A Beginner’s Guide to Using Google Ads‍

The year 2020 was life-changing for entrepreneurs and consumers in the United States. As lockdowns became the new normal, Americans saw a surge in e-commerce and accelerated digital transformation.

Internet users went from 290.49 million in 2019 to 297.14 million in 2020. Retail e-commerce revenue also experienced immense growth—from $516.5 billion to $644.4 billion—within the same period⁠.

The remarkable figures are projected to skyrocket in the coming years, prompting more and more businesses to expand in the digital space and invest in digital marketing. Based on the August 2021 CMO Survey, various companies reported a 14% proliferation rate in digital marketing budget spending between 2020 and 2021.

One of the most trusted online advertising platforms for marketers is Google Ads.

What is Google Ads?

Advertising can take a significant portion of your budget. According to Small Business Trends, small enterprises invest around 1% to 4% of their annual revenues into advertising.

For example, if your present sales amount to $1,000,000, your advertising budget will be about $10,000 to $40,000. That's a considerable amount! Hence, you should ensure that you spend it in the right places, like Google.

Google Ads, formerly Google Adwords, is a pay-per-click (PPC) online advertising platform launched by Google in 2000. It enables you to create and share well-timed ads via various electronic devices. More specifically, you pay to get your ads ranked at the top of the search results page depending on the keywords you want to target. Since it's a PPC ad, you only pay when someone clicks your ad.

What are the benefits of Google Ads for your business?

Your marketing strategy should be cost-effective. A significant reason why you should consider using Google Ads is that you can control how much you want to spend on advertising. You name your price and you're assured that Google Ads will stick to it. Apart from having complete control over your advertising cost, using Google Ads in your digital marketing strategy offers you the following benefits:

• It helps with lead generation: Google ranks first among the most visited multi-platform web properties in the United States, with at least 270 million visitors. If you set up your ad correctly, you can generate leads. There are two fail-proof tips for better lead generation using Google Ads. Focus on what visitors are searching in the search engine, then choose the proper keywords or phrases that you can tie to what your business offers.
• It's a flexible platform: Contrary to popular belief, Google Ads isn't only for big-name brands. It's perfect for all kinds and sizes of businesses, even startups. Plus, it has highly customizable features. You can turn traffic on and off whenever you want. Also, you can use it together with almost all other marketing platforms and software systems. Lastly, you can customize campaigns to fit your target audience's profile easily.
• It can generate a high return on investment (ROI): PPC optimization is essential to sustain your Google Ads campaign and reap high ROI. Besides properly using keywords and phrases, examine if you're serving your ad to the correct geolocation. To do so, go to "Settings," click "Location," and check "View location reports." Then adjust the location settings to include users who clicked outside your specific geotargeted location by going to "Settings," clicking "Location options (advanced)," and changing "People in my targeted location."
• It can produce fast and trackable results: Besides being specific, goals should also be measurable. Otherwise, you wouldn't know whether or not your ad campaign is successful. You can easily track your progress with Google Ads. The platform provides fast and transparent results. In particular, you can see the ads clicked, keywords visitors entered, cost of clicks, and other helpful information in the dashboard.
• It has a comprehensive traffic source: Increasing website traffic is every business's marketing objective. The more consumers get directed to your website, the more leads and conversions you obtain. However, ads can be annoying for being invaluable to consumers. Partnering with Google can give you a competitive advantage. The giant tech has millions of visitors because it's notable for displaying relevant content. With its massive customer base, your ad campaign likely gets noticed if you use Google Ads.

How to use Google Ads to market your business?

Investing in Google Ads may be the best decision you make as a business owner. When properly executed, you get to reap its benefits. Do you know what high leads and heavy traffic mean for your business? More sales and higher profitability! You can start using Google Ads in as little as eight steps:

1. Create a Google Ads account

Log in to Google Ads Manager. If you don't have it, visit Google and register for a Google Ads Manager account. Once done, navigate to the "Campaigns" tab, which you'll find on the left-hand vertical menu. Next, go to the upper-left-hand corner screen and click "Create." Lastly, select "New Campaign" from the drop-down options. You're now officially a Google Ads member!

2. Identify your marketing goal and campaign type

You can create a Google Ads campaign after selecting your marketing goal. Here are six marketing goals to choose from:

1. Sales - generate sales from Google Ads online, in-store, by phone, or in-app.
2. Leads - drive leads through ads that encourage a specific action, such as add to cart, subscribe, and sign up.
3. Website traffic - expand the number of visitors who visit your website.
4. Product and brand consideration - urge users to learn more about your products or services.
5. Brand awareness and reach - reach a wider audience.
6. App promotion - drive interactions and installs.

If you're unsure what to choose or the options don't match what you want, you can select "Create a campaign without a goal's guidance" instead.

After choosing a goal, you'll be directed to a "Select a campaign type" prompt. Click "Search" then "Continue." From there, select your conversion point. The options vary on the goal you previously set.

3. Choose your campaign name and advertising network

Only you can see your campaign name. You'll be using Google Ads in your next marketing ads. As such, it would be ideal for creating a name that can allow you to identify specific ads quickly. For instance, opt for one related to the product or service you're advertising.

After, select your advertising network. You can choose between search (text-based ads that appear on Google's search results page) or display (banner ads that appear on third-party sites).

4. Specify your geographic target area

On the "Audience Targeting" settings, pick the location or locations you want your ad to be displayed. You can limit your choice to the United States only or choose other or all countries. You can also enter specific locations, such as states or cities.

5. Set your budget and bidding

Since you're a starter, it might be best to set a low daily budget. Like, say, $10 per day. Keep a close eye on your campaign and adjust your budget weekly so you don't go overboard.

Next, select your bid strategy or the type of ad interaction you want. Conversions are recommended for newbies, but you can also choose conversion value, clicks, or impression share.

6. Write a compelling ad extension

Ad extensions refer to the additional lines of text displayed under your ad. They increase the efficacy of your ad by adding more real estate to it and offering users more options and value. The most selling part is that they're free!

7. Customize keyword themes

Adding keywords can be tricky for first-time advertisers. You may be tempted to add as many keywords or phrases as possible. Be brave and fight your impulse. Instead, focus on keywords or phrases that users are typing into Google's search engine bar.

You don't need to worry if you can't think well. Google will suggest keywords or phrases you can choose from that are connected with your website content. It will also inform you how popular your chosen keywords or phrases are.

8. Draft your ad

You're now down to the final step. Write your Google ad campaign, consisting of two 30-character headlines and a 60-character description. Make sure you draft a concise yet compelling ad since it will appear in Google search results. Here are some tips to guide you:

• Use your keywords.
• Consider applying local identifiers (e.g., business location) if you're a local business.
• Be clear with your offerings.
• Put a clear call to action.
• Include a promotion (e.g., free shipping, flash deals, discounts, etc.).

You'll be prompted to review and confirm the details of your ad campaign, including its launch schedule. After reviewing the details and making sure they're correct, click "Continue to Campaign." Google will check your ad, typically within 24 hours, to ensure it meets its guidelines.

Grow your business with Google Ads

Google Ads offers tons of benefits for your business. It's affordable and effective in reaching your target audience and generating more leads, conversions, and sales. Do you need a hand in creating and managing your current and future Google Ads campaigns?

Key Takeaways

E-commerce is the new normal, and it’s going to stay for a very long time. As an entrepreneur, you should go with the trend and invest in digital marketing. The best place to be is where majority of online users frequent—Google Ads!

With Google Ads, you get to:

• control your advertising costs
• increase your lead generation
• customize your ads to fit your target audience' preferences
• generate high ROI
• expand your traffic source
• track your progress

Using Google Ads for your business seems like a complex process, especially for a newbie like yourself. In actuality, though, you don’t need to be an IT expert to use it. Here are some steps to guide you:

• Sign up to Google Ads
• Fill in the necessary info, such as:
  • marketing goals
  • campaign type
  • campaign name
  • advertising network
  • geographic target area
• Set your budget and bidding
• Write a compelling ad extension
• Choose and customize keyword themes
• Draft your ad

Now’s the best time to incorporate Google Ads into your digital marketing strategy. Otherwise, you might miss out on its advantages.

Author's Bio

Melissa Harmon is a customer relations management professional with a passion for business and blogging. She has a degree in Marketing from NYU and is an avid reader. Melissa believes that the best marketing strategy is to provide great, personalized service that exceeds expectations.