The scramble for the top spot in Google’s search results is a competitive one. Whilst great content and keyword targeting should eventually get you close, it can take months or even years to see the results of SEO. What if you want immediate results? That’s where Google Ads comes in. By creating PPC (pay-per-click) adverts you can appear at the top of the rankings for your chosen keywords.
There are more than 2 million Google Ads accounts (PPC Statistics, 2019), and 96% of Google’s revenue comes from advertising (Curvearro, 2020). On average for every $1 a company spends on Google Ads they make $2 back according to Google’s Economic Impact report, so it is worth investigating for your business. Google Ads enable your website to feature above some of the biggest brands in the industry so it is a powerful tool.
Advantages of Google Ads
– Precise targeting – you can filter your audience based on location, age, keywords and more, enabling you to target only potential customers. You can also choose when you want your ad to appear, for instance in business hours.
– Choose the device you want to target – you can choose between mobile, tablet or desktop.
– Pay for results only – the PPC model means that you only pay when a potential customer clicks on your advert, so you only pay for results.
– Performance measuring – Google Ads allows you to track how many people have viewed your ad and how many have clicked on it. You can also track conversions.
Setting Up Google Ads
1. Sign up
First of all, go to the Google AdWords website and sign in with your Google account. If you don’t have a Google account, you will need to set one up. This only takes a few minutes.
2. Set your budget
You can set your daily budget for spend so that you never exceed it. With Google Ads you control how much you spend by setting your daily budget and bid amount. Your bid is what you are willing to pay for someone to search a specific keyword then click on your ad. The amount you bid will affect where your ad appears, but is isn’t the only metric. Google also gives each ad a Quality Score which is how useful the ad and the landing page are to visitors. So, if you have a good Quality Score you can rank above a higher bid.
3. Select your target audience
Specify the geographical location of your audience. You can use the advanced search facility for ‘radius targeting’. This allows you to set the radius from your location that you want to target. You can also set different bids depending on location, so maybe a higher bid for someone closer.
4. Choose a network
The next step is to select either Google’s Search Network or Display Network. The Search Network puts your ads on the google search results pages, while the Display Network will show your ad, banner style, on any website that allows ads.
If you are just starting out with Google Ads it’s probably better to go with the Search Network as this allows you to target customers specifically using keywords. Display Network ads tend to be cheaper but they aren’t as targeted.
5. Choose your keywords
You want to select the words and phrases that people are likely to type into a search engine when looking for products like yours. Google allows you choose around 15-20 keywords that may cause your ad to appear in the search results.
The best idea is to choose a few keywords that are most likely to reach your target audience, rather than choosing 20 that are only vaguely relevant. Also don’t necessarily pick the keywords with the highest search volumes as these will be the most expensive to bid on, it’s better to choose keywords that are specific to your products. Use Google’s free Keyword Planner to help you.
6. Set your keyword match types
Keyword match types is another set of categories that determine where your ad will appear.
– Broad match – this is the default setting. It allows your ad to appear no matter which way a phrase is typed and will also show it for synonyms and misspellings of your keyword. So although it gives you the broadest reach, it may well show up in irrelevant searches. For instance if your keyword was ‘leather shoes London’ your ad might appear for ‘trainers London’.
– Broad match modifier – this gives you more control. By adding a + before a keyword you can ensure that the ad only appears in searches for that word. So ‘+leather +shoes London’ will never appear in ‘trainers London’.
– Phrase match – this is even more specific, so your ad will only appear when queries are in the same order as your keyword. ‘Leather shoes London’ will mean it doesn’t show up in ‘London leather shoes’. But it may show up if there are words either side, such as ‘red leather shoes London’ or ‘leather shoes London near me’. For this you put quotation marks around your keyword.
– Exact match – When you choose exact match, your ad will only show if someone searches for the exact word or phrase you choose. For this option, put brackets around your keyword, i.e. [leather shoes London].
– Negative match – this allows you to exclude certain words from search queries that you don’t want to trigger your ad. So if you are only selling high quality leather shoes you can exclude cheap by putting a minus sign in front of it ‘-cheap leather shoes London’.
7. Set your landing page
Your landing page is where potential customers will end up when they click on your ad. Make sure it is relevant to your ad and useful for your visitor. So clicking on an ad for ‘leather shoes London’ should take you to a page where you can buy the shoes.
8. Decide on devices
Do you want to reach shoppers who are out and about? Or those searching from home on a desktop. You can choose to target only mobile devices, or a combination of mobile, tablet and desktop.
9. Write your ad
There is not a lot of space on a Google Ad so keep it short and to the point. The headline is really important and should grab people’s attention and make them want to click on it. It should contain at least one of your keywords and be up to 30 characters. There should be a clear call to action in the description telling people what you would like them to do. Also, include any offers that will make people want to click through.
10. Launch your ad and monitor progress
Check back to see which ads are getting the most clicks and conversions. This should give you an idea, over time, of what works and what doesn’t. You can integrate Google Ads with Google Analytics to track your conversions.
Google Ads is a powerful tool that can bring real rewards. However, it can cost a fair amount if not used correctly. The trick is to monitor what works and what doesn’t and not set your bid too high to begin with. Running multiple ads to focus on different products is a good idea as they will be more specific.
For help with this, you can get in touch with us by phone on 01202 650 333 or email email@example.com.Back to blog home