The little Google Ads Guide 2020

The little Google Ads Guide 2020

What are Google Ads?

Google Ads (formerly  Google Adwords ) is by far the most popular SEA system in the world and is constantly being expanded by Google and optimized with new applications. Billing is optionally based on Pay per Click ( PPC ) in the Google Display Network ( GDN ) but also via CPM (per thousand impressions).

Google Ads Guide

Have you created many AdWords accounts, and are you already a professional, or are you just starting? Do you know the most important things to consider if you want to be successful with Google AdWords? If not, you’re in luck because we’ll tell you.

1. A Google email address for all logins

Our customers often have problems logging into different AdWords accounts. An old account is still floating around somewhere, but you would also like to use the email address in the new account. If you then insert the email address into the new account, AdWords will not work. So how is it going?

Google takes the approach of being able to use all services with a Google account. You can operate an AdWords account with the same email address, along with with with a Merchant Center, Google Analytics account, Gmail, YouTube, and so on. However, you cannot save the same email address in two AdWords accounts. If you have multiple accounts, you also need multiple email addresses. Here you can create a new Google account for your AdWords account. If you have multiple AdWords accounts, you can also manage them together in a common manager account, the AdWords Multi-Client Center (MCC). With the MCC, you can quickly switch between multiple AdWords accounts without having to log in again.

2. Create a Google AdWords account

Once you have a Google account, you can create your AdWords account. We recommend that you create a regular AdWords account and not an AdWords Express account to be able to use the full range of functions and to have full control.

Think in advance about which currency you want to use in the AdWords account because you cannot change it afterwards. A bank account or credit card is available as payment methods at the beginning. Google charges costs in increments of $500. From a monthly budget of at least $5000 and a term of at least three months, you can apply to Google for invoicing. You will then be granted a credit line by Google and will receive an invoice with a payment term of 30 days at the end of the month.

In addition to setting the correct means of payment, you should link your AdWords account to Google Analytics right from the start. Google Analytics is free and works perfectly with AdWords. If you link both accounts, it is possible to see all important performance data from AdWords in Analytics to analyze AdWords in the marketing mix of all your online channels.

3. Define goals and strategies

Before you start building the content of the AdWords account, you should define your goals precisely to design a suitable strategy.

The following questions need to be answered:

  1. Would you like to sell products or acquire new customers for your services? (Sales or leads)
  2. What can a sale or lead cost to be profitable?
  3. Do you see AdWords as a pure sales channel or as an investment opportunity to grow?
  4. Would you like to invest in branding with AdWords to increase your brand awareness?
  5. How scalable is your business? With AdWords, you can easily reach a large number of users and quickly increase your sales.
  6. In which countries do you want to start using AdWords?
  7. Who is your target group? How far can you specify them? Are there any restrictions, according to industries or professional groups, interests, age, or gender?

4. The correct targeting of your campaigns

As soon as you are clear about which target groups and markets you want to conquer and how progressive or conservative your investment strategy should be, you can start building AdWords campaigns.

  1. Campaigns in Google Search

Search campaigns form the basic structure of an AdWords account in 99% of cases. They are very performant and often make up the majority of the budget. It is, therefore, important to use the right keywords and to build them well segmented in a scalable structure. When searching for the right keywords, you should stick to your product or service as closely as possible to get relevant keywords and thus relevant search queries. Research search volumes with the Google AdWords Keyword Planner and create both longtail and shorttail keywords.

Work with the keyword generator of Smarketer cover to get to longtail keywords in different combinations and so different spellings of searches.

Permutation, i.e., the combination of different orders of single words of a longtail keyword, increases your search range.

Avoid broad keywords. Unlike broad modified, broad keywords also allow synonyms. That means, flip-flops become tuxedo shoes. This will ruin your entire campaign structure. So just leave broad out.

If you initially have a small budget but are active in a very large market with very high search volumes, then focus on longtail keywords. Here you get the best performance for your money.

  2. Campaigns on the Google Display Network

The display network is very powerful for advertisers. With AdWords, you can achieve enormous reach. You can reach over 90% of internet users with the display network, in addition to Google Search traffic. Display advertising has a similar effect to television advertising, except that it is more measurable and scalable on a smaller budget.

If you want to strengthen your brand, you can invest in your presence and awareness with display advertising. Also, sales and leads can also be generated in the display network. Especially for service providers who can afford a CPO higher than $20 to $30, the display network often serves as a profitable performance channel.

Targeting, i.e., targeting relevant target groups, is just as important in display advertising as in Google search. The counterpart to the keyword planner for the search is the display planner. Use it to find your relevant target groups. You can find it in your AdWords account under Tools. You can also use your advertising banners and text ads in the display network together with remarketing to target visitors to your website again. 

  3. YouTube

YouTube is the second-largest search engine in the world after Google. Around one billion unique visitors use YouTube. The playback rates grow annually in the high double-digit range.

More and more users with specific intentions to buy inform themselves on YouTube. Information that is decisive for the purchase of products and services is collected. Companies are increasingly using YouTube to market themselves and present products and services in one channel.

Companies impart added value to the user and thereby testify their competence to potential customers. With AdWords, it is possible to advertise your channel or website directly on YouTube and to expand your customer base. You can also get ideas for suitable targeting from the Display Planner, which is integrated into AdWords.

5. Structure Campaigns

You now know what AdWords offers and how many targeting there are. With this wealth, your AdWords account can get very large. A good account structure is, therefore, worth its weight in gold. It creates clarity and is, therefore, easy to control. However, it is also scalable, and individual areas such as brand traffic, generic traffic, display, or search traffic can be well optimized and reported with the appropriate structure.

Therefore always separate search campaigns and display campaigns. Do not use the preset campaign type “Search campaigns with display selection”. And read our blog post on the right campaign structure for further information.

6. Design text ads and advertising banners effectively

There are also several things to consider with text ads. Here you can get a lot of performance or just leave it behind, both in terms of click prices but also the conversion rate. The top priority is: be relevant in addressing customers, be creative, and stand out. For text ads on Google Search, you must write your keywords in the ad text as well. Do this as accurately as possible.

Because you create an identity between the search query of the user and your advertisement. The user will find exactly what they googled on in your ad. A perfect “match” is created. The click-through rate (CTR) increases. Your account’s Quality Score will also increase as Google views your ads as more relevant. You now have to pay lower click prices for the same ad position and save budget. Google invests its sales in the satisfaction of its users if it suits you waives costs for relevant text ads.

In addition, write your USPs and a call-to-action in the ad and link as deeply and precisely as possible. If possible, use all available ad extensions to enlarge your ad and provide it with additional information. This also has a positive effect on the quality factor and increases visibility. 

Also, use mobile ads to be more relevant on your smartphone. Traffic on smartphones and tablets is currently moving past the desktop. Get involved!

Always create advertising banners in the corporate design of your website. When you look at your advertising banner, users get a first impression of yourself. Stick with it, so that the user does not have the feeling of being on a completely different page. Communicate your offer to avoid wastage. And use a call-to-action!

7. Use Google Shopping

For retailers, Google Shopping is a very important campaign type. This shows potential buyers the product with a picture and price. Users see your offer in detail before they click on it and before you even incur any costs. This regularly leads to higher conversion rates than with normal text ads. Unfortunately, it does not make text ads extra, but it is an important addition. Make sure that you can offer competitive prices since you are in direct price competition with shopping ads.

The basis for Google Shopping is a data feed that you have to export from your backend and store in the Google Merchant Center. Google will then crawl your data feed and compare the content of the feed with suitable search queries. This way, no keywords have to be stored in Google Shopping. Optimize your data feed according to the guidelines and recommendations of Google if you want to be played optimally. To be even more successful, you should combine Google Shopping with remarketing.

8. Remarketing

The most valuable user group is the one that has already visited your website. Therefore, use remarketing to address this group again. You can combine remarketing in search with text ads and Google Shopping.

Use it in the display network and place banner and text ads to reach potential buyers again. Remarketing can also be used with YouTube. Anyone who comes to your site a second time has a much higher interest in your products and services. Read here how remarketing works.

9. Optimize campaigns and save costs

Optimize your account constantly. How to increase performance and save costs. AdWords offers a wealth of data and setting options. You can book well-performing keywords or exclude inappropriate or unprofitable keywords. Use the advertising time planner, segment your locations and remarketing lists and control your bids according to the end devices of the users, i.e., desktop, tablet, and smartphone.

Test your ads regularly with new variants to increase the CTR. Check the impression share of your ad groups and campaigns to play high-performance ads even more frequently and to gain more market share as an advertiser. Pay attention to seasonal factors in your industry and the associated willingness to buy of your users.

10. Grow with AdWords and open up new markets

With our tips, nothing stands in the way of your successful business. Therefore the motto can only be: Think Big! Open up new markets and scale your company. Google is the most widely used search engine almost everywhere in the world. Google is where your buyers are. This makes AdWords your first choice to enter new markets.

If you use AdWords in different countries, please create your own campaigns for the respective countries. Even if the same language is spoken in the countries. The competitive situation varies from country to country, and so do the click prices. Google Shopping has country-specific details, so campaigns are mandatory here. Read more about internationalization with Google Shopping here; You can also manage budgets and reports more easily with segmented campaigns.

If you’re unsure where to go first or next, Google can help. With the free Global Market Finder, you can compare the most suitable search terms for your business internationally and thus analyze market sizes and intensity of competition.

Due to cultural peculiarities, individual product groups in the respective countries are often in varying degrees of demand. In the screenshot above, you can see that the ratio of table lamps and ceiling lamps in the UK is exactly the opposite of that in the US. The explicit demand for ceiling lamps in the UK is even higher than in the USA. Would you have suspected that?

11. Conclusion

If you want to make money on the Internet, you can’t avoid Google AdWords. There is no other way to immediately and scalably lead users and customers to his website. Search engine optimization (SEO for short) takes much longer to take effect. Get started tomorrow with AdWords. Features like Google Shopping or remarketing are not possible at all with SEO.

But be careful. Get involved with AdWords and invest time and attention in building and optimizing your AdWords account. The same applies here: “Time is money.” And the time it takes to work carefully and steadily on your account costs you money. Therefore, we hope that our Google AdWords Guide has helped you a little bit, to know the many possibilities of AdWords and to use them to get the most out of your business.