If you recently started your e-shop or moved your physical store to an online business, you need to know how to advertise.
In the world of online advertising, there is really big competition between stores from the same segment but that doesn’t mean you won’t have any sales.
In this article, we will talk about the advertising on the Google network and we will look deeper into what Google Ads is and how it can help your business. If you only plan to start online advertising, you need your website.
What are Google Ads?
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Google Ads, recently known as Google AdWords allows online advertisers to advertise on the Google network. Google is the biggest traffic-driving platform that you can pick for your ads. The second is Facebook ads.
Did you know that there are about 5,6 billion searches per day on Google?
Imagine that your ad will be shown at least 1% of these users. That is a really high number, but it is not that simple. Google requires different data to promote your ads to the top of the results.
How does Google Ads work?
The system and auction of Google Ads are focused around keywords. Keywords are the list of specific words that target relevant and specific products that people are looking for. You as an advertiser can bid on these keywords where bid means how are you willing to pay for a Google user to click on your ad. If you want to have your ads in the first search results, you need to have enough money in your budget and you need to have a good quality score.
When someone clicks on your ad, you as an advertiser pay a certain cost (CPC – cost per click).
How does Google Ads auction work?
As we mentioned before, Google Ads works on an auction system.
If you want to be in the first place, so if you want to “win” these auctions, you will need to optimize your quality score and the bid amount. The higher your quality score and bid is, the better your ads are positioning.
There are more factors than quality rand and bid, for example, you need to optimize the relevance of your ad to its landing page, you need to have some click-through rate (CTR) of the ad and its ad group, overall historical account performance, etc.
There are also other benefits for having a high-quality score:
- You can achieve higher exposure – Thanks to the quality score your ads are shown more often. That can cause bigger exposure to your ads and website. Your brand can be shown more often so you can also improve your brand awareness.
- You can get lower costs – Google is able to reward its advertisers with good and high quality scores by lowering their CPC (cost per click) which can improve your ROI (return of investments).
How to create a Google Ads account?
If you want to start advertising on Google, you need to create your Google Ads account. As a first thing we recommend you to create Gmail so you can proceed with all Google features.
After you done with the creation of your Gmail account, follow next steps:
- Open Google Ads registration page in your browser.
- Click on the blue button which says “Start now”.
- Choose your Gmail email and fill all the required fields.
- Now you will be able to choose one of the options. If you want you can create a new campaign right now or you can skip the campaign settings and you can do it later.
- If you decide to create a campaign, follow simple steps and create one. If you picked to create an account without any campaign, you will find yourself in the Google Ads.
What other setting means in Google Ads?
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Billing and payments
In the section “Billing and Payments” you need to fill the required information if you want to start advertising. You can set the person who should be charged for the transactions regarding your google ads and also you can choose how you want to pay for them.
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Business data
Google offers different sources that you can use of your business data such as feeds in your account. You can manage these settings in the “Business Data section”. These sources can include parameters for your ads so you can use it to generate dynamic ads in the future. You can get back to these settings whenever you want.
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Account Access
If you are not the only person who wants to manage a specific Google Ads account, in these settings you can add more people who will get access to your Google Ads account. You do not need to give them your password! Simply add their e-mail and set their role. They will receive notification about this and they can make actions in your account based on their account level.
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Linked accounts
In the linked accounts section you can link your Google Ads with other services that Google offers. For example Google Analytics or Google Merchant Center. Thanks to this feature you can have all your accounts under your thumb.
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Preferences
In the Preferences section you can set up basic information about your account such as number format, language, country, time zone, etc.
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Google Merchant Center
Google Merchant Center is important if you decide to use Shopping and Remarketing campaigns. If you want to advertise products with Merchant Center, you must first upload your inventory (from product data feed). If you want to learn more about how to create a Merchant account, check this guide.
What type of ads can you create via Google Ads?
You can create several campaigns in your Google Ads account. The campaign type determines where your ads will be shown to people. You can choose one that you like the most or you can create more types of ads at the same time. It is totally up to you.
Campaign types are:
Search Network campaign – This is the most basic and used campaign you can create in your Google Ads account. It is a classic text ad.
Display Network campaign – Thanks to Display Network campaign, you can also show the product image you are advertising.
Shopping campaign – Shopping Ads are working with your Merchant Center and they are taking products from your product data feed. Use the Google CSS Partner and get a better cost-per-click.
Video campaign – You can easily run a video campaign which can be a really good strategy if you are selling a service. They will be displayed on YouTube and Google Partner sites.
App campaign – You can also use an App campaign type to promote your app
Summarize
In this article, we were talking about the basics of Google Ads – application for advertising on the most used network in the world – Google.
If you will find some time and money, you can easily start your business with Google. The set up of your Google Ads account is easy and you can use many official Google articles whenever you need help.
We showed you how to create a Google Ads account, how different settings work, and what is the most important thing while setting up your first Google Ads account.
Keep in mind that your quality score is really important, thanks to it your ads can be shown in the first places and they can bring you many new leads or customers.
You can choose from many campaign types that Google offers. You can try only one or you can try several at the same time, it is totally up to you and up to your budget. If your budget is small, we recommend you start with a basic Search Network campaign so you can track your results.
Do not forget to use several Ad features such as ad extensions, automation, smart bidding or many other options.
We wish you luck with your advertising. Also, read about How to Rank Your Website Higher on Google.
