Put yourself in front of the right people at the right time by advertising with Google Ads

 

Google Ads (formerly known as Google AdWords) is the world’s biggest PPC platform. Serving billions of ads each day in search results and across a network of millions of websites, Google Ads can be a great way to bring exposure to your business.

 

What is PPC?

PPC stands for Pay-Per-Click, a form of online advertising where businesses pay every time their ad is clicked. Other popular PPC platforms include Facebook Ads and Bing Ads.

PPC advertising is also sometimes referred to as CPC (Cost Per Click) and SEM (Search Engine Marketing).

 

Will Google Ads work for my business?

With a carefully constructed campaign, Google Ads can boost your sales and generate more leads for businesses in any industry.

Depending on your specific goals, Google Ads can help you:

  • Increase your sales
  • Generate more qualified leads
  • Increase your brand awareness
  • and more.

 

How do Google Ads work?

When you advertise online with Google Ads, you can easily reach a huge audience of potential customers. Your ads can appear in Google search results, on Google partner sites like YouTube, and across a network of over 2 million other websites.

Google chooses which ads to show at any given time by conducting what’s known as an auction. Your ad is entered into the auction, along with any other advertisers who are bidding on the same keyword. Google uses a combination of factors, including the relevance of your ad and your maximum bid amount, to determine the position of your ad on the page.

To get started, you should first decide what your advertising goals are. Your business might want to generate more leads, receive more calls, get more people to visit your store, or drive traffic to your website. Whatever your goal, Google Ads has a campaign type that’s tailored to what you want to achieve.

 

What are the different campaign types in Google Ads?

There are five campaign types available to you:

  • Search Network

The Google Search Network shows your ads to people who are actively searching for the services you offer. You create text ads that appear either above, below or to the side of the organic search results. Your ads are also eligible to appear on Google search partner sites, extending your reach to hundreds of non-Google websites, as well as YouTube and other Google sites.

With text ads you have the option to add extensions that will further entice people to click to learn more. These ad extensions include links to your website, a clickable phone number, a map showing your location, special promotions, and more.

  • Display Network

The Google Display Network of more than 2 million websites reaches over 90% of global internet users.[1] It allows you to target the people who are most likely to be interested in your products, based on their interests and the websites they browse. Display ads can also show on YouTube, and on mobile or in app.

Display ads can be static images or they can feature animated elements. Don’t have a design team on hand? You can still run attractive display ads, thanks to Google’s Responsive Display Ad feature. The platform will create your display ads for you, complete with optimized headlines and sized to perfectly fit the available ad space.

  • Shopping

Shopping ads are your chance to showcase what you sell. You can display a photo of your product, plus a title, price, store name, and other details. Shopping ads appear in Google search results, Google image search, YouTube and more.

  • Video

With a video campaign, you create captivating video ads that are displayed on YouTube and across the web. Video ads either appear on their own or within other streaming video content on YouTube and across the Display Network.

  • Universal app

If you have a mobile app you want to promote, this is the campaign type for you. Your ads will be shown across the Search Network, the Display Network, the Google Play Store, within other apps and on YouTube.

 

Why should I use Google Ads?

  • You’ll see quick results

Compared to SEO, which focuses on improving your search engine ranking in organic search results over time, advertising with Google Ads means that your business can immediately appear right at the top of the page when people are searching.

  • You can find customers you wouldn’t have reached otherwise

When you utilize the Search Network and Display Network, you’ll target both the people who are actively searching for what you sell and also people who are browsing websites related to your services.

  • You can target people who left your website without buying

With dynamic remarketing, you can show your ads to people who are already interested in what you offer. By including a specially targeted call to action in your ad, you can entice them to return and make a purchase.

  • You can quickly make changes to campaigns

Adjusting your ad copy, promotions, targeting and bids can all be done in a matter of clicks.

  • You can change your budget and pause or end campaigns at any time

With Google Ads, you have complete flexibility over your ad spend.

 

How much should I spend on Google Ads?

There’s no magic number when it comes to deciding your budget for Google Ads. If you’re not sure, our advice is to think about how many clicks you want per day, and then work backwards.

Remember, your position on the page is not determined simply by how much you’re prepared to spend. Google will also consider the overall quality and relevance of your ads and landing pages when deciding where your ads will appear.

To decide your budget you also need to get to grips with what your average CPC (cost per click) might be, and how competitive ads in your industry are. Our advice is to work with a professional or an agency who’s experienced in Google Ads. They’ll conduct keyword research, look at search trends and create a competition analysis to help you get the best results for your budget.

 

How can I tell if my Google Ads are working?

With Google Ads, you can track conversions—so you’ll see exactly how many clicks turned into new leads and new sales. You’ll also know which ads and which landing pages are performing best. If you’re using call extensions, you can also track the time and duration of phone calls you receive from someone clicking on your ad.

With the powerful reporting tools in Google Ads, you have all the information you need to optimize and improve your campaigns over time. You can see what people are searching for when they find you, plus key demographics for the people who are clicking on your ads. With this information, you can make tweaks to your ads and adjust your bidding strategies to further improve campaign performance. If you want to dig even deeper, you can track the full customer journey by linking your Google Ads account to your Google Analytics account.

 

How do I get started with Google Ads?

If you don’t have the time to get your head around keyword research, bidding strategy, match types, ad optimizations and landing page design, we’re here to help.

We’re certified in Google Ads and we’ve been running successful PPC campaigns for clients in all industries for a number of years.

First we learn what your advertising goals are, then we work with you to create a PPC strategy for success, based on your business model and your industry. We’ll conduct detailed keyword research and devise a bidding strategy that will help you reach the right customers for the right price. We’ll also custom-build effective landing pages that are optimized for conversion.

While running your PPC campaign, we’ll continually make incremental optimizations to further improve performance and lower your costs. Each month we’ll send you a report of exactly how things are going.

 

Ready to start using Google Ads? Contact us today to get started.

 

Read more:

Hiring an advertising agency vs. doing it yourself

Google Analytics: a guide for small businesses

How social media can boost your SEO efforts

 

Sources:

  1. Google internal data.