What is Google Ads and How Does it Work

Google Ads is a platform based on the needs of consumers.

Google Ads is one of today’s most effective advertising methods. Using your Google Ads campaigns, you can quickly bring visitors from the target group directly to your site.

It is essential to understand that you mainly target users who need a product or service through Google Ads campaigns. With Google Display campaigns, you can also target users who have shown a certain interest or desire for what you are selling.

How Google Ads Works

Google Ads is a PPC (Pay-Per-Click) platform, which means you will pay each time a user clicks on one of the campaigns’ active ads. By using keywords, placements, remarketing lists, interests, locations, and other types of targeted targeting in the platform, you will be able to control your costs and bring only those users who need or have shown interest in the products marketed or for the services offered.

When you need a new phone, you will have an immediate need. By typing a phone model that you want in the search engine, you will get results in the search engine relevant to your search.

As you can see in the picture, through a simple search, I received on the first page ads with sites where you can buy the desired phone model. This way, I can become a client for any of the four.

What is Google Ads?

Your campaigns must tense the user’s intention to get informed or to buy something. The more relevant you are, the better the conversion rate.

With Google Display or Remarketing campaigns, use the visual side to make users come back to the site and buy the product they’re already interested in or purchase a product they might like.

Conclusion

Google Ads works based on need or intention to buy something. Target by keywords and interests those users who are willing to buy the products you want to sell.

Relevance is everything! The more relevant you use with the keywords you use and the audience selection, the better your campaigns’ results!

What type of Google Ads campaign types can you can set up?

Before presenting what type of campaigns you can do, the new Google Ads platform gives you the chance to choose the goal behind it.

The < vital>objective of the campaign is to provide the direction to be followed from thinking to optimizing it.

An online store will have the primary goal of getting sales, but it can also have lead-raising campaigns, awareness, branding, or other purposes.

For companies that provide services, getting leads is the main objective, and the next places are the other objectives.

It is essential to choose the objective correctly that a certain campaign will have.

Depending on your chosen goal, you can do one of the following campaign types:

– Search. The ads will be displayed in the search engine when they were made a browser query.

– Display

Sites have been made available to Google at your disposal spaces where you as an advertiser can place your banners to attract customers to your site.

– Shopping Ads. Through these campaigns, you can promote your search engine products so that by using images, text, and price, you become more convincing and attract users to the site and convert.

– Video. These video campaigns charge users to the YouTube platform. They will see the presentation of the products or services within the amount of time spent on YouTube.

– Universal App. These campaigns help developers of smartphone applications get installation and get as many users as possible to use the app.

What are the most useful campaign types?

From over five years of experience in Promos, we can tell you that over 80% of businesses invest in Google Ads campaigns to grow revenue. For many of the companies we’ve been working with, Google Ads was the main revenue generation source, which was extremely important, bearing in mind that campaign results influenced the company’s financial situation.

The most important goal is SALES.

If you have a business or online store and you have such a goal, the primary way to generate more sales is represented by Google Search campaigns. It needs to be supported by remarketing campaigns that distribute ads for the different types of users you have on your site (visitors, people who have added items to their cart, converts, etc.).

You can run in parallel a brand protection campaign on the Search Network and a Dynamic Search Ads (DSA) campaign that completely covers the content of your site and searches that you have not targeted.

You can use Shopping and Display campaigns for this goal, and with the right optimizations, you can get low-cost conversions.

Branding / Awarenes / Traffic

For all three purposes, our recommendation is to use Google Display, YouTube and Google Search campaigns.

Google Display and YouTube campaigns offer you the ability to target the audience you want to be based on their interest and their online behavior.

Leads

To get leads, you can use more than one campaign type. If you promote a service company, Google Search can be of great help to you. However, Depending on the type of service offered, Display Campaigns and YouTube may also be extremely useful.

You choose promotion methods, but you need to test and optimize, and after you have enough data to select the most useful promotion method.

How should you set up a Google Ads account?

Suppose you’re about to have your first client with a Google Ads account that you need to manage.

Where do you start?

Our recommendation is to stop all campaigns running on your account and set your campaigns according to your work style.

I know this is extra work, but in time you will realize that you can monitor and understand the evolution of a campaign you have personally made easier. By taking certain campaigns that run, it requires work to understand further and analyze all settings and optimizations, and then in the end, after a long time, you lost know what you are dealing with.

After you’ve stopped all the campaigns, talk to the customer about:

– The objective it targets;

– Allotted budget;

– The most sold products;

– Typology of clients;

– How the activity is carried out;

– The benefits it offers;

– Competitive advantages;

– People with whom you can talk about web design and graphics;

– The results obtained through marketing;

– Marketing channels they use in parallel

This information will help you understand what you need to do and how to think about your campaigns to succeed.

To answer the question as to the name of the subchapter, we will consider two scenarios:

Scenario 1 – Photo service provider

This is a simple example that will understand how you should think about your Google Ads account’s architecture. As I was saying, your client is an event photographer with some photo services on the site.

Where do we start?

For the photographer and for any site or store, it’s essential to leave the structure.

In our case, the photographer offers photo services for weddings, baptisms, marriage, photoshoots, after the wedding and save the date. We also have to mention that he wants to promote himself only in New York and that he has a budget that is enough for you to encourage him so well.

Your Google Ads account must include the following campaigns based on the services offered, as well as other possible user searches:

– Wedding photographer

– Photographer baptism

– The civilian wedding photographer

– Photographer after the wedding

– Photoshoot after the wedding

– Save the date

– Save the date

– Photographer photoshoot

– Photo sessions

– Event photographer

– Brand protection

– The remarketing campaigns of the users who were on the site

To remember! The more targeted campaigns are, the more relevance of ads and keywords is, which implies a higher click-through rate (CTR), a much better quality score and much lower costs. Create campaigns on word families to be more precise.

The more segmented the campaigns are, the better.

The more thorough segmentation of your account will allow for advanced campaign control and easier monitoring.

Do not forget to use only keywords that are closely related to the campaign name.

For example, in the “wedding photographer” campaign, you will use keywords like:

– Wedding photographer

– Wedding Photographer

– Photographer wedding new york

– Wedding Photographer New York

Conclusion: relevance is everything! Be precise and create campaigns that contain keywords from the same family of words and avoid having too many keywords in a single ad group.

An example that we gave you above may have the following Google Ads structure:

I hope you understand the idea you need to go about in building such an account.

Scenario 2 – Online Store

When creating an account for a service provider, the information also applies to the online store with small changes.

Your Google Ads account for a store will have a much larger number of campaigns, and you as an administrator need to manage your account correctly to avoid having a high conversion cost.

Campaigns for an online store can target:

– A product category (mobile phones)

– A subcategory of products (iPhone phones)

– A particular product (iPhone X)

Our recommendation is to start creating campaigns on the best-selling products if you have a limited promotion budget.

Suppose the best-selling phones in the store that you manage are iPhone X and Samsung S8. In this case, you need to run Google Search campaigns on these two and try to get as many conversions at a cost as possible and then target the other types of movements and products.

Keep in mind what I told you about account structuring and you will get excellent results.

Conclusion: An easy-to-understand account architecture and the best segmentation of keywords is the way to a performing account.