Ultimate Guide to Google Ads for 2020

Ultimate Guide to Google Ads for 2020

Google Ads is an advertising platform that helps to connect potential customers who are looking for a product or a service to the advertisers offering the same. This is a great platform that enables advertisers to offer their products or service to the most relevant customers at the crucial stage of their purchase funnel.

Where are Google Ads shown?

Google Ads are shown widely in two networks; Search Network and Display Network. Search network comprises of Google Search, Google Play, Google shopping, Google maps, and Google search partner sites. The display network comprises more than 2 million websites it uses to reach 90% of people on the internet including Gmail, YouTube. Basically, with the help of Google Ads, an advertiser can reach his/her customer pretty much anywhere on the internet!

What are the various ad formats available?

 Google Ads provides you ad formats to choose the right format for your business and make compelling ads, ad format provided by Google Ads are:

• Text Ads
• Image Ads
• Responsive Ads
• Shopping Ads
• Call only Ads

How to Structure A Google Ads Account?

Campaign

Every campaign of Google Ads should have always a unique objective. A campaign has to be created for every product or service that your business offers. A campaign consists of a collection of many ad groups. Following settings are available at the Campaign level;

Type of campaign are Search Only Campaign, Display Campaign, Search with Display Select, Call Only Campaign, etc.

Ad Group

Ad Group contains a set of many keywords and ads. There are many to structure your ad groups. Some of the widely followed methods are;

• Structure ad groups based on the set of keywords which have a similar theme
• Structure ad groups based on the subcategory of your product or service
• Structure ad groups based on the different location where you want to show your ads
• Well, organized ad groups will help you to serve the most relevant ads for the search query.

Keywords

Keywords are the foundation of a Google Ads account. Keywords are always grouped into Ad groups based on their theme.

It is impossible to list all the exact keywords your customers search in the account. Hence, Google Ads has provided various keyword matches to ensure to reach as the broad or as the specific audience as you want.

Ads

In every ad group, you can have more than 1 variation of an ad. Various ad formats are made available based on the type of campaign. It is advisable to have at least 3 ads per ad group and keep optimizing the performance of ad groups by experimenting with new ad copies.

Google has a very stringent ad policy that an advertiser needs to accept. Every ad is reviewed by Google Ads before publishing.

How Google Ads Works?

It is very essential to know how Google Ads works. Always when you search on Google, most often you will be shown 4 ads on top of the page. These 4 ads have overcome other competitors in the ad auction to secure their position.

What happens in Google Ads Auction?

Whenever a search happens in Google, Ads takes into account all the advertisers who are bidding on the keyword and calculates Ad Rank for the keyword.

Ad Rank = Quality Score of Keyword x Bid.

Quality Score is the aggregate score that is given to a keyword-based on 3 factors; Ad relevancy to the search query, landing page experience and expected click-through rate (CTR).

Those ads which are above the ad rank threshold are only selected to be shown in the search result. The Position of ads is decided based on the ad rank – the first position to the highest ad rank & last position to the lowest ad rank.

Benefits of Advertising Online with Google Ads

Advertisers have been exploiting Google Ads since 2000 and benefiting their business enormously. There are numerous benefits of advertising on Ads. I have narrowed down the top 4 benefits on my list;

• Measure Everything
• Capture Right Audience at the Right Time
• Re-marketing
• Reach Potential Customers on Display Network

Google Ads benefits are many. You might discover a new benefit every day. The key to success in Google Ads is an effective utilization of the platform, measurement of the performance and data-driven decisions.