If you’ve ever looked into the world of online marketing, you’ve probably come across Google AdWords (now rebranded to just ‘Google Ads).  If you haven’t – it’s a search engine marketing tools that allows advertisers to get their content in front of users. Just as our use of the internet has changed over the years, Google Ads have adapted to follow these trends, making it a complex yet successful marketing resource for almost any business. Today, we’re going to run through some of our most commonly asked questions to give you an overview of good Google AdWords management and how it all works.


How Do I Get To The Top Of Google?

This is probably the most common question in the pay per click world, so we’ll start here. Getting to the top of the search engine results page (SERP) is obviously the goal for many businesses, and who wouldn’t want to be the first thing a customer sees when they’re looking for a business like yours? When you type a query into Google a tiny auction begins in the background; Google looks at everyone bidding on the keywords you used and places them in order depending on a number of factors called Ad Rank. Ad Rank is a combination of your bid and Quality Score which is calculated by looking at the quality of your ad and landing page. To get to the top of Google via AdWords, you need to have a high Ad Rank.


What Type Of Advertising Is Available Through Google?

There are quite a few different types of advertising available through Google, some of which will suit your business and of course some that won’t. The most common is Google Search ads, which are those you see on a search engine results page, but there are also different AdWords campaigns available such as Shopping, Video and Remarketing, which you can read more about here and here


How Do I Find The Right Keywords For My Business?

Google has a really useful tool called the Keyword Planner, which is great for looking up relevant keywords and finding information on search history and estimated bids for those keywords. Remember – no one knows your business like you do so trust yourself when you think of a keyword or phrase. – but make sure you check that people are actually searching for it. Another great tip is to type some of your ideas into Google and scroll down to the bottom to see the ‘related searches’ section. You can also set different match types like ‘exact’ or ‘broad’ to affect when your ad will show.


What Is A Conversion?

A conversion is the process of a prospect becoming a customer. Within Google Ads, you can choose a conversion goal that suits your business, for example a user placing an order, making a phone call or filling out a form.  Once completed this counts as a conversion in your account. Creating a goal helps you track the performance of your keywords and ads.


How Much Will Advertising On Google Ads Cost?

This is a hard question to answer simply. You can set your budget based on a daily limit and Google will tell you if your campaigns are meeting that budget.If this is happening regularly you may want to look at raising your budget. Setting the right bids is an important part of AdWords management. You can find an estimated cost per click (CPC) for the first page and top of the page using the Keyword Planner tool.


How Do I Write A Good Ad?

A well-written ad will make all the difference when it comes to the success of your AdWords account. Ads need to include the keyword you are targeting as well as the benefits and any incentives of dealing with your business. Create a few different ads to see which ones work best for you. If you are still unsure please get in touch, and our experts can help craft the perfect ad for you.


We’re A Small Local Business, How Can We Limit Our Ads To Our Area?

Google is great at letting you totally customise your AdWords campaigns. You can set geographical filters so that your ads only show to people located within the boundaries you set.


Why Is My Landing Page So Important?

If your landing page is slow or doesn’t match your keyword, you might notice that your click-through rate (CTR) is high but so is your bounce rate, meaning that customers are clicking on your ad but then immediately leaving your website. This will eventually affect your Ad Rank and therefore your position on the results page.


Why Can’t I See My Ad On Google?

Due to the dynamic nature of advertising on a search engine like Google, you might not always see your ad when you want to. Searching for your keywords over and over will actually skew the results so the best way to see how your ads are performing is in the Google Ads interface itself.


If you still have questions after reading this then don’t worry, we are here to help. Our experts can support you with your Google AdWords management, all the way from set up through to the day-to-day running. Whether you are a small business just getting started in pay per click advertising or a large company not happy with the current performance of your campaigns, we can help you. Get in touch today to chat to one of our experienced team.