Google ads – the ultimate step-by-step guide to use the platform to generate more traffic to your website.
Have you ever think of running ads for your blog or business website so you can generate more income from the business.
A lot of people will make little money online. But instead of them investing some of the money into advertising the business to get more sales.
They will spend the money on other things and the business may crumble. Advertising is very crucial for a business to survive. They are many competitors in the digital world that are looking for a way to overtake the brands that are not serious about getting new customers.
To help you succeed in your online business, this Google ads tutorial contains the important factors that will help you run a successful campaign for your product and services.
What is Google ads
Google ads also called Google Adwords is a paid online advertising platform created by Google. The system allows people to pay for adverts that appear on Google search engines or on other websites through their display network or Google Adsense program.
When you head over to Google search and type any keyword. You will see a lot of results that will appear for that keyword. Some of the results may include paid advertisements that targeted that keyword.
For example when you type “best hosting site”. You will see some ads on the result page that target the keyword.
Looking at all the advertisements on top of the SERP, you will notice they are related to the organic search. And they also take the first position which is good for sending traffic to the advertiser’s landing page.
You should also know that buying ad space in Google ads does not necessarily mean you are going to appear at the top of the search result. They are many marketers who are also competing for that same keyword you are targeting.
If you really want to see your ads make it to the top, then you have to understand how the system works.
How Google ads works
Google ads is a pay-per-click business model – it simply means that marketers target a particular keyword on Google and also make a bid for that keyword. So other marketers also bid for that keyword and the highest bidder takes the first spot.
For example, the highest amount you are bidding for the keyword is $3 and Google is charging $1.5 per click for that keyword, then you will get the ad placement but if Google is charging $4 for that keyword. Any other marketer that is willing to bid more than $4 will get the spot.
You can also set the amount you want to spend per day on your ad. When you reach your limit for that day, the ad will pause and continue the next day. For example, you want your ads to run for 5 days and you want to spend $50 per day then you have to budget $250 for the campaign.
When bidding for your ad Google provides you will three options.
- Cost-Per-Click (CPC): the amount you are going to pay will a user clicks on your ad.
- Cost-Per-Mile (CPM): the amount you will pay per 1000 ad impression.
- Cost-Per-Engagement (CPE): the amount you will pay when a user carry out a specific action on your ad such as (email sign up, watch video and more).
Google will analyze the amount you bid and combine it with an assessment of your ad called a Quality Score.
Quality Score is simply the estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can result in lower prices and increase ad positions.
The score calculation range from 1 to 10. The highest score is 10 and ads in this range get a better rank and attract less spending to convert.
The idea is that when more people click on the ad, the more they will likely accomplish the advertisement goals (become customers, buy a product, and more).
There are different types of Google ads you can choose for your campaign.
Types of Google ads
Google provides various types of campaigns that you can use:
- Search campaign
- Display campaign
- Shopping campaign
- Video campaign
- App campaign
You will be familiar with this type of ad campaign. They are those adverts that appear on the Google search result when you type in any keyword. for example “best web hosting”.
As you can see, they are text ads that appear on the result page with a black “Ad” symbol near the URL.
Display campaigns are those ads you see on various websites on the internet. Google has a vast network of partnered sites.
The owner of these sites allows Google to place ads on their website and get a commission whenever someone clicks on the ad on their site.
You can also see this type of ad on youtube and in Google email and also in some mobile apps that are monetized with AdMob.
The benefit of using Display Network is that you will reach more audiences. Over two million websites partner with Google.
This partnership gives Google the opportunity to reach more than 90% of all internet users to help them make sure that your ads get more eyeballs.
The only downside of the Display Network is that your ads may appear on some websites you don’t want or in front of videos you don’t want your brand to associate with. But the Display Network can be a good place to get more leads.
A shopping campaign enables you to promote your products in a good visual appearance. the ads display as images on the SERP.
Google Shopping ads are good for people who have physical products because Google will showcase your product directly to customers.
The type of ads displays in the front of youtube videos in form of pre-rolls.
The video campaign ads come in different forms, such as skippable videos ads and unskippable ads.
App ads can also be included in the Display Network but can be used for targeted campaigns. One factor about this type of campaign is that you don’t have to design each individual app ad. Google will take your text and assets like the photos and complete the ad for you.
The cost of advertising on Google
Before you set up your ad campaign, you have to know the average cost-per-click for the country you are targeting. For example, targeting people in the United State may cost you between $1 and $2 depending on the keyword your choose.
You need to first understand how the Google auction system works before you can know what it will cost your business to run a successful ad.
When people search for the keyword you are targeting. Google automatically analyzes your auction mode and compares your Ad rank with other marketers that are targeting the same keyword you are targeting.
Google will not rank your ads higher because you have a big budget and read to bid high. But Google Ad Auction and Ad Rank system favors sites that help users. I mean websites with a high-Quality Score over lower ones.
Now that you have understood how Google ad works. The next part of the tutorial will explain to you how to find keywords to target and also how you can set up your ad account and run ads.
Finding target keyword
Google provides you with a free keyword tool known as keyword planner that will help you get the keywords that suit your business. But am going to use a keyword tool called Semrush for this tutorial.
Semrush is very good If you want to get the best result for your ad campaign. The tool will give you more insight about your competitors. To use the tool click here to create an account.
After you have successfully created your account, use the search box to search for the keyword you want to target to get insight such as performance and cost of CPC. let’s say you are selling female products and you head over to the tool and type “female hand bags” in the search bar.
You will see how many people that are searching for that keyword every month in the United State and also see the cost-per-click.
In the above image, you will see that the CPC is $1.31 in the United State. So if you want a better ad position, you have to bid $1.50 or $2 because some of your competitors may be bidding more than $2.
But once your campaign starts running. With time your ad cost-per-click may be lower than your bidding if your quality score increase.
Once you have find the best keyword for your campaign, the next part is to create your Google ad account. Click here to set up your account. On the homepage click on the “Start Now” button.
Use your Google email account to set up your ad account. If you don’t have a Gmail account click to see how you can register and secure your account.
For those who already have a Gmail account, after you have clicked the “Start now” button. Click on “switch to expert mode” on the next page.
It will take you directly to your Google ad dashboard.
This dashboard is where you can create your new campaign and also track your ad progress.
Before you start your campaign, you have to first define your goal. Just rush and begin to create your ad. know who you want to target. What you want to get from the campaign. You may want to get more product sales, get more visitors to your site, or more leads.
Once you have a clearly defined goal. Click on the “New campaign” button.
The next window will appear. You will see different campaign goals to choose from. Since you have define what you want to achieve with your campaign. pick the best option that suits your goal.
For example, I choose website traffic because my goal is to get more visitors to my site. The next screen will ask you to pick what type of campaign you want to run. Such as Search, Display, and more. So choose the one you want.
Once you have picked the right one for your campaign. Click the “Continue” button.
Enter your website URL, then click “Continue”.
Google will automatically tell you where your ads will appear, such as on the search result page and on their partnered websites. Scroll down to see where you will select the country you are targeting.
The audience segment is where you will enter the kind of people you want to target. The budget section is where you will enter how much you want to spend per day.
When you scroll down you will see where you can bid. But it is better you allow Google to finalize that part for you. If you are an expert you can add how much you want to pay per click. Once you are done click the “Save and continue” button. The next window is where you will set up your ad groups and enter your target keywords.
Ad group helps you group your target audience in different sections. Like if you want to target “women shoes” and “women flat shoes”. You can create different groups for them and add different keywords that are related to each group. Once you have added the keywords you want the is to target Click the “Continue button.
This section is where you will create your ad headline and description. On the right-hand side is where you will see how your ad write-up will look on the search result. Make sure to craft your headline and description well. Enter the message that will attract users to click on your ads. But don’t use the clickbait method.
After you are done with the headline and description click the “Continue” button and the part will lead you to where you will click Publish.
If your setup has any issue Google will ask you to fix it. Don’t worry ask a beginner it will not that be easy to set up ads that will convert well.
The more you keep testing you will figure out the best strategy that will work for you. Keep learning other marketers’ strategies to see how they implement the ads that work for them. Youtube is the best place to find more great tips for a successful campaign.
If you are looking for more ways to get website visitors, check my Blog Traffic page