As kids (OK, sometimes even as adults), most of us are terrified of those animated Halloween props we see in dark, creepy haunted houses. But when someone turns on the lights, the fear vanishes. Once we see how a prop works (e.g., where the pneumatic joints are, how the trip sensor works), our opinion of it instantly shifts from scary to cool.
Likewise, if you’re leery of Google Ads, it might just be because you don’t fully know how they operate – or what to expect when you run a campaign.
It’s time to face your fears!
Google Ads are a remarkably powerful marketing tool. So, let’s flip on the lights, explain how they work behind the scenes, and shift your opinion of Google Ads from scary to cool.
If you’re completely new to the concept of pay-per-click (PPC) advertising, you may want to read these resources first:
- This post contains a quick primer on Google Display Ads.
- This post explains the concept and uses of PPC advertising.
How do you get started with Google Ads?
You open a Google Ads account. Go to the Google Ads home page, fill out the form, and then complete the verification process.
How do you set up a campaign?
Once you create and verify your account, you’re ready to start building a campaign. As an advertiser, you must:
- create your ads;
- identify the keywords you want to bid on;
- decide how much you want to spend; and
- create keyword groupings that are tied to each ad.
How much do you have to spend?
Many factors, such as your industry and the competition for keywords you select, impact the cost of your campaign. You can use Google’s Keyword Planner to get estimated average cost-per-click (CPC) amounts for your campaign. Rest assured, you only pay for results – such as when someone clicks on your ad and is directed to a page on your website.
When are your ads shown to users?
Your ads are displayed when they win a position in a Google auction. An auction happens instantly in the background when a user types a search query and hits the Enter key. If advertisers like you are bidding on keywords Google deems relevant to the user’s query, it triggers an auction.
Based on your keyword relevance and the maximum bid you’ve set up, you may win a position in the auction – and if you do, your ad is displayed above organic listings on the user’s search results page.
All of this occurs automatically, in a fraction of a second, without you lifting a finger!
Still a little scared of Google Ads – but interested in learning more?
We’re here to help! Contact BARQAR’s performance marketing experts today, and let us demystify the process and create an ideal PPC campaign that generates real marketing results for your business.