How To Run Google Ads

CONTENTS

  1. Vocabulary
  2. What are Google Ads
  3. Setting Up Your Ad

VOCABULARY

  1. Objective – What you want the ad to accomplish
  2. Keyword – a google search that is related to your product (what a customer might type to find your product)
  3. CTR (Click-through-rate) – the percentage of people that click on your ad after seeing it

WHAT ARE GOOGLE ADS?

Google Ads, formerly known as Google Adwords, is an online advertising platform. Google ads can work for any product or service because people search Google for almost any and everything.

One strong suit of Google Ads is that the system is centered around showing your ads to people who are ALREADY looking for a solution that your product or something similar will offer, as opposed to a lot of other forms of advertisement that may show it to people way outside your target audience.

The pricing system is pay-per-click (PPC). This means that you do not pay except the ad actually gets people to click on it and get to your chosen landing page/website. You can set your maximum bid for each click (Google Ads pricing works with a bidding system) and Google Ads will not spend more than that from your account. Payment could be CPC cost-per-click, CPM (cost-per-mille i.e. cost per 1000 impressions) or CPE (cost-per-engagement).

Google Ads, generally, averages an 8% click-through rate. With almost 250 million  different visitors and about 700 million dollars return on investment from the 2.3 million searches that Google gets every second, you can be sure that there are a lot of potential customers on the platform for your brand or business. The exception is that Google Ads does not support ads for products or services that are:

  • Dangerous e.g. weapons, recreational drugs
  • Inappropriate or offensive e.g. bullying and racial discrimination
  • Advocative of dishonest practices e.g. hacking software, fake documents

Types of Google Ads

There are five different types (also called campaigns) of google-ads namely: 

1. Search: These are the types, in text form, you see at the top of the result page when you make a google search. Ads can also be created to appear in Google Maps.

2. Display: These show up on Gmail and other websites that are a part of the GDN (Google Display Network) like youtube, gmail. etc. alongside relevant content, Google Display Networks have 180 million impressions per month. 

3. Shopping campaigns: These can show off your products with images and include links to your business page.

Source: Search Engine Land

4. Video: Ads shown on YouTube by the side bar and also placed when playing videos.


5. App: These promote your app on Google Search, YouTube, Google Play and other platforms to advertise to the right people.


 

Objectives of Google Ads

You can choose the goal you want to accomplish for your brand from the list of laid out objectives that will be shown to you in the process of setting up your ad. This list is comprised of the following:

  1. Sales
  2. Leads
  3. Website Traffic
  4. Product and Brand Consideration
  5. Brand Awareness
  6. App Promotion

 

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SETTING UP YOUR ADs

There are 3 stages to setting up your Google Ads Ad:

  • Create Campaign
  • Create Ad group
  • Create Ad in Ad Group

Before you start creating your campaign, it’s best you do some research on the most effective keywords for your niche.

There is a tool in Google Adwords that can help you do this, but you must have created your first campaign to have access to it. It’s called ’Google Ads Keywords’.

You can create a campaign, use the Keyword Planner and then edit your keywords for that ad. However, sites like keywords.io, ahref can help you with this before your first campaign is created.

  1. You must have a Gmail address to run a Google Ad.
  2. Go to Google Ads.com and click ‘Start Now’ at the top right corner of the page.
  3. At the bottom middle, click on “Switch to Expert Mode”

i. You’ll see an outline of different objectives. Select the one that is most relevant to you. For This example, ”Website Traffic”

a. Select web-site traffic.
b. Select the type of ad you want to run e.g. ‘search-based’
c. Input your website
d. Click continue.

e.Create your campaign

    1. Name your campaign (this won’t show on the ad)
    2. Deselect ‘search-network’ and ‘display-network’ if you don’t want your ad shown on the sidebar of other websites outside Google. Since Google seems to be more effective than its search partners, unchecking this box should save you some money.
    3. Set your start-date and end-date. If you don’t set an end-date, the ad will continue to run and you will continue to be charged.
    4. Select the location(s) where you want people to see your ad e.g. your country. (the more specific you are, the more the ad might cost you).

Instead of typing in a specific location, you can also set the ad to run within a specific-mile radius from a particular point e.g. a 30-mile radius from your store.

    1. Select the language you want your ad displayed in.
    2. Set your budget. You can start small and see how effective the ad is.  
      A very low budget like 1USD per day might not give you an accurate representation of how effective Google Ads is for your business because it is likely to afford you just a couple clicks.

You can set a maximum CPC. You can also experiment with this and see how it works .

Choosing accelerated means Google will spend your budget as quickly as possible, Standard means your budget will be spread over the course of your ad’s lifespan.

In additional settings, you can do things like set a time schedule for your ad to run, if you want it to run for specific periods during the day. You can also add more business information and your prices to your ad, amongst other things.

  1. Click ‘Save and Continue’.

f. Create an Ad Group

    1. Name your ad group (this won’t show up on the ad itself)
    2. Enter the phrases/keywords you want to trigger your ad. Once you have set up your account (which we’re doing right now), you’ll have access to Google Keyword Planner which will help subsequently in helping you choose the most precise and profitable keywords for your product or service.

There are also other tools that you can use to take the guesswork out of the game, even for your first attempt e.g. keywords.io

In inserting your keywords, you can type it in 4 different formats for 4 different effects, these effects are called ‘matches’.

      • Broad match: If you enter your keywords in this format: dresses for babies, it will give a broad match to those words and anything related e.g. baby clothes, baby things.
      • Modified broad match: In this format, you put the plus sign before words that you want to be in the Google search mandatorily e.g. +baby clothes (if someone searches ‘infant clothes’, the ad won’t show up) or baby +clothes (if the user types in ‘baby apparel’, the ad will not come up.
      • Phrase match: If you enter the keyword in quotation marks like so “dresses for babies”, it’ll give a narrower match to google searches that contain that exact phrase e.g. if someone searches ‘dresses for baby’, your ad won’t show up but if someone typed ‘colorful dresses for babies’ or ‘dresses for babies discount’, your ad will be displayed.
      • Exact match: Entering your keyword in square brackets allows a match with the exact phrase and no other additional word. It has been modified to include searches with synonyms or reordered phrases e.g. if your keyword is [dresses for babies], it will match with searches that say ‘dresses for babies’, ‘dresses for infants’, ‘babies for dresses’.

Each keyword can be entered in multiple formats in one ad, if you so wish, for any reason.

A column on the side will show you an estimate of how many clicks you could get with those keywords and how much it would cost you.

    1. Click ‘Save and Continue’.

g. Create Ad

      1. You can use split-testing and split your budget between multiple ads under one ad group so you can see which one works best and continue to use that one in the future.

Tip: Make sure to assign tangible amounts of money to each ad so you can get an accurate reflection of its effectiveness.

      1. Insert your 2 headlines. Try something catchy, maybe add a

discount to the second headline.

      1. Insert your descriptions.
      2. Save and Continue.
      3. Insert payment info and if you have a promo code, insert that also.
      4. Submit.

Congratulations! You just created your first campaign.

Tools to optimize your Google Ad:

      1. Now that you’ve set up an ad, you can make use of the Google Keywords Planner Tool to optimize your ads.

Click on explore your campaign.

To create a new campaign, go to All Campaigns” and click on the plus sign.

      1. Monitor the insights that Google Ads gives you on how well ads are doing. This will help you understand what’s working and what’s not so you can further optimize your ads in the future and gain more bang for your buck.
      2. Negative keywords: These stop your ad from being shown in search results if someone uses certain words along with your keywords e.g. discount or babies if you don’t give discounts or sell clothes only for adults. It also stops Google from bidding your set price/budget against the advertisers that want to use that/those keywords.
        • Click on keywords
        • Add negative keywords
        • Save

You can also create a negative keywords list to use in the future by clicking ‘Explore Campaign’, then ‘Tools and settings’ then Negative keywords list. When you’ve named it and created the list (it can be one or two words long), click on it, then click on “Apply to Campaigns’ to apply it to all or some of your campaigns.

Tip: You can use Ubersuggest.io to find negative keywords for your brand

      1. Google keyword planner:
        • Click Explore Campaign
        • Click on tools and settings at the top-right corner of your screen
        • Click Keyword Planner. Two bars will come up.

-You can use the first to find new keywords, see how much each will cost you, how much competition each keyword has (you want to pick the ones with low competition but relatively high searches; compared to others on the list).
-The second bar will help you see potentially how well your ad might do -this will help you ‘discover new keywords’ that you can use and see how well existing keywords do for other ads e.g. the CPM (cost per 1000 impressions).

      1. When you click on a particular campaign, you can change certain settings like what types of devices your ads are shown on by clicking the tab that says ‘devices’ on the lower left portion of the screen. Selecting the most likely option for your business removes the risk of your budget being used to show your ad on devices that are irrelevant to your business.

THINGS TO NOTE:

      1. You can choose to pause or even stop your ad at any point in time you so wish. You can even adjust your budget after it starts running.
      2. One campaign can have more than one ad group and one ad group can have more than one ad in it
      3. The more clicks you get, the less your CPC becomes.
      4. if you will be creating a large number of campaigns, you can use an app/tool called ‘Google Adwords Editor’ to help you out with managing them.
      5. If you’re managing multiple accounts for multiple clients, you need to first create a managers account.

You can then create your clients’ accounts under that and start from there. You can use one email for both the manager s account and up to 20 client accounts.

      1. To track conversions, you need to define what a conversion is to you: leads, sales, signups, phone calls from your settings. This will help you know which ad is working and which is not, know what time of day your ads are most effective etc.

Conclusion.

Remember Google shows your ad to who is looking for you. You have the ability to advertise to individuals that want to find you. This step-by-step guide covered the necessary knowledge you need to have before, during and after creating your first google ad. From Knowing the types of google ads, creating your campaign account, drafting your ad, picking a suitable keyword to tracking and measuring your first google ads.

 
 
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