How to advertise on Google and YouTube: Complete tutorial

Google Analytics: what it is and how to do the initial setup
The secret to mastering mobile searches: check out Maryna Hradovich’s tips from SEMrush at Studio RD Summit

Be present on Google is no longer vanity, but necessity! Many researches and answers are on the internet, so why not take advantage of this demand and advertise on Google?

In addition to the people to find your website organically in Google, which requires a large and ongoing SEO work to optimize and bring more visitors, you can also get quicker results to supplement your organic traffic strategy with the Google platform itself to advertisers, Google AdWords .

Some data on AdWords:

  • The average click through rate (CTR) for ads on Google is 3.16%;
  • An advertisement in the first search position has an average click-through rate of more than 7%;
  • More than 1.5 million companies advertise on the Google search network;
  • More than 1 million sites are part of the Google Display Network (visual ads on Google partner sites);
  • YouTube (part of the Google Display Network) has a monthly audience equivalent to 10 public Super Bowl – that’s 114.4 million people, according to the Folha de S. Paulo ;
  • There are at least 300,000 mobile apps currently serving for mobile ads from Google Mobile Ads;
  • 70% of users who search for cell bind a business directly from Google search;
  • 33% of all search clicks on Google are made through mobile devices;
  • online marketing that includes PPC ads is 54% more successful to obtain Leads;
  • Companies have an average of $ 2 in revenue for every $ 1 they spend on ads on Google;
  • The Google Display Network provide 180 billion impressions (views) per month, equivalent to about 6 billion every day.

Tip: To learn more data, research and Google tools, visit the ThinkGoogle .

As you can see on the above data, are millions of advertisers using AdWords daily worldwide. Advertise on Google has a potential to bring such good results that is difficult to stop, because of the quality of results.

Moreover, campaigns more history tend to have more results. This means campaigns with more time in the air tend to perform better than those who are starting from scratch.

Google, unlike Facebook, your ad will take advantage of an existing demand. If someone searches for “running shoes” and your company is an ecommerce sporting goods, it would not be good it appear to the user as a suggestion? That’s the AdWords idea: deliver relevant content to people who are doing a specific search.

Remember that AdWords is only one of the media strategies paid within the Digital Marketing and my recommendation is that you test other channels as well.

Results here on Digital use multiple channels beyond Google, like Facebook, Instagram, LinkedIn and YouTube, among others.

It is recommended vary because you can not rely on one channel only, as it may eventually become saturated due to factors such as platform continuous change, auction and seasonality – for example, if you work with retail, dates such as Black Friday and Christmas tend to have more competition in the bid for ads, making them more expensive.

Only to generate already an expectation of the post, this tutorial is for those who are starting or putting your first campaign ads on Google in the air. We will not speak of more advanced topics, such as bid optimization and campaign – leave those details to the near post.

Where to advertise on Google

Places positioning where the ads appear on Google are:

  • Google Search;
  • Google Display;
  • YouTube.

Advertise on Google Search (search)

The Search Network is the flagship of Google. Make an ad on Google Search is the best way to take advantage of a demand and position itself better to be found.

The tip here is to avoid disclosing the home page of your company. Promote the campaign for a Landing Page , a landing page focused on conversion and a better experience for those who are searching.

Returning to the example of running shoes, by clicking on the ad the user should not be directed to the home (main page of the site), which will also be announced shirts and caps, for example. The announcement should be directed to the page that shows the tennis options.

Display advertising on Google (Content Network)

Make an announcement on the Google Display Network is generally a form of brand building (brand awareness).

Avoid selling right away. Work in a way that your persona is interest in your business through Content Marketing . This will deliver value to the user and create a relationship to facilitate the sale.

On this process with media buying, written step by step how I make the disclosure of paid content on eBook Paid Media for Inbound Marketing – download it here .

Advertise on YouTube

YouTube is also part of ads within the AdWords platform

You can create a video campaign taking advantage of the subscribers list of your YouTube channel or a list of people who attended, likes or commented on your video and thus advertise directly to this list of people in the Content Network (Google Display) .

Similarly, you can advertise specifically to who has accessed a page of your website and show a piece of video to YouTube as a way to use and demonstration, something student how to use your product or even a simple business of your company.

The ad format that appears before you watch a video on YouTube is called “TrueView in-stream”. It’s a format that presents something before the main video and the user can skip the ad after 5 seconds. This format may seem annoying and invasive, but it is a cheaper way to show a produced video or a commercial for your business.

There are some variations of the same format, such as:

  • Short ads: called Bumper ads are not skippable ads up to six seconds, that need to be watched before viewing the video.
  • Skippable video ads do not: it is necessary to watch the video ads impossible to skip to the video to be displayed. They can be up to 30 seconds long.

how to advertise on Google - youtube

In addition to this format, YouTube allows other spaces for ads as:

  • Search ads: are ads that appear in search, similar to the Google search network, but within YouTube. Ie make a video sponsored appear at the top of the research;
  • Overlay ads: semi-transparent overlay ads that appear in 20% of the bottom of your video.

how to advertise on Google - youtube

  • Display ads (banner, as the Display Network): appears to the right of the feature video and above the video suggestions list. For larger players, this ad may appear below the player.

how to advertise on Google - youtube

How to advertise on Google: step by step to do a campaign on the Search Network, the Content Network and YouTube

As was said earlier, there are three places on Google you can position your ads: Search, Content Network and YouTube.

Now is the most practical time. Below, I’ll show a tutorial on how to advertise on Google for each of these places.

Step by step to create a campaign on the Search Network

1. Create an account with Google AdWords

To advertise on Google, start by creating an account with your own email Gmail.

How to advertise on Google AdWords - Tutorial

2. Create and name the first campaign

Click the red button under “+” campaign and select “Search Network only.”

How to advertise on Google AdWords - Tutorial

Put a name for the campaign and can leave the default.

How to advertise on Google AdWords - Tutorial

3. Ad Sites

Set the location where the ad will appear by clicking on “Advanced Search”.

How to advertise on Google AdWords - Tutorial

In the same case of Facebook, to your business makes sense to regional targeting, Google AdWords you can also use this feature.

Google generates an average range of how many people are searching that location.

How to advertise on Google AdWords - Tutorial

4. Strategy bids and budget

Soon after, set a bid strategy, that is, how much to pay per click, and a campaign budget.

Start with low bid and budget to test.

How to advertise on Google AdWords - Tutorial

5. Ad Extensions

Place your ad extensions to give more information to the user, such as telephone, local and addresses of each company, if there is more than one branch or physical store.

Do not forget to mark the SiteLinks extension to put other relevant sites that complement its strategy to introduce other areas of your site or other Landing Pages.

How to advertise on Google AdWords - Tutorial

6. Create ad groups

An ad group contains one or more ads and a set of related keywords.

For best results, try to focus all the ads and keywords in an ad group in a service your company.

Add your site to get some reference of keywords.

How to advertise on Google AdWords - Tutorial

Load only the specific words that will actually be useful for your customer, which actually he is looking for, as in the example below, where you try to take a potential customer to the page of the course of Inbound Marketing.

How to advertise on Google AdWords - Tutorial

7. About matching options Keyword

broad match

Broad match is the default match type assigned for all your keywords. Ads can be displayed in searches that include misspellings, synonyms, related searches, and other relevant variations.

  • Example Keyword: inbound marketing
  • Sample search: buy inbound marketing course

broad match modifier

Ads may show on searches that contain the modified term (or close variations, but not synonyms), in any order.

  • Symbol: + keyword
  • Example Keyword: + + inbound marketing
  • Search example: how do inbound marketing for

Phrase match

Ads can be displayed in searches that are a phrase, and close variations of that phrase.

  • Symbol: “Keyword”
  • Example Keyword: “inbound marketing”
  • Search example: inbound marketing course

Exact match (example)

Ads can be displayed in searches that are an exact term and close variations of that exact term.

  • Symbol: [keyword]
  • Example Keyword: [inbound marketing]
  • Search example: inbound marketing

negative match

Ads may show on searches without the term.

  • Symbol: -keyword
  • Example Keyword: -free
  • Search example: inbound marketing online course

It is important to negativar keywords that are going to their website and do not have conversions. Therefore, create an ad group for each word context that will lead to a specific course, for example.

In the creation of ads, place the words that are on the landing page. In the example, the ad is leading to the full course + certification Inbound Marketing .

How to advertise on Google AdWords - Tutorial

Keep in mind that the ad’s landing page contains the keywords you are advertising for Google to deliver the best placement and ad score.

And keep an eye on campaign performance in Google Analytics. There you will have all information from people who went to your site, for example the time he was on the site and interactions, if it came to a certain conversion goal etc.

Learn more in the post Google AdWords and Google Analytics: how to link the accounts properly .

Ready! Now just wait for the Google Search analyze the ads and if everything according to the rules and placement policies, the ad will be approved.

Step by step to create a campaign on the Display Network

Display campaign, the creation process is similar.

1. Create your first campaign

Also get by clicking the red button under “+” campaign and select “Display Network only.”

How to advertise on Google AdWords - Tutorial

2. Choose a marketing objective

To advertise on Google and succeed in the campaign, you need to have a goal. The next step is precisely this: choose the marketing objective of your campaign. There are some predefined options to choose from like:

  • Promote recognition: to make customers to view the ad;
  • Influence consideration: making customers engage with the content or visit the website;
  • Drive action: to get customers to purchase on their website, take an action (such as filling out a form) to call the company, visit the company or install an app on the mobile device.

You can also leave without a goal to plan other future actions.

How to advertise on Google AdWords - Tutorial

3. Ad Sites, bidding strategy and budget

Set a goal, set a name for your campaign.

As the search network, you can target the location, language, bidding strategy (usually left the CPC manual to organize as will be the Cost Per Click campaign each set).

How to advertise on Google AdWords - Tutorial

Also enter the budget as is your spending per day and the display method, which can be standard or accelerated, if you want the ads to run as often as possible (but remember that this also leads to an expense more fast in the budget).

How to advertise on Google AdWords - Tutorial

4. Create an ad group

Once configured the last step, the next is to create an ad group and adjust details in ad targeting.

In this part, you need to give a name for the ad group, put the maximum bid you want to pay per click and choose from three ad targeting ways:

How to advertise on Google AdWords - Tutorial

5. Keywords Display Network

In the next step, “keywords” Display Network, you can choose to display ads on sites related to your keywords.

Put the keyword you want your ad to appear and click the Add button. You can also get some references, as on the “Find related keywords,” they will be shown a smattering of keywords to choose from.

To the right is shown how many impressions your ad may have with the words of this segmentation.

How to advertise on Google AdWords - Tutorial

6. audiences

Another great advantage of advertising on Google is a high possibility of audience segmentation. In audiences there are custom affinity and affinity options.

  • Audience affinity: to reach customers at scale based on their long-term interests and focus on a specific topic, such as technology enthusiasts, aficionados news. This option will find people with these interests;
  • Audience Custom affinity: for yourself describe your desired audience on the websites. For example, you can select sites related to your industry and place as a custom affinity. Place some sites to Google identify similar people accessing these sites. To create click the “Create custom affinity.”

How to advertise on Google AdWords - Tutorial

After clicking the “Create custom affinity” button, you will define who will be this audience through the URLs of the sites chosen.

As the example below, website URLs have been inserted that have the target audience of small and medium enterprises.

How to advertise on Google AdWords - Tutorial

It is recommended to use at least five interests or URLs to improve the scope and quality of segmentation.

After entering the sites, you can view data for that target audience, as the characteristics of the inserted sites and demographic information of age, sex and have children.

Save this audience and then select, in your targeted to run the campaign based on what you have selected.

And lastly, in Audiences in the market, you can reach buyers who are actively researching and comparing products and services like yours. So that those targets are well reach the broader, avoid putting them together in the same campaign.

How to advertise on Google AdWords - Tutorial

7. Interests and remarketing to show ads to people based on their interests.

Avoid mixing with interests remarketing to not overlap the audience and lose focus.

The ideal is to build separate campaigns: by interest, remarketing list for the list of customer e-mails for similar etc. Also always remember to put them in separate sets not to have overlapping and know which set gives more results.

How to advertise on Google AdWords - Tutorial

  • Remarketing lists: are the pixels and AdWords codes entered on your website that you can make an audience to return it;
  • List of video viewers: are the audiences of your YouTube channel linked to Google AdWords;
  • Customer mailing list: to be conveyed only in Gmail network. Remember to add a creative Gmail.

But you can also use other targeting method to advertise on Google, like topics, placements, and demographic information:

How to advertise on Google AdWords - Tutorial

Choose topics to target many pages about a specific subject. Topic targeting lets you place your ads on multiple pages on the Display Network that have content related to topics added. This can help to reach a large audience quickly and generate additional traffic to your site.

Example: you sell bicycles and know that your customers also like hiking and camping. You can try to reach a broader audience by selecting the sub-topic “Hiking and camping” to display your ads on webpages about this subtopic.

How to advertise on Google AdWords - Tutorial

8. Showing ads on specific websites on the Display Network

The channels are sites on the Display Network where ads can appear. A placement can be an entire website, a subset of a website (such as a selection of pages from that site) or even an individual ad unit on a single page.

Example: If you sell camping gear and you want your ad to appear on two popular websites about camping, you can add them to your ad group.

How to advertise on Google AdWords - Tutorial

9. Demographics

To advertise on Google, you can also select some demographic information to improve the performance of their campaigns.

Select this genre stage, age and parental status. The “unknown” lets you reach a significantly wider audience as it can pick up data that Google has not yet identified.

How to advertise on Google AdWords - Tutorial

10. Create and upload the banner

The last step is up the banners you created or create direct with existing templates in the AdWords tool.

If you do not have a designer to produce the banners, be sure to use an application that already has some templates like Canva . When starting a new template, scroll to the bottom of the page. There are sizes for banners (IAB) that can be used in Google AdWords:

How to advertise on Google AdWords - Canva

On Canva only show 4 options (the most popular), but there are more formats that can be used. See this Guide size of the Google Display Network ads 17 formats banners.

If you want to experience another site to create, you have the option Adobe Spark , which has predefined functions and sizes as well. In my opinion, it is much easier to use, and you can create a banner with a few clicks.

Google may also give you some ideas for the creation of ad chart.

By clicking “+ Ad”, select “Image Ad”:

How to advertise on Google AdWords - Tutorial

You can load the ads you did or then click the blue “Create an ad” according to the URL of your Landing Page:

How to advertise on Google AdWords - Tutorial

Put the address of your Landing Page you want to disclose, then put the title text, description and button label (Call to Action).

How to advertise on Google AdWords - Tutorial

You can also use some predefined layouts ad gallery, as video, dynamic, and also lightbox ads in Gmail.

How to advertise on Google AdWords - Tutorial

And the last option you can choose to advertise on Google’s responsive ad format.

Displayed as a graphic or text ad, the ad will be responsive suitable for almost all ad spaces available.

It also combines with the sites that have native formats.

How to advertise on Google AdWords - Tutorial

After saving the banners within the set of ads, they will review. Such approval generally takes about 24 hours.

If you are in a hurry, there is this form of review that facilitates and helps to be faster in approvals for banner campaigns on the Display Network.

Step by step to create a campaign on YouTube

For those who want to start advertising on YouTube, this site YouTube Ads made the first steps are.

How to advertise on YouTube - Tutorial

In addition to showing the cases of successes and case studies of advertisers who have had results using YouTube, you can create a video with the application that they provide and also launch its first campaign there by clicking first video campaign .

1. Select your YouTube video

On this screen, the first step is to put the address of the URL of the video you want to advertise if you have already uploaded it on your channel.

How to advertise on YouTube - Tutorial

2. Create a video ad

I put as an example the institutional video telling a little of our methodology Growth Machine .

I put a title, description and choose the thumbnail. Then, YouTube has passed me a daily budget, estimating that if I spend $ 31.57 on a day I will have about 500-600 views. It still made no segmentation, so would the average Cost per View R $ 0.06.

How to advertise on YouTube - Tutorial

3. Choose direction

The next step is to do the steering. You can choose to direct the user to your own channel or even direct you to your Landing Page. In this case, I placed to make a test RD Station .

How to advertise on YouTube - Tutorial

4. Decide how much to spend

You can change and choose how much I want to pay daily and the maximum cost per view (CPV). You may notice that changing to R $ 0.05 the announcement gave an estimate of more views on.

How to advertise on YouTube - Tutorial

5. Choose the locations

Finally, place the segmentation according their region, age, gender and interests.

You can then edit in Google AdWords to place options lists Remarketing, how to show the ad to anyone who has seen your website or has conducted any action within your YouTube channel.

How to advertise on YouTube - Tutorial

Ready! Now just send your ad for review, and once it is approved, you will be running one YouTube ad campaign.

Conclusion

Advertising on Google is not as difficult as it sounds. Following these steps, you can already enter a campaign to run. As I wrote in this post on the Endeavor website , there are several potential customers to your company on the internet – but they need to know you.

What you need to keep an eye on is whether the spending budget of the ads is bringing results for your campaign. Measure putting some goals in Google Analytics, then you can connect with Google AdWords to see how many have been conversions as contact entries, generated Leads, requests for budgets and completion of purchases.

There is a sure recipe for your campaign. But if I could give a final tip, I put multiple campaigns and ad sets to see what is as better performance and, with this, to enhance those with more results. Our recommendation is to start with little investment and make separate analysis of each ad to have some parameters and indicators are working.

And you had any result doing a campaign on Google? Share your experience!

Not to get lost in the settings, check here our [Checklist] How to advertise on Google and YouTube and see how to create effective campaigns without forgetting the most important settings