Ultimate Google Ads Guide – How to Advertise on Google Ads in 2020 with Best Tips
Are you wondering how to advertise on Google Ads? Google generates revenue in Billions every year from Google Ads (Formerly AdWords) alone.
Google Search is undoubtedly the most used search engine in the world and hence, Google Ads is one of the most effective and profitable digital marketing platforms.
Google Ads can deliver customers directly to your website and you only have to pay for the customers that AdWords bring to your blog or website.
“Revenue from Google advertising rose 15 percent from a year earlier.” – adage.com
This model has improved business for a lot of business owners as well as for Google itself.
With such a powerful tool, you have an unfair advantage over your competition if you understand and implement the right strategies on this platform.
This is simple in concept but complex in execution as there are too many gears in cogs and gears in the Google Ads machine to go wrong if not done the right way.
On the other hand, once you learn the basic optimization strategies and tactics, you need not be afraid of losing money or turning the campaign profitable.
Getting the best out of your campaigns depend on different skills like copywriting, conversion rate optimization and market research. Developing these skills will enhance your performance and deliver optimal results on not only Google ads but all marketing ventures.
These skills will not only improve your campaigns but also impact your business and lifestyle directly. I have been optimizing my diet, fitness, and mind similarly to maximize the results and performance.
Once you get these skills instilled in your system, you will be finding opportunities to optimize every part of your lifestyle including your personal and professional life.
If you are looking forward to improving your business or learn the skills of digital marketing through this journal of mine, you will not be disappointed. I have put my years of experience into it and I am sure that through this article, you will be acquainted with the world of Pay per click Ads.
What is Google Ads and How to advertise on Google Ads?
Google Ads is Google’s platform for advertising on its search engine and partner networks. Google mainly generates revenue from its search engine advertising model.
Google ads is an auction-based Pay Per Click(PPC) advertising platform that shows ads on their search results page.
For example, if you do a search on Google now, you will see a set of ads on top of the normal listing of websites. These ads are highlighted and labeled as advertisements by Google. This is a block that has a title, two lines of text, and a link that takes you to the advertiser’s desired page.
Open your favorite web browser and search for something on Google. I just searched for “Logo Design Service”; see what I got: Check the first few and last few search results.99% of cases will show SERPs’ (Search Engine Results Page) having websites with a small green icon marked as “Ad”.
These are the advertisers who are utilizing the Google Ads platform to promote their website/brand on Google’s search. Google makes money every time one of these ads is clicked. I have a search on Google.ae thus my results are customized accordingly by Google.
When advertising with Google Ads, an advertiser creates an ad through the Google Ads interface according to the guideline provided by Google. Once the ads are created the ads are published into the auction system where Google analyses and displays the ad based on its relevance and the bid amount. We will look into this part in detail in a later section.
Google Ads account and it’s proper structure is crucial for running successful campaigns in the longer run. There are a few tips that you need to keep in mind while setting this up so that you don’t have to go through any difficulties later.
We will cover this part soon, but before we continue, we will see how the PPC advertising model works and a campaign’s basic flow.
The process of setting up an Ad campaign will be as follows:
- Creating a Google Ad account with Gmail.
- Market and Keyword Research for creating a Keyword list to target.
- Creating a good account structure.
- Developing high converting Ads, Ad groups to create a Campaign.
- Setting up tracking to analyze every step of the funnel.
- Optimizing campaigns for improving performance.
- Reporting and Scaling the campaigns.
Now we will see how you can create a Google Adwords account from scratch.
**To begin, head over to: http://adwords.google.com/ select to create your account now.
Click on the “Start Now” link to begin the quick and easy registration process. It will only take roughly ten minutes to set up your account before you will be ready to customize it and create your campaigns.*
Once you have created and set up your account properly, it is time to move into one of the most important steps in the process.
Market Research and Finding the Perfect Target Audience
In this process, we will research audiences to identify a few factors like:
- Where they are
- Their locations
- What are their interests
- What are they looking for
- Why are they looking for it?
If you come up with these basic questions, you will be good enough to start moving into the next phase of Keyword Research
Researching on the Keywords
Keywords are the foundation stones of an ads campaign. Google displays your ads based on the keywords that you choose for your ad groups.
It is best to find a way to use the keywords in your ad copy and your landing page as it will increase the relevancy. Be aware that using the wrong keywords on your ads and landing pages will do more bad than good.
Keywords in Ad Groups
Group your keywords in relevant ad groups. Only the group the most relevant keywords into a group and try to keep the number of keywords down.
Keywords on Landing Page
Usage of keywords on landing pages are recommended but use them with care. Only use the keywords on the landing page if they are super relevant or else like the ads, overage or keyword stuffing will be counter-effective.
Why should you use Google Ads?
There are billions of searches done on Google every month and if you are selling a product that does not have a wide audience, you might have a very low search volume every month for the keywords you have chosen for your campaign.
At the same time, most people search for a solution to a problem rather than a specific product or service most of the time. Even if users are searching for keywords that include brand names or product names, you can compete with your competitors using these keywords as long as these keywords are not copyrighted in which case, google will alert and disapprove your ads from being displayed.
As mentioned earlier, there are Billions of searches happening on Google each month. Apart from a scenario where you are selling something no one wants or never heard of, it is highly likely that some of those searches are related someway to the product you sell or service you offer.
“Don’t you want your website to be shown if someone searches for something related to your product or service?” But what is so great about Google AdWords?
The great thing about Google AdWords is that you are responding to the audience’s intent.
When someone searches on Google, their intent is captured through the keywords they use.
Confused? Well, let’s take an example.
If someone searches on Google with the keyword “Logo Design Service”, we can easily presume that their intent is to eventually purchase a logo design for their brand.
Now, if you take a scenario of traditional offline advertising methods i.e. Print, Radio, or TV, you will have no idea what intent the audience has. That is why you need to reach a lot more people with conventional methods and only a small percentage of the audience is likely to be interested in your products and services. When you understand how to use Google ads effectively, you can track all your return on investment, unlike traditional channels.
With Google Ads, you are only responding to the people who have clearly shown interest in something you provide.
2 Key Benefits of Pay Per Click
Benefits of Pay Per Click advertising has been discussed many times in my previous blogs but in this post about how to advertise on Google Ads, I would like to concentrate on just the benefits. If you have been or planning to use Google ads, you need to analyze the benefits first. Let’s get started.
When it comes to Pay Per Click advertising, you have the control of choosing your target audience and to people who are only interested in your industry. You will get highly relevant clicks with Pay Per Click. This is the advantage over traditional advertising where you can have to advertise to the mass hoping to reach your target audience.
Main Benefits of Pay Per Click
In the offline media, once you launch the campaign, it is very expensive and difficult to make changes to the messaging or content of the ads. Online advertising platforms can be optimized even per minute or hourly basis. For example, if your ads are not working, or receiving clicks, you can test different ads to find a winning combination.
- Establish Account Goals
What are you using Google Ads for?
- Lead generation
- Brand building
How you structure your account and the features you take advantage of will hinge on your response.
- Determine the audience
Developing personas is essential, what do your ideal customers do? where do they do it? when are they actively searching? on what device?
Landing page optimization for Google Ads for Highest ROI in 2020
Thinking about Landing page optimization for Google Ads? Your Google Ads campaigns can be optimized to the brink of perfection with beautiful ads and an account structure that will make an expert shed tears but it doesn’t matter one bit if your landing page isn’t just as perfect.
It’s important that you build your landing page in such a way that it can actually convert the traffic you’re going to pay good money for.
Besides having a streamlined and sales-friendly landing page, you should also think about linking your traffic to the best-related landing page.
At first, it’s important that you find the ad that produces the highest ROI and the highest Conversion Rate/CTR combination. Once you have an ad that is doing well, you can test some of the landing pages you have available but don’t test different landing pages with the initial setup or with the first couple of optimizations.
Focus on finding that winning ad, and then you can move on to the granular optimization.
If you have a best selling product or service package, you should consider having a special landing page designed just for Google Ads.
A few years ago, A client’s eCommerce store had just gotten their hands on a very popular remote-controlled car a month before Christmas. It started selling very well, but not well enough.
They asked me what they could do, and I suggested that they simply link people directly to this single remote-controlled car landing page which featured it. This meant they would have to just showcase one and remove any of the other remote-controlled cars on the landing page, but they were OK with this. It was worth a try.
Once they implemented this decision, the conversion rate skyrocketed and so did their profits.
Landing page optimization for Google Ads
Try experimenting https://ads.google.com/ with your current landing pages. Sometimes it can really do wonders.
This is also a way to stand out from all the other competitors that write the standard generic ad to a generic keyword.
Have you found an ad text that has a sky-high CTR and a very high conversion rate?
Consider whether you should take some of the words that are in the ad and implement them on your landing page.
Doing this will not only let the visitors know they’ve come to the place that the ad promised, but you’ll automatically emphasize the benefits that appear to be more compelling than your competitors’.
With this in mind, it’s vital to remember to be congruent with your landing page and your Google Ads ad. Don’t write cheap lamps in your ad text and then link your visitors to the overall lamp page in the shop.
Try selecting a cheap product(lamp) and link directly to this. It will often be a better approach.
There are some very general landing page questions that everyone should ask yourself:
- Can visitors get a clear picture of the website’s main purpose wherever they land?
- Can they quickly reach the front page?
- Can they identify where on the website they are within the first seconds of coming, there?
- Is there a clear call to action above the fold (first picture on screen without scrolling)?
- Is there a clear opportunity to continue the sales process (add to cart, contact info, etc.)?
Keep your landing pages clean and with important calls-to-action in contrasting colors so they stand out. You will learn more about the tools I use for conversion rate optimization(CRO) in the CRO section.
One day, one of my clients asked me why I didn’t deep link all of their keywords. I explained that with a business such as his that focuses on only one service, often more harm is done than good results from deep linking. This kind of business usually has streamlined its front page to sell their core business: sales coaching.
The front page (Homepage) was clearly the best place to send traffic because the front page is where visitors get the best sense of the company and the most unique selling points (USPs).
Returning to the discussion about working smarter, not harder, I’m sure you could get a decent conversion rate increase from creating a specific landing page for each keyword for a company with different products that cater to different audiences. If you are selling only one core service/product, and this one core service we can cover with Google Ads through different keywords. As part of learning how to advertise on Google ads, you need to identify how you can optimize relevancy for each keyword in an ad group.
It would simply not be profitable to start creating a bunch of extra landing pages and designing them from scratch. Think about this when you decide where to link your keywords. If you’re selling one service or your service is very specific, consider whether you should just send all your traffic to the front page.
Don’t just deep link for the sake of deep linking. Find the best part of your website for that particular phrase. Especially for small businesses, this will be the front page. But once you start having several products, categories, and services, of course, you should deep link your ads.
At the beginning of a relationship with a new client, I’m often asked whether they should start creating a separate landing page for all the different keywords they have.
The following is an example from a doctor I work with: the usual question, of creating landing pages for each keyword variation seemed like a lot of work, and I of course agreed with him.
With over 50 different keywords the task would turn into a huge project of creating different landing pages, writing content, and setting the pages up. Let’s say that I am promoting this page on Google ads platform, I would make sure that it is more optimized for the keyword how to advertise on Google ads.
My advice to him was to start with his 5 to 10 most important keywords/Ad Groups and to create specific landing pages just for Google Ads. The task then became manageable, and the changes resulted in a good increase in the number of conversions from Google Ads.
Hope this post has helped you in learning more about how to advertise on Google ads for higher return on investment.