What is Google Ads and How Does It Work?
Google Ads, previously known as AdWords is a feature provided by Google to assist webmasters in search engine optimization. It functions as an auction for ad campaigns based on their quality and relevance.
Much like SEO, the auction involves the concept of keywords. Keywords relevant to the business need to be identified which users are likely to use when trying to search for something. Next, the advertiser bids on them which means they state how much they’d be willing to pay each time a Google user clicks on their ad. Another term for this is ‘pay-per-click advertising’.
But the catch is that the success of the campaign not just depends on the bid but also on the quality of the advertisement. So the opportunity lies wide open for small as well as big brands.
What are the benefits of Google Ads?
Investing in Google Ads is a smart decision for your business as it is one of the most efficient options. You can essentially grow your business with Google Ads by only paying for results, i.e. clicks to your website or calls to your business.
Making full use of online advertising you can be visible locally and attract customers when they’re searching for products or businesses like yours. You can convert customers effectively by placing an ad at the right place and right time.
Google Ads can help you drive website visits and improve your conversion rate. It can assist in growing online sales, bookings, subscriptions, sign-ups and mailing lists.
The click to call button avails you to feature your phone number and thus increase customer calls. You can get more customers at the door with business ads that help people find your company on the map.
Google Ads is also very resourceful in terms of providing tools to manage the campaign. Setting budgets, adjusting, and monitoring them is fairly easy. It has a Keyword Planner to help you consolidate the right keywords for your campaign.
What is the Process?
Step 1: Sign Up for an Account
Using your Google email and your website address you can set up a free account on Google Ads.
Step 2: Set your budget and Declare your location.
As Google Ad operates on a pay-per-click basis, setting your budget is primary. Fortunately, the algorithm judges the ad on not just the bid amount but on the quality. So low budget brands have just as much chance as a high budget one. One can start off small and further adjust according to the return rate and business data.
The ad can pick up realistic potential customers in a local market by setting your location. It also allows you to expand your reach by setting specific geographic parameters through ‘Radius Targeting’ under Advanced Search.
Step 3: Network Selection
Now, you will be required to choose your network from the two options presented. This is to decide where you’d like your ads to make your debut. ‘Search Network’ is the standard presentation of ads on the top and bottom of the Search Engine Results page. ‘Display Network’ on the other hand enables you to expand your ad into other Google promotional platforms like YouTube sidebars.
You will be presented with two options of where you would like your ads to make their debut. We recommend selecting ‘Search Network,’ which refers to the standard presentation of Google ads at the top and bottom of the SERPs. This offers a distinct opportunity for differentiation through the keyword selection process giving a more specialized market.
Step 4: Keyword Planning
Google Ads’ Keyword Planner is a great SEO tool to make your keyword strategy. You must pick keywords that have a high volume of searches and precisely describe your content. Remember, the competition for keywords is fierce so it is a good idea to use long-tail keywords to focus your content. Google Ads’ gives matching options that help you understand how closely someone’s search terms match the keywords you’ve bid on.
Step 5: Enter your bid
Google Ads offers two options: automatic or manual bidding. Automatic bidding finds and bids on the highest volume keywords you can get within your budget’s reach. With Manual bidding, you have more control over bidding on keywords that are more suited to your small business.
Step 6: Frame the ad’s content
The copy of the advertisement must include the keywords associated with the content. It should clearly state the details about your product/service. Mention your location, your unique selling proposition, and sales promotion efforts. An important element is a clear call-to-action (CTA).
Make sure you have a great landing page linked to the advertisement. It should direct the traffic directly to the desired page.
Under ‘Ads and Extensions’ in your Google Ads dashboard, you can make use of extensions that allow browsers to access information like your phone number or location with a single click.
Step 7: Make it Mobile Friendly
This is where adaptive content comes into the picture. You must structure a separate campaign specifically for mobile devices as your keywords and content will be slightly different. Keep the text short and to the point, and take advantage of the ‘Preview and Diagnosis’ option found under the ‘Tools’ menu in Google Ads to make sure your ad is appearing as you would like. And, of course, you want to make sure the website linked is fully optimized for mobile screens.
Step 8: Measure your performance
You can evaluate your ad’s performance as Google Ads provides you with actual data. Metrics of how many people have seen your ad, the click-through rate, and how much money you’ve spent on the campaign will give you insight as to what to focus on. Further linking your Google Ads account to Analytics to gather important information like the bounce rate, average time spent on your site you can potentially diagnose each component of your digital presence.
Points to Remember
It is imperative that you checklist all the affecting factors before publishing your ad. As mentioned above Google algorithm considers your bid, ad quality, and relevance.
To improve its ranking on SERPs put forward a competitive bid, design a keyword enriched, convenient ad, and enhance user experience. The next step is to make sure that your landing page and website are properly optimized. Read What are Google Penalties and how to avoid them?
Google Ads a great platform to ethically grow your business in a fair market and definitely something to invest in.