Google Ads Advice

Google Ads Advice
Google Ads (formerly AdWords) advice for anyone wishing to set up their own Pay Per Click (PPC) campaign.

When a user searches on Google, the websites that appear at the top of the page (and sometimes at the bottom) are usually paid ads. Originally, these paid ads would also appear down the right-hand side of search results (SERPs).

In between, you will see listings that are classed as ‘organic' or ‘natural' search results.

From March 2016, Google started removing the right side ads in favour of just having ads top and bottom of the SERPs. The official line for this to bring consistency to the desktop and mobile experience. Google are always testing the layout to maximise their profits.

You don't pay for traffic with Google Ads unless a visitor actually clicks on your advert and visits your website. Clearly, there's no substitute for either studying Google Ads, or outsourcing to a qualified Google Ads professional, but if you are going to build your own campaigns, the following may just save you some time and/or money:

Analyse and Optimise

  • You need to track your campaign and be prepared to delete keywords, add new ones and edit adverts. This is particularly important in the early stages to ensure your marketing budget doesn't just vanish without trace!
  • Repeat the process until you're happy with your campaign performance. Keep expanding your campaigns by adding new ad groups using additional, relevant keywords to expand your reach. Google's own keyword tool will help with this but there are many professional level solutions that will provide additional keyword ideas if required.
  • The really great thing about Google Ads is that you can set a daily budget at the campaign level but can also pause specific ad groups. This allows you to trial and adjust as you go. Keywords within ad groups can have individual bid amounts so you can retain complete control over your costs.
  • Combine this with the fact that you also have language targeting, geo-targeting options and time of day ad scheduling and you end up with an online advertising system with which you have complete and total control.

Google Ads Tips

  • Set a realistic budget. Start small and grow as your confidence does
  • Make sure you understand the different keyword match types
  • Don't combine Search and Display. They function in fundamentally different ways.
  • Ensure keywords and adverts are tightly aligned to your landing pages
  • Use filters to quickly spot opportunities for improvement in your Google Ads account.
  • If you're not using negative keywords, you are wasting money.
  • Bidding on broad match keywords without using negatives is a particularly budget draining!
  • In fact, bidding on broad match keywords even with negative keywords can very costly!
  • Google have multiple exams for Google Ads qualified individuals. This is for a reason. There's more to Google Ads than first meets the eye.
  • Design specific ads for specific ad groups depending upon the keywords in that group & include the keyword in the ad.
  • Automated rules can really help you save time when optimising your Google Ads account.
  • Use ad scheduling to ensure your adverts are only seen at a time that make sense for your business.
  • Use conversion tracking
  • Make use of sitelinks. It will give your adverts greater scope and options to link to other pages.
  • Work out your maximum cost per click before starting. Knowing your margins will allow you to understand how much you can realistically pay for each click.
  • Keyword match types make no difference in Google display advertising.
  • Use Google Ads Editor for updating and to take backups of your account.

Google Ads Process Overview

  1. Build your keyword list
  2. Review your own website
  3. Create your Google Ads account
  4. Build your first campaign

Google Ads Explained

This presentation was given way back in March 2014 as part of a Hangout on Air (HOA) webinar that outlines the basics of Google AdWords, as it was still called back then.

A lot has changed since then not least the fact that the Google Ads interface has changed completely!

That said, while the functionality and user interface may change, the core principles of PPC advertising with Google doesn't. The basics covered in this video are still valid.

  • 3:55 – Presentation Starts
  • 5:50 – Google Ads Terminology
  • 11:00 – Keyword Match Types
  • 18:30 – The Kitten!
  • 18:55 – Examples
  • 21:00 – Tips

Google Ads Campaign Build Demonstration

In this next video from the same Google Hangout, we develop on from the Google Ads introduction by giving a live demonstration of building a simple campaign.

  • 1:45 – Campaign Settings
  • 7:55 – Ad Group Creation
  • 13:00 – Ad Creation
  • 15:32 – Adding Keywords
  • 17:22 – Split Testing
  • 19:30 – Negative Keywords

The key to successful Google Ads campaign is to keep testing and tweaking until you're happy with your return on investment.

Hopefully, this guide to Google Ads will help you build a targeted campaign that will make you more sales and reduce wasted spend. If you need further help, we have some useful blog articles or we can provide a professional review of your Google Ads which will enable you to make effective changes immediately.
Good luck!

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