Google Ads How to Use It?

That's why AdWords advertising works with a bidding system. In fact, you must set a maximum cost per click for each keyword, which will be your bid. That is, the maximum you are willing to pay for that ad.

However, it doesn't stop there. You won't have to pay the maximum cost you set, nor will the highest bidder be the one who comes out on top. That's why this is the great advantage of knowing how to use Google Ads , which will reward those who do it well, not just those who simply put in money and forget to optimize their campaign.

Similarly, Google wants its ads to be as relevant as possible, which is why it has introduced a parameter called Quality Score, a rating system from 0 to 10. This is aimed at each keyword you bid on; the higher this score, the more competitive your ads will be.

In addition, the price you will have to pay for each ad will not be exactly your bid, but one cent more than the previous ad was bid. In the same way, the ads are balanced, considering the most relevant ads, and making sure that the price of each keyword does not inflate as much.

When you set up your first campaign, one of the things that may seem confusing to you about how to use Google Ads is bidding strategies. These are the main ones:

✔️ Maximize clicks: Ads will help you set the maximum bid so that you appear in the top positions. This is the best way to start and also to know the costs of each word.

✔️Maximize conversions: the first thing you need to set up is conversions, which give the action that the user must take on your website. Such as a sale, a registration leaving contact information, or making a phone call. We can say that it is a good automatic strategy when your ads already start receiving enough clicks, because in order to use it you must have at least 30 conversions recorded in a month.

✔️ Target CPA: This is a cost-per-acquisition strategy. This is where you tell the tool the maximum cost you are willing to pay for each conversion. This way, Ads will take care of getting you conversions below a certain cost. As long as this is in line with the most obvious reality. If the cost per click for the word “public official” costs 2 euros, and I tell the tool that I am going to pay 1 euro at most, it would be best to leave this strategy aside.

✔️ Manual CPC: Manual Cost per Click. If the bids were previously set automatically, we are the only ones who indicate the maximum cost for each keyword. This makes it a more laborious strategy, but at the same time it is the one that gives the most control.

In conclusion, the best way to start is to maximize clicks and then move on to maximize conversions or target CPA. But if we want to have absolute control over what we bid for each keyword, then we should definitely use Manual CPC.

The first thing Google will ask you after setting up your first campaign is which keywords you will choose for your first ad group.

You can enter a web page and Google will provide you with a list of suggestions. Our advice is to be very selective. It is advisable to start with few words rather than go crazy with endless lists.

In addition, you must choose what they call the match for each of the keywords. This can be as follows:

Broad: you let Google include synonyms and any related searches. To use it, you must type the keyword without any symbols. For example: buy women's shoes.

Modified broad: you can allow related words to be included, but the term written with a + symbol in front of it must be in the search. For example: buy + women's shoes. If another person types buy women's shoes it would be activated, so be careful where you put the +.

Phrase: This includes the word or words in quotation marks, and the searches that will trigger the ad must contain the words in quotation marks. For example: “ buy women's shoes ”.

Exactly: you type the word in brackets: [buy women's shoes]. This will trigger the ad if this search is typed, accepting plural words and slight variations such as spelling mistakes. If I search for shoes, and type shoes, the ad will also trigger. You see the ads if I type “ buy women's shoes ”. Google understands that I have written it wrong.

Finally, once you have your first campaign ready, it is recommended that you leave it active for a few days to start collecting data.

You can also generate your own reports, although you should keep in mind that the ones offered by Google by default are very complete.

The key to knowing how to use Google Ads is to gradually optimize your campaigns. And how can you do this? By being analytical, and understanding what is happening. There are a variety of ways to optimize, but the most commonly used are:

✔️ Negative keywords : These are the keywords that are indicated to Google to deactivate the publication of the ad. For example, the word hunger, following the example mentioned above. When we go to the keyword report, we have an option that includes search terms, which we should monitor periodically to deactivate those words that do not interest us.

✔️ Matches: It is advisable to start with broad match and phrase match at the same time, but when you get the best keywords, move them to exact match in another ad group. You can also work on them separately and improve their performance.

✔️ Analyze behaviors: It is also very interesting to know which type of device converts the most. In this way, you may be interested in bidding more only for those devices. Or simply knowing the schedules and geographic areas better. By detecting opportunities, we will be able to create specific campaigns or ad groups for those segmentations that have a better performance.

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