The question is often asked: What is Google Ads? Google Ads, formerly Google Adwords, is Google's advertising platform and its main source of revenue.
It is a very useful tool, although it is important to understand how it works to get the most out of it. This is, without a doubt, the star tool of all those who are dedicated to SEM positioning. Since it allows us to obtain a very high traffic through the campaigns carried out.
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Of course, although Google Ads campaigns are often very intuitive, it is important to know how they work in order to optimise them correctly, and one wrong step can ruin an entire marketing strategy.
So, in order for you to know how it works and how to create effective campaigns on Google Ads, we are going to learn the basics of the tool that you will have to master and understand to get the most out of it and create campaigns that are really competitive.
What is Google Ads: key concepts
In order to create a good digital marketing campaign through Google Ads, you must first understand the following concepts:
What are keywords?
A keyword, also known as a keyword, is basically the word - or words - that users usually enter in the search engine to make their queries. Through these keywords, Google knows which topics are of most interest to users and, on this basis, displays its advertisements.
If we select the right keywords, we ensure that we show the advertising that the user needs and that will therefore generate revenue.
Concordance
There are several types of matches that determine how closely the search term can match the keyword. These types of matches are as follows:
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Broad concordance: assigned by default, meaning that synonyms or variations are included. For a search for "men's socks", for example, the term "buy men's socks" may appear.
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Broad concordance modifier: other variations are included here, but not synonyms.
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Generally, search terms may appear in a different order.
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Phrase match: this is the exact match of a part of the text containing the keyword we have used.
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Exact match: In these cases, ads are only displayed if the specific keyword is entered. No variations are allowed.
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Negative match: in this case, keywords that we do not want to appear in the advert are usually introduced into the campaign.
Pay per click
One of the most frequently asked questions is how much does a Google Ads campaign cost? Does it have a very high price? The truth is that the advertising that we find in Google has a pay per click or PPC model, that is to say, you will pay for each click that users make on the ads.
The price per click is set through an auction. Advertisers bid for the space and the keyword to be used and decide on the maximum price they are willing to pay. After this, it is the Google search engine itself that determines which ads to show and in which order, depending on their final price.
But what are the parameters on which the Google search engine bases its display of ads? It does so through the Quality Score, i.e. through a score from 1 to 10 that Google assigns to each keyword. The higher the score for that keyword, the less it will pay for the ads.
Once you understand the basic words or concepts of Google Ads, how can you create an effective campaign? What steps do you need to follow?
How to create an effective Google Ads campaign
To create a good Google Ads campaign it is important to follow the following points.
What are real Google Ads goals?
Setting real objectives is fundamental to a good campaign. That is why it is the first step in creating one.
Keep in mind that Google Ads campaigns are very changeable, so you need to plan effectively.
Pay attention to the keywords: research
- Keyword selection can make a big difference to your strategy: it either works or it doesn't. That's why you need to research the most effective keywords. That is why it is necessary to research the most effective keywords.
- It is advisable to start with brainstorming and then be able to analyse each keyword separately. From there, you can decide which ones are profitable and which ones are not. But what should we take into account to know if a keyword is interesting for us?
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Search volume: What is search volume and is it sufficient to include it? Competition and price per click. Intent: It is important to consider what the search intent is.
The structure of your Google Ads account
A structure must be put in place to work with Google Ads effectively:
- Type of campaign.
- Location.
- Language.
- Supply strategy.
- Daily budget.
- Device.
Once the structure is in place, it will be easier to run campaigns.
How to set up a Google Ads campaign
Google Ads can be harder than it looks. Follow these steps:
- Register or log in.
- Decide on a daily budget for your campaign.
- Put the location of your target audience.
- It's no use putting people from different countries if you only sell in one, for example.
- Choose the network on which you want the advertisement to be displayed.
- Define the keywords you are going to use.
- Enter the maximum bid you want to pay per click.
- Create your ad and enter your payment information.
With these steps you will have created your ad for Google Ads effectively. Remember to review your ads and the keywords used every day to ensure an effective campaign.
Keep in mind that no matter how well a campaign performs, it will always need review and adjustment to get the best results. Keep this in mind when running your own campaigns.
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