Creating Strong Google Ads

December, 2020

Google ads are part of your digital marketing strategy and maybe that’s a little scary.

Trying to get your Google ads (formally known as Google AdWords) to appear above the thousand other Google ads bidding for the same spot takes strategy, marketing smarts, and creativity. Really, you just need to know how to do it, so let’s start with the basics.

Google Ad Formats
The pay-per-click (PPC) Google ad world offers eight different formats, all costing different amounts. This article focuses on text format ads because they are the most common and easiest to use for businesses starting out with PPC ads.

Google Text Ad Components
1. Headlines - You get three of them, in a row, 30 characters each. This is the largest font of the ad, it’s what gets the attention so it needs to be creative, hit your target’s pain points, and, even more importantly, contain at least one bidding keyword you’re trying to nail down.

The first headline is your keyword-rich Google headline. The second headline is where you let people know why they should click on your ad. And the third Google headline is your call-to-action (CTA).

2. Description - This is where people read what your ad is about. You have two description fields, both 90 characters, to make it happen. Keep it simple and effective.

3. URL - This is where the ad goes from Google search screen to your landing page. Most of the time you want to have a separate landing page for your Google ad, not just your website’s home page. This creates a cohesive flow from ad to product/service, making for a higher ROI (return on investment).

Google Ad Extensions
Google ad extensions are ways your target audience can learn more about your offerings. Use these extensions to your advantage.

Callout Extensions: Potentially attract the attention of your target audience by using specific (rather than general) keywords.

Sitelink Extensions: An opportunity to provide more info about your business, services, or products.

Call Extension: Provide a phone number for quick calling.

Google Keywords
Simply put, don’t use all your keywords. First, take time to do your keyword research so you’re picking the best ones for each ad set. Start by looking at insights from your Google My Business listing and your website analytics. Make a list of the top 15 keywords people are using to land on your GMB listing and website. This is called using your search query data and it’s vital for Google ads. Google provides these keyword tips to keep you going with your ads.

Also, figure out what keywords your competition is bidding on and use those as well if it makes sense. Use brand keywords in your bidding strategy.

Include Negative Keywords
Negative keywords tell Google when not to show your ad. This saves you a lot of money because it helps keep your ad in front of the audience that will convert to clicks.

A/B Split Test Google Ads
Just like on Facebook, you must always split test your ads to see which one hits your target audience at the best ROI. The data will speak for itself, but like all things marketing, it will change. If nothing else, Google ads keeps marketers on alert as to the whimsy of its users.

And remember, like Yancey Red always says, keep it interesting. Make your Google ads about your audience, not about you.