How to Use Google Ads Marketing to Reach & Convert Customers

Learn to use Google Advertisements advertising at each stage of the client journey. Take a deep dive into promoting technique, marketing campaign varieties, and superior ways.

Right here, you’ll discover:

Are you leveraging essentially the most helpful advertising channels?

Possibly you’re benefiting from ways like SEO (search engine optimization) or social media advertising (SMM), however these advertising channels alone can solely get you to this point.

For those who’re trying to scale your leads or gross sales, including paid adverts to your advertising plan is crucial.

This information provides you all of the necessities it’s good to learn about Google Advertisements advertising. We’ll cowl the whole lot from which marketing campaign varieties to make use of and superior promoting tricks to the way to leverage AI instruments and whether or not Google Advertisements is value the price.

What’s Google Advertisements?

Google Advertisements is a pay-per-click (PPC) promoting platform that enables advertisers to position adverts on Google Search, YouTube, Gmail, Google Procuring, and hundreds of apps, movies, and websites within the Google Display Network.

For those who’re not acquainted with how Google Advertisements works, we’ll clarify shortly:

When a consumer searches for a key phrase, they’re despatched to a search engine outcomes web page (SERP). This web page provides them a group of hyperlinks to content material related to their search time period. Above these outcomes, you’ll discover paid ads that match your question.

As an example, in the event you sort in “legal professionals in Chicago,” you’ll see each the natural search outcomes and adverts that match the question.

Much like the Search community, the opposite networks make use of consumer’s search queries, on-line conduct, habits, contextual information, and affinities to focus on your viewers throughout all of Google’s properties and accomplice websites and apps.

As you possibly can see, Google Advertisements digital advertising provides you yet one more approach to attain your audience.

How does Google Advertisements work?

As an advertiser, you utilize Google Advertisements to construct PPC campaigns. Every consists of:

• Responsive textual content, picture, and video adverts
• Viewers concentrating on with first- and third-party information
• Schedule and price range
• Bidding technique that determines the way you compete within the advert public sale

Every time your advert has a chance to be served throughout Google networks, it enters the advert public sale. Alongside along with your bid quantity, the advert’s Quality Score, Advert Rank, and different elements decide if it wins in opposition to competing advertisers.

Usually, you pay when somebody clicks in your advert. Relying on the bidding technique you select, nonetheless, you could pay per view as an alternative.

As your campaigns run, you possibly can monitor metrics like impressions, clicks, and conversions instantly in Google Advertisements. Primarily based in your outcomes, you possibly can optimize adverts to drive extra conversions or enhance return on advert spend (ROAS).

Why Google Advertisements ought to be a part of your advertising technique

Any good advertising technique entails a number of channels, together with Google Advertisements. However why is Google such an vital participant in your digital advertising sport?

It’s the highest search engine

The number-one purpose you need to be promoting with Google? It’s essentially the most used search engine within the U.S. Over 8 billion search queries are entered into Google every day as of 2023.

Google is the primary search engine on the planet. (Picture: Adobe)

Used across the globe, Google is particularly in style with customers within the U.S., holding greater than 86% of the search market share. Folks throughout the nation flip to Google to search out the services they want on daily basis.

Chances are you’ll be tempted to allocate your advert spend to Fb Advertisements, however simply remember Google’s attain is simple.

Your opponents are utilizing it

Chances are you’ll be hesitant to spend cash on adverts, particularly in the event you’re a small enterprise. Nonetheless, your opponents are already there.

For those who don’t combine the platform into your technique, they’re one step forward of you. They might even be utilizing your brand name of their key phrase technique with out you understanding it!

Complement when rating organically is troublesome

While you use Google Advertisements, you could have the facility to make sure your corporation reveals for queries you could have hassle rating for organically. Advertisements mean you can present on the prime of the search outcomes web page, above the natural search outcomes, getting you in entrance of your viewers first and offering you with better concentrating on energy.

It additionally provides you the facility to deal with getting your model in entrance of prospects after they’re able to buy by permitting you to bid on intent-driven key phrases that you simply’ve struggled to rank for.

These key phrases embody phrases like “purchase,” “ebook,” and “buy.”

Advertisements will get you outcomes far more shortly than natural methods, permitting you to work diligently in your rank whereas nonetheless getting the web site visitors you want.

The way to use Google Advertisements all through the advertising funnel

Google Advertisements are only one cog within the wheel of your on-line advertising technique.

They mean you can increase your content material advertising and attain your ultimate buyer at earlier phases within the funnel, which lets you construct a relationship with potential prospects.

They’ll acquire familiarity along with your model, so the possibilities of conversion enhance by the point they determine to make a purchase order.

You’ll be able to create advert campaigns for each stage of your advertising funnel.

1. Consciousness stage

On the prime of the funnel, you possibly can have the broadest concentrating on, good for show and video adverts. You can too use Search to create non-branded campaigns with normal key phrases with out qualifiers like “purchase,” “on the market,” or “buy.”

Audiences at this stage received’t essentially have a singular intent. They’ll be a extra normal viewers with affinities and pursuits, however they normally received’t have a developed model curiosity (but).

At this stage, they’re nonetheless researching — or possibly they don’t even understand they’ve a necessity but. Both approach, you should use what you recognize about your present prospects and goal personas to formulate location, demographic, and curiosity concentrating on.

2. Consideration stage

Also referred to as “solution-aware,” audiences at this stage are usually potential patrons who know what their downside is and what options can be found.

Focusing on is extra outlined at this stage, and you should use extra particular key phrases. Advertising execs are likely to forgo the generic trade key phrases (that are all the time costlier) and use long-tail key phrases as an alternative.

For instance, relatively than utilizing the key phrase “undertaking administration device,” you may use the time period “undertaking administration device for promoting businesses.”

Now could be the time to persuade your potential purchaser that your resolution is greatest. Advert varieties it’s best to use at this stage are search adverts and intent-based show adverts.

3. Determination stage

The choice stage is the tip of the funnel. Audiences know what they need and are able to make a purchase order. With adverts at this stage, you will be extra assertive along with your copy. It is best to pitch your greatest supply.

With adverts at this stage, you will be extra assertive along with your copy. (Picture: Adobe)

One of the best sort of adverts to run at this stage are Search adverts, particularly branded search and remarketing (often known as retargeting) campaigns.

For ecommerce companies, Procuring adverts are additionally nice to make use of at this stage, although you’ll use them on the consideration stage, too.

7 varieties of Google Advertisements campaigns

Google Advertisements affords a number of marketing campaign varieties. Most profitable advertisers use multiple to attain their desired outcomes.

1. Search campaigns

Search campaigns seem in Google search outcomes. They are often displayed on the prime of the search engine outcomes web page (SERP) like within the instance under or in between search outcomes.

These adverts are triggered by key phrases. When your key phrases align with the search queries folks enter into Google, your adverts can enter the public sale.

To arrange responsive search ads (RSAs), you want a listing of key phrases, headlines, and descriptions. You even have the choice so as to add belongings like sitelinks, lead types, and pictures. Google Advertisements mechanically combines these components to create the advert that’s almost certainly to drive the outcomes you need.

2. Show campaigns

Show campaigns seem throughout the Google Show Community (GDN), which incorporates 2 million web sites. They’ll seem in quite a lot of codecs and placements, together with banner adverts (like the instance under) and sidebar adverts.

This marketing campaign sort tends to be useful with model consciousness. It may introduce your model, product, or service to new prospects at scale.

Nonetheless, it’s additionally useful for remarketing. While you add a remarketing viewers to your show marketing campaign, you possibly can present gadgets prospects have already seen in your web site, which might immediate them to return and purchase.

3. Video campaigns

Video campaigns seem on YouTube. They’ll embody short-form vertical movies or long-form panorama movies (like within the instance under).

They’re in-stream adverts that seem inside natural movies. They’ll present in the beginning, within the center, or on the finish of natural content material.

With video adverts, the inventive is the primary focus. Nonetheless, video adverts embody a name to motion (CTA) and an interactive button that folks can click on to take motion.

4. Procuring campaigns

Shopping campaigns promote ecommerce merchandise in Google search outcomes. They usually seem on the prime of the SERP, above natural outcomes and any search adverts.

This marketing campaign sort pulls information instantly out of your Google Merchant Center (GMC) feed. Procuring adverts present product names, model names, pricing, and data like rankings or delivery particulars.

5. Demand Gen campaigns

Demand Gen campaigns are designed to draw new prospects primarily based on their pursuits and looking historical past relatively than by way of key phrases. They changed Google’s Discovery marketing campaign possibility in October 2023.

While you run Demand Gen campaigns, you possibly can attain prospects throughout a number of Google platforms, together with the YouTube residence feed (like the instance above), the Uncover feed, and in Gmail.

Whereas the placements above embody pictures and textual content, Demand Gen adverts may also function movies. This marketing campaign sort additionally serves on YouTube: within the Shorts feed and as in-stream adverts.

“Demand Gen adverts work greatest for lead gen accounts that would not have a product catalog. They drive plenty of quantity however normally at a decrease high quality,” explains HawkSEM PPC skilled Katherine Kiraly.

6. Efficiency Max campaigns

Performance Max campaigns additionally permit advertisers to advertise services throughout Google platforms. This marketing campaign sort serves on YouTube, in Gmail (like the instance under), on GDN, and in search outcomes.

While you need to promote throughout Google, Efficiency Max campaigns are usually your greatest guess. When you add headlines, descriptions, pictures, and movies, Google Advertisements mechanically combines the belongings and builds your adverts.

How are you going to greatest leverage this marketing campaign sort? “Efficiency Max or PMax works nicely for ecommerce,” Kiraly explains. “If in case you have a GMC with a product catalog, take a look at out utilizing PMax for a few of your top-selling merchandise in every product class.”

Nonetheless, it’s vital to notice that “PMax campaigns don’t mean you can goal particular audiences. As a substitute, you should use audiences as ‘indicators.’”

7. App campaigns

App campaigns seem throughout Google properties, together with search, GDN, and YouTube. The position impacts the advert’s properties and look. The instance advert under seems on YouTube and makes use of a video inventive.

This advert sort is good for bottom-of-funnel campaigns, because it has two important CTA choices. As an advertiser, you possibly can immediate new prospects to put in your app or present prospects to interact along with your app.

Are Google Advertisements definitely worth the expense?

The quick reply is: sure, PPC is worth it.

On common, brands generate $2 for each $1 they spend on Google Advertisements, or 2x ROAS. However whenever you work with an skilled PPC company like HawkSEM, you possibly can count on an excellent greater return. Our shoppers earn a median of 4.5x ROAS.

With Google Advertisements, you get full management over your PPC campaigns. You set the price range, the timeline, and the bidding technique. That approach you may make certain your campaigns generate the ROAS you want.

So, how a lot do you have to count on to spend on Google Advertisements? The common value per click on (CPC) for Google Advertisements is $1.32 for all industries, according to Databox.

For B2C firms, the typical CPC is $1.52. B2B firms have a median CPC of $1.23.

The way to use Google Advertisements for advertising

As you construct your internet advertising plan, Google Advertisements ought to be one of many channels you take into account. It provides you extra management over your visibility and visitors to your web site.

Now you recognize what varieties of Google Advert campaigns it’s best to run at every stage of your advertising funnel, let’s leap into some best practices for creating impactful Google Ads that attain their objectives.

Consider a very good account construction

A profitable Google Advertisements account begins with a very good construction.

Your campaigns ought to be grouped into related advert teams primarily based on location, advert schedule, curiosity, or another widespread issue. Then, every advert group ought to have key phrases grouped by subject. Because you’ll be putting key phrases in your headlines, these key phrases ought to comprise the identical root phrase like:

• Storage container rental
• Lease storage containers
• Storage containers for lease

You’ll be able to create an identical construction with show and video campaigns. As a substitute of grouping by key phrase, you’ll group by curiosity or placement. This fashion, your audience will obtain a cohesive message they will establish with and reply to.

Use touchdown pages

Touchdown pages (the place a consumer is distributed after they click on your advert) which are particularly designed to reiterate your advert’s worth supply carry out greatest.

They’re centered, distraction-free, and provides all the knowledge a possible buyer may wish — versus a normal web page in your web site, like your homepage (yikes!).

Utilizing related touchdown pages additionally improves high quality scores and conversion charges. The underside line: Implementing them will show you how to obtain your PPC objectives.

Try our landing page guide and study the whole lot it’s good to learn about creating nice touchdown pages.

Construct Search campaigns with the correct key phrases

Key phrases are the constructing blocks of a Search marketing campaign. Selecting the best key phrases will get you the correct viewers. The flawed key phrases will depart you with wasted spend.

Try our keyword research guide and study the whole lot it’s good to learn about discovering one of the best key phrases on your adverts. Together with funnel stage, you must also take into account value per click on, search quantity, and competitors. You’ll need to get clicks at a value you possibly can afford.

Benefit from all of the belongings accessible to you

Belongings (beforehand dubbed advert extensions) can provide your Google Advertisements a lift. They allow you to specify your areas, providers, pricing, or gross sales promotions.

Basically, they offer you a approach so as to add extra info. Belongings additionally assist the advert take up extra space, making your advert extra noticeable.

For instance, you possibly can add your telephone quantity to your advert so prospects can click on and name you from the advert to make an inquiry.

Create compelling advert copy

Google Advertisements affords many advert codecs, however one important piece stays the identical. You want compelling advert copy to coax customers to your web page.

It ought to embody related key phrases, motion phrases, and the advantages of your services or products. That is your time to face out from the opposite advertisers. Use language that speaks to your viewers and captures their consideration.

The added bonus is that adverts with compelling advert copy will get extra clicks, which interprets to higher high quality scores and decrease prices per click on.

Combine your marketing campaign varieties

When constructing your account technique, there’s a hazard in having too slim of a spotlight. As an example, in the event you’re engaged on an ecommerce account, it could appear logical to solely use procuring campaigns.

However that might be a mistake.

You shouldn’t depend on only one marketing campaign sort to fulfill your objectives. At a minimal, you’ll want search campaigns and remarketing to draw and convert your viewers. Ideally, you’ll additionally construct show and YouTube campaigns to create model consciousness earlier than attempting to transform your viewers. Both approach, counting on only one marketing campaign sort is a recipe for catastrophe.

Leverage AI instruments

Even whenever you launch new campaigns, you don’t essentially must construct them from scratch. As a substitute, use Google Advertisements’ built-in AI instruments to simplify the marketing campaign creation course of.

While you create new search adverts, use Google Advertisements’ AI-powered instruments to construct out your advert group. Simply enter the goal URL for the advert group and click on “Assist create my advert.”

Google Advertisements will mechanically generate a listing of key phrases associated to the touchdown web page. You’ve the choice to edit the record or add extra key phrases.

The platform additionally generates headlines, descriptions, and even sitelinks for the advert. In lots of instances, it generates adverts with wonderful Ad Strength, which suggests they meet Google Advertisements’ greatest practices.

You’ll be able to proceed to immediate the conversational AI device to generate extra belongings or ask it inquiries to optimize your advert.

Google Advertisements affords comparable AI instruments for PMax campaigns. Enter the ultimate URL for the marketing campaign, and the platform will mechanically recommend services or products together with a positioning assertion.

While you click on “Generate belongings,” Google Advertisements suggests headlines, descriptions, pictures, logos, and even movies primarily based on the touchdown web page. You can too use the platform’s generative AI instruments to create new pictures.

Advance your data

Whereas Google Advertisements certifications aren’t necessary to run adverts on the platform, the Skillshop platform is a improbable approach to replace your data and study extra about all facets of Google Advertisements.

“One of the best place to begin (that’s free) is Google Skillshop and the Google Advertisements Search Certification,” says Kiraly. “The following greatest place is a Udemy course referred to as: Final Google Advertisements Coaching by Isaac Rudansky.”

Superior ways to optimize your PPC campaigns

Now that you recognize the basics of Google Ads, you’re able to implement superior ways.

Google Advertisements provides you the flexibility to scale your adverts and observe key metrics. You’ll be able to layer your concentrating on and run experiments (A/B testing) proper inside the platform.

Kiraly factors out that it’s best to all the time keep updated with the platform, study new methods, and take a look at new expertise:

“The easiest way to study new methods is to maintain updated with Google’s rollout of latest merchandise (RSAs, Worth-Primarily based Bidding, and many others),” she says.

“The opposite approach is to encompass your self with individuals who know greater than you do. At work, if I discover a crew member has plenty of data the place I don’t, I attain out and ask for steerage.”

Listed below are a couple of superior expertise we expect it’s best to have in your arsenal.

Use bidding methods

Typically it may be troublesome to belief Google Advertisements to do the work by itself, however Google’s machine studying is sort of superior. Utilizing bidding methods like maximize conversions or maximize conversion worth will mean you can benefit from real-time bidding and optimization.

Take your Sensible Bidding a step additional with Worth-Primarily based Bidding

Value-Based Bidding takes Sensible Bidding a step additional. It means that you can bid for a goal return on advert spend (tROAS) or goal value per acquisition (tCPA).

It’s notably helpful for advertisers who’ve conversions with completely different values, like ecommerce manufacturers. Nonetheless, there are methods most entrepreneurs can use it to scale their conversions.

Create a common unfavourable key phrase record

Regardless of how nicely you analysis your key phrases, some queries make their approach into your search question report (SQR). These have a tendency to incorporate phrases like “free,” “jobs,” “ebay,” and “salaries” or “youtube,” “the way to,” and comparable.

Nip these irrelevant searches within the bud from the beginning by making a common unfavourable key phrase record. You’ll be able to add it to each marketing campaign you create and decrease wasted advert spend from the beginning.

Create Google Analytics audiences from referral visitors

Referral audiences will be useful in the event you’re in search of new methods to develop your remarketing lists. They are often inbuilt Google Analytics and imported into your Google Advertisements accounts.

For those who discover that you simply get plenty of visitors out of your content material advertising, you possibly can create a listing from Pinterest or Fb referrals.

For those who get plenty of visitors from Bing, you possibly can construct a listing from that too. You’ll be able to mine your Google Analytics referral audiences for prime ranges of visitors, which you’ll work to transform.

Attempt Efficiency Max for lead era

Chances are you’ll assume that Efficiency Max is only for ecommerce advertisers. But it surely’s not. For those who want extra telephone calls or kind submissions, it’s value giving PMax a strive.

You get to focus on all of Google with one marketing campaign (Gmail, Show, YouTube, and Search), and infrequently leads are less expensive with any such marketing campaign.

You’ll be able to goal quite a lot of pursuits, affinities, and customized segments with Efficiency Max, in addition to your buyer lists and website guests.

The challenges of Google Advertisements

Google Advertisements offers many advantages for its customers, nevertheless it additionally presents some challenges.

There’s undoubtedly a studying curve whenever you first begin promoting with Google. And issues change quick, so you will have to be additional conscious about staying updated.

“You want to be forward of the curve when Google desires to implement new advert varieties or eliminate sure options,” says Kiraly. “You’ll be able to’t be upset that Google is altering one thing. You need to play their sport.”

One other large problem? Utilizing low-intent key phrases:

“You want to ensure your key phrases are excessive intent/decrease funnel. Maintaining with the search question report and negative-ing out irrelevant search matches,” continued Kiraly. “You need to keep on prime of this, particularly in case your campaigns have excessive every day budgets.”

The takeaway

Google Advertisements is a part of a various advertising technique. Companies that use Google Advertisements discover it simple to develop and scale their enterprise.

Google Advertisements could appear to be a frightening platform, however with a while, dedication, and observe, most individuals can learn to use it.

It’s additionally a platform that requires steady training because of common adjustments and updates. Nonetheless, it takes a real skilled to get one of the best efficiency at optimum value. Reach out to learn the way HawkSEM may help.