A Beginner’s Guide to Using Google Ads

Google Ads digital marketing agency

What Is The Google Ads Platform?

Google Ads is a powerful online advertising tool developed by Google that helps businesses of all sizes reach their target audience and drive more leads, sales, and conversions to their website. Google Ads allows businesses to bid for placement on the search engine results pages (SERPs) in an auction-style marketplace platform that allows businesses across all industries to create and deploy paid search ads on the Google search engine. Anytime a user searches for something related to the keywords you’ve bid on, your ad may appear in the top position of the designated Google Ads space in the SERPs. 

Google Ads gives you complete control over your campaigns. You can choose which keywords you want to target, set a budget and maximum cost-per-click (CPC) bids, adjust your bids in real time, and use advanced targeting tools like “search intent” targeting or “language preference” targeting. You can also use automated rules to optimize campaigns and manage bids based on performance metrics like CPC or cost per acquisition (CPA). By leveraging these features, businesses can create highly customized campaigns tailored to specific audiences according to their goals.

In addition to the various targeting options available with Google Ads, advertisers have access to rich analytics reports that provide insights into campaign performance. These insights help users understand the effectiveness of their current strategies and allow them to make data-driven decisions about how best to adjust campaigns for optimal performance.

Overall, Google Ads is an incredibly powerful tool for businesses of all sizes looking for more visibility and ROI from their online marketing efforts. With its range of targeting options, intelligent automation tools, and comprehensive reporting capabilities, it’s imperative for marketers to incorporate paid search using Google Ads into their digital strategy.

How Does Google Ads Work?

In order to get your ads to show up in the SERPs, you need to bid for keywords related to your business and products. When someone searches for one of those keywords, your ad can appear at the top of the results page in the designated Google Ads space.

When someone clicks on your ad, they are taken directly to a landing page that you have specified, and you pay the amount that you have bid for those keywords. The more competitive the keyword is, the higher you will need to bid in order to get your ad seen by potential customers.

The key goal for Google Ads is return on investment (ROI). To achieve a business’ desired ROI, the following capabilities are just some of the features of the Google Ads platform:

  • Optimizing your campaigns by adjusting bids
  • Targeting different audiences locations
  • Adding negative keywords
  • Using automated rules like “cost per acquisition (CPA) bidding” or “search intent targeting”

Alongside these capabilities, Google Ads allows businesses to track performance with detailed analytics reports that detail performance data such as impressions, clicks, and conversions to help determine how well ads are performing and what changes could be made for a better ROI.

Google Ads is an effective way for businesses of all sizes and budgets to get more visibility online. It gives them complete control over their campaigns so they can tailor their ads according to specific goals and target specific audiences based on their needs. 

How to Use Google Ads to Help Your Business

To get the most out of Google Ads, it’s important to understand how to use the platform effectively. Here’s a step-by-step guide on how to use Google Ads:

Step 1: Set Up Your Account: Before you start running any campaigns, you need to set up an account with Google Ads. This involves signing up with your name, email address, and website URL. From there, you can select your currency and time zone.

Step 2: Choose Your Target Audience: Once your account is set up, you’ll need to decide who your target audience is. You can target people by language, location, age group, gender and more. You can also narrow your audience down further by setting specific parameters such as device type or day of week they’re likely to search for your products or services.

Step 3: Select Keywords & Bids: Next, you need to select the keywords that are relevant to your business and services. These are words or phrases people might search for when looking for what you offer. You should also set a maximum cost-per-click (CPC) bid for each keyword so that you know how much you’re willing to spend each time someone clicks on one of your ads.

Step 4: Create Ad Content: Now that you have chosen keywords and bids, it’s time to create ad content that will entice potential customers to click through. Your ad should be catchy and informative in order to grab attention while also providing enough information about what you offer so that users have an idea of what they’re clicking into before they do so.

Step 5: Tracking & Optimization: After launching a campaign, it’s important to track its performance over time so you can adjust bids accordingly or add/remove keywords based on results analysis. You should also monitor engagement metrics such as click-through rate (CTR), conversion rate (CR), cost per acquisition (CPA), and return on investment (ROI). By tracking these metrics regularly, it will be easier for you to identify which campaigns are successful and which ones need optimization in order for them to reach their fullest potential.

Types of Google Ads

The types of Google Ads offer four types of Google Ads: Search, Display, Video and Shopping.

Search Ads are those that appear on the SERPs when users type in a query related to the keywords you’ve purchased. These ads typically appear at the top of the search results page and are labeled with an “Ad” tag. With search ads, businesses can target people actively searching for products or services related to their business, enabling them to reach out to potential customers at the exact moment they’re looking for what you offer.

Display Ads are ads that appear across several websites within Google’s display network. Unlike search ads, these do not appear in the SERPs, but are instead featured prominently on other pages such as news sites and blogs. Display ads allow businesses to target potential customers based on interests, demographics, behaviours.

In addition to Search and Display Ads, there are also Video Ads and Shopping Ads. Video ads enable businesses to showcase their products or services in engaging video format either before or during YouTube videos or across other video content platforms like Hulu or Vevo. Shopping Ads enable businesses to promote their products directly on Google itself by listing them in product carousels on SERPs, allowing shoppers to quickly compare prices from different retailers without having to leave the page.

Types of Google Ads Bidding Strategies

Google Ads bidding strategies allow you to optimize your campaigns and maximize the return on investment (ROI). Depending on the type of business you have and what your goals are, there are several different strategies available that can help you get the most out of your ad campaigns.

One of the most common and straightforward strategies is manual bidding. This involves manually setting bids for each keyword or ad group in your campaigns, allowing you to tailor them according to specific goals or target audiences. You can also adjust bids based on changes in competition levels or seasons, ensuring that your ads stay competitive at all times. Manual bidding allows for great flexibility and control over campaigns, but it does require an understanding of how Google Ads works as well as a lot of time spent on monitoring performance and adjusting bids accordingly.

Another popular Google Ads bidding strategy is automated bidding. This uses machine learning algorithms to optimize bids based on performance data from previous campaigns, allowing businesses to focus more time on creating quality ads and less time on manually changing bids every day. Automated bidding is especially useful if you’re looking to get the most out of a limited budget, as it can help ensure that you’re not paying more than necessary for clicks or impressions. 

In addition to automated and manual bidding strategies, there are other techniques such as bid modifiers which allow businesses to adjust the bid amounts for certain keywords or ad groups depending on factors such as device type, location, day/time and more. This allows businesses to customize their campaigns even further by tailoring their messages and targeting options even more specifically according to audience preferences or regional trends.

Another important factor when it comes to optimizing Google Ads bid strategies is testing different scenarios. Different types of audiences may respond better to one tactic over another which means that testing strategies in different scenarios over time will help in identifying what works best for your business.

Final Words

Google Ads can be a powerful tool for businesses of all sizes and budgets to increase visibility online, generate leads, and boost ROI from digital marketing efforts. With its robust targeting capabilities, automation options, and bidding strategies, businesses can tailor their campaigns to reach customers more effectively and efficiently.

Take advantage of the helpful tips we discussed to get started on the right foot, then continually refine and adjust it as you go along.

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