Looking to invest in online ads? The right and the best place to do would be Google Ads. Google has over 259 million unique visitors and 4.8 billion daily interactions. Now, imagine optimising your advertising game on Google Ads. Tempting, right? Google Ads is fairly easy to navigate to drive home huge sales goals once mastered. It offers a great return on your investment as well.
The reputation of online advertising especially Pay Per Click Advertising precedes itself. Google Ads is a paid ad platform that falls within the Pay Per Click marketing channel, in which the advertiser pays per click or per impression on an ad. With Google Ads, you can improve the number of visitors to your website, phone calls, and in-store visits.
Google is the most popular search engine, with over 5 billion daily searches. Not to mention that the Google Ads platform has been operational for nearly two decades, giving them a leg up on the competition in the paid advertising space.
Google Ads allows you to develop and share well-timed ads with your target audience, both on mobiles and desktops. This means your company will appear on the search engine results page (SERP) when your ideal customers use Google Search or Google Maps to browse for items and services similar to yours.
Benefits of Google Ads
- Ads posted on the platform tour across other sister channels including YouTube, Blogger, and Google Display Network.
- As time proceeds, the platform will assist you in analysing and improving your ads in order to reach more people.
- You can also customise your ads to fit your budget and utilise the Google Ads tool to stay under your monthly budget.
- You can even halt or terminate your ad expenditure at any moment.
- Statistically speaking, the click-through rate for Google Ads is over 8%. Customers who watch an ad on YouTube are 45% more likely to buy it.
- According to Google, advertisers make 8 times their investment in Google Ads.
How does Google Ads work?
Your ad is shown to potential leads or customers who are interested in your product or service through Google Ads. This is achieved via matching keywords between the ones looked up by the user and the ones bid on by you. Advertisers make bids on search phrases or keywords, and the winning bids appear at the top of search results pages, on YouTube videos, or on relevant websites, depending on the sort of ad campaign chosen.
Sounds easy? It is, but you need to look out for certain factors to make the process pan out smoothly for you. The factors listed below have a significant impact on your ability to generate successful and high-performing Google Ads.
1. AdRank and Quality Score
AdRank defines where your advertising appears, and Quality Score is one of two elements that decide your AdRank and the other being bid amount. Although, even before you increase your bid price, you should concentrate most of your attention on your QS when you first start up your Google Ad campaign. Your acquisition expenses will be lower and your placement will be better if your QS is greater.
Remember that your Quality Score is determined by the quality and relevancy of your ad, which Google determines by the number of people that click on your ad when it is displayed — your click-through rate (CTR). Your CTR is determined by how well your ad fits searcher intent, which may be determined in three ways:
- The utility of your keywords
- If your ad copy and CTA deliver exactly what the searcher is looking for, you’ve succeeded
- Your landing page’s user experience
Good keyword research for paid ads is just as vital as it is for organic search. Your keywords should as closely as possible match the objective of the searcher. This is because Google will match your ad to search queries depending on the keywords you choose.
Each ad group you establish in your campaign will focus on a small number of keywords – one to five is ideal.
Negative keywords are a list of terms for which you don’t want to rank. You will be warned against bidding on these keywords by Google.
When you first create a Google Ad, you’ll have to choose a geographic area in which your ad will appear. If you have a physical location, this should be within a fair radius of it. Your location should be set in the regions where you ship if you have an e-commerce business. The sky is the limit if you provide a service or products that are available internationally.
Types of Google Ads Campaigns
Google offers five kinds of ads, mentioned as follows-
- On a Google results page, search ads are text ads that appear among the search results.
- The Google Display Network’s display ads are primarily image-based and appear on websites.
- YouTube video ads last between six and fifteen seconds.
- Shopping ad campaigns include extensive product information such as price and image. You can build a Shopping campaign using Google Merchant Center.
- Google app ad campaigns advertise your mobile app on Google Search Network, Google Play, Google Display Network etc. You don’t design an App ad campaign as you do with the aforementioned kinds of ads. Instead, supply Google with information about your app and its target demographic, and put a bid.
Your Google Ads could be underperforming for a variety of reasons. Let’s take a look at some of the most prevalent best practices to adhere to.
- Improving your Quality Score
- Optimising your ad landing page as your user should have a smooth transition from the landing page to the conversion
- Avoid running redundant ads by maintaining a comprehensive schedule and tracking insights using the tracking tools offered by Google
- Avoiding negative and broad keywords
- Tailoring your bidding strategies to echo your budget and expected goals
The Google Ads network caters to businesses of all sizes, with varying budgets and advertising objectives. Different target audiences, the majority of whom have used Google to solve an issue at least once in their lives. So why wouldn’t you throw a bucket into a sea of seemingly unending searches approximating 2+ trillion each year to see how much money you could generate?
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