Bursa Google Advertising, Advantages of Advertising on Google, How to Get Started with Google Ads?

Bursa Google Ads

What Are Google Ads? Google Ads (formerly Google AdWords) is an online advertising service that allows businesses to display their ads on Google's search results page. The ads look almost identical to regular search results, with the only difference being the green "Ad" label. Google Ads are displayed above and below the search results page.

Bursa Google Ads Example

Google Ads Work?

Bursa Google Ads, is part of Google's pay-per-click (PPC) advertising platform where businesses create, launch, and manage ads through Google's self-service ad manager platform. Only text ads are created by businesses, and then displayed in search results based on various factors including relevant keywords, ad content, device types, time of day, and user location. Advertisers only pay when users click on their ads.

How to Start with Google Ads?

Advertisers should start by creating a Google Ads Manager account. Then, click on the "+" sign on the Ads Manager homepage to start the process of creating a new campaign. Here, you will be asked to complete all the necessary steps to create an ad, from entering your daily budget, selecting a location, choosing target keywords, changing general ad settings, and finally writing your Google ad.

Creating a New Campaign

After completing the process of creating a new campaign, Google will review your ad. This may take approximately 24 hours. If your ad does not violate any of Google's advertising policies, it will be approved and published. Then, based on the keywords you selected and campaign settings, it will be suitable to be displayed in search results. After an ad is published, advertisers can adjust it to improve its performance, such as changing keywords, adjusting the budget, or pausing the campaign.

A successful Bursa Google Ad campaign takes into account what users are searching for, when they are searching, and which ad copy will be most appealing. If carefully crafted and well-executed, a Google Ad can significantly increase conversions and sales for your business by targeting those ready to make a purchase.

Google Ad Cost

Google Ads is a pay-per-click advertising platform; this means you only pay when someone clicks on your ad. The cost per click (CPC) depends on a variety of campaign settings as well as the keywords in your ad. While the average CPC across all industries is 5 TL, CPCs range from 1 TL to over 10 TL per click. Below, we provide a way to estimate your ad spend, along with industry averages and an alternative to low-cost PPC advertising.

However, remember that competition, time of day, and locations greatly influence your CPC. For example, if you are a real estate agent in a small town, you may bid less than 1 TL per click for a keyword and still have your ad displayed on Google. However, if you own a medical malpractice law firm in a large city, the cost per click will be much more expensive.

How to Calculate Your Google Ad Cost?

You can use Google's Keyword Planner tool to see how much the suggested bids are for your ads when someone searches for specific keywords. However, instead of focusing solely on the cost of advertising, you may also consider how much you will earn from ads on Google and whether it will provide significant revenue for your business.

Advertising on Google in 7 Steps

Before advertising on Google, you need to create a Google Ads account. Once your account is set up, click the "+" sign on your Ads Manager homepage to start creating a new campaign. Then follow all the steps to set your daily budget, select a location, choose target keywords, change general ad settings, and finally write your Google ad.

Here's how to create a Google Ad campaign in 7 steps:

1. Set Your Budget

The first step after logging into your Google Ads account is to set your daily budget. A good starting point could be a daily budget of 10 TL, but you can increase or decrease this amount once you have a better idea of how much you want to bid per keyword. You may want to determine how much you want to spend to acquire a new customer based on the percentage of clicks that will convert to sales statistically. On average, the conversion rate of a campaign ranges from 2% to 5%. In other words, if five out of every 100 people who visit your site make a purchase, you have a 5% conversion rate. Using this as a guide, determine how much you want to spend to acquire a new customer.

2. Determine Your Location

Next, you will be asked to tell Google where you want your ads to be displayed. This is important for local businesses, as you can ensure that your ads are only shown to those searching for the keywords you bid on and are within a certain distance from your business. This can help you make money and increase your conversion rate.

By clicking on "Advanced search" and selecting "Radius targeting," you can target a specific radius from your ZIP code. This is useful for brick-and-mortar businesses that want to ensure their ads are only shown to those close enough to visit. For example, if you know people typically don't travel more than 10 km to visit you, set your radius to 10 km.

Another tip for using radius targeting is to set a range of different radius targets, then adjust bids based on location to focus your ad spend on users closer to your location. For example, you can enter your business address, then target two km, five km, and 10 km, adding bid adjustments for each radius, such as a 20% increase for a two km radius, a 10% increase for a five km radius, and no increase for a 10 km radius.

3. Choose a Search Network

In the next step, you will choose your ad network. Google allows you to choose between showing your ads only on Google's search results page (search network) and showing them on Google's content sites (including the display network). If you choose the display network, your ads may appear on other sites like YouTube and Gmail. We recommend starting with the search network, as it ensures your ads are only shown to those searching for your business type.

4. Select Your Keywords

Next, select keywords for your ad. Keywords are the terms or phrases users enter into Google when using the search engine. When setting up your ad, you can choose which keywords you want to trigger. Google will suggest keywords based on your website content and also inform you how popular a keyword is. You can also select keyword match types and add negative keywords.

Review Google Suggestions

Google has good suggestions for each of the keyword categories above, so we recommend using them initially. If you want to add more keywords after creating your account, Google has a useful resource in the "Tools" section of your Google Ads account called Keyword Planner. This will help you get ideas for other terms you can use.

For example, when we typed "döner Bursa" and clicked on "Get Ideas," one of the suggested terms was "Bursa döner presentation," a phrase we hadn't considered for an ad. Since Google has data on every search, you can see what trends and common searches are popular for your business type.

Another good strategy is to focus on longer-tail keywords, which are phrases with more than two words. These will have less competition since they are more specific. For example, for a döner place in Bursa, you might choose "best döner in Bursa" or "döner companies in Bursa" over a more general keyword like "döner."

Determine Your Keyword Match Type

Next, select match types. Google Ads uses keyword match types to determine when your ad will appear based on various combinations of your keywords. Match types allow your ad to show for different keyword or search term variations. For example, if someone searches for "white tennis shoes" or "white tennis sneakers," your ad can show for both of these keyword variations.

There are four different keyword match options you can choose from:

Broad match: This is the default match type assigned to your keywords and reaches the widest audience. While this may seem like a positive, your ad can show for any search query (including synonyms) that Google deems relevant to any of your keywords, potentially triggering low-quality clicks by showing your ad for unrelated search terms. Modified broad match: This option provides slightly more control than broad match as you can lock in specific keywords rather than others. You simply need to add a "+" in front of a word to let Google know that the search must include that word. For example, if your restaurant specializes in döner in the Bursa region and is not an expert in other food types, you may want to bid for the keyword "+döner in Bursa" so your ad doesn't show when someone searches for "restaurant in Bursa." Phrase match: This option is right next to the control line. In phrase match, the search terms must be in the same order as your keywords, but other words can be before or after the phrase. So if your keyword is "Bursa restaurant," your ad won't show when someone searches for "restaurant Bursa," but someone might search for "best Bursa restaurant." To tell Google you want a phrase match, you'll need to put quotation marks around the phrase. Exact match: This option works as it appears. For your ad to show, someone must search for the exact keywords in the exact order without any other words before or after. So if you want to make an exact match for "Bursa restaurant," your ad won't show for searches like "best Bursa restaurant" or "restaurant in Bursa." If you want an exact match, you'll need to put brackets around your term. Small business owners should use a combination of these match types for their keywords. Starting with modified broad match and phrase match is a good starting point. Broad match provides the most clicks at the lowest CPC; however, ads can trigger potentially low-quality clicks by showing for less relevant search terms. Exact match has the most relevant clicks but provides lower click volume at a higher CPC.

Benefit from Negative Keywords

In the next step, select negative keywords. These work as the opposite of standard keywords that your ad does not show for when users search. For example, a company that makes high-quality garage doors may use the word "cheap" as a negative keyword to avoid showing their ads to those looking for a low-cost garage door. Another example is a marketing agency that uses the term "jobs" as a negative keyword to prevent their ads from showing when people search for "marketing agency jobs."

Think about the different ways users might search for your keywords. Add irrelevant keywords to your negative keyword list. Another way to prevent your ad terms from being spent on low-quality queries is to review your search terms frequently and add irrelevant terms to your negative keyword list.

5. Set Your Keyword Bid

After selecting your keywords, you will choose your keyword bid. This is the amount you are willing to pay for a click on your ad. You are bidding against other websites for keywords, so if a website has an ad that is as relevant as yours and is willing to pay more per keyword, their ads will be shown higher, or instead of yours.

To determine how much you should bid, use Google's Keyword Planner. Below is a comparison of relevant keywords and bids for the search "pizza rochester" in the Keyword Planner.

6. Write Your Ad

The final step is to write your ad. You will need to write two headlines (or one headline and one subheadline) and one description. You have a limited number of characters for each - 30 characters for each headline and 90 characters for the description - so make sure your ad is concise and clear.

When writing your ad, think of compelling and actionable copy. Also, make sure to include the keywords you searched for and selected in the previous steps. This shows Google that your ad is relevant to searches containing these keywords.

7. Start, Monitor, and Optimize Your Ad

After creating your campaign, the next step is to publish your ad. To do this, follow the instructions to complete the process of creating a new campaign. Once your ads are published and running, monitor them. First, review your keyword quality scores. Then, check the overall campaign performance and optimize your ad to improve its performance.

Review Your Quality Score

Google assigns a quality score to each of your ad keywords on a scale of 1-10 based on expected click-through rate, ad relevance, and landing page experience. Essentially, this number indicates how well your ad aligns with a specific keyword and how relevant it is to searchers. Google uses this to determine ad placement and bids.

Google assigns a quality score to each of your keywords based on the following:

Expected click-through rate: How likely is someone to click on your ad after searching for the keyword. Ad relevance: How closely related the keyword is to your ad. Landing page experience: How closely related the keyword is to the landing page or website your ad links to. You can check the quality score of your keywords by clicking on the keywords tab in your account and adding the "Quality Score" column. Note that Google uses your quality score multiplied by your bid to determine how your ad will rank. For example, if your quality score is 0.9 and your bid for a keyword is 1 TL, you will rank higher than someone who bids 2 TL but has a score of 0.4.

Here's how the formula looks:

(0.9 x 1 TL) = 0.9 > (0.4 x 2 TL) = 0.8

Review Key Performance Indicators When looking at your Google Ad performance, consider the following key metrics:

Impressions: Impressions are counted when your ad appears on a search results page. You'll want to note how many times your ad is shown; if you notice very few impressions, ensure your bid is competitive and the keywords you've chosen match your ad and landing page. Click-through rate (CTR): CTR is the number of ad clicks divided by the number of ad impressions. This percentage tells you how many people who see your ad actually click on it. Good CTRs vary by industry, but if your CTR is less than 1%, you may need to reassess your ad text. Make sure your ad is compelling and provides a reason for someone to click. Cost per click (CPC): CPC is the amount you pay for each click on your ad. This price allows you to know how much you are paying for someone to click on your ad. Determining if you have a manageable CPC depends on how quickly people on your site typically convert to sales. Average industry CPCs can be found in the cost table above. Conversion rate: This is your primary performance indicator, as it shows how many people who clicked on your ad actually took the action you wanted, such as filling out a form or making a purchase. If you have a good CTR but a low conversion rate, there may be an issue with your landing page. Creating and launching a Google ad is the first step to Google advertising success, but you need to monitor and optimize your ad continuously. Consider how your goals and the above metrics help you achieve those goals. Also, be sure to check your Google Ads Manager analysis weekly to ensure your ad meets expectations.

Mobile vs. Desktop Advertising Differences When setting up your Google Ads account, you can decide whether you want your ad to appear on desktop, mobile, or both. More than half