How to set up a Google Text Ad [Video]

How to set up a Text Ad in Google Ads

Google Ads are one of the first names on the marketer's team sheet, but there are lots of intricate ways to improve efficiencies, increase click through rates and reduce your overall cost per click - the trouble is that lots of marketers simply do not know enough or indeed have the time to learn about the ins and outs of every setting.

Why Choose Google Text Ads?

They are a simple way to get your message across to your ideal customer at their point of searching for a product, service or keyword.

What experience have you had with Google Text Ads?

I have worked with a variety of clients from the service sector through to pharmaceuticals and the rigmarole which that entails, I've also worked with customers who have a split business type with both direct sales and longer lead times involving NDAs. There is no budget limit either, you can be putting 100's of thousands of dollars through to a few hundred dollars into Google Ads, but there is always something to be saved and something to be tweaked and improved on.

Where do Google Text Ads appear?

They appear at the top of the SERPs as well as on partner sites and in display if selected at the account level.

What is the difference between Account, Campaign and Ad group level?

Accounts are generally set up as one per company or one per branch of a company. then within that you can have a series of campaigns, themed as you would like, topics, applications, products etc. Then within the campaigns you can set up Ad Groups which are themed in a similar way, focusing on particular areas related to the overall campaign theme.

What is the Display Path URL?

This is just a nice, clean way for the URL to be displayed if you have a complicated final URL with lots of referral parameters.

When should I use Keyword Insertion?

When you are bidding on lots of keywords or have lots of related products. For instance if you bid on different grades of stainless steel, keyword insertion allows you to insert the exact match of the user query:

EXAMPLE SERP: {Stainless Steel 316} in stock now

How would you make the most of a countdown timer?        

If you have an event coming up such as a trade show, conference or even a webinar you can create a sense of urgency by adding an automatic countdown timer.

Review your Google Ads Strategy

What are the best ways to use the IF function?

For instance with device targeting you can target people IF they search on mobile THEN display your phone number as they will be  more likely to call straight away.

This function also works well when remarketing to an audience of returning visitors. For example IF they have already visited a particular application or industry section of your website (such as Pharma) THEN the advert can use a more targeted call to action.

EXAMPLE SERP: Chemical Analysis {for Pharma}

Do you see many clients taking advantage of these hidden secrets?

Not really. Google Ads is so complex that you have to have someone dedicated to understanding and staying up to date with the changes and best practice of the programme. In Scientific insudtries, get it wrong and it's an easy way to add to Google's (Alphabet's) 1 trillion dollar valuation. Get it right and watch sales of high margin products soar through the roof!

Posted by Matt Rafferty

Matthew graduated from Sheffield Hallam University with a first-class masters degree in chemistry in 2017 and moved into freelance medical writing before joining AZoNetwork. During his time at AZoNetwork Matthew has been deeply involved with analytics, in particular Power BI. Both AZoNetwork and clients alike have benefitted from his unique analytical skills, gaining insights from big data sets where few dare to tread! In his spare time, he is a keen climber and mountaineer travelling to various places throughout the world as well as being a classical guitar teacher and session musician.

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