Google advertising is an effective digital marketing tactic for any business. Powered by the world’s largest online search engine, Google advertising services can help you attract customers in many ways.

NEXT BASKET offers turnkey Google advertising solutions, including:

  • Managing Google Ads with advertising campaign budgets that you set
  • Developing and managing a Google Ads account in Google Ad Manager, the account linked to the search engine’s online advertising ecosystem
  • Creating, monitoring, and optimizing various Google Ads campaigns for large, medium, and small businesses.

How search engine advertising works: Google, Bing, and Yahoo

Search engine marketing (SEM), or pay-per-click, is a digital advertising tactic based on keyword bidding strategies.

The objective is to promote your website and its products or services to those searching for specific keywords. They’ll see your ads at the top of the search engine results page (SERP).

Users would read your Google search ad and click on it if it’s relevant. From there, they would land on your website landing page or ecommerce store.

Each network — Google, Bing, and Yahoo — offers SEM:

  • Google has Google Ads (formerly known as Google AdWords). Companies create and manage advertising campaigns associated with specific keywords on this platform. Paid ads appear at the top of search results.
  • Bing uses Microsoft Ads (formerly Bing Ads) with the same framework as Google for search ads. The growing popularity of Bing can enhance your marketing efforts and help your business reach new potential customers.
  • Yahoo has the Gemini module. In it, paid campaigns with keywords appear in Yahoo and Verizon Media properties for both desktop and mobile users.

Effective search engine advertising from NEXT BASKET

NEXT BASKET can manage all your ads on the Google Search Network. 

Running Google ads can be time-consuming and complex, so our solutions aim to make it easy for you to reach your business goals.These are the different types of Google Ads you can use. 

Search ad campaigns and responsive search ad

Search ads appear at the top of the results if relevant to the user’s search query. You can expect conversions for these ads, as they are prominent.

A responsive search ad is a sub-category involving multiple headlines and text. Google displays those that best match the search term.

Display ad campaigns

Display ads are found on web pages and are clickable for visitors.

Google has a network of websites covering many industries where these ads can appear, called the Google Display Network.

Video ad campaigns

For video ad campaigns in the Google ecosystem, these would play before, during, or after YouTube videos.

Optimized video content can be a great way to drive people to your online store.

App ad campaigns

If you want to promote your app for your business, use these ad types. They can display on search, YouTube, or Google Play.

Shopping ad campaigns

These ads focus on attracting people to purchase your product or service. Shopping ads are also part of search results and include a description, price, and image.

Planning and setting up Google ads

Before executing any ads, planning and setting up must occur. 

We start by discussing your advertising goals, budgets, and what types of conversions you expect (e.g., more purchases, more phone calls, etc.).

Discussing your audience and goals is the first essential step to ensuring a good conversion rate and achieving the highest ROI for each ad group.

Choosing the right keywords and phrases

Those using search engines use keywords and phrases to find what they need. Research on this is critical to showing up when people search.

The selection of keywords and phrases impacts how we build the ads. 

To do so, we plan a thorough keyword research and fix the keyword match types to be targeted. These include exact match and broad match phrases, as well as negative keywords you’d like to exclude.

Segmentation of these relevant keywords into ad groups with defined landing pages is also part of this step.

Audience and format segmentation

You can segment audiences and formats to ensure your ads find your target audience, be it in the SERP or Google Maps.

Google lets you target by criteria such as gender, age, region, and more. You can also select different formats of ads for each group.

Advertising messages and copywriting

Relevant and impactful ad copy is essential to searchers clicking on your ads. You want to deliver the right message to obtain more leads. 

Some best practices include:

  • Providing an offer that is attractive to the customer
  • Highlighting the benefits of the product or service
  • Including the cost of the product or service
  • Ending with a strong call to action

Google Ads campaign budgeting

Defining your ad spend for paid search is necessary. The size of it depends on your market and the competition, in addition to the number of keywords you want to bid.

You pay for these ads when someone clicks on them, hence the name pay-per-click. As a result, it’s a cost-effective tactic.

If you aren’t sure where to start with budgets and bidding process best practices, lean on our experts for advice.

Google Search Ads monitoring and optimization

Once your Google ads launch for the chosen search terms, we will monitor and optimize them. 

You can be confident that our knowledgeable team will take action to improve performance – from the first campaign to the ultimate success.

Analytics and results reporting

You’ll need to connect your Google Ads account to Google Analytics. By doing so, you can understand important metrics.

When Analytics default setting doesn’t provide enough insight, our team can help you make the right settings for advanced data analysis.

Google remarketing

Remarketing is another tactic that helps drive conversions. Based on previous interactions, Google remarketing shows ads to customers who have visited your website or mobile app.

These ads can drive people back to your website to make a purchase or indicate interest.

Frequently Asked Questions

How to advertise on Google?

You can use Google to advertise in many ways other than just SEM. There are also options for display ads via the Google Display Network, video ads, app ads, mobile ads, and shopping ads.

What are Google responsive ads?

Responsive ads in Google allow you to enter different headlines for multiple ads that best correspond to a user’s search query.

How much does Google advertising cost?

The costs are variable, depending on your budget, the competition in keyword bidding, and the ad formats you use.