Google Ads

In addition to Facebook, Google is also an advertising channel used by many businesses to reach customers and increase sales thanks to high conversion rates. However, do you know how to deploy effective Google Ads campaigns? Follow the summary information below from Ad Support to learn more useful knowledge about Google Ads now!

What is Google Ads?

With a large ecosystem and smart AI technology, Google Ads provides a comprehensive and effective advertising solution for businesses operating in all industries. With many different types of campaigns and formats, it offers many ways for businesses to reach target customers, maximize conversion rates, and increase revenue and profits. Thanks to the automatic optimization feature, businesses can easily control their budget. At the same time, they can reach new customer files at the lowest cost and achieve the highest ROI.

Like Facebook, Google uses a fast auction system when someone searches for information on Google or visits a website to place an ad. Factors such as bid price, ad quality, landing page, and ad extensions determine which ads will be displayed and their rankings. Ad quality and landing page are the most important factors that advertisers need to focus on.

When deploying Google Ads, your business’s ads will appear in many locations such as Google search sites (Google Search, Google Play, Shopping Cards, and Google Maps). Ads can appear alongside search results on Google search partner sites. Or ads appear on websites that customers visit, on mobile devices, or on Google’s display network (Google Finance, Gmail, Blogger YouTube, etc.) to help businesses reach many of target customers.

Benefits of running ads on Google

With Google Ads, businesses can reach customers when they are searching for information about products and services or surfing websites with related topics.

Reach customers anytime, anywhere

By advertising on Google, ads will be displayed to customers searching for information about products or services through keywords and images. Ads will appear in Google’s large ecosystem, allowing businesses to reach target customers at the right time. Google’s smart algorithms will find the most effective ad formats such as YouTube ads, Discovery ads, search ads, etc. At that time, businesses can maximize conversions, increase revenue, and maximize profits.

Control advertising budgets effectively

If Facebook charges for advertising by impressions, Google Ads will charge by the number of clicks on the ad. Advertisers can set daily or lifetime budgets to control spending. In addition, Google’s AI technology will make appropriate recommendations for you to set and customize your budget to optimize your advertising spending.

Provide reports for tracking.

Advertisers can easily track the performance of their Google Ads campaigns. Because Google provides users with many tools to measure and detailed reports on the effectiveness and performance of their advertising campaigns. Thanks to that, advertisers can accurately monitor, analyze, and evaluate the effectiveness.

Learn and optimize to get the highest ROI

Based on the reports provided by Google, businesses can customize campaigns accordingly. Continuously testing, monitoring, and optimizing will help businesses achieve higher revenue and profits.

Google Ads Advertising Goals

Common goals that advertisers choose when launching ad campaigns on Google include:

Attracting high-quality potential customers and maximizing conversions.

Ads are distributed and displayed to the places where customers are searching to make purchases, thereby increasing website traffic and sales.

In addition to increasing online sales, Google Ads also helps drive and encourage customers to visit physical stores, boosting traditional sales.

Increasing brand awareness through reach and engagement. Ads introduce your business brand to a wider audience, enhancing visibility.

Introducing and promoting your app to new customers to increase downloads and engagement.

Forms of Google Advertising

Google Ads provides businesses with multiple ways to reach their target customers:

Google Search Ads: These ads target individuals actively searching for product or service information using keywords. The goal is to increase sales, generate leads, and drive website traffic.

Google Display Network (GDN) Ads: This type of advertising helps enhance brand awareness through eye-catching and memorable images or banners. Businesses can reach target audiences while they are online, checking Gmail, or using mobile apps.

Google Shopping Ads: This visually-driven shopping ad format simplifies the process of searching and purchasing. It allows users to compare product listings from different sellers, helping them choose quality items at the best price and driving higher sales.

Video Ads on Google: Also known as YouTube Ads (part of the Google ecosystem), this format helps boost brand awareness. Advertisers can track users who have viewed their ads and engage with potential customers while browsing or searching for videos on YouTube.

App Campaigns: These ads introduce and promote applications to target audiences, increasing app installations. They also capture the attention of existing users, encouraging them to take further in-app actions.

Steps to create a successful Google Ads campaign

Define your goals

Each advertising campaign should have a clear goal to focus your efforts on achieving a specific outcome. The goal should align with your business objectives. Common advertising goals include: Sales, Lead Generation, Website Traffic, Store Visits, Brand Awareness and Reach, and Product and Brand Consideration. Different campaigns have corresponding advertising goals:

• Performance Max Campaigns: These are best suited for increasing sales and generating leads.
• Search and Shopping Campaigns: Aim to boost sales, generate leads, and increase website traffic.
• Display, Discovery, and Video Campaigns: Focus on driving sales, generating leads, increasing website traffic, and building product and service awareness.
• App Campaigns: Target app promotion, aiming to increase visits, downloads, and app installations.
• Clearly defining your campaign objectives will help you strategize and execute campaigns effectively to meet your desired outcomes.

Choosing the right campaign type

After defining your goal, the next step is to select a campaign type that aligns with that goal. The placement and visibility of your ads depend on the type of campaign you choose. Each campaign type offers unique advantages, and selecting the most suitable one ensures you can effectively achieve your objectives.

The Maximize Performance campaign helps you reach new target customers across all channels with a single campaign. It is designed to enhance performance based on predefined goals, such as increasing conversions and driving sales.

The Search campaign provides text ads on Google search results pages. These campaigns are easy to set up and allow you to connect with people actively searching for information about your products or services. They are particularly effective for driving sales.

With the display advertising campaign, you to reach target audiences through visually engaging images or banners displayed across websites, apps, and Google’s ecosystem. This campaign type is ideal for driving sales, expanding reach, and attracting potential leads.

Video campaigns allow you to display video ads on YouTube and other websites to increase brand and product awareness. Expand your reach, increase sales, and find potential customers. There are 6 types of video campaigns for you to choose from: Drive conversions, Custom video campaigns, Expanded video reach, Outstream ads, Boost viewership, and Video storytelling.

In the app advertising campaign, you can find new customers and increase app downloads or installs. There are 3 types of app advertising campaigns: installs, engagement, and registrations. The benefits of choosing that campaign are app promotion, multi-channel app introduction and promotion, easy setup and management.

Local promotion campaigns attract target customers to physical stores to increase sales.

You can also choose Smart Campaigns to set up and automate your ad campaigns using Google’s AI technology.

Additionally, you can choose Shopping campaigns or Performance Maximizer campaigns with feeds in the Merchant Center.

Setting a budget

Set an average daily budget to control your spending based on your chosen bidding strategy. However, you can adjust the average daily budget at any time. The allocation strategy for your advertising budget can be divided at the campaign level or the ad group level. Optimize your ad spend by improving your ad quality score and selecting a bidding strategy that aligns with your objectives.

Choosing a Bidding Strategy

When selecting a campaign goal, you’ll receive recommendations for bidding strategies tailored to that goal. These recommendations help ensure your campaign achieves its specific objectives. For certain campaign types, if you choose not to use the suggested bidding strategy, you can opt for automated strategies such as Target CPA or Target ROAS.

Adding Components to Ads

For Search, Video, Discovery, and Performance Max campaigns, you can enhance your ads by adding additional information such as links to your website, directions, and phone numbers. These elements help attract users to engage with your business, increasing your ad’s click-through rate (CTR).

Create Ad Groups

Except for shopping campaigns and maximizing performance, you should group related ads and set up targeting criteria. For shopping campaigns, you should group related product groups with the same targeting criteria.

Select targeting criteria

Targeting criteria help determine how broad or narrow your ad is. Without targeting criteria, your ad’s reach is the broadest. Ad targeting allows you to focus on specific groups of customers interested in the products and services your business offers.

Common targeting types include: keyword, audience, location, topic, device, and remarketing list targeting. Specific targeting criteria are only available for some campaign types, for example, Maximize Performance campaigns cannot target by specific criteria, you can only replace them with audience signals for the campaign so that Google’s AI technology can process them faster.

Set up conversions

You can track the actions you want your customers to take on your website with conversion tracking. Conversions help you easily evaluate the effectiveness of your ads, targeting, and overall campaign.

How Google reviews ads

To ensure that ads are safe and appropriate for everyone, Google reviews ads to ensure they comply with its policies. Most ads are reviewed within one business day.

How the process works

Ad review begins automatically after you create or edit an ad or element. Google reviews your ad content, including headlines, descriptions, keywords, landing pages, images, and videos.

If your ad passes the review process, its status changes to “Eligible” and it starts running. After the review process, if Google finds that the ad violates the policy, the status will change to “Disapproved”.

Ad status and review time

When Google reviews an ad, the status of that ad is “Under review”. The time to review an ad is usually within 1 business day. However, some ads may take longer due to a more complex process. Requests for review or reconsideration of ads are prioritized by Google to ensure the system operates stably. As well as temporarily restricting ad distribution while still ensuring compliance with policies. If you need your ad to be reviewed by a specific date to schedule it to run, submit your ad a few days in advance.

Common errors when running Google Ads

During the process of running ads on Google, you may encounter some common errors such as:

Ads are rejected

This error comes from running ads for sensitive products and services on Google: malware, and illegal business items that are harmful to users. In addition, inappropriate ad content is also the reason why ads are rejected. Google has strict approval mechanisms, and any content in the ad that violates its policies could be flagged. Common errors are specifically: attaching phone numbers to ad content, using vulgar language or incorrect punctuation using many special characters, etc.

Error in the payment method

This often happens in newly created Google Ads accounts and when adding a payment card (Visa/Mastercard) or any payment method, there is a problem. This can lead to the ad campaign being suspended and the ad account being disabled.

System evasion error

This is a prohibited behavior in Google’s advertising policy. It is when advertisers deploy Google Ads campaigns on Webs that run prohibited items. Or ads, content, or landing pages that try to deceive or avoid Google’s review process. This leads to your ad campaigns being rejected and your Google Ads account being locked or disabled.

Unacceptable business form

This is one of the mistakes that advertisers often make. It is running ads for unauthorized business forms: counterfeit goods, dangerous products & services, or facilitating illegal behavior. This error is also one of the reasons why Google Ads accounts are disabled.

In addition, there are many other common errors that advertisers often encounter such as unoptimized landing pages, bidding too low, advertising URL errors, incorrect keyword groups, etc.

How to optimize Google Ads performance

Any advertiser or business that deploys a Google Ads campaign wants to maximize every dollar spent on advertising. To improve advertising performance and optimize costs, you need to pay attention to the following issues:

Focus on goals

Before creating any campaign, businesses need to determine their marketing goals. This is to guide the targeting process, set budgets, and choose the appropriate ad formats to achieve the best performance.

Allocate budgets based on performance.

If you are managing multiple advertising campaigns, businesses need to focus on allocating budgets to campaigns that are performing effectively to achieve business goals. At the same time, reduce budgets for campaigns that are testing or have lower return on investment (ROI).

Understand the target audience.

Understanding the target audience is a prerequisite to creating effective advertising models, and increasing interactions and conversions. Take the time to research your target audience by asking them questions. Address their concerns with compelling product information and targeted ad copy. Create compelling, authentic ad copy, including keywords in the title and description and a compelling call to action. Create a message that reflects your brand and the products and services you offer. Use as many ad elements as possible and test and optimize your ad messages accordingly. Don’t over-display ads.

Although displaying ads will help increase brand awareness, if an ad appears multiple times to the same user, it will be annoying. In this case, you should use the ad frequency cap feature applied to display and video campaigns. This is to ensure that ads are not over-displayed to customers. Bidding with Purpose

If you do not have much experience in optimizing ads, especially setting appropriate bids. Then you should choose Google’s Smart Bidding strategy to set the most appropriate and best bid. With Search campaigns, smart bids are applied in real-time to search keywords. For other campaigns, bids will be optimized according to many other criteria. To make the most of the smart bidding strategy, you can choose the Maximize Conversions strategy with a target CPA or the Maximize Conversion Value strategy with a ROAS.

Track conversions to ensure quality

When you want to improve the quality of conversions on ads, take advantage of the conversion tracking and offline conversion tracking features. Which, the offline conversion tracking feature helps you track conversions as customers go deeper into the sales funnel. If you want to exploit more information, use Google Analytics in combination with Google Ads.

Test first

Google’s scope of operations is very large and there is no formula or rule to run effective ads. Instead, advertisers need to regularly test to learn and then optimize. You should test many ad formats, and targeting types, … Then monitor the test results and optimize to help the ad work most effectively.

Through the information shared above, you have a better understanding of Google Ads advertising. At the same time, learn more useful knowledge and know how to apply it to deploy successful advertising campaigns on Google.