Getting Started With Google Ads

Getting Started With Google Ads

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We're living in unprecedented times, with lots of of us practically confined to our homes on account of the coronavirus pandemic. As a private business owner you may not able to operate your company at this time. However, the enforced social isolation actually affords you the time for other useful activities that may result in your organization returning stronger than before following the pandemic ends. One such activity would be to look at other way of promoting your business online, particularly through the use of google ad account manager.



What are Google Ads?

The basic notion of Google Ads is that when someone types research online term into Google, seeking a specific product or service, a number of ads are triggered. The resulting ads can have either towards the top or even the bottom from the resulting Search Engine Results Page (SERP). A click the ad takes the mark customer to some page of your website known as a landing page, the purpose of which is to convert the lead you've just acquired into a genuine customer.

Google determines which ads to demonstrate and in which positions about the SERP based on many factors. These include the price you are ready to pay for that ad to become displayed for every particular keyword. This is called the bid price since you're bidding against the competition in order to achieve the actual required position for the SERP.

The Google Ads Platform

Once you've designed a Google account and signed into the Google Ads platform, it may look rather daunting initially as countless options and features can be found. The first step is usually to create a Campaign, then within that Campaign you'll have Ad Groups, the Ads themselves along with the keywords you want to target.

The Campaign

Google Ads Campaigns tend to be geographically targeted, particularly for local businesses servicing a particular geographical area. Within the campaign settings you may define your target area, your maximum daily spend and many other important criteria.

Ad Groups

You might have one or more Ad Groups within a selected campaign, and within each Ad Group one or more Ads which each point out the same web page. Within the Ad Group you define the bids for that keywords because Ad Group although these can also be customised in the keyword level.

Ads

The ads themselves can take many different forms but a typical text ad has a squeeze page destination, three headlines as well as lines of description. Not all the written text you define will necessarily see in the ad because exact format from the displayed ad are at Google's discretion.

The text in the ads should correlate closely with the keywords inside the Ad Group and one in the options provided is to include the keyword text inside the ad itself. Your purpose is usually to get the attention of the prospective customer so they will want to select your ad after typing their key word into Google.

Keywords

Keyword research is at the heart of Pay Per Click (PPC) advertising because the keywords are what the potential customer types in to Google using the result your ad is triggered. You may be capable to think of many different possible keywords relevant to your company and you are free to feature practically as many keywords as you desire. Keywords may be one or two words long (these are generally known as short-tail keywords) or they may contain multiple words or short phrases, in which case they are called long-tail keywords. You should try to have a good mixture of short and long-tail keywords. In general the short-tail keywords is often more competitive, resulting in a higher cost per click.

Landing pages

The one element of your campaign that's not defined inside Google Ads platform itself is the squeeze page. This is the page on the website which is the destination when an ad is clicked. Content on this page should correlate closely using the targeted keywords themselves and also the text with the ad. The purpose of one's landing page is the prospective client would take whatever next step you are after, for instance to make a booking, to accomplish a form, in order to call you. Ideally you may create a squeeze page for each Ad Group, which clearly speaks to the customer's intent while using keyword they have got entered.

Quality score

The prices you spend on your clicks vary in real time and will depend on quality scores defined for each keyword by Google. The calculation of the quality score is based on the relevance from the ad triggered by that keyword, the website landing page experience for the mark customer, and Google's estimate of how likely it is the fact that your ad is going to be clicked.

Performance monitoring

It's vital that you monitor how your ads are performing frequently. Within the Google Ads platform you may be able start to see the exact text entered by prospects which has triggered your ads. You can utilize this information to construct out your keyword list with additional long-tail keywords. You also have negative keyword lists that are lists of keywords which, when included within the customer's search, shouldn't trigger your ad.

You can also begin to see the positioning you've achieved for the ads around the SERP and you can use this data to determine whether you need to adjust your bids to give your ads greater visibility. Of course you may also find that your particular ads are regularly appearing inside top position which means that you could possibly be paying a lot of for those clicks. Through a technique of regular review and experimentation, it is possible to determine the best option bid for every keyword.

This is a top-level introduction to the concepts and building blocks of the Google Ads platform. Hopefully it is often enough to demystify the thought and get you curious about learning more to ascertain whether this really is something you might want to include in your digital marketing arsenal.