How to Get the Best Out of Google Ads
This blog is by Becca Guiller, Business Owner of RK Creative. Based in Edinburgh, RK Creative provides small and large businesses with sustainable digital marketing solutions. Her primary focus is to help her clients achieve their goals and drive sales by applying various digital tools and services, including web building, branding and design, digital ads, and social media content.
How does Google Ads work?
Google Ads is a platform developed by Google that provides businesses with an online advertising platform to promote their products, services and applications to web users. So, if somebody is searching for products and services like yours, your ad can appear on their screen, whether they’re on desktop, mobile or tablet.
Imagine looking to buy space on a billboard on a busy street with lots of passing traffic. You can pick a location to show your ads, knowing that place is near your target audience. You’re expecting the billboard to capture their attention. Therefore, pay for that space in the hope of a return on investment.
Google Ads is a digital version of this. You are paying for a space on Google’s search results and partner websites. But, with Google Ads, the targeting capabilities are a lot more accurate. And you only pay for results, like clicks to your website. Also, the conversion tracking capabilities available on Google Ads are a brilliant way to get the most out of your ads. Whereas, with traditional billboards, it can be a lot harder to determine the impact of these ads.
What are the different types of ads?
There are three basic types of Google Ads. Search Network campaigns are usually in plain text form. They appear on Google Search results when someone searches for a product or service. You can also create Display Network campaigns, which are usually in image form. These are great for selling clothing or products. The ads appear on websites or apps that your customers visit. Video campaigns are the third type. These are short video clips shown before or during YouTube content.
What are the benefits of using Google Ads?
Google Ads is a great way to gain sales or leads quickly. It’s a lot faster than SEO, so if you are looking for some quick wins, Google Ads is a great place to start! It also has remarketing capabilities, which allows you to remarket to visitors who have viewed your website before. Additionally, you can track the success of your ad campaigns which is the best way to test and improve your ads. With over 70% of the search market share, Google is undoubtedly the most popular search engine. Potential customers use Google every day to help make decisions meaning there is enormous potential to pick up business on this platform.
How do you get the best out of Google Ads?
Ensure your landing page is powerful and think carefully about your target audience. To make the most out of your ad campaign, you need to ensure you are targeting the right people, and when they reach your website, they are engaged.
Optimise your keywords. Google’s Keyword Planner is a great free tool to help you get started. As part of your marketing strategy, you should also include a keyword strategy. This should include high-performing keywords that will drive relevant traffic to your business. Continue to update and improve your keyword strategy as time goes on – the web is growing every day!
Use every relevant ad extension and keep an eye on your ads and explore Google’s suggestions as these will ensure your ads are delivering.
How do you measure the success of Google Ads?
It’s easy to monitor the metrics on Google Ads. One of the most important metrics to focus on is the click-through rate (CTR). CTR measures the number of clicks advertisers receive on their ads per number of impressions.
Conversion tracking is another free tool Google Ads provides. It shows you what the customer did after interacting with your ad. For example, by placing a small string of code on your website, Google Ads will tell you if your customers made a purchase, signed up to a newsletter, called your business or downloaded your app via your Google Ad.
Tips for starting Google Ads for your business
1. Before starting, make sure your landing page, website, or app works and engages your target audience.
2. Generate a customer avatar before you set your targeting on Google Ads. Doing so will ensure your ads are delivering in the right places to the right people.
3. Think about your budget competitively and realistically.
4. Track your keywords and, over time, alter the keyword match type (e.g. broad, phrase, exact) and optimise any negative keywords so that Google understands what your product or service is not. This helps keep your ads relevant to your audience.
5. End the description of your Google Ads with a call to action.
Have you got any success with using Google Ads? Tell us in the comments.