Looking to get the word out about your business?
Google Ads is a great place to start.
Hi! I’m Israel Serna, a Grow with Google Trainer
going to talk about using Google Ads to connect with consumers
as they search and browse online.
Google Ads is a helpful and automated marketing tool that lets your business
advertise its products and services on Google.
It works by displaying your business information to potential customers
based on what they’re searching for online.
Google Ads automatically create keyword lists
and run your ads to help get the most clicks within your set budget.
Ads appear in 2 places: Google Search results and websites that show Google Ads.
In Google Search results, ads appear above and below organic, or unpaid, search results.
Ads show up when people search for keywords or go to websites related to your business.
Unlike an ad in the phone book or a newspaper ad,
you only pay for your Google Ads when someone clicks on them,
which is sometimes referred to as “pay-per-click” or “performance-based” marketing.
Before you get started creating ads, make sure your website is up to date and looking good.
Having a high-quality website with a prominent call to action
– or CTA as it’s sometimes known –
can help prompt a searcher to take action
and help you get results from your ads.
If you don’t have a website, you can set up a verified Business Profile
to help you drive searchers to a destination from your ads.
If you have not yet created or claimed your Business Profile,
check out our video on creating a free Business Profile at the link in the description.
If you’re ready to give online advertising a try, go to ads.google.com.
You’ll need a Google or Gmail account to sign up.
From there, you’ll enter details about your business
so Google can figure out where to run your ad.
Then, choose a goal for your ad.
For instance, you may want drive customers to visit your store front
or buy something from you online.
Ads contain 2 headlines, a description, and a link to your website.
When writing your ad,
include ANY unique selling points that set you apart from your competitors…
like low prices or free shipping.
It’s also important to include a call to action, or CTA,
that encourages potential customers to do something.
For your link, make sure you send people to the most relevant page on your website.
For example, if your ad says “Get 20% off,”
then people who click your ad should be taken to a page
where they can take advantage of that offer.
Once you’ve written an ad, choose a target audience.
You can target people geographically based on how close they are to your business
or by cities or regions.
Make sure you’re targeting likely customers, not just as many people as you can.
Remember, you only want to pay for qualified clicks on your ad.
If there are certain days or times that are most relevant for your business,
you can set up optional “Ad Scheduling”
to run your ads only at the times you choose.
For example,
a pizza parlor may only want to run their ads for a special weekend discount
or on particular days.
The next step is to set a monthly budget.
The cost for ads can vary from click to click,
but no matter what, you won’t be charged more than the maximum monthly budget you’ve set.
When you create your ads,
Google Ads will recommend a budget
based on the average number of clicks for your business type and location.
As you adjust your budget,
it will show approximately how many clicks and calls your ad might generate per month.
You can track how much you’ve spent and adjust your budget anytime in your Google Ads account.
You can see how well an ad is performing with Google Ad reports.
These reports show you which ads people are seeing,
what kind of device they’re seeing them on,
and which search phrases are generating clicks on your ad.
Check out your reports from time to time
and make changes to your ads or budget
based on how well they’re performing.
You can go even further by setting up “conversion tracking” in Google analytics.
This will let you see which ads are converting leads into paying customers,
leads who are signing up for your services,
or completing any goal that you want to track.
Thanks for watching!
To learn more about Business Profiles and online tools to grow your business,
be sure to tune in to our other videos and subscribe to our channel!
You can also keep learning on the go with the Google Primer app
or check out our Google Career Certificates for job-ready skills you can put to work.
See you next time.