How To Advertise On Google Search – The Google Search Network can help potential customers who are having trouble finding your website online, including customers who are not actively searching for your products or services.
We’ll talk about search network campaigns, text ads on search results pages, how to optimize those ads, and troubleshooting tips and tricks.
How To Advertise On Google Search
Google Search ads may appear on the Google Search Network and other networks, such as the Google Content Network or the Google Shopping Network. In this article, you will learn how to manage your campaign when advertising on the Google Search Network.
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When you advertise on the Google Search Network, your ad will appear near the search results when someone searches for your keywords.
In this article, you will find a complete guide to the world of Google Search Ads. You will learn everything you need to know about Google Search Ads to become a PPC hero.
Conversion Tracking will generate HTML code in the Conversions section of your Google Ads account that will be inserted into your website’s landing page immediately after your lead reaches a conversion event (eg Thank You Page, Order Confirmation, or Thank You Email).
2. Create a campaign and choose a goal: Choose the one that best matches your goal Create a new campaign 2.0. Go to Campaign section ➜ ＋ CREATE NEW CAMPAIGN 2.1. Choose a goal to make this campaign a success
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NOTE: I recommend opting out of Google search partner sites and the Display Network. This means that your ad will only appear on the Google Search Network.
3. Target and Audience: Choose the people you want to reach 3.0. Enter a name for your campaign ➜ Choose a target location
❗ Make sure you check the option: People in target location or Frequent people. Otherwise, your ad will be visible to everyone in the world who is interested in your target location.
You can skip this section if you don’t want to redirect users who have previously visited your website. This is called a remarketing list for search ads (RLSA).
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Remarketing Lists for Search Ads (RLSA) is a Google Ads feature that allows advertisers to tailor their search campaigns based on previous visits to a website (or app) and the pages a user has viewed.
4. Budgeting and Bidding: Deciding How Much You’ll Spend and How You’ll Spend it 4.0. Set an average daily budget for this campaign
If you’re starting a new Google Search campaign, I recommend starting with Manual CPC bidding to give you more control over your bid costs.
Once optimized and sometimes running, you can switch your campaign bids to an automated bidding strategy as follows:
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Enhanced cost per click (ECPC) can help you get more conversions than manual bidding. ECPC works by increasing the max. CPC bids on clicks are more likely to result in conversions and lower your maximum rate. CPC offers clicks that are less likely to convert. This feature will help you increase conversions and get more value from your budget.
Google ads work in an auction system, so the price fluctuates depending on the number of advertisers’ bids.
When the bid is high, the ad is more likely to convert to a sale and thus generate a good ROI, so you can bid higher (not guaranteed).
NOTE: Some extensions may not be available from the start, such as image extensions, which are available after spending a certain amount of time, 90 days of activity, and a good history of policy compliance.
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A Google ad campaign can contain one or more ad groups. Ad groups are designed to group related keywords and help you write specific ads around common keyword groups.
User intent is an important consideration when creating ad groups. Ideally, you should have separate ad groups for keywords with purchase intent and keywords without purchase intent.
TIP: Avoid including too many keywords in your ad group, as this will make your ad group look cluttered and unfocused.
Keywords are words or phrases used to match your ad to the terms people are searching for.
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The keyword match type specifies that the keyword must match the user’s search query in order for the ad to be included in the auction.
So you can have multiple options to show your ads to a wider variety of user searches or use exact matching to filter specific user searches.
The broad match syntax includes only keywords. Below is an example of how a broad match works.
The sentence syntax is to put quotes around keywords, such as “tennis shoes”. Here’s an example of how the word works:
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Mark the appropriate one in brackets, such as [red shoes]. Below is an example of how exact matches work.
In the past, if you had several relevant keywords and none of them matched the search, your ad rank would determine which keywords to serve. Google now considers relevance signals in addition to Ad Rank when choosing which keywords to use.
Relevance is determined by looking at the value of the search term, the value of all keywords in the ad group, and the landing page in the ad group.
Only relevant broad keywords from the most relevant ad group will be considered. Ad Rank is then used to determine which keywords to choose among multiple keywords with similar relevance.
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If you have an exact match or phrase match keyword that you think is more relevant than this broad match keyword, the exact match or phrase match keyword will be selected.
If you have an exact match or phrase match keyword that is considered similar or less relevant to this broad match keyword, there is still a chance that the exact match or phrase match keyword will be selected if your ad ranks high.
If you have a large number of matches and/or match phrases and no keywords match, keywords with higher ad rankings will be selected.
For example, let’s say someone is currently searching for “fast sushi delivery near me”. For example, you have the words “fast sushi delivery” and the term food delivery. In this case, phrase match keywords will be chosen because they are more relevant, even though they have a lower Ad Rank compared to broad match keywords.
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These rules ensure that the most relevant keywords are always ranked, so you can more easily use broad match keywords and stay in control.
Based on the latest Google update, Google now recommends grouping keywords into thematic ad groups so that your ad appears in the desired ad group.
For example, your business offers food delivery and the most popular search categories are sushi and pizza.
This structure gives you more control over which keywords match your search query, especially when using multiple keywords. It can also help reduce the complexity of campaign optimization: by ranking for the most relevant keywords for each search, you don’t have to do extra work to track where the traffic is in your search campaign.
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Once you’ve created your Google Search campaign, it’s a good practice to add negative keywords. It is important to identify and eliminate keyword searches from your campaign that will not return your investment.
The main reason not to include negative keywords in your campaign is to prevent your ad from appearing alongside irrelevant or offensive search queries.
For example, high-ticket ads targeting affluent consumers may want to eliminate terms like “cheap,” “free,” and “no strings attached” from appearing in their Search Network campaigns by adding negative listings. This action will prevent your ad from appearing next to these terms.
7.0. Go to the Keywords section ➜ ＋ Negative Keywords ➜ Add negative keywords or create a new list
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By avoiding paying for useless clicks, you’ll save money by eliminating searchers that aren’t relevant to your business. You can also avoid bidding on yourself, confusing comments, and flooding keyword-level data.
Prospects need to see your ad at least seven times before they become customers, for remarketing to past visitors to be effective.
1. Go to the Tools & Settings icon in the top right corner of your account ➜ Shared Library 2. Tap Audience Manager ➜ Audience Source
If you decide to install your own tags, copy the provided tags and insert them between the tags on each page of your website.
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You only need to install the global site tag once per account, and it works in both the remarketing event section and the conversion event section.
Create a remarketing list for RLSA 1. Go to Shared Library ➜ Audience List ➜ Remarketing 2. Click the plus icon ＋ Remarketing Button to create a remarketing list.
The most common practice for remarketing lists is to retarget people who have visited your unsubscribe page but not purchased your product.
These instructions assume you’ve already created the search campaigns and ad groups you want to use for your remarketing lists.
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