SEA
9.5.22
4 min

How do you advertise on Google?

In this article, we will take you through the process of starting up a Google Ads campaign and we will show you how you can use this online marketing channel yourself. A handy overview of Google Ads.

Why Google Ads?

SEA means Search Engine Advertisement, which translates to search engine advertising and that is exactly what it does. You advertise for a position in the search engine (Google). It's a complicated "bid" system and the one who wants to be on the best position, has to pay the most for it and in return he gets by far the most clicks. The person on the first position gets about 32% of all clicks. So if there are 24,000 searches on glass lamp per month, then almost 8,000 potential customers will come to your page if you are in first position and that is quite a lot. (With a conversion rate of 3% that's 240 orders per month, profit margin of 10-15 euro makes that you can earn 2400-3600 euro with this Google ad).

If you come across a few terms you have never heard of before, we have written an article about them. By clicking on this link, we will redirect you to the list of most common SEA terms.

Did you know that

  • Can you approach your visitors and customers online several times with different messages?
  • You can set a budget for how much you want to spend per day or month?
  • Google takes into account how often a unique user clicks on an ad?

Now that you know that a Google Ad can be quite lucrative, we will continue with the explanation of how to prepare a Google Ad.

Setting up a Google Ads campaign in a few simple steps:

Step 1: Go to Google Ads
Step 2: Get your Google Ads in

Do you already have an account? Then you can log in at the top right.

Not registered yet? Then click on "Start now" in the top right corner, where you can create an account. In this blog we will explain how you can add a user to your Google Ads environmentwithin minutes.

Step 3: Click on "New Campaign".

You will now arrive at a screen where you can enter the purpose of the advertisement, here you can choose between eight different options. 

screen capture google ads program
Step 4: Select the type of campaign
screen capture google ads program

There are six different types of campaigns: Search, Maximum Performance, Display, Shopping, Video and Discovery.

What you choose to do depends on the objective of your campaign: what do you want to achieve? What do you supply? (Product, service or neither) If you want to advertise on SERP, you choose search. You advertise on certain keywords to end up on the Search Engine Result Page. 

Shopping Ads are found when you search for a product, for example here on "football socks".

Via "Display Ads" you can display the ads on all websites that are searched on Google. These are the photo ads that you see on the sides, the top and also in the middle of the page.

These are the most frequently chosen ways of Google Ads. In addition, you can also choose Video Ads (Youtube), "Discovery" and "Maximum Performance".

Step 5: Where can all the traffic go?

For this example, we are going to use SERP. When you click on it, it will ask you which link to use. This is the link of the website you want to advertise.

You will then be asked how much you want to spend on this ad and which bid method you want to use. This depends on what purpose you are creating this ad for, if you want to sell products then choose "Conversions". Your clicks will then be optimised for conversion, so your clicks will be more conversion oriented. If you want website visitors to share information and not actually sell anything, then choose "Clicks". Google will then do its best to get as many clicks as possible for your budget, conversion-oriented clicks will be more expensive than "normal" clicks.

Step 6: Who may see the advertisement?

After you have given the campaign a clear name, you can set the location where this advert will be visible and the desired language. You can choose a country here, but also much more specific by selecting for example a city or a village.

Step 7: Keywords

This is perhaps the most important part of the campaign: which keywords should you use? That depends on your objective, of course, so you can do some research. What do people search for and when do you want to be found when people search for something? You have to find people who are already looking for what you can provide. Then you need to think of different keywords like: Trainers, trainers, men's shoes etc.

Now click on next and you have just created your first real Google Ad - it wasn't that hard, was it?

We have now explained it to you in an easy example. The Google Ads system offers so many options and thus opportunities to promote your business. This goes far beyond this explanation of Google Ads in a nutshell.

Engage Groove Digital for your SEA Campaigns 

Stan Kuilboer

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