Steps involved in Google Adwords

If you're considering spending any amount of money on ads to reach your target audience, then you'd better spend it in the right place. That is, somewhere with over 246 million unique visitors, 3.5 billion daily interactions, and an estimated 700% return on investment.

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Somewhere like Google Ads.

Google Ads was launched just two years after what has become the most popular website in the world: The advertising platform came on the scene in October 2000 as Google Adwords, but after some rebranding in 2018, it was renamed Google Ads.

Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click, where you (the advertiser) or per impression (CPM) on an ad. The better your ad campaign, the more clicks you generate, and the greater your probability of obtaining a new lead or customer. (And, yes, this guide will show you how to create an optimized ad campaign.)

Ads from the platform span several channels, including Google, YouTube, Blogger, and millions of other websites known as the Google Display Network. Given Google's expansive reach, chances are you've seen (and probably clicked on) a Google ad ... and so have your potential customers.

This guide will teach you what you need to know to get started advertising on Google. We'll cover features specific to this platform and teach you how to optimize your paid campaigns to achieve the best results with your ads.

Google is the most used search engine, receiving 3.5 billion search queries a day. Not to mention, the Google Ads platform has been around for nearly two decades, giving it some seniority in the area of paid advertising. Google is a resource used by people around the world to ask questions that are answered with a combination of paid advertisements and organic results. And, according to Google, advertisers make $8 for every $1 they spend on Google Ads. So, there are a few reasons why you'd want to consider advertising on Google.

Need another reason? Your competitors are using Google Ads (and they might even be bidding on your branded terms). Thousands of companies use Google Ads to promote their businesses, which means that even if you're ranking organically for a search term, your results are being pushed down the page, beneath your competitors.

If you're using PPC to advertise your product or services, Google Ads should be a part of your paid strategy — there's no way around it (except maybe Facebook Ads, but that's another article).

Reasons Why Your Google Ads Aren't Working

If you've tried unsuccessfully to advertise on Google, don't give up. There are many reasons why your Google Ads could be underperforming. Let's cover some common offenders.

Broad Keyword Terms. You really need to nail it when it comes to your keywords, which is why testing and tweaking should be a part of your strategy. If your keywords are too broad, Google will be placing your ad in front of the wrong audience which means fewer clicks and a higher ad spend. Review what's working (i.e. which keywords are generating clicks) and adjust them to best match your ads with your target audience. You likely won't get the mix right the first time but you should keep adding, removing, and tweaking keywords until you do.

How to fix it: Review the keyword strategies that we cover below.

Irrelevant Ads. If your ad doesn't match the searcher's intent, you won't get enough clicks to justify your ad spend. Your headline and ad copy need to match the keywords you're bidding on, and the solution your ad is marketing needs to solve whatever pain point that searcher is experiencing. It's a combination that will yield the results you're looking for, and it may just be a few tweaks away. You have the option to create multiple ads per campaign — use this feature to split test which ads work best. Or, better yet, use Google's Responsive Search Ads feature.