Advertising a Business on Google: Top Tips for Success

Digital marketing is an invaluable tool in today’s retail marketplace. Using a tool like Google Ads can help improve customer awareness of your brand, increase overall sales and provide many other benefits. Consider how running ads on Google can optimize your online marketing strategy with these tips and best practices for running a Google ads campaign. 

 

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What are Google Ads?

Google Ads are a type of search engine marketing called pay-per-click advertising. Companies use Google Ads to rank their business’s website at the top of the search engine result page, or SERP, when potential customers search for certain keywords. The company using Google Ads to boost their website’s ranking only pays for the ad if the potential customer clicks on the link. 

Google Ads uses the following information to know when to list your company’s ad on the SERP:

  • Keywords
  • Ad content and copy
  • Device type (computer, mobile phone or tablet)
  • Time
  • Location

With this information, Google Ads supplies the person who originated the search with a list of websites most likely to have the information they are looking for. The first several results listed feature a small green box with the word "Ad" in it to the left of the URL. These results are Google Ads. The remaining list of results is organic, meaning they ranked on the search engine results page exclusively based on information from their website rather than the use of Google Ads. 

 

Google Ads look nearly identical to organic search results. The only difference is their placement on the page and the small box denoting that the result is an ad. Google Ads uses text only with no images or pictures included in the SERP.

Related: How to Grow Your Business

 

Benefits of advertising a business on Google

Digital marketing strategies, and search engine marketing in particular, are effective advertising strategies for many companies. Your business can enjoy a host of benefits from using ads in Google. Google Ads:

  • Drives traffic: Any click on your Google Ad brings potential customers to your website. 
  • Increases sales: The more people that see your website and products, the more likely you are to increase sales. 
  • Targets interested customers: Your website displays as a SERP result when a customer searches for keywords related to your business or product. 
  • Boosts brand awareness: The more often your ad appears, the more familiar customers will become with your brand. 
  • Minimal expense: You only pay when a customer clicks on your ad.
  • Tracks metrics: Google Ad’s metrics are easy to use so you can track how your campaign is performing. 
  • Adjustable: You can adjust all aspects of your Google Ads campaign at any time to optimize your marketing potential. 
  • Uses the largest search engine: Using Google Ads posts your website on the most frequently used search engine in the world. 

Related: How to Hire a Digital Marketing Manager

 

Best practices and tips on getting started with Google Ads

Getting started on Google Ads is a simple process. Use these best practices to establish your account and an effective campaign: 

  • Create an account. You’ll need an email address and website for your company in order to set up your account. 
  • Start a campaign. Google Ads allows you to create independent campaigns for different products or services. Strategize when creating each campaign for maximum efficacy. 
  • Set your budget. Determine how much money you want to spend overall and per campaign. 
  • Identify your goals. Google Ads provides several different goal options, like lead generation, brand awareness and app promotion, to help better manage your campaign.
  • Use effective keywords. Research the most effective keywords for your product or service to tie to your Google Ads campaign. 

Setting up your initial Google Ads campaign demands research and attention. Make sure you maximize your marketing strategy from your initial campaign creation with these tips: 

 

Write strong copy

Since Google Ads only publishes text with no images, the copy in your ad must be engaging. Devote time and research to structuring the best possible ad copy for your Google Ads campaign. 

 

Research your target market

Know which language and product offerings will appeal most to your target market. This information is relevant for selecting keywords and keyword phrases and will help you write effective and enticing ad copy for the actual Google Ad that appears on the search engine results page. 

 

Optimize for mobile users

Consider running a mobile-only campaign if a large number of your conversions come from mobile users. This way, they’ll be automatically directed to a mobile-friendly landing page, increasing the odds they’ll stay and peruse your products.

 

Use remarketing

Google features a remarketing feature which allows you to target customers who have interacted with your website previously, either through Google Ads or not. It’s a great way to focus on conversion and use the data from Google to help improve your outcomes.

 

Link to a relevant landing page

Make sure the language you use on your Google Ad matches the language on your landing page. You know that the interested customer liked the language from the ad since they clicked on the link, so using identical or similar language on your website improves the likelihood they’ll make a purchase. 

 

Include negative keywords

Google Ads allows you to include words that should not trigger your ad, called negative words. Make sure you add these in addition to keywords to increase the specificity of your ad campaign. 

 

Fill all fields

You can include a multitude of keywords, extensions, ad types and other information to improve the odds of your ad displaying for highly interested customers. The more information you give to Google Ads, the more likely you are to match with leads who will convert into customers. 

 

Readjust regularly

Assess your Google Ads metrics at regular intervals. Adjust various elements of your campaign as needed to maximize your profitability. You can make changes to any aspect of your campaign whenever you want, so it’s easy to optimize your Google Ads campaign over time. 

 

Who to hire to manage your Google Ads account

Consider hiring a digital marketing manager or an advertising manager to manage your Google Ads account for your business. With the wide range of customization options available for each Google Ads campaign, it can quickly become time-consuming to manage it on your own without the help of a designated employee. 

 

Digital marketing managers’ primary responsibilities include handling the conception, implementation and management of all digital marketing strategies. Often, this includes overseeing social media sites, optimizing website language and managing other digital ad strategies. 

Related: How to Write a Digital Marketing Manager Job Description

 

Advertising managers handle both traditional and digital marketing for a company. They might structure print and radio ads in addition to managing social media pages, the company’s website and other digital mediums. 

Related: How to Hire an Advertising Manager

 

Whether a digital marketing manager or an advertising manager would be more effective for your Google Ads campaign depends on a few factors, like your company’s size, overall marketing plan and goals for Google Ads. If you split your marketing between traditional and digital mediums, an advertising manager might be best. On the other hand, if you do most of your advertising through digital mediums, a digital marketing manager might be the right choice. 

Related: How to Write an Advertising Manager Job Description

 

Frequently asked questions about Google Ads

Consider these frequently asked questions and answers to help you better understand how Google Ads functions:

 

Are Google Ads free?

Google Ads are a type of advertising called pay-per-click, or PPC. Businesses pay Google when a customer clicks their ad. The pricing system allows you to set a specific budget for the day, week or month. Once you’ve reached that budget, Google will no longer display your ad. You can increase or decrease your budget at any time to meet your marketing needs.

 

How much does it cost to place an ad on Google?

The pricing for using Google Ads varies depending on a variety of factors like keywords, overall budget and total clicks. Generally, it costs between $1 to $2 per click for an ad on Google. 

 

How do I start advertising a business on Google?

To begin using Google Ads, follow these steps: 

  1. Make an account for your business.
  2. Create a new campaign on Google Ads.
  3. Establish your campaign type and marketing goals. 
  4. Give your campaign a name and select a network for the campaign.
  5. Determine your campaign budget.
  6. Select the appropriate ad extensions.
  7. Identify optimum ad groups and keywords.
  8. Write impactful ad copy.
  9. Launch your Google Ads campaign.
  10. Adjust aspects of the campaign as needed for maximum return on investment.
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