As the largest search engine in the world, 98% of internet users in Indonesia use Google to get the information they want on the internet.
Google's huge market reach makes this tech giant one of the most effective advertising media for a business. With the Google Ads advertising platform, you can create ads that will appear in Google search results. Cool, right?
Since July 24 2018, Google changed the name of the ad platform from Google AdWords to Google Ads. But broadly speaking, how to use it is almost the same. Some of the things that have changed in Google Ads are its appearance and features.
1. Create a Google Ads account
Before starting how to create ads on Google Ads, you must first have an account. If you don't have a Google Ads account yet, open the Google Ads site in a browser. Then follow the account creation process for Google Ads. You can also login to the Google account that you already have.
You will then be directed to a page where you can select an advertising goal. If it's your first time creating an ad on Google Ads, Google will direct you to create a Smart Campaign ad, where Google will auto-organize the ad with the help of machine learning.
However, if you want full control over the ads that will be created, it is recommended to switch to Expert Mode by clicking 'Switch to Expert Mode'
2. Determine the Purpose of the Ad
The second step for how to create ads on Google Ads is to determine the goals or objectives of the advertiser. Your ad will then be arranged in such a way as to help you achieve the goals you choose. There are several choices of goals in Google Ads, including:
Sales: for selling products online or offline.
Leads: to get leads and conversions by encouraging customers to take an action.
Website traffic: to get as much traffic or visitors to the website as possible.
Product and brand consideration: encourage customers to recognize the business or product you are selling.
Brand awareness and reach: reach a broad audience and build awareness.
App promotion: promoting the application so that customers install it.
Local store visits and promotion: increase physical store visits.
3. Select Ad Display Type
The campaign type is the display form of the ads that will be created. For each campaign goal. When placing ads on Google, you can choose from several types of campaigns, namely:
- Search campaign
Types of ads that appear when a user searches on search engines with certain keywords. Also known as text ads. Contains a title that points to the destination website, a brief description of the business, as well as contact info,
- Display campaign
Ads that can be text or images that appear on Google partner websites. Image ads will direct users to the destination website. The size of the display ad varies depending on where the ad is placed.
- Shopping campaign
Advertisements that display product information in the form of a catalog. Contains product info, images, prices and clickable links to the destination web page so that customers can shop directly from the site.
- Video campaign
Ads in the form of videos that usually appear on Google partner websites or when accessing videos on Youtube. The duration of the video is short, usually only 8-15 seconds or 5-8 seconds.
- App campaign
Type of ad to promote the application. This ad can be in the form of text or an image with a button that directly directs the user to the App Store or Play Store.
- Smart campaign
This type of campaign is managed by Google with the help of machine learning. This type helps new users to create and manage ads more easily. Provide information about the business name, create an ad, then Google will find the best targeting for your ads to the fullest.
- Local campaign
Designed to help promote physical stores. Ads will appear on search, Maps, YouTube, and Google partner websites.
4. Complete Ad Basic Settings
In this section, you need to complete the basic settings for the campaign to be created. You must complete the basic ad settings such as ad type, ad name, and choice of network to show ads.
5. Define Ad Duration
After selecting the ad type and completing the basic settings, the next step to creating an ad on Google is to define the duration of the ad. Open settings by clicking 'Show more settings' first.
6. Select Range Location and Language
The next step in how to place an ad on Google Ads is to select a range of locations and languages for ad serving. You can narrow your reach to the province or city you want to reach to be more specific.
7. Determine the Target Audience
In this section, you can define your own audience that fits your target market so that ads can be shown more specifically to these people. Determine the audience for example from demographic details, age, interests and so on.
8. Set a Daily Budget for Advertising
For each campaign, you can determine how much money Google can spend on that ad placement each day.
To be able to advertise on Google effectively, you should set a budget that will be used for these ads.
Google has a budget limit feature that will automatically stop ads once the cost limit is reached. So for example, you enter Rp. 100,000/day for campaign A and Rp. 80,000/day for campaign B. So, Google will not spend more than this amount.
You can set the lowest budget first when you just start creating ads. Then slowly you can start measuring ad success and try to optimize it.
9. Set Bidding for Ads
Bidding is the cost that you will spend for each ad objective or the price of one ad click (if you choose to focus on clicks). For bidding, you can set it to conversions, clicks or impressions. When finished, click 'Save and Continue'.
10. Set Keywords for Ads in Ad Groups
Next, do the keyword settings in ad groups. One campaign can contain several ad groups.
You can create one or more ad groups in each campaign that you form. If you create more than one ad group, name each ad group in the column provided. This will make it easier for you to know which ad performs better.
Next, you need to enter keywords that have relevance to the ad created. The goal is that when people enter these keywords in Google searches, your ad can appear in their search results.
There are three types of keyword matches determined by Google, namely exact matches, phrase matches, and broad matches. What is the difference?
Broad match contains all words, possibly in any order, and can include other words.
Phrase match contains all the words, in order, and can include other words before or after the phrase.
Exact match contains only these words in this order.
After filling in the keywords completely, don't forget to click 'Save and continue' for the next step.
11. Create ads/Ad copy
After making the above settings, the next way to create ads in Google Ads is to create an ad display form. For paid search, Google limits the text character so that it can contain the entire content of the ad text in search results.
Make sentences that are simple and informative to lure the audience to click on your ad. After that save the settings by clicking 'Save and Continue'.
12. Do a review
After you finish setting up ads, you will be directed to a review page before you can place your ad on Google. Here you will see the details of the ad that you have created and the required budget. If you still need to make improvements, do it first before publishing ads.
13. Complete payment details
The final step in how to create an ad in Google Ads is to complete the payment details for ad serving. Fill in the required data, such as billing country, timezone, customer info, select payment method, and others.
Payments can be made automatically or manually. If you choose the automatic option, you must have a credit card. But if you choose manual, payments can be made by debit, transfer via mobile banking or ATM, and GoPay.
After everything is filled out completely, check the agreement (I agree to the Google Ads terms and conditions) and click the 'Submit' button.
Then you will be directed to billing details. Complete the payment according to the amount billed. After payment of the bill is complete, the process of placing an ad on Google will be completed and your ad will appear if it has been approved.
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