If you’re a marketing professional looking for the best way to get into digital marketing, then Google Ads is an excellent place to start. Google Ads comes complete with a wide range of features, the ability to pinpoint your audience and develop highly effective text and display advertisements.
Here’s our comprehensive overview on how to get Google Ads up and running, as well as the tools included needed to run successful campaigns.
Setting Up Your Google Ads Account
The first step to getting immersed in the world of Google Ads is to sign up to the platform. This gives you immediate access to the many tools and functionalities that Google offers for digital marketing and paid advertising. Follow these steps to quickly and easily create your account:
- Choose the email you want to use for your Google Ads account, or create a new Gmail account specifically for this purpose.
- Enter both your email address and your website that you wish to advertise on the signup page available here.
- Click continue and sign in using your existing Google account to connect your new Google Ads account. Or create a new Google account for this purpose.
Once these three steps are completed, you’re ready to move forward and create your first campaign within Google Ads, which we cover in the next step below.
Managing Your Google Ads Campaign
Setting up and managing your first Google Ads campaign is an exciting process, especially for those new to this form of pay-per-click (PPC) advertising. The first thing you need to know when you create your ad is how much you’re willing to spend, the audience you want to target, and the bid you’d like to place. Once you have an understanding of the logistics of your first campaign, you can then create your first ad.
An ad should be matched to your keywords, your landing page, and make use of an actionable call-to-action. The price you’re willing to bid as cost-per-click (CPC) on your ad can also have a direct effect on the visibility and engagement your specific campaign receives. Once you’ve got the basics down, and you know how to create campaigns, you now need to understand how to make them effective. These next sections take a closer look at how to improve your Google ads to achieve your desired results.
Developing Effective Ads
Developing ads that are effective, and improve the clickthrough rate (CTR) to your website, are about far more than simply setting up a basic campaign and letting it go. For the average successful Google Ads campaign, a lot of extra work goes on behind the scenes to target the correct audience, create ad copy that’s engaging and relevant, and develop keywords that help customers find what you’re trying to promote. Here are just some of the elements that go into creating effective ad campaigns.
Developing keywords for Google Ads is more straightforward than you might think. According to Google’s requirements, keywords should be specific to what you want to sell or promote, and use variations to reach the best possible audience. Consider what potential customers will search for when they look for your product.
For example, if you sell raincoats for dogs, some of the keywords you could use would be:
- Dog raincoats,
- Waterproof coats dogs
- Yellow raincoat dog
The more specific you can be, the more likely that your target audience will find you. Keywords of two to three words are generally more productive, and having between 5-20 similar keywords is a great place to start.
Knowing your target audience is just as vital as creating the right keywords to help customers find you. This is especially true for local businesses, where location can make all the difference. In Google Ads, you’re able to set a specific area that you want to advertise to, to ensure your ads are reaching a relevant audience. If you’re selling surfboards in California, for example, promoting to potential customers in Ontario, Canada is far less likely to be successful.
Remarketing campaigns take the concept of targeted advertising to the next level. Through Google Ads, remarketing allows you to show ads to individuals who already visited your brand. In some cases, this is simply advertising to them because they viewed your website, but it’s possible to be much more specific. Through Google Ads, it’s possible to market specific products or services directly to an audience far more qualified than demographics can provide.
Google PPC Services from Make Your Mark
When it comes to online advertising, there’s far more to Google Ads than meets the eye. While understanding what goes into this inbound marketing strategy can be challenging, it’s more than worth the results to invest in ads today. Connecting with your audience is easier than you might think. These digital marketing tips for Google Ads can help.
To learn more about how advertising can benefit your business, contact the team at Make Your Mark. We’ll help you develop a PPC strategy that fits your digital sales goals and budget. Check out our Google PPC services for more details.
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