What is Google AdWords/Ads:

Google Adwords is an advertising platform of Google to help advertisers promote their products and services by increasing their brand awareness and building trust. All the promotions done here through Adwords are paid by bidding and auctions.

How Google Ads are helpful:

Major part of searches is occupied by Google search compared to other search engines. It’s the simple mind-set of a customer to open Google and search immediately if he doesn’t find solution to any query.

Thus Google is making billions of money every year just by providing solutions to the searches. Here comes the competition for businesses to list on top of search listings. However listings are available both free and paid. Free or organic top listings take time and depend on various other factors to show up in first page.

Thus the alternate way to stay in first page is through advertisements which are paid results for customer search queries. Thus search listing pages are occupied by both organic and paid results.

For better user experience, Google only shows the relevant ads to the customers with high-buying intent. And advertisers have to pay to Google when their business ads gets viewed or clicked by the customers.

There are various ad formats to make it appealing depending on the types of products or services you sell. Among them prominent formats are text ads, image ads and video ads. In this article, we are going to cover everything related to text ads.

Google Text Ads:

All the listings which appear on the top of the page and text AD next to it are sponsored ads by advertisers. The rankings of the websites are not constant and changes very frequently depending on various factors like Keyword Relevancy, Quality score, Ad Rank, Landing Page experience, Bid Strategy and bidding amount etc..,

First create an account in Google adwords site i.e. http://www.ads.google.com/ by providing all the valid business details. Then you get into Adwords dashboard directly where you can find the options for creating various campaigns, adwords and ads.

It’s recommended to create a campaign for each product or service; under each campaign you can create multiple ad groups for variants. For example if you are running ads for shoes, then you can create different campaigns for sports shoes, casual shoes, formal shoes etc…  

Creating a Campaign:

Click on create a new campaign, and then it asks you for a specific goal of creating this campaign. Pick a goal which satisfies your business needs and then click continue.

For search Ads, click on sales and then it displays few campaign type options like Search, Display and Shopping. Then select Search option and click on continue. Then it asks you the ways how customers can reach your business, select the options accordingly and click continue button. You are navigated to the next page of creating campaign.

Targeting Options:

While creating campaign, there are options for location, demographic and device targeting. You can bid higher amounts for all the locations which are giving good returns using higher bids for various age groups and various devices

Ad Scheduling:

It’s known that there is a specific timing in the whole week where you get maximum traffic and conversions; you need to keep an eye on those timings. Just understand the statistics after running the ads continuously at least few weeks. Make a practise of ad scheduling so that your money is not spent during no-traffic time.

Bid Strategy and Extensions:

There are various strategies available and you can select one suitable for your business type. Ad extensions are additional links displayed along with the text ad to provide more details about your services to the customers. Ad extensions are trust-building factors and so give your ad higher conversion rate.

How to Create Text ads:

After creating a campaign, try to add multiple ad groups with highly relevant keywords. For instance under formal shoes campaign, you can create ad groups of various brands grouping with relevant high intent keywords.

While creating every text ad, you have to follow certain guidelines designed by Google i.e. providing Final URL, Headlines, Paths and Description

Final URL is the landing page link with your domain name; these urls can be given differently for desktop and mobile users if you have a very well optimized landing page for mobile users

Headline 1 is mandatory with 30 characters. Here you need to mention all the catchy points of what your business does to the customer. Headline 2 and Headline 3 are introduced recently to make ad more relevant to the customer’s query with detailed information. Each headline has 30 character limit though it’s not mandatory to fill these two headlines.

There are two paths path1 and path 2 with each of 15 character limit, here you can add keywords or relevant text to attract users click your link. The text given in the path can be different from that of actual page url text.

Then comes description 1 and description 2 (recently introduced) each of 50 characters. Here you can give every single detail of what your business is all about so as to make customer feels that he exactly got what’s he looking for.

All the text you added in the fields on the left side is displayed in the ad format on the right side. This is how you design your text ads for your business.

Once everything is set, ad status goes into ‘Under review’. It takes some-time for your ad to get approved and becomes live. There are also chances to get dis- approved, if the text you given is not adhering to Google’s guidelines and policies. So it’s better to double-check the ad created before submitting to approval.

Keyword selection:

If you are not aware of which keywords to use, you can get the good keyword ides from Google Keyword Planner. At the top right corner of the dashboard, you can find Tools option, click on that, a pop-up opens. Under planning, you can see Keyword Planner, under which you can get new keyword ideas and also search volume with recent statistics.

Pick keywords wisely related to your business, and then divide them into broad match, broad match modifier, phrase match and exact match. Use keywords of all the combinations in every ad group, so that you can track which keyword group is performing better. For those keywords which give best results and conversions, increase the bid amount.

Google’s algorithm displays the best performing ads to the customers, thus you can analyse which ads, and keywords are getting high conversions in your campaign.

Reports and Analysis:

Once the campaign is setup, run it for few weeks to check the campaign performance. Take weekly reports and analyse which ads and keywords are performing better in a particular campaign.  If there are no good results, then change the keywords and their match types. This is a continuous process and there is no standard thumb rule to state which performs better.

If you are already running a campaign, let us know in comments how it is running and all the issues you faced with adwords.

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