How To Achieve Your Business Goals Using Google Ads

– A Beginners Guide –

Google Ads Logo

 

– Introduction To Google Ads –

Google Ads is a pay-per-click advertising platform that helps you reach new customers by increasing your business’s profile contributing to your business goals whether it’s leads or sales.
There are 3 core principles of Google Ads: relevance, control and results. Relevance refers to targeting the right people at the right time and using the right keywords/ad copy for your business. Control refers to the power you will have over the budgets/bids for all campaigns and the ad placements, this allows you to ensure that irrelevant placements are excluded. Results refers to achieving your business goals and the performance of the ads as well as analysing the results to see any room for improvement.

 

– Why Google Ads? –

Google is the most used search engine worldwide, meaning you will be able to reach millions of people with your ads as people complete thousands of daily searches. You can also target the people who want to and are part of your ideal audience, as well as excluding those who aren’t. This means that your ads are more likely to get you relevant and good-quality leads, helping you to reach your marketing goals. Google Ads is also a PPC platform (pay-per-click) therefore you will only pay for results. This means that you will only pay when someone clicks on your ad, making it more cost-effective.
Advertising with Google Ads can help reach people at many different stages of the customer lifecycle, this being awareness, consideration, purchase, etc. These can be reached by using different campaigns and different ad messaging, for example, you would need to use different ad messaging for someone who is in the awareness phase compared to someone who is in the purchase phase to get the best possible results.
Google Ads can also help you achieve your business goals whether this is to increase your brand awareness, increase the number of enquiries or increase the number of sales. There are multiple ways to utilise Google Ads to reach your campaign goals, for example, having the correct budget, choosing the right bidding strategy and ensuring you are using the range of campaign types.

 

– The Different Bidding Strategies –

 

Focus On Conversions
Bidding Strategy
Description
Target CPA
  • Automated bidding strategy which sets bids to get as many possible conversions as possible
Target ROAS
  • The average conversion value you would like to get for each pound you spend on ads
Maximise Conversions
  • Focuses on getting as many conversions as possible
Maximise Conversion Value
  • Focuses on getting the best conversion value for the given budget
Enhanced CPC
  • Automatically sets your bids based on the conversion data

 

Focus On Clicks
Bidding Strategy
Description
Maximise Clicks
  • Focuses on getting as many clicks as possible
Manual CPC
  • Lets you set your own max CPC for your ads

 

Focus On Visibility
Bidding Strategy
Description
Target Impression Share
  • Sets bids with the goal of showing your ad as close to the top as possible
tCPM
  • Set how much on average you want to pay for every thousand times your ad is shown
vCPM
  • Measure the cost of an ad per thousand viewable impressions

 

– The Different Campaign Types And The Related Business Goals –

Campaign Types
Benefits
Business Goals
PMax
  • simple to set up
  • increase conversions and conversion value
  • find new customers
  • gain richer insights
  • awareness
  • sales/enquiries
Search
  • simple to set up
  • boost online sales and leads
  • sales/enquiries
Display
  • increase your brand awareness
  • use visually engaging call-to-actions
  • drive sales/leads
  • awareness
  • sales/enquiries
Video
  • increase your brand awareness
  • expand your reach
  • awareness
App
  • simple to set up and manage
  • multi-channel targeting
  • promote your app
  • app downloads
Shopping
  • promote retail products
  • boost your nearby shop
  • helps drive in-store purchases
  • sales/enquiries

 

Different Campaign Types, Good To Achieve Business Goals

 

– Tips and Tricks –

Exclude any irrelevant traffic
– this can be done by conducting placement reports for display campaigns and search term reports for search campaigns
– remember to add any irrelevant words to negative keyword lists and any irrelevant placements to the placement exclusion lists
Utilise the different campaign types
– increase brand awareness by publishing ads of different types, e.g image ads and responsive search ads
Create engaging ad content
– be sure to use clear CTAs
– use your keywords in the headlines and descriptions
Utilise the different assets
– whether this be at the account, campaign or ad group level

 


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