Think about it, you have a product or service and you want to market it, but you still don't know which way to go about it.
You think of a thousand possibilities to have more visibility and you don't know which is the best option, our advice is: if you need quick results, invest in Google Ads.
Why? Firstly, because you need to attract customers. This is essential for any company that wants to maintain good financial health. Attracting new customers is the lifeblood of every company.
In the days of traditional marketing, TV, radio, newspapers or magazines were the main channels for attracting people's interest in products or services launched, through advertisements.
Today, advertising on digital channels is a very effective way to increase a company's visibility and attract new customers.
In Brazil, Google's search engine represents 92% of internet search traffic. People search for just about anything, which is why your company should advertise on Google Adwords.
People search for countless topics, as diverse as the galaxy, all topics are researched on the internet.
These can be topics related to education, curiosities, music or even searching for products or services that will meet their needs.
Certainly, topics related to your business are also searched for daily, so why not take advantage of that?
Google Adwords: How does it work?
First of all, what is Google Adwords? In translation, Ad is advertisement and words are words. But in reality, Google Ads is a tool that allows you to advertise (or create sponsored links, to use terms typical of the digital age) on various platforms.
Some of these platforms on which your ad may appear are from Google itself, such as the searches you do daily on the Google search engine, whether to find out more about a subject or to buy something online.
The Google network is made up of Google search engines (Google.com.br), Google's own websites, such as Google Maps, and so-called search partners.
These partner sites represent a true network of displays and applications that provide advertising space for your ads. Another channel that also allows ads through Google Adwords is YouTube.
In other words, through Google Adwords, you have the search network, applications, display network and YouTube to create your sponsored links. These channels can attract qualified visitors to your website, which will enable more views and, consequently, more sales.
In the search network, when someone searches for a topic, a page known as “Search Results” will appear, the Google SERP, which is where your ad or sponsored link will appear. And these ads are appearing more and more in the search results, pushing the organic result further and further down the page.
This means that the Adwords space has grown more and more in the Google search engine, which greatly favors those who are willing to advertise there.
Another way to see an ad on Google Adwords is when you visit a Google partner blog and find an ad banner somewhere on the page. You may have also seen, when you search on YouTube, that before the chosen video appears, or even during its display, ads appear in that space.
Google Adwords, what is it?
Google Adwords (Adwords.google.com) is a type of pay-per-click advertising, created in 2000, but which has seen dizzying growth in recent years.
How to advertise correctly?
Each platform has its own set of ad types. Let’s take a look at each of them:
Research Network
No Google Adwords, Keywords determine which ads will be displayed. These ads appear at the beginning and end of the SERP (Search Engine Results) on the search results page. A small caption “Ad” reveals that it is a sponsored link.
Here the advertiser only pays when the person clicks on the link, and it is very useful for reaching people looking for solutions, products or services.
Display Network
On websites, blogs, news pages, ads here enable special options for targeting, keyword, demographics and remarketing.
It is graphic advertising that can be done through banners (images, animations and special layouts), text boxes, personalized ads in Gmail, which go directly to users' message boxes, and applications for mobile devices, such as smartphones and tablets.
Youtube
These are the ads that we see before or during a video search on YouTube. Here, the audience can be selected by location, age, gender and several other types of targeting.
Here the advertiser pays when there is some type of interaction. In other words, if it skips before 30 seconds, the advertiser doesn't pay anything.
Apps
This type of ad is excellent for those who are already within the rules of Mobile First, which helps promote companies that already have their websites adapted to mobile devices.
But how do you create your first campaign?
You may be wondering: do I need a Google Adwords course to create a campaign? Of course, having a specialized professional for your media plans is always useful, but no, you don't need a Google Adwords course.
First of all, you need to have a Gmail account to log in.
Google Adwords is a type of auction, where advertisers offer money in exchange for clicks, but Google also combines other factors to rank the position of ads. In other words, the ad needs to be good.
To achieve this, Google uses Ad Rank, which is made up of Quality Score x Bid (Maximum CPC). For Quality Score, there is a score from 1 to 10, made up of click-through rate (CTR), relevance and target rate. Together with the bid, all of these factors will determine the placement of the ad on Google Adwords.
So, realize that although it's not that simple, having a Google Adwords specialist can help improve your results with more strategies and pay less per click.
A professional will help you work with the Google Adwords Keyword Planner, which is a keyword planner, that is, a free tool that allows you to build new campaigns on the search network.
This is essential, because knowing the correct keywords, that is, the words that people are searching for on the internet, are decisive for the results.
O Google Adwords Keyword Tool It will help you choose keywords and ad groups, and also allow you to define a specific budget for ads that suits your needs and possibilities.
Another important tool is the Google Adwords Express, which is an advertising product that automates the management of online ads. It has a more restricted scope, is more basic and simpler, and is highly recommended for micro-entrepreneurs or companies that have more difficulty using the more advanced features of Google Adwords. If you have no experience, this is the best option for you to start with.
How to enter Google Adwords and create a good ad?
As mentioned above, you need to have a Gmail account. Using your Gmail account, go to https://adwords.google.com.
If you don't have this Gmail email, just create one. Click on start now, enter the Google email you want to link to Adwords and then enter the name of your company's website. Click on continue, then you will enter a screen that will give you a guided setup to create your Adwords account.
Then you will fill in information about your company, first campaign and payment.
To get an idea of better results, think of an ad that is tailored to the target audience: put exactly the same keyword as the search in the title, and preferably in bold, because it generates more results.
Additionally, another option is to quote ad qualifiers to eliminate clicks that your business is not interested in.
Prices and payment methods also act as an attraction and have a positive influence on the conversion rate of the ad. This also prevents unnecessary clicks that you will have to pay for, because when the person does not find the price and conditions, they will automatically click on your website to find the information.
Writing all words in capital letters draws attention and generates more clicks.
Pay special attention to the title, because it is what draws the most attention to an ad. Always target the target audience; go directly to the problem you are going to solve and provoke the visitor with questions, make a promise and offer some relevant information.
In the description, include information that generates interest from your audience, such as features and functionalities of what you are offering; present a benefit clearly and concisely; make a proposition about your differential; present a testimonial or status indicator; call your customer; include a phrase that drives away those who are not of interest to you and, of course, run a promotion to finish off.
Be aware that well-planned and executed Adwords campaigns will generate excellent results in your digital marketing strategy.
Our last and most important tip is that you read before you start Google Ads Policies, there are prohibited contents and practices that you should be aware of before you begin.