Advertising on Google and having your site highlighted in the biggest search engine on the internet is the desire of every entrepreneur or marketing manager. Just as in the 90s companies only existed if they advertised in telephone directories – in the famous “yellow pages” – today a business only becomes known and grows exponentially if there is investment in search marketing .
How to advertise on Google
Google today is like the yellow pages of the 90's!
There are basically two ways to advertise a website on Google. One is through sponsored links (Google Ads) and the other is to achieve a good organic position in search results. In the case of Google Ads, it is necessary to pay for each click that the ad receives, in addition to being recommended to hire a professional or agency certified by Google. In the case of the organic result, the investment is only in a professional SEO work, which will contribute to the gain of the positioning of your website.
How to create a Google Ads account?
Google Ads is Google's advertising platform through which companies register, make an investment and create their ads.
To create a Google Ads account, you must have a Google (Gmail) account . You can use a personal account or even create an exclusive Gmail account to be used in Google Ads.
How to Create a Google Ads Account
Google Ads homepage. Create your account!
General account information
You will need to register some data, such as the billing country, time zone (very important for your ads to be displayed correctly) and monetary unit (currency).
Billing/payment information
At this stage, it is necessary to inform whether the account will be a legal entity (PJ) or an individual (PF), in addition to the CNPJ/CPF, name, address, city, state, zip code and contact. Choosing the payment method is also part of this step and you can choose to make automatic payments (via card) or manual payments (via card or bank slip).
How does Google charge?
Google charges only when someone clicks on your ad and is directed to your website (or clicks through to call your business - campaign type available for mobile devices).
In the case of automatic payment, the amount is debited from the card automatically. In the case of manual payment, the account must have credits for the ads to be displayed, as Google will debit the amount of the click directly from your balance.
Ad on Google Search Page
To advertise on the Google search page, you need to set up one of the corresponding campaign types. Current campaigns are: search, shopping and remarketing (RLSA). There is also the call-only campaign, which is exclusive to mobile devices and directs the user to call your company (instead of taking them to the website).
Google Ads Search Network Campaign
Choose the campaign type and your goal!
survey campaign
This is the most traditional of all campaigns. To advertise a website on Google through a search campaign, you will need to create a campaign and define some criteria, such as: daily budget, display hours of ads, display locations (city, state, country, “radius” from a particular location), among others.
In addition, to effectively highlight the site on Google, it is recommended that the campaign be subdivided into ad groups . These groups gather similar words that can trigger ads. To illustrate, think that a furniture store might be interested in advertising tables and chairs, so it is recommended that the words related to each of the two products be in different groups.
Still in the campaign configuration, within the ad group, you need to create the text ad , remembering that it must contain the main characteristics of your Email Marketing Database product/service, the differentials/benefits that your company offers and highlight any promotions. Ads are made up of: title, description, destination URL (website page where the visitor will be forwarded when clicking) and ad extensions, which despite not being mandatory, are very important for the success of a campaign.
Finally, it is necessary to select the keywords . They are the ones that will trigger the ad. Make a list of words using planning tools. Google itself has the keyword planner, which is available in the Google Ads admin panel. But there are other very good tools for this planning stage, such as SEMRush and AhRefs.
Attention: when selecting your keywords, also define which terms cannot appear in the search. Going back to the furniture store example, if it only sells new furniture, a word that should not trigger ads is “used”. In this case, the term “used” must be inserted in Google Ads in the “negative words” section.