Knowing how to advertise on Google is as important as advertising on social networks.
This is because Google is the largest web search engine and users worldwide use it daily.
Users search for everything on Google and have certainly searched for something related to your business.
It is very important to be present and willing to answer your audience’s questions through your websites and blogs.
With that in mind, we decided to teach you how to advertise on Google.
You’ll learn how Google Ads works, and we’ll give you some tips for running good ads. Check out!
What is Google Ads (or Google Adwords)?
The Google Ads , or as it was called before, Google Adwords is a Google tool to serve ads.
Here you can create ad campaigns to feature prominently on Google’s search engine, apps, YouTube, and even other sites that allow ads.
Google Ads offers very efficient targeting done by your persona’s keywords and profile.
Plus, it’s a quick and simple tool that gives you performance analysis of your campaigns, and you can customize them as you please.
It is widely used by companies and you can see results quickly by using it.
Now that you know what Google Ads is, know some of its features and features.
Ad Formats in Google Ads
There are two ways to serve ads through Google Ads: the search network and the display network.
Search ads are ads that appear to users in search results, according to the keywords searched.
That is, when you search for anything on Google and the results show ads with links to pages related to what you searched for.
The display network, on the other hand, corresponds to ads served elsewhere on the web, such as websites, blogs, web pages, YouTube, and Gmail.
Later on, we’ll delve into the benefits of advertising on each network and how you can do it.
The ad formats offered by Google Ads, based on the platforms on which each ad is served, are:
Each has its own characteristics and are suitable for different platforms. We’ll talk about them specifically later.
Before we can get into the tool itself, you need to know more about keywords and how to define them effectively.
When we talk about advertising on Google and being well positioned in search, one of the first things that should come to mind is keywords .
It is through them that you tell Google and users what your content is about.
Without the right keywords, your content may even be good, but Google won’t identify them and therefore won’t place them high in search.
So when advertising on Google Ads, you are asked for a list of keywords to which you want to place your ads.
This way, every time someone searches for the keywords you define, Google displays your ads.
How to set the right keywords?
First of all, it’s important that you don’t choose random keywords that don’t match your advertised content.
A user searching for T-shirts, for example, does not want to access a pants page.
This makes a bad impression for your brand and may result in some aversion from users.
There are several tools you can use to do a keyword search that has the highest search volume on Google and related to what you advertise.
Do not forget to use, in addition to the main keyword of your business, such as t-shirts, variations that are also searched the same, such as men’s t-shirt, women’s shirts, etc.
And dig deeper into these terms so you find users who are really interested in what your business offers, like men’s t-shirts and so on.
Keyword matching refers to the breadth they will have in searches.
There are a total of five match types to choose from in Google Ads. Are they:
Broad match: This is the default match for your ads. They show up in misspelled searches, synonyms for the keywords you choose, and other variations that make sense with your ads.
Negative keywords: This match is very good because it allows you to negative some keywords so that your ad does not appear on searches with them.
She is very good and prevents her ads from reaching the wrong audience who are looking for other things.
To apply, simply use the “-” sign before the term you wish to negate, such as: – men’s shirts without pattern.
Broad match modifier: This match allows your ads to appear with closest and relevant variations. To apply it, simply insert the “+” sign before the word, such as + cars.
Phrase match: In it, ads appear as long as the search has the primary keyword, that is, terms before or after the keyword.
To apply this match, simply enclose the main word in quotation marks, such as “men’s t-shirts.”
This way, your ad will appear to anyone searching for, for example, “buy men’s t-shirts”. However, if your search is “men’s blue t-shirts,” your ad will no longer appear.
Exact match: As its name implies, only people searching for the keyword or variations with the same meaning can see your ad.
To use this match, simply enclose the desired word in brackets, such as [men’s t-shirt].
There is no ideal match type for everyone, it varies according to your keyword and goals with the ad.
Ideally, you should use a variety of matches to meet all your needs.
Search Network: How It Works and How to Advertise
On the search network, you see text ads.
They consist of title, URL and description .
The number of words is very limited, so try to use more catchy phrases, relevant to users in both the title and the description.
It presents in a very brief and interesting way what will be said in the description.
Try to make a friendly URL without those meaningless number sequences.
Tips for making good ads:
Use calls to action in your ads to encourage users to take action on your brand.
Be sure to check the spelling so that everything is spelled correctly.
Think about your persona and make the ad with the right language and elements relevant to your audience.
Use extensions in your ads, with address, contact information, and links to other related content.
You should also keep in mind which page you want to advertise. It should match what you say in your ad, have relevant information, and all of its elements for a better user experience .
Display Network: What You Need to Know
The display network is where you can serve other types of video, image, and app ads.
As said before, they are served to other webpages, YouTube, apps, Gmail, and more.
The display network has multiple sites and channels that, through Google Adsense, allow ads to be served on their content.
To encourage users to allow ads on their content, Google, also through Adsense, transfers a portion of the ad money to those who have partnered.
Display Network Targets
There are three types of targeting offered by Google Ads for your ads. Are they:
You can segment your audience according to some possible characteristics by Google Ads. Look.
In the market: According to user product tastes similar to those your company offers;
Custom Intent: Allows you to use words or phrases that are related to your audience;
Similar audiences: People with interests not specifically in your products, but related;
Remarketing: Means to serve ads more often to anyone who has interacted with your brand before.
Remarketing helps build customer loyalty by piquing interest in your other products. This allows you to convert them more easily by appearing more to them.
Content can be segmented by:
Topics : With this targeting, you can reach a wider variety of pages because your ads cover different topics.
Channel : you can target ads by site types and channels wherever link them.
In addition to the targets mentioned, you can also target the devices you want to advertise on. They are: computers, cell phones, tablets and TV screens .
Now that you know all the ad formats and how the options Google Ads offer work, put your knowledge to work!