GOOGLE ADVERTISING AND HOW TO BECOME A SUCCESSFUL GOOGLE ADVERTISER

Do you know that Google performs 63,000 searches every second and that Google ads appear on the majority of search results pages? Paid for by businesses, Google ads can be an extremely effective way of driving relevant, qualified traffic to your website at precisely the times when people are searching for the products or services your company provides.

Over the last decade, commercial advertising has shifted from radio ads, magazine ads, and newspaper ads to digital advertising, which is now the foundation of the modern promotional approach for businesses and brands.

Because of the high traffic volume for product advertisements, online advertising has been all about social media advertising since the invention of Facebook and other social media platforms.

Search engines, such as Google, have also been known to be a source of massive traffic, and any business that wants to increase its customer base should take advantage of it as well.

 

What Exactly Are Google Ads?

Google Ads are paid advertisements that appear in search results on google.com or advertisements that appear on other websites via the Display Network and Google's AdSense program.

Google Ads is a paid advertising platform that falls under the pay-per-click (PPC) marketing channel, in which you (the advertiser) pay per click or impression (CPM) on an ad. 

Google Ads is an efficient way to drive qualified traffic, or good-fit customers, to your business while they are searching for products and services similar to the ones you provide. You can increase your website traffic, phone calls, and in-store visits by using Google Ads.

Google Ads enables you to create and distribute well-timed ads to your target audience (via mobile and desktop). This means that your company will appear on the search engine results page (SERP) when your ideal customers search for products and services similar to yours on Google Search or Google Maps. This way, you reach your target audience at the optimal time for them to see your ad.

It should be noted that ads from the platform can also be seen on other platforms such as YouTube, Blogger, and Google Display Network.

Why should you advertise on Google?

Google is the most popular search engine, with over 5 billion searches per day. Not to mention that the Google Ads platform has been in operation for nearly two decades, giving it some clout in the paid advertising space.

This means that your company will appear on the search engine results page (SERP) when your ideal customers search for products and services similar to yours on Google Search or Google Maps. This way, you reach your target audience at the optimal time for them to see your ad.

Google is a search engine that people use all over the world to ask questions, which are then answered using a combination of paid advertisements and organic results.

Furthermore, advertisers earn $8 for every $1 spent on Google Ads, according to Google. So there are a few reasons why you should consider Google advertising.

Do you require another reason? Google Ads are being used by your competitors (and they might even be bidding on your branded terms). Hundreds of thousands of businesses use Google Ads to promote their products and services, which means that even if you're ranking organically for a search term, your results are being pushed down the page, beneath your competitors.

Google Ads should be a part of your paid strategy if you're using PPC to advertise your product or service — there's no way around it (except maybe Facebook Ads, but that's another article).

More information: how to run effective Facebook ads

Is Google AdWords Truly Effective?

Yes, Google Ads are effective. You can create a high-ROI marketing campaign with an optimized ad campaign and lead flow.

Display Ads are also available from Google and appear on the Google Display Network. The Display Network is a large collection of third-party websites that have partnered with Google and agreed to serve Google advertisements. Google ads on the Display Network can be text-based, image-based, video-based, or rich media-based, and can be targeted differently. This includes remarketing and banner advertisements.

Consider the following statistics to provide an answer: 

Google Ads has a nearly 8% click-through rate.

Every month, 180 million impressions are generated by display ads.

Paid ads on Google receive 65 percent of clicks from users who are ready to buy.

43 percent of customers purchase something they saw on a YouTube ad.

Types of Google Ads Campaign 

Search \sDisplay \sVideo \sApp \sShopping

On Google Ads, you can choose from one of five campaign types. Let's go over the best applications for each and why you might prefer one over the other.⁸

 

1. Ad Campaigns for Search Engines

Text ads that appear on Google results pages are known as search ads. The advantage of search ads is that your ad will appear where most searchers look for information first — on Google. Furthermore, Google displays your ad in the same format as other results (except for the designation "Ad"), so users are accustomed to seeing and clicking on results.

2. Display Advertising Campaigns

The Google Display Network is a network of websites in various industries and with a diverse audience that opts in to display Google Ads. The website owner benefits because they are paid per click or impression on the ads. Advertisers benefit from being able to get their content in front of audiences who are similar to their personas.

 

3. Video Advertising Campaign

Before or after (and sometimes in the middle of) YouTube videos, video ads are displayed. Remember that YouTube is also a search engine. The right keywords will bring you to a video, disrupting the user's behavior just enough to get their attention.

 4. App Advertising Campaigns

Google App Campaigns promote your mobile app by displaying an ad on Google Search Network, YouTube, Google Play, Google Display Network, and other sites. You can run ads that encourage your audience to download your app or, if they already have it, to perform a specific action within it. 

Unlike other types of ads, you do not create an App ad campaign. Instead, provide Google with information about your app and its target audience, and then place a bid. Google will do the rest to get your app in front of the right people's eyes:

5. Campaigns for Shopping Ads

Google Shopping Ad Campaigns are another type of Google Ad. Shopping campaigns, like these other types of ads, appear on SERPs and include detailed product information like price and product imagery. You can launch a Shopping campaign via Google Merchant Center, where you can enter specific product information that Google will use to create your shopping ads.

Shopping Ads allow you to promote specific products and product lines rather than your entire brand. That's why, when you search for a product on Google, you'll see advertisements for various brands appear along the top and/or side. When I search "running shoes," this is what I get. The top ads are Google Search ads, but the products advertised on the side are Shopping ads optimized for the keyword "running shoes":

What is the procedure for using Google Ads?

Google Ads will show your advertisement to potential leads or customers who are interested in your product or service. Advertisers bid on search terms, or keywords, and the winning bids appear at the top of search results pages, on YouTube videos, or on relevant websites, depending on the type of ad campaign chosen.

Numerous factors influence your ability to create effective and high-performing Google Ads which include: 

1. Quality Score and AdRank

AdRank determines the placement of your ads, and Quality Score is one of two factors that determine your AdRank (the other being bid amount). Remember that your Quality Score is based on the quality and relevance of your ad, which Google measures by the number of people who click on your ad when it's displayed — i.e. your CTR. Your CTR is determined by how well your ad matches searcher intent, which can be determined in three ways:

 

 2. keywords

Keyword research is just as important for paid advertisements as it is for organic searches. Your keywords should be as close to the searcher's intent as possible. This is because Google matches your ad with search queries based on the keywords you selected.

Each ad group in your campaign will target a small set of keywords (one to five keywords is ideal), and Google will display your ad based on those selections; thus, you will need the Google Ads Keyword Planner.

3. Your landing page's user experience

When you first set up your Google Ad campaign — even before you increase your bid amount — you should pay the most attention to your QS. The higher your QS, the lower your acquisition costs, and the better your placement.

 

4. Location

When you first create a Google Ad, you'll choose a geographical area where your ad will appear. If you have a physical storefront, it should be within a reasonable radius of your physical location. If you have an e-commerce store as well as a physical product, your location should be set to where you ship. If you offer a service or product that is available globally, the sky is the limit.

Your location settings will influence placement. For example, if you own a yoga studio in San Francisco, someone searching for a "yoga studio" in New York will not see your result, regardless of AdRank. That's because Google's main goal, even when you're paying, is to show the most relevant results to searchers. 

5. Description and Headline

Your ad copy can mean the difference between a click on your ad and a click on the ad of a competitor. It's critical that your ad copy matches the searcher's intent, is relevant to your target keywords, and addresses the persona's pain point with a clear solution Let's look at an example to see what we mean.

6. Ad Extension

If you use Google Ads, you should use Ad Extensions for two reasons: they are free, and they provide users with additional information and another reason to interact with your ad.

Bidding Methods

Automated vs. Manual

When it comes to bidding on keywords, you have two options: automated and manual. Here's how it works:

Google takes the wheel with Automated Bidding, allowing the platform to adjust your bid based on your competitors. You can still set a maximum budget, and Google will work within that range to give you the best chance of winning the bid.

Manual Bidding allows you to set the bid amounts for your ad groups and keywords, allowing you to cut back on spending on underperforming ads.

Cost Per Acquisition (CPA) 

If the thought of spending money to convert prospects into leads makes you nervous, you can instead set a CPA and only pay when a user converts into a customer. While this bidding strategy may be more expensive, you can rest assured that you only pay when you acquire a paying customer. This strategy makes it simple to track and justify your advertising spend.

To "win" Google Ads auctions and have your Google advertisement appear for relevant keywords, optimize your Quality Score and the bid amount. The higher your Quality Score combined with your bid amount, the better your ad positioning. Your Quality Score is affected by the following factors, among others:

1. Your Google ad's relevance to the search query

2. The Google keyword's relevance to your ad group

3. The connection between your ad and its landing page

4. The ad and its ad group's historical click-through rate (CTR).

5. Overall account performance in the past

Begin Your Campaign

Google Ads should be a part of your paid strategy due to its reach and authority. To get started, use the tips we discussed, and remember to refine and iterate as you go.

There is no such thing as a Google Ads campaign that doesn't work; there are only those that require a little more attention. You now have everything you need to create a successful Google Ad campaign that drives clicks and converts leads using the strategy and information provided above.

Finally, if you have read up to this level, then you're just a step away from harnessing the power of google advertising to make your business gain that fundamental exposure it needs to make a higher profit this year. 

Also, as an advertising agent or a prospective advertising agent who wants to become a reliable advertiser that customers can trust to make the amazing conversion and keep them coming back for more, I have an ebook that simplifies all the secrets of google advertising and makes money online, some of the benefits attached to this ebook include:

1.     How to optimize your ad landing page

2.     Improve and optimize your quality score (qs)

3.     How to avoid irrelevant ads.

4.     Avoid broad keyword terms

5.  The Google Ads Performance Grader

6.  How to Avoid broad keyword terms

7.  How to get relevant Google keywords to your ad group

8.     Best extensions to use for your google ads

9.   Additional Google Ads Optimization Resources

10. How to maximize the impact of your Google Ads ads and campaigns

11. Become a google ads specialist and an advertising agency

12. Retargeting with Google Ads concerns

Are you ready to make more sales?