A Beginner’s Guide to Google PPC

Have you ever been surfing the web and suddenly had an ad pop up for something you considered buying a few days earlier? Maybe it was a virtual conference you’re interested in attending, or the car your husband keeps pestering you about buying.

These targeted advertisements following you around the Internet don’t just happen by chance! Well-placed ads like these use data that Google collects from your web browsing activity to encourage you to click through and finally make a purchase. We call these Google PPC ads or pay-per-click. 

You’ll see these paid digital ads placed on sites all over the Internet with the target of reaching customers based on keyword search related businesses and products. And if you’re a business owner or brand, these Google Ads can be an extremely effective way to attract your ideal customers as they look for products and services just like yours. So why do you advertise with Google? And how can you know if Google PPC ads are right for your marketing efforts? 

Why advertise with Google?

Google is not only the most popular search engine – but it’s also the world’s most popular website. It acts as a gateway to everything else on the web. And when used strategically, it can be the top marketing solution for your business. Google Ads have a click-through rate of nearly 8 percent, and Google has stated that companies who advertise with them can make $8 for every dollar they spend. 

Need another reason to look into Google PPC? Other brands and businesses in your industry are bidding on the search terms and keywords related to your business. So if you want potential customers to find you instead, you’ll want to bid too. The winners of these bids will show at the top of search results pages, on YouTube videos, and relevant websites, depending on what ad campaigns you’re running. By creating an ad strategy with the help of Google, you can build brand awareness, and significantly increase your chances of acquiring new customers.

So if you want to get serious about advertising the products or services you offer, you must learn to harness the full power of ads and search. Here’s how to use Google PPC ads to reach your ideal audience.

Using PPC ads to reach your audience

There are two different types of Google ads: Google Adwords and Google Display Network.

With Google AdWords, advertisers place bids on certain phrases so their clickable ads will show in Google’s search results. Google Display Network has more than 2 million places your ad can appear, including websites, videos, and more. This array of Display Network options helps advertisers reach 90% of Internet users. (Those are pretty good odds!) You can dive in and learn more about the difference between each network right here

Pay-per-click ads are paid digital ads placed all over the web to reach customers based on specific keyword searches. So as an advertiser using PPC, you would pay per click or impression (CPM) each time someone clicked on your ad. This ad type gives you a way to buy visits to your site or product, instead of them coming in organically. So if you don’t have a large following yet or are in the process of expanding your brand, this could be a great route. 

With a bit of practice, you can use targeting to ensure your ads show up within the confines of a certain context – the places you’re most likely to reach your ideal audience. For instance, you can choose to show your ads to young moms in Wisconsin, or people interested in a new truck. There is power in knowing exactly who you want to reach. But success always begins with a clear strategy.

Refine, Refine, Refine

PPC ads don’t come cheap, so it’s important that you spend your advertising dollars in the right place. Developing a strategy that works for your brand and attracts the right audience will take time and testing. Stay patient and don’t be afraid to make tweaks and changes to your ads when necessary. (You can find some great ideas for testing your ads right here.)

Start by doing the necessary keyword research to find the keyword terms that will bring the right viewers to you. Invest time in testing ad variations, and don’t give up if you don’t see results in the first day or two. The more specific you make your PPC ads, the better, so speak directly to your target consumer and no one else, so that you attract the right people. Always begin with more than one version of your ad, which will provide you with insight when making adjustments. 

Setting up successful Google Ads is always a bit of a learning process, even for the experts. Make sure that you test and also track how your consumers are reacting. From there, you should refine, refine, refine until you have a proven ad strategy that helps you reach your desired results. 

Remember, the more focused you can make your campaigns, the more click-throughs you’ll receive to your site or product. 

Another thing most advertisers often miss? Someone clicking on your ad is just the first step! What happens after they land on your site is just as important. Are they taken to a well-designed, easy to navigate sales page?  Or are you directing them to an outdated website where it’s hard to locate the product you’re advertising? Follow the process your audience will walk through to ensure the experience is as pleasant and foolproof as possible. 

Finally, don’t just let your ads run and take a hands-off approach. Pay attention to the numbers! Over time, as you continue to refine your ads and figure out what works for you and your business, you’ll be able to gather defined data that will influence and inform your future marketing efforts. 

Are you ready to get started with Google PPC? You can start advertising on Google by opening a Google AdWords account.

Looking for an experience team that will help you develop your ad strategy? Set up your free consultation with Red Bird Social today!