How to advertise on Google? Your essential guide to boosting visibility and sales

Understanding Google Ads

Google is the largest digital advertising platform in the United States, generating 27.1% of ad revenue in 2023. Google Ads can help promote your business by delivering engaging advertisements to your target audience. But how can you effectively advertise on Google? We’ve outlined the steps for launching a Google ad campaign and provided best practices to ensure your business stands out to potential clients and reminds previous customers to make a purchase again.

Google Ads, previously known as Google AdWords, is Google’s digital advertising program that includes dynamic text, images, or videos displayed on Google search results and across the Google Ads Network. These advertisements come in various formats and assist businesses in reaching individuals searching for similar products and services. With Google Ads, you can increase your website traffic, generate more business inquiries, and boost sales.

How Google Ads operates

When you create an ad on Google, you need to set a maximum bid, which is the highest amount you're willing to pay based on one of the following pricing models:

• Cost-per-click (CPC): You pay each time a viewer clicks on your ad.
• Cost-per-mille (CPM): You pay for every 1,000 times your ad is displayed.
• Cost-per-engagement (CPE): You pay whenever a viewer takes action, such as signing up for a newsletter or watching a video associated with your ad.

Google then decides where to place your ad through an auction process. This involves selecting and bidding on specific keywords, which puts you in competition with other advertisers aiming for the same keywords. Google evaluates several factors to determine the value of your ad and its placement:

• Bidding process: This refers to how much you pay for each click.
• Quality Score (QS): This measures how relevant your ad is in relation to the keyword and the landing page it links to.
• Assets: This includes the potential impact of additional information like your business phone number and location.

Ads with the highest scores are displayed at the top of the search engine results page (SERP).

Steps to Advertise on Google

Follow these steps to effectively advertise your business on Google:

1. Create a Google Ads Account 

Begin by setting up a Google Ads account on the Google Ads website. Enter your business name, website URL, and complete your billing information. You should also link your Google-owned accounts, such as your YouTube channel and Google Business Profile, to enable Google to provide personalized solutions for your ads.

2. Organize your account

Next, arrange your Google Ads account by clicking “New Campaign” at the top of your dashboard. Select a goal for your campaign and click “Continue.” Google allows you to create general campaigns and ad groups within each campaign. A campaign can represent a broader category of your business, like “burgers,” while an ad group focuses on a more specific subset, such as “vegetarian burgers.”

3. Set your budget

This is where you inform Google about your spending limits—both your daily budget and bids. Your budget indicates how much you plan to spend per day on your ad campaign, while your bid is the amount you’re willing to pay for a keyword that a potential customer searches for and clicks. If you’re new to Google Ads, you can leave this section unchecked, allowing Google to optimize your bidding strategy. For guidance on bidding, refer to Google Ads Help.

4. Define your target audience

Google requires you to specify your target audience, including their demographics, segments, and location. Specify their gender and age and select the geographical area you wish to target, such as a city or zip code for local businesses. Additionally, customize your customer segments based on interests and life events. This ensures that only those who fit your ideal customer profile will see your ads.

5. Select an Ads Network

Choose between the Google Search Network (GSN) or the Google Display Network (GDN). Opting for GSN means your ads will appear on search engine results pages, while choosing GDN places your ads on websites within Google’s Display Network. The search network is generally more cost-effective and may be better for newcomers, as it targets users actively searching for relevant keywords. The display network is more suitable for retargeting users who have previously visited your website, encouraging repeat purchases or prompting them to revisit abandoned carts.

6. Choose your keywords

Select keywords—terms people are likely to use when searching for your products or services. Google allows you to choose 15 to 20 keywords, and its Keyword Planner can help you identify suitable options for your campaigns. Customize your keywords to ensure they are relevant to your website and linked landing pages.

Since you will be competing with other brands, it’s advisable to avoid highly competitive keywords when starting. Opting for keywords with lower competition can increase your chances of achieving better scores and gaining visibility among potential customers.

7. Configure your keyword matches

Google allows you to refine your ads by setting keyword match types. These include:

Broad match: This default setting shows your ad for a wide range of searches related to your keyword. For example, using “chopped steak” for a “burger” keyword.

Exact match: Your ads will appear only when someone searches for a term that closely matches your keyword's meaning. An example would be “hamburger” for the keyword “burger.”

Phrase match: This setting targets users searching for keywords relevant to your industry. Examples include “cheeseburger” and “sirloin burger” for the keyword “burger.”

Negative keywords: You can specify negative keywords to prevent your ads from appearing for certain terms. For instance, you might exclude traffic from searches that include “cheap” or “trendy” if you sell vintage jewelry.

8. Connect your landing pages

Your landing page is where users will land after clicking your ad. It's important to link the ad to a relevant landing page that encourages visitors to take action. For example, if your ad promotes a sale on vintage pins from the 1970s, ensure the landing page showcases a collection from that era rather than a generic page.

9. Choose a preferred device

Decide whether you want your ads to be displayed on mobile devices, desktops, or both. Consider your target customers and the devices they are likely to use. For instance, if you operate a fast-food restaurant, you may want to focus on mobile ads to reach customers on the go.

10. Create your Google Ads

Now, draft your campaign by designing engaging and relevant ads. Google will guide you through the process, requesting the following information:

• A URL
• Up to 15 headlines
• Up to four descriptions
• Images
• Four or more sitelinks that appear beneath your ad
• A call to action (CTA) that instructs viewers on what to do next
• Additional details, such as a link to an app store and a phone number

Google’s artificial intelligence (AI) will then optimize your ad combinations for better campaign performance. Keep in mind that you can adjust your ads later.

11. Complete payment for Google Ads

Google Ads will provide instructions on how to make payments to launch your campaign. For more information on payment options, consult Google’s Account & Billing guide.

12. Connect Google Ads to Google Analytics

To track your campaign’s performance, link your Google Ads account to Google Analytics. This connection will provide deeper insights into user interactions with your ads, allowing you to refine your advertising strategies and maximize your marketing effectiveness.

13. Launch your Google Ad campaign

It’s time to activate your campaign and present your ads to potential customers. However, make sure to regularly monitor your ad performance. Identify which keywords are generating the most clicks or conversions, and adjust your ads as needed to achieve optimal results.

Understanding the Costs of Google Ads

The costs associated with Google ad campaigns can vary significantly, even within the same industry or geographical area, due to several influencing factors:

• Type of Ad
• Campaign Objective
• Keywords Selected
• Search Volume for Keywords
• Headline Copy
• Ad Schedule: The specific times of day or year when your ads are set to display
• Expected Reach
• Ad Creative
• Bidding Method: Whether you use manual or automatic bidding

For instance, search and display ads generally require higher bids because they are more competitive and attract greater engagement. Additionally, ads scheduled to run during peak hours tend to be more expensive.

According to Statista, the average monthly cost per click for Google Ads in the U.S. is estimated to be $1.99. However, as noted, multiple factors can affect this cost.

5 tips for effective advertising on Google

Whether you’re just starting with Google campaigns or looking to enhance your advertising strategy, these best practices will help you create successful ads that generate significant revenue.

1. Leverage Google AI to automate campaigns

Create multiple ad variations and allow Google’s artificial intelligence to rotate them for optimal performance. The system will learn which ads perform best and show them to potential customers, ultimately increasing your conversions and sales.

2. Enhance Your Quality Score (QS)

Your Quality Score is a key factor in how Google ranks your ads. Typically, ads with higher Quality Scores appear at the top of the search engine results page. Check your keywords' Quality Scores in the “Quality Score” column under the keywords tab and work on improving them by creating ads that align closely with your target audience's queries.

The Quality Score ranges from one to ten, based on the following criteria:

• Ad Relevance: How relevant your Google ad is to the selected keywords
• Landing Page Relevance: How well your keywords relate to the content of their corresponding landing pages
• Expected Click-Through Rate: The likelihood that a user will click on your ad after searching for your keyword

For example, a fast-food restaurant might score a nine out of ten for the keyword “bacon burger,” but only a one out of ten for “local chef.”

3. Craft Engaging Headlines

Create concise and compelling headlines that encourage viewers to click on your ad. Google allows up to 15 headlines, each with a maximum of 30 characters. Maximize your ad's potential by developing headlines that complement one another. For instance, a small business selling sunglasses could use the following headlines:

• “Sunglasses for Sale”
• “Find Your Perfect Frames”
• “Shop Our Collection”

These headlines clearly convey the product offerings and motivate viewers to visit the website.

4. Craft concise descriptions  

Descriptions are a great opportunity to highlight what sets your business apart. Google allows you to create three descriptions, each with a maximum of 90 characters. For example:

“Choose from over 70 styles, plus enjoy free shipping anywhere in the U.S.”

This description effectively communicates your business's unique offerings and encourages potential customers to make a purchase.

5. Select relevant keywords

Keywords play a crucial role in the success of your Google campaigns, so it’s essential to select only those that are pertinent to your campaign. Long-tail keywords are particularly effective, as they tend to be more specific. For instance, while a broad keyword like “hamburger” may not effectively target customers near your restaurant, using “hamburger in Kissimmee” is more likely to attract your ideal audience.

Additionally, keep keyword search volumes in mind, especially if you're a new business. Opting for relevant keywords with moderate search volumes can help manage your advertising costs.