How it Works: Google Ads
At Squirrels&Bears we believe in simplicity and we like to provide clear answers to your questions. In our #howitworks series we focus on simple explanations of various aspects of marketing, highlighting the basic facts, what works and what doesn’t work. And we hope to make your life a little easier.
The Basics
Google Ads is a paid advertising platform that allows businesses to push their pages to the top of the Google search results.
Through a pay-per-click system Google Ads is an effective tool for driving traffic to your website and boost your conversion rates.
No matter the size of your business or budget, you can tailor the ads to suit you and help get your business in front of the right audience.
Do:
Optimise your ad to ensure AdRank and good Quality Score (QS)
Achieve a good QS by making your ad will need to be relevant and of course, high quality. The Quality Score is measured by Google through your click-through-rate (CTR).
Use relevant keywords and concise copy to help your ad match up with the target audiences search intent.
Ensure your landing page has a high-quality user experience
Set yourself a budget for the ad knowing the amount you spend is tracked through CPC (cost-per-click).
Remember the better your QS, the better your AdRank which in turn means your costs will be lower, but your placement will be higher.
Don’t:
Forget to pinpoint your location. Especially if you have a shop or office customers can attend. Keep the distance settings within a reasonable radius.
Use over saturated keywords. Keeping searcher intent in mind, you should look for both specific and broad terms to find the happy medium. Here you will find more information on keyword research.
Make your copy overly long or complicated. The headline and descriptions should have short, concise copy that contains some of your relevant keywords.
Pass up the chance to avail of the free ad extension tool. This can provide more information on contact numbers, location, special offers, additional site links and even app links where appropriate.
Terms to Know
QS – Quality Score
CPC – Cost-per-click
CPE – Cost-per-engagement
CTR – Click-through-rate
CVR – Conversion rate
PPC – Pay-per-click
CTA – Call to action