We bet ten dollars that you’ve said this exact phrase: I want to be first on Google.
Because appearing first in Google’s search results tops the wish list of most businesses, competition is a given. The way we like to explain it is that you can make it to the top in one of two ways:
- Produce web content that ranks high in Google’s algorithm (a.k.a. valuable, relevant, keyword-rich content that people actually want to read).
- Invest in a Google Ads (formerly Google AdWords) campaign.
Producing quality web content can take time, money and skill. While the content marketing team at Concentrek believes that you should definitely be creating content for your customers, that’s a process that might not always lead to immediate rewards. In the meantime, it’s still possible to get your ad on the front page with Google search results. You may also want to give your search engine marketing (SEM) a boost. That’s where Google Ads comes in. Read on to learn more about what Google Ads is and how your business can benefit from utilizing it.
Google Ad Campaigns
Understanding how Google Ads campaigns work can help you get the most out of your ad campaigns. There are many aspects to consider, from choosing your budget to choosing your ad type. Follow these helpful steps to ensure a successful campaign.
Step One: Choose Your Search Terms
When using Google Ads, you choose specific keywords and search terms to include in your campaign. When deciding on these search terms, you will want to think of what the customer would search. This means that you may not use the technical words that you yourself are accustomed to using.
Before choosing the search terms to use in a campaign, we recommend taking a look at your site’s current analytics. What is currently driving traffic to the site and what isn’t? Assessing which terms and keywords are working and which aren’t will help you to create a better-performing campaign.
Step Two: Consider Your Location
Google Ads also allows you to target the campaign within a certain geographic location. For example, if you are a local bakery creating a Google Ads campaign for the search term “graduation cakes,” you will want to specify the location of your shop, as only customers within a certain distance would actually visit the shop to purchase a cake.
Step Three: Select a Budget
When choosing a budget for a Google Ads campaign, you are able to set a per-click maximum bid and a daily budget—that’s where Google’s bid system comes in. Depending on your type of campaign, Google’s tool, bid adjustments, allows you to choose when your ads are being shown based on where, what time and how people are searching for something. The basic types of bid adjustments you can make include devices, location, time of posting and demographics. You are able to set your adjustment by percentage, and you can increase or decrease your bid percentage based on how well your ad is doing. If mobile devices are seeing more engagement with your ad, you can increase your bid percentage for further exposure on mobile.
When you purchase ad space, you can choose the frequency of appearance to better market toward the right crowd. The good news is that you don’t always pay the maximum bid for each click—you just have to have a higher Ad Rank than the competitor. Also, by setting a daily budget, you can ensure that you will not spend more on the campaign than you are prepared to.
If you’re just starting out with Google Ads, Concentrek recommends starting small and increasing your budget as needed. This will allow you to become more accustomed to the process and analytics before a significant ad spend.
Step Four: Choose Your Ad Type
With Google Ads, there are four types of ads you can utilize to optimize your brand’s presence. You’ll want to weigh your budget and objectives when choosing your ad type, as some can be pricier than others. You don’t want to pay for ads that reach people who are not interested in your brand, and Google Ads works with you to ensure you are getting the best possible audiences for the right price.
Search Ads
When people use Google, they often interact with links on only the first page of search results, and 93 percent of online experiences begin with a search! With Google’s search ads, you can get your business on the front page above search results. You want to include prominent keywords in your ads so they appear at the top of search results related to your business. Plus, with the Google Ads budget system, you can decide how much you want to spend on each ad campaign.
Display Ads
Google Ads also features display ads that are displayed on a network of over 2 million websites and over 650,000 apps. You can choose where you want to run your ad—most likely on websites that coincide with your brand properties. You can even customize display ads based on demographics and interests. Display ads include text, an image and a URL.
Video Ads
Google Ads works in connection with YouTube, so you can create video ads and upload them to YouTube to showcase your brand in searches that are related to your ad. If you are trying to reach a certain demographic, you can pair your ads with videos that share a similar tone with your brand. Pre-roll advertisements, also known as in-stream ads, are a great way to give viewers a short clip of your product, raising brand awareness and helping drive traffic to your website by including a link.
App Ads
You can now advertise your app with Google Ads through iOS and Android app stores, Google Search, YouTube and Google Play, helping you reach a wider audience. Looking to get more installs, or encourage in-app actions, like passing a level or making a purchase? Google Ads can tailor your app ad toward the best audience. When keywords similar to your app are searched, your content—including screenshots, video and text from your app—will be advertised. As always, you can decide your budget per ad and where you want to run them.
Step Five: Create Your Ads
When writing your ads, you want to utilize the search terms you’ve chosen from keyword research, as these are the most common terms people are using to search for your product or service. Tailoring your message to the relevant audience can help guarantee the best possible crowd will see your ads. For an even more unique ad, include any promotional deals or specials you may have going on. Don’t forget to include a call-to-action, asking people to visit your page or shop now for the latest deals to help further your engagement.
Step Six: Evaluate Your Google Ads’ Performance
When you are evaluating the success of Google Ads, it is important to keep in mind the goal of your campaign. Many strategies are centered on increasing website traffic, raising brand awareness or leading to increased conversions. Be sure to stay focused on the goals when you’re taking a look at the results.
With Google Ads, evaluating the performance of your ad has become easier than ever. Google Ads offers fast and easy tools to track your ad’s performance and show you where they are gaining the most traction and where they aren’t. This can help you better understand your demographic audience and where you should be marketing to better help your business grow.
Starting a Google Ads Campaign
If you’re ready to start a Google Ads campaign, there are a variety of support articles available on industry websites and blogs. Just type your Google Ads-related question into Google, and it’s likely you’ll find an article that will guide you in the right direction. You can also access the Google Ads Help Center. Believe us, Google wants to help you: it’s in their best interest!
We at Concentrek want to work with you, too! Give us a ring at 419.244.9000, or send us an email! We create and manage Google Ads campaigns for clients and provide reports that are easy to understand. In other words, we’ll do the technical work and then tell you how your campaign is performing as a result.
