Google Ads is an online advertising platform that allows businesses and marketers to set up and run adverts on Google’s search engine results pages (SERPS). These adverts look completely identical to organic search results, with the only difference being that they appear with “Ad” next to them in green. Google Ads originally appeared at just the top of Google when a user made a search query, but now also appear at the bottom too. Read this short, but insight guide to getting started with advertising on Google.
How Google Advertising Works
Google Ads are part of Google’s overall pay-per-click advertising platform where business and marketers manage their ads via a self-service channel. The ads that are created and then displayed in the search engine results pages are based on a number of different factors, including what relevant keywords are used and the target user’s location. However, advertisers only pay a fee once their ads have been clicked on.
How to Set Up Ads on Google
To get started with creating a Google Ad, you need to click on the plus sign on your Google Ads manager account. This will launch the ad campaign creation process. You will then be prompted to complete all of the necessary steps in order for your ad(s) campaign to go live and start driving traffic to your website or landing page. This will include inputting your daily or lifetime budget, choosing locations, select your relevant keywords and writing the content that you want to go with your ad(s).
Once you have completed all of the relevant steps in the campaign creation process, Google will review your ad(s) in order to approve it. This typically takes around 24 hours, and if your ad(s) doesn’t violate any of Google’s advertising policies, then your ad(s) will be approved and then go live. Once running, you will able to adjust your ad(s) to improve their performance, which includes changing budgets, keywords or even pausing the campaign(s) if you have concerns about performance.
A successful campaign generally takes into account what users are making search queries for, when they are making the search queries and what ad copy they find the most compelling and encapsulating. If created thoughtfully and strategically managed well, Google Ads can greatly increase conversions and sales for your business’s website by targeting those who are ready to engage and buy into your products or services.
The Difference Between Desktop and Mobile Advertising
When setting up your Google Ads account, you can select whether you want your adverts to display on desktop, mobile or a combination of both. However, do be aware that over half of Google searches are now made from mobile devices and people search with these devices generally have local intent, so it’s more than worth creating ads for mobile. Here are the three differences between desktop and mobile ads:
User Intent. People use their phones while they are out and about, so you need to make sure you tailor your message to the mobile user. This is extremely important if you are a local business that wants to attract the local market.
Cost-Per-Click (CPC). Your ad’s cost-per-click depends on the keywords you use. However, CPC does vary by the device in which the ads are displayed on.
Device/Screen Size. There is a lot less space on mobile devices, so you need to make sure that your message is short and to the point. But, enough to attract your target market and want them to click through to your website or landing page.
If you are about to start setting up your Google advertising campaign(s), then we would recommend that you set up separate ad campaigns for desktop and mobile in order to effectively track your ads across the different devices.
Businesses that run Google Advertising campaigns can generate conversions and sales with a minimal cost compared to the profits that they generate. What makes Google advertising so effective is that it puts your ads in front of the people that are already looking for products or services that are related to your business. The bottom line is that if you are looking for a cost-effective way of obtaining conversions and ultimately sales, then you need to be using Google advertising in order to do so.