Google Ads is a service from Google that allows you to customize your selective advertisements. Thanks to Google. It manages to attract exclusively targeted visitors to the resource. Pay only for clicking on the link, the number of impressions is absolutely free (well affects the perception of the brand). It is possible to precisely target the display of ads, including in different languages.
A Guide Setting up Google Ads
Representatives of the corporation claim that the procedure is completed in 25 minutes. It's true, just follow the recommendations below – and you will not have any problems with setting up contextual advertising.
Creating an account: Your account can be created at ads.google.com. Just click the “Start” button and specify the minimum information: username and password in other Google services (for example, Gmail). If you do not have a Google account, you can use any other email. In the future, this information will be used to access your account. Once registration is completed, you can enter your personal account. To do this, go back to ads.google.com, enter your name and password, and then click “Sign in”.
The choice of the target audience: One of the most important stages that cause the most questions for those who want to learn how to configure contextual advertising. It’s necessary to set targeting, i.e. who will be shown the ad exactly. If you haven’t done anything like this before, you can simply indicate the country, region (city) and select a language. In the future, when you will better understand the issue, it will be possible to make clarifications.
To start the setup, click “Create your first campaign”, name it and specify the appropriate parameters in the “Location, languages, demography” section. Here you can configure not only the country or its regions but also the age of potential customers.
Budget settings: Here you must indicate how much you are going to spend on contextual advertising daily. Several items are available. You can also specify the exact cost in a special window. Not sure what the budget should be? In this case, start by specifying the minimum amount, and then, analyzing the information, increase the cost.
Adjusting the cost of a click: One of the main sections is “Bids and Budget. ” For the first time, it is recommended to pay attention to the option “Automatic bidding. ” There you can indicate what maximum amount you are willing to give per click. This means that for each visitor who came to the resource through an ad, you will spend no more than the specified amount. Usually, the cost is lower than the parameter indicated here.
The system is designed to choose the lowest price for you. However, keep in mind that if you bid too low, you won’t be able to reach your desired impression level. Learn the results and change the cost depending on the success of the campaign.
Creating ad groups: You can create an entire ad group for a specific product, and Google Ads will automatically select different ads from it. Why is this convenient? You can experiment by identifying those options that most effectively affect users. Ad groups are a good way to choose the right ad. It is recommended that you create groups for all advertised products. Indicate in the settings keywords that will accurately describe the product. For example, if you are setting up a campaign for an online camera store, create groups for each category of equipment: a separate one for digital cameras, a separate one for analogue cameras, etc.
Development of announcements: The most important moment. When setting up an ad, you must specify what it will be called, write a brief description and the address of the page to which the user will go. These parameters can be changed at any time. For your ad to achieve its goals, carefully write the text for it. It should include prices, information about promotions and special offers, calls to action, keywords and, of course, links. It is recommended that you link to the page of a specific product, i.e., a separate page should be prepared for each ad unit. Remember: it’s better to say “Buy pipes” than “We sell pipes.”
Keyword research and selection: This option determines whether the user sees your ads. It is recommended to use phrases that consist of 2-3 words and describe the product exactly. No “blurry” descriptions! For example, the word “pipes” acts worse than “PVC sewer pipes”. Keywords must be combined with the ad text and appear on the page to which the link leads. The number of keywords depends on the features of the campaign. First, it is recommended to pick up 10-20 options. Google Ads allows you to change their number at any time. There is also a special tool that will help you choose the right options and check their popularity.
Creating additional options for ads: Theoretically, you can do without this stage, but it is better to pay attention to it. The fact is that for each group you can create several ads that will help you find the most effective of them. The system will automatically select what causes the most transitions. Adding is carried out in the Campaigns tab in the right panel – your ads are placed there. To add a new one, use the “New announcement” button. It is important to remember that you can change the displayed text at any time. Analyze the available information and work with the text to achieve a result.
The input of payment data is: carried out in the tab “Payment”. You can choose a payment method and indicate whether you are an individual or a legal entity. Here you can use gift certificates.
An interesting feature is setting up negative keywords for which your ad will not show. For example, if you sell sofas WITHOUT delivery, specify “delivery” in the list of negative keywords. In this case, you will be contacted only by those customers who are ready to come for the goods themselves.
The system provides an option to take into account user preferences. By default, it is activated. This means that ads will be displayed to visitors to different resources, depending on their search queries. To disable the option, click the checkbox “Do not take into account user preferences”. You need to do this if you are selling complex, highly specialized products, for example, web servers or professional lathes. It makes no sense to show ads on their sale to culinary site visitors.
Now you know how to set up Google Ads.