Google Ads guide: Creating and Using Google Ads
If you’re not advertising on Google, you’re definitely not taking advantage of every tool in your digital marketing toolbox! Creating Google Ads campaigns is a relatively simple process that can give your company huge gains. Today, we’re going to provide you with some simple strategies on how to create and use Google ads, along with some Google ads examples/types and the benefits of using this service as one of your marketing tools.
Before we start looking at Google Ads examples, let’s take a look at a few simple strategies to help you create and use the service:
Learn a Few Basic Terms for our Google Ads Guide
To get the most out of Google Ads, you’ll want to start by learning some basic terminology. Commit these to memory and you’ll be a step ahead right away:
- Bid – This refers to the maximum amount that you’re willing to pay for each time your ad is clicked.
- Quality Score – This indicates the relevancy of your keywords to your particular ad and landing page.
- Ad Rank – Your ad rank helps determine where your ad will appear relative to other ads.
- CPC (Cost-Per-Click) – Related to the bid, this is the precise amount of money that you’ll pay for each ad click.
- Conversion – This refers to an additional action taken by a person who has clicked on your ad, such as purchasing something, signing up for emails, or reaching out to you.
Organize Your Ad Account
The first actual action you’ll want to take is to organize your account. Google Ads allows you to create campaigns and then place multiple ad groups in each of those campaigns.
Here’s an example of what this could look like if your products consisted of home décor:
- Campaign 1: Lighting
- Ad Group 1: Lamps
- Ad Group 2: Sconces
- Ad Group 3: Chandeliers
- Campaign 2: Home Office
- Ad Group 1: Desks
- Ad Group 2: Chairs
- Ad Group 3: Filing Cabinets
Set Your Daily Budget
One of the simplest yet helpful features of Google Ads is the ability to set a daily budget for the advertisements. This is an easy way to avoid spending a lot of money without a high ROI (return on investment). Although the best strategy is to set a different budget for each campaign, it’s a good idea to start off by setting every campaign at the same budget and then adjusting each one as you see the results.
Pick Some Keywords
If you want to have a successful campaign, then you’ll need to utilize proper keywords that potential customers will use as search terms. Google Ads comes with its own free tool called Keyword Planner which will allow you to generate sample keywords for your campaign. This tool also helps you estimate how much you should bid for a particular keyword.
Set Keyword Match Types
The keyword match type setting in Google Ads lets you be even more precise as to when your ad shows up. There are five different match types:
- Broad Match — This is the default setting for each campaign and allows your ad to show up when a search is done containing your keywords in any order, along with related terms.
- Broad Match Modifier– This allows you to designate which of your keywords will be set to a broad match.
- Phrase Match – With a phrase match, your ad will show up whenever a search includes your exact keyword, either by itself or in the middle of other words.
- Exact Match – As the name implies, searches will only match if the exact keyword or phrase is typed in.
- Negative Match – This allows you to exclude certain words that you would prefer to not trigger a match.
Set Landing Pages
Your landing page is just as it sounds — this is where a potential customer will “land” when they click on your ad. You need to choose the landing page that’s most relevant to your ad and keywords so they can get to the item as quickly as possible. This is a much better option than sending them directly to your home page where they must do extra work to find the product or service.
Write Your Content
Now the time has come for you to write your ad copy — and you better make it good! It’s probably obvious that well-written content will improve conversion rates, but we continue to see content that’s badly worded or has poor grammar/spelling. If you’re not confident in your own writing skills, turn to a professional marketing team or copywriter to write everything for you.
Connect to Google Analytics
You’re not obligated to use Google Analytics when purchasing Google Ads, but it’s a great tool for conversion tracking. You can find out how many people have clicked on each ad and what they do once they reach your website. This can help you revise and refine your future ads for improved conversion and ROI.
Google Ads Guide: Types of Google Ad Campaigns
Now that you have a basic understanding of how the service works, let’s break down five types of Google ads examples/types:
Search Ad Campaigns
The simplest type of campaign is a search ad campaign, which is made entirely of text. These text ads will appear on Google results pages whenever the proper keywords that you’ve selected are typed in. These ads can be either static or responsive in nature, with the latter meaning that you’re permitted to enter up to 15 versions of headlines and four variations of ad copy for Google to choose from for the best results.
Display Ad Campaigns
These are handled through the Google Display Network, which consists of a wide array of websites across various industries where people have opted in to display Google Ads. This is beneficial to the website owner because they’re paid for each click or impression whereas advertisers like this option because their content can get in front of a targeted audience. These are often image ads that do a great job in attracting attention.
Video Ad Campaigns
YouTube has been a wonderful place for companies to advertise, but it’s gotten even better since Google acquired it. Now, you have the option of running a video ad campaign where a video is played before, after, or during a YouTube video. Although you may personally find these ads bothersome on certain videos, the truth is that they are extremely effective.
App Ad Campaigns
If you have any type of mobile app that you’re trying to sell, the tailor-made app ad campaign option is perfect. This allows you to promote your app through the Google search network, YouTube, Google Play, Google Display Network, and others. This campaign is very easy to use because instead of creating the ad yourself, you simply provide the information and audience to Google, place a bid, and then Google does the rest.
Shopping Ad Campaigns
These types of campaigns promote specific products or product lines instead of marketing your entire brand. They display with detailed product information such as an image of the product, its price, and description. These are the Google Ads you’ll see appear on the top or side whenever you search for a specific type of product.
Benefits of Using Google Ads
If the wide array of Google Ads examples doesn’t convince you to use the service, perhaps these incredible benefits will convince you:
First and foremost, it’s impossible to deny that you get a massive reach with Google. With an estimated 5+ billion searches every day, no search engine comes close. Just the fact that “Google it” is shorthand for searching the internet should tell you that your ads have the potential to reach more people than you would on any other search engine.
In the past, running ad campaigns could feel like pulling teeth because of the steps involved. Even just canceling a campaign could take a while, often costing you valuable time, resources, and money. Google was instrumental in changing much of that, giving its users carte blanche in the control over their own campaigns at all times.
Set Any Budget
One of the biggest advantages of Google Ads is that you can come to the table with absolutely any budget. You don’t have to limit yourself to advertisement packages where you’re paying hundreds or thousands of dollars for a collection of ads. Instead of being locked into some kind of contract or set of ads, you can set your budget limit at basically whatever you’d like it to be, giving you full control over what you’re willing to spend on a daily basis.
There was a time when advertisement analytics seemed to require a PhD to sort out. Google Analytics makes everything a whole lot easier. The format is very easy to understand and results are laid out in a simple manner so that you can make decisions quickly and efficiently. You can figure out what’s working and what’s not working right away and then make the necessary changes to improve your results.
Quicker SEO Results
If you want your company to succeed, then it’s always best to rank higher in search results through the use of search engine optimization (SEO). To rank on the first page of Google results, however, can take years of painstakingly difficult work and dedication. Although Google Ads won’t do it instantly, they give you the tools necessary to leapfrog over companies that aren’t using the service, enabling you to grow exponentially and have a much better chance at high rankings.
You can’t grow your brand if you’re not getting it out in front of people. Thanks to the massive reach of Google and the way their search engine works, the use of Google Ads will help you get more exposure for your brand than ever before. Even if people see your ad and don’t click on it, they’ll learn about your company over time, which may spark them to check you out in the future and be able to immediately identify you out in the real world or elsewhere online.
Google Ads is certainly not just a cash grab for the company. This marketing tool has proven to be invaluable to thousands of companies over the years because it puts them where they need to be without costing a fortune. By utilizing Google Ads and tweaking your campaigns every so often, you’ll find that conversions increase over other marketing options.
Contact P3 Agency for Google Ads Examples
If you’ve enjoyed our Google Ads Guide, contact us today! The P3 Agency can help you with Google Ads, content creation, social media, digital marketing, and web design in Clearwater, along with any other marketing needs. If you would like to see some specific Google ads examples or have any questions about our services, give us a call at (800) 515-9422 today to schedule a free marketing assessment.