Article by Isaiah Voss who is the current Community Manager at Clever ecommerce and quickly types away behind his computer screen while sipping on coffee. A bit of nerd when it comes to analyzing data, he ensures that readers receive the most current and relevant content. He enjoys engaging with readers’ questions to further explore their inquiries.
The term “Google Ads” is not merely as simple as ads popping up on Google – it would be any marketers dream if it were that easy. What is easy though, is getting caught up on the lingo and terminology used in this niche of digital marketing and advertising. Overthinking Google Ads when first starting out is inevitable – but don’t fret, we’re here to help! Let’s start, shall we?
1. First things first
Before even viewing your Google Ads (AdWords) account, you ask yourself (and perhaps your team, too): Do we want to attract attention to our brand in general or a specific product or service? Once you’ve pondered that question, you should go ahead and start thinking about the words that describe your brand and/or product – later on in the process, these words will help you select keywords which are the backbone to any stellar Google Ads campaign.
2. Money, money, money!
Knowing the ballpark estimate that you will be able to splurge on is key when cranking out a campaign. If you have a smaller budget, start small. Even if you have a bigger budget, starting small is always best as you can later adjust your daily spend.
3. CPC: Cost Per Click
You should have a general understanding of how much each click will cost your business. Bear in mind that the cost should not exceed your profit margin per item. Keep in mind that the CPC your business is able to afford heavily depends on the product and the profitability of each individual item.
When in doubt, always remember “quality over quantity.”
4. Create a Google Ads account if you don’t already have one
To do so, enter your email and website URL on the Google Ads homepage. You should then proceed to create a test campaign – remember you do not need to be an expert to do so.
Google will ask you for your payment and billing information – double check to ensure all information is correct to prevent campaign errors and delays when your ads are launched.
It is essential that you correctly select your billing country and timezone as this information cannot be changed later. You must select your billing country and local timezone in order to continue. If you leave the payment and/or contact information blank, you will be unable to run an ad.
After completing the information, be sure to agree to Google’s terms and conditions.
5. Prepare campaigns by gathering content
To ease into the process of setting up a campaign, you should have a few key texts ready to copy and paste – and if you don’t like the final product, at least you have something to tweak later on.
Here are the three main texts you should be focusing on:
- Product description
- CTAs (Calls-to-Action)
Headlines should always capture your brand’s voice and product description in a unique yet informative way. If it’s too abstract, your product or service may be pushed to the side or not taken seriously enough to make a sale. Remember it’s always best to stay on the simpler side just to play it safe.
Product descriptions should be direct and to the point. After all, they’re there to inform customers and make them feel more comfortable with your product. But you can definitely add humor and creativity to give users a sense of familiarity which ultimately, may win them over once they decide to buy.
Highlighting a current sale or discount with CTAs is crucial so customers don’t just see “Buy Now”.
6. Understanding the two “sides” of the Google Network
To understand the types of ads you will be able to create, you should probably have a very loose understanding of what the Google Network consists of.
Without going into detail, think of Google being split into two networks: Search and Display.
The Search Network is essentially where people are looking for products and/or services that your business offers. Since your brand will appear right when people are Googling certain words, this is why it’s so important that you pay attention to the words users type in – since they’ll turn into your keywords.
The Display Network, let’s say, is where we have more “convincing” to do. Customers across the Display Network (this includes YouTube, ads placed on websites, and Gmail) may or may not be aware of your brand. How come? You may appear to a potential customer or someone who in fact already visited your website whom you’re trying to turn into a sale (this is called remarketing).
7. The different types of ads you can create
You should choose the ad type that feels right for your business. If your brand is visually enticing, Display ads may work better than a Search ad for a product as simple as a T-shirt. It also depends heavily on your goal. Are you trying to have more visibility when people Google something? Do you want to create brand awareness? Or are you trying to get previous visitors from your website back on your page to make a purchase or donation?
- Search ads: Think text. These texts are meant for either 1) getting people to click on your ads or 2) call your business directly.
- Shopping ads: Your products will appear on Google’s shopping tab and will appear among products that are similar to yours but sold on bigger retailers – given you a more leveled playing field.
- Dynamic Text ads: A more advanced Search ad which will allow you to focus on specific keywords.
- Display ads: Visual ads that appear on websites that users visit that either draw potential customers’ attention or ones that you want to get back to your store (Remarketing). They can make a big impact as they are shown in a generous sized portion of a website.
8. Run campaign
When running a campaign, you cannot forget to check in on it every now and then. If you don’t take a look at your Google Ads account frequently while you have any given campaign activated, you risk two important factors: performance and payment.
If you run an ad campaign and your keywords or creativities are underperforming, you risk wasting time and money – defeating the point of a campaign altogether. Method of payment is also overlooked by many users activating their very first Google Ads campaign since they believe they can be charged later after the ads run; however, Google does not accept payment this way. You must always have an approved method of payment linked to your account before attempting to launch a campaign.
The world of Google Ads
Hopefully you have a clearer understanding of the complex and sometimes confusing world of Google Ads before launching your first (or maybe second) campaign. Never give up as Google Ads campaigns are not something that you can see the results from overnight. Always feel adventurous and energized before entering your Google Ads account and remember that thousands of users are in the same boat – so don’t be so hard on yourself if you feel confused when first venturing into Google Ads.