The little 1×1 of Google Ads

Google Ads is the umbrella term for the advertising system of the search engine of the same name. Advertisers can use the service to place paid ads. The platform is one of the pay-per-click models (PPC), which in turn can be assigned to performance marketing.

The system is suitable for these purposes:

• Increase traffic on your own website.
• Increase the efficiency of lead generation .
• Expand market share in the target group.
• Increase the frequency of telephone customer inquiries.
• Attract more visitors to the brick-and-mortar store.

The special thing about Google’s advertising system is that the ads are shown specifically to people with existing interests. This so-called matching is done by matching keywords between the user’s search intent and the content of the ad. For this to happen, the advertiser must have previously launched a corresponding campaign.

Tip: An experienced digital marketing agency like ONE LINE can help with the conception, implementation and control of the campaign.

Advertisers should know these Google-specific terms

The way the advertising platform works follows a simple principle. However, for a better understanding, it is important to familiarize yourself with the following terms.

Display NetworkIn addition to the search results page, there are other virtual places where Google can display paid ads. This collection of websites is also known as the display network. Text-based as well as visual ads can be found there.

bidGoogle Ads allocates advertising space via its own auction system. Advertisers can specify the maximum amount they want to spend. The three possible billing options are:

• Cost per click: 
• Cost per 1000 impressions: Cost-per-mille (CPM)
• Cost per interaction: Cost-per-Engagement (CPE)

When advertising space is competitive, competing with other advertisers can be expensive. At the same time, the bid amount affects the ad rank.

Ad RankA clearly visible placement affects the number of impressions and clicks. The ad rank indicates where an ad is placed. To do this, the search engine multiplies the maximum bid for the advertising space by the quality factor.

Quality factorIn addition to the amount of the bid, the quality factor influences the positioning of a paid advertisement. If you want to keep your bid low, you should optimize this criterion, also known as the quality score.

The 7 most important basic rules for Google Ads

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Now that the terminology has been clarified, it is worth taking a look at the seven golden rules of a good Google Ads campaign. This will prevent avoidable mistakes in planning and implementation.

1. Everything starts with a clearly defined goalAnyone who has already come into contact with marketing knows the SMART principle. The goals should be specific , measurable , attractive , realistic and timed . This is essential for an authentic success analysis, which plays a major role in performance marketing.

2. Select the optimal campaign type

Google’s ads system is designed to be versatile. When creating ads, you need to select the appropriate  .

Here is an overview:

• Search ads: They are displayed on the search results page above the organic results.
• Display ads: These are classic banners for thematically relevant websites from the display network.
• Video ads: Six to fifteen second long commercials are used on YouTube.
• Shopping ads: They present a specific product with additional information such as price and the name of the advertising shop.

A newer type of campaign is app ads. They appear on the display network and are designed to encourage viewers to download the app.

3. It doesn’t work without the right keywords

When Google displays which ad depends on the previously defined search terms. The advertiser uses keywords to determine which searches his ad should appear for. How precise the match should be can be set when configuring the campaign.

Paid ads with unspecific keywords are ineffective and eat up the marketing venezuela phone number resources budget. As an online marketing agency,  helps to maximize the return on investment of Google Ads for its partners.

4. Fine-tune the title and description of the ad

Quickly put together a campaign and enjoy hundreds of new clicks? Unfortunately, it’s not that easy, even with Google. Instead, the headline and description text of the ad should be carefully considered.

The better the content of the ad addresses the expectations and desires of the user, the more likely a click is.

5. Make sensible use of ad extensionsAdvertisers can choose from free extensions to personalize their ads.

The variants at a glance:

• Sitelinks as additional links to specific subpages
• Telephone number with visibly placed customer hotline in the ad
• Offer with reference to a temporary price reduction
• Location with display of address for stationary sales
• App with direct link to download in the App Store

Which extension makes sense for the planned advertising campaign depends on the individual goal of the online marketing measure.

6. An attractive landing page is crucial to success

The interaction does not end with the click on the ad. The quality of the landing page determines whether the interested party turns into a real customer. The page should contain the content that was promised to them in the ad text.

Intuitive navigation, a short loading time and an aesthetic appearance are also important. If this is too much work for you, you can commission a web design agency to create the landing page.

7. Continuously analyze and optimize adsWhat would online marketing be without helpful little tools for analyzing success? They also play a central role in paid advertising.

The truth is: Hardly any ad campaign runs smoothly from the start. At this aob directory point, it is important to stay on the ball and repeatedly adapt the strategy based on the key figures. This way, the investment in the measure will pay off quickly.

Google Ads for more success in online marketing

The most used search engine in the world is one of the most attractive channels for paid advertising. There are different campaign types to choose from that  can run on numerous platforms. The best thing is that with the right approach, Google’s advertising system can also be used by providers with a tight budget.

It is crucial to tailor the ads precisely to the target group. In addition, the success of the campaign must be checked regularly in order to make optimizations if necessary. This is an ongoing process with many sub-steps in which as a specialized online marketing agency, can provide valuable support.