Learn how to make the most of your business with Google Ads.

¿What is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform where advertisers pay for each click (or impression) on an ad.

Google Ads is an effective way to direct qualified traffic or suitable customers to your business because they are actively searching for products and services similar to what you offer. With Google Ads, you can increase your website traffic, receive more inquiries, and boost visits to your physical store.

Over time, Google Ads will also help you analyze and optimize those ads to reach more people.

Why advertise on Google?

Google is the most widely used search engine, receiving billions of searches per day from millions of users. In addition, the Google Ads platform has been operating for nearly two decades, giving it a certain level of seniority and authority in paid advertising. Your competitors are using Google Ads (they may even bid on your brand terms). Hundreds of thousands of businesses use Google Ads to promote their businesses, which means that even if you have an organic ranking for a search term, your results will be pushed down the page below your competitors.

1. Ads Extension

Ad extensions allow you to enhance your ad with additional information at no extra cost. These extensions are divided into five categories: Sitelink, Call, Location, Offer, or App.

2. AdRank:

Ad extensions allow you to enhance your ad with additional information at no extra cost. These extensions are divided into five categories: Sitelink, Call, Location, Offer, or App.

3. Bidding

Google Ads se basa en un sistema de puja, donde tú, como anunciante, seleccionas la cantidad máxima que estás dispuesto a pagar por un clic en tu anuncio. Cuanto más alta sea tu puja, mejor será tu ubicación. Tienes tres opciones de puja: CPC, CPM o CPE.

• CPC, or cost per click, is the amount you pay for each click on your ad
• CPM, or cost per thousand impressions, is the amount you pay for one thousand impressions of your ad; that is, when your ad is displayed to one thousand people.
• CPE, or cost per engagement, is the amount you pay when someone takes a predefined action with your ad.

And yes, we will review bidding strategies next.

4. Campaign type

Before starting a paid campaign on Google Ads, you will select from seven campaign types: search, display, video, shopping, app, smart, or maximize conversions.

Search ads are text-based ads that appear among the search results on a Google search results page. Display ads are typically image-based and appear on web pages within the Google Display Network. Video ads are typically six to 15 seconds in duration and appear on YouTube. Shopping campaigns appear in search results and on the Google Shopping tab.

App campaigns use information from your app to optimize ads across websites. Smart campaigns allow Google to find the best targeting for maximum performance. Performance Max is a new campaign type that allows advertisers to access all of Google Ads inventory from a single campaign.

5. Click-through rate (CTR)

Your CTR is the number of clicks you receive on your ad in relation to the number of impressions it receives. A higher CTR indicates a quality ad that matches the search intent and relevant keywords.

6. Conversion rate (CVR)

The CVR (Conversion Rate) is a measure of form submissions relative to the total number of visits to your landing page. In simple terms, a high CVR indicates that your landing page offers a smooth user experience that fulfills the promise of the ad.

7. Display Network

Google ads can appear on both search engine results pages and websites within the Google Display Network (GDN). GDN is a network of websites that offer ad space on their pages for Google ads. These ads can be text or image-based and are displayed alongside content relevant to your target keywords. The most popular display ad options are Google Shopping and app campaigns.

8. Impressions

Each time your ad appears on the search engine results page, it receives an impression. Some advertisers and marketers informally refer to this as "ad visibility."

Impressions make up half of the CTR equation mentioned earlier.

You can use this impression data to understand how many people who see your ad click on it and optimize your ad for a higher CTR.

Keep in mind that it is virtually impossible to convert all impressions into clicks and achieve a 100% CTR. People may click away from the search engine results page (zero-click searches), click on a competitor's ad, or even click on an organic search result instead of clicking on your ad.

9. Keywords

When a Google user enters a query in the search field, Google returns a variety of results that match the searcher's intent. Keywords are words or phrases that align with what the searcher desires and satisfy their query. You select keywords based on the queries alongside which you want to display your ad. For example, a searcher who types "how to clean gum off shoes" will see results from advertisers who have selected keywords such as "gum on shoes" and "clean shoes".

Negative keywords are a list of terms that you do not want to rank for. Google will not include you in the bidding for these keywords. Typically, these words are somehow related to the search terms you desire, but they fall outside the scope of what you offer or want to rank for.

10. PPC Pay-per-click,

It is a type of advertising in which the advertiser pays for each click on an ad. PPC is not exclusive to Google Ads, but it is the most common type of paid campaign. It is important to understand the details of PPC before launching your first campaign on Google Ads.

11. Quality Score (QS)

Your Quality Score measures the quality of your ad based on your click-through rate (CTR), the relevance of your keywords, the quality of your landing page, and your past performance in search engine results pages. The Quality Score is a determining factor in your AdRank.

How does Google Ads work?

There are three participants in the Google Ads process: the searcher, the advertiser, and the Google Ads platform. Each has a role in the functioning of Google Ads so that advertisers and businesses can profit, and customers see (and potentially purchase) products and services that meet their needs.

Here's a breakdown of what happens behind the scenes with Google Ads:

1. Advertisers bid on keywords in Google ads.

Bidding on keywords is how advertisers inform Google of the keywords they want to appear in their ads on the search engine results pages (SERP). Keyword bids can range from a few euros to hundreds of euros per keyword. Advertisers often set a daily budget to allocate funds for individual keyword bids.

Additionally, regardless of the size of your business or your available resources, you can tailor your ads to your budget. The Google Ads tool allows you to stay within your monthly limit and even pause or stop your ad spending at any time.

2. The potential customer searches for a keyword on Google.

The potential customer then searches for a keyword for which an advertiser has made a bid. In the SERP, they will see ads for products or services that closely match the intent of their query. The order of the ads they see largely depends on the ad rank.

3. Google displays ads for that keyword based on the ad rank.

Between the moment the user enters their search in the Google search bar and the moment the SERP appears for that keyword, Google quickly works in the background to perform a process called ad ranking.

Within seconds, Google ranks advertisers from position one to the total number of ad slots available on the SERP. They use the keyword's quality score and the amount advertisers have bid on the keyword to determine who gets the first, second, third position, and so on.

4. The potential customer clicks on one of the websites listed in the SERP.

Once the customer sees the ads for the keyword they searched for, they can decide to click on the one they believe best fits their search intent.

From there, you can decide to make a purchase or click again on the SERP and choose another ad or an organic result to click on. You can also choose to end the search without clicking or making a purchase.

Factors that influence Google ads

Several factors affect your ability to create effective and high-performance ads in Google Ads. Let's take a look at some of them:

AdRank

The ad rank determines the placement of your ads. It is determined by a formula that takes into account your quality score and the amount you bid for a keyword.

The score is based on the quality and relevance of your ad, and Google measures it based on the number of people who click on your ad when it's displayed, i.e., your CTR. Your CTR depends on how well your ad aligns with the searcher's intent, which you can deduce from three areas:

• The relevance of your keywords.
• If your ad copy and CTA meet the searcher's intent
• User experience on your landing page

Your quality score is where you should focus most of your attention when setting up your Google Ads campaign for the first time, even before increasing your bid amount. The higher your quality score, the lower your acquisition costs and the better your ad placement without having to spend more money.

Location

Cuando configures tu anuncio de Google, seleccionarás un área geográfica donde se mostrará tu anuncio. Si tienes una tienda física, esta área debería estar dentro de un radio razonable alrededor de tu ubicación física. Si tienes una tienda en línea y un producto físico, tu ubicación debería estar configurada en los lugares a los que realizas envíos. Si proporcionas un servicio o producto que es accesible en todo el mundo, entonces el cielo es el límite.

Your location settings will play a role in ad placement. For example, if you have a yoga studio in Madrid, someone in Barcelona searching for "yoga studio" will not see your result, regardless of your ad rank. This is because Google's primary goal is to show the most relevant results to searchers.

Keywords

Keyword research is just as important for paid ads as it is for organic search. Your keywords should match the searcher's intent as closely as possible. This is because Google matches your ad with search queries based on the keywords you've selected.

Each ad group you create within your campaign will focus on a small set of keywords (one to five keywords is optimal), and Google will display your ad based on those selections.

Match Types

Match types give you flexibility when selecting your keywords. They tell Google whether you want to precisely match a search query or if your ad should be shown to anyone with a loosely related search query. There are four match types to choose from:

• Broad Match is the default setting that uses any word within the phrase of your keyword in any order. For example, "yoga with goats in Murcia" will match with "yoga with goats" or "yoga in Murcia".
• Modified Broad Match: It allows you to block certain words within a keyword phrase by indicating them with a "+" sign. Your matches will include at least that blocked word. For example, "+goats yoga in Murcia" could produce "goats", "goats like food", or "goats and yoga".
• Phrase Match: It will match queries that include your keyword phrase in the exact order but may include additional words before or after it. For example, "goat yoga" can match "spotted goat yoga" or "goat yoga and puppies." Exact match keeps your keyword phrase exactly as it is written in the exact order. For example, "goat yoga" will not appear if someone writes "yoga goats" or "yoga class with goats."

If you're just starting out and don't know exactly how your target audience will be searching, transition from broad match to a more narrow focus to test which queries yield the best results. However, since your ad will rank for many queries (some unrelated), you should monitor your ads closely and make adjustments as you gather new information.

Title and description

Your ad copy can make the difference between someone clicking on your ad or your competitor's ad. Therefore, it is important that your ad copy aligns with the searcher's intent, matches your target keywords, and addresses the problem of your target customer with a clear solution.

To illustrate what we mean, let's review an example.

A search for "baby swimming classes" yielded this result. The copy is concise and cleverly utilizes the limited space to convey its message and connect with its target audience.

The Swimming Revolution cleverly placed the keyword in its headline, so we instantly know that this ad aligns with what we are searching for. Furthermore, the description tells us why this is the best choice for swimming classes as it addresses the concerns of their target audience, which is a parent looking to enroll their baby in a swimming class.

They use words like "skills," "fun," "confidence," and "comfort in the water" to reassure our nerves about putting a baby in a pool and show us that we will get what we desire from this class: a baby who can swim.

This type of ad copy will get you clicks, but conversions will be achieved by bringing this level of intent to the copy of your landing page.

Ad Extensions

If you're using Google Ads, you should utilize Ad Extensions for two reasons: they are free and provide users with additional information, and they provide another way to engage with your ad. These extensions fall into one of these five categories:

• Site Link Extensions expand your ad, helping you stand out, and provide additional links to your site that offer users more compelling reasons to click.
• Call extensions allow you to include your phone number in your ad, giving users an additional (and instant) way to communicate with you. If you have a customer service team ready to engage and convert your audience, include your phone number.
• Location extensions include your location and phone number in your ad, so Google can provide searchers with a map to easily find you. This option is excellent for businesses with a physical store and works well for search queries like "near me."
• Las extensiones de oferta funcionan si estás realizando una promoción actual. Pueden incentivar a los usuarios a hacer clic en tu anuncio en lugar de otros si ven que tus opciones tienen descuentos en comparación con tus competidores.
• App extensions provide a link to download an application for mobile users. This reduces the friction of performing a new search to find and download the app from an app store.

Google Ads Remarketing

Remarketing in Google Ads is a way to advertise to users who have previously interacted with you online but have not yet converted. Tracking cookies will follow users on the web and deliver ads to these users. Remarketing is effective as most prospects need to see your marketing multiple times before becoming customers.

How to use Google Ad

¿Convencido de que deberías comenzar a utilizar Google Ads? Bueno. Comenzar es simple, pero requiere algunos pasos. Aquí tienes una guía paso a paso para configurar tu primera campaña en Google Ads.

1. Utiliza una plantilla de planificación de Google Ads.

1. Use a Google Ads planning template.

Whether you use a template or decide to do it on your own, follow the remaining steps to start your campaign in Google Ads.

2. Set up your Google Ads account.

3. Elige el nombre de tu empresa y el sitio web.

3. Elige el nombre de tu empresa y el sitio web.

After logging in, you will be taken to a page where you will provide the name of your company and the website. The domain you provide is where anyone who clicks on your ad will be directed to.

4. Select your advertising objective.

Next, select your primary advertising objective. You have four options: get more calls, get more website sales or sign-ups, get more visits to your physical location, and get more YouTube views and engagement.

5. Create your ad.

The next step is to create your ad. This requires creativity and can be a bit challenging.

Fortunately, Google provides tips on what to write. But, of course, the most important thing is to write an ad that attracts and converts your audience.

6. Add keyword themes.

En la siguiente página, puedes elegir palabras clave que coincidan con tu marca. Google te sugerirá algunas; si no estás familiarizado con la investigación de palabras clave, te recomendamos seleccionar las que Google ha sugerido para comenzar. Después de seleccionar las palabras clave correctas, haz clic en «Siguiente».

7. Configura la ubicación de tu anuncio.

The next page allows you to choose the location or locations where you want your ad to appear. It can be near your physical address or anywhere else.

8. Set your budget.

Here, you can use the budget options provided by Google or enter a specific budget.

9. Confirm the payment.

Lastly, provide your billing information.

And that's how easy it is to create your first ad on Google!

As you can see, setting up your paid campaigns on Google is relatively easy (and quick), mostly because the platform guides you through the setup process and provides helpful tips along the way. If you already have your ad text and/or images ready, the setup should not take more than 10 minutes.

What may be less obvious are all the additional things you need to do to ensure that your ads are set up optimally and are easily trackable. Let's look at this next. These are the steps you will follow once your ads are submitted for review.

10. Link your Google Analytics account.

You probably already have Google Analytics set up on your website (if not, here's how to do it in WordPress) to track traffic, conversions, goals, and unique metrics. You also need to link your Analytics account with Google Ads. By linking these accounts, cross-channel tracking, analysis, and reporting will be much easier as you'll be able to see these events in one place.

11. Add UTM codes.

Urchin Tracking Module (UTM) codes are used by Google to track any activity associated with a specific link. You have probably seen them before – they are the part of a URL that follows a question mark ("?"). UTM codes will tell you which offer or ad led to a conversion so you can track the most effective parts of your campaign. UTM codes make it easier to optimize your Google ads as you will know exactly what is working.

The key, however, is to add your UTM codes at the campaign level when setting up your Google Ads, so you don't have to do it manually for each ad URL. Otherwise, you can manually add them using the Google UTM Builder tool.

12. Configure conversion tracking.

Conversion tracking tells you exactly how many customers or leads you have acquired through your advertising campaigns. It is not mandatory to set it up, but without it, you will be guessing the return on investment (ROI) of your ads. Conversion tracking allows you to track sales (or other activities) on your website, app installations, or calls generated by your ads.

13. Integrate your Google Ads ads with your CRM.

There is something to be said about keeping all your data in one place where you can track, analyze, and report on it. You already use your CRM to track contact data and lead flows. Integrating Google Ads with your CRM gives you the ability to track which advertising campaigns are working for your audience, so you can continue marketing with relevant offers.

You can choose from five campaign types in Google Ads. Let's explore the optimal uses of each one and why you might choose one over another.

You can choose from one of the five types of campaigns in Google Ads. Let's explore the optimal uses for each one and why you might choose one over another.

1. Search Ads Campaigns

Search ads are text ads that appear on Google search results pages. For example, a search for 'pocket handkerchiefs' displays sponsored results:

The advantage of search ads is that you're displaying your ad in the place where most searchers look for information first, which is Google. And Google shows your ad in the same format as other results (except for indicating it's an 'Ad'), so users are accustomed to seeing and clicking on the results.

Responsive Search Ads

Responsive search ads allow you to enter multiple versions of headlines and ad copy (15 and four variations, respectively) for Google to select the best-performing ones to display to users. With traditional ads, you create a static version of your ad, using the same headline and description every time.

Responsive ads allow for dynamic ad testing that automatically runs until you find the version that best resonates with your target audience, i.e., the one that generates the highest number of clicks according to Google.

Google Display Ads campaigns

It has a network of websites in various industries and with a variety of audiences that display Google ads, known as the Google Display Network. The benefit for website owners is that they get paid per click or impression on the ads. The benefit for advertisers is that they can display their content in front of audiences that are aligned with their target personas.

These are typically image ads that capture users' attention and divert them from the content of the website.

3. Video Ads Campaigns

Video ads allow you to display advertisements within videos. Remember, YouTube is also a search engine. Therefore, the right keywords will place you in front of a video, interrupting the user's behavior enough to grab their attention.

4. App Advertising Campaigns

Google App Advertising Campaigns promote your mobile application through an ad that is displayed on the Google Search Network, YouTube, Google Play, the Google Display Network, and more.

You can run ads that encourage your audience to install your application or, if they are already using it, to take a specific action within your app.

Unlike other types of ads, you don't design an app ad campaign. Instead, you provide Google with your app information and target audience, and make a bid. Google takes care of the rest to ensure that your app reaches the right audience.

5. Shopping Ad Campaigns

Another type of Google ad is Google Shopping ad campaigns. Shopping campaigns, like other types of ads, are displayed in search results and include detailed product information such as price and product images. You can run a shopping campaign through Google Merchant Center, where you enter specific product information that Google uses to create your shopping ads. Instead of promoting your brand as a whole, shopping ads allow you to promote specific products and product lines. That's why when you search for a particular product on Google, you'll see ads from different brands appearing at the top and/or side. This is what I see when I search for "running shoes". The ads at the top are Google search ads, but the specific products advertised on the side are shopping ads optimized for the keyword "running shoes".

Strategies for bidding in Google Ads

Once you have set up your ad campaigns and have tracking in place, it's time to start bidding. Remember that your ability to rank in Google Ads depends on how you bid. While the amount of your bid will depend on your budget and goals, there are some bidding strategies and settings you should be aware of when launching your paid campaign.

1. Automated bidding versus manual bidding.

You have two options when it comes to bidding on your keywords: automated and manual. Here's how they work:

• Automated bidding puts Google in control and allows the platform to adjust your bid based on your competitors. You can still set a maximum budget, and Google will work within that range to give you the best opportunity to win the bid within those limits.
• Manual bidding allows you to set bid amounts for your ad groups and keywords, giving you the opportunity to reduce spending on underperforming ads.

2. Bidding on brand search terms.

The terms of brand are those that include the name of your company or unique product, such as "HubSpot CRM". There is much debate about whether to bid on your brand terms or not. On one side of the debate, bidding on terms that are likely to generate organic results could be considered a waste of money. On the other hand, bidding on these terms gives you dominance over the search engine results pages and helps you convert prospects who are further along in the funnel. For example, if I have been researching live chat tools and I am seriously considering HubSpot's Live Chat, a simple search for "HubSpot live chat software" will give me exactly the result I'm looking for without having to exert effort in scrolling.

The other argument in favor of bidding on your brand terms is that competitors may bid on them if you don't, occupying valuable space that should be yours.

3. Cost per Acquisition (CPA).

If the idea of spending money to convert prospects into customers makes you uncomfortable, then you can set a CPA and only pay when a user becomes a customer. While this bidding strategy may cost more, you can be at ease knowing that you will only pay when you acquire a paying customer. This strategy makes it easier to track and justify your ad spend.

Best practices for Google Ads

If you have tried advertising on Google without success, don't give up. There are many reasons why your Google ads may underperform. But first, let's cover some standard best practices for Google Ads.

1. Use a PPC planning template.

Using a planner helps keep your PPC projects organized. With the Google and HubSpot PPC Planning Template, you can see how your ads will appear online, check the character count, and manage your campaigns, all in one place.

2. Avoid broad keyword terms.

You really need to get your keywords right, which is why testing and adjusting should be part of your strategy. If your keywords are too broad, Google will display your ad to the wrong audience, resulting in fewer clicks and higher ad spend.

Review what's working (i.e., which keywords are generating clicks) and adjust them to better align your ads with your target audience. You may not get the right combination the first time, but you should continue adding, removing, and adjusting keywords until you achieve success.

3. Don't run irrelevant ads.

If your ad doesn't align with the searcher's intent, you won't get enough clicks to justify your ad spend. Your ad headline and text should match the keywords you're bidding on, and the solution your ad offers should address the problem that the searcher is experiencing. It's a combination that will yield the results you're looking for, and it may just need some adjustments. You have the option to create multiple ads per campaign, use this feature for split testing and determine which ads perform better. Alternatively, use Google's Responsive Search Ads feature for even better results.

4. Improve your Quality Score (QS).

Although Google provides information about your Quality Score, it is your responsibility to improve it.

Aunque Google te informa sobre tu Índice de Calidad, es tu responsabilidad mejorarlo.

5. Optimize your ad landing page.

Your efforts shouldn't stop at your ad; the user experience after clicking is equally important. What does your user see once they click on your ad? Is your landing page optimized for conversions? Does the page address the user's problem or answer their question? The user should experience a seamless transition through the conversion process.

Tips for Google Ads.

Now that you know how to use and set up a Google Ads campaign, here are some quick tips or best practices you should follow to help you create successful campaigns.

Now that you know how to use and set up a Google Ads campaign, here are some quick tips or best practices you should follow to help you create successful campaigns.

1. Have a clear goal.

It is vital to define your goals before creating your ad, rather than creating an ad first and then adjusting it to fit your goals. Sit down with your marketing team to prepare an advertising plan and set SMART goals for your Google Ads campaigns.

Create a relevant landing page.

When prompted to add your URL when creating your ad, make sure that the URL you provide leads to a relevant landing page. If your ad is enticing enough to receive clicks, you can undo all that great work if you direct them to a poor landing page.

Therefore, optimize your landing pages so that your ad helps convert a curious visitor into a paying customer. Refer to our landing page guide to learn exactly how to create great landing pages.

3. Utiliza las palabras clave correctas.

Keywords are extremely important, so it's crucial to choose the best ones for your ad.

For example, let's say you have a cat clinic. A generic keyword like 'cat clinic' won't target people in your area, but something like 'cat clinic in Sevilla' is more likely to attract the right audience.

4. Automate the process.

By optimizing the bidding process, you can maximize conversions. Tools like Smart Bidding can increase or decrease bids for you based on the likelihood of success. This way, you will spend money only when there is a higher probability of success.

5.. Use ad extensions.

Extensions can take the performance of your ad to another level. These extensions allow you to specify your locations, services, products, or sales promotions.

For example, you could include a phone number in your ad so that people can call you for immediate information about your services.

6. Use negative keywords.

Google Ads allows you to include negative keywords. Using these keywords indicates what your product or service is not, thereby preventing you from appearing in irrelevant search results.

Using the example of a cat clinic, it's possible that you only cater to cats and not dogs or other pets. In this case, you can exclude terms like "dogs" and other qualifiers.

7. Measure and improve your strategy.

When you integrate your ads with Google Analytics, you'll be able to track important metrics such as page popularity, keywords that generate the most traffic, and more.

Collecting and analyzing these and other metrics will help you improve the quality of your ads, increase your conversions, and grow your revenue over time.

Additional resources to optimize your Google Ads:

The ad copy and headline are not the only components that will make your paid campaign successful. Getting a user to click is just the beginning... they must land on a conversion-optimized landing page and then be directed to a thank-you page that tells them what to do next.

If you want your Google Ads to generate leads and qualified customers, take a look at these additional resources and use them as guides while setting up your Google Ads campaign.

• Best practices for landing pages will teach you how to set up a landing page that is optimized for conversions so that you don't waste those valuable clicks.
• Optimized "Thank You" pages show you what to do with your new leads after conversion, how to keep them engaged on your website, and ways to maintain their attention.
• Google Mobile Ads Tips teaches you the key differences between desktop and mobile ads and how to optimize both.
• Google Ads cost optimization will show you how we, at HubSpot, maximize our spending on Google Ads to get the best return on investment.
• Examples of high-quality Google Ads that convert share successful Google advertising campaigns.

Start your Google Ads campaign

Given its reach and authority, Google Ads should be part of your paid strategy. Use the tips we have covered to get started and remember to refine and iterate as you progress.

There is no such thing as a Google Ads campaign that doesn't work; some just require more effort and optimization. With the strategy and information provided earlier, you have everything you need to create a successful Google Ads campaign that generates clicks and converts leads.