How does Google Ads work in 2020?


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Easy to understand and short step-by-step online advertising plan with Google Ads 2020.

Do you want to advertise online for your company and are you willing to pay for it? Then online advertising is a good option. An example is Google Ads. Find new customers through this online advertising system. This post explains how Google Ads works. Let’s start:

Determine the best keywords for your Adwords campaign

When you created the website you determined on which search terms you want to be found in Google’s regular search engine. You did that by regularly including these keywords in your website text. But on which keywords do you want to advertise? There are of course many more search terms that are relevant to your company and on which you can be found online. This can also be a combination of words, such as ‘pen with company logo’. To make your reach as far as possible, it is smart to choose both general words and more specific words on which your site can be found. So, example, both ‘smartphone’ and ‘iPhone 11 Pro’. With this first step in the Google Ads step-by-step plan, also consider the purpose of your website and your advertising campaign.
What do you want to achieve? For example, if you mainly want to sell products, focus your advertisement on the sale of certain products.
Start with a large list of words, in which you include all relevant words and word combinations that you can imagine. Organize this per ad group and select the group of words and word combinations that you want to advertise on.

Set your budget for Google Ads

With Google Ads you pay each time your ad is clicked. The more popular a search term is and the less relevant it is to your company, the higher the price per click will be. Sometimes a synonym of the word you choose is just as efficient, but a lot cheaper. Choose a good list of words and word combinations and set the maximum amount you want to advertise on. Avoid choosing words that are too general. If you don’t you may run the risk of an expensive and non-profitable campaign.

Create your ad

The advertisement is the text as it appears in the search results of the search engine. This consists of the title, the description and the URL. Tips to make this as good as possible:

  • Describe clearly what you are offering, keep it short and simple and let the search term appear in the advertisement.
  • Advertising language as ‘the cheapest’ or ‘the best’ works. Research shows that in many cases it generates extra traffic and conversion.
  • It inspires confidence when you mention your company name and the brands available.
  • Encourage action and emphasize what sets you apart from your competitor (Unique Selling Point). Do you deliver quickly, do you have a wide range, do you charge no shipping costs, do you have a specialty? Name it.
  • Make the “Display URL” (shown with the ad) clear and attractive. Make sure that the ‘Destination URL’ (where customers actually end up) logically follows the ad. Make sure that customers do not end up on your homepage, but directly on the page where the keyword or the offer appears.
  • Organize ads by ad group. In each group you include a number of words or phrases, all of which refer to the ad group. Then write ad texts per ad group, so that your ads connect as well as possible to your keywords and are therefore as effective as possible. Also make sure that the right ad texts lead to the right landing pages.
  • You can create different text variations of your ad for each ad group. Write about seven texts per group and experiment with these texts. Which is clicked on the most often?
  • Be honest. When you make things up, people quickly lose faith in you. You can forget a positive review or a repeat customer.

Set up a campaign via Google Ads

  • Search network: If you choose to advertise in the search network, you only advertise in the Google search engine and – if you select it – in other search engines. Your ad will then be placed above or to the right of the search results.
  • Display network: When advertising on the Display Network, you also show your ad in Google programs such as Gmail and Google Maps or on Google partner sites. The disadvantage is that the people on these programs or partner sites are not necessarily looking for a product or service that you offer.
  • Location targeting: Do you want to show your ads in a specific area? Select your distribution area. Do not do this too accurately, otherwise you risk your ad to be shown to a small group of people only.
  • Another possibility for local advertising is via the Google Ads Smart Campaigns. Google Ads Smart Campaigns is a simple version of the ‘normal’ Google Ads, with which local companies can place an online advertisement in a few steps. These advertisements are then shown in Google search and Google Maps on PC, laptop, mobile and tablet. Google Ads Smart Campaigns are now integrated in Google Ads. Create your organization and select your sector. You don’t have to choose keywords, Google selects them based on the sector and your physical location.

Google Ads and Google Analytics Integration

  • AdWords can be integrated into Google Analytics. Check via web analytics if your ads have led to extra customers, by checking visits on the links you mentioned in your ad(s).
  • Measuring is also possible in another way: by placing a tracking code (measuring code) on your website, so that you can see what your advertisement has produced via the Google Ads measuring system. To do this, go to the ‘reporting’ tab within Google Ads and click on ‘conversions’. Create a tracking code there with the help of the instruction from Google. Then place that code on the webpage that belongs to the product you offer (for example a thank you page or contact page that people will see when they have registered). The difference between these two measurement methods: Google Analytics measures all visits on the page you specify, the Google Ads measurement system looks specifically at the effectiveness and conversion of your AdWords campaign.

Keep adjusting and keep an eye on your campaigns

Customize your Adwords campaigns with the data you have collected. Also don’t forget to keep an eye on whether you are on schedule in terms of budget. Remove keywords if you come close to your upper limit. Remove the words with a bad CTR (click-through rate). And adjust the amount that you want to spend per click.
I hope that, after reading this post, you will understand how Google Ads works. Any questions, remarks or suggestions? Please use the comment box below. Thanks for your interest!

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