Do You know how to advertise on Google?
If you own an online business, surely you have heard, and many times, in addition, about Google Ads but… Do you know exactly what it is about? Do you have your ads already placed on Google?
Google is the most used search engine in the world, imagine having your ads on it… It would be highly beneficial, right? But of course, it is more complicated than all that. Don’t worry, with this guide, you will learn everything you need to know about how to advertise on Google.
Remember that, everything you are going to read next, is done by our team of experts in Google Ads for free so … What are you waiting for? Enter Clever ecommerce and investigate our app!
Let’s get started!
Basic concepts necessary to learn how to advertise on Google
Google is an online search engine that gathers and organizes all the possible information on the Internet. It puts it in hands of users around the world, by a search, question or research on the internet.
Users navigate on the Internet, on google.com or on any of the other Google sites and ask questions about information they want to find, and then… The magic of the click! This is what is know as a “Google Search.” In turn, Google will offer these users multiple results like articles, listings, images, documents, websites and even articles, which for an ecommerce is something very profitable.
Google Ads is basically the Google’s advertising program that allows users to create simple and effective ads to show users who are looking for information on the internet. And, to show each advertiser’s campaigns to their target, it’s based primarily on keywords.
For example, if I am at Google and look for “ukulele for beginners” Google will show me different relevant results such as articles and news about the ukulele, tutorial videos of ukulele for beginners… But also announcements of ukuleles, music classes and other products and services related to my query. This, for the owner of a store that offers ukuleles, is very interesting, as he could open a Google Ads account and create ads for the ukuleles he is selling.
Google Ads advantages for your business
Google Ads allows you very interesting things, such as:
- Target your ads to specific users while looking for your products and services.
- Prevent your ads from showing to people who are not likely to be your customer or is not interested on it right now.
- Get the maximum return on your advertising investment.
Other advantages of Google Ads are the capability to reach, budget flexibility, the immediacy, and control of Ads.
Each month, approximately 80% of Internet users in the United States (and hundreds of millions more in the rest of the world) see Google Ads campaigns. Google Ads offers you immediate access to this large group of potential customers.
Google Ads is a profitable program for companies of all sizes.
- Choose to pay for clicks (CPC) or for impressions (CPM) received by your advertisements.
- Cost per click (CPC) or cost per impression (CPM) amount, so you can decide how much you want to pay each time a user clicks on your ad or view it.
- There is no mandatory minimum expense. In addition, you can define a maximum expense daily (daily budget) that the Google Ads system will never exceed.
- You can edit your budget settings at any time.
Anyway, here You have the Google Ads pricing policy.
Google Ads campaigns are shown to potential customers while searching for information (keywords or content) related to your company. In addition, they allow the user to access your website with just one click.Flexibility and control
- Edit an ad and see the changes after 15 minutes.
- Edit your account at any time and as often as you wish. In addition, Google Ads support is available 24 hours a day, 7 days days a week.
- Ads start running almost immediately
Must activate your account using your credit or debit card information. In some countries, advertisers can pay by bank transfer, in which case the ads are published when the first payment is received.
What you need to consider before starting a campaign with Google Ads
What is the purpose of the campaign?
First of all, you have to think about what you want to get with your campaign: sales, forms, newsletter leads, branding…
What is the daily budget you wish to spend on the campaign?
Although you can then change it based on the results, set an initial daily budget for your Google Ads campaigns.
What is the maximum cost per sale you can afford?
This will depend on profit margins you want/can handle. For example, if you sell backpacks for $100 and the profit margin of each sale is 20%, the maximum cost per sale that you can afford will be $20, otherwise you will be losing money with your campaigns.
What is your customer niche?
You must take this into account as well. Imagine you are selling plumbing services in Chicago… I don’t think you want to appear in searches of people looking for plumbing services… In California!
- Once you have this data, you will need to launch a small test campaign to see if the PPC model is profitable and a valid advertising model for your business.
How to create a Google Ads account
Access Google Ads, and click on “Start Now”.
Enter your email address and your website.
In the next step you will have to configure several parameters: Budget, Target Audience, Bid… we will know more about these concepts in a while
If You need more help with your Google Ads account creation, check this video tutorial!
How to calculate your Google Ads Budget
Google counts clicks on your ads and charges you for each of them. It also counts impressions of your ads – number of times your ads are shown to users. If you divide impressions by the number of clicks you get the CTR -click through rate-, which is the percentage of users who visit your landing page because they clicked on the ad.
In Google Ads you will find the budget and bids.
The budget refers to the daily amount you are willing to pay in Google Ads to receive traffic, while the bidding system determines how much you are willing to pay for each click – the cost per click of the ad. When you increase the bid, the ad will usually appear in better positions, getting more clicks and traffic for your website.
But the position adopted by an ad on Google is not decided only by the advertiser’s bid, but also by the quality score, which we have already defined before. An advertiser with a good quality score will get better positions and, therefore, more clicks.
As we have said before, to calculate your Google Ads budget you will have to take into account sales margins and what you are willing to give to Google.
You must know the profit per sale and the conversion rate to establish a good budget in Google Ads.
- Profit: for example you sell coats for $200 but they cost you $100, you earn 100 profit.
- Conversion rate: is the percentage of users who buy one of your coats when they visit your online store. If every 1,000 visits, 10 of them buy a product, that is a conversion rate of 1%.
Maximum CPC = Profit of each sale x Commission to Google x Conversion rate
In the example it would be $100 (profit per sale) x 0.5 (50% commission to Google) x 0.01% (conversion rate) = $0.5
That means you could spend $0.5 for each click on Google Ads and get $100 for each sale (as long as the same conversion rate is maintained).
To find out what the cost per click of your ads will be, you will have to do a test campaign.
If You need more information about this topic, read this little guide, it will advice You about how much You should spend on Google Ads!
How to select the right keywords for Google Ads
As it applies for SEO (search engine optimization), in Google Ads we have to choose good keywords for our campaigns to succeed, but, unlike in SEO, in Google Ads we find different types of keywords or keyword matching: broad match, phrase match, exact match, and negative match.
(Google Ads) Keyword Planner
The Keyword Planner is a free Google tool that helps you search for keywords and ad group ideas, and learn about the possible performance of a keyword list. You will get a search range for each keyword.
You will find two options:
- Search keywords: you will get a list of keyword ideas that will help you a lot when discovering new keywords. For each suggestion the tool makes, you will get the following:
- Average monthly searches
- Bid on the top of the page (low range)
- Bid on the top of the page (high range)
- Get search and forecast volume: you will see this data and other historical metrics of the keywords you want, as well, a small forecast of future behavior. It is a super powerful tool when you already have the list of keywords, in order to see their metrics and thus be able to decide which ones to position for your ad in Google Ads. In this part of the tool you will not find keyword suggestions, but you will see how many clicks and impressions you can expect if you decide to run a Google Ads ad for those keywords in the next 30 days. It also shows the estimated costs, CTR and CPC.
In addition to segmenting your campaigns using keywords, Google Ads offers you the option to target your ads to specific geographic locations. This type of segmentation allows your ads to appear in the geographical area that you specify: countries, areas within a country, a radius around a location … You can even choose places of interest, physical stores or different demographic categories. Similarly, you can restrict geographic areas where you don’t want your ads to appear.
To configure geographical segmentation you just have to go to the menu of your campaigns, click on the name of the campaign you want to modify, click on “settings > locations”, and make the changes you consider in terms of countries, areas … Even streets!
How to create a Google Ads campaign
Now that you know all the basics about the tool … It’s time to create your campaign!
This network integrates both the Google search engine and its search partners, which are, websites that integrate your search engine. This way we can reach users who directly look for our brand, page, product or service. It is the most direct type of advertising.
It includes all internet portals where these types of ads are displayed, millions worldwide: from properties such as Gmail and YouTube, to blogs, news sites, media portals, mobile applications … in summary portals with a wide variety of themes and users. Through the display network we can reach users who do not know that we exist, who do not look for us or even users who have already visited us but who, for example, did not decide to buy and we want to have a new opportunity to re-engage them.
- Search campaigns with text ads: are usually focused on getting people to take actions such as clicking your ad or calling your business. These campaigns show ads to people who are actively seeking for information.
- Google Shopping: ads offered by the search engine to compare prices
- Search campaigns with dynamic text ads
- Display campaigns contextually or by theme
- Display campaigns targeting specific websites
- Remarketing display campaigns
- Display campaigns in mobile applications
Google Shopping campaigns
With Google Shopping Ads you gain a more visibility than with other types of campaigns, as users will see, among other details, a photo of the product, the price, the title and the name of the store. To have your campaigns in Google Shopping you must configure your Google Merchant Center and Google Ads accounts and link them. Here is a more detailed guide on how to create a Google Shopping campaign in Google Ads.
Google Gmail Ads
Gmail ads are interactive ads displayed on the Promotions and Social tabs in the inbox. Some ads are expandable, that is, they open as an email when you click on them. Expanded ads can include images, videos or inserted forms. Gmail ads allow you to reach potential customers with a more personal format.
This article provides general information about Gmail ads. If you want to learn how to use them, see the article on how to create Gmail ads.
Similar to the ads on Google, you can also place ads on YouTube! With them you can reach potential customers and get them to perform actions when they are watching or looking for videos on YouTube. You will only pay if users show interest in your ad.
Nothing happens if you don’t have videos, you can create them quickly and basically with the YouTube director.
Enter all possible ad extensions for your business. Ad extensions are an effective way to get more clicks on your ads. Ex: Phone number, location, featured texts…
With this guide you should already know how to take the first steps in your Google Ads career but, if you still have doubts, remember that we have a very useful and free downloadable guide and, if You want to know about Google Ads best practices, click here.