DO YOU DREAM OF MAKING A PROFIT IN YOUR BUSINESS? USE GOOGLE ADS!

Google Ads is an online advertising service that allows you to place ads on the results page of the Google search engine. Google ads are practically no different from search results. Their only difference is the word “Advertising”. Such ads are usually displayed at the top, side and bottom of the search results page.

Google Ads: How it works

When a user enters a query into the search bar, Google displays relevant advertisements based on the keywords used in the query. Those advertisers who want their ads to be shown on the results page select keywords and place bids – the price they are willing to pay in case of a click on their ad. Depending on the competition, the size of the bid and the quality of the ad itself, they occupy different positions in the search results.

Google Ads: Advantages

  1. Showing ads to an audience ready to purchase or order a service. You can decide for yourself which keywords the ad will be displayed for. Search phrases with transactional bindings (“buy”, “order”, “price”, etc.) will help your ads to be shown to those who are most likely to order a service or make a purchase.
  2. Display ads at the exact location. To do this, it is important to specify the geographical location of your potential customers (country, region or city). You can also specify the area of the city or the required radius. When compared with targeted advertising, Google Ads allows you to show ads to users with a formed need.
  3. Flexibility in managing ad campaign settings. The service allows you to quickly change settings (for example, bid strategy) for effective advertising.
  4. Payment is possible after clicking on the ad. Google uses the PPC model, a pay-per-click advertising model. That is, you pay only when an interested user clicked on your ad.
  5. Performance tracking. The advertising cabinet allows you to track and analyze important parameters. For example: how many times your ad was viewed, how many clicks were made, purchases were made or requests were left. By monitoring the results of your advertising campaign, you can quickly make the necessary changes to improve its effectiveness.

What affects the display of your ad

Google uses an algorithm that determines the display of an ad of a particular user of the advertising service. In fact, this is an auction. However, the participant with the highest bid per click does not always win here. The algorithm also takes into account the quality of the ad – how relevant it is to the search query and how high the probability of clicking on it is. Those ads that have a high bid and quality indicator occupy top positions among ads in search results. Google uses 3 main parameters to determine the location of the ad in the search:

  • An indicator of the quality of the ad. This parameter reflects how relevant the ad is to the keyword. In order for it to be shown at the top, the ad must match the key query. For those who are looking for a Samsung mobile phone, in 99% of cases Google will not show real estate ads.
  • Bet. This parameter means the maximum cost per click that you are willing to pay. By reducing or increasing it, you can influence the number of impressions of your ad and the profitability of advertising costs. Most often, a high bid allows you to attract more traffic.
  • The relevance of the page. The Google system assigns a high indicator to the ad, after clicking on which the user gets to the page of the site, which contains the information relevant to the ad and the search query. For example: when advertising cars of foreign brands, you should not take them to a page with the domestic automotive industry.

The secret of a high-quality ad

It is not easy to write ads that would be more literate and attractive than those of competitors. It is important to clearly state why you should buy a product or order a service from you. Do not forget about the call to action. Here are a few nuances that are important to consider when writing an ad:

  • A clear formulation of your proposal. A potential client should immediately understand what you offer and whether you can meet his need. It is also important to guide the user to the page that corresponds to the ad.
  • Use keywords in your ads. Use the keywords by which you will be shown. Then the system will understand that the ad is relevant to the request of a potential client.
  • Draw attention to your ad. It is important to immediately convey to the user what your trade offer is better than others. Such information will have a positive impact on the results of the advertising campaign.
  • Stocks. Many people like the process of getting a discount. For example, you can specify that you have free shipping, a discount on some product in a certain period of time, etc.
  • A call to action. Potential customers are more likely to click on an ad if they are prompted to take the necessary action. For example: “Order and get a gift!”, “Have time to order before May 1 with free delivery!”.
  • Extensions to ads. They may contain important information about your company, for example: the address of your store, phone number, the main advantages of your store, other sections of the site that may be of interest to a potential client. Using extensions will increase the area occupied by your ad, which means it will become more noticeable to users. In addition, they do not incur additional costs.

Conclusion

Google Ads is one of the most basic online advertising services. Its main advantage is that advertising is shown to users who are as ready as possible to order a service or product. Search advertising allows you to attract customers already on the 1st day of its launch. Although it is one of the most expensive, the costs for it will fully justify themselves if properly configured.

You can order professional customization of your advertising campaign from us. We at the iWeb agency make your investment in advertising payback. Call us or leave a request for a consultation and we will call you back!

HOW TO FIND PPC SPECIALIST

What does a PPC specialist do?

A PPC specialist or PPC manager adjusts the display of ads to the right target audience on various platforms, such as banners on websites or YouTube ads, and attracts new customers.

It calculates the metrics that can be achieved with a certain budget, constantly optimizes the metrics after launch – doing everything to make a click or conversion cost less, but bring a higher result, that is, a conversion. And after the end of the advertising campaign, he makes a report on its effectiveness.

The work combines creativity and numbers: the PPC manager can offer ideas for creatives, combine them, but at the same time must not forget about conversion and statistics.

What is the PPC manager responsible for?

The specialist fully supervises the advertising campaign in search engines and partner resources. Implementation of the strategy building project begins.

Specialist in contextual advertising:

  • analyzes the topic of the product/service;
  • studies the niche, competitors;
  • develops the target audience;
  • selects keywords;
  • creates an advertisement;
  • controls the budget;
  • evaluates the results.

Two PPC manager work formats are possible. In small companies, a specialist performs the entire cycle of work independently, in large agencies he is responsible for setting tasks and monitoring their execution, involving programmers, designers, copywriters, etc.

So, the simplest answer to the question “who is a ppc manager” is a person responsible for effectively attracting paid targeted traffic to the client’s resource.

What skills does a PPC specialist need?

The work of a PPC manager is impossible without knowledge of Google Analytics, Google AdWords, Google Tag Manager. He may also need other tools, it all depends on the customer’s goals.

A PPC specialist should be able to:

  • create groups of advertisements;
  • collect the semantic core and negative words;
  • work with budgets, with rates in the advertising office;
  • use analytics to understand how successful a campaign is or to collect data on audience behavior;
  • set up retargeting;
  • choose headlines that sell and write texts for ads.

A PPC manager will need perseverance, attention to detail, analytical and logical thinking, creativity, and the ability to correctly interpret a large amount of information.

Where to find a PPC specialist?

You can search for a PPC specialist through acquaintances, social networks. network, and you can also contact iWeb.

Our experts will help you:

  • Increase sales with the help of advertising in search engines and social networks;
  • Get more customers;
  • Effectively use the advertising budget;
  • Get the right, target audience.

The iWeb company specializes in complex solutions for the promotion of websites on the Internet. Our company is a certified agency in the Google Partners program.

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