Google Ads For Beginners - A Comprehensive Guide

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If you've created something incredible, people automatically notice it. Well, in today's world, if you build a great Google Ads campaign, they probably will. Digital advertising was a luxury, but now it's a must, especially for new businesses trying to get noticed. So, what kinds of Google ads should you use? What goals should you have (other than just selling more stuff)? How do you know if your campaign is doing well, and how much will Google Ads cost you? Therefore, the following blog will discuss in-depth knowledge of Google Ads for beginners.

What is Google Ads Services?

Google Ads, also comprehended as Google AdWords, is like a stage where you can showcase your stuff online. Moreover, it's a way for you to let people know about your products or services on Google's search engine, partner websites, and even YouTube. Just to clear your doubts, when we say "Google Ads," we mean the platform itself, and the actual ads you see on Google.

To display your ads on Google, you must pay a small fee. It's like a mini-auction where you decide the most you're willing to pay when someone clicks on your ads. In short, this process is called "bidding," it's how Google figures out the cost for your ad to be in the spotlight.

You might wonder, "Why pay when Google has free listings?" Well, those free ones are called organic results. They pop up based on how much they match what people are searching for. In addition, Google has various factors to decide which results are free.

Type of Google Ads

Google Ads has various ad types to suit different needs:
 

Responsive Search Ads:
 

• Description: Basic text ads on Google search pages.
• When to use: Always; suitable for all brands.
• Specs: 3-15 headlines (30 characters each), display URL, 2-4 descriptions (90 characters each).

Performance Max Ads:
 

• Description: A strategic combo of machine learning and bidding strategies for specific goals.
• When to use: Complement basic search ads, clear goals, and additional targeting data.
• Specs: Various ad and creative formats.

Discovery Ads:
 

• Description: Appears in product research spaces, utilizing various formats.
• When to use: Existing campaigns, scaling sales, retargeting with a custom audience.
• Specs: Multiple ad formats (text, graphic, video), require a Google tag on the website.

YouTube Ads:
 

• Description: Video ads on YouTube, various formats.
• When to use: Product launches, brand awareness, quality video content.
• Specs: Skippable/non-skippable in-stream ads (varied lengths), bumper ads (6 seconds), various formats.

Display Ads:
 

• Description: Image or video ads across the Display Network
• When to use: Visual assets available, retargeting existing audience.
• Specs: Various dimensions for image ads and HTML5 ads for eligible users.

Shopping Ads:
 

• Description: E-commerce ads showcasing product catalogs.
• When to use: Essential for e-commerce, integrates with platforms like Shopify and WooCommerce.
• Specs: Structured product data feeds, updated every 30 days.

App Ads:
 

• Description: Drives app downloads for iOS or Android
• When to use: If you have an app, eligibility requirements.
• Specs: Images, optional videos, text (headlines, descriptions)

Smart Campaigns:
 

• Description: AI-powered campaigns with specific goals.
• When to use: Beginners, efficient for experienced brands.
• Specs: Components include headlines, descriptions, URLs, business names, and optional contact info.

Choose the type based on your objectives, resources, and target audience.

Preparation of Google PPC

Before diving into Google Ads for beginners, it is vital to use Google Pay Per Click advertising wisely. Instead of a broad goal like 'more sales,' get specific about your objectives. Building trust with your website visitors is crucial for online sales, as first-time visitors may not make a purchase right away. Moreover, businesses can have various goals for Google Ads, including generating sales, registrations, email sign-ups, lead generation, and enhancing brand awareness. Remember, if you have multiple objectives, you'll need different campaigns for each. Also, ensure you have a landing page ready before starting with Google Ads for beginners.

What is a Landing Page?

A landing page is where users 'land' when they click your ad. It's a separate webpage designed for a specific goal, distinct from your main website. In addition, a well-designed landing page is vital for Google Ads' success, converting visitors into leads or customers. Keep these tips in mind:

1. Focused Landing Pages: Create individual pages for different offers. Too many objectives on one page can confuse visitors.
2. Call to Action: Highlight the desired action button on your landing page for a clear direction.
3. Mobile-Friendly: Ensure your landing page works well on mobile devices, as many users browse on phones.
4. Promise Delivery: Match your landing page content to your ad promises. If your ad mentions a discount, show it on the landing page.

With clear objectives and dedicated landing pages, you can move further. So, it's time to understand the merits of using these Ads on Google.

Google Ads Benefits

Have you ever wondered why Google Ads for beginners is a superhero for their online businesses? Well, let's dive into a few super merits that make it such a fantastic tool for advertising.
 

1. Precise Targeting: Google Ads has this cool trick where business owners can choose who sees their ads. In addition, it's a filter for your audience based on where they live, how old they are, what they're searching for, and more.
    
2. 2, Device Choices: Since 2013, Google Ads has let businesses choose the type of devices their ads appear on. For searches, you can pick between desktops, tablets, and mobiles. But wait, there's more! On the display network, you can get super specific, targeting devices like iPhones or Windows.
    
3. Clicks Matter, Not Just Views: The best part about Google Ads is that businesses only pay when people click on their ads. It's a special deal called pay-per-click (PPC). Forget paying for just being seen – now, you only pay when someone is curious enough to check out your website.
    
4. Clicks and Views in Sight: Google Ads lets you see how many people look at your ad and click on it. It's like having a unique report that tells you who's interested in your stuff. But wait, there's more! These Ads don't stop at clicks. You can also track how many people do what you want them to do after checking out your website.

Here, we have gone through the advantages of using the Ads. Now, we should know how to set up this.

How Google Ads Work?

The following section will explain the necessary steps to set up Google Ads for beginners.
 

Step 1: Get Started
 

Visit the Google Ads website or Google Ads Manager and sign up with your Google account. If you don't have one, it's easy to create. This step takes only a few minutes. Once signed up, you'll be directed to create your first campaign. Here, set your budget, target audience, bids, and write your ad.

Step 2: Set Your Budget
 

Defining your budget is crucial. Set a daily budget to avoid overspending. Afterward, start with averages if you're new. Then, consider the conversion rate for your industry to determine your cost per acquisition (CPA). After choosing your currency and budget, save and move on.

Step 3: Choose Your Audience
 

Specify your target audience's location. As a result, it ensures your ad is shown to users searching with relevant keywords in your chosen geographical area. Use advanced options for "radius targeting" to focus on specific areas. Further, pick entire countries or cities based on your business nature.

Step 4: Choose a Network
 

Choose between Google's Search Network and Display Network. For beginners, the Search Network is recommended for targeted keyword searches. Display ads are better for branding but may have a lower cost per click (CPC).

Step 5: Select Your Keywords

Choose 15-20 keywords relevant to your business. Focus on a few that are sure to bring results. Be mindful of search volumes and costs. However, Google Ads works on a bidding system, and high-volume keywords can be expensive. Understand four keyword match types: broad match, broad match modifier, phrase match, and exact match. Use negative keywords to avoid irrelevant audiences.

Step 6: Set Your Bid

Google Ads operates on a bidding model. Set the amount you're willing to pay for each click. Google can set it for you, or you can do it manually. For beginners, automatic bids are a good start.

Step 7: Write Your Ad

Craft a compelling ad. Keep it short, with a powerful headline and a clear call to action. Include keywords in headlines and utilize the limited characters wisely.

Step 8: Create Your Ad

Save your ad, and Google will ask for business and payment information. You'll be charged when your budget is exhausted or after 30 days, whichever comes first.

How to Evaluate Your Campaign?

One of the great things about Google Ads is its ability to track performance. You can see how well your ad is doing by following a few simple steps.

Firstly, choose a conversion source. For small businesses, the most common sources are:
 

• Websites: When someone clicks on your ad, goes to your landing page, and takes the desired action.
• Phones: When a mobile user calls you using the phone number in your ad or by clicking the call button on your website.

Begin by setting up a Google Analytics goal on your website. Then, follow additional instructions for setting up Google Ads conversion tracking, especially if you're using WordPress, WooCommerce, or Easy Digital Downloads.

You can also track phone conversions from your ads. Now, we will learn about the quality score of Google. 

Google Quality Score

Google keeps tabs on how well your ads are doing and uses that data to decide where your ad appears on the search results page. Moreover, they assign a Quality Score (QS) to each of your keywords based on these factors:
 

1. Landing page relevance: How relevant the keyword is to the content on your landing page.
2. Expected click-through-ratio: The likelihood of a user clicking on your ad after searching for the keyword.
3. Ad relevance: How relevant your ad is to the keyword.

You can check the quality score of your keywords by adding the "quality score" column under the keywords tab in your Google Ads account.

The quality score not only influences where your ad shows up but also impacts the bidding process and your cost per click. To determine your ad's position, Google multiplies the bid amount by your quality score. For example, if your quality score is 0.7 and you bid $1 for a keyword, your ad might be placed below a competitor with a quality score of 0.4 and a $2 bid.

A Quality Score of 7/10 is recommended and is usually sufficient. Going above seven is excellent but may not always be necessary. Anything below 7 indicates room for improvement and should be addressed.

Conclusion

In a nutshell, Google Ads is your digital billboard. This comprehensive guide demystifies Google Ads for beginners from setting up your first ad to optimizing it. It's like paying a small fee to get the best spot, but it's worth it for the attention. Just keep in mind that with Google, there are free and paid options, and each has its way of getting noticed.