Google Ads (PPC)
Advertisement of your businesses and products plays an important part to lure customers towards it. Entrepreneurs spend a good amount of money on ads. However, it is necessary to spend it in the right place. In this regard, Google Ads is the best. Google is the world’s most popular website with about 260 visitors and about 5 billion daily interactions. Later, an advertisement platform named google platform was formed. It is obvious how wide Google's reach is and it can spread the brand’s awareness like a fire.
To compete with competitor you need to out rank all though different digital platforms. PPC is the most effective and result oriented service for all B2B businesses but not only B2B it is also efficient for B2C businesses.
Google Ads is a marketing channel also referred to as pay-per-click where the advertiser pays when there’s a click on the ad. With google ads, businesses get effective and organic traffic. The website traffic gets boosted and the in-store visits increase significantly. Mobile and desktop-friendly ads can be created with specific view times. These ads pop up in front of the users when they are looking for products or services on google engines or maps similar to your business. This way the ads reach the targeted audience at the right time.
How does Google Ads operate?
Google ads are only displayed to the users who are interested in that specific product. It doesn’t bombard any user with useless ads. Your ad is displayed to potential customers by Google ads to whom your product or service may interest. The advertisers use youtube videos, or relevant websites and bid on search terms. Moreover, they can bid through keywords and the winning advertiser is at the top of search results pages. These bids depend on the type of ad campaign they have selected.
Factors Affecting Google Ads
Numerous factors affect the ability to create high-performing and effective Google Ads. Let’s have some insight about them below.
Quality Score And AdRank
The placement determination of the ads is done by AdRank, and quality score is one of the two factors that determine the AdRank. The quality score depends on the relevance and quality of the ad. However, Google measures that quality by counting the number of clicks, i.e the CTR. CTR depends on the searcher’s intent and how well the ad matches it. It can be deduced from three areas:
- The keywords relevance
- CTA deliverance of what the searcher’s intent is, and the ad copies it.
- The landing page user experience
Even before increasing the bid amount, QS is where a person should focus most of their attention when first setting up the google campaign. There will be better placement and lower acquisition when the QS is higher.
Location
You must select a geographical area while setting up the google ad, where the ad will be shown. However, having a store will give you a reasonable radius around the physical location. Furthermore, if a person has an eCommerce store with a physical product, then the location will be set up in the locations of shipments.
The location settings play a vital role in placement. For instance, if you own a beauty salon in Florida, someone that enters a beauty salon would not look into the result no matter the AdRank.
Keywords
For both paid ads as well as organic search keyword research is essential. The keywords should match the searcher’s intent as much as possible. This is due to Google’s ability to match the ad with search queries based on the selected keywords. A small set of keywords will be targeted by each ad group that a person will create within his campaign. As a result, Google will display the ad based on those keyword selections.
Match Types
Match type tells google whether to match a search query exactly or should the ad be shown to anyone with the search intent that is related to it. There are four match types:
- Broad Match: It is a default setting that can use the keyword in any order.
- Modified Broad Match locks in certain words by denoting them with a “+” sign within a phrase or keyword. Furthermore, the matches will include that locked-in word at the very least.
- Phrase Match: It matches the queries in the exact order of keyword but may include additional words before or after it.
- Exact Match: It maintains the exact order of the query with the keyword as it is written.
How To Start?
If someone is a newcomer and does not know how he will be searching, then he must move from a broad match to a more narrow approach. It helps to test which of the queries gives the best results. However, a person must keep a close eye on the ads and regularly modify them to gain new information since the ad will be ranking for many queries.
Description And Headline
The ad copy must match the search query as the ad copy can be the difference between a click on your and your competitor’s ad. Moreover, the ad copy must be aligned with the target keywords and addresses with a clear solution. However, if your advertisement on google has been unsuccessful don’t lose hope, below are some common best practices of Google ads that you can follow and conquer.
- You must use a planning template of PPC
- Avoid broad keyword terms, for this testing, must be a part of your strategy
- You must not run irrelevant ads
- Improve the quality score, it determines how the ad should rank. The higher the rank, the better the placements. There will be fewer eyeballs on the ad if the quality score is low.
- Optimize the landing page of your page
Google ads are by far the most popular PPC platform through which users bid on keywords and pay for each click on their advertisement. Google provides the users with the most relevant results that are possible. Conducting PPC marketing through Google is extremely valuable as it is the most used search engine.
There is a massive amount of traffic at Google thus it gives the most clicks to the ad. However, the most important part that is incredibly important is keyword research, the entire campaign is built around these keywords. So keep an eye to choose them correctly as you would be missing out on hundreds of thousands of valuable and relevant keywords that could bring traffic to your site.
