Comprehensive instruction: Google Search Ads (from 0 to 1)

Search Ads 2

Google Search Ads Overview

Google Search Ads are advertisements that appear in search results on Google. When a user enters a keyword into the Google search box and searches for it, Google search ads appear at the top of the search results page or in the sidebar. Advertisers usually pay for the placement of these ads, which are managed and tracked through the Google Ads platform (Google Ads).

How Google Search Ads Work

Search ad display format

Google search ads usually appear at the top of the Google search results page or in the sidebar. These ads are distinguished by a unique sign (such as the word “ad”) that tells the user it is an ad.

For example, if I search for “apple”, the one with “Ad” on the top left is a search ad, which is a sign that says “ad.”

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Composition of search ads

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The main parts of a search ad’s content are the display path, headline, description, and assets, which used to be called extensions. There are some distinctions to be made between display paths and landing pages. The landing page is the page where we place the advertisement—the page that users can access directly by clicking on the ad. For instance, the URL I’d like to use is https://www.apple.com/iphone-14-pro/. However, as shown above, the URL displayed in the ad can be https://www.apple.com, https://www.apple.com/iphone, or https://www.apple.com/iphone14, so the display path is the URL that can be customized except for the domain name, followed by the URL.

The headline is the one we write; a search ad can have up to 15 headlines, each of which is limited to 30 characters. When the system shows the headline, ads are shown. You can also make a single headline always appear.

We provide descriptions as well. Each search ad can have four descriptions, each of which is limited to 90 characters. The system also pushes the descriptions of the ads displayed.

There are various types of assets, the most common of which is the sitelink, as shown above. Sitelinks are individual links that can be added, and the user will be directed to the page we specify by clicking on the asset. There are also assets: a structured snippet, prices, a promotion, an image, and others.

Based on machine learning and ad ratings, the system decides how many assets to show, how many headlines to show (a minimum of one and a maximum of three), and how many descriptions to show (a minimum of one and a maximum of two).

Advantages of Search Ads

Google Search Ads is a type of online advertising that allows businesses to place advertisements in Google’s search results. The following are some of the advantages of using Google search ads:

Targeted Reach: You can target specific keywords and audience characteristics with Google search ads to reach the right people at the right time.

Measurable outcomes: Google Search Ads offers detailed analytics and tracking to help you understand the effectiveness of your ads and make data-driven decisions.

Cost-effective: Because you only pay when someone clicks on your ad with Google Search Ads, you can control your advertising budget and get a good return on your investment.

Increase brand awareness: Google search ads can help you raise brand awareness and drive more traffic to your website, which can lead to increased sales and revenue.

Flexibility: With Google Search Ads, it’s easy to change your campaign and budget based on what you want to achieve and how well it’s doing.

Overall, Google Search Ads are a powerful tool for businesses looking to reach specific audiences, track ad effectiveness, and drive traffic and sales to their websites.

Pre-creation of search ads

We must first make some preliminary preparations before placing Google search ads. We won’t talk about building a website, setting up an ad account, or setting up a conversion event, but here are some first steps to take, mostly for search ads. These preparations are divided into two parts: keywords and ad copy.

Keyword research

Keywords are a separate part of search ads, and because most search ads are triggered by matching keywords, the keyword part of search ads is especially important. The keywords section consists primarily of keyword selection and grouping. Keyword selection is also known as “keyword research.” Google Keyword Planner, Google Trends, and Google Images are the most commonly used tools for keyword research. These are free tools provided by Google, but there are other tools available on the market, such as Semrush, SimilarWeb, KeywordTool.io, and so on.

The keyword planner can be found in the Google Ads account backend by going to Tools and Settings—Planning—Keyword Planner.

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After entering, we choose Discover new keywords.

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Then, at Start with keywords, we enter the search terms to be used. If we don’t know what to search for, we can also use Google’s keyword suggestions by using the Start with a Website option to enter the URL of the landing page where the ad was placed. You must choose the destination nation and the associated language at the bottom of the search box.

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In addition to seeing the keyword grouping next to “refine keywords,” we can select “avg. monthly searches” to sort the keywords by average monthly search volume. When choosing keywords, we have to think about user intent, competition, search volume, and keyword precision. The keyword planner gave us the number of searches, and the number of searches is usually a good indicator of how much competition there will be. User intent refers to the user’s intention when searching for a keyword. For instance, when a user is researching a product, they may look for terms like “best + product words” or “product words + review,” but they are not necessarily looking to purchase the item at this point. When choosing keywords, we can make a decision based on the advertising objective; for example, if we want to increase sales, we should select terms that have a strong propensity to buy.

I advise using the Google Images tool if you want to be sure your keywords are accurate. You can use Google Images to search for the key and check to see if any matching images appear. Google Images’ results can show recent searchers’ preferences, but for accurate results, we must change our IP address to that of the country we are trying to reach.

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Google Trends may also be used to view recent hot topics and search queries as well as keyword trends.

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We can basically select any keywords we want using the method described above. We must group the keywords after we have chosen them. Keyword search volume and relevance are the two most important factors in keyword grouping. We should group keywords with similar search volume or the same search volume level and recommend that keywords with different volume levels be placed in different campaigns, because we can only set the budget at the campaign level.

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If the keywords boxed up above are understood to have the same search volume, we can consider putting them in the same campaign. We can create multiple ad groups within one campaign. The main factor to consider when grouping ad groups is whether the keywords are similar in meaning, which brings us to another factor to consider when grouping keywords: relevance. The goal of keyword relevance grouping is to make our ad headlines and descriptions fit the keywords better, which will make our ads more relevant. The keywords circled in red in the figure below can be used to create an ad group.

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Ad copywriting

After we have completed the keyword selection and grouping, we can prepare different ad copy for each keyword group. The ad copy consists primarily of headlines and descriptions. Each ad group can create 15 headlines and 4 descriptions, with each headline having a maximum of 30 characters and each description having a maximum of 90 characters.

We can use the following tips when writing ad headlines and descriptions:

1. Include keywords

The keyword grouping mentioned previously for pairs is also used here. We can include our keywords as much as possible in the headline and description, but it is not necessary to include them in every headline and description. Ads with keyword-rich headlines and descriptions can be more relevant. Assists in ensuring that your ad is accurately targeted to interested users and that your ad appears in search results when users enter keywords related to your ad into search engines. Can boost your ad’s click-through rate. Users are more likely to click on your ad and browse your website if they see that it contains the keywords they are looking for.

2. Include brand name

It is recommended to use the brand name in the headline and description to increase user trust and promote your brand. When users see your brand name in search ads, they may remember it, which increases brand awareness. When users see your brand name in search ads, they may believe you are a trustworthy brand, which increases their trust in the ads.

3. Showcase your unique selling points

We should try to highlight our points of difference from our competitors in the headline and description of the ad, and if we can’t find any, we should highlight our advantages. For starters, the point of difference can catch users’ attention and pique their interest. Also, points of differentiation can give users useful information and help them figure out what makes your product or service different. If your ad catches users’ attention and provides them with useful information, they are more likely to click on it and become customers. Furthermore, if your ad grabs users’ attention and increases conversion rates, your rankings will rise. This is because search engines will see high conversion rates and quality scores as signals and rank your ad higher as a result.

4. Make use of simple and direct call words

In our ad headlines and copy, we should try to use simple and direct call-to-action phrases. For example, if our goal is to get users to buy, we should use direct call-to-action phrases such as “buy it now“ to drive users to convert. Using simple, direct call-to-action phrases in the headlines and descriptions of your search ads can help you get users’ attention, make your message clear, increase conversion rates, and move up in the rankings.

5. With a different emphasis

The previous mentioned four points of focus, here to emphasize a point, are that we have many titles and descriptions; our different descriptions and headlines should have different focuses so that the machine learning of advertising series, conducive to the advertising system testing the optimal advertising copy, can be facilitated.

Search ad creation

1. Click the plus sign under the campaign level.

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2. Click on “New campaign”

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3. Choos your objective, for example: Sales

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4. Select a campaign type: Search

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5. Select the way you’d like to reach your goal: Website visits

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6. Enter the landing page of the ad

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7. If your ad account does not have conversion events, you must create conversion events for your ads.

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8. Enter the campaign name.

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9. Choose the bidding strategy

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10. Decide what you want to concentrate on, for example, conversion value.

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11. The first phase may exclude Google search partners and the Google Display Network.

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12、Enter another location

13. Enter the country/region where you are advertising

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14. Locate your target country/region

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15. Select the second location option under “Location options.”

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16. Enter the keywords you want to place

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17. Enter landing page and set display path

18. Enter the headlines

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19. Enter the descriptions

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20. Add the asserts

21. Set your average daily budget for your campaign

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Finally, click Publish to finish creating the ad.

Data analysis of search ads

Before we get into Google search ad data analysis, let’s first understand what factors influence search ad ranking.

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Max bid: The maximum amount that we are willing to spend for each ad click on a keyword level

Quality score: The score for each keyword is based on the landing page, its context, and how well it has performed in the past.

Ad rank: The score used to rank ads against each other within the bidding auction system.

Ad ranking is primarily determined by the bid and quality score. Bids are related to the ad’s bidding strategy. Bidding strategies for search ads include cost per click (CPC), enhanced CPC (ECPC), target impression share, maximize clicks, maximize conversions, maximize conversion value, and so on. Bids are mostly based on the bid strategy we choose and the target we set for that strategy.

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Ad Relevance: The relevance of an ad is used to figure out how well it fits what a user is looking for and helps show only ads that are relevant to the user. This also stops businesses from paying for ads that show up when people search for content that has nothing to do with their product or service.

Expected CTR: This is the probability that the ad will be clicked when it is displayed. We make decisions across Google based on user feedback, and the user click-through rate (CTR) is a good indicator of how users respond. It’s the same as allowing users to vote by deciding whether or not to click. This lets us find out what millions of people think and figure out which ads are most relevant to each search query.

Landing Page Experience: People expect that ads’ landing pages will help them find the information they need. The higher the ad’s rating, the more relevant the landing page is. High-quality landing pages should have unique content that is relevant to the user’s task and will help them finish it. Landing pages should be simple to use and explain the nature of the business, how the site interacts with the user’s computer, and how the site intends to use the user’s personal information in a single glance.

The quality score is mostly based on three things: how relevant the ad is, how many clicks you expect it to get, and how good the landing page is.

After understanding the factors that affect how search ads are ranked, we should look at the search term report to see if there is any irrelevant traffic or traffic that doesn’t convert well. If there is, we can add these search terms as negative keywords. We can add keywords if there are search terms that convert well.

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