Marketing Mondays: Google Ads

EDIT 11/26/2018: Google has released a statement stating they have restricted Google Ads for businesses that work within the third-party repair community. The purpose of these restrictions is for Google to get a handle on "misleading or predatory behaviors." Google will be creating verification programs to ensure businesses are not providing false claims about their services. Until then, repair stores are left without ads.

When people need a service, they turn to major search engines like Google to find exactly what they’re looking for. That’s why it’s incredibly important to make sure your business shows up at the top of the results when they search for what your business offers. There are a bunch of different search engines out there and each one has their own advertising platform. Since most searches go through Google, we are going to focus on Google Ads.

Have you ever seen an ad like this on Google?

This is a paid advertisement that shows up when you search for a specific keyword. The business, or Apple in this case, chose a specific keyword and paid to get their name at the top of the results page. Since people normally click on the first result they see, GoogleAds makes it easier for you to be at the top of the list.

First, you’ll have to make a Google Ads account.

Once you create your account and sign in, you’ll be taken to your dashboard.

First, Google will ask you what your budget is. This is the maximum amount you want to spend per day on your ad. Remember that not all of the money that you enter here will be spent, but rather, this is the maximum amount you want to spend per day.

Next, you’re going to choose the location that you want to target. You can get specific with this. If you have one or several store locations, you can choose accordingly.

When choosing a specific location, you have the option to “Add,” “Exclude,” or target “Nearby” customers. When you choose “Nearby,” it will take you to this popup that shows the general area that you will be targeting. You can then “Add” the Nearby audience.

Once you’ve selected your audience, you need to choose the type of ad you want. Google offers two types of ads, Search Ads and Display Ads.

Search ads are the text based ads that you see at the top of the Google search results. Display ads are visual-based ads that show up on all Google-related sites. For example, these are the ads you see in the sidebars while you’re on a website. Keep in mind that if you choose both Display and Search Ads, your budget will be split in half between those two ads.

Once you choose what kind of ad you want, you need to select your keywords. These are going to be what people search for when you want your ads to show up. Popular search terms will be more expensive than the less popular ones but they’re also more likely to generate leads. Make sure to pick and choose accordingly.

When you just start out, we recommend automating your bid. That way Google spends your money in the best possible way in order to meet your goal.

The last step is making your ad. You will need a landing page (or website), headline, and a description. There will be a live preview on the right while you’re creating your ad. Make sure to create this as short and sweet as possible. If you’re currently offering any specials, make sure to include them in you ad. For example include, “Call now and get $20 off of your screen repair!”

When you’re done just click save, enter your payment information, and you’re ready to go! We recommend checking on your Google Ads account everyday to stay updated on the success of the campaign. It is also useful to record your results on a weekly basis to see how your Ad account as improved over time.