Google Ads (Formerly Google AdWords) ads and your products and services; You can introduce it to your target audience with controllable, measurable, efficient and result-oriented advertisements. You can increase your profitability by structuring and improving your Google Ads strategy in line with your return on advertising spend (ROAS) . At Poligon Interactive, we are well aware of the importance of return on advertising spend (ROAS) for your business. We efficiently evaluate the advertising budget you set in order to attract qualified visitors to your site and ultimately increase your sales. Our goal when managing Google Ads is to use the existing budget more effectively. Digital marketing as Poligon Interactivewithin the scope of our solutions; We offer a transparent, result-oriented Google Ads advertising agency service whose success is constantly increasing. We aim for the highest possible conversion rate (CR) by providing a higher clickthrough rate (CTR) and lower cost-per-click (CPC) . Our Google Ads agency services:
STRATEGY CREATION
- Setting campaign goals
- Audience review
- Reviewing competitor ads
- Determining the campaign budget
CAMPAIGN PREPARATION
- Identifying keywords
- Identifying ad groups
- Planning demographic targeting
- Planning interest targeting
- Planning your geographic targeting
- Planning ad placement targeting
ADVERTISING
- Preparation of advertising texts
- Preparation of call to action texts
- Preparation of landing pages
- Creation of A/B test versions
- Broadcasting of advertisements
ADVERTISING MANAGEMENT
- Cost-per-click (CPC) analysis
- Click through rate (CTR) analysis
- Conversion rate analysis
- Return on ad (ROAS) analysis
- Examining ad quality scores
- Analysis of A/B test results
- Making the identified improvements
Google Ads, the name and benefits of which you have started to hear frequently lately, maybe because it seems too complicated and too detailed to you, can be briefly described as Google's digital advertising program .
Today, when businesses turn to digital marketing to reach new customers and grow their businesses, Google Ads are perhaps one of the most important parts of digital marketing. Google, where approximately 61 thousand searches are made per second, and where people worldwide search by specifying what they are interested in, where they want to go, what they want to buy, what they want to learn, has created the world's largest market by evaluating this data. When businesses and brands want to take part in this market, they can achieve their goals with Google Ads ads .
In order to ensure that you can convert your advertising investments into income by creating successful ads with Ads; We will try to explain to you the most frequently asked questions about Google Ads (Formerly Google AdWords) ads with simple explanations. In this article; “ What is Google Ads?” , “ What are the Google Ads advertising terms?” , “ What are Google Ads ad types?” , “ How is remuneration done?” and you will find answers to questions like these.
Ways to Succeed with Google Ads
You are new to digital marketing and want to know what it is and even know how to be successful with Google Ads (Formerly Google AdWords). So, first of all, we will tell you about the basics of digital advertising, how to create a Google Ads campaign and how to improve the result with these campaigns. This information:
- What is the Place of Google Ads in Digital Marketing?
- How to Use Google Ads in Digital Marketing?
- Google Ads Campaign Setup
- Writing Effective Google Ads Ads
- How to Perform Google Ads Performance Analysis?
- Editing Your Website for Google Ads
- Google Ads Guidelines
We will examine under the following headings.
What is the Place of Google Ads in Digital Marketing?
Digital marketing is an investment you make in your business. In order to use your advertising budget wisely and achieve your marketing goals, you should first make sure that you have the necessary equipment, and then start advertising with Ads. We will discuss and explain this basic information about Ads in items. However, it should not be forgotten that digital marketing is a very broad and constantly evolving concept. Here, we will only touch on the part that is related to Google Ads. If you want to examine in detail and get information, it will be enough to browse our site.
Advertising online with Ads allows your business to reach new customers in exactly the right place, at the right time, and on the right devices.
Let's say you are advertising any of your products or all of your services with Google's digital advertising platform Ads. When a user searches Google for words related to your ad, your ad may appear at the top or bottom of the Google search results page with an ad tag. Whether your ad will appear above or below the search page; How relevant your ad content is to the user's search is determined by your bid and several other factors.
On the search result page, organic search results are shown in other sections of the page, except for the section where the ads are located. These are free links to websites that contain content directly related to the product or service the user is searching for. The more relevant the site is to the search term, the higher it will appear in the search results rankings. In order to ensure the visibility of your website in the listing in this area, it is sufficient to have a strong site in terms of SEO .
Advertising your products or services with Google Ads will not increase your website's ranking in organic search results. The fact that you are advertising with a high budget can only affect your ranking in the ad results, that is, it can change the ranking between you and other advertisers, and it will not affect the organic search results. In listing according to organic search results; The only factor that determines ranking is how relevant your site is to the search word.
Ads allows you to reach the type of potential customers you want with the target audiences you set for your ads, and to filter the ones you don't want.
In the Google Search Network, in your ads that you want to appear next to the search results, you can target more accurately by using relevant keywords to target users who search for terms related to your ads, and you can ensure that your budget is used efficiently.
If you want to advertise on websites called Google Display Network, where Google ads are published, you can target the people you want to reach based on their age, type of site they visit and their interests.
Now let's look at the other key advantages of advertising online with Google Ads (Formerly Google AdWords):
Budget Control
When you want to place Google Ads ads, you do not pay a certain initial fee. Ads doesn't expect you to invest a certain minimum budget and then spend that budget on your ads. You decide how much you want to spend and only pay when a user clicks on your ad. This also makes Google Ads ads accessible to businesses with limited advertising budgets. Of course, for beginner advertisers, Ads makes some budget recommendations. The proposed budget is related to the breadth of the targeted audience. By keeping your ads under control, it is possible to see how your budget is spent and, if necessary, to improve your advertising to increase the efficiency of your spending.
Delivery Order Control
You can quickly check the effectiveness of your ads and easily make changes to change the results. Your potential customers may not like the texts you have prepared for your advertisement by making the right choices. Perhaps you will need to change your call to action. This type of small changes that you will make to make your ads more interesting can increase the efficiency.
Area and Device Selection
You can reach your potential customers on computers, tablets, mobile phones and even through apps. Knowing your customers' device usage habits will help you in this regard.
Appropriate Options
It is possible to apply ad types suitable for your purpose in Google Ads ads. If you want your customers to call you, you can add a 'Call' button to your ads or you can place video ads to promote your products.
How to Use Google Ads for Digital Marketing?
We have examined the basic information about digital marketing, the advantages of digital marketing and whether websites are suitable for this marketing, up to this part of our article. Now, let's take a look at the details about Google's digital advertising program Ads (Formerly AdWords).
How Does Google Ads Work?
When a user searches for terms related to your products or services on the Google search engine, or visits a website with content related to your business, your Ads ad can be shown to that user. So, how does this process work?
Find Keywords to Connect with Your Customers.
The words or phrases you choose about your products and services while creating your Google Ads campaign are called 'Keywords' . Keywords are terms or descriptions that your potential customers are most likely to use when searching for products or services similar to yours.
Your keywords must be compatible with the ads you create. To increase the likelihood that your ads will show when a user searches for similar terms or visits a website with relevant content, you should choose the keywords that are most relevant to your products and services.
For example, if you sell shoes made of genuine leather, you could use the phrase genuine leather shoes sale as one of your keywords, along with an ad promoting the sale of genuine leather shoes. When a user searches Google for the phrase genuine leather shoes sale or a similar term, your ad may appear next to Google search results or on other websites that sell genuine leather shoes.
Take Action And Enter The Ad Auction.
How does Google Ads decide which ads should be shown out of multiple ads for the same product? Imagine having a lightning-fast ad auction every time users search on Google or visit a site that displays Ads (Formerly AdWords) ads.
Ads calculates a score, called Ad Rank, for each ad in the auction. Ad Rank determines your ad position and whether your ads are eligible to show. The ad with the highest Ad Rank will appear in the top position and this rating will determine the rank of other ads.
Your Ad Rank depends on three factors:
- Bid: The maximum amount you are willing to pay for a click on your ad is the bid you place on Ads for that ad. However, once your ads start running, you'll often find that the amount you pay is less than this amount. It is possible to change your offer at any time.
- Ad quality: Google Ads not only takes into account the interests of advertisers, but also acts very sensitively so that users do not waste time and reach the most relevant result for their searches. It looks at how relevant and useful your ads and the website you are referring to are for the user who sees it, and makes an assessment of the quality of your ad. This rating is called Quality Score. You can monitor your quality score from your Ads account and try to improve it.
- Expected impact of your ad extensions and other ad formats: When creating your ad, you have the option to add extra information such as a phone number or add more links to certain pages on your site. Ads call these ad extensions. How relevant these extensions are to your ad is measured by the number of clicks by the users, and the higher the result, the higher your ad will be in the rankings.
Know How Much You Will Pay For Your Ads.
Your Ads budget is under your control. Only you decide the average daily amount you want to spend. Your ad may be more popular some days of the week, and these days Ads allows you to exceed your average daily budget by 20% so you don't miss out on those valuable clicks. With the balancing made by reducing the maximum budget on other days when the interest is low, it is not allowed to exceed the budget you set for the entire campaign period.
When you choose 'Cost-Per-Click' (CPC) bidding for Ads ads, you only pay when users show interest and click on your ad and visit your website. You pre-determined; The highest amount you are willing to pay for a click on your ad is called the 'Maximum cost-per-click bid'.
How to Choose the Right Google Ads Campaign Settings?
To start showing Google Ads (Formerly Google AdWords) ads, you first need to create a campaign in Ads. Issues such as the amount you want to spend and the choice of places to show your ads are determined when creating the campaign.
Define your marketing goals.
You have to make some important choices when creating your Ads Campaign. Having a clear marketing goal in mind is important when making your campaign decisions. Once you define the goal you want to achieve with your ad campaign, it will be easier for you to choose which Ads features to use to achieve your goal.
Some of the marketing objectives that businesses frequently use are as follows;
- purchasing on your website,
- visiting the website,
- Performing transactions on your website (For example, filling out a form),
- Phone your business
- see your ad,
- Visiting your business.
Generally; It is recommended that you create a campaign for each of your business goals and product lines. Let's say; You have an online store that contains only men's clothing products. You can prepare a separate campaign for jackets and a separate campaign for trousers.
Choose the type of your campaign.
The first thing to do when creating a new campaign is; is to make a choice regarding the type of campaign.
When determining the type of your campaign; If you want your ads to be shown to other websites with content related to your business or the industry you are in, other than users searching for your products or services, and to reach users who visit those sites, you should use the Search Network campaign type with Display Ad Selection. By choosing this type, you can potentially show your ads to the widest audience. The Search campaign type with Display Select shows your ads on the Google Search Network and selectively on the Google Display Network.
- Google Search Network – Your text ad may appear on Google and Non-Google Search partner sites when users perform similar searches for your products and services. People are more likely to click on your ad because they're interested in something similar to what you offer. For example, if you use the term children's birthday cakes as a keyword, your ad may appear next to the search results when someone searches for that phrase on Google.
- Google Display Network – Your ad is automatically matched to websites and other placements, such as mobile phone apps, that display Ads ads relevant to the page's content. For example, if you use the term children's birthday cakes as a keyword, your ad might appear on a cake-making blog.
If you want to gain brand awareness, using the Google Display Network will be a good option for you because you can use interesting photos and promotional videos in addition to text ads on the Display Network.
Choose a location for the region where your ad will be shown.
Determining an area according to the region your business serves and targeting the people living in this region is an element that increases your advertising efficiency. Whether you are a large brand that provides global services and operates all over the world, or a small business operating in a single county… Using location targeting in Google Ads (Formerly Google AdWords), you can determine the area where you want your ads to be shown and prevent your ads from being shown to people outside of your target audience. .
With the Google Ads location targeting feature;
- custom field targeting,
- Targeting specific cities or regions in a country,
- Targeting an entire country
- Targeting multiple countries at once
You can determine the target area where you want your ad to be shown by using the options.
Set your bid and budget.
For your Google Ads campaign, you should first create a budget by considering how much you want to spend. Considering that the duration of the campaigns may differ, some campaigns will last for a week, and some campaigns will last for a month or a certain period, we recommend that you set your budgets on a campaign basis in this direction.
- Bid strategy
- daily budget
It is up to you to decide which of these two options is the most suitable for your campaigns.
Choose your bid strategy.
Most new advertisers use cost-per-click (CPC) bidding. We mentioned earlier that cost-per-click bidding means you only pay when users click on your ad. The higher your bid for cost-per-click and the more relevant your ads and keywords are, the more likely your ad will appear in a higher position on search pages.
The choice you make when using your bid strategy depends entirely on how experienced you are with Ads or whether you have enough time to constantly monitor and manage your bids. You can manually manage the cost-per-click bid, increase or decrease it according to the auction that occurs during the publication of your ad, or you can choose a click cost to run your ads in this way.
If you don't have some experience with Ads or don't have a lot of time to devote, you can use the Maximize Clicks bid strategy to let Ads manage your bids and not exceed your daily budget. When you choose this strategy, Ads will ensure that you get the most clicks from your ads.
You can use Manual CPC Bidding to set your own CPC bids by creating individual ad groups or keywords. We reiterate our warning regarding this offer. Manual CPC Bidding is suitable for both timely and experienced advertisers who can regularly check their Ads accounts, analyze results, and adjust their bids to re-adjust their bids based on the performance of their ads.
Set your daily budget.
The daily budget is the amount you want to spend on average in a day, determined by the purpose and importance for each of your campaigns.
If you have set a monthly advertising budget for your campaigns, you can determine your daily budget by dividing your monthly budget by 30.4. The number 30.4 is the average number of days in a month.
Google Ads ensures that your ads are seen by as many people as possible until your daily budget runs out. The number of people that can be shown may vary depending on the days of the week. Depending on the density of customer traffic suitable for your Ads targeting, it may exceed the daily budget by 20%, but by balancing this value during the campaign, it ensures that you do not exceed your budget at the end of the campaign.
How to Create Effective Google Ads Ads?
There are 2 basic conditions for Google Ads (Formerly Google AdWords) ads to be successful.
- Creating an effective advertising campaign,
- Monitoring, measuring and improving results.
To create effective advertising campaigns, you must do the following:
Create ad groups.
Once you've decided on your campaign-level settings, the next step is to determine how to create your ads to show to the right customers. Before creating your ads, you should create your ad groups.
Ad groups are the places where the texts of the ads are written, the keywords that users use in their searches and that will trigger the ads are selected. Each campaign must have at least 1 ad group and at least 1 ad in each ad group.
If you want to try different messages in your ads, you can create more specific ad texts using multiple ad groups. In such cases, Google Ads helps increase efficiency by serving the best-performing ad version.
Edit your account.
If you edit the campaigns and ad groups in your Google Ads account, it will be easier for you to target your ads only to users who are looking for the products and services you offer. This arrangement helps increase your return on investment. The arrangement we are talking about here is the creation of campaigns and ad groups according to the service type and product category.
Write effective ads.
Most companies that are new to Google Ads ads use text ads alongside search results on the Google Search Network and on sites with relevant content by choosing the Google Display Network. All of these ads are ads that promote the products and services you offer and are the voice of your business. To get clicks by engaging, you need to write relevant and even unprecedented ad copy for what your potential customers are looking for.
It would be wise to create 2-3 different variations of your ad for each ad group and evaluate which ads are performing better, and use similar texts in your future ads.
What are the standard components of text ads?
1. Having a catchy headline
2. Redirecting to a suitable landing page,
3. contain a description of what the ad is about,
4. Highlighting what makes you different from other advertisers
5. Contain a clear call to action,
With your text ads, you should give your customers more reasons to click on your ads. If you apply special prices or promotions to advertisements, you must specify them in the ad text.
Google Ads asks advertisers to capitalize the first letters of all words in the title and description text to make their ads more eye-catching and readable.
Take advantage of ad extensions.
For your ad to stand out, you must also try to use at least one of the ad extensions in Ads. Ad extensions give your potential customers extra information about your business through your ads. By clicking on these extensions, your customers can easily reach the phone number of your business or a specific page on your website that you want to forward. Adding extensions to your campaign or ad group costs you nothing. However, since Ads ads charge per click, you will be charged if your customers click on these extensions instead of your ad. You can use as many extension types as you want, and Ads chooses which extensions to show for each search query.
Choose the right keywords.
To start building a keyword list for one of your ad groups, you must first determine the theme of your ad group because the keywords you choose will determine which product your ad relates to.
For your ads to work best, you should choose between 5 and 20 keywords in each ad group, and after your ads start running, you should evaluate the performance of your keywords and make the necessary changes or updates to improve performance.
You can use Keyword Planner to get the best keyword ideas for your ad and traffic estimates for those words.
You can expand or narrow the potential audience of the keywords you choose for your ads that you believe are the phrase that best describes your product, to get the most out of your budget.
After you prepare your ads, determine the keywords and put them on the air, in addition to monitoring the performance of your ads, you can also list the search terms that trigger your ads using Google Ads and keep the performance under control. If, during this check, you notice that your ad is also showing in search results that are not valuable to you, you can add these terms as negative keywords. Negative keywords prevent your ads from showing to searchers using those words or phrases, so you only pay for ad clicks that will actually get you doing business. Ads showing the best results in Ads have been analyzed to have at least 3 negative keywords added per ad group.
How to Perform Google Ads Performance Analysis?
You have set your campaigns, determined the ad groups, and written your ad texts appropriately and opened your ads to be shown to your target audience. After your ads start running, your Google Ads account (Formerly Google AdWords) starts collecting data about how your ads are performing.
It is recommended that you check your account at least once a week to find out which ads and keywords are performing well or not and make any necessary adjustments.
There is a lot of data you can access with Google Ads, but you can review the most important analyzes in the order given below:
1.Choosing an analysis level
Your account in Ads; You can see performance statistics at the levels of campaigns, ad groups, ads, keywords.
2.Choosing a date range
No matter what level you are in your account, it is possible to see its performance within a certain date range of your choice.
3.Compare data
Statistics tables in Ads contain different types of data about your account performance. Knowing what this data means; It helps you both to improve the performance of your live ads and to be successful in new campaigns that will be created later.
Key Google Ads concepts used in analytics:
impression
Impressions are the number of people who show your ad. Impressions are a simple way to measure whether your customers see your ads, as it represents the size of your audience. You can view the number of impressions of your campaigns, ad groups, ads and keywords.
Click
Clicks are the number of users who see your ad, showing how many clicks on your ad and visit your site. Click count also helps you understand how attractive your ad is to users who see it, because highly relevant, well-targeted ads are more likely to be clicked. You can view the number of clicks your campaigns, ad groups, ads and keywords received.
click rate
Click-through rate is the percentage of users who click on your ad after seeing it. This is an important indicator of the health of your ad. It shows how engaging your ads are and, as a result, how many people visit your site. On the Search Network, a CTR of 1% or higher is generally considered good. You can view the CTR of your campaigns, ad groups, ads and keywords.
Average cost per click
Average cost-per-click shows the average amount you pay users per click when they click on your ad. The average cost-per-click is usually lower than your initial cost-per-click bid.
Avg. of campaigns, ad groups, ads, and keywords. You can view its TMB.
Ad clicks that convert to customers
After you publish your ads, they start to be shown to the target audience you set, and then clicks come. It is important to know how many of the clicks your ad receives turn into real customers. This is where conversion tracking comes in.
Conversion tracking
Conversion tracking tells us what the customer is doing on the site after clicking the ad. It is a free Google Ads (Google AdWords) tool that provides information about whether they have purchased the product, signed up for the newsletter, or filled out the contact form. Ads only charges per click and does not charge you for any number of actions your customer takes on the site. When you track these actions, called conversions, you can clearly see which ads, which keywords or which campaigns brought you customers.
You can determine how long it takes for a click to count as a conversion, how you count your conversions, and the value of a conversion to you by customizing your conversion tracking options.
Optimization
The statistics tables in your Google Ads account give you all the options to give you the data you want to know. You can make your Ads tables as simple or detailed as you want, in line with the information you want to know or need about your business. To make your online advertising investment as sensible as possible, we recommend that you regularly check the performance of your ads and keywords and make adjustments to improve performance.
Editing Your Website for Google Ads
Why is digital marketing done?
The answer to this question, of course, depends on the purpose. However, whatever the purpose is, when it comes to digital platforms, all the work done is finalized on the website. We would like to explain this issue with examples.
– Let's say you have an e-commerce site and you advertise for product sales. The 'Buy' button that you will add to your Google Ads (Formerly Google AdWords) ads will direct those who click on the ad to the product page on your site.
– You have a chain of stores and you want people living in that area to easily access the address information of your newly opened branch. It will be correct for those who click on your ads to land on the page of your new branch on your site.
– You need information about your potential customers and you want to get them to fill in the form, of course you will redirect to the form page…
It is possible to multiply examples and produce different scenarios for different purposes.
You have used digital marketing to attract users to your website, but if your website does not have a design that will encourage users to do business with you and does not contain the information they want to reach, we can say that your digital marketing budget cannot be used efficiently.
What are the elements that make a website 'fit' for digital marketing?
– Clear and eye-catching titles,
You need to have a distinctive address so that customers visiting your site will quickly know that they are in the right place. Open address, according to statistics; It shows that customers stay on the site longer and do not leave the site without performing a valuable action for the business. We recommend that you check not only your site address, but also the addresses of the pages of each product, and update them if necessary.
– Tabs that provide easy navigation to other pages,
Tabs on your site where you categorize your product groups or services and place them in an area where the user can easily see them help your potential customer see the product that he or she may be really interested in and perform the desired action, no matter how and for what reason they come to your site.
– calls to action,
Calls to action are messages that tell your customers exactly what you want them to do on your site and how they will do it. Examples of calls to action are 'Buy Now' or 'Buy Now' buttons that lead to an action page, or 'Call Now' buttons next to your phone number that encourage a call.
These types of messages allow you to direct the user to visit your site. If you have clear goals, your visitors will act in line with your goals.
- Images,
Using introductory or descriptive visuals about your products and services will attract the attention of site visitors and increase their interest and trust in the product.
– Information about products and services (benefits and explanations),
Your website should definitely mention the benefits that users will get when they buy your product or use your service. Make sure the benefits are on your site in clear language and easy to read. Itemize if necessary.
Make sure that the descriptions of products and services and information about benefits are up-to-date.
- Videos,
Today, we know that the content that attracts the most attention of users is visual content. Include videos on your site that describe you or your products to engage your customers and get them to contact you. However, too much media content will negatively affect your site speed. If it is a late opening site; will cause visitors to leave your site immediately.
- Customer comments,
The comments made by your customers, who have purchased and used your products and services, are the most curious subject for your potential customers. Users of the product want to know whether they are satisfied or not. Allow your users to comment on your site.
- Contact information,
Making sure your site visitors reach you easily is the best way to build trust and increase transparency in terms of potential customers. The address and telephone information of your business on your site should be up-to-date, accurate and detailed. On this page, you should especially benefit from the Google maps page.
– Search box,
Your visitors may want to visit other pages for different needs, apart from the page they landed on with a Google Ads advertisement. In order to respond to such needs, you should add a 'Search' box to your site. Make sure that the search box is in the same place and easily found on all pages of your site.
If your business also provides services outside of your website, such as social media or 'Google My Business'; You should make sure that your site is suitable for all devices at all times. Mobile compatibility for sites is a must for the period we are in.
Google Ads Guidelines
When advertising with Google Ads (Formerly Google AdWords), it is important to determine the right strategy and make the right application about both your site and your ads. Here are some Google-based resources you can refer to:
Advertising Guidelines
- Contents
- Inappropriate content
- Trademark help for advertisers
Ad format technical guidelines
- About text ads
- Requirements for image ads
- Requirements for video ads
- About mobile ads
Site guidelines
- Links
- Landing page quality
- Malware
- Serving multiple ads
Content guidelines
- Online advertising content guidelines
Account guidelines
- Suspension of accounts
- Ad serving
In this article, we have explained the basic information about Google Ads (Formerly Google AdWords) and the most used terms. As a Google Partners agency, we are ready to work with you if you are interested in Google Ads ads for your business and if you think that advertising requires professionalism.
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