EXSUM: All about Google Ads

Are you looking for a quick introduction to advertising on Google?

Here’s your Executive Summary (EXSUM) in just under 500 words/2 minutes.

Why should I advertise on Google?

With over 70% of the global market share, Google is by far the largest and most dominant search engine in the world.

The next most popular search engines would be Bing and the Chinese search engine Baidu, both sitting at around 13% each.

If you are looking to hit your online target audience, you are going to reach them by using Google Ads.

It is also a good investment. For every $1 spent on Google Ads, businesses earn an average revenue of $2.

What do I need to know about to get started?

There is a basic advertising option and a more advanced option.

For the basic option, you determine what your goal is. You can select to increase phone calls, get more traffic to your website, or more customers to your store.

For the more advanced campaigns, your marketing objectives can be to increase sales, leads, website traffic, product and brand consideration, brand awareness and reach, or promote an app.

Determine your message. You can describe the product or service and choose what the ad will say. Google will also provide recommendations.

Select your keywords. Google’s Keyword Planner will help you research, find the keywords that are most relevant for your business, and provide bid estimates so you can determine your advertising budget.

Choose the location of where the ad will appear such as a city, state, or nationwide.

Finally, set your budget with the total amount you want to spend daily or over the course of the month. There isn’t a contract, you can pause the campaign when needed, and you only pay when a person takes an action like clicking on the ad or calling your business.

Then there is the choice of formats:

Search Campaigns: Show up when people search for what you offer.

Shopping Campaigns: Show off your online and local inventory.

Display Campaigns: Capture attention with compelling visual ads.

Video Campaigns: Bring your business’ story to life with video.

App Campaigns: Promote your app to the right people.

Local Campaigns: Promote your physical locations across Google

If you’re just getting started and the options are a little overwhelming, there is also the option to select a Smart Campaign.

Smart Campaigns are a much simpler solution for small businesses.

You can choose your business goals, select where they want to advertise, and then Google will use machine learning to deliver customized results.

Where can I get more information?

Start by going to Google Ads.

You can also try Wordstream’s PPC University or Udemy’s Google Ads for Beginner’s Course.

Either of these three sites should help you to get started.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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