Creating ads is an important part of any marketing campaign. If you’re willing to spend a good amount of money on creating ads, you ought to spend your money in the right place. Usually, most marketers will go for Google ads, as it is known for having more than 259 million visitors and about 4.8 billion daily interactions. For that purpose, Google AdWords was launched in 2008 and 10 years later, it was renamed Google Ads. If you’re thinking of investing in Google AdWords to create your own ads, here is all you need to know.

What is Google AdWords?

Basically, this is an online advertising service or a program created by Google. Due to Google’s expansive reach and a large number of users, your ads will be more likely to reach their target audience. Google helps you to reach your target audience through web ads. If you choose to use it, you will have the option to determine your budget, the location in which your ad will be displayed so you can measure the effectiveness of your advertisements. Seeing that there is no limit to how many ads you can create with this service, you can invest in as many as you want.

Bidding Strategies

Anyone using Google AdWords will have to place their ads in the Auctions. These Auctions are run by Google so that advertisers select a maximum bid amount that they’re willing to pay for your ads, so it is important that you don’t miss out on doing that step. However, you’ll have to choose your bidding strategies first before you place your ads in the Auctions. Here are the top 3 bidding strategies:

  1. Cost-per-impression: if you want to control how many times your ad shows, you should go for this strategy. It is also useful for those who are trying to improve their brand name and image.
  1. Cost-per-click: as the names suggest, this strategy focuses on the number of clicks you’ll get on your ad. They are useful for website owners who’re trying to generate more traffic to their website.
  1. Cost-per-acquisition:  increasing the conversion rate can be a bit difficult without this strategy. If you’re already an established advertiser and in need of increasing sales, you should utilize this strategy.

Keyword Selection

One factor that can be crucial to your Google AdWords Campaign success is your choice of keywords. Highly relevant keywords are always important in any marketing campaign, so in order to achieve that, you need to ensure that you’re following the right strategies. Further, using the Google AdWords keyword planner will help you compile a list of the most popular keywords. Alternatively, you can always compare your keywords with that of competitors, which is another useful strategy, as this will help you rank higher in SERPs and increase your ad’s visibility. You can do this by using Keyword Spy.

Quality Score

Unsurprisingly, Google has a method with which it can measure the quality and relevance of your ads. This happens to measure how useful your ads are to customers. Thus, the higher your quality score is, the better that will be for your business, the more traffic you’ll get, etc. Quality score is important, as it will display your ads above competitors even if their maximum bid is higher than your own. Checking quality score happens by giving every keyword a score between 1 to 10. From the Keywords tab, you can check your keywords diagnostics, so make sure that you check out this score more often to decide whether or not to change your keywords.

Best Practices

Let’s face it, there is a high chance that your advertisements on Google won’t give you the desired results. In that case, you’ll have to follow a set of steps to ensure that your ads are not underperforming. Considering that you’ve taken the information we mentioned above into consideration, you can implement these steps next:

Avoid Broad Keywords

We’ve already emphasized the importance of using the best keywords. Choosing relevant keywords that are in demand is imperative for them to work. If you choose to use keywords that are on the broader side, your ads will be displayed to the wrong audience, which means you won’t have as much traffic as you wanted. Thus, you’ll need to employ the right keyword tools in order to display your ads to the right audience.

Don’t Use Irrelevant Ads

Ads won’t magically garner clicks unless they serve the purpose of the audience. They should be interesting for the viewers and relevant to what they’re looking for. Therefore, you’ll need to make sure that your ad copy and headline are matching the keywords which you’re bidding on. You will also have the option to create as many ads as you want, so you can create ads for different campaigns and decide which ads work best. You can use the Responsive Search Ads tool, which will help you determine which ads to use for your campaign.

Optimize Your Ad Landing Page

When visitors go to your website, they’re likely looking for quality content or are trying to purchase a quality product. Thus, your efforts should be dedicated to creating a high-quality landing page to attract more visitors. Your page should be using the same keywords. It should also contain information that answers your visitors’ questions.

Advantages and Disadvantages

Google AdWords is known for its flexibility, especially with keywords, bidding strategies, and format that you use for display ads. It is also fast in showing results and can be used when operating on a changeable budget. Since it offers the options of setting up your daily budget, you’ll be able to increase and reduce your budget as you see fit. Unfortunately, though, there are some disadvantages that you should take note of. Every click on your ads, for example, is chargeable. It can also make it difficult to compete with bigger companies. In addition to that, Google AdWords doesn’t share any info relevant to the competitor’s site.

Now that you know about Google AdWords, you’ll be able to use this marketing campaign to your benefit, but before you do that, make sure that you go through all the possible strategies for bettering your ads. Google ads are extremely competitive, so unless you know exactly what you’re doing, your campaign might not be as successful as you wished it to be.