How to use Google Ads

• Establish Campaign Goals

First of all, establish why are you using Google Ads and what are you looking to achieve. Brand Awareness? Lead Generation? Increase Traffic?this will determine how your campaign will be set up.

• Define Your Audience

Ask the correct questions to define your audience for example, Where the customers are buying this type of product? What are their needs?What devices are they using to buy this type of product or service?

• Do a Keyword Research

Research what are the most relevant keywords to your audience and business. You can use research keyword tools to find them. This may take you a few hours but it's an important aspect of your campaign, Make sure to revise the following aspects.

• Analyze Your Competitors

It is important that you can analyze what keywords are your competitors using and who is on the top targeting the best keywords. Pay attention to their ads, offers and products.

• Set Your Budget

After you have completed keyword research and analyzing your competitors, it's time to set the budget and bidding ask this question, How much can I pay for each click? This decision needs to be according to the main goal. In case you want to increase conversions, then you may choose keywords with a high conversion rate.

• Landing Pages

Having a landing page that is correctly set up and well designed will give the expected results. Try to update your landing pages as much as possible, offer something different and unique, and remember to give the visitors exactly what you are offering in your ad.

• Google Ads Account Structure

Campaigns: Each campaign will contain ad groups, keywords, and landing pages. The budget is set up at this level.

Ad Groups: These ad groups are inside of a campaign these groups are more specific and contain the keywords and landing pages.

Keywords: Keywords are in each ad group, can be words or phrases that appear on the ad.

Negative Keywords: These are keywords that help you to stop your ads from being shown to people who will never buy.

AdText: This is the text that your ad contains and this helps your ad to appear when the keywords are searched.

Landing Page: This is the URL that appears when someone clicks the ad.

• Create Your First Campaign

Now you know about the Google Ads account structure it's time to create your first campaign. Make sure to check the following items:

1. Type

2. Location & Language

3. Bidding

4. Budget

• Create Your First Ad Group and Text Ad

This ad group needs to contain keywords and specific landing pages related to the topic for this ad group.

Then create each ad adding the keyword you are tracking, include compelling headlines and a call to action in the ad.

• Tack Conversions

Track your result, this is one of the final and important steps, depending on your goal to track sales, conversions, clicks, email subscriptions. Then make the necessary adjustments to your campaign.

• Try Remarketing

The remarketing will allow you to keep your product or service near to your possible customers if they don't purchase the first time by showing the ad in other places.

• Optimization

The best way to determine what ads are effective and what are not is by testing everything, the A/B tests can help us to determine what strategy performed better, by doing this the test allows us to copy our ad and the landing page by adjusting bidding.

• Data/Testing Journal

After you complained about all the data, it's time to take advantage of it, the results obtained will guide you to the next steps. Creating a Testing Journal will allow you to have all the information recorded in one place, this is very helpful when you are making decisions for the future.

• Why google ads is an effective channel?

Google Ad is:

1. Scalable: Google ads allow you to appear on the top of the searches by using the right keywords.

2. Measurable: It's very easy to measure Google Ads and it is one of the most measurable platforms.

3. Flexible: You can set up your campaigns based on your needs and make changes if your need to.

4. Faster and Easier than SEO: Usually it is because Google Ads gives you faster results than the organic searches.

• Last considerations for the keyword selection

  1. Ask the correct questions: Where the customers are buying this type of product? What are their needs?.

  2. Use Long-Tail Keywords: These tend to boast lower search volume and are less competitive.

  3. Use research tools to find the right keywords: Some examples of research keywords tools are: Semrush and Raventools.