Google Ads is an online advertising platform developed by…yep, you’ve guessed it, Google! It allows businesses to create ads that appear on Google Search, YouTube, and other websites within Google’s ad network. As such, it is a powerful tool for businesses looking to increase their online presence, drive traffic to their websites, and boost sales.
There are a number of advert formats available when you use Google Ads. These include:
Search Ads
These appear at the top of Google search results when users search for specific keywords.
Display Ads
These are banner ads that appear on websites within Google’s Display Network.
Video Ads
These are ads that play before, during, or after YouTube videos.
Shopping Ads
These showcase products directly in Google search results.
App Ads
These promote apps across Google’s network, including Google Play and YouTube.
Google Ads work on a bidding system. This means that advertisers bid on keywords, and the highest bidder’s ad is more likely to be shown. The cost is typically on a pay-per-click (PPC) basis, meaning you pay only when someone clicks on your ad.
Google Ads offers various targeting options – including demographics, location, interests, and more, to ensure your ads reach the right audience.
You can track the performance of your ads in real time, allowing you to see how many people are viewing and interacting with your ads. This helps in optimising your campaigns for better results.
The great thing about Google Ads is that you have full control over your budget and can set daily or monthly limits to ensure you don’t overspend.
Now you know what Google Ads is all about, how do you get started? Google Ads can seem a bit daunting at first, but it’s quite manageable if you follow these steps:
1) Create a Google Ads Account
- Go to the Google Ads homepage and click on “Start Now”.
- Sign in with your Google account or create a new one.
2) Switch to Expert Mode
This gives you more control over your campaigns. You can switch to expert mode during the setup process.
3) Set Up Your First Campaign
- Choose your campaign goal: Decide what you want to achieve (e.g., website traffic, sales, leads).
- Define campaign settings: Set your budget, target locations, languages, and networks.
- Select campaign type: For beginners, a search campaign is a good start.
Create Ad Groups
Organise your keywords:
Group related keywords together. Use different match types (broad, phrase, exact) to control how closely the search terms must match your keywords.
Write ads:
Create compelling ads that include your keywords. Make sure your ad text is relevant to the keywords and the landing page.
Add ad extensions:
These are additional pieces of information that can make your ad more appealing (e.g. site links, callouts, structured snippets).
Set up conversion tracking:
This helps you measure the actions people take after clicking on your ads, such as purchases or sign-ups.
Review and launch:
Double-check all your settings and ads. Once everything looks good, launch your campaign.
It takes a little time, but once you’re comfortable with Google Ads and learn what works and doesn’t work for you, the results can be exceptional for your business.