With the right preparation, Google Ads is a powerful marketing tool. Photo: Pixabay

Google Ads offers many possibilities

The second step involves preparation. Google Ads is relatively complex and offers many options – not all of which are equally useful for every company. Google’s universe is vast. Therefore, before moving on to detailed campaign planning, it is important to decide on which channels your ads should appear.

Depending on the channel, the ad format also varies: while conventional Google search primarily uses text ads, the Google Display Network allows the use of banners. On YouTube, customers can also be reached via video.

The success of a Google Ads campaign is measurable

The next step is to define the campaign goals: is the focus on reach and brand awareness, or is it more about generating leads? This decision should be made in advance. By setting precise metrics, you can determine when the goal has been achieved. This makes progress measurable and makes it easier to decide whether the strategy needs to be adjusted.

Conversion tracking is a useful tool that can be activated during campaign setup. It allows you, for example, to see how many contact requests or sales resulted from Google Ads and how much a conversion typically costs.

Intensive Keyword Research Pays Off

The centerpiece of a Google Ads campaign is the so-called keywords. Every time a user enters a keyword on Google, relevant ads are displayed. For the selected keywords, Google Ads assigns a quality score. This score primarily depends on the relevance of the ad to the search query, the expected click-through rate, and the anticipated user experience on the landing page.

This score, combined with the budget, determines whether and where an ad will appear. It is therefore worthwhile to invest in thorough keyword research and in structuring your company’s landing page according to the keywords.

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