Site owners constantly hear arguments about the need to work with SEO. Sure, SEO is a great way to drive traffic, but what about companies that can’t afford a staff of copywriters and SEOs? And if you want to offer services only to interested parties, and not to casual passers-by? This is where advertising traffic comes to the rescue.
One of the best tools on the market is a service from Google. With the help of Google Ads, you will be able to attract your target audience without additional work with content.
Why Ads are one of the best options
Google is the largest search engine in terms of the number of one-time searches. Despite Yandex’s leadership in the Russian-speaking field, Google confidently holds almost half of the Russian Internet. Therefore, the Ads service is a deep project aimed at a full-fledged advertising campaign. Google will help you find a quality customer who is interested in your product or service.
Google specialists have added many tools to fully customize the contextual advertising campaign. The Google Ads platform is a high-tech and functional service with a user-friendly interface and a low barrier to entry.
The renaming of Google Adwords to Google Ads in 2018 isn’t just a rebranding. This is a rethinking of the entire process, from campaign settings to analytics. And the functions continue to expand, offering the client flexible tools for specific tasks.
Who is Ads suitable for
Ads works well in any project. Both young and long-standing resources need to refresh the audience and attract new visitors. The service can be used as the only source of traffic, and as part of a comprehensive Internet marketing. Google Ads has the following features:
- Simple interface… Beginners will quickly figure out the basic tools. Don’t worry: Google doesn’t throw you into a sea of settings without a lifeline of tips.
- Fast traffic flow… The campaign is set up quickly, and the result can be seen within minutes.
- No fixed rates… The client himself chooses how much money to spend (and in the course of work can change the values).
- Regulation of the sites on which advertising is placed… The Google Display Network includes tens of thousands of sites, selected according to special parameters. If something doesn’t suit you, you can always redirect your ad campaign to another resource.
- Google loves good statistics. If your ad is clicked more often than others, the system will automatically elevate your ad to more advantageous positions.
- In some cases, the cost per click is lower than in Yandex.Direct. Due to high competition, the cost of a click in Yandex.Direct can reach several thousand rubles. Google offers alternative or lower prices in the same niches.
Now let’s move on to setting up the first ad campaign.
Step-by-step setup of an advertising campaign in Google Ads
By clicking “Start”, we are taken to a page where you need to specify the goal of the campaign. Most often, “Increase the number of store visits” is selected.
Next, we indicate the name of the company. In our case, it will be “My company”.
The next step is to add the advertised resource. It is allowed to write not only a domain, but also directories.
After that, the system will process the information and display a preview of the site in mobile and desktop versions.
Now the creation of the ad itself. Before us are three headings and two descriptions, as well as a phone number (if you wish, you can uncheck the box). Headings are limited to 30 characters without spaces (they are automatically inserted), and descriptions are limited to 90. All fields must be filled in, but try to concisely tell the potential client why he or she should click on the ad. This stage depends entirely on your ability to compose advertising prompts.
The next step requires attentiveness and audience analysis. Google Ads will automatically identify keywords based on your site, but simply clicking Next will lower your ad budget. Use the Google Trends service to select keywords and select the most relevant queries; they fit in manually.
Analyzing your audience is a separate process. If you have not done this yet, stop at this step (you can always return to it) and start studying the target audience.
Now specify the location of your ad by geolocation. Google offers two settings: show in a certain radius from a specific point or promote ads in the whole region (country). Let’s go back to the target audience: if you are promoting an offline business in your city, you need to indicate the locality and a small spread; the service even allows you to write a street. If the goal is to promote a federal online project, then focus on Russia.
Clicking “Next” takes you to the budget allocation page. You will see a semblance of tariff plans calculated automatically. Convenience of the system in describing specific results: for so many rubles there will be so many clicks. If none of the tariffs suit you, open the “Specify your own budget” checkbox. In the window that appears, move the slider and select the required indicators.
After that, a preview window will be displayed. It will display all the specified parameters, including the price. If something doesn’t suit you, go back and change the data.
That’s all! The basic settings are completed, it remains to specify the payment information and send the contextual advertising campaign for moderation.
Analytics
Google offers deep analytics tools. Ads will reflect both standard advertising achievements and those specified by you:
- the number of clicks on the link;
- target actions: download, registration, call, orders, and so on;
- costs and profitability of the campaign.
To implement all the tools, link your Ads account to Google Analytics.
Google Ads is one of the few ad services that guarantee a quick influx of targeted traffic. Setting up and tracking a campaign is straightforward, but its success depends on proper audience analysis.