How To Use Google Ads? Don't Do It Yourself

By Ryan Boog

Google Ads is a system that allows marketers to get products and services in front of audiences when they search or use any Google-affiliated site. Through a bidding process, these short text ads will appear based on pre-selected key phrases and provide a URL link to a website or specific web page. More businesses are using Google Ads, but it may not be a wise decision. We'll explain the "how" and "why" so you can better understand Google Ads.

How To Use Google Ads? Don't Do It Yourself

How to use Google Ads?

This may sound controversial, but it seems like Google is trying to make things easy for beginners. They want beginners to feel confident enough to spend their own money. In reality, you really shouldn't touch Google Ads unless you know all of the options and some advanced digital marketing knowledge.

How Google Helps Beginners:

  1. Google guide's you through the signup process and offers plenty of explanations to make this process easy.
  2. Enter your landing page URL and Google will recommend ad groups and keywords. This takes the place of the keyword research that should be done for a campaign.
  3. They also have a sample ad right next to the where you create your ads.

Google is holding your hand through the whole process.

They are baiting the new Google Ads user into feeling comfortable and accomplished with this new tool. However, in reality, there are many, many details that are left untouched and that can lead to and underwhelming campaign performance.

A Beginner Doing Google Ads = Lighting Your Money on Fire

Google Ads campaigns require a lot of thought and expertise. It's easy to find poor ads. Here are some companies with some big-time mistakes.

Ad #1

adwordsmis1

Mistake: Minioseta? Have you ever been to Minioseta? Me neither.

Ad #2

adwordsmis2

Mistake: No part of this ad is optimized. The only thing this company has is “Call Us Today”. This ad is missing out on explaining their services, qualifications, and offers. There is a lot of information that can be added (as seen in that poorly titled ad above).

Ad #3

adwordsmis3

Mistakes: The top ad needs an expanded title and capitalized callouts. The second ad has their $57 offer listed twice--once as a callout and once as a site link. They are wasting prime ad real estate with duplicate information.

Here's an example of a decent ad:

good

A good ad has:

  1. A catchy title that attracts users and stands out
  2. Persuasive content
  3. CTA at the end of the description
  4. Keyword in the URL
  5. Proper use of Callouts
  6. Services are highlighted
  7. Helpful Sitelinks

More Google Ads basics:

  1. Every word should be capitalized
  2. Make as many specific ad groups as possible
  3. Use ad extensions
  4. Target specific locations and times for your ads
  5. Strive for a high CTR and low CPC
  6. Pick appropriate landing pages or have them made (by professionals)
  7. Be cautious with keyword broad match
  8. Add negative keywords to block out keywords you don’t want your ad to show up for
  9. Make sure everything is mobile friendly

More and more businesses are jumping on the online advertising bandwagon. But beware, as setting up and using Google Ads for your business is not as easy as it seems.

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