Advertising on Google: step by step to increase your results in an uncomplicated way
If you have a business, you know that an online presence is essential to reach a larger audience and increase sales. And advertising on Google is one of the best ways to achieve this.
However, many people feel insecure about advertising on Google, because they think it is complicated or because they don't know where to start. Therefore, today I am going to share with you a simple and uncomplicated step-by-step guide to advertising on Google and increasing your results.
1- Create an account on Google Ads
The first step to advertising on Google Ads is create an account. Go to the Google Ads login page and click “Start now”. You will need to provide some information, such as your email address, company name, and daily advertising budget. It is an intuitive process, as at each stage you will be asked for the necessary information.
Therefore, with the account created, you will be directed to the campaign creation page.
2- Choose your campaign objective
Advertising on Google allows for a series of possibilities and achievements, such as: you can increase sales, generate more traffic to the website, obtain more leads or promote a specific product or service. Therefore, before starting the campaign, your main objective with it must be defined.
Once this is done, depending on the chosen objective, you will indicate the conversion triggers. Mainly, if it is registration, the page that triggers the contact capture will have to be configured. It is usually a /thank you page, however, the sales page is possibly /checkout.
Above all, it is based on these settings that Google will work on delivery, and that you will use metrics for optimizations. Failure to configure it will result in incomplete data for the campaign and, if configured incorrectly, it will certainly result in incorrect data.
Later you will choose the type of campaign:
Google search
Show up at the right time for customers with high intent
This campaign option is the most common and basic in Google Ads. It allows you to display your ads in Google search results primarily when people search for terms relevant to your business. It is certainly a great option for reaching customers with purchasing intentions, as your ads will appear to people who are actively looking for what you offer.
Max Performance
Performance Max is a recent and more advanced campaign option. With it, you can reach audiences across the entire Google network with a single campaign, including Search, Display Network, YouTube, and Gmail.
Performance Max uses machine learning to automatically optimize your ads based on your marketing objectives, such as conversions or sales. It is a recommended campaign option for those who have a larger budget and want to reach as many potential customers as possible.
Display Network
The Google Display Network allows you to show your ads on more than 3 million Google partner sites and apps. Without a doubt, a good alternative to increase brand recognition and reach a wider audience. Ads on the Display Network are displayed in different formats, such as: banners, images, videos and texts.
Shopping
The Shopping campaign allows you to display your products directly in Google search results, based on searches for the product. This encourages shoppers to view your products and compare prices before making a purchase. With the Shopping campaign, product ads must include images, price and relevant information.
Institutional
The video campaign option allows you to show your ads on YouTube videos and other Google partner sites and apps. With video ads, you can talk about your brand or product, and encourage people to take actions, such as visiting your website or making a purchase.
Discovery
The Discovery campaign option allows you to run ads across a variety of Google products, including YouTube, Gmail, and Discover. Therefore, a great option to reach a wider audience and increase brand awareness. You ads Discovery includes images and text displayed in a format similar to a news feed.
3 – Define your budget and bidding strategy
The next step is to set your daily budget. This is the maximum amount you are willing to spend per day on your ads.
One of the big benefits of advertising on Google Ads is the flexibility in determining your advertising budget. You can choose how much you want to invest per day or per campaign, and Google will only charge you when someone clicks on your ad.
When setting your budget, first of all, you need to keep in mind the size of your business, the size of your target audience and the objective of the campaign. This way, you can start with a smaller budget and increase it as you gain confidence and get results.
Additionally, you need to define your bidding strategy. This means deciding how much you are willing to pay per click on your ads, and which types of bids you want to use (for example: cost-per-click bidding, conversion bidding or conversion value bidding), which may be linked to the advertising objective. campaign. If you choose the “video viewing” option, the charge will be defined by the CPM, the cost per thousand views, as the only objective is viewing.
4 – Choose your keywords
As key words are search terms that users type into Google to find products and services. When advertising on Google Ads, you'll need to choose which of these you want to target in your ads.
To choose the right keywords, it's important to understand the main keywords your potential customers use to search for products and services related to your business.
You can also use tools like Google Keyword Planner to find relevant keyword ideas. In this case, the tool shows data such as search volume, level of competition and average cost per click.
Some formats, such as Performance Max and reach, do not need keywords. In their case, you are asked to indicate the target audience and you do this by indicating behaviors, user interests and/or demographic data. To learn how to find and define a target audience, see our specific article on the subject “How to find your target audience"
5 – Choose your segmentation
Google Ads offers several targeting options, which allow you to reach specific audiences with your ads. For example, you can target your ads by geographic location, age, gender, and interests.
Above all, it's important to choose the right targeting for your ads to ensure they're shown to the right people and increase your chances of conversion.
6 – Create your ads
Time to create your ads. Ads on Google typically include a title, description, and final URL.
Without a doubt, creating attractive and relevant ads for your potential customers helps with conversions. Make sure you include information about the products or services you are promoting, and a clear and compelling call to action, to encourage people to click on your ads.
7- Monitor and optimize your campaigns
After creating your campaigns on Google Ads, it is important to monitor your results and make adjustments to improve performance. This involves analyzing metrics such as number of clicks, cost per click and conversion rate and adjust your keywords, ads and bidding strategies accordingly.
From these metrics, you can identify which keywords and ads are generating the most traffic and conversions, as well as discover which campaigns and ad groups need adjustments. Analyze data from the Google Analytics, as well as testing different ad variations to identify which ones are most effective.
Creating attractive titles, descriptions and calls to action will certainly make all the difference in converting a potential customer.
By using Google Ads intelligently and strategically, companies can simultaneously increase the visibility of their products and services, reach new customers and, ultimately, increase their revenue. Therefore, it is essential to dedicate time and effort to constantly monitor and adjust your Google Ads campaigns.
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