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A Google search ad is a pay-per-click (PPC) ad that appears at the top of Google search results. These ads typically appear the same as organic results, but with an “Ad” label.
You can reach your audience online with Google PPC ads, since they appear only for specific, relevant keywords. For example, if someone searches for “wooden dresser,” they’ll be shown ads for wooden dressers.
While most paid search ads appear like organic search results, some will show an image of a specific product along with its price.
Depending on what you sell, you can create ads in either format.
How do paid search ads work?
You can launch a paid search campaign through Google Ads, Google’s PPC platform. You can also set up display ad campaigns with Google Ads.
Make sure that your keywords are hyper-relevant to whatever you’re advertising – don’t target “accounting services” when you’re advertising accounting consultation services.
Your bids tell Google how much you’re willing to pay when someone clicks on your ad. Make sure you don’t overbid, and remember your competitors are also bidding.
Google will display ads based on two factors whenever someone searches for a keyword:
- Bid amount
- Quality Score (Google’s assessment of your ads’ quality)
Your ads and landing pages can be created after you’ve set your bids. With an optimal bidding strategy and a high Quality Score, you can quickly start reaching users and increasing conversions.
As Google Ads are pay-per-click, you only pay when people click on your ads. That makes Google PPC an incredibly cost-effective strategy.
4 tips for optimizing your Google PPC ads
What are the best ways to optimize your ads now that you understand how Google paid ads work? Fortunately, there are several ways to do so.
These four tips will help you boost the performance of your Google PPC ads
1. Target branded keywords
In Google Ads, you should target keywords that help you reach the most relevant audience. In many cases, that means targeting the names of specific products or services, but perhaps the most relevant keyword is the name of your business.
Branded keywords are those that include brand-specific terms like your business name or the names of trademarked products that you sell.
You’ll reach the best audience when you target your own branded keywords, as people searching for your company name already have a vested interest in you. That makes them the most receptive audience to convert.
2. Harness RLSA
Remarketing lists for search ads (RLSA) is one of the most effective ways to target your ads to a specific audience.
This Google Ads feature allows you to target ads to people who have visited your website in the past. It tracks visitors to specific pages and then directs ads to them.
Just like with branded keywords, RLSA is useful because anyone who visits your site has already shown interest in your business. That makes them some of the best conversion targets.
3. Use ad extensions
In general, paid search ads consist of two primary elements: A title tag and a description. You can use those two elements to attract clicks, but your word count is limited. But you can use ad extensions if you want to include more information in your ad.
You can add ad extensions to the bottom of your ads in a variety of ways.
- Phone number
- Site links
- And more!
You might use ad extensions if you want to increase your chances of attracting users. Someone might not be interested in your title tag or description, but someone might be interested in a link to a specific page on your website.
4. Monitor results
In reality, your campaign is only just getting started. If you don’t monitor the progress of your ads, they won’t benefit your business.
You can view metrics related to your ads’ performance in Google Ads, such as click-through rate (CTR) and conversion rate. Keep an eye on these metrics to figure out which ads are performing well.
Underperforming ads can either be reoptimized or paused, while high-performing ads can have a larger budget devoted to them.
McSterling can help you get the most from your paid search ads
If you need help getting your Google paid search ads off the ground, WebFX can help! With over 20 years of experience in digital marketing, we are experts in Google search advertising.
You’ll receive a dedicated account representative to keep you informed of everything we do for you as part of our PPC services.
Get started with us by emailing us at firstname.lastname@example.org or contacting us online!