How to Use Google Ads in 2021 and Beyond

Topics: SEM Tips, Web Marketing Written on June 24, 2021 by Surfaced Media
how to use google ads

We conduct about 6.9 billion searches every single day. What if you could appear each time someone looks for your product or service? With Google Ads (previously known as Google AdWords), you can.

In fact, about 80% of businesses already use Google Ads for pay-per-click (PPC) ad campaigns. With Google Ads, you can create text and visual ads that will appear to consumers online. When they click on your ad, they’ll reach a landing page on your website.

Then, you can convert that user into a new, paying customer!

Not sure how to use Google Ads? Here are the seven tips you need for success.

Learning how to understand Ads can help expand your reach online. You can start generating brand awareness, leads, and online sales. In fact, the ROI for Google Ads is about 200%!

Set your business up for long-term growth and success with these tips today.

1. Audit Your Website

Don’t rush to create your first Google Ads campaign just yet. Instead, take a moment to review your website. Your web design and development could have a major impact on your Ads campaigns.

In fact, you might have to pay more each time someone clicks on your ads if your website is slow or outdated.

Google will calculate your quality score (QS) when determining your cost-per-click. Part of your QS includes your landing page experience. If your website is old and slow, people will leave without exploring your content.

Your bounce rate will increase, which can impact your QS.

Instead, update your website with the latest user experience (UX) design trends in mind.

First, make sure your website is secure. You should see “HTTPS” in front of your URL. Otherwise, shoppers might not feel comfortable on your website.

Make sure your website is fast, too. You can run your site through Google’s PageSpeed Insights to determine what’s causing the pages to lag.

Then, improve your page design. Give your content room to breathe.

Make sure your site is mobile-optimized, too.

People interact with brands twice as often on mobile devices. Mobile conversion rates are also 64% higher than desktop. Google will check to make sure your site is optimized before determining your quality score.

You can work with an experienced digital marketing agency to prepare landing pages for your Google Ads campaigns. You’ll need to add tracking code to your website, too.

2. Gather Audience Research

Before you learn how to use Google Ads within the platform, you’ll need to develop your strategy. First, make sure to gather research regarding your customers. The more you know about your target audience, the more likely you’ll appeal to their interests.

You’ll also need this research to determine your targeting.

You can target customers within your Ads campaigns based on demographics like age and gender. You can also specify the target location, too. For example, you might want to start small by focusing on a radius around your store.

You can then expand your reach to the entire city or state.

Before developing your campaigns, look for ways to segment your broad audience into buyer personas. Creating buyer personas will help you personalize your ad language and landing pages. Personalization could help you connect with customers and draw them in.

3. Gather Keyword Research

Once you know who your customers are, consider what they search for online.

When learning how to use Google Ads, you’ll need to gather keyword research. You can use Google Trends, Keyword Planner, and Ahrefs. Focus on keywords with high search volumes and low competition.

Then, start grouping your keywords.

Your campaigns will include multiple ad groups. Each ad group can include a mix of keywords. The right groupings can ensure your campaigns are organized.

Consider what keyword match type you want to use, too. You can learn more about match types here. Exact match will make your targeting more precise.

4. Determine Your Budget

Take a moment to consider your budget. How much do you want to spend on digital advertising each month? Calculate how much you’re willing to spend each day.

You’ll set a daily budget for each campaign.

It’s important to note that some keywords are more expensive than others. You might need to pay more for competitive keywords. Your daily spending could rise as a result.

You can work with a digital advertising agency to improve your campaigns and ensure you don’t go over budget. Here are a few other benefits of PPC management to keep in mind.

5. Create Campaigns

As you learn how to use Google Ads, consider what goal you want to accomplish. You can set a different goal for each campaign.

For example, you might want to generate brand awareness, website traffic, or conversions.

Google paid ads can boost brand awareness by up to 80%. Traffic from PPC ads yields 50% more conversions than organic ads, too.

Determining your goals can help you make more informed decisions regarding your ads. For example, you can choose a call to action based on the goal you want to achieve.

6. Develop Your Ads

Creating your ads is one of the most important steps when learning how to use Ads.

First, decide if you want to create text or display ads. Then, make sure to match the language between your landing pages and ads. Matching the language will ensure a cohesive experience for the consumer.

Make sure you’re differentiating yourself from your competitors. Focus on the distinct value you’re offering shoppers.

Include your target keyword within the headline and description. Then, add extensions to your ads. Extensions can boost your clickthrough rate.

For example, you can add a clickable phone number or links to pages on your site. If you have multiple store locations, use a location extension.

7. Analyze and Optimize

Learning how to use Ads to create campaigns is only the first step. Once your campaigns receive approval, keep an eye on them. You can recognize when ads are performing well (and which aren’t).

Then, you can start making informed changes to your campaigns.

Consider using A/B testing as well. You can pinpoint which strategies work best with your customers in mind!

Learning How to Use Google Ads: 7 Tips for Success

Learning how to use Google Ads doesn’t have to feel stressful. Instead, use these seven steps for building successful campaigns. Otherwise, consider working with an experienced digital advertising agency.

We can help build and manage your campaigns, saving you time and energy!

Contact us today to get started.

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