Tech Giant Google is the leading search engine in the world, with 4 billion daily search queries. It is also the number 1 visited website with a little over 45 billion visits per month.
Google launched its advertising platform, Google ads, formerly known as Google Adwords, in 2000. Since then, it has been a significant advertising hub for business owners and brands worldwide.
In this guide, you’ll gain a solid understanding of what google ads are, why google ads are essential, and how you can grow your business with google ads.
What is Google Ads?
Google ads is an online advertising service provided by Google that allows business owners and brands to promote their services and products.
It is the world’s most trusted PPC (pay-per-click) advertising format, which means that you, as an advertiser, pay every time someone clicks on your ad.
Have you ever wondered why the first result on Google SERP looks a bit different from the rest?
That is because they’re ads.
Google ads allow advertisers to place their ads at the top of the SERPs.
You’ll notice that the first search result has the word “ad” written in bold; this indicates that this is a paid result. The following results without the word “Ad” are called organic results.
Is Google Ads worth it?
To answer this, let’s look at some numbers
- Google owns 91.42% of the total search engine market share. (Hootsuite)
- 80% of companies use Google’s PPC ads. (WebFX)
- 39% of purchasers were influenced by a related search. (socialmediatoday)
- 49.5% of internet users use search engines to search for brands. (Hootsuite)
- 182 billion US dollars were spent on Google search ads annually. (Hootsuite)
The importance of Google ads lies in the fact that it is a trustworthy global advertising platform with access to billions of users, some of whom are your target audience.
Discover how our AdWords management agency can provide you with high-quality profit converting Google AdWords management services.
Why Use Google Ads?
As we mentioned, there are two types of results on Google’s SERPs, paid and organic.
Organic results don’t cost anything; Google ranks and places them according to their value and content.
Ideally, every business would like to be placed on the top organic SERPs, but that is not easy. It is a long-term strategy that involves SEO optimization, high-quality content, and an effective backlinking strategy.
So, How Can Google Ads Help Your Business?
Google ads can help accelerate your results and rank you at the top of the SERPs.
That will allow you to lead your customers down the sales funnel and grow your business with Google Ads.
With Google Ads you get more visibility leading your potential customers to click, convert and become loyal customers.
What are Google Ads Campaigns?
Google Ads offers a variety of campaigns and goals to meet your marketing goals, strategy, and advertising needs.
1- Search Campaigns
In this type of campaign, you’ll create a text ad. This ad contains:
- A headline or more to display the product or service
- A display URL with your website’s address
- A description: this is used to highlight details about the product or service.
Note: When writing the description field, showcase your products and services and highlight what makes you unique and competitive. Use at least one keyword in your headlines.
Upwork’s search ad effectively uses relevant keywords, answers the search query, and uses informative headings.
Search campaigns are an excellent and direct way of driving sales, leads, and traffic to your website.
2- Display Campaigns
Display campaigns enable you to create engaging visuals (png, GIF) on Google’s display network; this allows you to reach people through websites, applications, and properties owned by Google (such as Gmail and Youtube).
Display campaigns are great for increasing awareness and reach; they can generate sales and leads if an engaging call to action is used.
Fiverr provides an excellent example of display ads. The use of bright color, simple text and a different color for the call to action is attention grabbing.
Note: To be eligible for display campaigns, you need to enable conversion tracking( a tool that allows you to track customers’ activity on your website or application). You also need to meet the conversion-based eligibility requirements set by Google ads.
3- Shopping Campaigns
If you are a retailer looking to sell products or services online, this would be the ideal campaign for you.
Shopping campaign ads appear on the search results and Google Shopping tab.
Shopping ads display relevant products at the top of the SERPs.
Note: To run a shopping campaign, make sure you first have a Merchant Center account so that you can upload your inventory of products.
4- Video Ad Campaigns
Video ads campaigns refer to ads on Youtube. For detailed information on Youtube campaigns, check this article here.
Google Adwords Management Tips & Tricks
Here are some tips to help you get started with Google Ads.
1- Keywords
Choosing the right keyword for your business is essential in creating an ad.
An essential tip is avoiding broad keywords and using more specific targeted keywords for better results.
For example: if you sell car parts online, you might be tempted to target the generic keyword “car parts.” But that would be a mistake; instead, look for a more refined keyword like “buy car parts online Egypt.”
That is called a long-tail keyword; it is a longer, more specific search query that digital marketers favor for 2 reasons:
1- It narrows down the target audience.
2- It has a higher conversion rate.
Expert Tip: Professional digital marketers use Google ads to test different keywords; this gives them insight into whether these keywords generate the outcomes needed or not.
2- Bidding and Budget
Google ads run on a bidding system. After you’ve narrowed down the keyword or keywords you want to target, you have to set a maximum bid limit. That tells Google how much you’re willing to spend per click. The higher your bid is, the better your chances are at ad placement.
Note: If you run a medium-sized or small company, bidding on high-volume keywords is not the best strategy as it will cost you much money. It is wiser to start bidding for medium-volume keywords.
How does Google charge you for Google Ads?
1- CPC: cost-per-click; this means that you only pay when someone clicks on your ad
2- CPM: cost per mille is the amount you pay per 1,000 impressions
3- CPE: cost per engagement is the amount you pay when someone clicks on your call to action.
Which should you choose?
The answer depends on the campaign type and what your objectives are. However, the most famous and preferred is CPC.
3- Targeting
Google allows you to target audiences based on
- interests and habits
- Demographics
- User search history
Another form of targeting that Google offers is called ‘Retargeting’ or ‘Re-marketing.’ You can retarget users who have previously interacted with your website, application, or ads. That is an audience segment who have already shown interest in your products and services and are likely to return.
4- Experimenting
Experimenting or Split ad testing is a feature on Google Ads that allows you to experiment with your ads.
Your original ad content is called ‘base campaign,’ and your experiment is called the ‘trial campaign.’ In the past, they were called A and B trials.
That is a powerful tool to test different settings, tactics, or content to see which drives better results.
Google allows you to select up to 2 goals and metrics for comparison.
You can also choose how to split your budget between the base and trial campaign.
It is always best to do a 50-50 split to earn enough data so that you can make a better decision.
Note: You can only do split ad tests for search, display, and video campaigns.
5- Quality Score
Just as Google ranks websites according to specific criteria, they do the same with your Google ads.
For each ad you submit to Google, you get a quality score.
What are Google’s Quality Score criteria?
- Ad quality: Google looks for high-quality content and copy.
- Keywords: Google makes sure you’re using keywords related to the search query and your content.
- Landing pages: Google looks for a high-quality and straightforward design. The landing page also has to reinforce the same selling point in the ad.
Your ads must be informative, relevant, and engaging to get a high-quality score. Most importantly, they have to match the search intent.
Why do Quality Scores Matter?
If you get a high-quality score, then that can lead to lower prices and better ad positions.
Expert Tip: Another way to measure the effectiveness of your ad is to check your CTR (click-through rate). A higher CTR shows that your ad performs well, has relevant keywords, and matches search intent.
Final Thoughts
Google Ads has to be an integral part of your overall digital marketing strategy besides other marketing activities.
As a certified Google Partner, Be Group will help you create your Google Ads campaign from the ground up and maximize its success.
Extend your reach and grow your business with google ads; become a partner with Be Group.
Further reading : best digital marketing Agencies in Egypt 2022
Sources:
https://www.internetlivestats.com/google-search-statistics/
Digital 2022 – Social Media Marketing & Management Dashboard – Hootsuite
80 PPC Stats Every Marketer Should Know For 2021 | WebFX
60+ SEO Stats to Help You Rank Better in 2019 [Infographic] | Social Media Today
