How to get started on Google Ads Search in less than 30 minutes
Google Search is the most popular search engine on the planet right now. With up to 97% of all searches going through Google, it is now the place to be if you want to be found by people searching for goods or services that you provide.
But how to go about it?
One of the easiest and quickest ways to get found is through Google Ads. They are essentially paid slots within the search results. Ideally, you would want to have your ad place within the top 3 results as Google indicates that over 70% of searchers visit these results.
Here is how you are going to do that:
The first and obvious step is signing up for Google Ads. Once that is done, set up a campaign.
For the purposes of this walk through, select either leads or website traffic depending on your goal and select search.
On the next screen, you will need to name your campaign. For ease of setup, we would recommend to deselect Display Network. The Display Network is based more on media such as images or videos, which will be covered in a separate article.
Scrolling a little further down, you will need to input details on the country you would like to target and the languages that your target customers speak.
A little further down, you will need to input your budget and bidding strategy. For ease of setup, leave any additional/advanced settings to their default value as these are chosen by Google based on similar campaigns.
The final step is the setup of extensions. Extensions provide additional information on your ad that generally lead to more clicks or conversions than they would if the ad was without them. Extensions need to be used carefully and strategically for coherence within the ad so as to not provide information that may not be related to specific ads.
This being said, the most straightforward and constant extension would be the phone number extension as the phone number of the business would almost never change no matter the ad. Setting this up is a very straightforward process. Once more, leave any defaults as-is.
With the campaign set up, you are ready to roll with the ad group. An Ad group, in very simple terms, is an ad for similar search terms. E.g if you wanted a specific ad for men’s shoes and a different ad for women’s shoes, you would want two adgroups. One for each type of shoe.
To set up the keywords in an adgroup, navigate to the “Tools” tab found on top right hand corner, you will find “Keyword Planner”. Open this in a new tab.
Select “Find New Keywords”. Select your region and put in your service or keyword to get suggestions. You may want to sort by number of searches to find the top searched keywords (Quick Tip: Although this is certainly the easiest way to get your ad seen and clicked on, it does not necessarily guarantee sales).
Within the results, you will find some very insightful information such as the average monthly searches and what the cost of a click would be if your ad were to secure one of the top spots. This will give you an idea of how many clicks you can expect (e.g if you have a daily budget of $20 and the Top of Page bid (High Range) is $2, you can reasonably expect that you will not get more 10 clicks per day if you secured the top spots). Of course, depending on other factors such as the quality score of your ad (how relevant your ad is to people searching for keywords), you may end up paying lower and getting more clicks.
Once you have gathered your list of keywords (remember that they must be very closely related for the ad group to make sense), copy and paste them onto this tool. The tool converts keywords into various match types. Match types are essentially the rules that Google will follow in regards to your keywords. For example, in a particular match type the keyword(s) “men’s shoes” are treated as two separate words which means that your ad could potentially show up if someone type “how to compete in men’s bodybuilding competitions”, which may not be the ideal audience for your ad.
Ensure that only “+Broad +Modified” and “Phrase Match” are selected (should be dark orange). The Broad Modified ensures that your keywords chosen are respected but can be used in any phrase. E.g if you use +mens +shoes, your ad would show up if someone typed “men’s shoes near me”. This also prevents your ad showing for a search like “What is a size 42 shoe in US?”.
Go back to Google Ads and set up your ad group. Paste the results from the tool into the keyword section. You will then be directed to write your ads.
Ideally, your ads headlines will contain your good/service (e.g if the ad group is for men’s shoes, then men’s shoes must be in the headline) and a call to action (e.g contact us today). Your descriptions are there to provide you with the opportunity to provide a bit more detail on your good or service.
Bear in mind, that the final URL must direct the user to a page that’s closely related to the keywords you put in your ad group else you may get penalized and not be in the top 3 results or alternatively be paying much more than you need to for the same result.
Some quick tips on how to avoid wasting money on Google Ads:
One quick tip is to set up negative keywords. These are words that you don’t want associated with your keywords. This will prevent you from getting clicks from people who may not be interested in your product. An easy example of a negative keyword is “how to”. Someone searching “how to fix men’s shoes” will definetly not be looking for a website selling new men’s shoes and although they may click on the ad, you would end up paying for such clicks but without necessarily getting any sale or revenue from this.
With this, you are ready to begin on Google Search. However, if you are spending more than $250 monthly, you may want to hire a Google Certified Expert to set up and monitor your campaign to ensure that there is zero wastage of advertising budget and that your campaigns are always running at optimum levels.
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