How To Advertise on Google – A Guide to Google Ads for Small Business

Google is most of the human population’s go-to place for getting answers. It processes over 3.5 billion searches per day (yes, I Googled that). You can bet that some of those queries are related to your business. If you could just show up in the search results, you could be the answer to their problem!

Enter Google Ads.

Meet Google Ads

With Google Ads (formerly known as Google Adwords), you can create an ad on Google so that your business appears whenever people are looking for the products or services you offer. Advertising with Google can be very effective because of Google’s dominant position in the search engine market. This is especially true when you use some type of Google Ads management service, as it can be difficult and costly to learn it on your own.

You are probably already familiar with Google Ads, since they usually show up when you browse Google. They look something like this:

Ads are differentiated from the normal search results by the word “Ad” in green. These ads usually appear at the top or bottom of the search results page. 

How Google Ads Work

If you want to know how to advertise on Google, it’s important to first know how Google Ads work. Google Ads will show up when a consumer searches for keywords that are relevant to the ad. As the advertiser, you need to decide what keywords are relevant and provide a good ROI, then bid on them. 

For example, if you run a shop that makes wooden signs, and most of your website traffic comes from search terms like “DIY wooden sign,” you still might not want to bid on that term. People who are looking to make the sign themselves probably won’t convert into a paying customer as easily as someone who searches “custom wooden signs.” You will have to take your individual situation into account when creating your ad campaign.

Bidding on the right keywords will help your ad show up in the results page. The amount you bid on the keywords will determine if your ad will appear on the results page when consumers are looking for your type of business. Aside from the amount you bid, Google also considers the relevance and quality of your ad and website. A Google Ads management company will understand all this thoroughly and make sure you’re set up for success on Google.

The Pros of Google Advertising // How To Advertise on Google

  1.  Geographical Relevance

Consumers who go on google are usually looking for businesses that are the nearest to them. You can set the geographical location of your ad and which places you want it seen. If your business is for those in LA or only for those in New York, Google gives you the option to choose.

  1.  Pay-per-click Advertising

Another pro is that Google only makes you pay if someone clicks on your ad. Google uses the pay-per-click advertising   method, which means you only have to pay when your ad actually works. You decide how much you are willing to pay whenever a consumer clicks on your ad. This gives businesses an opportunity to budget their costs.

  1.  Tracking Ability

The AdWords dashboard allows you to track how many people view your ad, click on your ad, and actually does something on your website. This gives you the power to determine if your ad is working in your favor or if you need to edit your website. This enables you to track your ads and create immediate adjustments to better your marketing strategy. Google will allow you to stop running your ad anytime you want, which gives you the advantage of being able to make quick changes.

Factors that determine when your ad shows on the results page:

  • Bidding – As mentioned above, Google AdWords gives you the chance to bid on keywords that you think people search for when looking for businesses similar to yours.
  • RelevanceYou have to make sure that the keywords you bid are relevant to the ad itself for it to show on the results page. Google will only feature your ad if it’s actually relevant to your business.
  • Landing Page –  Clicking on your ad will lead the consumer to your landing page. You also have to make sure that your landing page shows similar content to your ad and the keywords you bid on.

How Much Does It Cost To Advertise On Google? 

This is the most common question when learning how to advertise on Google. The cost all depends on how much you bid on certain keywords. You only have to pay when somebody clicks on your ad, so it’s up to you how much you’re willing to bid. There are also factors to consider when you’re bidding, like how big other businesses are compared to yours and how much they’re willing to pay for a keyword.

Google also features a keyword planner that allows you to view how much the suggested bids are for your ad to show up on the results page. If you choose to do your own Google Ads management, you will have to decide:

  • What keywords are most relevant for your business,
  • If the people who search those keywords are ready to buy (whether or not you will actually make money from them), and
  • If it makes sense for your advertising budget.

7 Easy Steps To Start Advertising with Google Ads //  How To Advertise on Google

In this next section, we’ll outline 7 steps to take in order to get your Google Ads campaign up and running so you can advertise your business on Google. As a digital marketing agency, we suggest hiring a Google Adwords consultant like us to do this for you. If you’re interested, reach out to us for a consultation. Regardless here are the 7 steps to get your Google Ads campaign running.

Step 1: Google Ads Account Setup

How to advertise on Google

The first and easiest step is to create an account with Google Ads (Formerly Google Adwords). All you need is an email address and a website.

Step 2: Google Ads Budget Plan

The best way to plan your budget is to know how much you need to have to bid on a keyword that’s relevant to your business. You get to decide how much you bid on each keyword. Afterall, you’re only going to pay is someone clicks on your ad, setting your budget will also help Google make sure you won’t exceed your budget.

Step 3: Target your customers location

As mentioned above, Google gives you the power to choose which locations your ad will show up. This helps local businesses lessen their costs and makes sure their ad is delivered only to their target audience. Google also allows you to include a certain radius from your zip code to another by choosing the radius targeting option.

Step 4: Choosing the right network

If you are a small business owner, it is preferable that you choose to show your ads only on Google’s search results page or their search network. If you have a bigger business and therefore have a bigger budget, you can choose to include Google content sites or their display network. Display network means that your ad shows up on sites such as Gmail or Youtube, both of which are powered by Google.

Step 5: Keywords – How To Advertise on Google

It will be redundant by now to once again explain the vitality of choosing the right keywords for your ad. To keep it short and simple, remember to choose words that are related to your ad. Google is likely to suggest keywords that you can use depending on your website. Google also informs you how popular a certain keyword is, this helps you gather your budget. There is also an option called keyword planner that allows you to plan your keywords if you wish to change.

Having 2 or more keywords (long-tail keywords)  is allowed and is even preferable as there is less competition and is more specific. Google also includes the option to add negative keywords. These are keywords that make sure your ad is not showing up when people type in keywords that are not relevant to your ad.

Step 6: It’s time to bid

Using Google’s keyword planner, you can find out how much you can start to bid on a certain keyword. This helps you know how much you should bid, especially if you are bidding against other websites. Getting a good bid will help you get that feature on Google’s results page.

Step 7: Create your ad

There is a certain amount of characters you can use to write your ad, this includes two headlines and a description. This is quite challenging because you have to be concise and straight to the point, you also have to make sure your ad includes the keywords you bid on and is relevant to your ad.

How to write effective Ads for Google

  • Keywords – As mentioned, your ad should feature the keyword you bid on to make your ad relevant to your business
  • Location – You can use your location as a part of your title to make it easier for consumers looking for your type of business.
  • Keep it short, simple, and unique – Your ad should make it easy for consumers to identify what your business is and what you can offer them. You should also mention what sets your business apart from others.
  • Clear call to action – Include phrases in your ad that instructs people what to do next. Consumers are more likely to click on ads that use phrases such as “call today for a free…”
  • Promotions – Include sales, promos, or special discounts in your ad as it will likely be clicked on more than those without it.
  • Basic Information – It’s important to include your contact number, your address, ratings and reviews, as they get high click rates. These ads also take up more space and will be appreciated by those who wish to inquire.

Track your Google advertising campaign performance

Always make sure you check how your ad is doing. Checking 1-2 times a week will help you monitor the effectiveness of your ad.

Google gives you the power to add a quality score column on your keywords tab. You’ll then be able to view the quality score of your keywords. Google’s will base the quality score of your keyword on your expected click-through rate, the relevance of your ad, and how relevant your keyword is to your landing page.

In conclusion – How To Advertise on Google

Advertising with Google is simple and efficient way to gain new audiences, clients, or customers. However, with the fast evolving digital marketing strategies, it’s important to have the right marketing partner. Working with a Google Ad Agency like Just Digital can help get results faster and help you grow your business. Contact us here for a consultation on how you can use our Google Ads Management service to grow your business.