Your business needs more leads and conversions. You decide to draw consumers to your website, product page and/or subscription link. How do you capture search traffic to achieve this? Google search ads may be the answer. Google paid search advertising is an effective way to reach your target audience at the moment that they need/want your product/service.
What is Google Search Advertising?
Google search advertising (also known as sponsored ads, search marketing, search engine marketing, pay-per-click marketing, and cost-per-click marketing) is a technique that displays ads in Google search engine results. Advertisers select a list of keywords that are relevant to their company/products/services and bid to have their ad shown when someone searches for those words or phrases. Google displays a results page with both organic and sponsored results. Advertisers pay to have their ads displayed above or below the organic results. The advertiser is not charged until someone clicks on the ad. Google search ads fine-tune audience targeting, optimizing your budget and giving your company the ability to serve ads to those most interested in what you have to offer. How often your Google search ads appear, their ranking and the cost-per-click will fluctuate with your Google Ads campaign Quality Score.
Types of Google Search Ads:
- Text ads, dynamic search ads and call-only ads are the most common kinds of ads on the Google Search Network. They appear with an “Ad” or “Ads” label on the search results page. They often show with ad extensions, allowing advertisers to include business details like location or phone number.
- Shopping ads display and/or link to products for sale. They're labelled as “Sponsored” or appear with an “Ad” or “Ads” label on the search results page.
- Image and video ads: Search partners can host image ads and video ads.
Reasons to use Google Search Advertising: There are numerous reasons to invest in Google search ads.
- Ensure a guaranteed spot on the front page of the search engine.
- Gain visibility by getting your ads in front of more users.
- Maintain/grow brand recognition.
- Easy tracking, allowing every ad, keyword and penny spent to be quantified.
- Ability to schedule ads and target them to specific locations and times.
- Access to each search engine's affiliate network, websites and products.
- To supplement organic traffic.
- Capture high-quality leads precisely matched to a user's search intent.
- Reach a small, specific target audience.
- Ideal if your product or service has a short sales cycle.
- Maximize a small advertising budget.
- Allows you to cater to a local market.
Does Google Search Advertising perform well? Yes, it does! Google ads:
- Capture high-intent users: Consumers encounter Google Ads when proactively searching for a product/service. Google Ad results receive 65% of clicks for buying keywords.
- Are cost-effective: Google ads show only when relevant, allow you to set limits on your spending and can be scheduled to appear at optimal times. For every $1 a business spends on Google Search Ads, they receive approximately $8 in profit through Google Search and Ads.
- Have credibility: Google is a trusted search engine. 63% of individuals said they'd click on a Google ad.
- Provide quantitative measurement allowing you to adjust your ad copy, bids and account structure to maximize your budget.
- Supply immediate results: Search engine optimization takes time while Google search ads give immediate results.
How do Google Search Ads work?
- Advertisers create ads using keywords.
- Someone searches on Google.
- If any ads are targeting relevant keywords to that search, an auction is triggered.
- Google enters all relevant ads into the auction, one per account.
- Quality Score and Ad Rank formulas choose the winners.
- Advertisers only pay when their ad gets clicked.
What do Google Search Ads cost?
Google Ads is a pay-per-click (PPC) platform. Advertisers pay when users interact with their ads. Your company can use Google Keyword Planner to estimate costs and find an average cost per click. Your ads' quality score affects whether your company wins the auction. Costs depend on how competitive the keyword is and the conversion you want to achieve.
How to create a Google Search Ad campaign:
Setting up an ad campaign takes just a few minutes. Open your Google Ads account and follow these steps:
- Set up a search campaign: Click the blue plus icon to create a new Google Ads campaign. Choose a campaign goal and select Search for the campaign type. Search ads are compatible with Sales, Leads and Website Traffic objectives.
- Choose campaign settings: Decide on a daily budget and choose a bidding strategy. Start with one of Google's recommended smart bidding strategies. Once you gather data, you can optimize your ad spend by setting a target cost per action (CPA) or switching to a manual bidding strategy.
- Select targeting options (locations, audiences, and languages): If you wish to create a search-only campaign, opt out of the Display Network. Otherwise, your ads will default to appearing across Google ad networks, not always an optimal use of your ad spend.
- Create ad groups: Add the keywords you want to target. Use separate sets of keywords for each ad group, allowing you to make your campaigns more efficient and your targeting more relevant.
- Build search ads: Input the main elements (headline, description, display URL) for the landing page. Ensure they make sense together and independently. Configure ad extensions to improve performance. Review and launch your campaign. Google's ad review process may take a couple of days. When the campaign is running, track metrics on your Google Ads dashboard.
Best practices for Google Search Ads: The following best practices help make a Google Ad campaign successful.
- Conduct keyword research: Determine the words/phrases your potential clients search for. Make sure they are relevant to your product/service and align with your marketing goals. Develop your ad groups/campaigns, utilizing your chosen keywords.
- Target keyword matches: Every keyword has a match type. Using the wrong one reduces results. Google search ads allow three keyword match types. It's helpful to add negative keywords to avoid irrelevant search terms.
- Maximize character count: Google search ads have strict character limits for each element (30 for each headline and 90 for each description). Use all the characters possible. Use them wisely! Create many versions of each element. Google will test the combinations and serve the winning one more often.
- Utilize conversion tracking: Drive sales, calls, leads and/or website visits by monitoring what happens when a user interacts with your ad. Set up Google Ads conversion tracking to gauge and optimize results.
- Periodically update search ads: Regularly monitor your ads to drive the best results. Review and update your campaigns every couple of weeks, particularly if you note a dramatic change in cost and/or conversions.
- Write effective, engaging ad copy: Your ad needs to be consistent with your website and your branding guidelines. Remain on brand. Ad copy should be short, specific and to the point. Make the most of your character limits.
- Create a relevant landing page: A landing page can generate leads or lose them. A relevant page is essential for retaining website visitors and encouraging conversion. Integrate keywords but don't overstuff the page. Place the keywords where they make sense.
- Use calls to action: Your visitors shouldn't have to hunt for a way to buy, donate and/or sign up for your service or product. Place calls to action on your landing page in locations your visitors can't miss.
If you're ready to create effective ads and improve your digital marketing strategy, consider Google Search Advertising. Use Google Search advertising campaigns to make sure you're reaching the right people at the right time. Aim to land at the top of the SERPs. Track your return on investment and adjust your ads frequently. Google search ads optimize your ad spend.
Interested in Google search ads? Need help with your digital marketing strategy? Call CAYK at (403)456-0072 or email CARE@CAYK.CA. Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact Us today.