When people need a product or service, most of them turn to Google to search for information. This is why Google search ads exist—to reach target customers when they conduct search queries on Google. Google search advertising campaigns are used to increase traffic, expand the target customer base, and boost sales. In today’s article, Optimal Agency will share more information about Google search advertising campaign.
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What is Google Search advertising?
Google Search advertising appears on Google’s search results pages. This type of paid ad allows businesses to reach target customers through specific keyword search queries on Google. When users type any keyword into the search bar, Google provides results relevant to what they’re looking for. You can identify these ads by the word “Ad” at the top.
Each search results page can display up to seven ads from different businesses. Google Search Ads are placed in the first four positions and the last three positions on Google’s search results page. One of the key advantages of Google search ads is that they target customers who already have a need for a product or service. As a result, Google search ads often have a higher conversion rate compared to other types of ads. Additionally, running a Google Search Ads campaign is relatively simple and easy.
Why you should Google Search ads?
Even though Google Search Ads are highly competitive, many businesses still allocate significant budgets for this type of advertisement. By running a Google search ad campaign, businesses can enjoy the following benefits:
Reach the right target audience
Once your campaign is set up, you simply wait for Google to approve the ad, and it will be displayed on the search results page. Ads typically appear at the top and bottom of each search results page. If your ad content is high quality and meets the target audience’s needs, it is likely to appear in the top position when they search.
Businesses can easily reach target customers through specific keywords. Moreover, the ad will receive valuable clicks or customers may contact you. Additionally, Google Search Ads offer targeting criteria such as age, location, gender,…, which helps improve ad effectiveness and ensures the message reaches the right audience. When users search for products or services through keywords, Google returns relevant results. If your ad is displayed, you can reach your target customers at the right moment.
Quick results
Setting up a Google search ad campaign doesn’t take much time. Once your ad is approved by Google and goes live within 24 hours, you’ll start seeing results immediately. This is entirely different from SEO, which requires time to see results. Ads not only appear in top positions with high click-through rates but also have excellent conversion potential because they reach customers who already need the product or service. Instead of creating a need, you just need to focus on convincing customers to choose you over competitors.
Quick and flexible ad deployment
Compared to other forms of Google advertising, search ads are simple and easy to set up. You can customize the ad to suit your goals and target audience to optimize campaign effectiveness. Especially when you need to run a seasonal product campaign, Google Search Ads can help you achieve that quickly.
Effective budget control
Not only are search ad campaigns easy to set up, but the cost of running Google Search Ads is also relatively low. Google Search Ads typically charge based on the number of clicks on the ad. Furthermore, you can be flexible in setting and managing daily or total campaign budgets. This way, you can easily manage advertising expenses efficiently.
Easy to measure effectiveness
Instead of relying on third-party tools to measure ad performance, you can take advantage of Google’s system, such as Google Analytics, Google Tag Manager,… These tools provide detailed statistics on your ad campaign’s performance, making it easier to track, measure, and optimize your Google Search Ads campaigns.
Readers can also refer to other related articles such as target CPA bidding strategy.
How to set up a Google search advertising campaign?
If you want to run Google Search Ads, you need a Gmail account to create a Google Ads account. Additionally, you will need a sales website, an international payment card (Visa/Mastercard), an advertising budget, and ad content that complies with Google’s policies. Once you have all these components, you can begin setting up your Google Search Ads campaign as follows:
Create a new campaign
First, log in to your Google Ads account at the link: https://ads.google.com/. On the main interface, click on the Campaigns tab, then click on the (+) icon and select New Campaign to create a new campaign and proceed to the next step.
Choose a goal and campaign type
When setting up a search ad campaign, select a suitable goal, as the goal will determine the results you aim to achieve after the campaign. This helps Google know which audience to target. Common campaign goals include sales, lead generation, and increasing traffic.
After choosing a goal, Google will ask you to select a campaign type. Google offers advertisers various campaign types with different ad formats. Depending on your goal, the type of product, and your target audience, choose the appropriate type of ad. Here, you should select Search Ads. Then, add the link to the landing page where you want to direct users below.
Select the ad location
Now, give your ad campaign a name for easy management later. Next, choose the display network: search network and display network. For search campaigns, prioritize showing ads only on Google to achieve the best performance and optimize resources. If the search volume for your campaign is low, you can select both networks to expand the campaign.
Set budget and bidding
For the ad budget, you can set a daily or lifetime budget. Google may run your ad up to twice the daily budget but will not exceed the monthly budget. When setting a daily budget, first determine your monthly budget and divide it by 30.4. Depending on the budget type, you can set the appropriate ad schedule. For lifetime budgets, choose the campaign start and end dates.
Next, set bids for the ad either manually or automatically. With an automatic bidding strategy or maximizing clicks, you only need to set the average daily budget, and Google’s system will automatically optimize bids to get the most clicks. Alternatively, you can actively manage the maximum bid through manual CPC bidding.
Targeting and audience
At this step, target your ads based on criteria such as language, location, and the audience you want to reach. For the language criterion, you can target users who use a specific language. Additionally, choose the location where you want your ad to appear to limit its reach. You can also target audiences based on factors like interests and demographics. For search ad campaigns, you don’t need to focus much on the audience criteria.
Set up ad groups
Once the campaign setup is complete, proceed to set up ad groups by naming the group, setting a default bid, and choosing keywords with the appropriate match type. Then click Save and Continue to complete the ad group setup. The default bid is the maximum cost-per-click (CPC) for an ad group. Keywords are phrases you want your ad to appear for when users perform searches on Google. You can use Google’s Keyword Planner to research, analyze, and select high-conversion keywords. After that, categorize the keywords by topic and select the most suitable keyword match type.
Create ad template
When creating an ad template, ensure the ad includes five elements: display URL, final URL, three headline lines, and two description parts. Headlines can be up to 30 characters long, and descriptions can be up to 90 characters. The final URL or landing page URL is where users are directed after clicking the ad. The display URL helps potential customers understand which website they will visit after clicking. Additionally, you can add ad extensions to provide more useful information to users, such as additional links or promotional details.
Review and publish ads
After completing the steps to create the ad, review everything to ensure accuracy. Finally, click Publish Campaign to submit the ad to Google. Ads will typically be approved and go live within 24 hours. In some cases, approval may take longer. Ensure your ad complies with all of Google’s policies for quicker approval.
Setting up a Google search ad campaign is not too complicated, and if you follow the instructions above, you can succeed. However, to achieve the best performance and increase conversion rates, you will need time to monitor and optimize your ads.
Please see more:
- How to run Google Shopping Ads in detail?
- Complete guide to Google Smart Shopping advertising in 2024
- 8 Latest SEO URL optimization tips to reach the top of Google in 2024
FAQ
Google Search Ads are used in specific cases, such as when you want to display ads for Google searches related to your brand name. You might also want to show ads to people searching for competitor brands or products, or target users searching for keywords related to the products or services you offer. Google Search Ads help increase traffic, generate leads, and boost sales.
Both Google Search Ads and SEO aim to increase traffic and improve search rankings on Google. However, while search ads yield quick results, SEO is more effective in the long term. With Google Search Ads, you pay for keyword bidding to increase ad visibility, whereas SEO does not require payment but takes longer to see results. Both are essential for businesses. In the initial phase, focus on ads to boost traffic and sales, and use SEO to maintain long-term ad effectiveness.
