Do you ever wonder how you can take your business to the next level? If you’re not already running Google Ads, then I recommend reading on as you’ll learn it can be an effective way to help scale your business. In this article, you’ll learn all the basics you need to create your first Google ad.
What are Google Ads?
Google Ads is an advertisement platform where advertisers can display their video or image ads to users all over the web. Additionally, Google Ads may connect you with potential customers on other websites and platforms.
If you were to type in ‘fixing a leaking roof’ on Google or Bing, the first couple of results to your question may be paid advertising listings. You can identify an ad by the tag on them that says; “Ad.” If you click on one of these results, you are directed to a webpage, most likely one with information about a maintenance company in your area that can help fix your roof, among other services that they provide.
Advertisers compete to display brief ads, service offerings, product listings, and others to web users to increase their website traffic and ultimately convert these web users to their customers. If every business’s primary goal is to make a profit, then Google Ads can be a great start to help reach that goal.
Advertisers bid on specific ‘keywords.’ A carpentry workshop may compete with other platforms offering similar service to it on keywords like ‘table,’ ‘chairs,’ and other words or phrases that are common to their business or services. When people search for such terms, their websites appear on the Search Engine Results Page (SERP) as an ad.
Why Use Google Ads for Your Business?
Generally speaking, advertising your business gives you a competitive edge in your area as it enables you to reach prospective clients. However, the world is a more digitized place. Most people trying to find particular services around them are likely to use a search engine. While you may increase your traffic and search visibility organically through website search engine optimization (SEO), Google Ads gives you more visibility instantly. It connects you more with the people that need your business and services.
With Google Ads, you can:
- Outrank Your Competition Today
- Track Your Progress & Metrics
- Target Your Audience Directly
- Drive New Leads/Orders
How Does Google Ads Work?
Here are a few things to know as you begin to create your first Google Ad:
Pay per click (PPC)
PPC is a form of digital marketing in which advertisers pay ad platforms like Google every time their ad is clicked, resulting in traffic to your website. Your ads are only displayed if the user types your set keywords, and all your other requirements are met.
The amount you pay depends on how much you bid. Naturally, to get your ads at the top of the page, you have to bid higher but Quality Score also plays a role. Also, your keywords should be selected with intent in mind, well structured, and your landing page should be set up to convert.
Google Ads Auction Process
Indeed, you aren’t the only business that uses Google ads – you will have competition. There can be more than ten ads listed in response to a user’s query and the keywords. How then is it determined who comes first or makes it to the list?
When a user does a search, Google uses auctions to determine the position of an ad’s position that relates to the keywords. If the search is “fixing a roof in Philadelphia,” an auction is carried out amongst the carpentry workshops in Philadelphia registered under Google Ads. The following factors come into play during the auction.
On Google Ads, you bid on keywords relevant to your business and that a potential customer is likely to search. Depending on the range of services you provide, there are several keywords you may bid on. Philadelphia is the state you work in, so you can add that keyword. Other keywords may include “fix,” “repair,” “roof,” etc. Advertisers with higher bids are given preferences.
Take note that placing the highest bid does not always guarantee that the highest ranking. Your ranking also depends on your quality score. Google calculates the position your ad occupies using this formula:
Maximum cost per click * Quality Score = Ad rank.
The Quality Score indicates how relevant the clicking experience might be to the user. It includes how well your ads answer the user’s query. A high-quality score and high bid improve your ranking.
Your quality score is calculated by considering the following:
- Expected click-through rate: This shows the likelihood a user would click on your ad. This is determined by how qualitative your ad is and how much it fulfills the user’s query.
- Ad relevance to query: Google analyzes your website, landing page, ad texts, and keywords for quality and relevance. The goal is to match users to advertisers that can genuinely solve the user’s problems.
- Landing page experience: With a well-optimized ad leading to a relevant destination website, you are bound to rank high even if you aren’t bidding the highest. It plays a significant role in your ad’s quality as Google wants users to have the best experience possible.
Steps to Creating Your First Successful Google Ad
Are you ready to get your first Google ad out there? Do you also want to maximize returns with your ads and get it right the first time? We’re here to help. This is an overview of how we’ll get you started with your first Google ad.
Create a Google Ad Account
First you’ll need to go and create a Google Ads account .
Consider your goal/s
What do you want to achieve? Do you want to drive traffic, sign ups, leads, downloads, orders? Ask yourself why am I going to invest in Google Ads and what do I want to get out of it.
Decide your budget and bids.
You first need to dedicate a budget on a monthly basis. You can start small and scale. At DDM, we can work with you to design a budget that works for you and your business.
Know your audience
There are some products and services that are specific or more common within certain age groups and gender. Google Ads allows you to select who sees your ads through your buyer persona. For location, you can be as specific as choosing a certain radius within your ZIP code where you want your ads to be displayed. This option is handy for companies whose services or products or services are available in a limited region.
What words do your prospective customers search for when looking for your service or product? Together, we’ll break down your service, and through research, we’ll provide you with keywords that ready buyers search. Pinpointing keywords with buyer intent can be the difference between a Google ad campaign that only breaks even or one that is hugely successful.
Create an Ad campaign
Next, we’ll create your first Google Ad campaign. The ad campaign determines your ad is shown on search results, websites, youtube, or mobile apps. There are several types of campaigns, depending on what you want to achieve. However, the two most popular types of campaign types are search campaigns and display campaign types.
- Search Campaign: The search campaign puts your ad on search result pages, which may be more suitable for small businesses.
- Display Campaign: The display campaign type puts your ad on other websites that allow Google ads. Other campaign types include Video, Shopping, Discovery, App, Smart, and Local. We’ll help you figure out what’s working in your industry and what is best for your particular business.
Ideally, your ad copy should be compelling, appealing and relevant to your audience to encourage them to click and visit your site. As a rule of thumb, your best keywords should be in your headline and the description. A necessary icing on the cake is Call To Action (CTA), which triggers your desired results.
Create your landing page
As explained earlier, the landing page is the webpage that users are directed to when they click on your ad. If you create your first Google Ad and it is perfect, but your landing page is a letdown, you may be wasting your resources and wasting money. We’ll use available data to make the best decisions when designing your landing page. We’ve helped thousands of clients improve their user experience, improve their discovery process, and increase clickthrough rate.
It doesn’t end with having your ads clicked and generating traffic to your site. It goes farther and involves tracking how many of those clicks become profitable. You need to set up conversion tracking within Google Ads to know how well your ads are really doing. Google Analytics can also be integrated to help monitor your funnels and reveal aspects of campaigns that need to be optimized to make you more successful.
Some users may click through your ad, peruse your landing page, but still not convert, especially on the first visit. Remarketing re-engages those visitors after they have left your site. Your ads can be shown on display networks as they browse through other websites, reminding them of their abandoned carts or actions they didn’t take. You can also show them items or products they viewed during previous visits to your website. It is an effective technique to catch up with visitors and redirect them back to your website. You can even offer them discounts and bonuses to make their buying decision easier.
Get the Help You Need!
Now that you’ve learned what it takes to create your first Google Ad, it’s time to take advantage of Google Ads to grow your business. DDM Generation can help you reach those thousands of customers who could really use your service. With the right custom strategy based on goals, keywords, and effective landing pages, we’ll take your business to the next level.
You shouldn’t have to spend all of your time trying to create your first Google Ad; that is our specialty. We’ll bring you customers through the internet and give you the peace of mind to focus on other things that matter, such as making deliveries and executing projects. Contact us today to talk to one of our experts!