted to select a keyword with a search volume in the thousands, you may be better off avoiding it. This is because Google Ads work based on a bidding system. The greater the search volume for a particular keyword, the higher its bid price is likely to be.
Therefore, choosing a keyword with a high search volume may become ‘too’ costly for you. As such, you’re better off selecting a few relevant keywords with decent search volumes—neither too high nor too low!
Set Your Bid
You have two options for setting your bid. The first is optimizing your budget returns by letting Google set your bid price. The other option is doing it manually. I would recommend doing some research using the Keyword Planner of Google if you decide to go with the second option.
You may want to begin with automatic bids before you get comfortable with the Google Ads if you’re using it for the first time. However, it is more cost-effective to set bids manually. So, weigh the pros and cons of each option before you settle on one.
Write and Create Your Ad
The most important step in creating a successful Google Ads campaign is undoubtedly writing your ad. I would recommend that you pay special attention to your ad copy and make it very convincing. Your ad copy should convey your offer effectively in such a way that it persuades a person to click on your ad and navigate to your website. I would advise you to keep the message short and create a convincing headline with a clear call-to-action (CTA).
Once you have finished writing your ad, press the “save” button and move to the final step in the process. Here, you will need to provide Google with your payment details and specific information about your business. Once this is done, your first Google Ads campaign will be ready to launch.
Notice that headlines are limited to 30 characters and the discriptions are limited to 90 characters.
When it comes to attracting new customers for small businesses, Google Ads can be an incredibly effective tool. However, if the Google Ads campaign is not created and ran correctly, it can easily become an expensive affair. The good news is that you can avoid this by following the steps mentioned in this guide on Google Ads.