Learn how to successfully set up your Google Search Ads with practical tips on keyword research, budget management, and crafting effective copies.
79% of marketers identified paid search ads as vital to their company's success, while 75% of users stated that Google Ads made their search easy. These reports highlight the growing popularity of Google Search Ads, which bodes well for startups.
However, it also implies that more marketers will flock to the platform, increasing competition. As competition increases, you need to stand out from the crowd, and you can only do so by crafting high-quality ad campaigns. In this article, we will walk you through practical tips to help you do that, such as;
Google Search Ads are text ads on search results that let you reach people while they’re searching on Google for the products and services you offer.
Google Search Ads work on a bidding system. When users enter a search query, Google runs an auction, where your ad competes with others for a spot on the search results page. The position of your ad depends on factors like your bid amount, the relevance of your ad to the search term, and your ad's quality score. You only pay when a user clicks on your ad, hence the term 'pay-per-click' (PPC). Popular paid search platforms include Google Ads and Microsoft (Bing) Ads. This article will focus on Google Search Ads.
When analyzing a brand’s Google Search Ads, you can learn about its core value proposition by examining its keyword strategy and ad copy. The ad should also communicate product benefits, a clear call to action, and, in some cases, social proof.
On top, Stripe's Google Ads highlighted its benefits, including speed, ease of use, and quick payments via iPhone. It also includes a clear CTA and social proof to ‘see our customers.’
Below is an example of an ad that doesn’t do nearly as much;
In this ad, the phrase ‘event organiser company’ does not communicate social proof. Rather, it comes across as generic. There isn’t a clear CTA, and overall, the ad seems bland. You can avoid producing bland ad copies by following the key processes outlined next.
To craft a high-quality Google Search Ad, you need to have your keywords in place, assign a realistic budget, and organize keywords into ad groups and campaigns. You also need to define negative keywords, create an effective copy and set up conversion tracking.
The idea is to make it easy for your target audience to find your ads and provide enough value to get them to engage with them. Start with keyword research.
Keywords are phrases people use when searching for information on the internet. They are used to match your ads with people’s search terms.
To get started with keyword research, firstly brainstorm a list of general topics related to your business. Then, step into your customers' shoes and consider how they might search for their problems, or your products/services online. Brainstorm the list of keywords for each topic and use keyword tools like Google Keyword Planner to explore other related keywords.
There are some essential factors to consider when deciding on the search terms you want to target. They include;
By focusing on what your target audience is searching for, keyword research enables you to improve click-through rate (CTR) and conversions by aligning ads with audience intent.
Here are tips on conducting effective keyword research for your paid search ad campaigns:
The bid data from Google Keyword Planner will be used to determine your initial budget. Note that budgeting is an iterative process. Expect to revise your budget as you set up and launch campaigns.
Budgeting for Google Ad campaigns is about finding a balance given that your resources are lean and you need to run the ads for long enough to learn. It’s essential to get it right to avoid wasted resources and missed opportunities. Here are practical strategies to follow;
Once you have your keywords, organize them into ad groups and campaigns. While you might be tempted to put all your keywords and ad groups into one campaign, try not to and here is why.
Having an organized structure will ease future optimizations. Remember that new campaigns go through a two-week learning period, so you don't want to restructure your campaigns too frequently.
Finally, define negative keywords. These are words or phrases that you do not want your ad to show up for. Suppose you offer meditation training for in-person clients only. If you run ads for your business, you wouldn't want it to be shown for 'free meditation training' or 'online meditation training.' So, 'free' and 'online' would be negative keywords to include.
The ad copy directly impacts the performance of your Google Search Ads campaign. For the most part, it determines what action your targets take. A compelling ad copy should be concise and relevant to the search terms. It should also;
Conversion tracking allows you to track what actions customers take after interacting with your ads, such as making a purchase, signing up, or downloading an app (“conversions”).
In the context of a Google Ads campaign, conversion tracking helps you identify which keywords, ads, and campaigns drive valuable customer actions. Upon setting up, it sends data back to the Google Ads platform, allowing it to optimize its algorithm and bring visitors that convert.
Conversion tracking involves creating a conversion action in your Google Ads account and setting up Google tags. Follow Google’s guide here to learn more.
To track your marketing efforts in a more comprehensive way, check out our article: “How to Build a Minimum Viable Marketing Analytics Stack”.
Set up the campaign based on what you have prepared from the sections above.
For more details, follow Google's step-by-step guide here.
After setting up your campaign, it may take a few days for your ads to start appearing. Typically, ads are approved within one business day.
It’ll take up to 3 days for your ads to serve at a normal pace. Be patient, as performance tends to improve as Google has more engagement data. We advise letting the ads run for at least one week before making significant changes.
Analyzing ad performance is essential simply because you can't improve what you don't measure. Once your ad goes live, keep an eye on important metrics, such as;
As a best practice, don’t analyze metrics in isolation. For instance, high CTR may look good on its own. However, if the conversion rate is low, then you may be dealing with fraudulent clicks. The idea here is to consider the impact of several metrics and how they relate, as that gives you a clearer picture. Then, use the insights to improve your ad campaign.
Google Search Ads are text ads on search results that let you reach people while they’re searching on Google for the products and services you offer.
Google Search Ads work on a bidding system. When users enter a search query, Google runs an auction, where your ad competes with others for a spot on the search results page. The position of your ad depends on factors like your bid amount, the relevance of your ad to the search term, and your ad's quality score. You only pay when a user clicks on your ad, hence the term 'pay-per-click' (PPC). Popular paid search platforms include Google Ads and Microsoft (Bing) Ads. This article will focus on Google Search Ads.
A Google Search Ad usually has three parts in the search results. They are a display URL, headline text, and description text.
To create a paid search ad, set up an account with Google. Conduct keyword research to identify relevant search terms, create your ad, and set a daily ad budget.
Common mistakes when setting up paid search ads include: ignoring keyword research, inadequate budget, not setting up conversion tracking, and neglecting ad relevance.
Start with a smaller budget to test different ads and adjust based on performance data.
You can improve ad performance by optimizing keywords, adding new negative keywords, adding keywords from search terms, checking your ad CTR, improving your ads as well as landing page. It is generally a good practice to check in on a biweekly basis and refine your keywords, ad copy, and budget based on performance or what you have learned from the data.
Google Search Ads are effective when you want to quickly get your products or services in front of your target audience. However, conducting keyword research, creating an optimal budget, and setting up conversion tracking may be challenging, especially if you are new to Google Ads.