Google Ads

You can span to different social media channels via Google Ads. There’s an expansive reach, which allows you to attract more potential customers.

Are Google Ads Working?

Here are a few statistics to support your answer. With a click-through rate of 8 percent, you have the probability to reach up to 180 million impressions per month. About 65% of the purchasers are obtained from Google paid ads. There are about 43% of customers who buy things from YouTube Ads. This concludes that Google Ads work for real and a high-ROI marketing campaign can result in good ideas.

Why Google Ads should be preferred?

Google is the most used search engine and receives about 3.5 billion search queries in a day. It’s been about 2 decades that now the platform has gained seniority on the advertising platform. According to Google, for every $1 spent, $8 is earned. This is a great reason to consider Google advertising.

If you are not convinced, then you must know that your competitors are using Google Ads too. Also, if they have rankings available, your business will drag down without the services. You have to buck up to escalate your business.

If you are wondering why Google Ads are not working, here are some reasons to consider:

Broad keyword terms: Nail the keyword strategy by tweaking and testing the keywords. With broad keywords, your ad is visible to the wrong audience. This means you pay more for fewer clicks. As a part of your strategy, you must review what’s working for your audience.

Irrelevant Ads: Ads that are irrelevant to searcher do not get many clicks, also, your expense is not justified. Your headline and ad copy should match with the keywords that a person bids on. This combination will yield the results. All you have to do is trying to tweak them to determine what works best. You can use responsive search Ads features.

Low-Quality Score: Your quality score is determined by Google and how the ads will rank. With better ranks, you get higher placements. When the quality score is low, fewer customers get attracted to your ads. Google can only tell your score; you can try improving it with your skills and strategies. There’s a seamless transition through conversion.

Poor Landing Page: If you want a great business, you must keep the user experience to its best. You must have a great landing page. Also, you should take care that your page is optimized to receive the answers to client’s questions. The page should be able to solve the problem of the clients and users should have a smooth transition through the conversion. It is necessary to review the landing page and implement the best practices.

You can set up and manage the Google Ads with the common terms used above. There are Google-specific terms as well as terms that are related to PPC. You must have the knowledge about them to run the effective ad campaign.

Quality Score

The quality of your ad depends on this score. It is determined by the click-through rate. This will let you know the relevance of the keywords and how good your landing page is. It helps in determining the AdRank too.

AdRank

Your AdRank determines the Ad placement. A higher value gives you a better rank also, you have more potential customers. The Adrank is a product of maximum bid multiplied to quality score.

Bidding:

An advertiser has to select the maximum bid that they will pay for the Ad. Higher the bidding price better is the placement with three options: CPE, CPC, CPM.

CPE is the amount to pay when a person takes predetermined action through the ad display.

CPC, cost-per-click, here you pay for each click on the Ad.

CPM cost per mille, this is the amount paid for each one thousand ad impressions.

Bidding Strategies:

In the bidding strategies, you have to look forward to selecting one from the given campaign types i.e. video, display or search.

Search ads or text ads – Displayed on search results on a Google search results page.

Display ads or image-based ads – Web pages that lie within the Google Display Network.

Video ads – They appear between 6 to 15 seconds on YouTube.

Click-Through Rate

The ratio of the clicks and views that your ad gets determines your click-through rate. Higher CTR suggests that you can target the audience with the relevant keywords.

Conversion Rate

The ratio of form submissions to total visits determines the conversion rate. A higher CVR suggests that you have a landing page offering great user-experience. This also means that the promise of the ad is being met.

Display Network

Google ads are displayed on result search pages or Google’s Display Network. GDN allows the spaces on the webpages. These ads can be in the form of text, images, etc.

One of the most popular displays Ad options are app campaigns and Google Shopping.

Extensions

In Ad extensions, you can supplement the ad to provide additional information at zero additional cost. These can fall under five categories: Call, Location, Offer, App, Sitelink.

Keywords

With the suggested keywords, a user’s search is enhanced. You can review your potential audience requirements and accordingly be available for their queries. For ex: a user searches for “how to find the best doctor”, they will see results for advertisers who targeted keywords like “best doctor”.

Similarly, there’s a list of negative keywords. These are the keywords where the intended search items should not list.

PPC

Pay-per-click, or PPC, is one of the most popular types of advertising techniques. Here an advertiser pays for each click. This is the most common type of paid campaign.

How Google Ads work?

Google ads are displayed to your potential customers. Advertisers can bid on the keywords via selecting a campaign.

Quality Score With AdRank

The quality score determines your AdRank, which in turn determines the placement of your Ad. As mentioned above, you can understand a clear relevance between Quality Score, AdRank and CTR.

Your first intention towards establishing a good Google Ad Campaign is to improve your QS. This is your priority as higher the QS gets you better ad placement.

Ad Campaign Types:

There are three campaigns and out of these three, you can select any one that suits you best. Their optimal use is discussed below:

Search Ads – These are text ads that are displayed when a user takes information first approach. As soon as the users see your ads, they click on it (depending on the rank of your ad).

Responsive Search Ads – These ads are formed with multiple headlines and ad copy variations. They select the best performers to display to the users. These ads work in a dynamic form and have the best-suited target audience approach to get the most clicks.

Display Ads

Google display network allows different industries to promote their display ads. The website owner is paid each time for the clicks. This allows them to bring forth the content and align with customers having a matching persona. These usually image ads to draw user attention.

Additional options include shopping and app campaigns. These are displayed on Google search engine results.

Video Ads

Video ads are usually displayed before or after YouTube videos. Know that, YouTube is a search engine, too and with the right keywords, you can place your Ad there. This is a good technique to grab a user’s attention.

Location

Having an e-commerce store can give greater business with precise location. It is easier to reach you because you’re simplifying the accessibility.

Keywords

Keyword research plays a pivotal role in paid ads as well as for organic search. Your keywords should match searcher’s intent exactly. When Google matches your ad with search queries, your ad is selected and displayed based on the keyword input. Each ad group created within a particular campaign will target the audience and a small set of keywords and accordingly display the results.

Match Types

There are match type searches too. It expands the search results and you can choose from the following:

Broad Match – Default set match that works within a keyword phrase. For Ex: Best Cabs In London will match “Best Cabs” or “Cabs London”. This way certain words can be matched when a user enters a query.

Modified Broad Match – Allows locking keyword phrases with a plus sign. For example with “+best ballet in Mumbai” can offer results for “ballet”, “ballet for children” or “ballet for adults”.

Phrase Match – This includes your keyword and helps in receiving the results in exact order but with additional words before or after the words. You may search for “Yoga Classes” and receive results for “Popular Yoga Classes” or “Yoga Classes in India”.

Exact Match – This maintains the keyword phrase in the exact order. For example, “Best Ballet Classes” will not show up if someone types “Ballet Mumbai” or “Best Ballet”.

Headline Description

Your ad copy can create a whole lot of difference between you and your competitor. It is necessary to match the results of your searcher’s intent. When you find the alignment, seeker gets your product as their clear solution.

Ad Extensions

The extensions fall within one of the categories:

Sitelink Extensions (To extend your Ad) – You can embark an authority offering additional links and enticing reason to click on the links.

Call Extensions – Simplifies the accessibility and it is easier to reach out to you. With a customer support team, you can increase your leads when people connect with you via calls.

Location Extensions – Businesses who want people to approach then within the shortest time must use this option, as location supports the results when seeker searches for a query with a suffix - “near me”.

Offer Extensions – One can grab user attention by promoting more about their offers. Audiences take more interest in your deal when you offer discounted prices as compared to the competitors.

App Extensions – To improve the user experience you can provide the link of your application. With enhanced navigation and less friction, people will find more interest in your services and app search.

Google Ads Retargeting

Retargeting, or remarketing, in Google Ads this is a technique that allows you to interact with people who interacted with you but did not make any purchase. You can lure these audiences and create a lead with them.

Setting Up Your Google Ads

This is a quick and easy way to set up advertisements. You are provided hints along the way as soon as you click “Start Now” on the Google Ads website. This Setup will take approximately 10 mins if you have the copies or ad images ready with you.

The steps to take for setting up the ads:

Link Google Analytics

This will simplify for you to track the conversion, traffic and receive the goals with unique metrics. You can analyze the reports between channels and campaigns to see the progress.

Add UTM Codes

UTM codes or Urchin Tracking Module (UTM) codes make it easier for you to associate the activities taking place on a particular link. This also implies to convert the most effective parts of the campaign. You will experience optimized ads and will know what exactly works for you.

Adding the codes at the campaign level will help you escape from the manual effort to provide it for each link. Else you can use UTM builder for the same.

Conversion Tracking Setup

With conversion tracking, you can gain insight into the exact number of customers that have been converted. It is not necessary, but without this setup, you may end up guessing the progress, which is an unlikely step in serious business practice. You can track sales, the number of application installs, calls, etc.

Integration Of Your Google Ads With Your CRM For Organized Data

By integrating the Google Ads with CRM you can easily keep the data in one place. Here you can track, analyze and report the data. Also, lead flows can be easily determined with this integration. Don’t you want to track the leads for the audience and continue effective marketing? You must grab the feature now.

Google Ads Bidding Strategies

Once ad campaign setup is ready you must also get the tracking done at one place. This is the perfect time to start to bid. Your skill to bid will determine the success of your business. Keep in mind the budget as well as your business goals.

Automated vs. Manual Bidding

strong>How these two types of bidding work are essential to understand:

With automated bidding, you get the results based on your competitors bidding. This helps you in comparison. However, you can always set up a budget so that Google can work for you within that range. You may still win a good deal along with the constraints applied.

Manual Bidding allows you to select bid amounts for your ad groups and keywords. This way you can choose to reduce on low-performing ads.

Bidding on Branded Search Terms

The terms that are directly linked to your brand or product is the branded term. This will help in yielding organic results. Also, the seekers will get the exact results that they are looking for. If your brand name is popular, this feature will work wonders to improve user-experience as the effort of scrolling is eliminated.

Not taking a step, will let your competitors win the bid and take their business to a position that belonged to you.

Cost Per Acquisition

This strategy is meant for people who find uneasy to pay for converting the prospects to leads. This bidding strategy could cost more but you can track and justify the expense only when you acquire a customer.

Additional Resources To Further Optimize Your Google Ads

Getting a user-click on the ads just begins the process; you must have an optimized landing page for conversion. Lastly, you must have a welcoming website to help the user in the upcoming steps.

Listed below are the additional resources to set up the Google Ads Campaign:

Landing page best practices are important to learn so that you take advantage of every user-click.

With a “Thank You” page you can tell the users or new leads what steps to take next. You have to optimize it and engage the user-interest there.

With the right techniques for Mobile Google Ads, you can attract good traffic that is engaged in smartphones.

When Quality Ads turn into successful conversion, they are put forward as examples for getting the techniques right. This gives your business more authority.

With optimized Google Ads cost you will know how to work with the amount to get the best ROI.

Getting Your Campaign Started

Google Ads are a part of your strategy to raise your business reach. The tips covered in the article can be used to kick start their business and remember to refine and iterate the strategies to suit in the best possible way. Every Ad campaign can work if they are put to the best use. You must know how to create a successful campaign by knowing your business to its depth and understanding your goals.