Google Ads 2023: How to Advertise on Google

Google has been the go-to search engine for decades, with users worldwide conducting trillions of searches annually. With such a vast user base, Google presents an exceptional advertising opportunity, making it an indispensable tool for every business owner, especially in eCommerce.

If you want to enhance brand awareness, attract relevant customers, or increase email sign-ups and app installs, Google Ads is the solution to achieve your goals. This comprehensive guide will walk you through the steps to effectively leverage the capabilities of Google Ads and elevate your business to new heights.

What are Google Ads?

Google Ads, formerly Google AdWords, is a pay-per-click advertising platform. It empowers you to effectively target diverse audiences by strategically positioning timely ads for your products across numerous websites. While search ads remain popular, you can explore alternative formats such as YouTube, display, or shopping ads. Ultimately, the choice of ad types depends on your budget and unique requirements.

Whether you operate a physical store or an online business, leveraging Google Ads is imperative. For brick-and-mortar store owners, Google advertising enables precise targeting of local customers, enticing them to visit your establishment.

If you run an eCommerce business, you'll greatly benefit from Google Ads' ability to target anyone worldwide.

One of the remarkable advantages is the ability to customize your campaigns according to your budget. This implies that even if you're at the initial stages with limited advertising resources, you can still expand your business and enjoy the advantages of Google Ads. Additionally, in the event of any issues, you can halt or temporarily pause your spending until you regain stability and are ready to kickstart a new campaign.

Do Google Ads work?

Utilizing Google Ads is undeniably worthwhile. They provide access to a vast audience, which can be precisely targeted based on numerous data points. With this platform, you can effectively tailor your ads to reach every type of customer, regardless of their position in the customer journey, and achieve rapid results..

Regarding immediate impact, search campaigns outperform SEO by driving substantial traffic to your business. While SEO remains essential for long-term growth and a consistent online presence, paid ads can provide an initial boost and quickly generate a significant influx of traffic.

Why advertise on Google?

Online searches initiate 68% of customer purchases, with 92% happening on Google. Leveraging Google Ads, tailored to match search results, provides a competitive advantage within your niche.

Running paid campaigns amplifies your organic search results and enhances your visibility on the search results page. In highly competitive industries, relying solely on organic traffic can lag you behind competitors, even if you offer top-notch products. Embracing a holistic approach that combines organic and paid traffic is key to outshining the competition and maximizing your online presence.

To maximize your paid advertising strategy's effectiveness, include Google Ads alongside Instagram and Facebook ads. Experiment with various campaign types and ad targeting methods to find what works best for your objectives. This comprehensive approach will enable you to reach a wider audience and optimize results.

How does Google Ads work?

The way Google Ads work is that you bid on specific keywords related to your business based on how much you're willing to spend per click. If you win the bid, your ad appears above the organic search results when Google users search for those keywords.

Although the fundamental principles of Google Ads are relatively straightforward, it is crucial to remain vigilant of certain subtleties to refine your campaigns and achieve optimal results.

You need to pay attention to the following.

AdRank and Quality Score

Google evaluates your landing page's ranking based on several factors, mainly quality score, user engagement, loading speed, and the presence of relevant keywords. It is essential to optimize these elements to enhance your overall performance.

Quality Score refers to the relevance and quality of your ad. It evaluates factors such as the click-through rate and the alignment of your ad with the searchers' intent. By optimizing word choice, structure, readability, and eloquence, you can enhance the overall writing quality while preserving the original meaning.

To enhance your click-through rate, consider the following factors:

1. The users' landing page experience.

2. Your keyword's relevance.

3. Your CTA and ad copy.

Location

Location refers to the geographic area where your ads will be displayed to Google users. This highly beneficial feature enables you to target your target audience, streamlining your promotional efforts precisely.

If you have a brick-and-mortar store, you'll want to focus your location on a good area around your store using specific zip codes. But if you own an eCommerce business, you can show your ads to people worldwide with almost no limits!

Keywords

Google uses your keywords to match your ads with what people are searching for. You will only reach your desired audience if you choose the right keywords. So, it's important to invest time in keyword research and find the ones that best fit what people are looking for.

You can always fine-tune your keywords to align with the searchers' intent. Finding the right keywords may require some time, but don't fret! Stay proactive and consistently explore new ways to optimize them. Let the journey of keyword optimization lead you to success!

Match Types

You can choose between a few match types when selecting and optimizing your keywords. Match types refer to how closely you want your keywords to match the searcher's query. For example, you might want your keyword to match the question exactly, or you might want to show your ad to anyone with a somewhat-related query.

There are four match types to choose from:

1. Broad match

2. Modified broad match

3. Phrase match

4. Exact match

You have several match types when setting up your keywords in Google Ads. The default option is a broad match, which allows any word from your keyword phrase to appear in any order. This can be beneficial when you're new to advertising and want to reach a wide audience.

Alternatively, you can use a modified broad match, denoted by the + symbol, to lock in a specific word from your keyword phrase. This ensures that your matches always include that particular word.

Opting for a phrase match means that your matches will include your keyword phrase in the exact order, although additional words may be present before or after.

You can choose an exact match if you prefer a more precise targeting approach. This match type requires the same order as your keyword phrase, meaning slight alterations or misspellings will prevent your ad from being shown.

To start on a safer note, begin with an exact match and gradually broaden your match types as you better understand your target audience and campaign objectives. Always be prepared to adjust and adapt to changing circumstances to optimize your advertising efforts.

Headline and description

A catchy headline and description are crucial! Keep your well-ranked ad noticed. Craft ad copy that connects with your keyword addresses readers' concerns, and delivers key information concisely. Let's captivate your audience!

Including the keyword in the headline is crucial for immediately recognizing relevance to the searcher's query. The description should effectively address their needs or questions clearly and concisely without using clickbait tactics.

An attention-grabbing headline and description can supercharge your ad's performance, even if your bid is lower than your competitors. Get ready to stand out from the crowd and make an impression!

Ad Extensions

Ad Extensions are a great way to give additional information to your potential customers and thus entice them to click your ad instead of your competitor's ads. There are a few types of Ad Extensions you can choose from:

• Sitelink extensions

• Location extensions

• Offer extensions

• Call extensions

• App extensions

Sitelink extensions: These extensions allow you to extend the ad and show additional links to your potential customers. For example, you can add links to certain sections of your shop, reducing the time customers spend browsing your website and allowing them to jump straight to what they're interested in.

Location Extensions: Location Extensions provide information about your business location, making it easier for customers to find you. This extension is handy for local businesses targeting customers in specific areas.

Offer Extensions: With Offer Extensions, you can showcase special offers or promotions within your ad. This helps create a sense of urgency and encourages potential customers to choose your business over competitors.

Call Extensions: Call Extensions allow users to call your business directly from the ad. This is convenient for customers who prefer immediate phone contact, increasing their likelihood of engaging with your business.

App Extensions: If you have a mobile application, App Extensions lets users download your app directly from the ad. This extension is ideal for businesses that increase app installations and user engagement.

By leveraging these Ad Extensions effectively, you can provide additional value to your potential customers and boost the chances of them clicking on your ad instead of your competitors.

Google Ads retargeting

Retargeting, or remarketing, is a powerful strategy to boost your conversions. It entails tracking users who have interacted with your ads, targeting them again with precision to provide a second opportunity to click.

This technique is a game-changer, as it recognizes that most potential customers need multiple encounters with your ads before taking the desired action. By using retargeting, you'll be able to reach out to them effectively and enhance your chances of conversion. Get ready to make each click count!

Google Ads Terms You Should Know

Getting familiar with the terminology is essential if you're diving into Google Ads. These phrases might ring a bell, but understanding their significance in the context of Google advertising is key.

Otherwise, you might miss out on unleashing the platform's full potential! So, let's embark on this knowledge journey together and make the most of your Google Ads experience. Ready? Let's go!

In Google Ads, every available advertising space triggers an auction where businesses bid to secure the spot. There are four primary bidding strategies to consider:

Maximize Clicks: If your primary goal is to drive traffic to your website or generate product sales, this strategy aims to maximize the number of clicks your ad receives.

Maximize Impressions or Views: If your objective is to increase brand visibility, focusing on impressions is key. With this strategy, you pay for the number of times your ad appears to users (per 1,000 impressions) rather than per click.

Maximize Conversions: For businesses seeking to increase the number of conversions, paying for each conversion generated from a Google ad becomes the focus. It is important to enable conversion tracking to use this strategy effectively, making it suitable for intermediate and advanced users.

Maximize Views (Video Ads): Specifically designed for video ads, this strategy emphasizes capturing viewers' attention. Bidding on video views allows you to track user engagement with your video content, enabling you to refine and enhance your video ads accordingly.

You can optimize your Google Ads performance and achieve desired outcomes by selecting the most appropriate bidding strategy based on your campaign objectives.

Campaign type

Google Ads provides a range of campaign types, offering flexibility and customization options to suit your specific needs.

These are the campaign types available:

Google Search Ads:

Search ads are the ads users see when they search for something. When users enter relevant search queries, Google search engine results pages display these ads. These ads include a headline, description, and optional extensions. Search ads precisely target users seeking specific products, services, or information.

Google Display Ads:

Display ads are visual advertisements shown on websites within the Google Display Network, which includes a vast network of partner sites and apps. They can incorporate images, text, and interactive elements. Display ads are ideal for increasing brand visibility, reaching a wider audience, and creating awareness.

Google Discovery Ads:

Explore the captivating world of Discovery ads, spanning Google platforms such as YouTube, Gmail, and Discover. With alluring visuals and captivating headlines, they effortlessly grasp users' attention as they delve into content aligned with their interests. Ideal for engaging users in their exploratory phase and fostering brand discovery.

Video Ad Campaigns:

Video ads are displayed on YouTube and across the Google Display Network. They can be skippable or non-skippable and offer opportunities to showcase your brand, products, or services through engaging video content. Video ad campaigns are effective for storytelling, creating brand awareness, and engaging with users visually.

Google Shopping Campaigns:

Shopping campaigns are tailor-made to showcase e-commerce products, giving users an immersive experience with eye-catching product images, enticing titles, and competitive prices. With store information, shoppers can effortlessly compare offerings and make well-informed purchasing decisions. It's the perfect solution for retailers looking to boost sales and flaunt their extensive product inventory. Get ready to unlock the true potential of your business!

When selecting a campaign type, consider your advertising goals, target audience, and the nature of your business. Each campaign type has its strengths and should be chosen based on your specific objectives to maximize the effectiveness of your Google Ads campaigns.

Display Network

The Google Display Network, also called GDN, is a network of websites that collaborate with Google to facilitate the placement of ads for a fee. These ads can be textual or image-based and are displayed alongside relevant keywords. While the Display Network is commonly utilized for app and native ads, it can be leveraged for all types of advertising.

Extensions

Extensions let you include extra info in your ads to make them even more tempting for searchers to click on. And here's the best part for advertisers - these extensions cost nothing extra! As we've covered earlier, these extensions can be grouped into several categories.

• Location

• Sitelink

• Call

• App

• Offer

Keywords

Keywords are the specific words and phrases that users search for on Google when they have a question or query. When utilizing Google Ads, it becomes necessary to bid on these keywords for your ad to be displayed when someone searches for them.

Negative keywords are an equally important consideration. These keywords should not be pursued for ranking. By excluding these keywords, Google ensures your bids are not wasted, and your budget is maximized for optimal results.

Click-through rate (CTR)

The click-through rate refers to the number of clicks you get on an ad compared to the total number of views. If you have a high CTR, it means you've been able to target relevant keywords and create a high-quality ad that matches the search intent.

Conversion rate (CVR)

Your conversion rate represents the percentage of individuals who complete the desired action among all those who engage with your advertisement. For example, if your ad garners 1,000 interactions, with 50 resulting in purchases, your conversion rate is 5%.

PPC

PPC or pay-per-click ads refer to the type of bidding where you pay for each click on your ad. This is the most common type of online advertising as it's cost-effective and simple to use.

Getting Started With Google Ads

With the basics out of the way, join me as we delve into the essential steps to kickstart your journey with Google Ads.

Setting up your Google Ads account is the first step toward a successful advertising campaign. Follow these key steps to ensure a smooth and effective setup:

Account Creation:

Visit the Google Ads homepage and click on "Start Now." You can use an existing Google account or create a new one. Sign in and provide your business name and website; this is where users will land when they click on your ad.

Select Advertising Goal:

Choose a marketing objective based on what you want to achieve with your campaign. Options include;

• Get more calls

• Get more website sales or sign-ups

• Get more visits to your physical location.

• Get more views and engagement on YouTube.

.

Create Compelling Ads: Crafting captivating ad text is crucial for campaign success. While Google provides suggestions, take the time to create compelling and engaging ad content that resonates with your target audience.

Choose Relevant Keywords: Conduct thorough keyword research using tools like the Google Ads Keyword Tool and external keyword tools. Select the most appropriate keywords that align with your business and target audience. Effective keyword selection is vital for campaign success.

Set Ad Location: Determine the geographic location where your ads will be displayed. You can focus on your local area, select specific locations, or target a global audience based on your business objectives.

Define Ad Budget: Google Ads offers flexibility in setting your ad budget. Choose from Google's default options or set a custom amount that aligns with your marketing budget. Carefully consider the trade-off between budget and expected results.

Confirm Payment: Enter your billing information to confirm the payment and finalize the setup. This step ensures that Google starts displaying your ads to your target audience.

Connect with Google Analytics: Set up Google Analytics and connect it to your Google Ads account. This integration allows for easier tracking and analysis of user engagements and conversions, providing valuable insights into campaign performance.

Implement Conversion Tracking: Although not mandatory, setting up conversion tracking is highly recommended. It provides crucial insights into your ads' return on investment (ROI) by accurately measuring the number of customers acquired through your campaign.

Utilize UTM Parameters: Use UTM parameters to track specific links and analyze campaign performance. This code appended to the end of a URL helps identify which offers or ads lead to conversions, providing valuable information for optimizing your campaign. Consider using Google's UTM builder for efficient UTM creation.

Writers Tips For Your Google Ads Campaign

We have covered the fundamental steps for setting up your first advertisement. Let me share some additional advice based on my experience running successful ads.

You Best Create a Great Landing Page:

No matter how great your ad copy may be, your efforts will only be worthwhile if your landing page could be better. It is crucial to have a landing page that aligns with the ad, search intent, and advertising objectives.

The page must captivate potential customers, compelling them to remain engaged and purchase. Take the time to optimize word choice, structure, readability, and eloquence to ensure a seamless experience for your audience. Remember, a well-crafted landing page is key to your success.

In my next blog, I will share some tips on Creating Stunning Google Ads Landing Pages.

Use negative keywords

A comprehensive set of negative keywords is paramount, as Google often showcases your ads for unrelated search terms.

By leveraging negative keywords, you can exclude irrelevant phrases and refine the focus of your campaign, ensuring that your ad appears only in relevant search results.

This strategic approach maximizes the effectiveness of your ad targeting, boosting both its relevance and overall performance.

Automate bidding

Utilize tools like Smart Bidding to streamline the bidding process. Smart Bidding automatically adjusts bid amounts based on the likelihood of winning, enabling you to save money by allocating a budget only when winning is probable. This feature proves advantageous, especially for those embarking on their journey.

Here are some examples of Smart Bidding strategies

Target CPA

Target ROAS

Maximize conversions

Maximize conversion value

Use Ad Extensions

Leverage the power of ad extensions, such as site link extensions, call extensions, location extensions, and others, to effectively improve the visibility and performance of your ads. These extensions offer additional information, making your ads more engaging and driving higher click-through rates. By utilizing these extensions strategically, you can maximize the potential of your advertising campaigns and achieve better results. So, take advantage of the opportunity to enhance your ads and elevate your advertising game!

Monitor and Refine

To ensure the success of your advertising campaign, it is crucial to monitor and refine its performance consistently. Keep a close eye on key metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). By doing so, you can identify any underperforming keywords or ads and make data-driven adjustments to optimize your campaign. This iterative approach will enable you to fine-tune your strategy for maximum impact and achieve the best possible results.

Test Multiple Ad Variations

It is essential to test multiple ad variations. By experimenting with different combinations of headlines, descriptions, and visuals, you can uncover the most effective strategies tailored to your target audience.

Utilizing A/B testing techniques can provide valuable insights and help you understand what resonates best with your audience, allowing you to refine your advertising approach for maximum impact. Remember, the more you test and refine, the better your advertising performance can become!

Conclusion

Are you ready to unlock the full potential of Google Ads and take your business to new heights? Reach out via email so I help you create and manage effective Google Ads campaigns tailored to your unique business goals.

Take advantage of the opportunity to reach your target audience, increase conversions, and grow your business. Get in touch today, and let's embark on an exciting Google Ads journey together!

Remember, Google Ads can transform your business and propel you toward success in the digital realm. Don't wait any longer.