Google ads for Begineers

INTRODUCTION
The challenges of running an effective Google Ads Pay-Per-Click (PPC) campaign
can be great. As with other marketing channels, it’s important to start with
your target audience: identify who they are and then create a targeted Google
Ads strategy. You also need to identify and understand your key competitors.
This guide will help you with your Google Ads strategy by equipping you with
the techniques that top PPC experts use to achieve high return on investment
(ROI) on all the campaigns they launch and manage. So, whether you manage a
small account with one or two search campaigns, or you manage multiple
accounts and spend thousands each month, you will be able to apply the
insights in this book to create outstanding campaigns. This guide will equip you
with all you need as a beginner to setup and run effective campaigns in Google
Ads. You’ll run better performing ads than your competitors if you follow the
ideas here and implement them. You’ll learn what Google Ads is and how it
works for businesses and organisations that want to advertise via the Google
search engine.

It will help you gauge how well your campaigns are performing compared to
the ROIs that other businesses are achieving. An important thing that you’ll
learn here, which will also serve you well in the future too, is how to set your
budget and how much to start with. This will help you to be competitive while
being cost-effective to ensure you receive a good ROI. Finally, you’ll learn how
to manage your campaign and how to focus on the key points to ensure you’re
on top of it all, so that you can achieve quick profitability.
HOW GOOGLE ADS WORKS

Your ads will appear next to other ads in an auction system when you bid on
keywords that relate to your products or services. Your position in the results
depends on a number of factors such as your maximum bid limit,
competitiveness of your keywords, number of competitors, quality scores, and
so on. Generally, the higher your ads are, the more traffic you will get and the
more conversions you’re likely to get. So, being in the top positions has a lot of
benefits, although it can get expensive if you overbid. Google Ads is an
advertising platform that uses the PPC model of advertising. So, any business
that wants to advertise on Google and target its customers must pay for each
ad click that either leads to a website visit or a direct phone call.

The average return through Google Ads is 200%, and that has helped many
advertisers to be profitable. There are many businesses that have achieved
much higher returns, with some even reaching 2,000%. That means some
businesses are seeing an impressive return of $20 for every $1 spent. There are
several things that are required for you to be able to advertise on Google and
promote your business, products, or services.

A GOOGLE ADS ACCOUNT

First, you’ll need to create an account at the below website to advertise on

Google: www.ads.google.com You can do this in minutes and then add your
payment details including your credit/ debit card.
CAMPAIGN

Next, you’ll need to create a campaign. In there, you’ll add things like your
budget, locations you want to target including languages, and you’ll set a bid
strategy that will help you to bid on the keywords you want to appear for. And
you’ll create your ad groups in the campaign where you’ll add your ads and
keywords.

CAMPAIGN

Next, you’ll need to create a campaign. In there, you’ll add things like your
budget, locations you want to target including languages, and you’ll set a bid
strategy that will help you to bid on the keywords you want to appear for. And
you’ll create your ad groups in the campaign where you’ll add your ads and
keywords.

Regarding the number of ads you create, it’s fine to add one responsive search
ad in each ad group. The system then works out the headline and description
combinations that are relevant to the search terms.

KEYWORDS

Keywords are an important feature in Google Ads. So, you’ll need to carry out
some keyword research to find those that are relevant to your products or
services and what people are searching for on Google. Use the Keyword
Planner tool in your Google Ads account to carry out the research. It’s an easy-
to-use tool and you’ll find it in the Tools & Settings section in your account.
IS IT EASY TO RUN GOOGLE ADS?

This is the question many people who are new to PPC advertising are asking.
It’s a reasonable question considering all the misinformation out there about
Google Ads advertising. The reality is that it is easy to run Google Ads and many
people that are new to this platform have discovered that to be the true. Of
course, there is a bit of a learning curve with some of the features, and
depending on the campaign type that you setup, you may have to go through a
bit of a learning process to get accustomed to it. But there are some steps you
can take to resolve that. One of the ways to overcome it is to get one or two
hours of Google Ads training to get a good introduction around the main
controls.

And you can read many helpful articles or a Google Ads blog to get step by step
instructions on how to setup effective campaigns. I’ve listed some tips below to
help you get started.

GOOGLE ADS INTERFACE = The Google Ads interface has undergone many
iterations over the years. The current Google Ads interface has been around for
a few years and is proving to be one of the most intuitive in the PPC industry
and for Google itself. You can easily jump from campaigns to ad groups to
keywords and more. And it’s a lot faster than previous versions. Taking a
tutorial will help to familiarise you with the controls and will easily show you
how to do what you need to, to advertise effectively.
CAMPAIGN TYPES = Some campaign types are easier to create than others.
Some can be setup in minutes, like Smart campaigns that only require a few
details from you such as the keywords, locations to target, some ad text and a
few others and you’re good to go. Other campaign types like Search campaigns
require some level of research before you can advertise. So, you should do
some keyword research and competitor research to setup good campaigns. You
will also need to set things like location and language targeting, a bid strategy,
ad extensions, negative keywords, text ads and more. And then there are
campaign types that require a lot of testing like Display and Video campaigns to
get a good ROI. So, you’ll need to run some experiments and include ad
variations and change some features as you advertise to find the best campaign
type for your business.

WORK WITH A GOOGLE ADS EXPERT = One way to get you started effectively
is to work with a Google Ads expert. This is especially important if you’re still
struggling to understand the features and need help getting started. An expert
will help you with things like keyword research, campaign setup and more.
They can also train you, so you can take over the management of your
campaigns if you’d prefer to. So, this will help make advertising on Google a lot
easier and you’ll be able to start increasing profits more quickly for your
business than struggling by yourself. Just make sure you check that they have
experience in your industry and have reviews/references and case studies to
show their expertise. And it’s even better if they are a certified Google Partner.
HOW GOOGLE ADS HELP BUSINESSES = Whether you’re a small or large
business, Google Ads can help your business to drive sales or leads online
through effective ads. In fact, Google Ads allows the smallest of businesses,
with very small budgets to appear right next to some of the biggest companies
and advertisers on the planet. That is hard to achieve with other advertising
channels, especially offline ones like TV and print (commonly referred to as
above-the-line marketing), which require large budget outlays.

So, here are some ways that Google Ads helps businesses:

TARGET PEOPLE WHO ARE SEARCHING :

One of the main ways that Google Ads helps businesses is by helping them to
target people that are searching for their products or services on Google and
other partner search engines. So, you can find the keywords that people are
searching with on Google and target them with your text ads. That means
you’ll need to carry out keyword research to find the keywords that they are
using to find your products or services. And you’ll then create a Search
campaign to start advertising as soon as your ads are approved.

GET SALES OR LEADS :

Google Ads help businesses to drive sales or leads online. Using the ads and
keywords as described above, you can create campaigns that are focused on
driving these conversions. And you can do this with other campaign types
besides the Search campaigns too. You can also build Display and Video
campaigns and create image and video ads to promote your products or
services. To manage your campaigns effectively, you’ll need to setup conversion
tracking to track all leads or sales that you get, and you can do this in your
Google Analytics or Google Ads account.

RAISE BRAND AWARENESS :

If you’re looking to raise brand awareness and increase exposure for your
products or services, then Google Ads is the right platform for you. There are
campaigns that can help you with that including Video and Display campaigns.
You can use image and banner ads to advertise, and text ads on Display sites
and YouTube as well.

WHAT IS A GOOD RETURN IN GOOGLE ADS?

According to Google, the average return from Google Ads is 200%. That means,
on average, advertisers get back £2 for every £1 they spend running PPC
campaigns. That’s a good return on ad spend and is the reason why Google Ads
is such an effective way to advertise online. In fact, this unique way of
advertising targets people who are actively searching for your products and
services online. However, there are many businesses and industries that see
much higher returns; up to 1,700% and even more. This differs from industry to
industry of course as described below:

ECOMMERCE BUSINESSES :

One of the benefits of promoting an ecommerce business with Google Ads is

that tracking the ROI is much easier when compared to other types of
businesses. This is harder, for example, with B2B industries which have usually
a longer purchase cycle. Using Shopping and Search campaigns, you can target
people who are searching for your products on Google, and they can purchase
from your website through clicking an ad. Your product listings, which show a
title, image, and price, help to promote your products effectively and achieve a
good return. And with your text ads in your Search campaign, you can highlight
the benefits of your products and help to achieve a high click-through-rate
(CTR) which will boost your sales.

So, the return on ad spend for ecommerce businesses is relatively high,

especially for Shopping ads which target people who are mainly in the latter
stages of the buying cycle. But competition can be quite high for many
ecommerce businesses and online retailers, and that can have an impact on
returns. It can often take months or years for these businesses to have highly
profitable Google Ads campaigns as they build their brands.

SERVICE BUSINESSES:

A return of about 200% is a good start for service-based businesses, whether

in the B2B or B2C space. Of course, this covers a wide range of business types,
and this will differ widely, but achieving a 200% return will ensure that your
campaigns are profitable. As you manage and monitor your ads, you can work
on improving this return and be more profitable. Many businesses that offer
unique benefits as part of their services and have less competition can achieve
returns of up to 1,000%. Many of these are highly specialised. For example,
accountants that work with specific industries. So, specialisation is an effective
way to achieve a high ROI.
HOW LONG DOES GOOGLE ADS TAKE TO BE PROFITABLE?

So, how long does Google Ads take to be profitable? The answer to that
question varies from industry to industry and from business to business. But
the good news is that many businesses are profitable within days of activating
their ads. There are many businesses that achieve over 1,000% return on ad
spend, so Google Ads is very profitable. It can happen quickly, but at times it
takes longer, so giving your ads some time to run is important too. It’s
important that you’re actively managing your campaigns by doing things like
adding negative keywords. This will help to block searches that are not relevant
and make your ads more targeted and therefore more profitable.

B2B & B2C INDUSTRIES :

However, some campaigns can take weeks or months to be profitable, and

that’s for both B2B and B2C industries. For example, the click to lead
conversion for some B2B industries can be a few weeks, so it will take a while
to reach your lead gen targets and be profitable. It may take weeks or months
in some cases, as people come to know your business more and keep returning
to either purchase or make contact. So, raising brand awareness is important
too. It helps to shorten the purchase cycle and makes your ads more profitable
as time goes, and that works for both B2B and B2C.
ECOMMERCE BUSINESSES

For ecommerce, people will often shop around and spend days or weeks
looking at different offers before purchasing. This is usually the case if the
products are relatively expensive. And for some ecommerce businesses,
customers only become profitable after making multiple purchases, so it’s
important to include other channels like email marketing and remarketing to
keep reminding them of your offers. You must also consider the lifetime value
of your customers. You should calculate this to be able to see your profitability
and to help you set the correct budget.

EFFECTIVE CAMPAIGN :

In today’s competitive market, advertisers need to have an effective marketing

strategy to reach their clients and customers. Running a Google Ads account for
your business is what you need to reach your target market. As mentioned
above, Google Ads is a PPC advertising platform that allows you to target
people that are actively looking for your services or products. This is known as
an inbound system and you only pay for performance like impressions, clicks
and calls to your business. To get started with Google Ads for your business,
visit www.ads.google.com to create your account and then follow the steps
below to create your first campaign

1. Sign into your Google Ads account.

2. Select ‘Campaigns’.

3. Click the plus icon to create a new campaign.

4. Choose the goal of ‘Sales’, ‘Leads’ or ‘Website traffic’. a. You can also select
‘Create a campaign without a goal’s guidance’.
5. Under ‘Select a campaign type’ select ‘Search’.

6. Under ‘Select the ways that you’d like to reach your goal’, you can enter
additional information about your business.

7. Click ‘Continue’. 8. On the next page, you’ll enter a name for your campaign.
These are some tips to follow as you create your campaign, including the ad
groups where you’ll house your keywords and ads.

CAMPAIGN GOAL:

If the goal for your Google Ads account is to drive leads and enquiries, then
you should select the ‘Leads’ goal. This determines the features you get to
promote your business.

This also determines the campaign type that is available to you. For example, if
you want to target people looking for an accountant in your location, you
should choose the Search campaign. So, anyone searching for an accountant in
your location on Google or its search partner websites, either on a desktop,
mobile or tablet will see your ad and can click through to your website. Later,
you can setup other campaign types like Display, Discover and Remarketing to
retarget your past visitors or reach them in their Gmail accounts.

CAMPAIGN TYPE:

A Search campaign type allows you to target people actively searching for an
accountant in your location. For a ‘Lead’ goal, this means you are looking to
drive calls and enquiries to your accountancy firm.
After selecting ‘Search’ as the campaign type, you are presented with five
options that help you reach your goal. Because you want to drive leads, the
website visits, phone calls and lead form submissions from the above would be
the most ideal. You can select all three and then provide the required info like
the website address and phone number and add the lead form.

BUDGETS:

To run an effective Google Ads campaign, you should have the right budget
amount. Initially, you will have a small budget to test your ads and keywords
and then you can increase it as performance improves.

Many businesses start with £300 or $500 in their Search campaign and then
increase it as search relevance improves and enquiries increase. See the
section below on more information on how to set your budget.

BIDDING :

For your Search campaign, you have access to both automated and manual
bidding strategies. An automated strategy like Maximise Clicks is one of the
best bid strategies to start with. It helps you get as many clicks as possible for
your budget. The automated bid strategy sets the bid automatically at auction
time and will be determined by many factors, like the search term, device used,
location, browser and much more.
KEYWORDS :

When choosing keywords to target certain customers, think of the actual

searches that people will conduct on Google. There will be many, of course,
because people will think of various words and services when looking for
accountancy services for example, so you won’t be able to add them all as
keywords. However, you can still target them with the keyword match types
that you use. For example, a phrase match keyword like ‘local accountant’ will
match with a wide range of search criteria that include synonyms, misspellings,
plurals, singulars, close variants and so on. This will include:

Local accountants – plural

Accountant near me – close variant

Local accounting firm – close variant

You can, of course, block any that you don’t and add them as negative
keywords, and that will block them from triggering the searches.

TEXT ADS:

There are a few ad types available for your Search campaign. If you’ve selected
‘phone calls’ as one way to reach your prospective customers, then you can
add some call-only ads. With this ad type, you only pay when someone calls
your business looking for your solutions. This can be cost-effective and will save
you a lot of money from wasted clicks. However, running call-only ads will limit
your reach and lead to less potential traffic. A responsive search ad gives you
wider reach and more text space to promote your business. Your ads will
appear on all devices and the Google machine learning algorithm picks the best
headline and description combinations to maximise your reach at auction time.

LOCATIONS:

As an accountant targeting local clients, you have the option to target a town,
city, postcode, county, or territory. Or you can use radius targeting to target
people within a certain distance of a location like a town or postcode. You can
also add multiple locations in one campaign like cities that are related to your
customer base.

AD SCHEDULE:

The timing of when your ads are active is important because that determines
who sees them and what enquiries and leads you get. For example, an
accountancy practice running ads during working hours only is a standard
option because you will reach businesses and people that are ready to make
contact and sign up for your services. However, running ads 24/7 is also
beneficial as people now do a lot of research outside of working hours, such as
in the evenings and weekends. This prevents any missed opportunities, and
you can increase clicks and enquiries by targeting searches in your location.

In Ad Schedule, you can set the days and hours when you want your ads to be
active. You can then change it as you assess its performance for when you
receive the most engagement from potential customers.
HOW TO SET YOUR GOOGLE ADS BUDGET

One of the important things you will need to consider when looking to
advertise online is what your Google advertising cost budget should be. This is
especially true if you plan on advertising on Google and its partner websites
and apps. As effective as Google Ads is, it can only be truly effective for your
business if you have a sufficient budget. Many businesses, and small ones in
particular, don’t do any research before planning their campaigns, and
therefore assign the wrong campaign budgets. When this is done correctly,
you’ll quickly see which ads, keywords, campaigns, ad groups, etc., are working
for you – and which ones aren’t. I’ve outlined some points here that you should
consider as you work on your Google advertising cost strategy. Hopefully, this
should help you to better understand how to set a budget and update it to
maximise sales or leads for your business.

ADVERTISING BUDGET:

The budget feature in Google Ads helps you set a daily limit on how much you
want to spend. On some days it will exceed your limit, especially when there
has a high volume of searches, but you won’t be charged more than your daily
budget multiplied by the average number of days in a month (30.4 days).