The ultimate google ads guide

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Online advertising with google ads is one of the most effective ways to reach new customers & grow your business. However, before you can get started, you’ll need to lớn know how lớn use google adwords effectively in order lớn maximize the return on investment from your advertising spend và avoid making mistakes.

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Table of contents

Let us help you get started with this beginner’s guide to running ads on Google.

What is Google Ads?

Google Ads is a pay-per-click advertising platform owned và operated by Google. It is also the largest and most widely used online advertising network in the world, và millions of businesses use adwords to reach new customers & reach their sales, marketing, and revenue goals.

Advertisers who choose khổng lồ use google ads can target users across multiple networks.

Search ads: On the tìm kiếm Network, advertisers create text ads that target keywords, the words and phrases people search on Google. This gives them the opportunity to appear in tìm kiếm results when their customers have the highest intent to engage or buy. While it is just one type of PPC advertising, tìm kiếm ads are often what people are referring khổng lồ when they use this term. It is also known as paid search.

Each ad type offers its own set of benefits & can help hit different objectives. And within these networks, there are different campaign types, placements, formats, & more. There are even chiến dịch types that allow you to lớn advertise across multiple networks at once.

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Why use Google Ads?

PPC in general offers many benefits to business, but google ads has extra advantages.

Fast results: While SEO is essential for any business, it takes time for your nội dung to rank. PPC ads, on the other hand, can start appearing as soon as your chiến dịch is phối live.Data and insights: The data you collect in your campaigns allows you to make optimizations to maximize your budget as well as to lớn gain invaluable customer insights.Full funnel-friendly: Between Search, Display, Shopping, and YouTube ads, and the targeting capabilities, you can use google adwords throughout every step of your funnel.

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How does google adwords work?

Although both tìm kiếm and Display advertising campaigns are managed via Google Ads, the term “Google Ads” typically refers to lớn the tìm kiếm Network. Digital marketers usually refer khổng lồ the Display Network by its own name. In short, google ads works on an auction system, where costs are not determined just by bid, but also the chất lượng and relevancy of ads.

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For more on the adwords ad auction and how the google adwords system works, check out this infographic.

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How lớn use google ads in 7 steps

Establish your foundationSet up your google ads accountIdentify your keywordsCreate your campaignCreate your adsReport on resultsOptimize và adjust

1. Establish your foundation

First & foremost, make sure you have a firm grasp on your audience và your goals.

Goals

​​What are you using google ads for? Lead generation? E-commerce? Brand building? The campaign types you choose and structure of your tài khoản will hinge on this. Lớn learn more about establishing realistic goals for your adwords account, check out these resources:

Audience

Developing personas is essential. What vì your ideal customers do? Where vì they vị it? When are they actively searching? On what device? to learn more about developing customer personas and defining your audience, check out these resources:

2. Set up your google ads Account

Setting up a Google Ads tài khoản is easy and takes just a few minutes.

You have the option of creating your tài khoản using an existing Google account, or you can create a new tài khoản specifically for use with Google Ads. Then, you’ll specify some basics for your account, such as your location and time zone. Finally, you’ll mix up billing details, so Google can accurately bill you every month.

OH. & don’t forget conversion tracking!

3. Identify your keywords

Advertisers use google ads by bidding on từ khóa that are relevant to their business so that their ads appear in relevant tìm kiếm results. There are many different ways lớn conduct PPC từ khoá research, và nhatroso.com’s free Keyword Tool is an excellent starting point.

Simply enter a tìm kiếm term or URL và it will generate a comprehensive các mục of từ khóa along with search volume, cost per click data, & competition level.

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4. Create your campaign

Once your account is created và you’ve done your từ khóa research, it’s time to lớn create your campaign. To lớn create your google adwords campaign, you’ll need to:

Pick your campaign typeSet your ad scheduleChoose your location và languageDetermine your budgetAdd your keywords

You can also watch our đoạn clip tutorial here:

5. Create your ad

Writing effective adwords is a particularly challenging task, as you have limited space to craft a compelling & persuasive message.

In general, a good google adwords headline:

Conveys valueContains the keywords you’re targetingUses the language your customers useElicits emotionsHas a call to action

Furthermore, with responsive tìm kiếm ads being the only standard Search campaign you can create, you have khổng lồ format your headlines and descriptions to be able to work in different combinations. Use these responsive search ad best practices to lớn guide you:

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You can also use this responsive search ad template khổng lồ help you out:

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6. Report on performance

Like any kinh doanh strategy, google ads is not a phối it & forget it effort. It’s important to check in on your campaigns regularly so you can harness what’s working & toss out what’s not. Important PPC metrics khổng lồ pay attention lớn are:

Depending on your campaign types & objectives, there may be other metrics lớn track as well, but those are the core ones. Not sure what constitutes “good” performance? kiểm tra out our interactive google ads benchmarks.

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View the full report in our always-updated benchmarks page.

7. Optimize, test, & adjust

A perfect Google Ads chiến dịch is never finished. The platform is always changing và so are your customers, so you should always be testing out different settings, ad copy, and offers as well as adjusting bids based on keyword performance and adding negative keywords to eliminate unqualified tìm kiếm queries.