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A Beginner’s Guide to Google Ads

Nina De Winter

Nowadays, digital advertising is the secret ingredient to business success. Google Ads is one of the countless platforms that enable advertisers to bring more traffic to their website. But, you cannot thrive in the digital world without any knowledge of how this medium works.

Discover everything you need to know about Google Ads in this user-friendly guide: find out what it is, why you should use it, which types of Google Ads there are, and how to use the service.

What is Google Ads?

We have briefly touched upon the subject of Google Ads in our previous article about the differences between SEM, SEO, PPC, and Google Ads

Still, there is much more to say about this advertising platform than what we have already revealed. Let’s start by uncovering what Google Ads are. 

Google Ads is Google’s advertising channel that enables businesses to promote their products and services on search engines and other Google-affiliated platforms through advertising campaigns.

If you are not certain what a Google Ad looks like, we are sure that you have already seen them: whether you’re searching keywords on Google or watching videos on YouTube, Google Ads are omnipresent.

This medium is ideal for PPC or Pay Per Click campaigns. In practice, this means that advertisers only pay when someone clicks on their advertisement.

Additionally, Google Ads uses bidding strategies, requiring marketers to specify the maximum amount of money they are willing to spend on advertising.

What are the different types of Google Ads?

Google Ads allows advertisers to reach the public across various networks, using different types of ads. As there are different kinds, here is a quick overview of what you should remember:

Display ads

First things first, Google’s Display Network provides businesses with the possibility to create banner-like ads that show up on websites that are part of the network

If you are curious to explore display ads in greater depth, feel free to take a look at our blog post that answers all your questions about what display advertising is

In short, this type of advertising targets audiences, topics, and pages by displaying your advertisements on relevant websites.

Relying on the Display Network is a smart choice in case your purpose is to build brand awareness and indirectly influence the performance of other campaigns. 

Search ads

Search ads come in handy if you are aiming at obtaining leads and stimulating conversion, as they capture high-intent buyers.

Also known as paid search, search ads are displayed on the Search Engine Result Pages of platforms such as Google. 

This type of advertising targets keywords and is usually what people mean when they refer to PPC advertising.

YouTube ads

The name insinuates it, but YouTube ads are video and display ads shown on YouTube and search results. 

This form of advertising drives brand and product discovery, while it produces engaging and memorable content.

Shopping ads

Finally, there’s shopping ads, which are product ads driving e-commerce sales. These are a good choice if you’re aiming at improving lead and traffic quality.

With Google Shopping Campaigns, you can connect a product feed to your Google Ads account, so that Google will show your products matching to certain searches.

Digital users who see your ads have the choice to purchase directly from the ad or click through to access your product page.

Why should you use Google Ads?

Now that you are familiar with the different types of ads you can find on Google Ads, it is time to look into the use of this platform. 

Compared to other digital advertising platforms, Google Ads offers a variety of benefits for marketers. 

Here are some key reasons why this tool can’t be overlooked when it comes to developing your digital marketing strategy:

Quick implementation and results

In the first place, Google Ads is very user-friendly and quick to implement. It is possible to create and launch campaigns in a short time.

Moreover, this platform allows for quick adjustments and adaptations to be made when necessary.

If digital advertising is relatively new to you, Google Ads is a feasible option to improve your marketing skills.

Google Ads can pop up in potential customers’ Gmail – this leads to quick results

Targeted reach

When thinking about the purpose of advertising, it is obvious that one wants their ads to be seen by the right audience, so that conversion can take place.

In the case of Google’s advertising medium, this function is enhanced thanks to its function that allows you to target specific demographics, geographic locations, and user behavior.

In other words, Google Ad stimulates conversion through its targeted reach possibility.

Results of campaigns are easy to measure

Another use of advertising is to have a good overview of campaign results so you can step up your marketing game.

Google Ads supports this with its detailed insights and analytics. These provide you with a real-time outline of relevant metrics, such as clicks, impressions, and conversions.

With this network, you can make data-driven decisions to refine your advertising strategies.

The Google Ads dashboard shows you a clear graph and overview of your campaign’s performance

Your brand becomes more visible

Still not fully convinced of the potential and use of Google Ads? It is time to think differently, otherwise you’ll miss out on a great opportunity to increase your brand awareness.

Google Ads is a catalyst to brand visibility, as it helps your business to appear among the top results on Search Engine Result Pages (SERPs).

Although it is possible that online users don’t click on your ads, chances are high that they still come across it. This aids in brand recognition and recall.

Campaigns are flexible and customizable

You already know that Google Ads allows various types of ad formats. Are you asking yourself what this means for you?

The answer is simple: it opens the gates to creativity and freedom in advertising. The versatility in formats lets you choose the format that aligns with your goals.

On the other hand, one can also experiment with different types of ads to find out what best suits your needs and what resonates best with your audience.

You can customize your campaigns in the way you want

There are opportunities for remarketing

Remarketing refers to the targeting of digital consumers who have previously visited your website, but didn’t make a purchase.

With Google Ads, marketers have the chance to re-engage potential customers with the aim of increasing conversions.

You experience a higher ROAS

You may be asking yourself right now why Google Ads is an attractive choice in financial terms

Let Casa enlighten you: the Return on Ad Spend (ROAS) of Google Ads is among the highest of advertising channels according to an Instapage study.

Google Ads supports all parts of the funnel

We have one final argument to show you the advantages of Google Ads… and that is its funnel-friendliness.

This advertising channel is a valuable tool throughout the marketing funnel because it helps businesses to target and engage potential customers at different stages of the decision-making process.

How to use Google Ads

Google Ads is very practical in its use, contributing to its reputation as an effective advertising tool. 

Although it may seem complex, it is possible to use Google Ads in only a few steps. Keep reading to find out what they are!

Lay the foundation

Before you can even set up your Ads account, you should reflect on what you want to achieve with your advertising strategy.

Firstly, ask yourself what your advertising goals are. Why are you using Google Ads? What are you getting out of it?

You do not only need to have an idea of what you want to achieve, but also who you want to reach

Who are your ideal customers? What are their needs, wants, and demands? How do they behave? Which types of media and devices do they use?

A thorough knowledge of your target audience is required if you’re serious about advertising and increasing your conversions. 
A persona, which is a visual representation of your target group, can facilitate this process. It gives you detailed insights in the personality of your target, and provides you thus with a better customer orientation.

Create a Google Ads account

Once you have an idea of the basis of your advertising strategy, it is time to set up your Google Ads account.

This takes five minutes and can be done by following the steps in the Google guide on how to create a Google Ads account.

You can make a choice between using an existing Google account and link it to Google Ads, or creating a completely new account.

Identify relevant keywords

Google Ads functions in such a way that advertisers need to bid on keywords that are relevant to their business. Consequently, their ads appear on relevant SERPs.

The key to being successful in the advertising industry is being aware of the keywords that match your business. 

There are plenty of options available to conduct PPC keyword research and it is easy to find an option that works for you.

Set up your campaign

You are now aware of who you are targeting, what your advertising goals are, which keywords are relevant, and you officially have a Google Ads account.

The next step is developing your Google Ads campaign

In this part of the process, you have to choose a campaign type, set your ad schedule, choose a location and language, determine your budget, select a bidding strategy, and add keywords.

Need a hand with setting up a campaign? Count on our team of advertising experts at Casa Media for the necessary support – contact us today.

Creating your ads

What is essential to the success of your ad campaigns is the composition of the ads, and how they are perceived by potential clients.

Pay attention to the message you want to convey and the manner in which it is presented to the public.

Generally, a successful ad has a compelling title, conveys value, uses the keywords it is targeting, uses the same language as the target audience, has a call to action, and reflects emotion.

Always make sure that your ad reflects the message you want to convey to your target group

Report on your results

Congratulations! At this point, you have ads that are up and running. 

Although this is one of the last steps in the game, always remember to check the results of your advertising campaigns.

Track down all the metrics and reflect on the performance of your ads. If you don’t see the results you wish to see, find out what is wrong and adjust your campaigns where necessary.

We at Casa Media are always ready to help you with this and you can reach out to us whenever needed.

What you need to remember from this article

In this article, you were introduced to Google Ads. This tool can’t be overlooked when it comes to developing your digital marketing strategy because of several reasons. 

Not only does Google Ads offer a higher Return on Ad Spend than most of its competitors, but the digital advertising channel has many benefits for businesses.

In short, Google Ads makes your brand more visible, enables you to target a specific audience, provides opportunities for remarketing, and so on. It makes you stand out from your competitors.

Moreover, Google Ads is very user-friendly: it is quick and easy to implement and set up, and it gives you a clear overview of all the metrics in your campaign.

Our team at Casa Media would love to assist you in taking your advertising game to a higher level. Shoot us a message today for more information!


24 November 2023


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