When it comes to online search engines, Google undeniably reigns supreme. According to
Oberlo, people input 99,000 searches each second of the day and by using Google Ads
(formerly Google AdWords), you can start to utilize this huge stage to advertise your
products and services.
And with this latest iteration, it has never been easier to faster to create targeted online
advertising campaigns which can show your business to your target customers and audience
demographics. With smart ad campaigns, you can take advantage of cutting-edge Google tech
to support your business growth and increase profits.

What are Google AdWords / Google Ads?

Google Ads is the advertising service provided by Google directly which will allow your
business to advertise your company and services to searchers who have input searches for
related items and products.
Using Google AdWords you can display your ad copy on the Google website, applications,
and partner websites. Using powerful and responsive search ads technology, Google will be
able to connect your AdWords ads to potential customers when they are inputting search
terms, looking up videos on YouTube, searching for nearby businesses on Google Maps, or
downloading a new app through the Google Play store.
This opens up a fantastic opportunity for business and website owners whether they are
looking to advertise a local service or a business offering global delivery. You will be able to
use Google Ads accounts to develop effectively targeted, and profitable Google Ads that
provide the best ROI for your time and money by showing your business to people who are
specifically looking for the products and services you offer.

What are the potential Benefits of a Google Ads Campaign for your Business?

Advertise Directly To a Large Audience on the Most Powerful Search
Platform

Your Google Ads will be shown to a large audience of interested people who have input a
search term that is relevant to the products and services you offer. This means that the sales
conversion rate for your advert is likely to be increased and you don’t waste time and money
using adverts that are being shown to the wrong people.

Target Your Ads So They Are Shown Only to your
Business Demographic

You can use Google Ads to create specifically targeted ads that will be shown to people
interested in your business niche and products. You can use relevant keywords to make sure
that your ads are only shown to people likely to be interested in your product.
Your ads can also be shown to people who are close by to your business location, being
displayed on google search, display, and map networks. As well as choosing the location, you
can also select the target age and language of your potential customers.
Other ways to target your ads include selecting what devices your ad appears on and whether
you want to show your adverts on certain days or at certain times.

Promote Your Products Across a Variety of Platforms and Devices

When you advertise with Google you will be able to promote your products on search engine
results, YouTube searches, and partner platforms whether they are accessed on laptops, PCs,
tablets, or mobile devices. Advertising with Google will increase your reach while ensuring
that you are still targeting relevant potential customers.

Only Pay When Potential Customers Take Action on Your Adverts

If you are worried about spending big on a Google ad that doesn’t provide any results, then
you can relax! Google implements a Cost per click policy, so you are only charged when
someone takes action on your ad by clicking it. You can also set maximum limits on your
monthly spending to make sure that your advertising stays within your marketing budget.

Track the Success of Your Ads and Analyse Your Conversion Performance

Once you set up a Google AdWords campaign, you need to be able to track its success to
assess your ROI (return on investment) and make adjustments when needed.
Google AdWords analytics will allow you to track how many people have clicked on your ad
and the actions taken after that click. You will be able to see how many clicks led to a sale,
download, or customer contact. You will also be able to see how much that action has cost
you.
Using this detailed data, you can easily see which advertising approaches lead to the best
conversion rates and see where you are getting the highest level of return on your advertising
spending. You can then choose to discard ineffectual campaigns and further develop avenues
and approaches which bring in the most profits.
Google Analytics will also give you valuable data about your customer’s shopping habits,
including how they research products and how long the customer journey was before they
made a purchase.

Closely Manage and Monitor Your Google AdWords Campaigns

The Google AdWords campaign structure will allow you to easily monitor and manage your
advertising campaigns. You can access all the analytics and data you need on your dashboard
anytime you need to and can pause or adjust your advert at any point.

How Are Google Ads Different From Google AdWords?

Google AdWords has been available for almost 18 years now and the most recent upgrade –
Google Ads has been updated to reflect the current popularity of video streaming and mobile
use amongst the population. People are no longer restricted to searching for products on their
PC or laptop. Instead, they watch videos, browse for services, and stream content on their
mobiles as they go about their day. Google has adjusted its advertising service to reflect these
current trends.
Google Ads will now help you to connect with your potential customers across all different
channels and formats of Google and at various stages of their customer journey towards
buying your product or service.
Using Google AdWords, you can set up an advertising campaign, budget, and target
demographic to ensure you have the most effective return on your investment.

What are Google Ads Smart Campaigns?

Smart Google AdWords campaigns are the new default setting on Google Ads and have been
created to support the promotion of small businesses. Google Advertising technology will
allow you to tailor your advertising journey to help you meet your business objective and
aims. These Smart Ad campaigns put these three goals at the core of their innovative
technology:
 Get people to visit your business.
 Convince people to call or message your company.
 Encourage the online purchasing of your products.

You can use smart Google AdWords to create advertising campaigns centred around these
objectives to produce the best possible results.

How Do Google Ads Smart Campaigns Work?

You simply need to set up your business goals when you set up your advertising campaign
and Google will use its tech to develop Google AdWords campaign structures so that your
adverts are presented so they have the best effect.

How to Create Text Ads in Google Ads?

So, how do you get started utilizing Google AdWords Ads to increase traffic to your website
and visits to your store? Below you will find a clear guide to how to create Google Ads
quickly and easily start using Google’s tech and audience to draw new customers to your
business.

Google AdWords Ads are Focused on Keywords

The first thing to know when you are starting to advertise on Google is that the Google
AdWords campaign structure centres around keywords. These are the words and phrases your

customers are most likely to input in the Google search bar when looking for a product or
service you offer. For example, if you run a plumbing company in Cape Town, then potential
customers may input searches for “Plumber Cape Town” or ” Cape Town Plumbing Service.”
When you set up Google Ads campaigns you will create a specific offer from your company
and choose the best-targeted keywords which are relevant to the Ad. If you choose your
keywords wisely, the next time a local customer inputs a term related to that keyword phrase,
your Google Ad will appear on the SERP (Search Engine Results Page.)
To make sure that it is your business and not a competitor that appears at the top of these Ad
results, you will need to use a successful bid strategy in the Google Ads Auction.

What is the Google Ads Auction?

The Google advertising platform will show the Google Ads which have the highest Ad Rank
scores related to each input query.
If you make sure that you bid on keywords that are relevant to the searches your customers
are inputting, your keyword selection (and related ad) will be entered into the ad auction for
the search.
To decide where the ad will appear in the Google Ads campaign structure, Google measures
the relevance of your keyword to the input search and give it a Quality Score.
Google will then multiply this Quality Score by your set maximum bid to get a Google Ad
Rank Score result. The highest Ad Rank scores will be shown on the search results page, with
the highest result appearing at the top.
To make sure that your company’s ad is appearing at the top of the Google account page, you
need to make sure to come up with a winning bid strategy.

How to Create a Winning Bid Strategy for Google Ads?

In order to ensure that adverts for your business are being shown to your target customers,
you need to optimize both the Quality Score for your keyword and your bid amount. The
higher the result of these two factors, the better visibility and positioning for your advert.
Here are the factors you need to consider when optimizing your Ad Quality Score:
 How relevant is your Google AdWords Ad to the search queries your customers will
input?
 What is the relevance of your Google keyword to your overall Ad Group campaign?
 How relevant is your ad to the content on the landing page it leads to?
 The success so far of the Ad’s CTR (Click-through Rate)
 How successful has the advertising been on this Google account historically?
Google wants to keep its customers happy by showing only the most relevant and helpful
results for their search. So, you need to make sure that your overall ad campaign is structured
with this in mind.

What are the Benefits of a Google AdWords High-Quality Scores?

If you use Google analytics and keyword research to select the best possible keywords for
your niche which are relevant to your company and ad offer, you can benefit in two
particularly important ways:
 Improve Online Visibility for your Business. If you develop high-Quality scores for
your ads, then you will be rewarded with a higher result on the SERP page. Higher
results should result in higher click-through rates as long as your offer is attractive to
your target audience.
 Lower CPC Costs. A high-quality score will also be rewarded with a lower CPC
(cost per click) for your ad, which will reduce the overall cost of your advertising
campaign.

How Much Does a Google Ad Cost?

So now that we have looked through the basics of how a Google AdWords campaign works
and how to create an ad that will rank high on the Google search network – you will probably
be wondering how much this exposure is going to cost your business.
Well, there is no set cost of Google Ads, they will vary depending on a variety of factors.
These include how many other people are competing with you for ads containing the same
words, where your business is located, and how successful your previous campaigns have
been.

You Can Manage Exactly How Much You Spend Each Month

But the good news is, you will only be paying for results! Cost-per-click advertising means
that Google will only charge you when a potential customer acts and clicks on your ad to get
to your website or contact your company.
You can set a budget for your campaign, marking a maximum total amount you are willing to
spend on the campaign. This will help you to keep on top of your advertising costs and make
sure that you don’t go over your monthly budget.
When you input your preferred maximum spend, Google Ads will show you how many clicks
you can expect to attain with your campaign. You can choose to adjust your maximum
spending based on this data if you need to.
You also don’t have to commit to any kind of long-term contract when using Google Ads and
can pause or adjust your campaigns any time you want to.

How to Create an Effective Google Ad That Converts?

To get the best possible return on your investment, you need to have a Google Ad that is
relevant to your target customers and includes an attractive offer to entice them to engage
with your company. Here are some key factors to keep in mind when crafting your Google
Ad.

Make Sure That Your Keywords Are Relevant to Your Ad and Business
Niche

Use SEO keyword research to produce a list of relevant phrases and words which are popular
with customers interested in your products and services. As we have discussed above, the
relevancy of these keywords will affect how high your ad ranks on the SERP.
When crafting the text copy for your ads, make sure to include a keyword that is relevant to
your potential customers. For example, if you are selling protein powder online, you would
include phrases such as “Buy Protein Power”, or “Free Delivery on Protein Powder,2
depending on the results of your research.

Create Engaging, Dynamic, and Human Copy

AI automation and copywriting bots may save time, but they are unlikely to be able to match
a well-researched and individualized advertising message crafted by humans! Most potential
customers will be off-put by bland and generic copy – keep your text human-generated, with
an eye to your brand identity and SEO rules in mind.

Always Include a CTA – Call To Action

To create a successful advertising campaign on Google, you need to place a clear Call to
Action in the text, to give your potential customers a clear pathway to engaging with your
company and buying your products.
Use dynamic and action-led phrases such as “Contact us today,” “Book Now” or “Get your
Free Quote today.”

Include Your Unique Selling Points in Your Ad Copy

You need to give your customer’s a reason to choose your company above the competition.
And you can do this by highlighting one or two unique selling points in your ad copy. If you
provide a uniquely expert service, incredibly competitive pricing, or quick emergency call-
outs – emphasize this in your ad copy. Give your customers the motivation and information
they need to pick your ad over the others on the page.

Pay Attention to Google Data and Make Adjustments When Needed

It’s not enough to come up with the text for your Google Ad and then sit back and wait for the
profits to roll in. You need to assess how successful your ad is and whether you need to
adjust your wording to increase how effective your campaign is.

Summary – What is Google AdWords and How Should
Do you Use It?

increase your online visibility and improve your profits. To ensure that a Google AdWords
campaign is as successful as possible you should make sure to follow out hints and tips above

and ensure you use text and keywords which increase your chances of customer conversions
and improve your profits.