Digital Marketing

How To Advertise on Google – A Guide to Google Ads for Small Business

By Just Digital Team
How To Advertise on Google – A Guide to Google Ads for Small Business

Google is most of the human population’s go-to place for getting answers. It processes over 3.5 billion searches per day (yes, I Googled that). You can bet that some of those queries are related to your business. If you could just show up in the search results, you could be the answer to their problem!

Enter Google Ads.

Meet Google Ads

With Google Ads (formerly known as Google Adwords), you can create an ad on Google so that your business appears whenever people are looking for the products or services you offer. Advertising with Google can be very effective because of Google’s dominant position in the search engine market. This is especially true when you use some type of Google Ads management service, as it can be difficult and costly to learn it on your own.

You are probably already familiar with Google Ads, since they usually show up when you browse Google. They look something like this:

Ads are differentiated from the normal search results by the word “Ad” in green. These ads usually appear at the top or bottom of the search results page. 

How Google Ads Work

If you want to know how to advertise on Google, it’s important to first know how Google Ads work. Google Ads will show up when a consumer searches for keywords that are relevant to the ad. As the advertiser, you need to decide what keywords are relevant and provide a good ROI, then bid on them. 

For example, if you run a shop that makes wooden signs, and most of your website traffic comes from search terms like “DIY wooden sign,” you still might not want to bid on that term. People who are looking to make the sign themselves probably won’t convert into a paying customer as easily as someone who searches “custom wooden signs.” You will have to take your individual situation into account when creating your ad campaign.

Bidding on the right keywords will help your ad show up in the results page. The amount you bid on the keywords will determine if your ad will appear on the results page when consumers are looking for your type of business. Aside from the amount you bid, Google also considers the relevance and quality of your ad and website. A Google Ads management company will understand all this thoroughly and make sure you’re set up for success on Google.

The Pros of Google Advertising // How To Advertise on Google

  1.  Geographical Relevance

When consumers Google something, they are often looking for businesses that are nearest to them. You can set the geographical location of your ad and which places you want it seen. If your business is for those in LA or only for those in New York, Google gives you the option to choose.

  1.  Pay-per-click Advertising

Another pro is that Google only makes you pay if someone clicks on your ad. Google uses the pay-per-click advertising method, which means you only have to pay when your ad actually works. You decide how much you are willing to pay whenever a consumer clicks on your ad. This gives businesses an opportunity to budget their costs.

  1.  Tracking Ability

The AdWords dashboard allows you to track how many people view your ad, click on your ad, and actually do something on your website. This gives you the power to determine if your ad is working in your favor or if you need to do something different on your website. The closer you track your ad, the sooner you will be able to spot problems and make adjustments to your strategy. Google will allow you to stop running your ad anytime you want, which gives you the advantage of being able to make quick changes.

Factors that determine when your ad shows on the results page:

  • Bidding – As mentioned above, Google AdWords gives you the chance to bid on keywords that you think people search for when looking for businesses similar to yours.
  • RelevanceYou have to make sure that the keywords you bid on are relevant to the ad itself for it to show on the results page. Google will only feature your ad if it’s actually relevant to the keywords.
  • Landing Page –  Clicking on your ad will lead the consumer to your landing page. You also have to make sure that your landing page shows similar content to your ad and the keywords you bid on.

How Much Does It Cost To Advertise On Google? 

This is the most common question when learning how to advertise on Google. The cost all depends on how much you bid on certain keywords. You only have to pay when somebody clicks on your ad, so it’s up to you how much you’re willing to bid. There are also factors to consider when you’re bidding, like how big other businesses are compared to yours and how much they’re willing to pay for a keyword.

Google also features a keyword planner that allows you to view how much the suggested bids are for your ad to show up on the results page. If you choose to do your own Google Ads management, you will have to decide:

  • What keywords are most relevant for your business,
  • If the people who search those keywords are ready to buy (whether or not you will actually make money from them), and
  • If it makes sense for your advertising budget.

7 Easy Steps To Start Advertising with Google Ads //  How To Advertise on Google

In this next section, we’ll outline 7 steps to take in order to get your Google Ads campaign up and running so you can advertise your business on Google. As a digital marketing agency, we suggest hiring a Google Adwords consultant like us to do this for you. If you’re interested, reach out to us for a consultation. Regardless, here are the 7 steps to get your Google Ads campaign running.

Step 1: Google Ads account setup

How to advertise on Google

The first and easiest step is to create an account with Google Ads (Formerly Google Adwords). All you need is an email address and a website.

Step 2: Google Ads budget plan

If you’ve never run Google Ads before, it’s best to start small. A daily budget can get eaten up very quickly, and if the campaign doesn’t convert visitors into customers, you’re out a lot of money. 

Step 3: Target your customers’ location

As mentioned above, Google gives you the power to choose which locations your ad will show up. This helps local businesses lessen their costs and makes sure their ad is delivered only to their target audience. Google also allows you to include a certain radius from your zip code to another by choosing the radius targeting option.

Step 4: Choose the right network

If you are a small business owner, it is preferable that you choose to show your ads only on Google’s search results page or their search network. If you have a bigger business and therefore a bigger budget, you can choose to include Google content sites or their display network. Display network means that your ad shows up on sites such as Gmail or YouTube, both of which are powered by Google.

Step 5: Keywords – How To Advertise on Google

It is vital that you choose relevant keywords. Your job is to get inside your ideal customer’s head and figure out what they’re searching. Google will suggest keywords and inform you how popular they are, plus how much to bid. You can also try out a tool called Keyword Planner that allows you to plan your keywords more strategically.

One strategy is to bid on long-tail keywords – those with 2 or more words.  Long-tail keywords are preferable because there is less competition and they are more specific to your audience. Google also includes the option to add negative keywords. These are keywords that make sure your ad is not showing up when people type in keywords that are not relevant to your ad.

Step 6: It’s time to bid!

You can get a good idea of how much you should bid using Keyword Planner. You can choose automatic (recommended if you’re new to Google Ads) or manual.

Step 7: Create your ad

You have a very limited character count to write your ad, which will be organized into two headlines and a description. Your challenge is to write copy that is concise, compelling, and clear. Your ad should also include the relevant keyword you are bidding on. Here are a few pointers for writing great Google Ad copy.

How to write effective ads for Google

  • Keywords – As mentioned, your ad should feature the keyword you bid on to make your ad relevant to the search query.
  • LocationYou can use your location as a part of your heading to make it highly relevant for consumers looking for your type of business.
  • Short, simple, and uniqueYour ad should make it easy for consumers to identify what your business is and what you can offer them. Avoid language that is overdone and tired or flowery and unclear. 
  • Clear call to actionInclude phrases in your ad that instruct people what to do next. Consumers are more likely to click on ads that tell them exactly what to do.
  • Promotions – Display sales, promos, or special discounts in your ad, as they create urgency and are more desirable.
  • Basic information – Depending on your product or service, you’ll need basic information that help users take that next step, whether it’s calling you, visiting your website, or visiting your store. Add your phone number, address, and ratings, if applicable. These will be appreciated by those who wish to inquire quickly.

Track your Google advertising campaign performance

Your ad is up, but your job is far from over!

Tracking your ad is a crucial portion of the Google Ads process. Check it several times a week to see how effective it is at getting clicks, and note visitors’ behavior once they’re on your site. If the majority of people land on your site and bounce off a couple seconds later, something is wrong. Make sure your ad copy and keywords are telling the right story about what you offer. If that looks good but user retention is still down, consider these factors:

  • Your website design. Has it been more than 3 years since you updated your website? Your outdated design might be turning people off in those crucial first moments.
  • Clarity. When people land on your page, is it immediately obvious what you do? Is it clear what you want them to do? Headings and calls to action should be crystal clear on your website.
  • Landing pages. Consider having a digital marketer create a landing page that is focused on the traffic you get from your ad. You can then be specific and draw your audience in more effectively.

In Conclusion – How to Advertise On Google

Advertising with Google is an efficient way to gain new audiences, clients, or customers. However, it can easily turn into a drain on your resources if you don’t have extensive experience. Working with a Google Ad Agency like Just Digital can help get results faster and avoid disaster. Contact us here for a consultation on how you can use our Google Ads Management service to grow your business.

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Whether you’re looking for help with strategy, web design, advertising, or something else – we’d love to help. Tell us a little bit about your needs and we’ll get back to you as soon as we can.