Google Ads is a powerful tool for promoting a business. Sometimes, it is left out of the conversation because business owners place so much confidence in their social media, website, local SEO and other strategies.
Yet, Google Ads often trumps many of these strategies, especially for reaching new and more valuable customers. And, promoting through Google Ads happens quickly, so there’s no waiting around for your strategy to mature.
Businesses that invest the time and money into Google Ads see big returns that help grow their brand awareness, customer base and revenue. Don’t let a lack of understanding be an excuse for missing out on these huge benefits!
Why Google Ads?
When you need to promote your business, Google Ads can’t be ignored. If you need more persuading, here are a few reasons that Google Ads stands above the other tactics.
Target New And Relevant Audiences
Your business isn’t going to appeal to everyone. So when you promote your business, you want to focus on attracting new customers that have demonstrated an interest in your brand and its products/services.
Google Ads offers several targeting options that allow businesses to zero in on the exact audiences they want to attract. You can target by location, general demographics (age, gender, etc.), search behaviors, intent and much more.
Reach More People
Social media marketing is often restricted to only audiences that already follow your accounts. Retargeting these customers is great, but you want to expand your customer base, right? That’s where Google Ads comes in handy.
You can place marketing messages and ads in front of users that would otherwise be hard to reach organically. This really helps you spread your brand name and build that important awareness that leads to recognition and future purchases.
Audiences Are More Valuable
Relevant audiences are always going to be more valuable. Google Ads takes this a step further with its ability to target by search behaviors and intent. You can promote your business specifically to people that have demonstrated in-market behaviors or searched with obvious intent to act.
In-market behaviors occur when Google users make searches that relate to your company and its products. For example, if you run a flower shop and a Google user has searched “flower arrangements,” “mother’s day gifts,” and/or “what flowers are prettiest,” these behaviors demonstrate they are in the market for flowers.
User intent, on the other hand, occurs when these searches include key action words. For example “buy flower arrangements,” “send flowers for mother’s day,” etc. This takes that in-market behavior a step further and demonstrates that the individual is ready to convert right away. Thus, they are a high-priority, valuable target.
Getting Started With Google Ads
Starting your first Google Ads campaign can be broken down into seven steps. Google does a lot to make this process easy and painless. They have plenty of resources available to help new users with setting up their account and campaigns. You’ll definitely want to explore their library of help and support articles.
Step 1: Set A Budget
Technically, your first step is creating an account, but you’ve done this in the past and it really isn’t different from any other account signup process. Once your account is created, the first consideration is what will your ad budget be?
This budget will determine how much you’re willing to spend each day on Google Ads. You can set it as high or low as you see fit. It’s best to start low at first. When you have a clear understanding of what your conversion rates (percentage of people that actually purchase or otherwise act after clicking an ad) and returns are, you can invest in a higher budget.
Step 2: Location
This one is easy. You want your ads to display in your local area. Google will prompt you to tell them where to display ads. Just enter a location via name or zip code and save the setting.
You can also use radius targeting, which targets a radius around your business (within 10 miles, 20 miles, etc.)
Step 3: Choose A Network
Google has two different ad networks: the display network and the search network. The search network allows you to display ads alongside search results on Google. The display network, on the other hand, publishes ads on other websites that are relevant to your business.
To start, it’s best to stick to the search network. You can explore the Google Display Network when you have a better grasp on Google Ads.
Step 4: Choose Keywords
This is a step that you’ll spend a lot of time on. You’ll revisit it again and again. Keywords are vital to your success on the Google Search Network. Google will suggest a bunch of keywords to start. You can also explore the Keyword Planner tool for additional inspiration.
Pay attention to the match type of your keywords. Broad match, for example, will display your ads any time a user makes a search that is at all related to your keywords (no matter the order). This may get you lots of impressions, but a lot of your ads will appear in front of irrelevant audiences. You may want to opt for phrase or exact match, which requires that the keywords appear in the same order.
Step 5: Set Your Keyword Bids
It’s time to utilize your budget. Businesses using Google Ads pay when someone clicks their ads. How much they pay is based on what they bid. This bid enters an auction with other websites looking to place an ad for the same keyword.
Again, Google’s Keyword Planner tool is your friend. It will suggest appropriate bid amounts for your different keywords.
Step 6: Write Your Ad
Another step that is fairly straightforward. Search ads are comprised of five parts. First, you need a URL. Where will people go after they click your ad? This is also known as a landing page. Next, you need two headlines that will appear as the blue link that search users click, so make them enticing!
You need a description also, which will share more details beyond the headlines. Your description should be clear, concise and include at least one keyword. Finally, this description also needs to have a clear call to action.
Step 7: Manage!
Once your ads are approved and running, the process isn’t over. Your attention needs to shift to managing your strategies on Google Ads and finding new ways to improve your campaigns. This is an on-going step. The more attention you pay to your ads, the quicker you learn what works and what doesn’t, which will serve your future Google Ads campaigns.
These seven steps will help you successfully promote your business on Google Ads. Learning how to advertise on search engines can be challenging. But, if you take the time to research the various options, features and tools available on the Google Ads platform, then success will come!