Advertising online has become an important cornerstone of digital marketing. As it becomes harder and harder to attract attention organically on social media channels and search engines, paying for sponsored results at the top of the SERPs is an attractive and impactful strategy.
Paid marketing messages are not only visible at the top of the page, but they also connect consumers directly to your landing page experience for better conversions. When Internet users click ad messages, it’s because they are ready to buy. That means highly qualified leads!
This discussion will explore how to create a Google ad and all of the basic information a marketer needs to advertise on the Google Ads platform.
There are several search and online advertising platforms available to marketers. This begs the question, “Why Google Ads?”
Before you learn how to create a Google ad, it’s important that you understand what makes this platform different and even better than the other options available.
The biggest draw to Google Ads is, well, it’s Google! It’s the #1 search engine by a landslide. It has roughly a 90% share of the search market, which means that 9 out of 10 times when someone searches on the Internet, they use Google. And, we search a lot.
Thus, placing ads on Google SERPs means connecting with potential customers on the most popular search platform on the Internet.
It isn’t just about popularity. Google Ads has lots of features, audience targeting options, ad format types, and other tools that make it one of the most effective and easiest to use ad platforms.
Before moving into the ‘how to create a Google ad’ section, there is some pre-planning that you and your team should perform.
The first step is to consider your advertising goals. What do you hope to get out of creating Google ads? The answer will impact some of the decisions you make during the ad creation process.
You should also think about your ad budget. How much are you willing to spend on Google ads?
Next, you need to examine the gross margins of your products to determine an accurate conversion value. You don’t want your advertising costs to accidentally eat up your profits. Or even worse, cause you to lose money on each conversion.
These numbers will help you optimize your bids and ensure that you only advertise the products and services that have the propensity to generate revenue.
Finally, search ads are built on targeted keyword searches. You should take some time to consider what types of searches are relevant to your business and its products. How you strategize your keywords will have a lot of implications on the performance of your ads and the costs.
With the planning and preparations taken care of, you can now begin creating your Google Ads account and learning how to create a Google ad for the first time.
Luckily, Google makes this process very painless. And, thanks to your pre-planning efforts, you’ll have all of the resources you need to set up your account and create an ad.
Google will ask basic information about your company and ask that you provide an email address and, if applicable, a business website. These will form the basis of your Google Ads account.
Once your account is made, Google will immediately begin assisting you in creating your first Google Ads campaign. Similar to creating your account, this is a very straightforward process with easy-to-follow instructions. Main steps are mentioned below:
First of all, you must know about the goal of your campaign, why you want to have it? Are you going to do some brand awareness, you want some traffic on your site, etc. after your goal selection, create a title for your ad campaign. If this is your first time using Google Ads, you may feel compelled to name it ‘campaign 1,’ or ‘test.’ The title of your campaign doesn’t impact its results. It’s just for your convenience so you can tell each campaign apart.
Advertisers have a choice between the Google Search Network and the Google Display Network. The Search Network is incredibly popular and best suited for new Google Ads users.
The Display Network offers more ad types, including options with visual elements. And, Display Ads can be less expensive than their Search Network counterparts.
Google Ads helps marketers only target users in relevant areas. There are two ways to set up location targeting in your first campaign. First, you can manually enter areas that you wish to advertise in. These locations can be as small as a town, or as large as an entire country.
You can also create a radius around your business. This ensures that only local audiences see your ads.
If you’ve done the pre-advertising homework mentioned above, then you have some semblance of a budget in mind for your advertising. Setting a budget in Google Ads means how much you are willing to spend on ads in a single day. You will never spend above this number.
How you bid on Google Ads will impact your costs, ad placements and other critical factors. There are a lot of automated and manual bidding options to choose from. Marketers need to think critically about their PPC goals and decide on a bidding strategy that aligns with these objectives.
Some bidding options only become available after you have acquired a certain number of conversions.
Once you’ve finished selecting your initial campaign options, it’s time to create the ad itself. Creating a successful ad takes time and lots of adjusting. You might end up changing your ad copy several times before you find the right message.
You want to include the biggest benefits of your products/services in the ad headline. Then write an enticing description that ads more details and calls consumers to action.
If you’re using the Google Display Network, you will also have to supply images to your ad content.
With all of the information submitted and your ad headlines and descriptions created, your ad campaign is ready to be published. Congratulations, you’ve produced your first Google Ad.
However, the job is not finished. After you’ve learned how to create a Google ad, your next step is to monitor its performance and make adjustments where needed. You can also read in more details each step involved in creating an optimized search campaign.
The more time and effort you put into improving your ads, the better their performance and the more successful your advertising efforts will be.
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