How to Advertise on Google & Boost Your Business in 2020

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Google advertising is a cost-effective, pay-per-click advertising platform that helps generate leads and increase sales by enabling businesses to appear alongside top-ranking search results for specific keywords. To advertise on Google, set up a Google Ads Manager account, click “+” to start the new campaign creation process, and follow the prompts to complete all steps.

What Are Google Ads?

Google Ads (formerly Google AdWords) is a self-service, pay-per-click advertising platform that enables businesses to create and launch search and display ads. Search ads, the more popular ad network type, look almost identical to the normal search results, with the only difference being the small word “Ad” in green. Google Ads will show at the top and bottom of a search results page.

Example of Google Ads in search resultsExample of Google Ads in search results

Example of Google Ads in search results

How Google Advertising Works

Google Ads are a form of search engine marketing and part of Google’s pay-per-click (PPC) advertising platform, where businesses create, launch, and manage ads through its self-service ads manager. Text-only ads are created by businesses, which are then displayed in search results based on a number of factors, including relevant keywords and ad content, device types, time of day, and user location. Advertisers only pay when users click on their ads.

Advertisers should start by creating a Google Ads Manager account. After that, click the “+” sign on the Ads Manager homepage to launch the new campaign creation process. Here, you will be prompted to complete all necessary ad creation steps, from inputting your daily budget to picking a location, choosing target keywords, adjusting general ad settings, and finally, writing your Google ad.

After finishing the new campaign creation process, Google will review your ad. This generally takes around 24 hours. If your ad doesn’t violate any of Google’s advertising policies, it will be approved and go live. It will then be eligible to display in search results based on your chosen keywords and campaign settings. Once an ad is live, advertisers may adjust the ad to improve its performance, including changing keywords, altering the budget, or pausing the campaign.

A successful Google Ad campaign takes into account what users are searching for, when they’re searching, and what ad copy will be most compelling. If created thoughtfully and run well, a Google Ad can greatly increase conversions and sales for your business by targeting those who are ready to buy.

How to Advertise on Google in 10 Steps

Google ad campaigns can be set up in as little as 10 steps by following the “new campaign” creation process, which walks users through each step. To begin, log in to Google Ads Manager and click the “+” icon to create a new campaign. Next, select your goal, campaign type, and network. Then, set up ad groups, create ads, confirm and launch your campaign, and finally, monitor and optimize your campaign.

If you don’t have the time or resources to create and manage your Google Ad campaign (or would just prefer leaving it to professionals), companies like Hibu can help. Hibu is a Google Premier Partner that specializes in things like customizable search engine marketing — so you can target specific keywords and audiences — and website design to optimize conversions from the search traffic. Visit Hibu to get a free consultation and learn more today.

Visit Hibu

If you’d prefer to handle your campaign on your own, here’s how to create a Google Ads campaign in ten steps:

1. Log in to Google Ads Manager & Create New Campaign

To create a new Google Ads campaign, start by logging in to Google Ads Manager. If you do not already have a Google Ads Manager account, visit Google to register for one. Once in Google Ads Manager, navigate to the “Campaigns” tab on the left-hand vertical menu. From the campaigns tab, find and click the “Create” button in the upper left-hand corner of the screen, and then select “New Campaign” from the drop-down options.

Create a New Google Ads CampaignCreate a New Google Ads Campaign

Create a new Google Ads campaign

2. Select Your Marketing Goal & Campaign Type

The first step in the new ad campaign creation process is to select your marketing goal. There are currently six marketing goals: sales, leads, website traffic, product and brand consideration, brand awareness and reach, and app promotion. You may also opt-out of selecting a marketing goal by selecting the final option, “Create a campaign without a goal’s guidance.”

Note that there are three options for Google search ads (sales, leads, and website traffic) and six goals between Google search and display networks. Each has its own uses. Visit our article on display network tips to make the most of each type.

Here are the six marketing goals available for Google Ad campaigns:

  • Sales (search): Generate sales from Google Ads online, in-store, by phone, or in-app by phone using search, display, video, shopping, and smart ads.
  • Leads (search): Drive leads through ads that encourage a specific action using search, display, video, shopping, and smart ads.
  • Website traffic (search): Increase the number of visitors who come to your website using search, display, shopping, and video ads.
  • Product and brand consideration: Encourage users to explore your services and products through display and video ads.
  • Brand awareness and reach: Build brand awareness by reaching a wider audience using display and video ads.
  • App promotion: Drive interactions and installs of your app through app ads.

Marketing Objectives for Google Ad CampaignsMarketing Objectives for Google Ad Campaigns

Marketing objectives for Google Ad campaigns

After selecting your goal, you will be prompted to select your campaign type. Select “Search” to create text ads that display within the Google search results and click “Continue.”

Campaign Types for Google AdsCampaign Types for Google Ads

Campaign types for Google Ads

Next, select your conversion point, or how you would like to achieve to your Google advertising goal. The options you are given will be based upon the goal you previously selected. For example, if you selected “Leads” for your goal, you will be given the following option: website visits, phone calls, store visits, app downloads, or leads from submissions. You may select multiple options. Then, input the required information based on the options you selected.

Select Conversion Points for New Google Ads CampaignSelect Conversion Points for New Google Ads Campaign

Select conversion points for new Google Ads campaign

3. Create Campaign Name & Select Network

In the following screen, create a campaign name and select your advertising network. Your campaign name is only visible to you, so choose a name to easily identify the specific ads. Then, select your advertising network, search (text-based ads that appear within Google search results), or display (banner ads that appear on third-party sites). Those new to Google advertising are advised to start with the search network for the most ad control.

Input Campaign Name and Select Network for New Google Ad CampaignInput Campaign Name and Select Network for New Google Ad Campaign

Input campaign name and select network for new Google Ad campaign

4. Select Audience Targeting Settings

On the following page, you will be prompted to input your audience targeting preferences by location and languages. You also have the option to input more advanced audience settings, such as by affinity audiences, interests, and general user demographics, by using the “Search,” “Browse,” and “Ideas” tabs in the “Audiences” section.

Select Location(s) to Target

On this screen, you will be prompted to select the location(s) where you want your ad to display. You have the choice between all countries, the U.S. and Canada, the U.S. only, or the option to enter specific locations, which can be states or cities. Be specific with your location targeting to ensure your ads display to the right people. For example, if you are targeting a specific local market, it wouldn’t make sense to display your ad across the entire U.S.

Select Location Targeting for Google AdsSelect Location Targeting for Google Ads

Select location targeting for Google Ads

Select Locations to Exclude (Optional)

On top of selecting locations to target, advertisers may also choose to exclude locations. For example, a Delaware-based commercial construction company offers its services across the state, so it targets Delaware. However, there are a couple of cities it does not offer its services to, so it excludes those cities. To do this, use the search bar under “Find a different location” and select “Exclude” from the options that appear beside the location you want to exclude.

Exclude Locations in Google AdsExclude Locations in Google Ads

Exclude locations in Google Ads

Use Radius Targeting (Optional)

For more control over your location targeting strategy, use the “Advanced search” option. There you can target users within a certain radius by choosing “Radius targeting.” This is particularly useful for brick-and-mortar businesses that want to be sure their ad only displays to those who are in close enough proximity to visit them. For example, if you know that people typically do not travel farther than 10 miles to visit you, then set your radius to 10 miles.

 Exclude Locations in Google Ads Exclude Locations in Google Ads

Exclude locations in Google Ads

Input Location Settings

Next, click the drop-down arrow beside “Location options” to expand location settings. Select the type of location targeting you would like for your ads: “people in, or who show interest in, your targeted locations (recommended),” “people in, or regularly in, your targeted locations,” or “people searching for your targeted locations.” You may also choose to exclude locations, which is good to do if there are locations you do not want your ads to display in.

Location Options Settings in Google AdsLocation Options Settings in Google Ads

Location options settings in Google Ads

Select Languages (Optional)

After configuring your location targeting, select the languages your target audience, or customers, speak. To do this, click the “Enter a language” textbox. A list of options will appear where you can select the language(s) of your customers.

Select Languages for Google AdsSelect Languages for Google Ads

Select languages for Google Ads

Configure Audience Targeting (Optional)

The final step in ad targeting is to configure audience targeting. This enables ads to not only display to users based on their location, but also by interests and demographics such as education level and marital status. Use the search, browse, or ideas tabs to see if there are any audience targeting options available that will help your ads display to qualified users. If so, select them and if not, move on to the next step.

Google Ads Audience Targeting OptionsGoogle Ads Audience Targeting Options

Google Ads audience targeting options

5. Set Your Budget & Bidding

Next, set your daily ad budget, which is the maximum amount you wish to spend on your Google ad per day. While there is no minimum required daily ad spend, a good starting point for new advertisers is $10 per day. Then, select your bid strategy by selecting the type of ad interaction you want to focus on: conversions (recommended), conversion value, clicks, or impression share.

Google Advertising Budget and Bidding SettingsGoogle Advertising Budget and Bidding Settings

Google advertising budget and bidding settings

6. Create Ad Extensions

Next, set up your ad extensions. These are additional lines of text that appear below your ad. There’s no additional expense related to using ad extensions, and they not only add more real estate to your ad, but they provide users with more options and value, leading to more effective ads. Add extensions relevant to what you’re advertising by clicking the drop-down arrow to the right. When finished, click the “Save and Continue” button in the bottom left-hand corner.

Add Ad Extensions to Google Ad CampaignAdd Ad Extensions to Google Ad Campaign

Add ad extensions to Google Ad campaign

7. Set Up Ad Groups & Keywords

After inputting all campaign settings, the next step is to set up ad groups. These are grouped by product or service, using a shared set of keywords. For example, a dental practice may be creating a Google advertising campaign to promote its new line of teeth whitening services, and so it uses one ad group for laser whitening and another for gel whitening treatments—each with its own sets of keywords.

Set Up Ad Groups for Google AdsSet Up Ad Groups for Google Ads

Set up ad groups for Google Ads

Select Keywords

Next, select keywords, which are the terms or phrases that users enter into Google when they are using the search engine. When setting up your ad, you can choose which keywords you want to cause it to display. Google will suggest keywords for you to use based on your website content, and will also let you know how popular a keyword is. You will also need to select your keyword match types and input negative keywords to tell Google when not to display your ad.

Dave Power, Founder of Hiri

Dave Power, Founder of Hiri“If your competition is too high, try finding alternative or more specific keywords. For example, instead of using ‘email client,’ try ‘email client for Windows.’ This way, you’re specifically targeting people who are looking for an email client for Windows. These keywords might have a lower search volume, but they represent a niche in the market that your competitors are not utilizing. Your cost-per-click will be lower and your chances of reaching the right people will be higher.”

— Dave Power, Founder, Hiri

Choose Keyword Match Types

Next, select match types. Google Ads uses keyword match types to determine when to display your ad based on various combinations of your keywords. Match types allow for different keyword or search term variations, such as showing your ad when a user searches “white tennis sneakers” or “white shoes for tennis” for your keywords of “white tennis shoes.”

There are four different keyword matching options that you can choose from:

  • Broad match: This is the default match type that your keywords are assigned and will reach the most extensive audience out of the options. This may seem like a positive thing, but since your ad is eligible to show when a search query includes any of your keywords in any order (including synonyms), your ad could be showing on searches that aren’t really relevant.
  • Broad match modifier: This option gives you a little more control than the broad match because you can lock certain keywords into place. You just need to add a “+” in front of a word to let Google know that the search needs to include that word in order to trigger your ad. For example, if your restaurant specializes in pizza in the Dallas area—and no other types of food—you may want to bid on the keyword “+pizza in Dallas” so that your ad won’t appear when someone searches “Dallas restaurant.”
  • Phrase match: This option offers an additional level of control. With phrase match, search terms need to be in the same order as your keywords to trigger your ad, but there can be other words before or after the phrase. So, if your keyword is “Dallas restaurant,” your ad won’t appear when someone searches “restaurant Dallas,” but could if someone searches “best Dallas restaurant.” In order to indicate to Google that you want a phrase match, you will need to put quotation marks around the phrase.
  • Exact match: This option works just like it sounds. In order for your ad to show, someone will have to search the exact keywords in the same order and with no other words before or after. So if you want to place an exact match on “Dallas restaurant,” your ad won’t show for the search “best Dallas restaurant” or “restaurant in Dallas.” You need to put brackets around the phrase if you would like it to be an exact match (e.g., [dallas restaurant]).

Those advertising a general product or service (e.g., hiking boots) with a wide range of products and prices may choose broad match given that their ad will be relevant regardless of whether someone is looking for top-of-the-line hiking boots for men or affordable hiking boots for kids. However, a company advertising a specific product (e.g., high-end hiking boots for kids) would want to choose a stricter match type to avoid displaying ads for irrelevant search terms.

Google Ads Keyword Match Types at a Glance

Small business owners should use a combination of these matching types for their keywords. Broad match and phrase match are good starting points. Broad match will yield the most clicks at the lowest cost-per-click (CPC); however, ads may display for less relevant search terms, potentially driving lower-quality clicks. Exact match will have the most relevant clicks but will yield a lower volume of clicks at a higher CPC.

Add Negative Keywords

Negative keywords are the opposite of standard keywords, as they tell Google when not to show your ad. For example, a company that builds high-end garage doors would use “cheap” as a negative keyword to avoid their ad displaying to those who want a low-cost garage door. Another example would be a marketing agency using “jobs” as a negative keyword to avoid their ad displaying when people search “marketing agency jobs.”

Consider all of the different ways users might be searching for your keywords. Add any irrelevant keywords to your negative keyword list. Another way to do this is by frequently reviewing your search terms and adding irrelevant words to your negative keyword list to avoid wasting your ad spend on poor-quality queries.

Collin J. Slattery, Founder of Taikun, Inc.

Collin J. Slattery, Founder of Taikun, Inc.“You want to use negative keywords so your ads don’t show for queries that have words you don’t like. For example, most small businesses don’t want their ads to show up for a phrase that includes the words ‘free’ or ‘cheap’ in it.”

— Collin J. Slattery, Founder, Taikun, Inc.

8. Write Your Ads

The final step is to write your Google ad. This is how your ad will appear within Google search results. You will need to write two headlines (or a headline and a subheadline) and a description. You have a limited number of characters for each—30 characters for each headline and 90 for the description—so make sure your ad is concise and straight to the point.

Write a New Google AdWrite a New Google Ad

Write a new Google Ad

Writing an eye-catching ad that draws people in and motivates them to click isn’t easy. You have to clearly state your offer, what your business does, and give users a reason to click your ad—all within a limited number of characters. To help you write effective ads, use your keywords in your ad copy, use local identifiers, make your offer and call to action (CTA) clear, and use ad relevant extensions to increase the likelihood your ad will get clicked. When finished writing your ads, click “save and continue.”

Here are six things to consider when writing your Google ad:

  • Use your keywords in your ad: You need to use the same keywords that you are bidding on in your ad so that Google will be able to tell that the ad is relevant to user searches.
  • Use local identifiers: If you are a local business, you should consider using location terms in your search. If someone is searching for “bbq Dallas,” then your ad with the headline “Best BBQ in Dallas” will be more likely to show in the results and be highly relevant for a person looking for a restaurant in your area.
  • Clearly state your offerings: The user should know immediately what your business is and how you can help with what they’re looking for. If you own a store that offers many different products, make sure you are matching your ad to the keywords being searched.
  • Give users a reason to click your ad: There are tons of results on the first page of a Google search. You need to tell them why they should choose your business. Are you more affordable, dependable, or reliable? Do you have awesome reviews and ratings? Share that information in your ad.
  • Have a clear call to action: Users are more likely to click on an ad if they are being instructed on the next steps. Examples of this are “Call today for a free quote” or “Enter your ZIP code to find stores closest to you.”
  • Include a promotion: You may want to include an offer such as “20% off shoes today!” or “Free shipping!” It’s understandable if you don’t want to offer a discount on top of the advertising cost, but even a small offer can attract a new customer to your site.

A simple step you can take before writing your ads is to search for your type of business and see what type of ads come up. You don’t want to copy other business’ ads exactly, but you can get an idea of what works and what is out there. Also, create separate ads for mobile, with mobile-specific features, such as using a click-to-call CTA and keeping ad copy precise to better fit a small mobile screen.

9. Confirm & Launch Your Campaign

The final step is to confirm your new campaign and launch it. To do this, you will be prompted to review and confirm the details of your campaign, including the campaign start and end date. Your campaign will launch on its start date, after undergoing an ad review, which usually takes less than 24 hours. If you have not input your payment information, you will also be required to input it before your campaign can go live. Click “Continue to Campaign” to view it in your dashboard.

Google Ads Confirmation PageGoogle Ads Confirmation Page

Google Ads confirmation page

After building out your campaign, click the “Continue” button at the bottom of the window. You will be prompted to review your campaign, make any necessary changes, and input your payment information if you have not done so already. When ready, launch or schedule your campaign to go live. All new campaigns are reviewed by Google to ensure they meet all guidelines, which generally takes around 24 hours.

10. Monitor & Optimize Your Ad

Once Google approves your ad campaign and it goes live, begin monitoring your ads. Start by looking at ad campaign analytics in Google Ads Manager to see data such as impressions, clicks, click-through rate, and conversions. After giving your campaign some time, review your quality scores. Then check general campaign performance and optimize your ad to improve it.

Here’s how to monitor and optimize your Google ad:

Review Your Quality Score

Google assigns a quality score to each ad keyword, which is a number from one to 10 based on likely click-through rate, ad relevance, and landing page experience. In essence, this number indicates how well your ad aligns with a specific keyword, which determines its overall quality and relevance to searchers. Google uses this to decide on ad placement and CPCs.

Google will assign a quality score to each of your keywords based on:

  • Expected click-through rate: How likely someone is to click on your ad after searching for the keyword.
  • Ad relevance: How closely the keyword is related to your ad.
  • Landing page experience: How closely the keyword is related to the landing page or website your ad links to. Learn more about landing page optimization and how to improve your landing page so it drives more conversions.

You can check the quality score of your keywords by clicking on the keywords tab on your account and adding the “Quality score” column. Note that Google multiplies your quality score times your bid to determine how your ad will rank. For example, if your quality score is 9 out of 10 and your bid for the keyword is $1, you will most likely rank higher than someone with a score of 4 out of 10 who bids $2.

This is what that formula would look like:

(0.9 x $1) = 0.9 > (0.4 x $2) = 0.8

an example of quality scores on Google Adsan example of quality scores on Google Ads

Quality Score on Google Ads

David Erickson, VP of Online Marketing, Karwoski & Courage

David Erickson, VP of Online Marketing, Karwoski & Courage“A great tool in Google Ads to help understand how relevant your ads and landing page are to the keywords for which you’re bidding is the Quality Score. A good quality score is typically between 7 and 10.”

— David Erickson, VP of Online Marketing, Karwoski & Courage

Review General Campaign Performance

Other areas to look at when reviewing your campaign’s performance include impressions, click-through rate, average cost per click, and your average conversion rate. Each of these key performance indicators aligns with different elements of your ad, from your ad copy to your offer or call to action (CTA).

Here are the main metrics to consider when looking at your Google Ad performance:

  • Impressions: Impressions are counted each time your ad appears on a search results page. You will want to take note of the number of impressions of your ad; if you notice a low number of impressions, you’ll want to make sure your bid is competitive and that the keywords you chose to bid on match your ad and your landing page.
  • Click-through rate (CTR): The click-through rate is the number of ad clicks divided by the number of impressions. This percentage lets you know how many people actually click on your ad out of everyone who sees it. Good click-through rates vary by industry, but if your CTR is less than 1%, you should re-evaluate the text of your ad. Make sure the ad is enticing and gives a compelling reason for someone to click on it.
  • Average cost-per-click (CPC): CPC is the total amount paid for your ad divided by the total number of clicks. This price lets you know what you are paying for someone to click on your ad. Determining if you have a manageable CPC depends on the rate at which people on your site typically convert into sales. See the table in the cost section below for more information on average industry CPCs.
  • Conversion rate: This is your ultimate key performance indicator, as it tells you how many people who clicked on your ad take your desired action, like filling out a form or making a purchase. If you find you have a good click-through rate but a low conversion rate, then it is likely an issue with your landing page.

Building and launching a Google ad is the first step to Google advertising success, but you also have to continually monitor and optimize your ad in order to increase conversions and your return on ad spend. Keep your goals in mind and how the metrics above help you meet those goals. Also, be sure to check Google Ads Manager analytics several times a week to make sure your ad is meeting expectations.

Google Advertising Cost

Google Ads is a pay-per-click advertising platform, meaning you only pay if someone clicks on your ad. The overall cost-per-click (CPC) depends on your ad keywords as well as a number of campaign settings. While the average CPC across all industries is $2.69, they vary greatly from as little as $1 to over $10 per click. Here are some industry averages, as well as a way to estimate your ad spend and an alternative for lower-cost PPC advertising.

Average Google CPCs by Industry 2019

Source: Google Keyword Planner

Keep in mind that competition, time of day, and location greatly influence your CPC. For example, if you are a real estate agent in a small town, you might be able to bid less than $1 per click on a keyword and still have your ad show on Google. However, if you own a medical malpractice law firm in a big city, the cost per click will be much more expensive. Learn more about the cost to advertise in our guide to Google advertising costs.

How to Estimate Your Google Advertising Cost

You can use Google’s Keyword Planner tool to see how much the suggested bids are for your ad when someone searches for specific keywords. However, instead of strictly focusing on the cost of advertising, you will also want to think about how much you stand to earn from advertising on Google, and whether this will yield a substantial profit for your business.

For example, a malpractice firm might be thrilled to pay $30 for a click on their ad if one out of 10 clicks becomes a new client. Even though they are paying $300 for a new client, they will likely still profit from the ad at the end of the day because their service fees are so high.

Reduce Costs With a Google Advertising Alternative

Google Ads isn’t the only paid search advertising platform, nor is it the most competitively priced. While Google Ads does offer free promo codes for marketers who are just getting started, it might make better sense to consider alternative options for your business.

Microsoft Advertising (formerly Bing Ads), for example, has an average CPC of $1.54 and some advertisers—particularly those reaching an older or wealthier demographic—find it to be a more effective ad platform. It’s worth testing Microsoft Ads to determine if it might be a better use of your marketing budget. Get $100 in Microsoft Advertising credit when you spend $25.

Visit Microsoft Advertising

How Does Google Determine Ad Rank?

Google uses an algorithm to determine which competing bidder’s ad is displayed in relevant search results. While Google Ads is a type of auction, it’s not simply the highest bidder whose ad gets the top ad position. Instead, Google considers how good of a search result your ad is for a user performing a search, and with that, how likely they are to click your ad. Ads that have high bids and are deemed good search results get placed high on search pages.

Google uses these three primary factors to determine when an ad shows on the results page:

  • Bid: The bid is the price you are willing to pay for a click on your ad. You bid against other websites on keywords that you believe people search for if they are interested in your product. For example, a flower store might bid on the terms “roses,” “cheap bouquet,” or “wedding flowers.”
  • Quality score: Quality score is a number Google assigns to your ad keywords that reflect their relevance to your ad. Your ad needs to be relevant to the search query in order to show on the search results page. If someone searches “wedding flowers,” it wouldn’t make sense for Google to show an ad for a nail salon. You want to make sure you have a lot of the same keywords that you are bidding on in the ad itself so Google can tell your ad is relevant to the search.
  • Landing page experience: When someone clicks on your ad, the landing page that they are sent to should have content similar to the ad itself and the keywords used in the search. If you own a salon and are advertising manicures, you’ll want to link directly to a page that has more information on manicures instead of a page that includes all of your services.

Google Ads uses these and a number of other metrics to determine ad position. However, it should be noted that its algorithm is frequently changing. What doesn’t seem to change is that ad position boils down to bid and quality score (which includes landing page experience). To determine which ad will rank at the top of search results, Google multiplies your quality score by your maximum bid. The higher the resulting number, the higher the ranking.

Example Google Ad Algorithm

Google Ad Rank ExampleGoogle Ad Rank Example

Google Ad rank example

The Advantages of Advertising on Google

Google Ads, the largest advertising platform in the world, comes with several advantages. What makes it an effective advertising platform is that those seeing your ads are likely already in a buying or interest phase and so are more likely to click on relevant ads. Google Ads are also cost-effective as you only pay when someone clicks on your ad; geotargeting enables businesses to qualify clicks by location, and it helps businesses appear in search.

There are five primary benefits to advertising on Google:

  • Reach people who are looking for your product or service: People who search Google are actively looking for something. In other words, users are searching Google for what you offer and so by advertising on Google, you reach people the moment they are looking for you.
  • Qualify users based on location: Google Ads gives advertisers the ability to take user intent (based on keyword searches) a step further by then qualifying users based on their location, using geographic targeting so that ads only display to users in certain locations.
  • Cost-effective: Another enticing factor is that you only pay if your advertisement works. Since Google uses a pay-per-click (PPC) advertising model, you only pay if someone is searching for the keyword you have bid on and is interested enough in your ad to click on it. You can set how much you are willing to pay per click on your ad and set a maximum daily budget.
  • Rank highly while building SEO: Every business wants their website and its pages to rank highly in Google. However, SEO is a long-term strategy that can take a lot of time and expertise. Google Ads gives businesses a fast way to jump to the top of search results for keywords they wouldn’t otherwise be found for.
  • Reach warm leads: With Google Ads, businesses can create remarketing campaigns, where ads are set up to display to people who have recently visited their website. This helps businesses create more effective ads as it enables them to reach warm leads and close a sale.

Google Ads comes with a lot of benefits, which is what makes it so valuable to businesses of all sizes. With Google Ads, advertisers get an affordable and cost-effective way of reaching people the moment they are searching for what you offer. It also opens the opportunity for businesses to re-market to recent site visitors to foster warm leads, and also provides comprehensive data and analytics that can help businesses better understand their audience and create better ads.

Matthew de Noronha, Digital Marketing Specialist with Eastside Co.

Matthew de Noronha, Digital Marketing Specialist with Eastside Co.“An effective Google Ads campaign starts relatively broad. After some time, you will learn what works and what doesn’t, what keywords are converting, what ad copies are getting the most clicks, what extensions actually make a difference, and so on. From there, start optimizing. Bin what doesn’t work, keep what works. You’ll never have the strongest performing campaign until you know how to learn from failing.”

— Matthew de Noronha, Digital Marketing Specialist, Eastside Co.

Frequently Asked Questions (FAQs)

How do you calculate return on ad spend for Google Ads?

To calculate return on ad spend, first divide your monthly ad spend by your average cost-per-click (CPC) to find your average number of clicks per month. Then, multiply the number of clicks by your average conversion rate to find the average number of conversions your ads generate per month. Finally, multiply your conversions by your customer lifetime value (CLV) to get your return on ad spend (ROAS) for your ad campaign.

What is a quality score on Google Ads?

Google assigns a “quality score” to each ad keyword, which is a number from one to 10 based on likely click-through rate, ad relevance, and landing page experience. In essence, this number indicates how well your ad aligns with a specific keyword, which determines its overall quality and relevance to searchers. Google uses this to decide on ad placement and CPCs.

What’s the difference between Google Ads & Facebook Ads?

Google Ads and Facebook Ads are both pay-per-click (PPC) advertising platforms with the main difference being intent: Google users are actively searching for your product or service and Facebook users are not. However, Facebook Ads has many more comprehensive audience targeting options, enabling businesses to display ads to people who are likely to be interested in what they offer. Learn more about Facebook Ads vs Google Ads.

Bottom Line: How to Advertise on Google

Businesses that advertise on Google can quickly generate leads and increase sales with a very low cost—sometimes as low as $1 per ad click. What makes it so effective is that it puts your ads in front of people who are actively seeking products or services that your business offers. Businesses that are looking for a cost-effective way of obtaining new customers in the short term should use Google Ads.


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