Google Ads Basics: 5 Important Tips and Tricks

In this article, we answer the following questions on the topic of “Google Ads Basis, Tips and Tricks”:

What is Google Ads?

If you want to attract more visitors to your website and reach a larger audience, ultimately increasing your sales, you can use Google Ads. Google’s advertising tool offers you the opportunity to generate more clicks through ads. Google Ads can be described as an advertising program that allows the display of text ads for specific keywords in the search results.

Google shows a text ad when a user enters the keyword previously specified for the ad in the search field. Your ad will therefore be listed before the actual search results from Google, which aims to ensure that the user clicks on the ad. We now want to explain to you exactly how the basics of the ad work.

How does Google Ads work?

This marketing tool from Google falls under Search Engine Advertising (SEA) and is one of the most popular and efficient ways to advertise. You only incur costs when a user clicks on the text ad. You can set the maximum amount for the cost of a click in advance, as well as a daily budget, a period of time, but also a regional radius for the placement.

Conversely, this means that the mere visibility of your ad is free for the time being. Because you can decide when, where, and for which search results you want your ads to appear, you have the freedom to say exactly how you want to reach your target audience. Therefore, using Google Ads can be an asset to your marketing efforts if you know exactly how to actually achieve them.

In order to explain how the costs are determined using the Google Ads bidding system, the different strategies are briefly presented:

  • CPC (Cost per click): The display of the ad is free of charge, every single click is paid for.
  • CPV (Cost per view): Same principle as with CPC, only that here no clicks are counted, but the respective video runs.
  • CPA (Cost per acquisition): Payment is made for each conversion that takes place via the ad.
  • CPM (Cost per mille): The price per thousand contacts is a classic figure from advertising planning. You actually pay for the mere display here. This bidding strategy is suitable when it comes to increasing awareness of your own brand or product through advertisements.

In general, however, the more popular the search term, the more expensive the ad.

The most important tips – Google Ads basics

Basically, the same applies here you should first think about your goals. What do you want to achieve with the advertising? Who is your target audience? How can I achieve these goals with Google Ads? So you have to develop a strategy beforehand, on the basis of which you then align your advertising with this tool. In order to get to know the program, we will first explain the most important basic functions to you.

1. Use Google Ads: You need this

With Google Ads you can use numerous functions. For this reason, it is not necessarily intuitive to use. You can develop campaigns, make decisions regarding your budget, are able to analyze user behaviour and can choose your keywords. With ads, Google offers you the opportunity to deal with all quantifiable segments of online marketing. Although Google provides you as a user with tutorials and guidelines and strives to be user-friendly, you should familiarize yourself with the subject.

You need:

  • a website you want to promote
  • some time
  • a little patience to get used to it
  • some money to finance your campaign

2. Google Ads Features: Account Structure, Campaigns, Keywords

To use the Google Ads basics, you must first create a Google Ads account and then launch campaigns. Once you have received your login data from Google, you can start. You should note from the start that a structured and well-managed account is fundamental to your campaigns. Because depending on how many campaigns or ads you want to place, you have to be able to manage many at the same time.

It is therefore not necessarily advisable to start many campaigns at once at the beginning but to start with the most important products or services. Not only the product to be advertised is important here, but also the definition of the ad groups and the determination of important keywords for the corresponding groups.

You must therefore classify the relevant keywords in the ad groups since Google will not display the ads without matching keywords for your desired target group. So you have to know what keywords a target group is looking for and then set them for the ad. You can manage this with Google’s Keyword Planner, for example. Derr is a free tool that Google offers to search for suitable keywords. This way you can check if your desired keyword is getting high search results. Of course, there are other programs that you can use in addition to Google’s keyword tool.

3. Networks

Another step in planning your campaign is selecting the advertising network. Google Ads distinguishes between search and display advertising networks. While the user in the search advertising network sees the ad in the search results, in the display advertising network he sees the ad as part of a page that he clicked on because the content interests him. Also, you’re limited to text ads on the search network, while you can also run visual ads on the display network. Depending on the strategy, budget and target group, different networks are available for the respective campaign.

4. Monitoring

The ad basics also include monitoring. Every campaign should always be monitored and analyzed. You can do this with Google Ads reports or the much more detailed Google Analytics tool. In this way, errors can be uncovered so that they can be rectified immediately.

Because, especially as a beginner, you often do not know whether your own strategy will work and what is important. Did I achieve my goals? Am I addressing the desired target group? Have I been able to attract more visitors to my website? Did I use the right keywords? Do I have to invest a higher budget? All of these questions need to be answered in monitoring and the error rate is reduced.

5. Google Ads Basics: Overview of the advantages and disadvantages

Advantages:

  • targeted measure
  • fast and flexible
  • Costs are transparent and you can plan them yourself
  • measurability
  • no risk

Disadvantages:

  • time-consuming training
  • Structure and planning of elementary
  • There must be demand for the product
  • wrong keywords prevent advertising effectiveness

You should also know that Google Ads has special rules for placing ads. Because the company has strict rules for advertisements that reach the Internet via Google. Google does not place ads online without prior verification. There were guidelines developed to ensure that the ads do not:

  • advertise for illegal purposes,
  • be misused,
  • possibly support fraud,
  • violate trademark or copyright

If you want to place ads for adult products, then these are subject to various restrictions according to Google’s guidelines. Unfortunately, it can happen that an ad you initiated is not accepted by Google, even though you have followed all the guidelines. This can happen, for example, if the domain and destination URL of an ad does not match. If Google disapproves an ad, it’s your job to find out which policy you violated. Once you’ve fixed the problem, you can request the ad to be approved again.

Conclusion on Google Ads Basics: Incorporation or Outsourcing

If you don’t have time to familiarize yourself with the topic and deal with the regulations and rules, you can also have an agency do this marketing measure. Some specialize in doing professional-level ad serving for clients. And depending on the agreed strategy, the bill will vary. However, if hiring an agency is going too far and you still need help planning your campaigns, you can also contact Google Ads Support.

Frequently asked questions (FAQ) about Google Ads basics

What is Google Ads?

Google Ads can be described as an advertising program that allows the display of text ads for specific keywords in the search results. Google shows a text ad when a user enters the keyword previously specified for the ad in the search field. Your ad will appear before Google’s actual search results, encouraging users to click on it.

How does Google Ads work?

Google Ads is one of the most popular ways to advertise effectively. You only incur costs when a user clicks on your text ad. You can set the maximum amount for the cost of a click in advance, as well as a daily budget, a period of time, but also a regional radius for the placement.

How does the Google Ads bidding system work?

1. Cost per click: The display of the ad is free of charge, every single click is paid for.
2. Cost per view: The same principle as with CPC, except that the respective video runs are counted here.
3. Cost per acquisition: Payment is made for each conversion that takes place via the ad.
4. Cost per mille: You actually pay for the mere insertion.

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