Get started with Google Ads, part 2

January 22, 2018 -  By

Google AdWords is Google’s main advertising product and main source of revenue. The AdWords program includes local, national and international distribution.

In the past year, Google has changed the format of the ads it shows to make them look more like the organic listings that appear below them. The company has done so because searchers are 60 percent more likely to click on the organic listings rather than a paid ad. However, this percentage can be misleading, and a well-written ad can lead to many clicks.

It’s important to note that each ad represents a group of keywords you choose. That’s why you want to make sure you group your keywords together in small groups. This way, your ad makes sense no matter the keyword used in your group. For example, you’d want to keep your keywords for patio installation and sprinkler systems separate.

When creating an ad for the first time, it’s important that you know the different parts of a Google ad and the character limits for each.
A Google ad consists of:

  • Two headlines limited to 30 characters each;
  • One description line limited to 80 characters; and
  • Your website URL.

Writing a well-performing ad means using your keyword as much as you can in the copy. This tells the searcher that if he clicks on your ad, he is going to a website that more than likely has what he’s looking for. Additionally, a strong offer can help persuade a searcher to click on your ad over the others that appear next to it. It’s important that you know exactly what others are offering, so you can make sure your offer is in line with theirs—or even better.

Google has changed the format of its ads because it found that searchers are
60 percent more likely to click on an organic listing than a paid ad.

Check your account settings

Finally, you need to choose the settings that apply to control your campaigns. These settings often are the easiest way to ruin a good pay-per-click effort. Google often defaults to basic settings that could cost you a lot of money, so I recommend the following:

  • Choose “search network” only and “all features.” Google allows you to choose which network to display your ads on, either the search network (the standard Google search page) or the display network (where visual banners show on websites across the Internet). Since you’re creating “text” ads, it makes sense to deliver your ads to the search network only. Additionally, selecting “all features” allows you to use ad extensions, which we’ll discuss below.
  • Narrow your location and schedule ads. Google defaults its location settings to the U.S. when you set up your account. Change this setting to either a service radius you cover or the individual cities you serve. It’s also important to consider ad scheduling—in other words, choosing what time of day to show your ads. Using this feature, you can “turn off” your ads during the middle of the night to avoid wasted spending.
  • Consider ad extensions. Google allows you to create ads larger than the set character limits by enabling ad extensions. Some of these extensions include your company address, links to important pages on your website, a click-to-call phone number and other features that can make your ad stand out from the others on the page.

Getting started with a Google Adwords account may seem like a daunting task if you’re new to the world of digital advertising. However, it’s a must in today’s market so your business appears online when potential customers search for products and services like yours.

In addition to these tips, there are hundreds more offered by Google on its Adwords YouTube channel. Finally, Google even has a program called Google Adwords Express, where a representative will help you set up your first Adwords account at no cost to you.

Catch part 1 of this article here.

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Shaun Kanary

About the Author:

Kanary is Director of Demand Generation for Kuno Creative, a digital marketing agency. A member of the green industry for the past 20 years, he has consulted with green industry companies throughout the U.S. and gives marketing lectures at several industry conferences every year. Kanary is also an adjunct professor of marketing at Baldwin Wallace University and a Certified Google Adwords and Analytics Individual.

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