How to Advertise on Google & Boost Your Business in 2021

Cody Cromwell
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What Are Google Ads?

A Google Ad is a text, graphic, video, or shopping list that appears in the right sidebar of Google searches, news search results, and product advertisements. During its early days, the ads served the purpose of selling ads (if you loved something, just type the name in the Google search bar and see what Ad popped up), but now they’ve evolved to serve the purpose of driving more traffic to websites.

Google Ads are just a part of Google’s advertising platform known as the Ad Network.

Google offers a couple of Ad and Search Network alternatives to give you a hand with setting up your ads. Some of which are: Google Ad Manager (previously known as Kameleoon Ad Manager), Google Ad Selector, and Google Campaign Manager.

Google Ads operate through the Ad Exchange and Ad Grants ecosystems. In addition, Google Ads offer various targeting options. When you run ads through Google, you can target users based on a variety of criteria, including their location, age, interests, and number of previous visits to your website, just to name a few.

With Google Ads, it’s all about targeting your audience as precisely as possible. If you do well in this regard, you’ll be able to run effective Google ads campaigns.

How Google Advertising Works

Google advertising is convoluted. You have to create different campaigns for different ad groups for different times, and it can be really confusing.

However, the following 9 steps to advertising on Google will help you make a much better ad.

Most of these tips already have been covered in this blog, but we'll summarize them here.

{1}. Start with your main slogan or "hero graphic" for your company. Mine is: "Make marketing fun again."
{2}. You want to monitor the "Average position bid" so that you can keep it close to 0. This is an important feature to track because you want your position to stay similar to your higher bid or you risk your bid climbing, and the higher it climbs, the less money you get for your click. It also matters whether you are on the right search terms.
{3}. Make sure you're running dynamic keyword insertion in the text that supports your ad. This is a pretty important feature to have, as it is a way to target just the right people.
{4}. Creating remarketing audiences is incredibly important. You should be able to create various audiences and send traffic to those various audiences.
{5}. Get the most out of your ad copy. Use your title and description. You should be following the guidelines of each of those to ensure that Google understands just what you're advertising.

How to Advertise on Google in 10 Steps

As a modern businessperson, you’re likely to know a little about online marketing. As your business grows and sales increase, you’ll want to start optimizing your online presence using the latest and greatest online tactics of business.

Among these, the one that will set you apart from competitors is online advertising. As an entrepreneur, you should already have a grasp and an understanding of how online searches work. But you should also know that not all search leads are equal.

To get the most authentic impressions and the most authentic conversions when creating your social marketing plan, you will want to take a look at the most recent search engine advertising data and evaluate the effectiveness of your search opt-in process. Using this strategy will help you set yourself apart from your competition, increase name recognition, and develop a spike in your website’s sales.

So what are some of the best practices and techniques you can learn from Google’s recent data?

Log in to Google Ads Manager & Create New Campaign

After signing into Google Ads, click on the "+ My Campaigns" button.

Select Digital Display and enter your campaign details, and then click save.

You may also want to select a bid strategy.

Enter all the required fields and click "Save and Finish."

You will be presented with a pop-up window asking you to connect your account.

Select your desired email and choose "connect."

Obtain the code from the Google Ads box.

After receiving your account confirmation email, navigate to Google Ads for AdWords, and create a new campaign.

Log in to the Ads Manager and go to the left menu labeled "Advertising," and click "Create Campaign."

Once again, select "Digital Display."

Select your location and click "Create Campaign."

At this point, Google will ask you to create a website URL and choose the desired banner size.

On the next screen, you'll be able to enter some optional details for your campaign, including the name of your business, location and keywords.

Once you confirm these details, click "Save and Finish."

Use the provided URL to create your banner.

Follow the steps listed in this guide.

The following steps should be followed in order to optimize your search engine marketing (SEM) campaign from the URL:

Select Your Marketing Goal & Campaign Type

How do you target these audiences?

You’ll likely target folks based on their job location because they’re in a work setting. If it’s an office setting, they’re going to be an immediate fit to download your content.

What’s great about working in conjunction with an office is that you can also boost the idea that you’re a company that’s trustworthy, ethical, and reliable which are all key factors for people that are looking for work.

While you don’t always have to target these audiences, they provide some great opportunities to reach the people you’re trying to reach.

Create Campaign Name & Select Network

There are two main settings for Google Adwords Advertising: Search or Shopping Campaign.

A Search campaign will be used to emphasise your brand and your market in a cost-effective manner by placing your ad in natural search results.

A Shopping Campaign will feature your product or service within the search results and be focused on generating leads, enquiries or sales.

Main Requirements

Your account must be at least three months old.

Your account must contain at least one ad group.

The campaign must be enabled for Ads Preview.

The Campaign Must Have a Budget at Least Equal to the Number of Keywords You Plan to Use for Your Ads (Excluding Keywords that Have Already Been Used)

The campaign must be enabled for bid management.

Search Campaign

Campaign Name.

Are you creating a new campaign or importing campaigns from Google AdWords?

Set the campaign's name, and include a brief description.

Do you want to link your new campaign to existing accounts, including multiple business names or names of individual employees?

Choose no.

Are you setting up an account for a new business, including the name of the business itself?

Yes.

Are you setting up an individual (non-business) account for an employee?

No.

Select Audience Targeting Settings

Audience targeting is one of the most important elements of any online ad campaign. The settings you choose will determine how the audience targeting is generated. Depending on your targeting type, you can choose who will see your ads and how relevant they will be.

Targeting Location-Based Users

Select the location you want your audience to be from and the one you want them to be in once they arrive to your business. By selecting this type of targeting, you’re letting Google know where your potential customers currently are, but you’re building a campaign based on their interests.

This means that you’re only targeting active searchers, and not passive searchers. To successfully generate audiences, you must be consistently sending out ads for a long time, and this action can take a lot of time depending on your targeting.

Targeting Demographics

Select the audience based on their gender, age, country, interests, and more. Google will then determine who your campaign is targeting, and who will see your ads. Using this method will allow you to decide who is most important to your business and focus your ad campaign on that demographic.

Set Your Budget & Bidding

A savvy business owner or advertiser sets up a budget for each ad and then builds up a set of ad groups, some more popular, some less. Each ad group is targeted at a particular market and demographic. This way, if one ad’s budget is exhausted, another can be rolled out in the market.

The initial bid you set for your ad group is an important starting point for your campaign. The goal is to get just enough traffic to your website, and to convert that traffic into new business. To do this, you’ll have to spend your budget, and you’ll need to be smart about how you spend it.

Create Ad Extensions

Google’s AdWords has come a long way since its release back in 2000.

The AdWords platform was quite easy to use – you would just bid on a keyword and then get paid whenever someone clicked on your ad. Now Google’s AdWords platform is packed with different types of ad extensions that can be used to improve your campaign.

Ad extensions can be used to increase your spend and ultimately your profits. As with everything, there are different types of ad extensions. One type of extension is called a sitelink extension, which links your ad to webpages on other sites. This is a great way to increase your budget so that you can advertise with more than one ad in your campaign.

If you’re not familiar with ad extensions, there are FEW things you should know before you start to use them in your AdWords account. First of all, these extensions are not something that you can apply to an already-existing ad in your campaign. You’ll have to create the ad extension, upload the attachment to the ad through the extension builder, and then save it in your account.

Set Up Ad Groups & Keywords

First, carefully choose your main keyword. It’s the most important factor to aim for since you’ll want to get the most results for your money. Many people make the mistake of choosing more of a broad keyword as their main keyword, and for the most part, that’s not a good idea. A broad keyword just doesn’t focus on a specific product or service, which is something you want to do.

Next, determine your ad group or ad sets. This is essentially how you identify a specific search on Google. This will go a long way in determining whether or not your ad is displayed. For instance, if you’re going for residential properties, you’ll want to create an ad group consisting of all properties. You can then create ad sets based on your profile views, from which you’re paying, or by account, to avoid overlapping and diluting your budget by working with multiple ad groups.

Finally, make sure to create keywords for your ad groups so that you know which keywords encompass the people you want to target. This is another way to avoid overlap and dilution of your budget. Keep it simple, and you’ll find that creating your ad groups will be a walk in the park.

Write Your Ads

It’s not enough to say what you should say. Actually saying it is imperative because what you write is visible by the advertisers and, in most cases, your prospects. No matter how great the headline is, if the copy doesn’t connect with your prospects, your ad will get an ‑F– grade (–For Failure”) from Google.

On the other hand, if your copy is the best, Google gives you a ‑A–. As you can see with most instructional training videos on YouTube, the ones that get the traffic, views, and even clicks are those that teach or train. We all know the best way to learn is to see, so as long as your copy and your ads are visual, you’ve got a good shot at drawing in prospects.

The critical thing to remember here is that a picture is worth a thousand words. If you’re using a picture that’s already been used up a thousand times, use a different one. One way to get more mileage out of a picture is to use a picture from the internet.

Confirm & Launch Your Campaign

This is the most important step you should take in trying to attract new clients to your business. So we recommend you spend the most amount of time on this.

We recommend having a dedicated team to administer, manage and optimize your campaigns. Depending on your business type, you may already have a team in place or will have to hire and train a team.

The key is to have everyone on the same page. Once your confirmed campaigns are launched, have a campaign manager in-house, so you can track and review the results.

You need to keep track of the number of clicks you’ve received from each search term and what the commission is. Do not let yourself get caught up in chasing potential clients with low payouts.

Communicate with your potential clients. If you are planning to run paid search campaigns, you need to be able to target and bid on keyword search terms. The internet is cluttered, and the competition to gain the top spot in the sponsored search listing is cut throat. We need to use keywords and also use search terms that make your terms stand out.

Monitor & Optimize Your Ad

The way you advertise on Google, called Adwords, is one of the most mismanaged big money marketing resources. The amount of information and tools available for ad design have become so expensive, it requires a trained professional to optimize ads, and that’s only if you know where to find the tools within Google. So if you’re a novice at creating Adwords ads, don’t even put yourself through the effort. Instead, focus your time, research, and energy on searching for and finding the perfect adwords tool to help your business.

Advertisement management is such a critical component of business marketing strategy, most businesses fail to successfully manage their Adwords. This failure causes business owners to solicit a paid Adwords advertising service to manage their ad. However, when you outsource your ad campaign to someone else, your business is handing over valuable information to a third party who will use it to benefit their own business, not yours. The problem with outsourcing is, you can’t be sure that you’re getting the best possible results.

Instead, if you use the free resources and tools offered by Google, you can hand select your ads before putting them up to be managed by your outsourced Adwords professionals. This also prevents you from using Adwords to inflate your business out of desperation.

Google Advertising Cost

Google is the main search engine and the most visited website in the world. Google has over 200 billion search queries a day. Google is fast growing with new technologies and it is very important to be on the top of the new s ociety in every aspect of the business. It is also necessary to advertise on Google to increase business promotion and to compete with other companies around you.

Google is not the only site to advertise. In fact, there are many options. You can advertise on Facebook, Snapchat, Instagram or other popular platforms to reach more target audience. You can make YouTube videos or create an app.

For advertisement in all the fields, Google is the best option. According to their analysis of more than 2,000 marketers, the most effective channel in reaching customers is organic search.

Google’s organic search is the best place for businesses to advertise. This form of advertising organizes advertising that appears in various places, such as in the search engine of Google Search.

The results depend on how you advertise, where you look, what you search, and how you might contact the advertiser. Google AdWords also has a paid search option, but instead of the advertisement appearing in the search results, it is automatically displayed at the top of another page that depends on your ad dollars.

Average Google CPCs by Industry 2019

(AdWords)

Google‒s AdWords platform supports content ads and is the pricing model used for most advertisements on Google‒s network. On AdWords, you can receive more clicks and increase traffic to your website by targeting ads to a specific market.

Google‒s AdWords platform differs from other advertising platforms in that it combines automated bidding and targeting through pre-defined terms, as well as allowing advertisers to show ads to specific user interests.

As the name suggests, content ads are designed to display content – such as text-based ads with demarcation lines, images, videos, and other forms of rich media.

This form of advertisement allows you to get clicks from users who want to do things like check out your website or view a specific product.

The Content Network, on which Google‒s content ads run, is made up of more than 20 Google sites and more than 30 Google partner sites through select AdSense programs.

In AdWords, marketers target ads by managing bids (how much money they want to pay per click) and budgets (the maximum they want to pay per day). Marketers can choose how much they want to bid and how much they want to spend for the highest possible click-through rates.

The way Google AdWords works is by using pages of text called Google AdWords Keywords.

How to Estimate Your Google Advertising Cost

Google AdWords advertising makes it easy to reach customers.

While marketers, advertisers, and SEO professionals all need to have a good understanding of how money works within AdWords, it’s also highly important that AdWords advertisers understand the “cost per click”” rule.

The simple rule to remember when determining your cost per click is that Google AdWords users cost more. Often, when allocating your budget, it’s a good idea to allocate less to clicks on highly expensive keywords like “Anti-Putin” than on slightly more expensive clicks such as “Chris is the CEO of REVOLUTiN.”

Now, this rule is not set in stone. Every keyword is the same value to Google, but the amount of clicks you’re getting for this keyword set, as well as the quality score of the individual ad, affects the value of that keyword to the advertiser.

Reduce Costs With a Google Advertising Alternative

Google AdWords advertising is the most popular advertising platform on the web. Pay Per Click advertising (PPC) is a great way to run ads on Google, and has been the go to advertising platform for a long time. Although AdWords is expensive and Google’s organic results are the most common place for search visitors to go, Google advertising offers great ROI.

If you’re not using AdWords to advertise your business, you’re missing out on a great opportunity to get the attention of potential customers online. With AdWords, you’re able to target the right audience to send your message, so it’s not difficult to attract valuable customers. Plan out a strategy and stick to it.

How Does Google Determine Ad Rank?

Google Ad Rank is a method used by advertisers to estimate the number of people who would click on their ad and make a purchase if they clicked on the ad.

What Ad Rank Is & How Is It Determined

Ad Rank is a numerical value that is based on how well the ad ranks in relation to the search results. The following factors are used to determine how the ad ranks:

  • Type of ads
  • Ad text and titles
  • The CTR (Click Through Rate) of the ads
  • Quality score
  • Ad position in the search results
  • Placement of the ads
  • Ad text keywords

Ads with pictures get a higher Ad Rank than ads without pictures.

Ad Position Matters

The best position for your ad is the top, but this isn’t possible for every niche. In some niches, it’s not possible for an ad to be in the top position and maintain a high CTR (Click Through Rate).

The following table shows the expected Ad Rank on average for various ad positions:

Ad position Ad Rank 10.

Example Google Ad Algorithm

If you’ve ever been in business, you probably realized that if your business is not getting the desired results, it’s probably not because your service is terrible, your prices are too high, or your products or services are not up to par. Instead, it’s often the complete opposite … it might be because you aren’t advertising enough, you’re not reaching the right audience, you’re not using the right media, or your ads may not be cost effective.

But what if you were able to make data-driven business decisions without having to rely on gut instinct? What if you could use the analytics that you’re paying for to make decisions full of data?

And what if you could use your data to make your advertising spend more effective and efficient?

Luckily businesses are getting smarter. Clients today are demanding analytics-driven, multi-channel marketing and advertising campaigns. They want to find campaigns that actually work, all the way down to the advertisement level.

The Advantages of Advertising on Google

Although all the data that’s listed in this post shows that advertising on Google can be lucrative for your business, there’s more to consider than the ROI.

Google’s Influence on Today’s Standard

Google’s search engine, which dominates the search market, is a major marketing tool that’s used by millions of consumers daily. With this kind of widespread use, having your business associated with Google search results can be beneficial for your business.

How to Advertise on Google

While you can advertise on Google for free, paid advertising is not the only way to create your business listings on Google. You can also use search engine optimization and pay-per-click ads, which in conjunction with your organic search results can boost your business.

Frequently Asked Questions (FAQs)

{1}. How Can I Get Exposure on Google?
{2}. How Do I Get Google to Bring Up My Products on the First Page?
{3}. How Do I Extend My Reach Beyond Google?
{4}. How Do I Boost My Industry Page?
{5}. What Is Google AdWords & How Does it Work?
{6}. What Is a Grip on Keyword?
{7}. How Do I Maximize my ROI?
{8}. What Is Panda & Am I Impacted?
{9}. How Do I Track My AdWords Spend?
{10}. How Do I Maximize Relevance?
{11}. What About Pay Per Click?
{12}. How Do I Track My Success & Engagement?
{13}. When Is the Right Time to Begin Advertising?

How do you calculate return on ad spend for Google Ads?

The PPC (pay per click) model of advertising has set the standard for online advertising for decades. It was the first real competition to TV and over the years, has evolved into a cost-effective marketing campaign. Google Ads is a powerful tool that allows you to target your niche audience, highlight your keywords and set your own budget in order to optimize your return on ad spend (ROAS).

AdWords provides you with a variety of tools so you can do as much as possible to boost your ROAS and it’s not just the number that matters. What’s most important is the impact you’re having for your audience. With that in mind, you can use the Keyword Planner to get an exact idea about your ROAS and how you could improve it. By tracking and bettering your ROAS, you’re likely to attract more conversions and make your business grow.

What is a quality score on Google Ads?

A quality score is a number that shows Google how relevant a particular keyword is for your business. Just like your credit score on a loan, this number determines how likely you are to receive a sale and how much you’re able to spend per click. Please keep reading to learn more.

What’s the difference between Google Ads & Facebook Ads?

This is one of those commonly asked questions that comes up every now and then on digital marketer’s social media pages. And if you’re not well versed in marketing, spending money on advertising on Facebook matters or Google ads matter, you might get very confused.

So let’s take a closer look at the two and try to understand why they’re so different from each other.

Google Ads and WMT:

Google’s AdWords platform is the world’s biggest platform for advertising. Marketers can use AdWords to target the keywords and phrases that are relevant to their business. Using AdWords, marketers sometimes call people directly, which is sometimes called pay per click (PPC) advertising.

Google Ads also includes text ads, rich media (image ads), Product Listing Ads (PLA), product ads (display) self-service widgets (display), and mobile app ads.

Facebook Ads:

Bottom Line: How to Advertise on Google

Google’s search engine dominates the online world, generating roughly 80% of all clicks on the Internet in the United States and much of the world. If you’re not yet on the list of businesses in your neighborhood that are advertising on Google, now’s the time to start.

Advertising on Google has four major benefits for your company:

Reach Millions of People

Founded in 1998, Google’s search page draws more than 2.5 billion people each month. If you don’t want to run a promotion in your neighborhood, at least advertise online.

Showcase Your Business

Advertising on Google can help you showcase your business to potential customers who may have never heard of you. By building your brand, you build an unprecedented online community for consumers and business owners alike.

Recognize Your Business

Google’s search engine targets relevant websites. By implementing a Google AdWords campaign, you will appear alongside businesses with similar products and services, increasing the likelihood that your business’s website will be found with the correct search keywords.

Save Money and Time