How To Advertise On Google: Fundamental Keys To Success

Read what everyone needs to know to make money with Google advertising.

When you understand how the system works, Google’s advertising model will become your best friend online for referring great leads to your business or earning extra income. To help you get off to a great start, we’ve put together this collection of the most useful information on Google ads to help you boost your website’s authority and attract more visitors to your business.

Why do so many people use Google ads?

It’s no secret that Google is the most popular search engine on the planet. The eBusiness MBA Guide website reported that as of November 1, 2016, Google gets 1.6 billion unique visitors every month. No other search engine hits even half as many unique monthly visitors as Google does. The sheer size of Google’s advertising network is so huge that anyone can monetize almost any website in almost every niche no matter what language they use. That’s a tremendous promotional advantage.

Plus, Google ads offer very low-risk advertising.

The Google system operates on a pay-per-click model. You typically won’t waste a lot of money if you mess up and your ad flops because Google only charges you based on the clicks you receive. If your ad campaign doesn’t work out and no one clicks on your ads, then you don’t pay hardly anything. As a result, you can learn what works and what doesn’t as you go along. You control your budget amount the whole time too. Unlike paying a flat promotional fee to run an ad in the newspaper, you only pay when someone shows a real interest in your ad.

Google has two main branches of advertising you can use.

While you may hear these two terms tossed about interchangeably, they are not the same thing. You can use the Google AdWords program or the Google AdSense program. Some of you may want to use both.

Google AdWords lets you pay for advertisements on Google’s search-results pages. When someone searches for any of the keywords you bid on that are most relevant to your website, then your ad will display either at the top or bottom of the search-results page. Where your ad appears depends on how much you’re willing to pay to get a top spot and how good your website’s quality ranking is. If you also choose to, your ads can appear on other relevant websites through Google’s display network, which gives you a lot more exposure. Think of it as a network of little “notice boards” on many websites all over the internet, including Gmail and YouTube.

Google’s display network is part of the re-marketing movement, where you can often see ads promoting the websites you’ve visited before appearing on completely different websites, and they “follow you” around the internet through the use of cookies.

On the other hand, Google AdSense allows you to include relevant ads for other businesses directly on your website as part of the Google display network. You typically see AdSense ads as images with text that appear in the sidebars of many various websites while you’re browsing online. These ads also appear as short bits of highlighted text in between larger blocks of plain text on a website. As long as you have a good-quality website that gets Google’s approval, you can use AdSense on any number of websites to monetize them easily.

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How much money can you make through Google’s ads?

Now here’s the part everyone’s really dying to know, right? In an AdWords campaign, you’re making money by attracting a lot more leads to your website to grow your client base. Using AdWords is simply a good investment in promoting your business, and it works especially well if you’ve built a strong website that sells. That’s why the returns on AdWords campaigns can be enormous. However, remember that if your website isn’t doing its job well in presenting you favorably to visitors, then the best AdWords campaign in the world still won’t help you. It does no good to attract a lot of people to your website if no one wants to buy from you once they get there.

In an AdSense campaign, you’re playing on the other side of the game. Here you’re making money directly from Google every time someone visits your website and clicks on an ad promoting another business related to yours. Many bloggers with small businesses favor this approach because it’s much easier to use. reported a case study based on real experience that calculated what it would take to make $100,000 annually from Google with AdSense on your website. Let’s say you set a low, very-achievable goal to get one percent of your visitors to click on an ad. They found if you have a pay-per-click rate of 25 cents and got 1,000 clicks each day on your website or set of websites, then you really can earn $100,000 a year straight from Google.

Keep in mind, this figure is actually a bonus number on top of any money you’re also making from selling your own products or affiliate products on your website too. That’s how bloggers turn their website into a full-time business.

Here’s how you set up your Google advertising accounts for the first time:

For both Google AdWords and AdSense, you need to create separate accounts using your email. We’ll discuss AdWords first, then we’ll look at AdSense.

In Google AdWords, sign up on this page. The first step after signing up is to specify your budget of how much you want to pay per day. This amount will be your maximum threshold, and you won’t necessarily spend this much every day. You only pay when a visitor clicks on the ad you made.

Next, you customize your location to choose where you want your ad to appear in order to make it more effective. Local businesses often choose to display their ads only to users living in a 100-mile radius from them, for example.

Select the exposure you want for your ad. Many believe that small businesses should stick to the traditional Google-search network only, but you will get more exposure if you also choose to send out ads through the Google display network too.

After that, you’ll choose up to 20 keywords that are most likely to attract the right customers for you. Google will offer you suggestions based on the daily and monthly search volumes of the most-common terms based on what you enter.

Now you decide your keyword-matching preferences. This part helps determine just how relevant your ad will be to the people searching with these terms, so consider it carefully. By default, you get the broad-match option. That means someone searching with any combination of your keywords could see your ad, and it guarantees the biggest audience.

Still, it’s better to attract people who really want exactly what you’re offering. Get better leads with your ads by detailing what order the keywords should appear in during a Google search. You can even tell Google when not to display your ads by using negative keywords. For example, if your name happens to be Donald Trump and you’re a private donut company, then you might want to add the word “president” as a negative keyword to avoid traffic from anyone who’s more interested in politics than getting your tasty donuts.

Next, enter how much you’re willing to pay for each click on your ad. Google’s keyword planner automatically tells you the average price per bid based on the current competition for each keyword. The more popular your keyword is, the more you’ll have to pay to compete with other websites who also want to advertise based on that same keyword. Bidding more money doesn’t guarantee your ad will always get on the first search-results page since you still need to have what Google considers relevant content on your website that matches your ad’s keywords. Still, a higher bid does help a lot to make your ad appear more often.

If you bid too low, no one may ever see your ad at all even if they’re searching with your keywords due to the competition from other advertisers like you. To learn more about the finer strategies of manually adjusting your keyword bids in Google AdWords, read these tips from Google.

Finally, write your ad, and you’re good to go! You can keep checking back into your account to monitor how often your keywords are appearing and how many clicks you’re getting.

What time-tested formulas can you use to easily write your own successful Google-ad headlines?

Writing the perfect headline can make all the difference between getting a click from your customer or throwing away your ad money. Even if you have the perfect bids on the best keywords for your campaign, your ad still needs the support of writing that inspires action from your viewers to be worth anything. Headlines are so important because, as estimated by marketing pros at Copyblogger, an average of only two out of every 10 people who see a headline will go on to read the article that follows.

One great way to start if you already have a list of ideas for headlines is to run each one through the free headline-analyzer tool by CoSchedule. They score each headline for you, and you can enter as many different headlines as you want to see which one ranks highest according to their special algorithm.

If you’re really stuck on how to write the best ad in the least amount of words, then Kelly Smith from CourseFinder recommends the following gems of advice:

Mention the problem your product or service solves in the headline.

Ask a question that makes readers want to click to find the answer.

Add a powerful, honest statistic to your headline. For example, “This tool boosts conversion rates by 300 percent.”

Shorter headlines generally perform better. Try to keep them between 60 to 100 characters, which is normally no more than 18 words.

Put a search term in the headline! It doesn’t have to be one of your keywords, but it should be a search phrase recommended by Google’s keyword planner.

Look at the headlines your competitors are using on Google right now. Ask yourself how you could make them better.

Never write a headline that you wouldn’t click on yourself.

Next, be patient.

It’s important to know that while setting up an AdWords campaign itself isn’t difficult, understanding how to make a lot of money with it does take time. That’s why you can find entire online courses devoted to mastering Google AdWords, including Google’s own digital-marketing course online that will give you an official AdWords certification upon completion. It’s definitely worth it to spend some time learning the platform yourself or hiring a certified marketer if you want to make big bucks with it. To get a tiny taste of what it’s like to study AdWords, check out this free, introductory crash course to AdWords by Phil Frost.

Why is Google AdWords expensive for some people?

Anyone can succeed with Google advertising, but your budget determines entirely on which keywords you choose in your campaign and how much competition there is for them. The niches that typically have the greatest success in using Google to get nearly all of their traffic are the ones trying to rank for highly specific niches with very few competitors. These advertisers create micro-websites that respond to a need they find by looking for high search volumes in newer markets.

According to WordStream, the list below contains some of the most competitive and expensive keywords to bid on lately. If your business wants to use these keywords in an AdWords campaign, prepare to pay a lot in advertising expenses. For these niches to save money, it would be better to use keywords with less competition that are related to these terms. Instead of bidding on the keywords “insurance” or “lawyer,” you could bid on something like the phrase “how to get compensation in an accident.” Please note these rates are subject to change according to the advertising market fluctuations.

The top big-ticket keywords are:

  • “Insurance” and its top variations will cost you about $54 per click.
  • “Mortgage” costs in the neighborhood of $47 per click.
  • “Attorney” also ranks at $47 per click.
  • “Claim” ranks at $45 per click.
  • “Loans” amounts to around $44 for each click.
  • “Gas” and “electricity” don’t have as high of a search volume as the keywords listed above, but they still cost $54 per click due to advertiser competition.
  • “Lawyer,” “donate,” “conference call” and “recovery” all amount to $42 per click.
  • “Degree” will cost $40 per click.
  • “Treatment” runs at around $37 per click.
  • “Credit” costs $36 per click but has a higher search volume than several of the above keywords.

Now AdSense works like this:

Setting up Google AdSense on your website is a similar, shorter process. People especially prefer using AdSense if you already have a good amount of regular traffic coming to your website. The main difference is that while practically anyone can use Google AdWords, you must get Google to review and approve your website before you can make money with AdSense.

If you violate Google’s terms, they can cancel your AdSense account at any time and shut down your income from them. You can read the full list of Google’s requirements to use AdSense here. Generally, they just don’t want you to boost impressions by clicking on your own ads, and your website content shouldn’t have anything on it that many others would consider offensive in nature.

Start by going to the AdSense sign-up page. Register using your gmail address or the email address associated with your website’s domain name. Some marketers have found that you can get faster approval for AdSense if you sign up using a domain-specific email instead of your plain gmail address. In other words, try to register with “[email protected]” rather than “[email protected]

Next, fill out the AdSense application. Be careful that in the “payee name” section you type your name exactly as it appears in your bank account.

After submitting your application, you’ll get automatically generated AdSense codes that you can copy and enter in the sidebar section of your website. They serve as placeholders until Google approves your application. Before your approval, the ads will appear blank.

After you get a confirmation email of your approval between 48 hours to one week later, then the ads will launch on your website in the spots where you entered the AdSense codes earlier. Then Google will do a final verification by mailing you a secure PIN after you earn your first $10 through ad clicks. You enter this PIN after logging in, and then your account is clear to start receiving payments. For faster payments, you can set up direct, online bank transfers.

Finally, don’t make these common mistakes with advertising on Google:

  • Never put more than 20 keywords into a single ad group.
  • That makes it much harder for Google to match your ad to live searches. Instead, try to use ad groups with only a few keywords for every big product that you sell.
  • Make your ad’s headline match your corresponding landing page.
  • You don’t need an exact match, but the messages of both your ad and website should flow together in a way that makes sense. For example, if your prospect clicks on your ad to “Get the strongest blender shipped in 24 hours,” then what do you think they want to see?
  • They’ll want to consider buying your blender.
  • Therefore, don’t distract and confuse them by taking them to a website where your headline is “Here’s everything you need in your new kitchen.” That’s marketing overkill. They’ll feel confused about if they’re in the right place and are likely to leave your website.
  • Always put yourself in the customer’s shoes and ask yourself what you would want to see or do on the website if you were them. When in doubt, ask a friend to test-drive your ads and your user experience on the website. If you have a bigger budget, you can even buy some traffic and invest in split testing to see which ads people prefer.
  • Once you’re ready to take the plunge and venture into Google advertising, your revenue can take off. All it takes is the right effort in the right places.