Google Ads is a pay per click system of advertising. Essentially, when you are using Good Ads, your ad will be displayed at the top of search engine results that are relevant to the keywords you’ve chosen, and the more you pay, the more you’ll be seen. The idea is that potential customers will see your ad before they see any of the organic search engine results and be more likely to click through to your site. Every time they do click, you pay. If no one clicks, you won’t pay anything at all.
Using Google Ads can be a great idea for your business. This is one of the largest online advertising platforms globally, and you can reach customers anywhere and everywhere – depending on the criteria you set for the ad.
How To Buy Google Advertising
You can think of Google Ads working as a kind of auction. You, the advertiser, will bid on the placement of your advertisement and, depending on how much other advertisers have bid, your position in the results is set. The amount you bid isn’t just a single figure that you know you can afford. Instead, it’s the amount of money you’re willing and able to pay for every click you receive.
Yet the final position potential customers will see your ad in isn’t just down to how much you bid; it’s also about your quality score. The quality score relates to how well optimized your ad is, as well as the quality of the landing page the ad sends people to. Plus, if you have a high expected click through rate, you’ll be expected to pay more. Overall, the more you pay and the better quality score you get, the higher your ad will rank, which should translate to more leads and, in the end, more customers.
How To Use Google Ads
Before you can create a successful Google Ads campaign, there are some important things to think about and take into consideration. The first is that you must have some goals established. If you don’t, you’re going to find it hard to determine exactly how to advertise, how much to spend, and what you want your ads to say. Your goals can be anything such as brand building, finding new leads, encouraging more people to visit your site, and so on. Once you know exactly what you want most, you can design a Google Ads campaign around it.
You will also need to know who your ideal audience is. Discovering your target market means understanding as much about your customers as possible including their age, sex, location, budget, job, and more. By knowing who is most likely to buy from you, you can tailor your marketing campaign to appeal to those specific people, which should help convert your ad into profit.
Each Google Ads advertisement will need to include some keywords; without them, you won’t be able to set a budget or launch the campaign. Again, research is required here as you will need to know what search phrases people are inputting into Google and which ones are the most relevant to your business. Once you know these, you can use them to create a campaign that is going to work to your advantage and truly make the most of the money you’re spending. Keywords are crucial, but there are plenty of tools available that will help you to determine what they are. Pay attention to the relevance of each keyword.
Once you have your keywords, you can write your ad copy or outsource this to an expert if you feel happier doing this. The ad copy must include keywords (or one specific keyword that you want to rank highly for and feel will get you the most click throughs) and a concise, clear call to action.
You might think this is enough and that you’ll start to get people visiting your website, but this is just the beginning. As we’ve mentioned above, the landing page is crucial and must be fully optimized if you want the quality score to be high and click throughs to convert to sales. Before you launch your ad, you should ensure that the landing page you’ve chosen is exactly how you want it to be. Within that page, you should include a Google Analytics code so that you can track how well your ads are performing and ensure that, should you need to, you make any necessary changes.
It is the testing and measuring of your Google Ads campaign that really does make the difference.