Google Ad Campaign, is it worth it?
Google is a familiar name to all of us, it is considered one of the smartest Search Engine Beings of all time because of its extensive knowledge in every field.
Well, this isn’t me just praising Google, I have facts to substantiate my claims. 3.5 Billion Google searches are made every day and 1.2 trillion searches every year. These are truly some baffling statistics, aren’t they?
There’s only one thing that this can mean, almost everyone who has a smartphone or a desktop with an internet connection has used Google at some point in their lives.
Considering this fact, don’t you think your business should use a platform such as this to easily reach its target audience?
It absolutely should! And this is exactly why Google has offered its users some space for advertising – Google Ads.
Advertising here will definitely bring a great ROI(Return on Investment) to your business.
It’s time to get to business now. In this blog, I will be taking you through-
- Why is Google Ad Campaign a necessity?
- Terms to be Familiar with while running your Google Ad Campaign
- How to create Ads on Google?
- Ad Campaigns offered by Google
- Tips for running successful ads on Google
Why is Google Ad Campaign a Necessity?
In today’s day and age, everything is determined by Google. If people want to buy a Television, they type “Best Television on Sale”. Google then drives these customers to a website that has good sales on Televisions.
If your website uses Google Ad Campaign, Google might actually pick your website to send these potential buyers to. The point here is, your website will show up on the SERP(Search Engines Results Page).
The ultimate goal of every advertiser on Google is to bring their page up on the SERP. when customers are searching on Google or any of its subsidiaries like Google Maps or even YouTube.
These goals are obtained by using a variety of strategies which we will be diving into soon.
If you’re still not convinced, Google Advertising is over 2 decades old and has a huge legacy when it comes to Advertising.
Moreover, all of your competition or rival businesses will definitely be minting revenue by using Google’s PPC or CPM methods. The best part is, no matter what your budget is, you can advertise on Google,
This must be enough to make you realize why advertising or marketing on Google is a brilliant choice.
Terms to be Familiar with while running your Google Ad Campaign
There’s no need to worry about seeing this header, the “terms” that I’m talking about here are basic. It will not take too much of your energy to remember them.
However, I cannot promise you that there will be no technicalities going forward. I mean, you have to work hard to succeed right?
The reason why we’re making an effort to learn these terms is that these words are gonna keep showing up hereafter and I don’t want you to see stars every time it’s mentioned.
Your intent of advertising may be different from another business. How will Google handle this difference?
Simple, developers have given Google the ability to offer more than one option of advertising that will satisfy any kind of business need.
There are five options that you get to choose from:-
- Search Ads
- Display Ads
- Video Ads
- App Ads
- Shopping Ads
We will be reading about these options as we proceed further, so don’t go anywhere.
Have you ever wondered how you’re supposed to pay for your ads on Google? I’ll clear that up for you.
Google works on a bidding system. Let me explain this in the simplest possible way.
Your business along with other competitors is going to be bidding for the same Ad space. Just like a normal bidding situation, the candidate with the highest bid will acquire the space.
This process is not gonna cost you a lot of money. You will just be bidding the amount you’re willing to pay for a click.
There are three options that Google offers for you to bid on:-
- CPC – Cost per Click (Amount of money you’re willing to pay per click)
- CPM – Cost per Mille (Amount of money you’re willing to pay per 1000 impressions)
- CPE – Cost Per Engagement (Amount of money you’re willing to pay every time someone interacts with your brand)
I don’t need to take too much effort to explain this to you. The name itself suggests the meaning. AdRank is the ranking that Google gives to your Advertisement.
If your Advertisement on Google has a good AdRank, it will show up on top of the results page which will lead to more clicks on your web page.
The formula that Google uses to calculate your AdRank is your Maximum Bid multiplied by your Quality Score.
The quality of your Advertisement on Google is also assessed. It is one of the key factors that determine your AdRank.
The parameters measured are:-
- CTR(Click through Rate)
- The relevance of your Keywords
- Quality of your Landing Page
- Track Record on the SERP
CTR(Click Through Rate)
The CTR is the number of clicks your advertisement on Google gets after the number of views is calculated. In other words, the number of people who click on your ad after they see it.
Having a high CTR means your ad has relevant keywords and matches the search intent of your audience on Google.
You’ve somehow managed to bring your potential customers from Google to your business website. The next step is to persuade them to make a purchase or fill a form or even sign up for your service.
The rate between your website visitors to the ones who actually take valuable action is called conversion rates.
Your Google Advertisement is not destined to be displayed on the Search Engine Results Page, Google has a variety of web pages linked to it which can display your ads. It doesn’t matter if your ad is text or image-based. Google will make sure your ad is taken to the right destination at the right time.
Advertising on Google has a plethora of features that will blow your mind and this is one such feature. Ad Extensions allow you to add additional information along with your ad, with no extra cost at all.
The extensions offered are:-
- Site Link – You can add an extension that will take users to your site.
- Contact Information – You can add your contact details for your customers to place a phone call.
- Location – You can add the address of your physical store.
- Offer – You can mention offers and discounts that will attract potential customers
- App – You can attach a link to download your app.
This is a very important term, underlining the ‘very’.
Users on Google enter a phrase or a sentence for which they want to see results. The sentence they input will have a few important keywords according to which Google displays the results for it.
Incorporating such keywords into your ads after thorough research will help you with your search appearances and AdRank.
Google has its own keyword research tool called the Google Keyword Planner. You can use this tool to do your own keyword research and come up with keywords or keyphrases that will drive traffic to your website.
Location is a very important factor for any business, regardless of being offline or online. If you’re an offline store, it is important to mention the address of your brick and mortar stole which will enable customers to make a trip to your store.
If you’re an E-Commerce Platform, you must mention the radius in which you can deliver your products.
Do you recall reading about Keywords a few paragraphs ago? These keywords will act as the bridge between the search query of your target audience and your advertisement.
Selecting an option would make the keywords in your ad more flexible which will help in displaying your ad even if the keywords mentioned by you and your audience aren’t the same.
There are 4 match types that you are provided with while marketing on Google:-
- Broad Match – It’s the default setting, this setting uses any word within your keyword phrase. Regardless of the order of words.
- Modified Broad Match – Enables you to target specific words within a keyword phrase by representing them with a “+” sign. Your matches will include those targeted words at the very least.
- Phrase Match – This will match with the queries entered by users that are exactly identical to your keyword phrase in the exact order. However, there is room for additional words to be present before or after the phrase.
- Exact Match – It will display your ad when the query entered by the user and your keyword phrase is identical.
There might be people who previously visited your website but did not bring conversions. Google stores this data and retargets them in an attempt to get them to make a purchase or take an action that benefits your business.
And that’s about the terms you must familiarize yourself with. Let’s cut to the chase now.
How to Create your Google Ad Campaign
Setting up your ad or marketing on Google involves 7 simple steps, they are:-
- Go to Google Ads Website
- Choose a Campaign Type and Name
- Select Ad Display Location
- Set your daily budget
- Add Keywords
- Create your Ad
- Set up Conversion Tracking
It’s as simple as that to create ads on Google, but it takes a smart selection ability and strategy to be successful. I’m gonna help you with acquiring that talent, so don’t worry, you’re in good hands.
We read about how Google has multiple options for your campaign objectives. Let’s get a better understanding of them now.
Google Ad Campaign Types on Offer
If you’re worried about visibility on picking Search Ads, you’re overthinking. Search Ads is the first thing that’s visible to users when they enter a query on the Google search box.
The link to your ad with a tag mentioning ‘ad’ will be displayed first. This will enable the users to click and land upon your web page.
Responsive Search Ads
This is a branch under Search Ads. While you can enter only one version of the headline and copy of your ad, Responsive Search Ads on Google allow you to enter multiple versions and the one with the most clicks will be the chosen one.
Display Ad Campaigns
You must remember reading something called the ‘Display Network. If you’ve forgotten already, here’s another brush-up.
Google can display your ads on websites other than itself because of its vast reach. You can pick a website that suits your ad’s niche and advertise the joy out of it.
Video Ad Campaigns
Google Video Ads are displayed in a subsidiary of Google’s – YouTube. If you’ve read our previous blogs, you’d be aware of the fact that YouTube is the second largest search engine.
Learn more on YouTube Advertising.
Adding the right keywords will increase your visibility. Your Video Ad on YouTube will be played before or in between a video.
Video marketing on Google is really easy, isn’t it?
App Ad Campaigns
The Google App Ad Campaigns don’t help you in building an app if that’s what you think it does. It instead promotes your App on the SERP and the Google Display Network. All you have to do is enter your app details and Google will take care of the rest.
Shopping Ad Campaigns
Google Shopping Ad Campaign is the final kind of campaign your business can pick. It will be of great help if you’re looking to advertise specific products and not the brand as a whole.
Google allows you to enter product details and you’re supposed to run this sort of campaign through Google Merchant Centre.
That’s all about Adverting on Google. Before we wind up, let me give you a few tips that will definitely come in handy while posting ads on Google.
Tips for Running a Successful Google Ad Campaign
- Avoid Broad Keywords – This might take your ad to the wrong audience which is a waste of time and ad budget
- Run Relevant Ads- You must never run Google Ads for the sake of it. Make sure it is of some use to the customers, This will increase your CTA and conversions.
- Make your Landing Page Attractive – After driving potential customers to your web page, you need them to make a purchase. In order to push them through this sales funnel, you need to make sure your Landing Page is attractive and user-friendly.
Nail Your Google Ad Campaign
We’ve finally reached the end of this blog. Advertising on Google should be a walk in the park for you now! To step up your game on Google and gain more visibility, tools like Google Tag Manager and Google My Business are a must-use!
We’ve covered every aspect of Google Advertising with clarity. It’s time to make some big bucks now!
Have a Good Day!