The Fundamentals of Google Ads: Learning The Basics
Lesson 1 – Get familiar with your account metrics
Here’s What To Track
Your dashboard is the window into your campaign’s performance. Here are the metrics you’ll use to track how well your campaign is doing.
This is the number of people who viewed your ad.
This is the number of people who visited your website by clicking on your ad.
3. Clickthrough rate (CTR)
This is the percentage of people who click your ad after seeing it. CTRs can vary by business type, but keeping yours above 1% for Search campaigns is a good start point.
These are valuable actions customers take after clicking your ad, like purchases, calls, leads, or app downloads.
In the early stages of your campaign, it’s important to focus on CTR and website engagement to make sure you’re attracting the right customers to your website. You can also connect your goals to data and track sales and conversions to monitor important actions.
Lesson 2 – The basics of understanding your customers
Here are a few ways to understand who the right people are, so you can position your ad for that target audience.
1. Understand their behaviors
Use Think With Google to understand fresh customer insights.
2. Reach the right customers
Consider your customers’ preferences, habits, and traits to help you choose the right settings for your campaign.
Lesson 3 – Positioning your business
Use Google to help get your message out and gain attention.
Now that you’ve identified your audience, it’s time to highlight what your business offers.
Share what makes you unique
Include your unique offerings in all your marketing communications. For example, if you offer free shipping, make sure to say so in your ads and on your landing pages.
Lesson 4 – The basics of strong landing pages
Create landing pages that resonate.
Your Landing page experience is Google Ads‘ measure of how well your website gives people what they’re looking for when they click your ad. Take a look at the tips below to help you improve your site.
Direct your ads to a page that’s directly relevant to your ad text and keywords. For general search terms, you could lead users to your homepage. If your ad is specific to a product or service, it should lead somewhere specific.
Lesson 5 – Understanding your account structure
The anatomy of your account.
Finding the best way to organize your account will help you save time and target the right customers. Below are some tips for structuring ad groups.
1. Let your website be your guide
For many businesses, the way your website is structured is a good place to start. Make sure the text of your ads and your landing page is highly relevant to the keywords in each ad group.
2. Pick a theme
Organize your ad groups by common theme, product, or goal, and create smaller lists (20–30 terms long) of tightly themed keywords. Specificity and detail will help your ads be more relevant; and relevance leads to higher-quality ads.
3. More groups
Check out your top three ad groups. We recommend having at least three ads per ad group. This helps you learn what message resonates best with your audience.
Lesson 6 – Intro to keywords and targeting
Lesson 7 – The basics of creating high quality ads
Lesson 8 – Using ad extensions
Improve your presence with ad extensions.
Extensions can showcase what’s unique about your business, and give people the opportunity to take action directly from your ad.
Here’s how you can use extensions to make your ads more engaging and helpful:
1. Align your extensions with your goals
You can do this by selecting ad extensions that match the action you want people to take. For instance, you can get more people to call you by adding a call button or encourage them to download your app with app extensions.
2. Get your message out there
When your extensions show, your ad is easier to see.
Lesson 9 – Understand and improve your Quality Score
Introducing your Quality Score.
To help create a better ad experience for everyone, the Google Ads auction system is set up to identify and reward quality ads. See how you can improve your ads with the following tips.
1. Know your Quality Score
Your Quality Score gives you a general idea of how well a specific keyword has performed in past ad auctions. The higher your score, the more likely your ad will be shown for that keyword.
2. Know where to improve
Lesson 10 – The basics of bidding
Learn the best way to bid.
In addition to your Quality Score, your bids help determine if your ads are shown when people search, and what order they appear in. A good bidding strategy and high Ad Rank are key to getting your ads shown. Here are a few tips to get you started.
1. Use the right tools to improve
The Keyword Planner helps you find the best starting bid for each keyword and gathers useful bidding data, which can help you improve your Ad Rank.
2. Bid smarter
Once your account gathers enough data from manual bidding, you can apply Smart Bidding strategies that automatically adjust your bids and save you time.
3. Meet your goals
Choose a bidding strategy that’s best for your campaign type and advertising goals. Whether you’re more focused on getting people to visit your website or increasing brand awareness, there’s a strategy for you.
Ready to start?
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