Google Ads advertising: Tips from an expert 

Are you starting an Ads campaign for your business products or services on Google? Are you wondering what to consider? Or are you still at the stage where you’re not sure whether it’s worth investing in this channel? Here are some tips from our experts at Kubla for the different stages of Google Ads advertising.

We’ve put together a series of five blogs on Google advertising planning, which cover digital advertising in a broader sense. You’ll find great tips for effective Google advertising in all of them:

1. Five questions and answers on Google advertising
2. Google Ads tips from an expert
3. Ahead with tied eyes! (The importance of analytics)
4. How to get more out of a small marketing budget
5. What makes a good landing page?

Getting familiar with the terms

Google Ads, formerly AdWords, is an advertising platform that lets you advertise on Google’s search engine and advertising network. 

Let’s talk about Google Ads search advertising and display advertising on the Google Display Network. Keyword advertising is also known as SEM (Search Engine Marketing) or SEA (Search Engine Advertising). 

SEM is often thought of as just keyword advertising in the USA, but it is a broader concept that includes both paid and organic (SEO) visibility. In this blog post, I will focus on paid search advertising in Google’s search engine. 

Why is advertising on Google important?

Google is by far the largest search engine in the USA. It has an 88.44% market share. Next comes Bing, with a modest 5.68% market share. More than 13.46 billion Google searches are made in the USA every month. Globally, 3.5 billion searches are made every day! 

With Search Engine Optimization (SEO), you can make sure you appear on the first page of organic results for the most important searches for your business. However, search engine optimization is a long-term effort, while Google Ads allows you to appear on the front page immediately.

Your customers are on Google. Your competitors are probably there. You should be too.

Setting up a Google Ads account

Opening a Google Ads account is easy. All you need is your business website and an email address. For this, I recommend opening a dedicated email address that’s just for Google Ads.

Set your advertising goals

As with any advertising, it’s a good idea to start by setting some goals. Why are we advertising? What do we want to achieve? These objectives will guide the next steps.

Invest in the groundwork with keyword and competitor research

This stage cannot be overemphasized and should be done with time or even expert help. An advertisement in a search engine is always the result of a search. 

To respond to searches with the most relevant results, you should research what your potential customers are looking for, i.e., what search terms customers are using on Google. 

This is also where the cost of advertising becomes concrete, i.e., what the average click price is for different search terms. Depending on your media budget, you may need to choose which words to include in your advertising and which not to. 

You can do Keyword Research with a variety of tools. Google’s own Keyword Planner is a good place to start, but we also recommend the Keyword Tool.

On the competitor research and analysis side, we’d recommend you go through your position in relation to your competitors, i.e., how you and your competitors rank on Google for different search terms. 

It’s also a good idea to look at how your competitors advertise on the search engine. What can you learn from them? And how to stand out positively? This will help you when writing your ads. 

Keyword and competitor research is important for keyword advertising and an excellent tool for developing organic visibility, for example, when thinking about website content. So it really is worth the effort.

Enable ad tracking

To monitor the effectiveness and efficiency of your advertising, you need to have tracking in place. Back to the objectives: what do you want to achieve, and how can you measure them? What are the website metrics that you can use to determine how advertising is performing? 

At this point, you should make sure that Website Analytics (Google Analytics) is properly installed on your site. Analytics defines goals that you can also implement directly on the Google Ads side. Once the accounts are linked, information travels between the two platforms, and it’s easier to track your advertising. 

Design your campaign structure

An Ads account consists of campaigns. The campaign structure is always individual and depends on the advertising objectives. 

However, we recommend dividing campaigns by products and services. A good tip is to follow the structure of your website and try to make your ad account similar. Be sure to include your company brand and make your own campaign for it!

Tips for ads

Ad groups are built inside the campaign, where keywords and ads are placed. When advertising, you should pay special attention to the page to which the ad is directed. It’s a good idea to think about what’s most relevant to that keyword. You should always test your ads, i.e., create 2-3 different ad versions for each ad group. In A / B testing, it’s important to make just one distinction between ads. This will allow you to analyze which of the ads works best in the future. 

Need help with Google Ads? Read more about our service, and feel free to contact us!

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