Advertising in Google through AdWords is one of the best decisions you can make to expand your reach, find new customers and grow your business.
Google Ads (formerly known as Google AdWords) is the largest and the most widely used platform for online advertising in the world and by advertising your business in Google you can potentially reach millions of users.
How does advertising in Google work?
Google ads operates like an auction but unlike a normal one not only is your bid important, but the quality and relevancy of your advertising campaigns are taken into account. This means that the terms are a fair play.
The goal of Google AdWords is centred around the concept of keywords. Advertisers identify keywords, that are relevant to their business – words that searchers are likely to use when trying to find something – and bid on them, specifying how much they are willing to pay when a user clicks on the ad. Hence, the term “pay-per-click advertising” originates from this process.
The advertising auction takes place every time when a person searching types a new keyword in Google. This means that for each search of keywords you bid on there is an opportunity for your ads to be shown to new customers. When these potential customers actively search for what you are selling, your ads will appear at the right moment.
This is what makes Google advertising so powerful and one of the best ways to grow your business.
How to advertise in Google?
Advertising in Google requires an account in Google Ads, which Is free to create. When you open your account, it’s time for you to understand how to use Google Ads to expand your business.
Next comes a process in ten steps for advertising in Google Ads:
- Establish your account goals
- Define your audience
- Conduct keyword research
- Set budgets and bids
- Build your optimal account structure
- Write highly effective ads
- Create effective landing pages
- Implement conversion tracking
- Grow your remarketing lists
- Make optimisation a habit
Optimal account structure in Google AdWords
The first step is to take a closer look at the structure of your account. Although there are many ways to structure an account in Google Ads, such as reflecting the structure of your website or through product categorisation, all effective and successful accounts share the same qualities when it comes to organisational hierarchy.
The account itself is the highest level. In every account, there are campaigns. Some advertisers conduct only one campaign at a time, others – multiple campaigns simultaneously. Each campaign contains different ad groups, each of which contains unique keywords, advertising text and accompanying landing pages.
Campaigns are often organised by a topic, for example holiday promotion or pre-holiday sale. Within each campaign, ad groups are often organised by products or services, such as home goods or school stationery. Finally, individual products, such as furniture or notebooks, have their own targeted keywords, unique ad copy, and appropriate accompanying landing pages.
The structure of your Google Ads account may not exactly reflect this hierarchy, but setting up your account this way will allow you to keep things organised and tightly themed from the start, factors that can have a significant impact on PPC metrics such as quality rating.
Advertise on Google with WordStream
Aside from the technical aspects of setting up and running a PPC campaign using Google AdWords, many advertisers struggle with the time it takes to achieve success with paid search.