The challenge is that in that sea and among all those fish they choose us and for that, advertising in this search engine is often essential. Google Ads is a tool that helps your business stand out in that immensity in the eyes of future buyers.
What is Google Ads
Google Ads is a system that allows you to create campaigns, ads and ad groups that will be prominently displayed in Google search results. It was created in 2000, initially as Google AdWords, and today it is one of the most powerful online advertising platforms.
From the Google Ads platform we can create various types of campaigns such as application, discovery, display, hotel, local, search, shopping
or even smart campaigns. The ad formats can be text, images, video, shopping, mobile... The possibilities are endless, but the key for all of them is to discover how to appear right when the customer searches for similar terms.
Why use Google Ads in my company
One of the advantages of this type of advertising is that the ads work on a CPC (Cost Per Click) basis , meaning that Google only charges for the number of users who have women phone number data clicked on the ad. The auction method is also used: advertisers who want to appear in a certain search “bid” for the maximum price they would be willing to pay for each click. In this way, a click can cost you 5 euros, 100 or 500 euros, for example, depending on the competition and what you are willing to pay.
Google Ads allows us to “localize” advertising and fine-tune our targeting. We can limit it to a geographic location and different demographic data, as well as to a certain number of keywords. If we sell clothing, we are not interested in appearing when people are searching for cars, and if we sell women's lingerie, we may be interested in targeting only women. In addition, we can schedule ads and campaigns and, of course, measure the results.
We want to appear at the top of searches related to our products, but it's not as simple as adding A+B. Google Ads involves many factors that affect our ads , so we're going to try to clarify as much as possible the art of creating and designing ads for Google.
How to make ads on Google Ads
First of all, as with any marketing strategy, you need to do a study of the competition to know what you're up against and what searches you want to compete in. The next step is to think about the objectives to be achieved. Are you interested in leads? Driving traffic to your website? Getting calls? Establishing objectives is key to planning the ads later, both in terms of their design and at a technical level on the Google Ads platform.
With these two things clear, it's time to get fully into the tool. We warn you that it's not easy. Google changes every day and if working with advertising and marketing requires experience, in the case of Google Ads even more so if we don't want our money to fall into a black and bottomless pit. This type of advertising is very effective if it has a team of professionals and experts behind it.
The tool is complex and you not only have to find the right text to display, but also analyze the keywords (both search keywords and negative keywords that do not interest us), the segmentation, the approximate number of keyword searches, the level of competition... And once the ads have been launched, you have to continue polishing them, removing the keywords with the lowest CTRs for example, and analyzing what is working and what is not.
Seven keys to making Google Ads work
Order, order, and more order. For ads to work, you have to be as organized as Marie Kondo. Order, both in campaigns and in methodology, is essential, especially if you are going to have several ads active at the same time. Order when planning, order when programming, and order when analyzing. Order will save us money, and that is always good news.
Clear objectives. With so many possibilities, choosing the right campaign and format is more than necessary. For example, search campaigns are good for generating sales, leads or web traffic, and video campaigns (shown in ads on YouTube and other websites) are designed to increase brand awareness. Depending on your objectives, so will your ads.
Think about your target audience and address them. You don't talk to a bank employee in the same way as you do to your nephew or a friend. The message in your ads also has to be adapted to the listener you want to target. Your ads won't be the same if you're targeting Generation Z as if you're targeting, for example, boomers.
Creativity to the max. Not only in the images, if your ads have them, but in the texts. Think about the amount of information that we as users receive in a single glance from a Google search. If on social networks it is essential to have a copy that hooks, here it is what separates you from living or dying. If you want to catch someone, the ad must be creative and striking.
Be careful with image sizes. You create a display campaign with a beautiful image, but it gets cut off along with the brilliant slogan you had chosen. Each campaign and each ad has technical specifications. Follow them carefully, Google does not like improvisation.
The destination is important. Some say that the important thing is not the destination but enjoying the journey. Not here. The ad is as important as the place where it lands. Imagine that you make a great campaign that gets people who see it to click on it. But when they do, the landing page they are directed to is poorly designed, has colors that wouldn't match even in the hands of Palomo Spain, and takes so long to load that it makes users lose patience. The destination is important because it is the place where we want the user to stay. The ad helps us to capture their attention, but if what they see after clicking on it doesn't interest them, we will lose them.
Analyze to improve. The best way to improve is to analyze what we do and how it works. It is the way to optimize our advertising investments and achieve better results, no matter how tedious it may seem to spend half a morning on reports.
Google Ads is undoubtedly an opportunity to attract users who are proactively searching, and vital for “catching” those who are already in the middle of their purchasing journey.
But as it happened near the wall in Game of Thrones, “the night is dark and harbors horrors.” Google is deep and complex, so it is best to go well prepared for the fight, with a well-trained team so that advertising on the world's largest search engine is not a torture, but a bed of roses.
