{"id":281358,"date":"2019-12-04T17:29:10","date_gmt":"2019-12-04T16:29:10","guid":{"rendered":"https:\/\/www.isoladicomunicazione.com\/how-google-ads-works-the-goals-and-keywords\/"},"modified":"2025-01-09T10:12:10","modified_gmt":"2025-01-09T09:12:10","slug":"how-google-ads-works-the-goals-and-keywords","status":"publish","type":"post","link":"https:\/\/www.isoladicomunicazione.com\/en\/how-google-ads-works-the-goals-and-keywords\/","title":{"rendered":"How Google Ads works: the goals and keywords"},"content":{"rendered":"\n
How Google Ads (formerly Google Adwords) works: the goals and Keywords.<\/p>\n\n
First of all, to set up a good Google advertising campaign, it is necessary to establish the purpose and set some basic parameters including:<\/p>\n\n
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theobjective of<\/strong> the campaign i.e. you need to be clear about the purpose of the online advertising you are setting up. For example, you may decide to increase the popularity of your brand, present your site, sell products, collect leads, etc. <\/li>\n\n\n\n
The daily budget<\/strong> you want to invest on ads depending on the audience you want to reach<\/li>\n\n\n\n
the target audience<\/strong> or audience you want to address, taking into account the location or geographic area where you intend to show your ad<\/li>\n\n\n\n
the keywords<\/strong> or keywords<\/strong> most appropriate to the ad, to be used to intercept user searches and make the advertisement appear<\/li>\n\n\n\n
The ad groups<\/strong> that serve to accommodate the different types of possible ads<\/li>\n\n\n\n
the ads<\/strong> that potential customers will see i.e., the actual creation of the ad by writing its text with all the information you want to show in the ad. In addition to this, it is important to think about the landing page of the site where users will land after clicking on the ad. <\/li>\n<\/ol>\n\n
Goals in Google Ads Campaigns<\/strong><\/h2>\n\n
Goals in Google Ads Campaigns are used to identify and target the type of result<\/strong> you want to achieve for your business when creating the ad campaign itself. For example, sales, site visits, generating leads. What is important to know is that only one goal<\/strong> can be set for each campaign at a time<\/strong>.Consequently, if you want to achieve two different marketing results for the same campaign, you will need to set up two different campaigns<\/strong>. Thus a campaign to increase contacts will have a lead goal, while a campaign to increase sales will have a sales goal. <\/p>\n\n
What are the goals for different types of campaigns<\/strong><\/h3>\n\n
Depending on the product or service you want to advertise, campaigns are divided into Search Network<\/strong>, Display<\/strong>, Shopping<\/strong>, Video<\/strong> and App.<\/strong> For each of them, it is therefore possible to set the objectives individually<\/strong>, which we summarize below: <\/p>\n\n
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Sales: <\/strong>to boost sales or online conversions of users who are ready to buy. Useful then to interact with customers who have already viewed the website and are close contacts to purchase. <\/li>\n\n\n\n
Lead:<\/strong> to get customers interested in your product to express their interest by leaving contact information or signing up for a newsletter.<\/li>\n\n\n\n
Web traffic:<\/strong> to lead potential customers to visit and interact with your website.<\/li>\n\n\n\n
Product consideration:<\/strong> to encourage potential customers to explore the products or services offered on your site and inform users about the value proposition of the offering.<\/strong><\/li>\n\n\n\n
Brand awareness: <\/strong>to increase recognition of your brand and products or services.<\/li>\n<\/ul>\n\n<\/figure>\n\n
Keywords in the Google Ads tool<\/strong><\/h2>\n\n
So the Google Ads tool works primarily through the use of keywords<\/strong>. In fact, in setting up your Google Ads campaign you have the opportunity to orient it very<\/strong> specifically to your target industry and a very specific target audience. How? By going to choose a set of terms that best identify and circumscribe one’s business, which presumably the audience will search for in Google, and then fight for the top positions in the available advertising spaces. In fact, the budget set for the keywords chosen during the creation of the advertising campaign will determine a real auction among participants<\/strong> for placement in the highest places in the serp. <\/p>\n\n
For this reason, it is good to have the shrewdness and skill to target effective but not overly contested keywords<\/strong> so that you have less competition to overcome while avoiding having to sustain too high a bid to outbid perhaps large businesses that have paid for the same keyword.<\/p>\n\n<\/figure>\n\n
Google Ads auction for keyword bidding<\/strong><\/h2>\n\n
Specifically, every time a user performs a search in Google, the auction is started that determines which ads are to be shown.<\/p>\n\n
The best position is assigned not only based on the choice of keywords, but also in consideration of several factors. In particular, it is determined by a score defined by Ad Rank: Ad Position = Ad Rank = Bid CPC * (Quality Score + Ad Extensions)<\/strong><\/p>\n\n
So the three main factors evaluated by Google for the Google Ads auction are:<\/p>\n\n
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Bid<\/strong>: that is, the maximum amount you are willing to pay for one click on the ad.<\/li>\n\n\n\n
Ad quality<\/strong>: given by the relevance, effectiveness of the ad and the website page it links to in relation to the search made by the user who will see the ad. Ad quality is summarized in the quality score, given by Google and which you can monitor and try to improve in your Google Ads account. <\/li>\n\n\n\n
Ad extensions<\/strong>: this is additional information that you can include when creating the ad. For example, the address, phone number, or other links to specific landing pages. <\/li>\n<\/ul>\n\n
In practice, it is possible to get a better position at a lower price<\/strong> than the competition by using particularly relevant keywords, ads and extensions<\/strong>. In fact, the ad with the highest Ad Rank gets the first position in the section of the search page where paid ads are shown. <\/p>\n\n
Understanding How Google Ads Works requires putting years of experience and field-proven optimizations to work.An effective Google Ads campaign aims to choose specific keywords and use strategies that are always in step with changes on the web.<\/b><\/p>\n\n
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