You'd better spend your money wisely if you're thinking of using advertisements to reach your target market.

That is, a location that receives more than 2.9 billion unique visitors each month and 5 billion daily interactions.

similar to Google.

Just two years after Google.com, the most well-known website in the world, Google Ads was introduced. The advertising platform first appeared in October 2000 under the name Google Adwords, but in 2018 it underwent a rebranding and became known as Google Ads.

Given Google's wide audience, it's likely that both you and your potential consumers have seen (and probably clicked on) a Google advertisement.

The Ultimate Guide to Google Ads with an [Examples]

It's no secret that these days, the more effective and targeted your paid ads are, the more clicks they produce and the higher the likelihood that they will bring in new clients.So it should come as no surprise that businesses across all sectors are using Google Ads more and more frequently.

You'll learn how to start advertising on Google in this guide. We'll go through platform-specific features and show you how to fine-tune your campaigns for the greatest possible ad outcomes.

Describe Google Ads?

Google Ads is a platform for paid advertising that operates under the pay-per-click (PPC) marketing model, in which you, the advertiser, pay per click or impression (CPM) on an ad.

Google Ads are a successful technique to attract qualified visitors, or good-fit clients, to your company who are looking for the goods and services you provide. You may improve in-store traffic, increase phone calls to your business, and increase internet traffic using Google Ads.

With Google Ads, you can make and distribute strategic advertisements to your target market on desktop and mobile devices. As a result, when your target clients use Google Search or Google Maps to look for goods and services similar to yours, your company will appear on the search engine results page (SERP).

By doing this, you can reach your target market at the right time for them to see your advertisement.

Notably, platform advertisements may also appear on YouTube, Blogger, and the Google Display Network.

In order for your company to achieve all of your paid campaign objectives, Google Ads will eventually assist you in analyzing and improving those advertisements to reach more individuals.

Find out how HubSpot can help you manage your Google Ads more effectively.

You can also modify your advertisements to fit your budget regardless of the size of your company or the resources you have at your disposal. You can keep under your monthly budget with the help of the Google Ads tool, and you may even suspend or discontinue your ad spending at any moment.

Moving on to a more pressing concern, are Google Ads actually

• The click-through rate for Google Ads is over 2%.
• 180 million impressions from display advertising are generated per month.
• Paid ads on Google receive 65% of clicks from customers who are ready to buy.
• 43% of buyers make a purchase after seeing an advertisement on YouTube.

Are Google Ads effective?

Google Ads do indeed work. With an optimized ad campaign and lead flow, you may construct a marketing campaign with a high return on investment.

Why advertise on Google?

Google is the most used search engine, receiving over 5 billion search queries daily. Not to mention, the Google Ads platform has been around for nearly two decades, giving it some seniority and authority in paid advertising.

People all over the world use Google as a resource to ask questions that are then answered by a combination of paid adverts and organic results.

Do you need one more? Your rivals are utilizing Google Ads (and they might even be bidding on your branded terms).

Because so many businesses use Google Ads to market their brands, even if you're ranking organically for a certain search keyword, your results will be pushed down the page under those of your rivals.

There is no way around using Google Ads if you're using PPC to advertise your goods or services (the only exception might be Facebook Ads, but that's another issue).

Best Practices for Google Ads

Don't give up if you've tried advertising on Google but had little luck. Your Google Ads may not be operating as they should for a variety of reasons. However, let's first go through some common Google Ads recommended practices.

1. Use a template for PPC planning.

You can keep your PPC efforts organized by using a planner. You can preview the character counts for your advertisements, see how they will appear online, and manage your campaigns all in one location using Google and HubSpot's PPC Planning Template.

2. Steer clear of general keywords.

Your strategy should include testing and fine-tuning because you really need to nail it for your keywords. Your ad will be shown to the wrong audience if your keywords are too general, which will result in fewer hits and a higher ad cost.

Examine what's working (i.e., which keywords result in clicks) and make changes to your ads as necessary to make them more relevant to your target market. The blend probably won't be perfect the first time, but you should keep introducing, eliminating, and adjusting keywords until it is.

3. Avoid running pointless adverts.

You won't obtain enough clicks if your ad doesn't correspond to the searcher's intent to make your ad spend worthwhile. The keywords you are bidding on must be reflected in your headline and ad copy, and the product you are promoting in your ad must address any problems the searcher may be having.

It's a combination that will provide the outcomes you want, and it could only require a few adjustments. With the option to generate many ads per campaign, you may test different versions to see which performs best. Use Google's Responsive Search Ads option instead, or even better.

4. Raise your quality rating (QS).

Google uses your Quality Score (QS) to decide where to place your ad.

Your rank and positions on the Search Engine Results Page will improve with a higher QS (SERP). Less people will see your advertisement and you will have fewer opportunities to convert if your quality score is low.

Although Google informs you of your Quality Score, it is up to you to raise it.

5. Improve the landing page for your ads.

Your efforts shouldn't end with your advertisement; the user experience that follows a click is just as important.

When a user clicks your advertisement, what do they see? Is the conversion rate on your landing page optimized? Does the page address the problem or query of your user? The conversion process need to be easy for your user to move through.

Review best practices for landing pages and put them into practice to improve conversion rates.

Know the Terms for Google Ads

1. AdRank
2. Bidding
3. Campaign Type
4. Click-Through Rate
5. Conversion Rate
6. Display Network
7. Ad Extensions
8. Keywords
9. PPC
10. Quality Score

You can set up, manage, and improve your Google Ads with the aid of these frequent phrases. While some of these are specifically tied to Google Ads, others are more broadly PPC-related. In either case, you must be aware of these to manage an efficient advertising strategy.

1.AdRank 

Your ad placement is determined by your AdRank. The higher the value, the better you'll rank, the more people will see your ad, and the more likely it is that they will click it. Your maximum bid multiplied by your Quality Score yields your AdRank.

2. Bidding

You, the advertiser, choose a maximum bid amount you're ready to spend for a click on your ad in the Google Ads bidding system. The better your placement, the greater your bid should be. CPC, CPM, or CPE are your three possibilities when placing a bid.

• The cost-per-click, or CPC, is what you pay for each time someone clicks on your advertisement.
• The price you pay for one thousand ad impressions, or when your advertisement is displayed to a thousand individuals, is known as CPM, or cost per mille.
• The sum you spend everytime someone responds to your advertisement is known as the "cost per engagement," or CPE.

3. Type of Campaign

You can choose from seven different campaign types before starting a sponsored campaign on Google Ads: search, display, video, shopping, app, smart, or performance max.

• Text advertisements known as "search advertising" are shown alongside search results on a Google results page.
• On websites that are part of the Google Display Network, display advertisements—which are often image-based—are displayed.
• YouTube features six to fifteen second long video commercials.
• The Google shopping tab and search results both display shopping advertisements.
• App campaigns optimize ads across websites using data from your app.
• Google finds the finest targeting for smart advertising to maximize your return on investment.
• With the new campaign type called Performance Max, advertisers may access the entire Google Ads inventory from a single campaign.

4. The percentage of clicks (CTR)

Your CTR is the ratio of the number of clicks you receive to the number of views for your advertisement. A higher CTR implies a high-quality ad that targets pertinent keywords and matches search intent.

5.Conversion Rate (CVR)

Form submissions as a percentage of all landing page views are measured by CVR. Simply put, a high CVR indicates that your landing page offers a seamless user experience that fulfills the promise of the advertisement.

6. Network Show

Google advertising can appear on a webpage within Google's Display Network or the search results page (GDN). GDN is a network of websites that give Google Adverts space on their web pages. These text- or image-based ads are shown next to material that is pertinent to your target keywords. Google Shopping and app campaigns are the most often used Display Ad choices.

7. Extensions

Ad Extensions You can add free mo

re information to your advertisement by using Ad Extensions. Each of these ad extensions is covered here. These extensions can be classified into one of five categories: Sitelink, Call, Location, Offer, or App.

8. Key phrases

Google displays a number of results that are relevant to the searcher's purpose when a user submits a query into the search field. Keywords are words or phrases that fit the searcher's query and provide the results they are looking for. Depending on the searches you want your ad to appear next to, you choose your keywords. When someone searches for "how to wipe gum off shoes," for instance, they will see results for marketers who have chosen to target terms like "gum on shoes" and "clean shoes."

Lists of keywords that you don't want to rank for are known as negative keywords. You will be removed from the bid on these keywords by Google. These are usually vaguely connected to the search terms you were going for but are unrelated to the services you provide or the keywords you want to rank for.

9. PPC

Pay-per-click advertising, also known as PPC, involves the advertiser paying for each click on an advertisement. Although PPC is not exclusive to Google Ads, it is the most typical kind of paid campaign. Before starting your first Google Ads campaign, it's critical to comprehend all aspects of PPC.

10.Quality Score (QS)

Your Quality Score gauges the effectiveness of your ad based on factors like click-through rate (CTR), keyword relevance, landing page quality, and prior SERP performance. Your AdRank is based in part on QS.

How do Google Ads function?

Potential leads or clients who are looking for your product or service are shown your ad through Google Ads. Depending on the sort of ad campaign chosen, advertisers bid on search phrases, or keywords, and the winners of that bid are displayed at the top of search results pages, on YouTube videos, or on relevant websites.

Your capacity to develop successful and high-performing Google Ads is impacted by a variety of things. They will be discussed here, along with several Google Ads samples.

AdRank as well as Quality Score

Your advertising' placement is determined by AdRank, and Quality Score is one of the two factors—the other being bid amount—that affects your AdRank. The quality and relevance of your ad are what determine your Quality Score, and Google determines these factors by the CTR (or the number of clicks) on your ad when it is displayed. Your ad's CTR is based on how well it corresponds with searcher intent, which you may infer from three factors:

1. How relevant your keywords are
2. If the searcher receives what they anticipate from your ad copy and CTA,
3. The way people interact with your landing page

Even before you raise your bid amount, you should pay close attention to your QS when you first set up your Google Ad campaign. Your acquisition fees will be reduced and you'll be placed higher with a higher QS.

Location

You choose the region where your Google Ad will be displayed when you first put it up. If you have a storefront, it should be quite close to where you are physically located. If you run an online store and sell actual goods, you should specify your location to the locations from which you ship. The possibilities are endless if you offer a service or good that is available to everyone in the world.

Your location settings will affect how you are placed. For instance, even if your AdRank is high, if you run a yoga studio in San Francisco, someone searching for "yoga studio" in New York won't see your result. That's because Google's main goal is to show users the best relevant results, even if you're paying for it.

Keywords

Researching keywords is just as crucial for paid advertisements as it is for organic search. Your keywords should as closely as possible reflect the objective of the searcher. This is due to Google matching your advertisement with searches based on the keywords you chose.

One to five keywords are ideal for each ad group you designate inside your campaign, and Google will display your ad in accordance with those choices.

Pairing Types

Match Types provide you some leeway when it comes to choosing your keywords because they inform Google whether you want to match a search query precisely or if you want your ad to be displayed to everyone who enters a semi-related search query. There are four different match types available:

• The default mode, known as Broad Match, uses any word inside your keyword phrase, in any sequence. For instance, "goat yoga in Oakland" or "yoga Oakland" will match.
• By designating them with a "+" symbol, Modified Broad Match enables you to lock in specific words within a keyword phrase. Your matches will at the very least contain that locked-in term. For instance, searching for "+goats yoga in Oakland" can get results for "goats," "goats like food," or "goats with yoga."
• Phrase Match will find matches for queries that contain your keyword phrase in the exact order, even if they contain other words either before or after it. Goat yoga, for instance, can also refer to "spotted goat yoga" or "goat yoga with pups."
• Precise Match keeps your keyword phrase in the exact order that it is written. If someone types "goats yoga" or "goat yoga class," for instance, "goat yoga" won't appear.

Switch from a broad match to a more specific approach if you're just getting started and are unsure of how your persona will be searching so you can test which questions get the greatest results. However, because your ad will appear for a variety of queries, some of which are irrelevant, you should monitor your advertising carefully and make any necessary adjustments as you learn more.

Your ad copy may determine whether someone clicks on your ad or one from a rival. As a result, it's crucial that your ad language aligns with your target keywords, satisfies the persona's pain point, and matches the searcher's intent.

Let's look at an example to see what we mean.

This came up in a search for "infant swim instruction." The material is succinct and makes effective use of the available space to communicate its point and engage its intended audience.

Because The Swim Revolution used the phrase in their headline, we can immediately tell that the ad is relevant to our search. The description also explains why this is the ideal choice for swim lessons by addressing the issues that their persona, a parent trying to enroll their child in a swim class, would have.

They allay our fears of placing a baby in the water by using phrases like "skills," "fun," "confidence," and "comfort in the water," and they show us that we will obtain the result we desire from this class: a baby who can swim.

Clicks will be generated by this type of advertisement, but conversions will come from incorporating this degree of intention into your landing page language.

Ad Extensions 

You should use Ad Extensions if you're running Google Ads for two reasons: first, they're free, and second, they give users more information and another reason to interact with your ad. These extensions fall under one of the following five groups:

• Sitelink Extensions give users more compelling reasons to click by extending your ad and adding further links to your website.

• You can include your phone number in your advertisement using Call Extensions, giving users another quick option to contact you. Include your phone number if you have a customer support team ready to interact with and sell to your audience.

• Location Extensions include your address and phone number so that Google may show searchers a map to help them find you. This option, which is ideal for businesses with a storefront, works nicely with the search term "near me."

• Offer Extensions are effective if you are currently running a promotion. If users notice that your options are more affordable than those of your rivals, they may choose to click your advertisement instead of those of others.

• For mobile users, app extensions offer a link to an app download. As a result, it is easier to find and download the software from an AppStore without having to conduct a new search.

Retargeting with Google Ads

Retargeting, also known as remarketing, is a strategy used in Google Ads to promote to consumers who have previously interacted with you online but have not yet purchased. Users who are tracked by cookies will see your advertising as they browse the web. Remarketing works well because most potential customers need to see your advertising repeatedly before becoming clients.

Google Ads Campaign Types

1. Search
2. Display
3. Video
4. App
5. Shopping

Google Ads offers five different campaign kinds from which to choose. Let's go over each one's ideal applications and the reasons you might favor one over the other.

1. Ad campaigns for search

Text advertisements known as search adverts are seen on Google results pages. For illustration, a search for "pocket squares" yields the following sponsored results:

Search advertising have the advantage of presenting your advertisement on Google, which is where most internet users turn first when looking for information. Additionally, because Google displays your advertisement in the same format as other results (apart from designating it as a "Ad"), people are used to viewing and clicking on results.

Ads for responsive search

When you utilize responsive search advertising, Google will choose the top-performing headlines and ad copy (15 and four variations, respectively) to show to users. When creating a static version of a standard advertisement, you always use the same headline and description.

With responsive advertisements, you can create dynamic ads that are automatically tested until you find the one that works best for your target demographic — or, in Google's case, until you get the most clicks.

3. Ads that use video

videos. Keep in mind that YouTube is a search engine as well. Therefore, using the appropriate keywords will bring up a movie and briefly stop the user's current course of action in order to get their attention.

The following video appears in the middle of another instructional film on how to knot a tie.

4. Ad campaigns in apps

Through an advertisement that appears on Google Search Network, YouTube, Google Play, Google Display Network, and other sites, Google App Campaigns advertise your mobile application.

You can run advertisements urging people to download your app or, if they already have it, to perform a specific action inside of it.

Unlike other ad formats, an App ad campaign is not something you create. Instead, tell Google about your app's features and target market before making a bid. Google takes care of the rest to expose your app to the appropriate users:

5. Advertising for online stores

Google Shopping Ad Campaigns are an additional sort of Google Ad. Similar to these other forms of ads, shopping campaigns are featured on SERPs and include specific product details like the price and image of the item. Through Google Merchant Center, where you provide particular product data that Google uses to construct your shopping advertising, you can launch a shopping campaign.

Shopping Ads let you advertise specific goods and product groups rather than your business as a whole. Because of this, when you conduct a Google search for a specific product, advertisements for several brands will appear at the top and/or side. When I search for "running shoes," I get results like these. The exact products displayed on the side are Shopping advertising that are tailored for the phrase "running shoes," while the advertisements at the top are Google Search ads.

Use of Google Ads

Have we persuaded you to start utilizing Google Ads? Good. Starting is easy, but there are a few stages involved. Here is a step-by-step tutorial for creating your first Google Ads campaign.

1. Create an account for Google Ads.

Visit the Google Ads homepage first. Click "Start Now" in the top right corner of the screen.

You will be asked to sign in using an existing Google account or create a new one.

    2. Pick a name for your company and a domain.

You will be directed to a screen after logging in where you must enter the name of your company and its website. Anyone who clicks on your advertisement will be directed to the URL you provide.

3. Choose your advertising objective.

Next, decide on your major advertising objective. There are four alternatives available to you: increase calls, internet purchases or sign-ups, foot traffic to your physical location, and YouTube views and engagement.

4. Create your advertisement.

Your ad needs to be created next. This can be a little difficult and calls for inventiveness.

Thankfully, Google provides writing suggestions. Of course, writing an advertisement that will draw in and influence your audience is the most crucial step.

5. include keyword themes

You can select keywords that go with your brand on the following page. If you're unfamiliar with keyword research, Google will offer a few for you; we advise starting with those suggestions. Click "Next" once the appropriate keywords have been chosen.

6. Choose the location for your advertisement.

You can select the location or sites on which you want your advertisement to appear on the following page. It can be far from your home address or somewhere else entirely.

7. Establish a budget.

You can specify a specific budget or choose from Google's available budget options here.

8. payment confirmation

Finally, give your credit card details.

And just like that, you've made your first Google advertisement!

As you can see, creating your sponsored ads on Google is rather simple (and quick), largely because the platform guides you through the process and offers useful tips along the way. The setup should only take you ten minutes if you already have your ad wording and/or images ready.

Less evident are all the extra steps you must take to make sure your advertising are well-positioned and straightforward to track. Let's discuss these as a group. These are the actions you should do after submitting your advertising for approval.

9. Connect your Google Analytics profile.

If Google Analytics isn't already installed on your website, here's how to install it on WordPress so you can measure visitors, conversions, objectives, and any other special data. Additionally, you must connect your Analytics account to Google Ads. Because you can monitor these occurrences in one location, linking these accounts will make tracking, analyzing, and reporting between channels and campaigns much simpler.

10. Insert UTM codes.

Google uses Urchin Tracking Module (UTM) codes to monitor any activity connected to a particular URL. It's the portion of a URL that comes after the question mark ("?"). You've probably encountered these before. In order to track the most successful components of your campaign, UTM codes will let you know which offer or advertisement resulted in a conversion. Since UTM codes let you know exactly what's working, optimizing your Google Ads is much simpler.

The secret is to enter your UTM codes when configuring your Google Ads so that you don't have to manually add them for each ad URL. If not, you can manually add them using Google's UTM builder.

11. Conversion tracking should be setup.

The number of clients or leads you have received as a result of your advertising initiatives is precisely disclosed via conversion tracking. While setting it up is not required, doing so will force you to estimate the return on your advertising investments. You may monitor purchases (or other actions) made through your website, app downloads, or phone calls made in response to your adverts thanks to conversion tracking.

12. Integrate your CRM with Google Ads.

There is merit in keeping all of your data in one location so that you can monitor, examine, and report on it. Your CRM is already being used to monitor contact information and lead flows. You may track which ad campaigns are successful for your audience with Google Ads integration with your CRM, allowing you to keep marketing to them with offers that are pertinent to them.

Strategies for Bidding on Google Ads

It's time to start bidding once your ad campaigns are set up and tracking is established. Keep in mind that your potential to rank in Google Ads depends on your bid strategy. When starting your paid campaign, there are a few methods and bid settings you should be aware of even though your bid amount will rely on your budget and objectives.

Manual vs. Automated Bidding

• When it comes to bidding on your keywords, you have two choices: automated and manual. Here is how they function:With Automated Bidding, Google is in charge and the software might modify your bid based on your rivals. You can still select a maximum spending limit, and Google will work within that range to offer you the best opportunity to place the winning bid.
• By using manual bidding, you can control the bid levels for your ad groups and keywords, which gives you the opportunity to spend less on advertisements that aren't working well.

Search Terms with Branded Bidding

Branded terms, like "HubSpot CRM," are ones that contain the name of your business or a distinctive product. Whether you bid on your brand terms or not is a hotly contested topic. An argument could be made that placing a bid on conditions that are likely to produce organic results is a waste of money.

On the other hand, placing a bid for these phrases provides you control over these pages of search results and aids in the conversion of prospects who are further along the cycle. For example, if I've been looking at live chat tools and am seriously considering HubSpot's Live Chat, a quick search for "HubSpot live chat software" will give me the exact result I need without having to scroll.

The other justification for bidding on your branded phrases is that if you don't, your rivals might, so occupying valuable space that ought to be yours.

Spending Per Acquisition (CPA)

If the thought of spending money to turn leads into customers makes you uncomfortable, you can instead set a CPA and only pay when a person becomes a customer. While the cost of using this bidding approach may be higher, you can rest easy knowing that you only pay when you bring in a paying customer. Your ad budget is simple to track and defend using this tactic.

Additional Resources for Google Ads Optimization

Your sponsored campaign's success depends on more than just your ad copy and headline. Just getting a person to click is the first step... They ought to land on a landing page that is designed to convert before being transferred to a thank-you page that instructs them on what to do next.

Check out these extra resources and use them as guidelines when you build up your Google Advertising campaign if you want your ads to generate quality leads and clients.

• In order to avoid wasting those priceless clicks, Landing Page Best Practices will show you how to create a landing page that is optimized for conversions.
• What to do with your new lead after conversion, how to keep them on your site, and how to keep their interest are all covered in Optimized "Thank You" Pages.
• A Few Mobile Tips Google Advertisements teaches you how to optimize both desktop and mobile ads as well as the main distinctions between them.
• You may learn how we at HubSpot maximize our Google Ads expenditure to get the best ROI by reading Optimizing Google Ads Costs.
• Examples of successful Google advertising campaigns are provided in Quality Google Ads Examples That Convert.

Tips for Google Ads

Here are a few quick recommendations or best practices to keep in mind as you develop successful campaigns now that you understand how to use and set up a Google Ad campaign.

These have been extensively explored in this essay, but it is impossible to exaggerate how important they are. Use this as a checklist that you can use repeatedly.

1. Set a specific objective

Instead of developing an ad first and then changing it to match your objectives, it's critical to clarify your objectives before you construct your advertisement. Meet with your marketing team to develop SMART goals for your Google Ads campaigns and a plan for your advertising.

2. Make a landing page that is appropriate.

Make sure the URL you enter when asked to when generating your ad points to a pertinent landing page. If your ad is compelling enough to be clicked, you risk undoing all your hard work if the landing page is subpar.

As a result, make your landing pages as effective as possible so that your advertisement can turn a curious visitor into a paying customer. For more instructions on how to construct effective landing pages, see our landing page tutorial.

3. Use appropriate keywords.

It simply makes sense that you select the top keywords for your advertisement because they are so crucial.

Long-tail keywords are among the best because they can target a single firm and are extremely specialized.

Let's use the example of running a cat clinic. A local audience won't be reached by a general term like "cat clinic," but something like "cat clinic in Belvedere" is more likely to do so.

4. Automate the operation.

Conversions can be increased by optimizing the bidding process. Your bids may be raised or lowered for you using tools like Smart Bidding, depending on your chances of success.

As a result, you will only invest money where there is a greater likelihood of success.

5. Employ ad extensions.

Extensions can improve the effectiveness of your advertising. You can identify your regions, services, products, or promotional offers using these extensions.

For instance, you may put your phone number in your advertisement so that people can contact and ask about your services straight away.

6. Use words that are negative.

You can incorporate negative keywords in Google Ads. By utilizing these keywords to describe what your product or service is not, you can avoid appearing in unrelated SERPs.

In the hypothetical cat clinic, you might only treat cats and not dogs or other kinds of animals. You can disregard qualifiers like "dogs" in this situation.

7. Analyze your performance and make improvements.

You can monitor significant data like page popularity, the most popular keywords, and more when you combine your advertisements with Google Analytics.

You can enhance the quality of your advertising, increase conversions, and boost income over time by gathering and evaluating these and other information.

Beginning Your Google Ads Campaign

Google Ads have to be a part of any paid campaign given its influence and reach. Use the advice we provided to get going, and don't forget to improve and iterate as you go.

There are simply certain Google Ads campaigns that require a little bit more work; there are no unsuccessful ones. You now have the knowledge and tools necessary to design an effective Google Ad campaign that generates clicks and leads using the approach and information provided above.

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