Google is the largest search engine on the planet with over 3.5 billion searches per day. These are people searching for products and services to purchase as well as to learn something new or be entertained.
In this Google Ads tutorial, we’ll share with you what is Google Ads and explain how small businesses can rank #1 on search results in 2021 with Google Ads.
Introduction to SERP and Keywords
In order to understand what Google Ads are, we first need to understand SERP or search engine result pages. Essentially, this is the page on Google when you’re searching for particular keywords.
These keywords are search queries. For example, if we type keywords like “dentist near me” or “affordable dentists in Tauranga”, these are all keywords or search queries that we can type in to find a dentist in our area.
If we now type in “dentist Tauranga”, which is a keyword because we want to find a dentist in our city or region, Google will produce a page of results. Now, it’s important to understand that Google’s goal is to satisfy the user’s intent.
This means that Google wants to show the most relevant results based on our search query. As you can see, the first result is a Google Ad. Followed by the ads, we have organic results in the form of map listings (snack pack) and website results.
This is essentially what you will see when you search for something on Google. However, some of the elements can be different depending on your search query.
Now that you understand keywords and SERP, it’s time to learn about Google Ads.
What is Google Ads?
Now if you navigate to the top of SERP, you can see a few ads up here. There are many types of Google Ads. However, we’re going to discuss text ads in this Google Ads tutorial, which are popular and effective for small businesses and easier to get started with for beginners.
Google Ads is an advertising platform by Google where advertisers bid on certain keywords, with the intention to appear on the first page of Google search. This is when someone types in a targeted keyword causing the advertisers ads to appear in search results.
How Does Google Place Your Ads?
Consider these two factors:
- Max bid
- Quality score
The combination of how much you’re willing to pay for a potential customer to click on your Google Ad and the quality of your ad itself (which includes the ad relevancy to the search query, click-through rate, and likelihood that someone will click on your ad which highly depends on your landing page) which will determine where your ads are shown.
A landing page is the website page that you’re sending people to from your Google Ads. Other elements that Google considers when ranking your ads are website speed, mobile-friendly, responsiveness, and presence of relevant keywords on the landing page itself.
These factors determine your position on Google search.
How Small Business Can Use Google Ads to Rank #1 on Google
If you look at the dentist example, you can see that they have multiple ad extensions which are basically more information added to the ad to make it more appealing. These extensions include location, phone number, site link, and others.
There are many other Google Ads extensions, that can bulk up your ad to enhance its appeal. These extensions help with your quality score and your overall ad ranking. To dominate the first page of Google with Google Ads, you also want to link your Google My Business account with your Google Ads account.
This will show your Google Ad in two places on the first page of Google search:
- At the top with other text ads
- Below in the Google map listings (snack pack listings)
This creates more exposure for your brand and increases the clicks through to your business.
Targeting Relevant Keywords
To fully utilize Google Ads for small business, you also want to make sure that your target keywords that are relevant. For example, instead of targeting a generic keyword like “dentist”, you want to target more long-tailed keyword variations like “dentist near me”.
This will help you rank for higher converting keywords that real people are searching for with the intention of finding and buying your products or services. Now, a great tool you can use to further discover keywords to target is in your Google Ads account.
It’s called the Keyword Planner – watch the full tutorial. Here, you can find keywords related to your business that you want to target as well as see the cost per click (which is how much it costs the advertiser if someone clicks on their ad).
You can also see the volume of searches per month for each keyword. This is a great free resource. It’s also important to add the keyword you’re targeting in your ad title and description. This will push your ads higher in search results and make your ads more relevant.
The last, important piece of the puzzle is to make sure that your website’s landing page is optimized. This means that it loads fast, has a strong call-to-action (which could be your phone number or a booking form), and is relevant to your ads.
You should also include your targeted keywords on the landing page and throughout the content on your website.
All these factors help your Google Ads rank #1 on Google search. You can watch this complete Google Ads tutorial to set up your text ad campaign for your small business.