A realistic guide to google search ads for beginners

Google search ads can be a powerful way to drive traffic, generate leads, and grow your business. However, if you're new to digital marketing or search ads, navigating the platform can feel overwhelming. In this guide, we’ll walk you through a step-by-step approach to help you get started with google search ads successfully.

1. What are google search ads?

Google search ads are text-based ads that appear at the top or bottom of google search results pages when users search for specific keywords. These ads operate on a pay-per-click (ppc) model, meaning you only pay when someone clicks on your ad.

2. Setting up your google ads account

To start using google search ads, you’ll need to create a google ads account. Here’s how:

• Visit the google ads homepage: go to ads.Google.Com and sign up with your google account.
• Set a budget: during setup, google will prompt you to set a daily budget. Start small, and scale up once you’re comfortable and see some results.
• Choose your campaign goal: google offers various campaign types. For beginners, “sales,” “leads,” or “website traffic” campaigns are typically the best choices.

3. Understanding keywords

Keywords are the terms users type into google when looking for something. You’ll want to choose keywords that closely match your product or service. Start by using the google keyword planner, which helps you find relevant keywords and provides data on search volume and competition.

Tips for keyword selection:

• Focus on relevance: choose keywords directly related to your offerings.
• Avoid overly broad keywords: for example, if you sell handmade candles, “candles” may be too broad. Instead, try something more specific like “handmade soy candles” or “eco-friendly candles.”
• Use long-tail keywords: these are longer, more specific phrases that often have less competition and can deliver more qualified traffic (e.G., “best eco-friendly candles for gifts”).

4. Creating effective ad copy

Ad copy is crucial in attracting clicks. Here’s how to write effective google search ads:

• Headline 1: this is the first thing users will see. Make it clear and relevant to their search. Include your main keyword to match the user’s intent.
• Headline 2: add a compelling benefit or unique selling proposition (usp) here. For example, “free shipping on orders over Rs.5000.”
• Description: use this space to provide more details about your product or service, such as special offers, discounts, or features.
• Call to action (cta): always include a cta like “shop now,” “learn more,” or “get a free quote.”

5. Setting bids and budget

Google ads allows you to set how much you’re willing to spend per click, known as your bid. Start with google’s smart bidding for beginners, which uses machine learning to help you set bids automatically based on your campaign goals.

• Daily budget: this is the maximum amount you want to spend per day. Set an amount you’re comfortable with. As a beginner, you might start with Rs.500 to Rs.1000 per day and scale once you see results.
• Cost per click (cpc): keep in mind that more competitive keywords will cost more. The more relevant and targeted your keywords, the more likely you’ll achieve a lower cpc.

6. Optimizing landing pages

A great ad gets people to click, but a well optimized landing page turns clicks into conversions. Make sure that your ad leads to a page that delivers on the promise of the ad and provides a seamless user experience.

• Match the content: ensure that the content on your landing page aligns with what’s mentioned in your ad.
• Fast loading speed: a slow website can cause visitors to leave before they even see your offer.
• Clear cta: use a strong call-to-action on your landing page, whether it’s to “buy now” or “sign up for a free trial.”

7. Measuring success

Once your campaign is running, you need to track performance. Google ads provides insights into key metrics, including:

• Click-through rate (ctr): the percentage of people who clicked your ad after seeing it. A high ctr means your ad is relevant to users.
• Conversion rate: the percentage of visitors who took the desired action on your site (e.G., made a purchase, filled out a form).
• Cost per conversion: this tells you how much it costs to acquire a customer or lead. Compare this with your revenue to determine if your campaign is profitable.

8. Continuous optimization

Google search ads aren’t “set and forget.” you need to regularly check and optimize your campaigns:

• Pause underperforming keywords: if certain keywords are draining your budget without delivering results, consider pausing or adjusting them.
• Test ad variations: create multiple versions of your ads to see which copy performs best. A/b testing different headlines, descriptions, and ctas can help improve ctr and conversion rate.
• Adjust bids: if certain keywords are performing well, consider increasing their bids to get more traffic. For underperforming keywords, lower your bids or pause them.

Final thoughts

Starting with google search ads might feel overwhelming, but by following these steps, you can launch your first campaign with confidence. As you gain experience, you’ll be able to refine your strategies, lower costs, and drive better results.

Patience is key in the early stages. Track your performance, adjust your ads, and you’ll start seeing the benefits of your efforts soon enough.