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How to advertise on Google

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To advertise on Google, you must first create a Google Ads account .

In the next step, you can create a “Smart Campaign” with the help of Google Ads or “Switch to Expert mode.” You can edit your ad by saying. The outlines of the campaign creation process are the same for both options:

  • Sign up.
  • Set your goal.
  • Choose in which region you want to run your ad.
  • Create your ad text.
  • Adjust your budget.
  • Publish.

Keep in mind that when you decide to create a smart campaign, you can only create ads for the Google Search Network. If you want to take advantage of different types of campaigns such as Video or Application, you should switch to expert mode. At this point, we will tell you in detail how you can create your smart campaign quite easily.

How to Create a Smart Campaign

When you choose this mode, Google Ads first asks you why you want to advertise. At this stage:

  • More people call your company,
  • Increased sales on your e-commerce site,
  • You can choose one of the more visitors to your store.

Let’s say you want to increase your e-commerce sales. Then you can continue by selecting option 2. Next, the Google Ads ad guides you through creating a campaign:

Business and audience: When creating a smart campaign, you are asked to describe your business in the first step. For this;

  • You must fill in the company name and website information.
  • You should indicate where your customers are located. To do this, “Adjust the proximity to your business.” When you click and enter your business address, you can target an area 5-65 km away. Instead, “Create specific areas.” When you say you can choose a country, province or county you want.

For example; If you want to reach all of your Google ad “If Turkey can click” option from typing. If you want to target specific cities instead, you need to select those cities separately. For example; You can add these cities by typing “Istanbul”, “Ankara” and “Izmir” respectively.

  • You should create keyword themes. This ensures that the ad you create with Google searches matches. Entering keywords related to the products and services you sell helps your ads show when a search query is made on these topics. When you add one or more keywords, you can see how many people your potential audience is for a month on the right.

Google Ads offers you an important advantage at this stage: The high number of people does not affect your cost in any way.

After choosing the language in which your ad will be created, you can proceed to the next section.

  • Your ad: Once you have entered information about your business, you can start creating your ad campaign. At this point where you can create one or more ads, what you need is very simple: 3 titles and 2 descriptions!
  • When writing a title, Google Ads allows you to use up to 30 characters. When creating the title, which is an important component of the ad you wrote, you should consider the keywords you chose earlier. Thus, your Google ad reaches the right audience.

For example; If the keyword you choose for your X company that sells sports shoes on the e-commerce site is “sports shoes”, your first title may be “X Sports Shoes” or “Sports Shoes X”. In other titles, you can talk about campaigns such as free shipping or discount.

  • When you come to the description section, Google Ads allows you to use a maximum of 90 characters. You should effectively mention the opportunities that you present in the two explanation texts you will write, the distinctive aspects of your products or services. “Click now to review the sneakers models!”, “Do not miss the discount days!” such as CTA (Call to action consists of the abbreviation of the word.) You can also choose to use expressions. In this way, you can direct users who make a search query to click on your ad.

There are some important points to consider when writing your ad text:

  • You must follow the spelling and grammar rules. Use such as the “Sipor shoelaces” can cause your efforts to be wasted.
  • Punctuation marks that are not used properly or “Sneakers !!!” For example, exclamations used to attract attention may cause your Google ad to be disapproved.
  • You should not use invalid or unsupported characters such as emoji and Katakana alphabet in your ad text.
  • You should pay attention to capitalization. “Use code X2020 for 20% discount.” Type “SPORTS SHOES” to attract attention while using capital letters in coupons, such as in the example, may cause your ad to be disapproved.
  • When creating the title and description sections, you should pay attention to the use of spaces. Uses such as “women, men, kids sneakers” or “sports shoes” are not in accordance with Google Ads’ advertising policy.
  • You should not use repeated phrases, phone numbers, poor quality images or videos in the ad text.

Apart from the points mentioned above, you should make sure that your ad text is meaningful and does not contain too many expressions.

After creating the ad text, you can choose which address the ad will be directed to. Then, you can click the preview to see how your smart campaign will look on both Google Search and Google partner websites for desktop and mobile devices.

  • Advertising to Google and Cost Analysis: You can determine your budget based on both entering business information and writing the ad text to create your Google Ad campaign. But first, we need to take a look at the pricing system of the world’s largest digital advertising platform.

I have already mentioned that Google Ads works with a cost-per-click (CPC) system. According to this system, after your ad is published, you will be charged only on ad clicks, not per impression. So if 10,000 people saw your ad campaign and 2,000 people came to your website by clicking on the ad, you only pay for these 2,000 people. Don’t you think it is fair?

Now that we have explained the pricing system, there are options that Google Ads offers to you during the budget setting phase:

  • You can choose one of the budgets recommended for you. Google Ads prepares sample budgets based on how many people your ad will be shown in a month, and how many of them will click on the ad. While specifying the monthly maximum cost of the advertising campaign in its examples, it takes into account your products and services, location information, and competitiveness with other businesses. You can also choose the most suitable one among these budgets for you.
  • You can set your own budget. With this option, the maximum amount you want to reserve for a day is in the typical competing budget range, which means that your Google Ads ad will reach an estimated number of people in a month and how many ad clicks you will receive. When the amount you specify is below the competitive range, Google Ads warns you that it is difficult to get the results you want from the ads.

One of the best things about Google Ads is that it’s budget-friendly. It does not allow you to exceed your monthly cost when you choose one of the sample budgets or set your own budget. When we look at it on a daily basis, it allows you to spend under a budget determined for one day or up to 4 times. However, when you look at it on a monthly basis, you will not pay more than the determined cost. Moreover, after your ad is published, you can easily change the budget or remove your ad at any time.

  • Make Billing Settings: After entering your business information, creating ad text, and setting a budget, you need to adjust your billing settings. The steps you need to take at this point are as follows:
  • You must confirm your payment information. You can easily complete this step by selecting the country and time zone where the billing address is located.
  • You must enter customer information. After specifying whether the account type is business or personal, you need to type the business name and address. At this stage, you will appear as the “primary contact person” because you own the account. So Google gives you all kinds of information about payments. If you want, you can assign this role to someone else.
  • You must choose your payment method. If you want the payments to be withdrawn automatically from the credit or debit card you will define, you should choose the “automatic” option. You can also make these payments manually.

It is that simple to successfully complete these 4 steps! After some time experience with Google Ads, you can switch to expert mode. When you switch to expert mode;

  • Getting potential customers,
  • To direct users to discover the products or services you sell,
  • To increase brand awareness,
  • You can select targets that are not in “Smart Campaign” mode, such as promoting your Android or iOS apps. If you want, you can create a campaign without a target guide.

I have already mentioned that you will be subject to some restrictions when you select this mode and you can only use the Google Search Network. When you switch to Expert mode, you can choose Shopping, Video, Display Network, Discovery, and Application types in addition to these options.

Google Ads Ad Models

While creating your ad campaign with Google Ads, you can take advantage of different types of ads.
When deciding which ad model to choose, considering your goal will help you choose the most suitable type for you.

  • Search Network: You are actually very familiar with this campaign type. When you make a search query on Google, the links that come up with the ad tag at the top of the search engine result page are search ads.

You can choose search campaigns to increase your sales and website traffic and reach more potential customers. If you want more people to know the products and services you offer, you can choose this campaign type.

The basis of search campaigns is based on keywords. To explain the subject better, let’s continue with the example of sneakers:

A representative example. You have an e-commerce site and you sell sneakers on this site. You have decided to create ads through Google Ads to reach more users and increase your website traffic and sales. You chose search campaigns to appear on the results page of searchers by typing the keywords “sneakers” on Google. In this way, you can reach people who want to buy sports shoes, that is, your potential customers, whenever they need them.

Ranking is very important. As with organic results, ranking is very important when it comes to ads. Being at the top of the results page contributes to more users reaching your website by clicking on the advertisement. The factors that determine your ad ranking are the expected clickthrough rate of your ad, the relevance of your ad to the search query, and the quality of your landing page. These 3 factors make up your quality score. The higher your quality score, the better you will be ranked and your cost will decrease.

  • Display Network Campaigns: The ads that you see when you enter any website are perhaps display ads that you try to eliminate with Adblocker plugins. Thanks to this campaign model, Google reaches 90% of internet users on partner websites, Gmail inbox, YouTube, and mobile applications.

Display campaigns are one of the most effective and functional models of Google Ads. You can use display ads to increase your sales, reach more potential customers, increase your website traffic, direct users to discover the products and services you offer, and increase brand awareness.

The major difference between search and display ads, which are very similar to each other when it comes to their intended use, is the purchase intent that your potential customers have as soon as they see your ads. In the example of sneakers, we have said that the person who searches for these keywords on Google is very likely to buy shoes. However, someone who sees your display network campaign accidentally while spending time on the internet may not want to buy shoes at that moment. At this point, the importance of accurate targeting becomes apparent.

In display campaigns, you can target the people you want to show your ads according to their interests, demographic information and the region they live in. Moreover, you can choose when and on which web pages your ads will show.

For example, you can choose to show the display ad you prepared to direct to the website where you sell sneakers to internet users who are interested in wellness. So what do you think about advertising to the websites of gyms for your campaign? After all, sneakers are a great need for people who are written in the hall, right?

You can choose the most suitable format for you when preparing your display network campaign. You can choose from images with interactive elements and animations, images shown in the Gmail inbox or apps. Apart from these formats, rich media ads and simple text based banner ads are among the formats you can choose.

  • Shopping Campaigns: This campaign type allows you to advertise products you add after signing up to Google Merchant Center, alongside results on Google Search, on Google Images, YouTube, Gmail, or on Google’s partner websites.

You can use shopping campaigns to sell more, increase your potential customers, promote your products and drive more traffic to your website.

The first step you need to take to create a shopping campaign is to upload your product list to Google Merchant Center. Then, you must link your Merchant Center and your Google Ads account. You can then create your campaign with the benefits of Google.

You can use 3 different models for your shopping campaign. You pay per click for product shopping ads and per interaction for showcase shopping ads and local catalog ads.

Shopping campaigns contain information such as the product’s name, photo, price, and store name. In this way, internet users will learn about your product before clicking on the advertisement.

For example, let’s say you advertise a sneakers model that you sell with a shopping campaign. A person who sees the advertisement can determine whether the model is suitable for both taste and budget by looking at the photo and price. This person’s click on the ad may mean he wants to buy the product. When you think you will pay per click or interaction, does it not look better for someone with an increased likelihood to click on your ad?

  • Video Campaigns: With this ad model, you can show your campaign on YouTube, on Google video partners’ websites and apps.

You can use video campaigns to increase sales from your e-commerce site or store, reach more potential customers, attract more people to your web page, make users aware of your products and brand, watch more videos from your YouTube channel, and increase brand awareness.

Your video should be ready. To create a video campaign, you must first create a video that conveys the message you want to convey and upload this video to YouTube. Then, you should determine your target audience by considering demographic information such as age and gender, location and interests. You can also run your ad after adjusting your budget. Your video campaign will show before, next to, or search results for users to watch. You can link your YouTube channel and Google Ads account for more accurate analysis.

When you do a video campaign, you only pay when users interact with the ad. When they watch at least 30 seconds or all of your video, you are charged when they click on the companion banner or call-to-action (CTA).

When it comes to video campaigns, there are different ad models you can choose:

  • Skippable in-stream ads: You can use this type of ad on YouTube or on Google video partners’ websites and apps. Adjustable in-stream ads can appear at the beginning, middle, or end of videos. Viewers can skip after watching your video for 5 seconds. You must pay when they watch your entire video, 30 seconds, or interact with the ad.
  • Non-skippable in-stream ads: Just like skippable ads, you can choose to use this ad model on YouTube or on Google video partners’ websites and apps. These ads that Google Ads allows for a maximum of 15 seconds; is displayed at the beginning, middle, or end of videos and cannot be skipped by viewers. When your goal is to increase brand awareness, you can create a non-skippable ad campaign. You must pay each time your ad is shown.
  • Video discovery ads: When you want to promote your video content, you can choose the discovery ads that appear next to YouTube videos, in YouTube search results, and on the YouTube homepage for mobile phones. This ad model consists of a small image of your video and short text. You are charged when viewers click on the ad to view the video.
  • Bumper ads: When you want to convey a short and catchy message to viewers, you can choose this type of advertisement shown on YouTube, Google video partners’ websites, and apps. 6-second bumper ads are shown at the beginning, middle, or end of the video. Viewers cannot skip these Google advertising videos. You must pay each time your ad is shown.
  • Non-broadcast ads: Only non-broadcast ads displayed on mobile devices are used on Google video partners’ websites or apps. These videos start playing with muted audio and the audience can turn on the audio if they want. In this type of advertisement, you will be charged with the cost per thousand impressions system.
  • Masthead ads: You can use this campaign model when you want to advertise a product or service you offer, or reach a wide audience in a short time. To prepare the Masthead ad, you must first contact the Google sales representative and make a reservation. In this type of ad, you need to pay per thousand impressions or daily cost.

Application Campaigns: You can use this ad model on Google Play, Google Search, YouTube and other platforms to promote your Android or iOS application.

You can choose app campaigns to reach people who are interested in apps that are most similar to yours. This way, you target people who are likely to love your app with Google Ads. With this campaign model, you can download more of your application and increase the in-app transactions.

Google Ads helps you in creating your app campaign where you can add images and videos. Then you need to set your daily maximum budget and target cost per install. When you choose your goals, such as application installation or in-app purchase, Google Ads will show your ad to the right people to achieve these goals.

Google takes advantage of machine learning when it comes to app campaigns. In this way, it optimizes your ad, budget and bid when it reaches sufficient data for about one hundred conversions.

  • Remarketing Ads: Have you ever spent time on any e-commerce site, reviewing a product, and starting seeing ads for that product? Most likely to this question, “Yes.” You answered as. This answer means that you have met remarketing, that is, remarketing.

Using a cookie-based technology, remarketing allows you to retarget people who visit your website or mobile app after leaving your page or app. These people will see your ad while spending time on Google and its partner websites.

You can use remarketing ads to increase brand awareness and sales. This marketing model is an important strategic part of your ads.

With remarketing ads, you can target people who interact with your website or mobile app at the right time. You can show these people your ads when they are likely to purchase or actively call you. You can remind users who have added items to the cart to complete the purchase process. Google Ads optimizes your fee offer with remarketing.

You can get very useful information with the videos in the Google Ads youtube account. If you think your English is insufficient, you can benefit from subtitle support.
With Google Ads, you can choose the most suitable for you from standard remarketing, dynamic remarketing, search ads for remarketing lists, video remarketing and customer list and remarketing methods.

Read More.

About the Author

Shayan Ahmed

Shayan is a passionate Blogger who has written technology-intensive articles since 2018, is a WordPress enthusiast, Bachelor, and also read Computer Engineering. You can find many interesting articles and help here.



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