Google advertising can be quite fruitful; once you master the fundamentals, you will notice rapid results. However, if you have no prior experience with online marketing or any of the accompanying strategies, or tools, the initial learning curve may appear to be rather daunting.

It is in your best interest to become familiar with Google Ads given the pervasiveness of Google. Your company, product, or offerings will be shown to a greater number of individuals who are likely to be interested in what you have to offer, and you will earn favor in Google’s eyes, which will result in an improvement in your organic search ranks.

However, it is important to take things slowly in order to achieve success. In this Pammsoft’s blog, we have penned a guide (Part 1) to assist you in creating your first Google display ads. Let’s put in some teamwork to get beyond this rather insignificant hurdle.

Why Should You Use Google Advertising?

Through Google advertising, you will be able to introduce your goods and services to a highly targeted audience who are already in the process of looking for them. In addition to the pay-to-play power of advertising on the most widely used search engine in the world, google display ads may be able to assist you in achieving a high Quality Score, which is a rating that reflects the overall ad-score of your company. So, what is the key benefit of responsive display ads? It’s a Quality Score!

The Quality Score is determined by several variables, including the click-through rate, the relevance of the advertisement, and the experience provided by the landing page. Google uses this indicator to assess which advertisers are more likely to deliver Google display ads that are trustworthy and relevant to their target audiences.

You know, the advertisements that have a ton of keywords, and when you click on them, you get taken to some random page that has a million different products? They probably have extremely low-quality scores, which is bad news for a number of reasons. This quality usually depends on some of the following factors,

  • The advertisements which are permitted to be displayed.
  • How ads that are qualified to be shown in search results are ranked.
  • The cost-per-click that you, as an advertiser, will be responsible for paying.

Google advertising is less concerned with the keywords you use on your site and more concerned with how well your site operates. Your Quality Score will increase depending on how relevant your keywords are to the offer you are making, how specific your ad messaging is, and how closely your landing page matches the ad. This results in increased opportunities to put advertisements, improved placement for those advertisements, lower cost-per-click rates, and a higher return on investment.

What Types of Google Ads Can You Run with Google Advertising?

This section will just cover the Search Network advertising types of Google ads because we want to keep things as straightforward as possible. Let us see some of these types,

  • Search Network:  The Search Network includes the text advertisements provided by Google that appear next to search results when a user enters a query into the search bar.
  • Display Network: Display Network is a system developed by Google that consists of websites, blogs, and other online properties that may be used to deliver visual adverts to prospective customers.
  • Video: Commercials shown using video platforms such as YouTube and other video-sharing websites.
  • Search Network with Display: Ad placements that appear in search results as well as website layouts are referred to as being part of a search network with display.
  • Shopping: These advertisements display at the top of the search results and include in-depth descriptions of the products you are selling.
  • Universal App: When your program is a Universal software, Google Play, YouTube ads, the Google Display Network, and Google Search may all work together to help spread the word about your product.
  • Ad Extensions: Ad Extensions are a sort of advertising overlay that can include a company’s phone number, physical location, star rating, and other connections to the company’s website. 
  • Remarketing: People who have already been to your website will see your advertisement when they browse the Display Network since cookies are used. This is also one of the most common types of ads.

Which Keywords Should You Bid on Google Search Ads?

The Google Keyword Planner is an excellent tool for conducting research on keywords, locating new phrases to target, and obtaining approximate bid estimates. You will need a Google AdWords account in order to utilize the Keyword Planner, but don’t just start running Google search ads immediately. First try signing up, as it won’t cost you anything.

So, how do Google ads generate responsive search ads? There are a few things to keep in mind, and they are as follows:

  • Not only should you think about keywords, but also search intent. Imagine that you are your customer; what are some of the issues that they may be dealing with that your product or service could help them solve? Try looking for “funny cat outfits” or “novelty cat clothing” if you’re selling grass skirts for cats (or “nearest hospital” if you’re concerned about the potential ramifications).
  • Keywords that are more specific are essential for websites that offer more specific goods and services and for clients that are more specific. Let’s imagine you have a surplus of women’s size eight Nike running shoes and you may choose any pair you want. It is likely that someone searching for “women’s size eight Nikes” or “women’s Nike running shoes on sale” will find your advertisement to be incredibly relevant to their needs. Keep in mind that you need to strike a balance between being hyper-targeted and using terms that have adequate search traffic in order to get in front of people, so keep this in mind as you move forward.
  • Bid on search terms that are more broad if you want more people to view your advertisements. If your advertisement is applicable to a wider range of situations, you will be able to attract a larger number of people and enjoy greater levels of success with it. However, you should experiment with a variety of broad phrases that are both relevant to your service and give your ad a good chance of getting noticed. This is because keywords that have higher search traffic tend to have more competition and may cost more to bid on.
  • If you’re interested in that type of thing, Google offers a service called Smart Bidding that uses machine learning to place bids on keywords and optimize Google search ads for conversion.

Expert tip: “Keyword research is not a chore that you can just “set it and forget it.” It is a continual process that requires frequent attention in order to both expand (by finding new keywords to test) and perfect (by removing keywords that are not doing well).

Final Thoughts

Finding keywords with low search volumes may require additional research using Google Search Console for organic search queries, talking to current customers, sales teams, and industry experts, using competitive intelligence tools like SEMRush or Spyfu, and looking at data from Google Trends. While Google Keyword Planner does an excellent job of finding keywords with moderate to high search volumes, it does not perform as well when searching for keywords with low search volumes.

In this article, we’ve covered the basics of setting up a Google search ads campaign, in the next part we will cover a detailed stepwise chart of setting up a Google ads campaign. So, stick around for more!

If you also want some help with your Google ads campaign or any other digital marketing endeavors, feel free to approach Pammsoft!

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