There is no doubt that Google Ads is the most influential and efficient advertising medium to grab more quality leads and transform them into customers. How does Google Ads work? How to select relevant keywords and write catching headlines and descriptions? How to increase the Ad Rank and Quality Score? In this blog, you will have an all-inclusive guide of Google Ads, ensuring the successful completion of your project.
Google Ads shows your ads to the right people who are seriously interested in your brand. Actually, advertisers bid on the potential keywords or search terms, and Google displays the ads of the winners of the bid at the top of Google search results, YouTube channels, and related websites based on the type of Google ads campaign selected. There are many factors that influence the performance of paid Google ads. However, we have explained the top factors. Have a brief look!
Ad Rank & Quality Score
It is the Ad Rank that decides the placements of your ads, and Quality Score influences your Ad Rank. You must remember that Quality Score depends on how relevant and ideal your Google Ad is. Google measures this result on the basis of clicks on your ad and when it is being displayed, that is termed your CTR. Moreover, your CTR is dependent on how well your Google Ad is related to the search intent, which you can find out from the following factors.
• How relevant are your keywords
• How strong is the user experience of your landing page
• How well your ad copy and CTA is in line with the search intent of users
Before allocating a budget for the bid amount, you must focus on increasing your Quality Score (QS). The better your QS, the lesser your bid amount will be. Consequently, the better will be the placement of your Google Ads.
Location
When you create your Google Ad, you will be asked to select the location where you want to display your ad. In the case of a store-type business, your location should be at a reasonable driving distance from your store location. If you run an online e-commerce store of tangible products, your selected location should be the place where you want to ship your products.
However, the sky is the limit if you run a business that is accessible to all of the world. If we conclude, your ad will only be shown to the primary location you selected, no matter how brilliant your Ad Rank is.
Right & Relevant Selection of Keywords
Keywords are the most important when setting up the Google Ads Campaign. Therefore, you should carefully research the keywords from reliable platforms so that it comes in line with the search intent of your users. Once your potential users type the relevant keywords, Google will automatically display your ad to them.
Every ad group you create in your campaign will target a group of keywords (1 to 5 keywords ideally), and Google will automatically show your ad to the users according to your selected keywords.
Headline & Description of the Google Ads Campaign
Write your ad copy in a way that attracts more clicks and traffic. You should hire a top-rated copywriter for this ad copy as it is the only difference between a click on your Google Ad and a click on your competitor’s Google Ad. A good copywriter knows the search intent of users, addresses the users’ pain points, and incorporates the right keywords in the ad copy according to algorithms of Google.
When you write your headline’s description or sometimes the headline itself, remember to add emotional triggers and address the issues of your users in writing. For example, you may add ‘free,’ ‘proven,’ ‘instant,’ ‘money-making,’ etc., as emotional triggers. Well, ad copy drives will give you potential clicks, but it is a landing page copy of your website that will get conversions and business.
Your Match Types
In the case of match types, it provides you with a little bit of flexibility while choosing your keywords. Match types tell Google if you want to meet a search query completely or if your ad should be displayed to anyone with the relevant search query. Following are four categories of match types you will choose from:
Broad Match
Broad Match is a by-default option which means any word you selected as your keyword phrase can be used in any order. For instance, ‘google ads management services’ will match ‘google ads services’ or ‘google ads services.’
Modified Broad Match
This type of match allows you to freeze some keywords within your keyword phrase with the ‘+’ sign. At least one of your match types will contain a locked-in word. For example, ‘google ads services ’ can produce ‘google type services’ or ‘google ads services.’
Phrase Match
Phrase Match will be going to match with the search terms that have your keyword phrase in the exact same order. But it may have more words before or after it. Just like, ‘google ads services in Lahore’ can produce ‘nearby google ads services’ or ‘google ads services with the best results.’
Exact Match
Exact Match will match the exact keyword phrase of the user’s query. For instance, your ad ‘PPC Expert in Lahore’ will not be displayed to the users who type ‘PPC Expert in Lahore’’ or ‘PPC Expert within Lahore’.
So, if you don’t know exactly how Match Types work and how people search, you should be hiring Google Ads Management Services. Setting up this ad campaign isn’t as easy as people perceive after watching a few videos on YouTube. It requires complete knowledge and trained expertise to run the Google Ads Campaign successfully.
Google Ad Extensions
Don’t forget to use these lucrative ad extensions for two reasons. One, they are free; second, they provide your users with additional information and give them another reason to click on your ad. Following are five types of ad extensions. Let’s have a look!
1. Sitelink extensions extend your ad and provide more links to your website.
2. Call extensions allow you to add your phone number to the ad.
3. Location extensions add your geographical location and phone number in your ad.
4. Offer extensions can produce fruitful results if your business is giving any offers.
5. App extensions allow you to add a link to your mobile application.
Retargeting or Remarketing
As the name tells, retargeting (also remarketing) is a way to advertise your brand again and again to previous users who have not purchased your services yet. The tracking cookies of Google Ads track your users across the web and target them by displaying your ads. Many times, people miss the ads unintentionally; therefore, retargeting helps you find out your missed users and target them again.
For more information or Google Ads services, feel free to contact Stradigi