How do Google Ads work?

When you search for something on Google you’ll often see ads above and below the search results. This video will show you how to get your business to appear there with Google Ads.

Potential customers are searching and researching products and services everyday on Google. Internet Live Stats estimates 40,000 searches happen on Google every second. This translates into 3.5 billion searches everyday. What this means is there’s a big audience online ready to engage with small business.

Setting up a Google Ads (formerly known as AdWords) campaign can be broken down in three simple steps.

1. Choose your keywords

The first step is to build a list of keywords or phrases that customers type into search engines to find your products or services. You’ll need to think like your customers - what are the most common words to describe your offering?

Use a mix of general and specific terms, e.g. “bicycle” is the general keyword, while the brand name would be specific. Or think about phrases that relate to your product, such as “mountain bikes”, “electric bikes” and etc. Google Search Console can you help you find less obvious keywords.

2. Create your ad

Consumers see a lot of digital ads. Think about the type of message that will grab their attention. Understand what they need from your product and how you address this in your message. Now they’re reading it, what’s going to make them click? A two for one promotion? Same day delivery? Limited stock, buy now.

3. Target the right customers

Google Ads / AdWords lets you target the customers who are more likely to purchase from your business. For starters, you can segment by age, gender, location and device. More complex targeting is also available - experiment as you become more familiar with the platform.

How it works

When a customer types their search queries into Google, your ad will appear if your keywords and website is most relevant to the search query. Google decides which ad is the most relevant, based on who you decided to target and how much you are bidding. If they click on your ad, you’ll be charged for the amount you're bidding. Before embarking on a Google Ads campaign, think about a budget you are comfortable to start with.

Follow these three tips and start experimenting. The beauty of digital advertising is, with a small budget, you can test to see what works. Then once you start seeing results, increase your budget on the ads that work. Creating an ad is just the beginning. From here you can track the ad’s success or even try a multi-channel campaign that includes Facebook .

Try it today.