Google Ads is an online advertising platform developed by Google. It was formerly called Google AdWords, and some of you might still know it under that brand. But except for the name change, not much changed. Google Ads is still the leading platform for advertising on the web. Here advertisers can bid to display their ads, offerings, etc to web users.
It has risen to become an industry titan. Businesses all over the world utilize Google Ads for all sorts of advertising. It has become something of a “must-have” in advertising your brand or services in 2021.
To compete with all the businesses online, your business needs to have a great and successful campaign. Google Ads is not oriented towards beginners. There are a lot of things that newcomers to the advertising world need to learn. They need real training and hard work to have a fighting chance against the pros.
First some basics
Advertising isn’t free. If you want to make your business pop from the rest, you will have to spend some time and money on it. Pay-per-click (PPC) advertising was created with that in mind. You as an advertiser will only have to pay for your ads a user clicks on them. This means you only pay for those users that are to get these desired results. No results? No clicks, sales, or leads? You don’t pay anything!
Your ad campaigns need to be properly optimized. Google Ads make this as streamlined as possible. They offer many ad options that fit most business models and goals. But customizing these to fit your needs even better is key! If you want amazing tips when it comes to Google Ads, be sure to follow iAmAttila’s blog as he shares a lot of advanced tips and tricks.
Let’s check out what types of ads you can run on Google!
Display ads are shown as text, videos, or images. They usually take the form of:
- Banners – The traditional image style of ad on a website
- Interstitial Ads – They appear as web pages that appear before the original page
- Rich Media – These are similar to banners but have interactive elements
- Video ads – On websites like YouTube for example
Display ads are great for generating sales and leads. They are visually engaging and usually have some kind of CTA to drive those clicks.
On Google, these ads take the form of YouTube videos for the most part. These video ads show while watching other videos on the website. They can appear before, in the middle of, or after you watched something. They are a great way of pushing your brand awareness and products to an audience of people on YouTube.
If you are a retailer and you want your campaigns to sell as much as they can, this is the right type for you. Shopping ads appear on the “Google Shopping” tab while searching. Shop owners can use them to promote their local shops and list their products.
If you want to promote your app on different channels, look no further. App campaigns help you find new users and get more downloads. These campaigns promote your app across Search, Play Store, YouTube, Discover, and more.
If you want to drive installs, engagement, and sales on mobile devices, choose app campaigns.
Local campaigns are for local businesses to promote themselves to the local population. If you have an in-person store site that you want more visitors to, try local campaigns. These ads also help potential customers know more about you as they can get to know your details. Working hours, address, location, etc.
Smart campaigns are the automated version of all of this. They are great for beginners or those who don’t want to waste too much time, making ads. These smart campaigns can work fine, but the regular ones are far more optimized
So, you already have a basic understanding of how things go and what you need to do. Now, let’s focus on search ads. You are ready to advertise on Google and you want to know how to get started. Are search ads the best solution for you? Let’s find out!
Imagine your business is selling blankets. People from all over the world search Google for blankets. They might type in simple queries as “Buy blanket”, “Where can I buy a blanket” or maybe a bit more elaborate “Best wool blankets for sale in California”. These are all queries that Google will find some results for. On the results page, you will probably see a lot of organic search results. These results match the query (as far as Google is considered at least). They rank high because of their accuracy and probability to fulfill your query. They aren’t paid for and it is hard to get within the first few spots.
But there are things you can do to rank high even if you don’t do it organically. You can try paid search ads. This is where you pay Google Ads to advertise your search ad. The resulting query will put your ad in the first place or within the first few top places. Your ad will have the tag “Ad” on it but unlike the organic results. You will rank among the first results every time someone searches for those queries.
This will help you get noticed and get a lot of new customers you wouldn’t otherwise. Okay, this all sounds simple, but how do you start your campaigns. No worries, we got you covered! We wrote this step-by-step guide for anyone that has problems with this! After this Google Ads guide, you will be one step closer to becoming a real expert in the field!
Successful Examples of Google Ads
For sure you want to see some of the most successful campaigns that happened recently. Here are some of the best search ad examples you can follow and get inspired by!
Product promoting, the right way.
The headline starts with the product and price. The description then continues mentioning the features of the product. The campaign also uses a couple of tricks. The price for example is listed as from 22.99 a month. If you ever visited the Apple website you know that this is only for the lowest tier iPhone with a low tier contract with a trade-in. The phone itself most of the time costs around $1000. So mentioning this lowball price hooks people to check out their offering.
The feature list inside the description is also great as they show the key specs that might get people hooked on buying it. All-day battery and slope are just marketing speak for features that might not be so good as advertised.
In the end, Apple is also blocking other advertisers from using their keywords to advertise their products instead of the iPhone. This easy they protect their market share and fend off competition.
Convincing the user.
For those of you who don’t know about Upwork, they are a freelance marketplace. They connect freelancers with clients and help them do business.
As you can see their ad is straight to the point. “Hire The Best” is a great started to show your customers that they will be getting a great service. The headline is attention-grabbing and it shows a degree of confidence. The description further enforces the headline and explains it further.
They also used site extensions to direct users to the most important pages on their website. This is a perfect example of a great Google Ad!
Refined and optimized
As you can see Booking.com uses a similar tactic in their ads as does Upwork. This is just another proof of how effective this really is. In the title, they don’t even mention the website name. They just give you straight facts on what the user might need. Then they continue with a mention of best prices to lure the customers in.
They also used the site links to their advantage. They work like in-site navigation but directly in the SERP.
The Steps To Success
The First Step: Create A Campaign
- The first thing you will need is a Google Ads account. Just log in to the website and fill in the details that Google asks for. It shouldn’t take more than a few minutes to get up and running. After you have your account established it is time to get to your campaign.
- On your dashboard find the “Campaigns tab” and click on the create new campaign button (The big plus button). You will be presented with a few simple choices where you can set up your campaign. First of all pick the “Search Network” campaign, as we will be doing a search ad. If you want to try any of the others, feel free to do so. The process is pretty much the same in any case!
- The next thing you will do is give your campaign a goal. If you have a webshop or you sell some products, maybe “Sales” will best match your case. In our case, we can pick “Website traffic” as we want to get users to our website first. Now, enter your website address (the one you want users to visit) and give your campaign a name. The name doesn’t matter, it is mostly there for you to know what campaign is for what.
- Next what you will do is pick which networks your ads will show on. You can include Google search partners and their display network. This will enable your ads to be shown to a wider audience. You can run on both networks or change it to one of the two (for Example, search only).
- Next, you will pick the location. Pick the countries and territories your business targets. If it’s a brick-and-mortar store in Ohio, you don’t want to target Malasia for example. If you want specific targeting, you can even target as detailed as cities from the menus. Online businesses are much more versatile with this, so you should decide about location on a case by case basis. Any changes can be revised at a later point, so don’t worry too much about this.While you are here, you will also need to decide what languages your ads will target. If your ads and audience are in English, then target English!
- After all of this, you will get to the bidding tab. Here you will have to decide your bid strategy and much your limit is. If you are going for website visits, then you should select something like “Maximize clicks” as your bid strategy. Remember that you only pay for ads that get clicked on. So if nobody clicks on your ads, you won’t have to pay for them.
- Then we get to the daily budget part. Here you will have to decide how much Google can spend daily on your campaigns. To get an exact number. Take your monthly ad budget and divide it by 30. This should get you roughly a price for what you will have to spend per day. If your monthly budget is around $1000 you can try spending $33 per day.
Now you can press on save and continue!
Now that you have your campaign all set up, we need to continue using keywords!
The Second Step: Finding The Right Keywords
Keywords are words that best describe your ad. With these keywords, Google will know who to show your ads to. The better your keywords are for your ads, the better Google Ads will place your ads on the web. With the right keywords, your ad will be triggered by searches related to your business and you will see traffic!
If you are unsure of what your keywords should be, don’t worry, a lot of people are. You can find third-party apps to suggest and monitor what your competitors are using. But there is also an option to find some keywords on Google Ads itself. You can use the Keyword Planner tool to get some great keywords for your ad campaigns.
The Third Step: Writing Your Ad
To start your ads within your campaigns you need to create them first. Use your keywords as they will be the link between your ads and users’ search queries. The more related your ads and keywords are the better!
It is always a good idea to write a couple of angles for each ad. Different things work for different people, so variety should help you get the broadest audience.
- The first thing you will have to do is enter the Final URL. This is the link where your customers will be sent after clicking on the ad.
- Next, you will have to fill out Headline 1. This is the first thing people will see so make it good.
- Headline 2 is the next in line. It is separated by a dash from Headline 1, but it’s in the same line as it. You can use it to highlight things like “Free Shipping”
- Fill out the display path. This is to better indicate where your user will be going after clicking.
- The last step is to add a description. Use it to tell people more about your business. Stick to a clear message and if you have multiple ideas, create multiple ads for them! It is important to keep the description short and interesting. You need to catch the visitor at a moment’s notice and entice him to click on your ad.
The Fourth Step: Tracking Your Goals
To reach your goals you need to track how your campaigns are doing. What keywords, ads, and angles work, and which don’t. You should utilize conversion tracking whenever possible. With it, you can track users’ clicks, and interest so you can make the most out of your ads.
- To start click on the wrench icon in the top corner and click on conversions.
- Click the big plus button and select which kind of conversion you want to track.
- Follow the on-screen forms and fill them out accordingly.
- After you have done this you should have a global site tag and an even snippet. These scripts are the things that help your conversions get tracked. You will have to place them within your website, landing page, or thank you page for them to work. It should be as simple as copy/ paste.
The Fifth Step: Review Your Performance
The overview page will be your best ally here. The red and blue lines will show you how many clicks and impressions you are getting and when you are getting them. This is great to know as you will see how your ads perform when you post them and a few days or weeks after posting. This is done by default, you can change these graphs to represent any of a plethora of options.
You can also add additional graphs to the list. For the best overview we recommend you track the following:
- Conversion Rates
You can also pick a date from when the data will be pulled. There you can see how certain holidays or changes changed your performance.
A bit under that you will see cards with interesting data you might have missed. Use this insight to better optimize your campaigns.
A/B Test Your Ads
Google Ads Variations is a service that Google provided to its users to A/B test ads more easily. Enabling it is simple. You can click on drafts and experiments and then go to ad variation. There click on the plus button and under the “select ads” select all campaigns you want to create an ad variation for. There you can use targeting and filters to create custom ad variations.
Things you should test out are:
- The headline
- The body text
- The link
- The keywords that ads use
Some good practices are:
- Test your ad variations simultaneously to minimize time-based factors
- Only test one thing at a time to pinpoint what actually brings change
- Test often
- Analyze the data you get
- Let your tests run long enough so you can actually get accurate data
How to Write Great Search Ad Headlines
In order to create great headlines and ads in general you should use these tips to improve your ads!
1. Show numbers and prices
Ads with numbers inside of them perform a lot better than ads that don’t. This is because, with numbers, you can show much more specific info. People love seeing all the relevant info right from the get-go. This is why info like price and maybe some stats work so well. The more specific the numbers the better. Also, if you include the price, list the lowest price you provide your service for. Or the lowest tier of your service and say something in the line of “starting at X”.
2. Fear of missing out
Use FOMO to your benefit. You can include things like countdown timers or stock left to give your customer a sense of urgency. You can do something like “Special offer – only 2 days and 8hours left”. This countdown will create a sense of loss or fear of missing out. You can add these countdowns by using the countdown widget.
3. Focus on clicks
Phrases like “click here” are inappropriate in Google’s eyes. So you need to say this in a way that doesn’t trigger Google. Maybe instead of telling people to click, motivate them to do so. Give an interesting spin on it. Try things like “Save up to 50% now”. This includes numbers, FOMO, and makes the user click. Use all of these tips together.
You can also use the description to better explain why users should click on your ad. Use all the tools available to you to make your ads better!
4. Social proof
A great thing to have is reviews or ratings within your ads. This is of course much better if you actually have good reviews. Social proof is a strong form of consumer reassurance. If people already bought your product and they like it, the chance is, the new user will like it too. You will have to use seller rating extensions to enable this feature. They are automated and when you get the ratings they will start showing the statistics. It will also include the number of reviews for your business.
5. Make your ad more usable with site links
Sitelinks are the extra links to part of your page that can be included inside the ad. (See examples of this in the section about successful ads). They appear on all devices and can show a plethora of variable links that can help guide your customer. Google claims that this feature increases conversions by 10-20%
6. Keep your ads fresh
Your ads need to be relevant to the current time. If you are an accountant you might want to test some ads that go in the line of ”$X Saved in 2020”. You can narrow this down further to make it for the previous month or week or even day. The more up-to-date the ad the better.
7. Keep it personal
Write your ads like you are talking directly to the customer. Try using “you” a lot so that the customers get a sense of familiarity. Find places where you can place this magic word and your headlines will get far more clicks for sure.
You can also personalize ads to local audiences. Mention locations, cities, and countries and make the ad more personal.
And that’s it! You have the basics down and you are ready to start your campaigns and earn the big bucks! Use this guide to get started but remember, there is still a lot to learn. If you want to beat the pros at Google Ads you will need to spend a lot of time learning and improving. You will have to see what your competitors are doing and what works best for them.
Optimize your ads as much as you can. You want your ads to work hard for you and bring in that sweet revenue. Once you start a few campaigns you will get the hang of it. Always keep testing and ax things that don’t work and double down on things that do!
About The Author:
This article was written by iAmAttila, a legendary internet marketer that has been working full time as an affiliate marketer since 2008. His blog iAmAttila has been a big help to many looking to learn affiliate marketing. He shares up to date methods, tips and tools related to paid advertising, social media marketing, and CPA offers. In 2020, he released a beginner’s guide to affiliate marketing named “From Zero to Super Affiliate” on Amazon that quickly became a best seller in the online marketing category.