Google Ads is something that a huge amount of businesses (both large and small) often ask us about. Allocating budget to ads is something most businesses find difficult initially. Questions such as ‘Where do I start with online advertising?’ & ‘How much should I spend?’ etc often arise at the start. However, like many things making the first step is the toughest, so here are 5 tips to get you started with Google Ads.
1) Stay away from display ads for the moment
I wouldn’t suggest anyone beginning in display ads if your budget is tight. Display ads impact can be minimal for a smaller company.
2) Clearly define your keywords with goals in mind
Set a clear plan out of who you are looking to target. Try to understand how you expect them to find your business and develop your keywords from there.
3) Understand the match types
When you’ve planned out your strategy and therefore your keywords, it is important that you understand how you want those keywords to be used.
- Exact match – “With exact match, you can show your ad to customers who are searching for your exact keyword, or close variants of your exact keyword.” This can often narrow your reach on search but be more accurate in targeting.
- Broad match – “When you use broad match, your ads automatically run on relevant variations of your keywords, even if these terms aren’t in your keyword lists.” This can cause your ad to be used out of context which can increase costs.
- Phrase Match – “With phrase match, you can show your ad to customers who are searching for your exact keyword and close variants of your exact keyword, with additional words before or after.”
4) Understand how your budget is spent
When you’ve set your budget it is important to know that Google may spend more money at certain times. Google wants your campaign to succeed and therefore, through all the data they have, they will make decisions for the best outcome of your campaign.
So with this in mind, it is important to note that Google will spend more money on some days than others knowing that it is a better time to show your ads to people. However, they will not spend over the total budget given to the campaign. So don’t panic, the budget you give is the only money spent.
5) QA your copy and test for performance
Now that the scary part is over it’s time to write the ad. Don’t get lazy with your ad copy. Make sure you don’t have any slip-ups in spelling and punctuation.
Along with this, don’t be scared to test new things. You can always go back if something doesn’t work, but if it does work, you save money and improve performance. Learn from the reports Google provides you, and make decisions to improve things based on them. Not all of your new ads will improve your performance, but then this is something you will now know for future testing.