Google Ads, how to set them up for your website?

Running PPC Adverts with Google Ads

Google Ads, today I am going to talk about how you should use Pay Per Click (PPC) adverts to your advantage.
As a small business with your own website that you manage, how does one go about advertising your business on the internet?
What should you have in place to take advantage of the traffic you generate from PPC adverts?

This is where Google Ads come to the rescue!

Check your site for improvements

Before setting up your adverts to push traffic to your website, there are a few things you should consider. I suggest going through your site as a potential customer. Set a goal for your customers, are they landing on your website to get in contact with you? Or purchasing a service/product from the site itself? Is your site set up to optimise the conversions of customers landing on your site? Can you ease the flow through the whole process? Are there steps in the process that are not required, just adding bloat to your site.

If there is room for improvement in optimising the conversion rate of your website, I suggest focusing on that first. Before sending traffic to your website. Otherwise, you will be losing potential first-time customers who are put off upon first landing on your site. This is a waste of money and time, I would recommend spending a little bit of time going through the flow of your website first. And then moving onto the next stage of setting up your PPC adverts.

After you have gone through your website and are happy with the flow through the site. Move onto creating a google ads account, you are going to need a google account to do this. If you don’t have a google account, you can sign up here – https://accounts.google.com/signup/v2/webcreateaccount?hl=en-GB&flowName=GlifWebSignIn&flowEntry=SignUp&nogm=true.

After setting up a google account, you can continue with the next step.

Create a Google Ads account

The next steps are to sign up for a Google Ads account by clicking on the following link – Google Ads – and clicking on the Start Now button.

Here is a guide if you get stuck with creating an account – https://support.google.com/google-ads/answer/6366720?hl=en.

Google will run you through the initial creation of your google ads account. Once your account has been created there is a first time setup of a Google ad campaign.

Creating a Google Ad Campaign

I recommend following this guide as Google has optimised the process for onboarding new customers.
Here is another guide for setting up your first campaign using google – https://support.google.com/google-ads/answer/6324971?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en.
After creating a Google ad campaign move onto selecting a goal for your campaign.

Pick a Goal

Once you have clicked on the button to create a new campaign, you will reach a new window with a few suggestions (In some cases when creating a new campaign, you will land on this page immediately). This window gives you options to set up a goal for your advert. These goals change from time to time, as of making this guide my 3 choices for goals are as follows:

  • Get more calls
  • Get more visits to your physical location
  • And get more website sales or sign-ups

When selecting a goal, choose one that best suits your business, if you tend to sell better over the phone go with the “Get more calls” option. If you would like people to sign up to a service on your website, choose the “Get more website sales or sign-ups” option. If you have a physical store and would like to get more customers visiting the store. Select the “Get more visits to your physical location” option. This sounds pretty intuitive, but choose the option you prefer. Some people don’t like to answer the phone all day and would prefer to meet people in person.
For the purpose of this guide, I am going to select the “Get more calls” option.

Create New Business

After picking your goal, you are going to need to add your business to google ads, unless you have linked an existing business from your google account. In which case you can skip this section.

  1. Provide a business name – “My Business Name”.
  2. Provide a business website address – “www.mybusiness.com.”

Set your business audience

Because we are creating an online advert, you have the capability of advertising to any place in the world with access to the internet of course. I recommend starting with the country you run your business from unless you specifically want to target an outside country. You can choose to set up a radius around your current location. Or to enter a location, city, suburb, province/county or state/country. You can enter multiples of these if you would like. Again for this guide, I am going to focus on using a 25km/15.5mile radius around my business. You can then click next onto the next step, once selecting your radius or multiple/single areas.

Define your product/service

Here you will select the language you would like to advertise in, as well as who your adverts will be targeted to.

I have selected English for ease of use.

Next is your business category.
Select the business category best suited for your business. Google will recommend some options based on the information you have supplied.
From my experience, some of the businesses I have set up on Google ads didn’t have an exact match to their category. But try to choose a broad category that might encompass the industry of your business. There is also an option to type in your occupation/business, but as I have mentioned. They don’t always match what you do.

Here I have selected “Digital Marketing Business” although we do also specialise in Web Development.

The next option is to decide what service you would like to promote in the advert. You can write a single or service, or you could put in a few services you offer. Try not to overdo it as you may overwhelm potential customers who see your advert.
There are also options suggest by google which you can select as well, this helps to narrow down your audience. Helping to spend your budget more efficiently on customers who are searching Google for your service.

Click next once you are satisfied with the services you want to promote.

Write your advert

Here there is an option to get a sample advert generated by Google. They have used similar businesses and generated a starter advert for you to modify for your needs. As well as showing a break down of what makes up a good ad.

Headline 1 – (30 Characters)
“Digital Marketing in Cape Town”. – (30 Characters)
Try to write a short headline, with your key services first followed by a location. I find this helps with customers who see your advert and are made fully aware that your business is a local business.

Headline 2 – (30 Characters)
“For all your marketing needs”. – (28 Characters)
Use this to either extend your initial headline or add a quick tagline, such as the one above to entice customers. Get them excited with powerful adjectives.

Description – (90 Characters)
Digital Marketing, SEO, Social Media. Get A No Obligation Quote Today! Visit Us!” – (80 Characters)

Unique product or service
Digital Marketing SEO, Social Media.“- Briefly describe your services. This helps the customer to understand what it is your business does.

Discounts and offers
Get A No Obligation Quote Today!” – Use discounts and specials to convince customers to click on your ad. Make your customers feel like they are getting something special by clicking on your advert.

Call to action
Visit Us!” – Provide a clear call to action, such as a phone number or text saying “Visit Us”. This gives customers a direct action to follow and helps push them along the pipeline of interacting with your business.

You want to highlight the products and services you offer while also showing what makes your business unique. This can be really challenging, and ad agencies around the world get paid a lot to create highly optimised google adverts. Optimised to convert potential customers into completed transactions.

After writing on your ad, select a website for the ad to link to, this should be the website you entered for your business – “www.mybusiness.com“.

You can also preview your ad before proceeding to the next step, to get an idea of how the ad will display on different platforms/devices.

Proceed to the next step.

Add Images to your Ad (Optional)

The next step is optional, but I would recommend creating a basic image with an eye-catching colour. This helps to catch peoples attention but is not necessary. You can add up to 3 images that will be displayed next to or above your ad text, depending on the format the advert is displayed in. As well as 3 images of your business logo that will be displayed next to the advert text. Or next to the headline, again depending on which layout the ad is being viewed in. These can be previewed on the right-hand side.

There is the option of using stock images provided by Google for both the images and the logo section. I recommend using your own images, with bright colours or high contrast to attract more attention.

For the advert I am creating in this guide, I am going to skip this step.

Get phone calls

This is the goal I selected at the beginning of this ad. If you selected a different goal, there will be a different process.
Here you are asked to choose the country in which your phone number originates from. And then you are asked to enter your number – “(+27) 082 888 3434” – This is a fictitious number I have entered for the sake of the guide.

Set your budget

Next, it is time to set your budget, this is a daily budget, so just be careful with setting your budget. You can start with a minimum budget, but I would suggest starting with the recommended budget as you will see better results. The other option is to select a custom budget and move the slider until you are happy with the monthly total. The budget is charged in batches and will debit your account automatically at the end of each billing cycle.

You are able to change your budget while the campaign is active, as well as cancel the advert if you feel it is costing you too much.
There is also an option to select your currency for the budget. Click next once you are satisfied with your monthly budget.

Review your campaign settings

Here is an overview of the complete setup you have just gone through with creating your campaign. It shows you a summary of each of the steps you have just gone through to create the advert.

Once you are satisfied and have gone over the advert, you can move onto the next step. Setting up billing.

Setting up Billing

Confirm Payment Information, you will be asked to select the country and timezone for the billing method.

As well as an option to enter any coupons you may have received from Google. (Just a side note with the coupons, some of the coupons are only applied after specific terms are met, such as spending XXX amount before the promotion deadline. To receive XXX amount of credit). This is tricky some times and can throw you off. You will be billed initially before the coupon is applied.

You can select different payment profiles if they have been set up by Google before. You will also be asked to fill in some customer info, some of it is automatically filled in from previous steps.

And you can select how you pay, Automatic payments or manual payments. I suggest going with automatic payments, but some users may prefer manual payments.

And then finally a payment method, this will depend on which country you reside in. I stay in South Africa, which only supports credit card payments. Remember to always be vigilant with payment methods, make sure you keep them private. No Google employee or any other employees should be asking for your payment information.

After submitting your payment methods, and the payment goes through, your advert will be live as soon as it has passed the review. It can take a few minutes to get the advert reviewed for any malicious text or links etc. Once passing the review process your advert will be live for potential customers to find and click on 🙂

 

Campaign Dashboard

You will then be redirected to another page telling you the website is live if there are any issues with your advert being reviewed. Google will contact you and give suggestions as to how you may fix the problems.

You can then visit the dashboard to see how your advert is doing, including impressions, conversions, click through rates etc. Search queries that people entered and then subsequently clicked on your ad. This can be very useful for future adverts.

If at any time you want to stop the campaign, go to the dashboard and click on the text “ENABLED” on the bottom left of the top left box. It should be visible from the top of the dashboard. Click on “ENABLED” and select pause campaign, to either pause or cancel the campaign.

This will stop the advert from being displayed and will stop billing your account immediately.

Conclusion

This has just been an essential guide for setting up your first google ad campaign. I hope this guide has helped you to set up your first google ad campaign! I would recommend writing up three different adverts and asking family or friends to read over your advert to see which ones they prefer. Take their advice but also use your gut instinct and go with the advert you think will work best for you.

These days you can create multiple campaigns targeted to different audiences and advertising various services. I would recommend trying a few different adverts to see what performs the best. Try using different parameters in your adverts to find the sweet spot for your business.

If you get stuck along the way, feel free to contact me at luke@valkyriweb.com or get in touch with us at Valkyri, and we can help you with setting up your google ad campaigns.

I hope this guide has given you a better understanding of google ads and what they can do for you. This is just the tip of the iceberg, but the most important thing is just to try it out. You will be amazed at the results you can get from google ads.

This could be the thing that you needed to take your business to the next level.
If all of this sounds too daunting or confusing, we are here to help.
Also, check out our marketing packages which include setting up PPC adverts with platforms like Google.
Start-Up Marketing Package
Growth Marketing Package

Good luck and go make more sales!
Luke

For more information on what is Digital Marketing? Check out this Article – What is Digital Marketing?

Here is some further reading to help improve your google adverts:
https://www.acquisio.com/blog/agency/5-tips-adwords-copy-experts/
https://www.wordstream.com/blog/ws/2017/06/06/best-ads
https://www.searchenginejournal.com/writing-google-ad-copy/264669/

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