CONTACT
I accept the privacy policy

The information you send through this form is of a personal nature and, therefore, we need to remind you of the rights you have in terms of data protection. The responsible. We inform you that your data will be processed by BCM Integra Comunicación as responsible for this website. Purpose. We ask for your name, email and telephone number in this form to be able to answer your question; By sending this information you will NOT be subscribing to any mailing list nor will you receive commercial news periodically. Legitimation. By checking the checkbox that appears above, you are giving your consent for your data to be treated in accordance with the purpose of this form that appears in our privacy policy.

Basic guide to start your first Google Ads campaign from scratch

Basic guide to start your first Google Ads campaign from scratch

Google Ads is one of the fastest and most effective systems to market any product or service on the internet. Unlike other strategies such as SEO or Inbound Marketing, which require months of work, with Google Ads you can get the first results in just a few hours.

Google Ads (formerly Adwords) offers a wide range of advertising solutions: YouTube, Display, etc. But today we are going to focus on SEM campaigns: the ads that appear in search results. Its main advantage is that they are only shown to users when they search for your products or services and you only pay when they actually click on one of your ads.

From the outside, Google Ads may seem like a mystery difficult to unravel. In this article, we will help you take your first steps on the platform to create ads that drive relevant users to your website. Users who end up buying your products and services.

How Google Ads work

As we have seen, Google Ads is based on the PPC (Pay Per Click) system: you pay for every click your ads receive from potential customers. The mechanism is an auction where companies bid for their websites to appear among the first results when the user searches for certain keywords that are related to their products and services.

The cost per click for each ad is determined by the amount that other advertisers are willing to pay for that same search, so it can vary greatly over time and from one industry to another.

However, it is not always the highest bid that wins. Google always wants to show the users the most relevant ad for their search, even although another advertiser is willing to pay more for the click. Google calls this metric the Quality Level or Quality Score of an ad, and it is based mainly on:

  • The probability that the user will click on the ad.

  • How well it match the user's search intent.

  • The user experience on the landing page. Essentially usability, loading speed and ease of navigation.


How to create an ad in Google Ads

The Perfect Cost Per Click (CPC)

Google Ads is an auction, and to participate you have to establish a daily budget and a bid or maximum cost per acquisition that determines how much you are willing to pay for each click and every keyword.

For example, if you sell a product for 200 € and the profit margin is 50%, the maximum cost per sale will have to be less than 100 €. If you think earning 70 € per sale is good enough, then you can pay Google a 30% commission for each successful conversion.

On the other hand, the conversion rate is the percentage of users who end up buying when they visit your online store. For example, if for every 1,000 visits 10 buy a product, that is a conversion rate of 1%.

Maximum cost per click (CPC) = your profit x Google's commission x your conversion rate. In this case it would be: 100 x 0.3 x 1 = 0.30 €. This means that you can spend up to 0.30 € per click on Google Ads and still earn 70 € per sale.

However, the final cost per click may be lower than your maximum bid, especially if your ads have a high quality level or if the competition is offering less for the keyword you have selected.

Find the right keywords

Go to the Google Keyword Planner and put yourself in the shoes of your customer. If you wanted to buy your product, how would you search for it on Google? Type in exactly that and you will get keyword ideas, with the monthly search volume in your region and the average CPC for each of them.

Build an amazing landing page

Make sure that users who click on your ad will end up on a landing page that is optimised for their conversion. Choose a simple design, with an eye-catching and powerful headline, a clear and concise text, and visuals that help you get your message across.

Write your first ad

The text of your ad must be short, precise and attractive. Make a unique value proposition that sets you apart from the competition. Add a call to action. Try to include the keyword in the URL so that it is highlighted and has more exposure.

In order to compare results, it will be necessary to create at least two slightly different ads that will help you to determine which one works best and gradually optimise your campaign.

Choose the best type of match

On the dashboard, go to the keywords and set the match type. Google defaults to the "broad match" type, but you will probably need a more specific match. With broad match, Google will choose any word in your phrase and show your ad with searches that include any of those words, possibly also in searches that have little or nothing to do with your products and services. Using this type of broad match is one of the most common reasons why Ads campaigns are sometimes unprofitable.

Conclusion

Google Ads is a great solution for online advertising with great flexibility, but it also has a complexity that makes it difficult to get the most out of every euro invested.

As a Google Partner, BCM Marketing is a marketing agency specialised in Google Ads and we can help you establish the best strategy and optimise your SEM campaigns to the maximum.

 


Technical cookies are strictly necessary for our website to work and you can navigate through it. These types of cookies are those that, for example, allow us to identify you, give you access to certain restricted parts of the page if necessary, or remember different options or services already selected by you, such as your privacy preferences. Therefore, they are activated by default, your authorization not being necessary in this regard. Through the configuration of your browser, you can block or alert the presence of this type of cookies, although such blocking will affect the proper functioning of the different functionalities of our website.


The analysis cookies allow us to study the navigation of the users of our website in general (for example, which sections of the page are the most visited, which services are used most and if they work correctly, etc.). From the statistical information on navigation on our website, we can improve both the operation of the page itself and the different services it offers. Therefore, these cookies do not have an advertising purpose, but only serve to make our website work better, adapting to our users in general. By activating them you will contribute to this continuous improvement. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Functionality cookies allow us to remember your preferences, to personalize certain characteristics and general options of our website, every time you access it (for example, the language in which the information is presented to you, the sections marked as favorites, your browser type, etc.) Therefore, this type of cookies does not have an advertising purpose, but by activating them you will improve the functionality of the website (for example, adapting to your type of browser) and the customization of it based on your preferences (for example, by presenting the information in the language that you have chosen in previous occasions), which will contribute to the ease, usability and comfort of our page during your navigation. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Advertising cookies allow us to manage the advertising spaces included in our website based on criteria such as the content shown or the frequency in which the ads are displayed. For example, if you have been shown the same ad several times on our website, and you have not shown a personal interest by clicking on it, it will not appear again. In summary, by activating this type of cookies, the advertising shown on our website will be more useful and diverse, and less repetitive. You can enable or disable these cookies by checking the corresponding box, being disabled by default.


Behavioral advertising cookies allow us to obtain information based on the observation of your browsing habits and behaviors on the web, in order to show you advertising content that best suits your personal tastes and interests. To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.
To understand it in a very simple way, we will give you a fictitious example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, activating this type of cookies, the advertising that we show you on our website will not be generic, but will be oriented to your searches, tastes and interests, therefore adjusting exclusively to you. You can enable or disable these cookies by checking the corresponding box, being disabled by default.

SAVE

BCM Integra Comunicación, S.L. uses its own and third-party cookies to ensure the proper functioning of the website, collect information on its use and personalize your navigation. Click "Accept" if you accept all cookies.

You can also configure or reject cookies by clicking on SETTINGS
or obtain more information in our COOKIE POLICY.
X