It’s no secret that online advertising can help you absolutely transform your sales. The ability to find and consistently target consumers online has already helped so many businesses like yours find success across the internet.
However, here’s the best part about running online ads:
100% of the best who see your ads are already looking for your products or services.
Imagine that: waking up tomorrow in a world where every single consumer who sees your brand is interested in purchasing. That’s the reality that Google Ads offers. More than social media marketing or SEO, more than online newsletters or email marketing, online advertisement through Google Ads allows you to target exclusively to interested parties.
Of course, you’ll only be able to successfully target a 100% interested consumer base after you’ve taken the time to create, launch and thoroughly optimize your Google Ads account, something that doesn’t happen overnight. And until you reach that point, you’re missing out on potentially thousands of interested individuals every day, who would have clicked on your ad and purchased if they only saw it. In fact, customers could be searching for your right now and you’d never know about it!
If you’re ready to begin transforming your sales process and funneling thousands of interested consumers to your website overnight, we’re ready to show you how. From account conceptualization through optimization, we’re going to take you through each step below in complete detail.
Or, why not trust the pros? Our in-house paid search specialists are standing by to help you scale your business like we’ve done for so many others.
Learn how we can help you sustain profitability through online advertisement.
Quick Google Ads Terms to Know
Proficiency in Google Ads means understanding the basic tools and terms used to help your business succeed. Taking the time to familiarize yourself with platform terminology and basic metrics will make all the difference once it’s time to start spending. We’ve taken the time to outline basic Google Ads terminology below, in alphabetical order:
- Ad Group – A collection of one or more ads, titled to segment and show ads according to theme, budget, keyword, location or another segmentation.
- Ad Preview & Diagnosis – A Google Ads tool in previewing ad rank and appearance in search results, for a specific ad or extension.
- Ad Schedule – A Google Ads tool that allows you to control times and dates when your ads are shown.
- Attribution – A rule you define in Google Ads that identifies how credit is applied for a conversion to certain clicks.
- Bids – A price that reflects the highest amount of money you’re willing to pay for a single click.
- Bid Strategy – This Google Ads tool helps you identify and pursue a goal for each of your campaigns. Set traffic or conversion-based bidding strategies based on your account and campaign goals, as well as the campaign types you create.
- Our guide on the subject, Finding Bidding Strategies that Work with Your Campaigns, does just that: it helps you pair campaign types with bidding strategies that help you squeeze the most out of your Google Ads accounts.
- Budget – The maximum amount of money you’re willing to spend per day, per campaign.
- Campaign – A collection of ad groups, broadcasting organized ads, keywords and landing pages toward targeted audiences.
- Each account can run multiple campaigns at a single time, each with similar or independent goals. Depending on your needs, you could be running Shopping Campaigns, Search Campaigns, Video Campaigns, Remarketing Campaigns, Display Campaigns, etc. For even more information on campaign type and efficiency, check out our Comprehensive Guide to Choosing & Launching the Right Campaign Type for You.
- Change History – A Google Ads tool that identifies every major change an account has seen, logged by time, change type, and the user or users who facilitated the change.
- Clicks – The total quantity of individuals who see, and subsequently click on, your ads.
- Clickthrough-Rate (CTR) – A ratio that expresses how often consumers click on your ads, expressed as a ratio of total clicks over total impressions.
- Conversions – An end-funnel action, taken by an individual who clicked on your ad, that you define as valuable.
For the rest of this comprehensive Google Ads glossary, feel free to reference our complete guide on the subject: 29 Google Ads Terms to Know.
So, How Do I Set Up My Account?
First thing’s first: you’ll need to set up a Google Ads account to begin running online advertising across the world’s most popular search engine. Simply navigate to the Google Ads webpage, and click on the blue “Start Now” button in the top right corner. You’ll be prompted to log in with any active Google account.
Once you do, select the “New Google Ads Account” option on your screen, and you’re off and running.
Google Ads will by default prompt you to create a “Smart” campaign, where the platform does the heavy lifting in terms of keyword selection, setting cost-per-click standards and even helping with ongoing optimization.
You’ll be prompted to identify your main advertising goal from the following 3 options:
- Get more calls
- Get more website sales or sign-ups
- Get more visits to your physical location
If you’re a professional paid search specialist, or if you prefer to optimize your new account from a comprehensive list of Google Ads campaign types, feel free to “Switch to Expert Mode” at the bottom of your screen.
For reference, if you’re considering a more hands-on approach to your Google Ads account, here’s more information via our Choosing The Right Google Ads Campaign Type for You guide.
Once you’ve selected a goal and clicked onto the next screen, you’ll be offered the opportunity to connect and use an active Google My Business account, automatically populating your Google Ads account with relevant geographic targeting, hours of operation, etc. If you don’t have this information live online, or you don’t want to connect your online ads to Google’s directory, feel free to decline the option.
Simple details come next: you’ll provide your business name and your website address, and confirm that you’ve entered the correct URL. Just like that, you’ve set up your account!
Any Tips On Writing Amazing Google Ads Content?
Hands down, the content of your ads is the most important part of any well-functioning ads account. If your content isn’t enough to move the needle for consumers, then you won’t generate the traffic you need on your website to warrant continued advertisement spend.
Don’t worry – we know exactly what it takes to draft compelling ad content. For a complete guide to everything you’ll ever need to know on Google Ads content, consult our comprehensive guide: 7 Steps to Writing Dynamite Google Ads Copy. We’ve abbreviated those steps for you below:
1. Accommodate the required character counts.
Google Ads Smart campaigns employ Enhanced Text Ads, so each ad will consist of three 30-character headlines and two 90-character descriptions. We suggest you write your headlines with a character counter tool handy, to streamline the process.
2. Follow the rules.
Take the time to familiarize yourself with Google Ads policy parameters. If you don’t, you’ll always run the risk of building out content only to have your ads eventually penalized or paused. Too many flagged ads can even result in the deactivation of your entire Google Ads account. Suffice to say, avoiding Google Ads policy violations is a net win for all involved.
3. Adhere to a few Google Ads best practices.
Certain practices when writing Google Ads headline and description content can yield huge dividends when it comes to website traffic. You can help improve your ads’ click-through rates, cost-per-click metrics and impression share, all by following 4 simple standards:
- Capitalize all headlines and descriptions.
- Include target keywords in your ad copy and on your landing pages.
- Use numbers and symbols to catch the attention of potential consumers.
- Use the brand name, to convey your identity before users even click.
4. Let your ads work together.
Every time a user clicks on one of your ads, they’re indicating their interest. This is why it’s so important to split test headlines and descriptions against each other, to continually determine which assets consumers best relate to. Take the time to identify what each click tells you about each customer, and optimize your account accordingly.
5. Speak to the end goal.
More than anything else, your ads need to clearly convey to users how your products or services can help them satisfy a need and improve their quality of life. Make sure you speak to the end goal; consumers will get lost if you try to tell them everything about your brand in a single ad. Instead, take the time to the end state, what your products or services will help your customers become or accomplish.
6. Keep ad content relevant.
This sounds obvious, and it is. Keep your ad content relevant! Find ways to convey your current state to potential consumers. Don’t be afraid to include items like total purchases, rounded Google review numbers, even recent industry or company upgrades, anything to describe to your consumers what you’re doing now to sell yourself. And once you do, set reminders so that you never let those messages decay.
7. Don’t forget the call to action!
Take the time to tell your consumers what they should do next. Similar to your landing pages, you need to inform your customers on next steps after you’ve convinced them that your products or services are the best for them.
How Do I Know Which Keywords to Add?
After you populate your ad content, you’ll be prompted to add keyword themes, to pair your ads with consumers searching for you. This step brings another question: which keywords are the best to add? How do I know which keywords to add, and which to avoid?
Great question – we’re glad you asked!
There are a few tools that can transform your keyword game, and we’ve identified our favorites below:
1. Google Ads Keyword Planner
The consensus go-to keyword research tool, Google Ads Keyword Planner is located directly in Google Ads, and is accessible through the same Google Ads account you’ll run ads through.
You can select either “Discover new keywords” or “Get search volumes and forecasts”, both of which will help you better understand which keywords to deploy for your potential campaigns.
Google Ads Keyword Planner is the only one of our 3 preferred keyword research tools to include a “Locations” tool, where you can actually change the target location to see what search volumes, cost-per-click metrics and forecasted competition you’re likely to face when targeting certain geographic locations with your ads.
Still free to use as of the publication of this blog, UberSuggest helps you do it all when it comes to keyword identification. All you need to do is enter a single keyword, and the keyword research tool goes to work identifying potential keywords for your pay-per-click campaigns. It then segments those keywords according to cost-per-click metrics, search volumes and competition, and you can even filter by keyword type such as related keywords, questions, prepositions and comparisons.
3. Answer the Public
We can say this without fear of any backlash – Answer the Public is hands down the best keyword research tool we’ve found when it comes purely to keyword scope. If you’re looking to enter a keyword and receive virtually every keyword variation that has ever been searched online, Answer the Public is the ideal keyword research tool for you.
Reference our 7 Steps to Dynamite Keyword Performance guide for even more useful tips on a stress-free keyword selection and installation process.
Review final campaign details
After you review geographic targeting – integrating the zip codes, cities, states or countries you’re looking to target – and identify your budget parameters, it’s time to review final account details.
You’ll confirm the following details to be correct:
- Campaign name
- Campaign goal
- Website/landing page URL (where you want to send traffic from ads)
- Business name
- Ad text
- Business phone number (where you want send phone calls from ads)
- Geographic locations to target
- Keyword themes
- Daily budget
If you identify that one or more of the above details are not correct, you have the opportunity to change them before clicking onto the next screen.
Next, you’ll need to confirm time zone parameters and payment details. Identify the country, the payment information and the time zone you’d like associated with the account.
Note: You’ll see a temporary $50 authorization on your card, which will typically disappear within a week. Payment information is charged every 30 days, or every time that your billing threshold is reached, whichever is first.
If you’re content to let Google run the show, then that’s all there is to it! Bids will be automatically optimized by Google Ads, keywords will be selected and deployed according to account performance, and your payment information will be automatically charged for you. Congratulations! You’re a business owner with a live Google Ads account!
How else can I optimize the account?
Your highly-automated Google Ads Smart campaign is limited, as far as the specific optimizations you can make. If you’re simply looking to let ads run while you run your business, this Google Ads Smart campaign is a gift from above. But if you’re looking to target or remove individual keywords, or alter bids on a per-keyword or per-ad basis, you’ll find optimization limitations frustrating.
Here’s the good news: there’s so much more that’s possible in the Google Ads platform if you have enough time and sufficient understanding of the platform. From bulk keyword installation and optimization through Google Ads Editor to specific conversions integration and monitoring, there’s a lot more you could be doing to further enhance account performance.
That’s where our in-house team of paid search specialists can help. We help take your online advertising game to the next level.
It starts with a where we’ll analyze any of your paid search activity to date and offer a fresh take on how you can profitably scale through Google Ads. Reach out today to get started running full-fledged Google Ads accounts from top to bottom!