Have you ever searched for something on the internet, only to have an ad for a similar product or service pop up within a few minutes? Google Ads is most likely the reason.
Google Ads, formerly known as Google AdWords, is a system used by Google by which they are paid by companies every time someone clicks on one of their ads, known as pay-per-click or PPC. The cost for PPC varies depending on the popularity of the keyword or phrase used. For example, someone clicking on an ad for the keyword “lawyer” might end up paying $0.19 per click or $700 per click, depending on what the ad is targeting.
Making sure you understand how to use Google Ads and make them effective is key to your business’ success.
Explanation: Why consider Google Ads?
Globally, more than 80% of businesses, large and small, use Google Ads. Sixty-five percent of those ads resulted in clicks. Clearly, running at least some Google Ads is going to help your business.
So let’s start at the beginning. There are five types of Google Ads:
- Search ads – these are just text. When you search, those results at the top of the list are most likely ads. They’ll say “ad” next to them.
- Display ads – these have images and can appear on websites you visit.
- Video ads – as advertised (no pun intended), these are ads that run on YouTube, also a Google product
- Shopping ads – the little boxes that appear at the top of your search results with products for sale similar to what you’re searching for
- App ads – Ads that appear within apps themselves
There’s also a new product called Performance Max, which combines all of these elements and presents to the searcher the one they’re most likely to click on.
Go Deeper
Ok, so now you’ve decided to start using Google Ads. How can you make sure you’re getting the best results for your ad spend? There are five keys to successful Google Ads campaigns.
- Do your keyword research
We talked in a previous newsletter about keywords. Doing research into which keywords best represent your product or service is essential. Add into the search results those keywords that don’t cost an arm and a leg. Of course, if you have a bigger budget, have at it, but Search Console and SEMRush can help you with which keywords are going to be the most economical while still giving you your money’s worth.
- Make sure you’re representing your brand consistently
Don’t confuse searchers with inconsistent branding. What does that mean? Before you engage in a Google Ads campaign, make sure you know what you want to say about your company and how. Create a brand guide that includes your mission statement, your logo, and the colors you want to use across all your communications, even down to the typeface. By being clear on what your brand mission statement is and how you want your brand represented, you can ensure searchers won’t confuse you with anyone else.
- Make your copy clear
Make sure your message is clear and to the point. A simple message in a search ad is your best bet for attracting the most clicks. Most people don’t read beyond the headline, so making your copy complicated will only detract from your brand message.
- Start slowly
While keeping your content simple, keep your beginning campaigns simple too. Don’t try to reach the stars; just try to reach that one customer who is sure to buy your product or service. Try running two different campaigns as an A/B test to see which performs best. Give it about two weeks and check your results. Has one campaign brought more phone calls or interest than another? What about your statistics in Google Ads and Google Analytics? The one that’s producing the most interest is the one you can go forward with.
By applying these four simple steps, you can ensure you’re using Google Ads in the best way, making the most effective use of your dollars and your efforts.
Big Picture Takeaway
Google Ads is a great way to get your business noticed. It’s easy, though, to get overwhelmed by things, so keeping in mind four simple steps will help you as you navigate through setting up your first campaign.
Likely Impact
- A larger audience for your product, service, and website
- A higher position in search results
- More quality leads
The Bottom Line
Especially when starting out with Google Ads, it’s important to know the ins and outs of setting up a great campaign. To do that, you need to know the difference between the five types of campaigns. You also need to have a clear mission statement for your company, a great logo, and clear, consistent branding and copy. With these things in place, even a small budget can go a long way toward bringing in more, higher-quality business.
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