Google Ads debuted at the dawn of the 21st century, just a few years after what’s now the world’s most popular search engine came into existence. Google Ads is Google’s paid advertising platform, which is what results in those ads that show up at the top of organic search results. It’s a pay-per-click approach to advertising, and you only pay when you get clicks or impressions. The experts at Saba SEO, a premier San Diego SEO service and digital marketing agency, offer this guide to Google Ads.
Set Up & Organize Your Account
Start by setting up your Google Ads account. This is when you set up your campaigns, create ad groups, and put together your initial keyword lists of general terms or phrases relevant to your ads.
Determine Your Budget
With Google Ads, you’ll be bidding on keywords related to your ads. For this reason, it can be helpful to bid on less competitive terms or phrases. Doing so makes it easier to stay within your budget, which is broken down by your daily budget and your bids on keywords. Google recommends setting different budgets for your campaigns based on the specific goals you have for each one.
Get Things Ready with Your Keywords
Use the broader keyword lists you’ve created to choose specific keywords for your various campaigns. There’s a free Keyword Planner tool you can use to make more informed keyword choices. Google also gives you a choice of how your keywords are presented in search results based on match types. The options are:
• Broad match – Ads are shown based on any keyword order and for related terms
• Phrase match – Shows your ads based on the exact keyword plus terms before or after it
• Exact match – Ads are only shown when searchers look for your exact keywords or phrases
• Negative match – Irrelevant terms are excluded from search results related to your ads
Create Landing Pages
Landing pages are pages on your website that have a specific purpose, which is usually to encourage conversions. Your ads should be linked to a relevant landing page to give clickers easy access to what’s needed to make a decision and take the desired action.
Prepare Your Ads
Take time to prepare your ads for your various campaigns. Focus on elements of your ads such as headlines, descriptions, the body of the ads, and any related images. Google also gives you the option to use extensions for your ads to encourage calls or other actions. Additionally, your ads can be shown to desktop viewers, mobile users, or both.
Link Your Account to Google Analytics
Taking this step gives you convenient access to the stats related to your various ads and campaigns. Google Analytics provides many options with data-based reports that can be customized to show the information that’s most important to you.
Keep an Eye on Your Quality Score
Quality score is what Google uses to make ad rank determinations. It simply means if your score is higher, your ads will be more visible on search engine results pages. QS is based on factors that include:
• Click-through rate
• Relevance of your ads to your target audience
• Landing page experience
It’s often said you shouldn’t put all your eggs in one basket. This piece of advice applies to Google Ads and paid ads in general. You’ll benefit more from a well-rounded digital marketing strategy that includes a mix of organic and paid advertising and other approaches to reaching your target audience.
If you need help optimizing the way you use Google Ads, reach out to Saba SEO. From searching for the right keywords to designing a comprehensive digital marketing strategy, we offer a variety of services to help businesses boost their online visibility. For more than fifteen years, our experts have helped organizations all over the world expand their outreach and acquire more leads by utilizing a variety of effective and targeted digital marketing tactics. To talk to one of our experts on digital marketing and SEO, San Diego companies should reach out to us today.