10 mistakes that make Google Ads not work

by Zoran Vulovic | Nov 14, 2025 | Blog

10 mistakes that make Google Ads not work

and how to turn them into profit immediately?

When you think “Google Ads isn’t working,” the problem is usually with the strategy, not the platform. Many business owners and marketing managers reach a point where they honestly conclude, “Google Ads isn’t working for us.”

“The budget is invested, the ads are active, the clicks are coming in… but the sales are lacking.

The good news is that this can be fixed. Google Ads is a powerful tool that can bring many times more sales for the same or less cost.

But only if the campaign is set up correctly, the measurement is precise, and the optimization is disciplined.

At SmartThink, we most often see the same patterns with new clients: keywords that are too broad without negatives, wrong bidding strategies, generic ads, poor "match" between the ad and the landing page, or worst of all, no tracking of results, so the campaign practically flies blind.

What many interpret as "Google Ads not working" is actually a series of small but costly mistakes.

Below you'll find the 10 most common mistakes we encounter, with specific steps on how to fix each one and turn your Google Ads into a profit machine.

Well, let's go in order:

Find out why your Google Ads isn't working and how to make your campaign profitable. Practical tips and solutions from SmartThink experts

Wrong choicekeywords:"Clicks without intent"

Symptom: Lots of visits, few inquiries/purchases.

To make it easier to understand, we will give you three different examples. In the report, you see general queries like "shoes", "curtains", "moving" that attract curious people, but not buyers.

Why it happens: Generic words capture a whole spectrum of intent: informational, navigational, and commercial.

You want purchase intentions (eg "made-to-measure curtains Belgrade", "men's leather shoes price", "moving apartments New Belgrade").

How to check: Open the Search Terms Report and mark terms that are too broad or informative (how, what, free, DIY, forum, pdf).

How to fix:

1. Switch from Broad to a combination of Phrase and Exact match for keyword phrases with clear purchase intent.

2. Exclude informational queries by adding negative keywords.

3. Create themed ad groups with 5–10 closely related phrases (e.g. “custom curtains”, “Roman curtains”, “curtain holders”, all separately).

4. Use the same phrase the user is searching for in your titles and descriptions (relevance = higher CTR and lower CPC).

Mini example from practice: E-commerce footwear has shifted focus from "shoes" and "men's shoes" to "men's leather loafers price", "Italian men's loafers Belgrade" and similar long-tail phrases.

Result: +61% conversion and -32% CPC in 30 days.

Checklist:

Long-tail commercial phrases (location + product/service type + intent)
Phrase/Exact > Broad (at least initially)
Weekly search cleaning (Search Terms)

Wrong bidding strategy:"Clicks are cheap,but there are no buyers"

Symptom: Clicks are coming in, but the CPA (cost per conversion) is too high or conversions are almost non-existent.

Why it happens: Strategies like Maximize Clicks push quantity, not quality.

If you don't have enough conversion data, automated strategies take the guesswork out of it.

How to check: Compare CPC, CTR, Conversion Rate, and CPA per campaign.

If CTR is growing but conversions are stagnant, look for the cause in the quality of traffic and choice of strategy.

How to fix:

1. If you have stable tracking and at least 30 to 50 conversions in 30 days, test Maximize Conversions or Target CPA/ROAS.

2. If you don't have data, start manually with CPC and collect signals for 2 to 3 weeks, then switch to Smart Bidding.

3. Segment campaigns by value (e.g. more expensive services in a separate campaign with a higher Target CPA).

4. Set device bid adjustments, often mobile devices convert better for services (calls), and desktop for complex forms.

Mini example: A transport company had 200 clicks/month and 5 calls with Maximize Clicks. After switching to Target CPA = €10, it reached 22 calls/month with a similar budget.

Checklist:

Stable conversion tracking before smart bidding
Target CPA/ROAS for campaigns with history
Device and location bid adjustments

Low ad relevance or "The ad doesn't tell the user what they're looking for"

Symptom: Poor CTR and modest Quality Score. There are no keywords from the ad group in the ads, the messages are generic.

Why it happens: One ad tries to "hit everyone" and the result is that it doesn't hit anyone right. Google values message relevance and post-click experience.

How to check: In the ad group, look at Ad Strength, CTR, Quality Score and Expected CTR. If they are in yellow/red, the ad is not "tuned" properly.

How to fix:

1. Include Dynamic Keyword Insertion (DKI) in the headline so that the ad "answers" the query.

2. Write 3 to 5 RSA variants (Responsive Search Ads) with different hooks. For example, warranty, delivery time, discount, local service.

3. Add extensions: Sitelinks (categories/services), Callouts (benefits), Structured snippets (assortment), Call/Location (if a local service).

4. Align the Unique Value Proposition with a realistic promise on the landing page (eg "Measurement and installation for free").

Mini example: The curtain seller replaced the generic title "Decorative curtains for the home" with "Custom-made curtains Belgrade, free measurement and installation".

CTR: 2,4% → 6,3% i –21% CPC.

Checklist:

DKI in the main title
3 to 5 RSA variants per ad group
Sitelinks/Callouts/Structured snippets active

Bad landing page: "Customer clicks and immediately leaves"

Symptom: High bounce rate, low time on page, few forms/calls despite solid CTR.

Why it happens: The ad leads to the homepage or to a page without a clear offer/CTA. The site is slow, poorly designed or doesn't work on mobile.

How to check: GA4 reports: engagement rate, average engagement time, view to conversion rate. PageSpeed Insights: Load Time and Core Web Vitals.

How to fix:

One ad = one intent = one landing. Have the headline on the page repeat the promise from the ad.

Place one main CTA (visible "above the fold"): "Call now", "Request a quote", "Schedule a measurement".

Add evidence of trust: reviews, brands, number of projects, guarantees, deadlines.

Remove distracting links; focus your attention on the action.

Check the mobile experience (that's where a lot of problems lie).

Mini example: A local venetian blind service reduced the bounce rate from 78% to 41% in 14 days by separating the pages for "blind repair" and "mechanism replacement" and adding a CTA "Call a repairman today".

Checklist:

Title = message from the ad
One primary CTA, visible immediately
Speed < 2s, mobile UX flawless

No Conversion Tracking So "Flying Blind"

Symptom: You have clicks and spend in your reports, but no or "zero" conversions because they are not defined correctly.

Why it's happening: GA4 not set up or not connected to Google Ads, events not configured, calls from mobile not measurable.

How to check: In Google Ads > Tools >Conversions. Check if conversions are imported from GA4 and/or gtag/Tag Manager?

Are values and last logging displayed?

How to fix:

1. Connect Google Ads + GA4 + Google Tag Manager.

2. Define primary conversions: form submission, click call, purchase, "add to cart", "book appointment".

3. For calls, use call tracking (Google call forwarding or another tool).

4. Import GA4 conversions into Ads and mark "Primary" for bidding to learn from them.

5. Validate: conversion test + real-time in GA4 + Debug in GTM.

Mini example: The moving agency realized only after the implementation of call tracking that mobile ads bring 72% of inquiries.

They increased mobile visibility by +30% and doubled the number of clients in a month.

Checklist:

GA4 + Ads related
Primary conversions set up and visible in Ads
Conversion test done and verified

Ignoring negative keywords : "You're paying for people who will never buy"

Symptom: The words: "free", "used", "pdf", "manual", "how to", "forum" appear in the Search Terms Report.

Why it happens: Without negative phrases, Google casts a wide net, and you fund traffic with little or no commercial intent.

Pay attention, this is very important in every Google campaign!

How to check: Review the Search Terms Report weekly and flag irrelevant terms.

How to fix:

1. Create a shared negative list (eg "free", "used", "used", "pdf", "how-to", "forum", "diy").

2. Add a brand of negative keywords if you are coming up on competitor queries that aren't converting.

3. For specific campaigns, add thematic negatives (eg "repair" if you are selling new).

Mini example: An electronics store was spending close to 16% of its budget on "free manual", "manual pdf" and similar terms.

After negative keywords, CPA dropped 23% and budget was redirected to profitable queries.

Checklist:

Shared negative list active in all campaigns
Weekly review of new negative keywords from search terms
Special negatives for themes/product lines

Bad account structure: "Can't do everything in one campaign"

Symptom: One campaign, many ad groups and dozens of unrelated keywords.

Ads don't know "what is what", the algorithm gets confused and therefore the results vary.

Why it happens: "Jump Start" without a plan. Structure is the key to both relevance and algorithm learning.

How to check: Browse the hierarchy: Campaign → Ad groups → Keywords/ads.

Does each ad group have one theme and coordinated ads and landing?

How to fix:

1. Separate campaigns by services/products, locations, values (eg each product line or service separately).

2. Build ad groups by intention/topic (eg "leather moccasins", "winter moccasins", "sale moccasins").

3. In each ad group, place 5 to 10 closely related phrases and 3 to 5 RSA ads.

4. Each ad group should have a separate landing page, if possible (or at least a different block/section).

Mini example: A logistics company divided the generic "moving" campaign into: "apartment moving", "company moving", "furniture transport by van".

Conversions: +43% in 40 days, CPA: -16%.

Checklist:

Campaigns by value/service/location
1 topic = 1 ad group (5 to 10 KW)
Related landing and messages in ads

Insufficient analysis: "We have clicks, but sales are not growing"

Symptom: You rely on "feel", watch CPC and CTR, but you don't know which terms, ads, devices and hours of the day bring you money.

Why it happens: GA4 is rarely opened, and Ads reports are not analyzed deeply enough.

How to check: In Reports (Ads) and Explorations (GA4), see conversions by: device, location, hour/day, demographics, landing page, query. Look for the 80/20 rule.

How to fix (steps):

1. Introduce a weekly routine: 30–60 min analyze (Search Terms, Auction Insights, Devices, Locations).

2. Turn off "black holes" (non-converting devices/locations/hours) and redirect budget to segments that deliver results.

3. Set up custom columns (eg Conv. Value/Cost, ROAS) and alert rules/scripts.

Mini example: We discovered that 74% of bookings for beauty salons come between 6-10pm.

By limiting impressions to those hours, CPA dropped 27% and bookings increased 22%.

Checklist:

Weekly analysis from 30 to 60 min
Device/Location/Hour bid adjustments
Custom columns + rules for alarms

Ignoring Mobile Users: “Everything is great on desktop…but actually more than 70% of traffic is mobile”

Symptom: Forms are easy to fill out on desktop, but non-existent or difficult to fill out on mobile.

Call-to-action is a small, slow site, too many fields.

Why it's happening: Mobile first is not a priority here, even though the majority of clicks are from phones.

How to check: GA4: in the Device category, check the conversion rate and engagement of mobile users.

PageSpeed Insights for mobile.

How to fix (steps):

Mobile CTA big and sticky ("Call", "Send Inquiry"), visible immediately.

Shorten the forms (name, phone, e-mail and one choice).

Test click to call and call only ads for services.

Optimize images and scripts (lazy load), aim for no more than 2 seconds to load the page.

Mini example: Restaurant just added "Book a place by calling" on mobile (sticky button).

Seat reservations via mobile phones increased by 40% in the first month.

Checklist:

Sticky CTA on mobile
Short forms, autofill enabled
Call only for urgent/service activities

"Set and forget": without constant optimization, a Google Ads campaign will not work for long

Saznajte zašto Vaš Google Ads ne radi i kako da kampanja počne da donosi profit. Praktični saveti i rešenja od SmartThink stručnjaka — Title

Symptom: The campaign went well for a month or two, then the performance drops. Competitors change their messages, you don't.

The market changes, you don't.

Why it's happening: The algorithm and auction are dynamic.

If you don't test headlines, CTAs, offers and landing pages, you'll lose auctions and pay more over time.

How to check: CTR, CPA/ROAS trends, Auction Insights (new competitors, higher overlap), QS decline.

How to fix:

1. Two-week rhythm: review of results and micro-optimization (negative words, bid adjustments, ad variants).

2. Monthly A/B test: titles, descriptions, CTA, hero section on landing.

3. Quarterly review: account structure, bidding strategies, budget locations, new topics/offers.

Mini example: An online furniture brand introduced monthly A/B tests (headline + CTA).

In 3 months ROI +24% without increasing the budget.

Checklist:

Biweekly optimizations
Monthly A/B test of ads and landing pages
Quarterly review of strategy and structure

Bonus: 7 more quick "diagnoses" when you think Google Ads isn't working well

1. CTR < 3%?

Probably an irrelevant ad or a bad ad group.

2. Quality Score 5/10 or lower?

Fix relevance and landing.

3. Many impressions, few clicks?

Bad title, no keyword or weak hook.

4. Lots of clicks, zero inquiries?

Landing and measurement under the microscope, test the form and CTA.

5. Conversions only at night or on weekends?

Limit your bid to when they're actually buying.

6. Cost per conversion jump?

Maybe a new competitor, check out Auction Insights and refresh your bid/ads.

7. Empty Conversion Report?

Tracking is not set or not imported into Ads.

Quick FAQ: the most common questions we've received when Google Ads isn't working

1. How long does it take for Google Ads to work "properly"?

If the tracking is set and the campaign is well structured, the first stable signals are seen in 7 to 14 days, and learning smart bidding strategies in 2 to 4 weeks (depends on the volume of conversions).

2. Is Google Ads better than SEO?

It's not "better", it's a very different approach, but it complements it. Ads bring quick results and offer tests, SEO builds a long-term organic channel. They always work best together.

3. What is the minimum budget?

It depends on the industry and CPC. It is essential that the budget allows for enough clicks to learn (often 10 to 20 times the expected CPA per month).

4. How do I know I hit the right audience?

See conversions per query/device/hour, not just clicks. If calls/forms are coming from your core segment, then you are on the right track.

5. Why did my clicks cost more?

The auction is dynamic. New competitors, seasonality, QS changes. The solution is to refresh advertisements/offers, fix the landing page, optimize bidding and negative words.

Conclusion: How in 14 days from Google Ads not working to Ads bringing profit?

Day 1–2:

Audit: structure, match types, negative words, ads, extensions, landing and speed.
Set up or validate GA4 + GTM + conversions (forms, calls, purchases).

Day 3–5:

Restructure campaigns and ad groups (topics, locations, intents).
Write 3 to 5 RSA variants per ad group + extensions.
Create/optimize a landing page with a clear CTA.

Day 6–10:

Carefully add negative words and follow Search Terms.
Device / Location / Hour settings based on the first signals.
If there are enough conversions, do the Maximize Conversions/Target CPA test.

Day 11–14:

A/B test of the title/CTA, then the final "tightening" of the landing page.
Report: what's working, what's not and plan for the next 4 weeks.

When Google Ads doesn't work, SmartThink turns it into a profitable channel!

If you recognize yourself in any of these mistakes, that's good news, the potential is huge. With precise measurement, clear structure and disciplined optimization, Google Ads can become the most profitable channel in your marketing mix.

That's exactly what SmartThink does!

We do not "launch" campaigns, we run them. From strategy and structure, through creative campaigns, to advanced analytics and A/B testing of landing pages.

Our team systematically turns budget into measurable sales growth.

If you think we can help you, contact us today:

Phone: +381 63 221 770
Email: info@smartthink.rs
Web: www.smartthink.rs

Schedule a free Google Ads campaign analysis and proposal today, the SmartThink team is at your disposal!

Google Ads or Facebook Ads advertising

by Zoran Vulovic | Nov 14, 2024 | Blog

Google Ads ili Facebook Ads oglašavanje,

gde internet reklama donosi bolje rezultate?

Sigurno se pitate koja je platforma bolja za vaše poslovanje na internetu? Sve ćemo vam otkriti u ovom tekstu.

Facebook oglasi su obično jeftiniji od Google oglasa, ali imaju manji domet, dok Google oglasi često koštaju više, ali mogu ciljati veći broj potencijalnih kupaca.

Organski rast i preporuke od usta do usta mogu pretvoriti ideju u mali biznis, ali plaćeno onlineoglašavanje je često ključ za povećanje vašeg poslovanja tokom vremena.

Dobra vest je da firme u Srbiji za e-trgovinu imaju iste uslove za oglašavanje na Facebook i Google platformi kao i njihove kolege van granica naše zemlje.

Ipak, odluka o izboru platforme za oglašavanje verovatno će se svesti na biranje između dva industrijska lidera: Google Ads i Facebook Ads oglašavanje – koja platforma je najbolja za vaše poslovne ciljeve?

Ovaj članak će vam dati odgovor na to pitanje, dajući vam pregled prednosti i mana obe platforme za oglašavanje.

Google Ads ili Facebook Ads oglašavanje? Šta donosi bolje rezultate za vaše online reklamne kampanje? Pročitajte analiza u našem članku!

Google Ads iliFacebook Ads oglašavanje,osnovne sličnosti i razlike

Koja platforma za online oglašavanje je bolja za potrebe vašeg poslovanja?

Iako nude neke slične prednosti, morate razmotriti razlike prilikom odlučivanja kako da potrošite svoj budžet za oglase.

Evo kako mi poredimo Google Ads ili Facebook Ads oglašavanje:

Domet

Sličnosti: Google i Facebook dominiraju u svojim oblastima (pretraživači za Google i društvene mreže za Facebook).
Razlike: Domet Google-a je neprevaziđen, to je najposećeniji je sajt na svetu. Dok Facebook ima tri milijarde mesečno aktivnih korisnika, Google je na drugom nivou sa preko tri milijarde pretraga dnevno.

Formati oglasa

Sličnosti: Obe platforme nude više formata oglasa.
Razlike: Najpopularniji Google oglas, Google pretraživački oglas, je samo tekstualan. Mada na nekim tržištima izbacuje i slike, ako ste ih postavili. Google display oglasi uključuju sliku, ali nude manje opcija za kreativnost. Facebook Ads, međutim, nude veću fleksibilnost. Oni su obično vizuelno orijentisani i uključuju slike, video snimke i karusele.

Odabir prave platforme za online oglašavanje zavisi od specifičnih potreba vašeg poslovanja. Google Ads i Facebook Ads nude slične prednosti, ali ključne razlike između njih mogu značajno uticati na vašu odluku.

Razumevanje ovih sličnosti i razlika pomaže vam da bolje iskoristite budžet za oglašavanje i efikasnije ciljate svoju publiku.

Ukoliko vaš fokus leži na širokom dometu i ciljanju na osnovu pretraga, Google Ads može biti bolji izbor.

S druge strane, ako želite vizuelno privlačne oglase sa detaljnim ciljanjem na osnovu korisničkih podataka, Facebook Ads može biti efikasniji za vaše poslovanje.

Korišćenjem obe platforme, možete maksimalno iskoristiti prednosti koje nude i postaviti čvrste temelje za rast vašeg biznisa. Da biste odabrali pravu platformu morate malo istražiti konkurenciju.

Šta su Google Ads kampanje ?

Google Ads (ranije poznat kao Google AdWords) su ciljane PPC (pay per click) reklame, što znači da plaćate samo kada neko klikne na vaš oglas.

Ovi oglasi se pojavljuju na Google pretragama, Google Display mreži - grupi od više od dva miliona sajtova - i Google platformama kao što su Gmail i YouTube.

Postoje i druge opcija Google Ads oglasa, a ako želite više da saznate o njima pročitajte naš članak Najvažnija Google oglasi (Google Ads) pitanja i odgovori (Q&A)

Kako funkcioniše Google Ads oglašavanje?

Google Ads nudi različite tipove oglasa, a najpoznatiji su plaćeni pretraživački (search) oglasi.

Oni su tekstualni i prikazuju se na stranici sa rezultatima pretrage (SERP) na osnovu relevantnosti pretraživanih reči i iznosa koji je oglašivač platio za te ključne reči.

Drugi popularni formati oglasa uključuju Google display oglase, koji su slikovni baner oglasi koji se pojavljuju na Google Display mreži i Google shopping oglase koji prikazuju određeni proizvod u rezultatima Google pretrage (Srbija nažalost, u ovom trenutku, još nije u sistemu Google shopping).

Google oglasi su ciljani, što znači da oglašivači mogu fokusirati svoju ciljnu publiku na osnovu pretraga pomoću određenih ključnih reči i fraza, kao i demografskih informacija kao što su starost, pol, lokacija, porodični status i prihod domaćinstva.

Koje su prednosti korišćenja Google Ads kampanja?

Google Ads nudi različite opcije ciljanja i formate oglasa, od kojih svaki ima svoje jedinstvene prednosti, ali sledeće dve prednosti su njegove najveće snage:

Širok domet

Bez obzira na vašu ciljnu publiku, verovatno ćete je doseći putem Google Ads. Google obrađuje više od 40,000 upita za pretragu svake sekunde, čineći 88% svih aktivnosti na pretraživačkim mrežama i prikazujući pretraživačke oglase na vrhu rezultata.

I Google display oglasi se prikazuju na Google Display mreži, koja doseže više od 90% internet korisnika u svetu, povećavajući šanse da običan pretraživač postane potencijalni kupac.

Privlačenje publike sa visokim namerama za kupovinu

Google Ads povezuje oglašivače sa ljudima koji pretražuju ključne reči relevantne za vaš biznis. Dakle, oni koji kliknu na Google pretraživačke oglase često to čine sa namerom da saznaju više ili čak kupe proizvod. (Ovo se naziva visoka namera za kupovinu).

Na primer, zamislite da se bliži zima i otkrivate da je vaše dete preraslo prošlogodišnju zimsku jaknu.

Možda ćete pretražiti "zimske jakne za decu," kliknuti na Google oglas i odmah obaviti kupovinu.

Šta su Facebook Ads oglasi?

Facebook Ads su ciljani društveni oglasi koji se pojavljuju na Meta platformama, uključujući Facebook i Instagram.

Ovi oglasi mogu uključivati slike, karusele (serije slika koje se mogu listati) i video zapise koji se pojavljuju u glavnim feedovima, pričama ili Reels-ima na Facebook-u i Instagram-u.

Kako funkcionišu Facebook Ads kampanje?

Facebook oglasi se prikazuju u feedovima korisnika društvenih mreža dok pretražuju Meta aplikacije, uključujući Facebook i Instagram.

Oglasi izgledaju kao obične objave, ali imaju reč “Sponzorisano” ispod imena profila kada oglašivači plate da se pojave u vašem feedu.

Facebook oglašavanje nudi napredne opcije ciljanja tako da oglašivači mogu pronaći svoju ciljnu publiku na osnovu demografskih podataka kao što su starost, pol, lokacija, porodični status i prihod domaćinstva, kao i interesovanja i ponašanja korisnika, uključujući prijatelje, stranice sa kojima komuniciraju i druge kliknute oglase.

Facebook Ads nudi i PPC (pay per click) kampanje i PPM (pay per impression) kampanje po ugledu na Google, gde oglašivači plaćaju po određenoj ceni za 1.000 prikaza.

Koje su prednosti korišćenja Facebook Ads platforme?

Sa gotovo tri milijarde mesečno aktivnih korisnika, Facebook je najposećenija društvena platforma.

To daje Facebook oglasima široku publiku i konkurentsku prednost nad Google oglasima u dve oblasti:

Napredne opcije ciljanja

Facebook omogućava oglašivačima da dosegnu svoju ciljnu publiku sa preciznošću koja nije dostupna na drugim platformama za oglašavanje.

Njihove napredne opcije ciljanja idu dalje od standardnih demografskih informacija kao što su pol, starost, lokacija, porodični status, politička opredeljenja i prihod.

Možete ciljati potencijalne kupce na osnovu životnih događaja kao što su novi posao ili kućni ljubimac, kao i interesovanja, koga prate i profila kupaca.

Izgradnja brenda sa upečatljivim oglasima

Mogućnost kreiranja jedinstvenih i vizuelno privlačnih oglasa je oblast u kojoj Facebook Ads nadmašuje Google.

Kao platforma usmerena na deljenje atraktivnih multimedijalnih objava i optimizovana za mobilne uređaje. Facebook nudi svojim korisnicima priliku za veliku kreativnost.

Poslovanja mogu koristiti različite slike i video zapise za kreiranje upečatljivih oglasa koji grade njihov brend i dosežu kupce tamo gde se nalaze: na društvenim mrežama.

Kada koristiti Google Ads, a kada Facebook Ads?

Odabir da li google ads ili facebook ads oglašavanje zavisi od publike vaše kompanije, industrije i poslovnih ciljeva. Obično su Google Ads bolji za ostvarivanje prodaja, dok su Facebook Ads bolji za izgradnju svesti o brendu i povezivanje sa kupcima.

Na primer, ako vaša kompanija prodaje artikle kao što su grejalice, možda je najvažnija prodaja novim kupcima kojima je potreban vaš proizvod, umesto da radite na izgradnji lojalne publike. U tom slučaju, verovatno biste izabrali Google Ads.

S druge strane, ako vodite modnu kompaniju koja ceni svoj „cool“ faktor, možda ćete više ulagati u jačanje brenda i povezivanje sa svojom publikom kako biste ih ubedili da su vaši proizvodi vredni posedovanja. U ovom slučaju, Facebook Ads bi mogao biti bolji izbor.

Iako ovi tipovi oglasa možda neće rezultirati trenutnim konverzijama, mogli biste vremenom izgraditi lojalnu bazu kupaca.

Ne postoji definitivan odgovor na pitanje koja je platforma za oglase bolja između Facebook Ads i Google Ads. Zavisi od ciljeva vašeg poslovanja. Facebook Ads obično dobro funkcionišu za izgradnju brenda, dok su Google Ads bolji za ostvarivanje prodaja.

Mi često za naše klijente radimo obe platforme, a tokom vremena se pokaže koja je bolja. Ipak, sve zavisi od niše i proizvoda.

Po izveštajima od marta 2024. godine, Facebook Ads ima nižu prosečnu cenu po kliku (0.71 eur) u odnosu na Google Ads (3.62 eur). Ali nemojte da vas razlika u ceni zbuni.

Postoji valjan razlog zbog čega je Google Ads skuplji.

Jednostavno, u mnogim oblastima, do sada, Google Ads bolje radi!

5 ključnih razlika za Google Ads i Facebook Ads oglašavanje

Sada kada smo pokrili osnove, hajde da se pozabavimo glavnim razlikama za google ads ili facebook ads oglašavanje.

Pa počnimo:

1. Veličina publike

I Google i Facebook imaju ogroman domet — Google obrađuje više od 5,8 milijardi pretraga svakog dana, dok Facebook ima oko 1,73 milijardi dnevno aktivnih korisnika.

Na Facebook-u, prihod od mobilnog oglašavanja čini više od 90% prihoda. A to znači da oglašavanje na mobilnim uređajima nije prilika koju treba propustiti!

Verovatno je da je ciljana publika vašeg klijenta prisutna na obe ove platforme, tako da ne možete odrediti pravi izbor za njihovo poslovanje samo na osnovu veličine publike.

Umesto toga, postavite sebi sledeća dva pitanja:

Da li je moja ciljana publika aktivna na ovim mrežama?
Da li je moj proizvod više orijentisan na pretragu ili društvene mreže?

Čak i ako Google ima 5,8 milijardi pretraga dnevno, to neće pomoći ako niko ne traži vaš ili specifičan proizvod vašeg klijenta.

Da li ste lansirali novi, inovativni proizvod? Da li su ljudi čuli za ono što im nudite?

Ako je odgovor "ne", Facebook oglas je često bolja opcija za širenje vesti.

Savet za marketing agencije: Bez obzira na koji tip oglašavanja se odlučite, pratite sve značajne promene u rastu publike. Ovo vam može dati bolji uvid u to kako vaši oglasi napreduju tokom vremena.

2. Trošak i ROI

Trošak je još jedan važan faktor. Prosečna cena po kliku (CPC) na Google Ads je 3,62 eur, ali ovo se značajno razlikuje po industriji, ali i po zemlji prikazivanja reklame.

U Srbiji je cena klika znatno niža.

Kako funkcioniše Google oglašavanje?

U plaćenoj pretrazi, e-commerce biznisi mogu očekivati da plate različite iznose u zavisnosti od ključne reči. Uvek postoji minimalna i maksimalna cena po kliku.

Od nekoliko faktora zavisi koja će biti cena za određenu ključnu reč.

Google display i Google search oglasi dosežu gotovo 90% internet korisnika i nude široke mogućnosti ciljanja, omogućavajući vašem poslu da se poveže sa potencijalnim kupcima u pravom trenutku i uspostave remarketing po niskoj ceni.

Kako funkcioniše Facebook oglašavanje?

Facebook oglasi su obično nešto jeftiniji po kliku od Google oglasa. Prosečna cena po kliku varira ne samo po industriji, već i po mestu prikazivanja oglasa. Naše iskustvo je pokazalo da su Instagram oglasi vrlo često skuplji od Facebook oglasa! Ali to zavisi opet od nekoliko faktora.

Koji je bolji izbor u smislu troškova oglasa?

Iako je prosečna cena po kliku obično skuplja na Google Ads, imajte na umu da ljudi koji kliknu na oglase vašeg klijenta mogu biti kasnije u procesu kupovine. Facebook oglas je odličan za izgradnju svesti, dok Google Ads često može biti bolji u dosezanju korisnika u trenutku kada donose odluku o kupovini.

Prave kupovine se dešavaju na web sajtu. Zapravo, Facebook reklama je često samo put kojim će korisnik ići kako bi kupio vaš proizvod ili uslugu na vašem web sajtu.

I to je činjenica koju mnogi ljudi ne shvataju na samom početku. Jednostavno, mnoge proizvode je jako teško direktno prodati na društvenim mrežema.

CPC (Cost Per Click) je samo pola jednačine. Još jedan važan pokazatelj je CPA (Cost Per Action) kako bi se utvrdilo da li ćete vi ili vaš klijent imati snažan ROI na svojim kampanjama.

Kao i CPC, CPA će varirati po kampanji. To zavisi od toga koliko su dobro ciljani vaši oglasi i da li možete konvertovati po visokoj stopi.

Nemojte dozvoliti da vas visoka prosečan CPA odvrati od PPC-a.

3. Namera kupca

Kada je reč o nameri kupca, Google Ads gotovo uvek nadmašuje Facebook Ads. Razmislite o tome kakav posao imate vi ili vaši klijenti? Da li ljudi obično traže vaše ili njihove proizvode ili usluge kada su spremni da obave kupovinu?

Na primer, ako se nekome pokvari klima uređaj, odmah će početi da traži firmu za popravku klima uređaja.

Pretraživački (search) oglasi bi postavili tu firmu ispred potencijalnih kupaca u trenutku kada im je potrebna njihova usluga. Po nama, u velikoj prednosti su u ovom slučaju Google oglasi.

S druge strane, ta osoba se neće sećati firme za popravku klima uređaja koju je videla na Facebooku pre tri meseca. U ovom scenariju, Google Ads bi bili jasni pobednici.

Facebook Ads su takođe generalno manje efikasni u brzoj konverziji potencijalnih klijenata. Ljudi obično idu na Facebook da se opuste i druže, a ne da kupuju.

Google je mesto za kupovinu, to uvek imajte na umu!

Međutim, Facebook platforma je i dalje izuzetno korisna za izgradnju publike vašeg klijenta. Kreiranjem osećaja zajednice na društvenim mrežama, ljudi će biti mnogo skloniji kupovini kada im bude potrebna neka usluga ili proizvod.

Ukoliko je cilj kampanje izgradnja svesti o brendu, a ne trenutne konverzije, tada je Facebook možda najbolji izbor za njih.

4. Opcije ciljanja

I Google Ads i Facebook Ads daju vam mogućnosti za ciljanje specifičnih publika. Obe platforme vam omogućavaju da ciljate prema starosti, polu, lokaciji i nivou prihoda.

Međutim, Facebook je nepobediv kada su u pitanju napredne opcije ciljanja.

Pored gore pomenutih opcija ciljanja, Facebook vam omogućava da kreirate publiku na osnovu velike liste interesovanja i ponašanja, zahvaljujući bogatstvu informacija koje prikupljaju od svojih 2,6 milijardi mesečno aktivnih korisnika.

Želite da ciljate roditelje? Može.

Želite da ciljate roditelje sa decom starosti 5-7 godina? Može.

Želite da ciljate starije roditelje sa decom starosti 5-7 godina i domaćinstvom koje ima mesečne prihode preko 200 000 dinara? Može.

Facebook vam omogućava da budete veoma specifični sa vašom publikom. Ako je ciljana publika vašeg klijenta vrlo uska niša, tada su Facebook Ads odlična opcija za njihovo poslovanje.

Facebook takođe nudi korisni alat nazvan lookalike publike koji vam omogućava da oglašavate ljudima koji su slični postojećoj publici vašeg klijenta.

Facebook koristi svoje postojeće podatke da uskladi ciljane kupce sa sličnim korisnicima, što može biti vrlo moćna opcija za oglašivače.

5. Formati oglasa

Šta je sa formatima oglasa? Vraćamo se na pitanje, koji je cilj vaše kampanje?

Na Facebook-u imate mnogo više kreativne slobode, što ga čini boljom platformom za izgradnju svesti o brendu i lojalnosti kupaca.

Ako koristite Google Ads, imate mali blok teksta (title i meta description) da privučete pažnju potencijalnih kupaca na Google stranici. Možete koristiti proširenja oglasa za dodatni tekst i informacije, ali ukupno gledano, vaš format će biti ograničen na tekstualne pretraživačke oglase.

Međutim na Facebook-u, korišćenjem oglasa zasnovanih na slikama, vašoj poruci se dodaje vizuelni utisak.

Facebook takođe stalno uvodi različite formate oglasa kako bi izbegao "umor od oglasa". Možete koristiti video snimke, slike, karusel oglase i još mnogo toga da privučete pažnju publike.

Ako vi ili vaš klijent imate e-commerce biznis, vizuelna komponenta Facebook-a treba da bude veliki faktor pri odabiru platforme za oglašavanje.

Google Ads takođe nudi shopping oglase (za sada nisu dostupni u Srbiji) koji prikazuju specifične proizvode u rezultatima Google pretrage i mogu se koristiti za ciljanje konkurenata radi promocije proizvoda.

Pa koju platformu onda odabrati?

Dakle, koja je bolja platforma za online poslovanje, Google Ads ili Facebook Ads oglašavanje? Ako i dalje niste sigurni, a radite za klijenta, daćemo vam još par saveta (naravno, ovo važi i ako radite kampanje za sebe).

Postavite sebi sledeća tri pitanja:

1. Koji su ciljevi reklamne kampanje?

Prvo, razmotrite specifične ciljeve kampanje vas ili vašeg klijenta. Da li su fokusirani na brzu prodaju?

Ako je tako, Google Ads može biti bolji izbor.

Ako želite da prošire prepoznatljivost brenda ili dosegnu širu publiku, s druge strane, Facebook Ads može biti bolji izbor.

2. U kojoj industriji sam ja, odnosno moj klijent?

Zatim, uzmite u obzir industriju u kojoj poslujete. I B2B i B2C kompanije uspešno koriste Google Ads.

Facebook Ads često bolje funkcionišu za B2C kompanije, posebno one koje prodaju jeftinije proizvode, jer su ljudi skloniji impulzivnoj kupovini ovih proizvoda nakon što su ih videli nekoliko puta.

Međutim, čak i za B2B, postoje prilike na Facebook Ads—posebno za remarketing i lookalike publiku.

Publika takođe utiče na izbor platforme. Da li ljudi traže biznis ili uslugu sa namerom da kupe?

Ako je tako, Google verovatno donosi najbolje rezultate. Ali ako vaš klijent pokušava da izgradi publiku za novi proizvod, Facebook će obično bolje funkcionisati.

Razmotrite koju fazu putovanja kupca pokušavate da ciljate sa PPC oglasima. Google Ads (bivši Google AdWords) je odličan za potencijalne kupce na dnu levka, dok je Facebook obično najbolji za privlačenje novih potencijalnih kupaca na vrhu levka.

3. Koji je moj, odnosno koji je budžet mog klijenta?

Na kraju, uzmite u obzir budžet za oglašavanje i nivo vaše tehničke veštine. Da li imate novca da ulažete u Google Ads čak i ako ste u konkurentnoj industriji?

U nekim nišama su neverovatne cene klikova.

U tom slučaju uvek tražite reči koje su manje po obimu pretrage, jer one će vam dati gotovo sigurno nižu cenu po kliku: Samim tim ćete ostvariti više klikova i potencijalnih prodaja za isti dnevni budžet.

Kada koristiti Facebook Ads kampanje?

Facebook Ads kampanje se mogu koristiti za ciljanje određene publike koja je već pokazala interesovanje za proizvode ili usluge vas ili vašeg klijenta.

Ovi oglasi pomažu da povećaju vidljivost svog sadržaja na Facebooku i poboljšaju saobraćaj na svojim web sajtovima.

Facebook Ads kampanje se mogu postaviti da povećaju saobraćaj na sajtu, broj prikaza i prosečnu stopu kliktanja (CTR).

Facebook oglasne kampanje takođe pružaju agencijama veliku fleksibilnost. Na primer, koliko želite da potrošite iz budžeta, uključujući:

Ukupan mesečni iznos potrošnje

Dnevni budžet

Trošak po rezultatu

Pored toga, možete izabrati kada želite da vam Facebook naplati. Po broju pregleda ili klikova.Na kraju, da znate da je Facebook drugi po veličini prodavac digitalnih oglasa u svetu, odmah iza Google-a.

Dakle, ako možete iskoristiti Facebook Ads u svoju korist, svakako ga preporučujemo!

Kada koristiti Google Ads kampanje?

Šta donosi bolje rezultate za vaše online reklamne kampanje? Pročitajte analiza u našem članku! — Google Ads kampanje

Google Search Ads se pojavljuju pred ljudima koji aktivno traže rešenje za trenutnu potrebu.

Oni su efikasan način za privlačenje saobraćaja ka vama za ljude koji već traže proizvode ili usluge koje nudite, posebno putem ključnih reči.

Kada korisnici unesu ključnu reč u svoju pretragu, rezultati se pojavljuju na Google stranici, uključujući plaćene oglase koji ciljaju tu ključnu reč.

Postavljanje oglasne kampanje na Google Ads uključuje odabir ključnih reči, kreiranje teksta oglasa i definisanje kriterijuma ciljanja kako bi se dosegla željena publika.

Google ne deli svoje podatke o obimu pretrage, ali se procenjuje da Google obrađuje oko 5,6 milijardi pretraga dnevno, sa prosekom od bar tri do četiri pretrage dnevno po svakom posetiocu.

Dakle, ako vi ili vaš klijent imate listu relevantnih ključnih reči za koje znate da publika može pretraživati po tim pojmovima, Google Ads je pravi izbor.

Pored search pretraga, Google Display Network proširuje domet prikazivanjem slikovnih i tekstualnih oglasa na sajtovima koji koriste Google oglašavanje.

Ove pozicije mogu biti korisne i za podizanje svesti (na osnovu ciljanih publika i interesovanja) kao i za remarketing prethodnim posetiocima sajta.

Šta uzeti u obzir prilikom kreiranja Google oglasa?

Kreiranje Google oglasa zahteva razmatranje mnogih faktora, pa hajde da ih razložimo:

1. AdRank i Quality Score

Najveću pažnju treba posvetiti vašem Quality Score kada prvi put postavljate Google kampanju. Što je vašQuality Scoreviši, to su niži troškovi reklame i bolja pozicija za vaše oglase.

2. Lokacija

Obavezno postavite geografsku lokaciju gde će se oglas vašeg klijenta prikazivati. Glavni cilj Google-a je da prikaže najrelevantnije rezultate korisnicima pretrage, čak i ako je u pitanju plaćeni oglas.

Može vam biti lakše ako prikažete sebi podatke o publici svakog klijenta u grafikonima, kako biste bolje razumeli njihovu publiku.

3. Ključne reči

Ključne reči su podjednako važne za plaćeno oglašavanje kao i za organsko. Google povezuje oglase sa pretragama na osnovu ključnih reči koje vi odaberete. Nemojte preskočiti ovaj korak, vrlo je važan i posvetite mu uvek veliku pažnju. Ne zaboravite da redovno pratite trendove ključnih reči, aktivnosti konkurenata i potencijalne prilike.

4. Tipovi podudaranja

Tipovi podudaranja govore Google-u da li želite da se oglas prikaže za tačan izraz pretrage ili za pretragu koja je donekle povezana sa ključnom rečju vašeg klijenta. To su neke stvari koje možete menjati u toku kampanje. Teško ih je pogoditi iz prve.

5. Naslov i opis

Pisanje dobrog oglasa čini veliku razliku. Važno je da vaš tekst oglasa odgovara nameri pretraživača i da je usklađen sa ciljanim ključnim rečima. Uvek posvetite pažnju naslovu I opisu reklame (title i meta description). Ako su dobri, lako ćete povećati CTR (Click Through Rate).

6. Proširenja oglasa

Proširenja oglasa su besplatna i odličan su način da korisnicima pružite dodatne informacije o proizvodima ili uslugama vašeg klijenta. Nemojte zanemariti ove besplatne opcije.

7. Retargeting na Google Ads

Retargeting na Google Ads je način oglašavanja osobama koje su već imale interakciju sa oglasom vašeg klijenta, ali još nisu konvertovale. Ovo je efikasan način oglašavanja jer mnogi ljudi trebaju više puta videti vaš oglas pre nego što postanu kupci. Kažu i preko 20 puta.

Da li i kako mogu koristiti Google Ads i Facebook Ads zajedno?

Postoji mnogo načina na koje Google Ads i Facebook Ads mogu raditi zajedno kako bi povećali svest, angažman i konverziju. Uostalom, obično je potrebno više dodirnih tačaka između trenutka kada je kupac prvi put upoznat sa vašim brendom i trenutka kada obavi kupovinu.

Smatramo da je kombinacija ove dve platforme neophodna za svaki ozbiljan e-commerce.

Naravno, ako imate dovoljan budžet da to ostvarite.

Na primer, ljudi koji vide vašu Facebook Ads reklamu mogu pokazati interesovanje za ponudu, ali možda žele da saznaju više o vašem poslovanju i proizvodima ili uslugama koje nudite. Tu je ključan vaš web sajt i linkovanje ka njemu.

Tu ćete im sve lepo objasniti i ponuditi.

Ovo je odlična prilika da koristite ime brenda kao ključnu reč u pretraživačkim kampanjama i uskladite poruku sa trenutnim Facebook oglasima. Ova strategija vodi hladnu publiku sa Facebooka ka pronalaženju tačno onoga što su tražili na Google-u.

Ne samo da jača celokupnu marketinšku poruku, već i pokazuje pouzdanost.

Koja je prednost korišćenja obe platforme?

Korišćenje moćne kombinacije Google Ads iFacebook Ads je odlična strategija koju možete isprobati za vas i vaše klijente. Facebook Ads grade svest o brendu, dok Google Ads retargetuje za konverziju.

Razmotrite ovaj scenario:

Korisnik Facebook-a vidi oglas koji prikazuje neverovatne, super upijajuće peškire za kupatilo. Klikne na oglas, ali još uvek nije spreman za kupovinu. Međutim, sledeći put kada je posegnuo za starim, pohabanim peškirom, odlučio je da je vreme za kupovinu novog.

Zatim ode na Google, unese u polje za pretragu 'peškiri za kupatilo' i suoči se sa retargetiranim Google oglasom koji se ponovo prikazuje (uslov za ovo je da je urađen remarketing).

Obrnuti scenario takođe funkcioniše: korisnik može kliknuti na Google pretraživački oglas, dodati nešto u korpu, a zatim ga Facebook oglas podseti na ono što ga je prethodno zanimalo.

Prednosti korišćenja i Facebook Ads i Google Ads ne mogu se zanemariti.

Ako već niste, pokušajte da implementirate ovu strategiju za sebe i svoje klijente i vidite rezultate!

Praćenje vaših PPC (pay per click) rezultata

Izazov sa strane agencije koja vodi obe kampanje je taj što sada imate dve velike i složene platforme za izveštavanje.

Kako lako konsolidovati podatke kako biste ispričali sveobuhvatnu priču o performansama kampanje?

Bez obzira na to koji alat za izveštavanje o PPC-u (pay per click) odaberete, praćenje ROI vašeg klijenta je ključno.

Jedan način za automatsko praćenje rezultata je korišćenje Agency Analytics PPC šablona za kontrolnu tablu, koji uključuje sledeće sekcije:

Trošak

Konverzije

Trošak po konverziji

Stopa konverzije

Prikazi

CTR (stopa kliktanja)

View through conversion

Napravite svoju prilagođenu kontrolnu tablu po potrebi!

Merenje uspeha PPC kampanja može biti teško, posebno kada su podaci raspoređeni po nekoliko platformi za oglašavanje. Konsolidujte i automatski povucite svaku metriku sa Google Ads, Facebook Ads i drugih PPC metrika u jedan pregled sa intuitivnom kontrolnom tablom koju će vaši klijenti lako razumeti.

Ako upravljate PPC oglasima za klijente, omogućite im 24/7 pristup kako bi mogli pratiti efikasnost svojih kampanja u realnom vremenu.

Za detaljnije uvide, prebacite se na Facebook Ads alat za izveštavanje, Google Ads alat za izveštavanje kako biste videli detaljne podatke o specifičnim platformama.

Sa unapred izrađenim šablonima za izveštavanje, brzo i lako kreirajte mesečne izveštaje koristeći Facebook Ads šablon za izveštavanje, Google Ads šablon za izveštavanje, PPC šablon za izveštavanje ili sveobuhvatni šablon za digitalni marketing izveštavanje.

Vrlo jednostavno, zar ne?

Google Ads i Facebook Ads su dve odlične opcije za PPC oglašavanje, a u mnogim slučajevima ove dve platforme najbolje funkcionišu kada se koriste zajedno.

Ako se oglašavate na obe platforme, pobrinite se da tačno pratite rezultate kampanja kako biste znali koji kanal najbolje radi.

Pratite kampanje i redovno ih ažurirajte!

Zaključak o Google Ads i Facebook Ads oglašavanje

Odabir između Google Ads ili Facebook Ads oglašavanje može značajno uticati na uspeh vašeg poslovanja na internetu.

Obe platforme nude jedinstvene prednosti koje mogu pomoći u različitim fazama marketinškog procesa. Od podizanja svesti o brendu do konverzija.

Ključ je u razumevanju specifičnih potreba vašeg poslovanja i pravilnom korišćenju svake platforme.

Facebook Ads kampanje su izuzetno korisne za izgradnju svesti o brendu i povezivanje sa kupcima na dubljem nivou kroz vizuelno privlačne oglase i napredne opcije ciljanja.

Sa gotovo tri milijarde mesečno aktivnih korisnika, Facebook pruža ogroman potencijal za dosezanje široke publike.

S druge strane, Google Ads kampanje su idealne za dosezanje korisnika koji su već u fazi donošenja odluke o kupovini.

Sa preko 5,8 milijardi pretraga dnevno, Google Ads omogućavaju ciljanje ključnih reči koje korisnici aktivno pretražuju, što vodi do visokih stopa konverzije, odnosno kupovine.

Korišćenjem kombinacije ovih dveju platformi možete postići sjajne rezultate. Facebook Ads mogu privući početni interes i izgraditi svest o brendu, dok Google Ads mogu efikasno preusmeriti te iste korisnike prema konverzijama kroz ciljane pretraživačke i remarketing kampanje.

Smart Think, vaš partner za google ads ili facebook ads oglašavanje

Naša marketing agencija SmartThink je za preporuku ako vam treba postavljanje i upravljanje kampanjama na Facebook/Instagram Ads i Google Ads.

Uradili smo više stotina reklamnih kampanja i znamo kako treba napraviti uspešnu reklamnu kampanju!

Sa bogatim iskustvom i znanjem, možemo vam pomoći da postignete izuzetne rezultate i maksimalno iskoristite svoj budžet za google ads ili facebook ads oglašavanje.

Bez obzira na to da li želite da povećate prepoznatljivost brenda, poboljšate angažman sa vašom publikom ili ostvarite veće stope konverzije, naš tim će razviti prilagođenu strategiju koja odgovara vašim poslovnim ciljevima.

Kontaktirajte nas već danas na telefon 063 221 770 ili putem email-a na info@smartthink.rs kako bismo započeli vašu putanju ka uspehu.

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How much does Google Ads cost?

by Zoran Vulovic | Oct 12, 2023 | Blog

How much does Google Ads cost?

How much does Google Ads cost is a good question that we hear at the beginning of every conversation when it comes to advertising on Google. We understand that every client initially wants to know how much Google Ads costs for their campaign.

The good news is that anyone with a website can create a Google Ads campaign. The bad news is that we cannot tell you right away how much the campaign will cost you.

There is no quick and accurate answer. It depends primarily on the price that others have bid for a keyword. That is why it is necessary to do a little analysis through some tools to find the minimum and maximum price for some keywords on which your business is based.

The price and position of the ad on Google are affected by some other factors that we will mention later.

But don't worry, through this text we will show you all the variables that affect the formation of the price in Google Ads.

So you will be able to understand the whole process yourself and determine the budget for advertising on Google Ads.

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What factors affect the cost of Google Ads?

As we have already mentioned, there is no simple and quick way to give you an answer, which would be the price of your Google Ads campaign.

It depends on your activity, current trends, but first of all on the price offered by your competition for certain keywords.

It depends on the area. It depends on whether you are a retailer or a wholesaler.

For example, legal and accounting services, insurance, real estate sales are areas where the cost per click, or CPC (Cost per click), is generally high. The reason is that the client can make a bill of several million dinars with one purchase.

That's why the competition calculates that one click can pay more than 10 euros and that it will pay off in the final sum.

On the other hand, there are many niches where the price per click is only a few euro cents.

No matter what the keyword is, you need to make a good strategy.

For some products, customers do a lot of research and need more time to make a decision. This means that they will return to your website several times until they make a purchase decision.

However, consumer trends and advertising platforms like Google Ads never stand still. Even when you start a campaign, you must frequently monitor changes and adjust your offer against the competition.

Sometimes an event can affect the price of advertising.

Take for example covid and the men's t-shirt keyword. In the middle of the corona, the price per click was over 40 Eurocents at one point. To date, this has reduced to an average of 3,600 Google searches per month for the keyword men's t-shirts.

At the moment, the minimum bid for the top of the page is 4 euro cents, and the maximum bid for the top of the page is 14 euro cents.

Use Google Ad Manager for Google Ads

For any keyword, you can check the price yourself in Google Ad Manager.

It is enough to go to the keyword planner, type in a keyword and discover some other keywords that it will offer you for the campaign.

Actually Google Ad Manager is the best tool for these things and it is completely free.

Recent research has shown that for highly profitable niches, the average ROI (return on investment) for Google Ads is 800%. This means that for an amount of 100 euros invested in Google Ads, it brings a turnover of 800 euros.

However, it all depends on how well you manage your account.

Because if you have the knowledge and follow the events within the campaign, you can save a lot of money in the advertising campaign by making changes.

The most popular way of advertising on Google Ads is CPC (Cost per click). You don't pay to display an ad, but only if someone clicks on your ad.

You can let Google do all the work for you, but we do not advise you to do so. The reason is primarily that such a campaign will be much more expensive than setting it up yourself.

If you want your Google Ads costs to be lower and your return to be higher, you need to be aware of a few things.

First, maintain the proper structure of your Google Ads account. Make a report on the performance of advertisements at least once a week and optimize the ads based on the results. Analyze the list of keywords.

If necessary, remove some keywords and add others.

How does Google Ads determine cost per click (CPC)?

What's interesting about Google Ads is that it works like an auction. But that doesn't mean that whoever offers the most money will be the first.

You are probably wondering what kind of auction is this?

It's strange for everyone at first, but you will understand that in addition to money, Google Ads takes into account some other things to determine the place of advertisements on a page.

The first thing Google evaluates is quality. When one of us searches for something on Google, it looks to see if any of the advertisers are bidding on a keyword that is relevant to that query. If there are multiple bidders for that keyword, Google chooses the winner based on the Quality Score it assigns to each advertiser.

Ratings range from 1 to 10 and depend on the ad, the relevance of your page for that keyword, and the expected click-through rate based on your history.

Kako Google Ads odredjuje cenu po kliku (CPC)

Not to confuse you further, this means that if you have a high rating but have a lower bid for a keyword than someone who has a lower rating than you, it can easily happen that you are ahead of them.

That's why the place on Google Ads is not determined by the highest price, but also by the rating you get from Google Ads.

With the help of its tools, Google calculates the ad rank of all providers for a keyword.

This is how it determines where and in which place it will place more ads.

In practice, this means that the quality score is multiplied by your highest offer and whoever has the best result is in 1st place.

But this means that Google doesn't necessarily have to charge the highest bid you've given it.

What is a successful click through rate in a search campaign?

The most popular way of advertising on Google Ads is CPC (Cost per click).

This actually means that you don't pay for the display of the ad, but only if someone clicks on your ad. One of the important metrics for analyzing the success of ads is the percentage between the number of impressions and the number of clicks on the ad.

This is called CTR (click through rate). A successful CTR is from 3% to 5% for search campaigns, and 1% for display campaigns.

Anything over 8% for search campaigns is considered an exceptional result.

We have already explained the formula by which Google Ads calculates the price of ads. With a lower price and a higher rating, you can be the first.

And that's a good way because Google Ads doesn't give anyone an advantage that way. In the digital world, this means that your ad can be placed in front of a large company without any problems.

We mentioned that there are variables that depend on the position of your ad on Google.

We have mentioned the most important ones. Less important are the relevance and UX (user experience) of the website, quality at the time of the auction, location, user context, alternative bidding methods and ad formats.

What is the best way to determine the budget in a Google Ads campaign?

This is very important for any client starting a Google Ads campaign. If not set up correctly, it can happen that Google spends the daily budget in a few hours or spends the monthly budget in a few days.

This often happens to inexperienced people who set up a search campaign and let Google manage their campaign.

And that's why many say that Google Ads is unprofitable and expensive.

However, you should do some research on how Google advertising works or leave it to an experienced agency. This does not necessarily mean that it will be more expensive in the final sum.

From our experience, a good marketer who has practical knowledge in Google Ads will always make you a cheaper and better advertisement than you.

So let's get started:

- First you need to determine how much you are willing to spend monthly on Google advertising.

- Then take a good look at which products are most important to you on the web pages and do keyword research for those products or services (we advise you to use Google Ad manager).

- Once you've done that, determine how much you're willing to pay the most for each keyword.

- Determine the average daily budget to form the monthly budget for Google Ads.

This will be quite enough to start with. You can do the shared budget feature later, but to start with, it's best to have each campaign have a separate budget. That way, you'll have a better idea of which ads are working and which aren't. Based on this, it will be easier to make changes.

But you should know that Google Ads will not spend the same amount every day. Sometimes it will be more than the daily budget, and sometimes less. Only at the end of the month will you see the total consumption, but it will always be around the set amount.

With a budget, you tell Google Ads how much you want to spend in 1 month.

By doing so, you limit the spending of your money for the purpose of advertising. Everything is very transparent and you will receive a detailed report every month on how much and where advertising was spent. Google may one day spend significantly more if it thinks it will lead to more clicks and conversions.

But on a monthly basis, the consumption will be close to the amount you set.

The monthly budget is determined by the client and by dividing by the number of days in the month, we get the daily budget.

To know that the largest number of agencies do Google Ads campaigns at the level of 1 month.

Use the keyword planner within Google Ads Manager

Use the best tool to determine what price to set for each keyword. And that is the keyword planner within Google Ad Manager.

There are other tools, but even the best marketers must use Google Ad Manager. It is free, provides a lot of relevant and true information. It also has additional tools and results, so you can see when and in what period a certain keyword is searched more or less.

You will also receive a list of similar keywords that will surely help you to do a better campaign on Google Ads.

When you advertise on Google, you have the right to create several campaigns, each with a different budget. It often happens that some ad spends the daily budget, and some does not. That's why you can change your budget during advertising by better optimizing your spending for each campaign.

At the end of the month, you will certainly see in the analysis how much was spent for each ad per day for all campaigns. It might seem a little confusing, but you'll figure it all out very quickly.

You can play with the daily budgets to see how it will affect the daily consumption, i.e. sales over 1 month.

You need to advertise for at least a few months to figure out what works best for you and how much your monthly budget should be.

In Google Ad Manager you will find everything you need for bidding and what amount your competition has offered for each keyword.

Always try with the minimum price or something slightly above it.

Track and change the amounts for each keyword as you see fit. To know that once an ad has been placed in Google Ads, it is not a done deal. As we mentioned, you need to monitor each campaign to get the most clicks and conversions for the lowest possible cost.

Try to make your quality score as high as possible so that you pay as little as possible for the ad. Monitoring will ensure that your keyword bids are good and that you are a successful competitor.

If you bid manually you can set a maximum CPC per ad group or you can set different bids for each keyword in that ad group.

A worse and more expensive option is automatic bidding, but it's ok if you don't want to deal too much with analysis and costs.

What else affects Google Ads costs?

Just as there are elements that influence the quality assessment of each ad, i.e. website, there are other factors that depend on the position of your ad. There are methods with which you can save on your monthly budget.

Ad scheduling is actually deciding when and to whom your ads will be shown. This is where you will define to Google Ads when you want your ads to be displayed.

This is particularly useful for some industries. For example, if you are a bakery and you work from 6 am to 4 pm, it might not make sense to advertise after hours because you probably don't have online sales.

If you are an e-commerce company, it makes sense for your advertisement to run 24 hours a day. Basically it all depends on your business and niche.

There is a useful alternative. Your campaign can run 24 hours a day, but your budget can be higher during certain parts of the day. Thus, you will get increased visibility during a part of the day when it is needed.

After a month or two of the campaign, with a little better analysis, you can optimize it for each ad.

Geotargeting is very important for all businesses, especially small ones.

Within the budget, you can allocate larger funds for advertising for certain areas. This technique is also known as location targeting. Geotargeting allows an ad to be displayed only on Google in certain areas.

It can be the whole country, city, municipality or a small part of the city where your store is located.

Google Ads geotargeting is a great way to take advantage of the mobile search and on-the-go shopping trend.

And here you can have a budget that differs at the level of the state or city, and even the neighborhood.

Many people are not aware that 80% of searches take place via mobile. That's why, since a few years ago, Google attached great importance to web sites that are adapted to mobile devices.

It is even recommended that the development of each website is done first for mobile devices and only then for desktop devices.

How to plan pay per click and daily budget?

Long gone are the days when people surfed exclusively on computers. Today, there are several devices from which visitors access the Internet. Searches via mobile phones are definitely in the first place.

This means that you have to pay special attention when creating an ad that will appear on a mobile phone.

You can limit the display of the campaign to desktop devices only, although we don't think this is useful. That's why we recommend that every ad be displayed on mobile phones, desktop devices and tablets. Determining the daily budget and how it will be spent is the most important factor in budget planning for PPC (pay per click).

Once you master the basics of Google Ads, there are advanced features that can better target your audience and reduce your budget.

We hope you understand how the basic Google Ads advertising process works. We'll come back to the question of how much does one click cost?

It depends on the area where you intend to run the campaign. The price for the men's t-shirt keyword differs whether you run an ad in Serbia or France.

As a rule, the price per click is always much lower in Serbia than in the West Europe.

You can check all prices for keywords in Google Ad manager. How ungrateful it is to give someone a price off the top of your head is proven by the fact that the price of one click ranges from a few eurocents to several hundred euros. Just in 1 click!

The most expensive clicks are for insurance, lawyers, loans, donations and education. Digital marketing is quite different from traditional advertising.

In newspapers, you pay for the amount of space you occupy on the page, while on the website, the size of the ad is determined by the owner and is the same for everyone.

As we explained to you, the ad price is actually affected by how much your competition bid for a certain keyword.

This means that it is better to avoid the keyword "roof repair" and use "how much does roof repair cost" for the campaign. If you have a bigger budget, use both keywords, and if you have to somehow fit in, use keywords that have a lower price and a sufficient number of searches.

This may sound easy, but it really isn't.

If you are running campaigns for the USA, UK, Germany, Italy, Australia or Switzerland, know that the cost per click can be incredible for our opportunities. You can't advertise there with a small budget.

But in proportion to the budget, turnovers are also high. But that is another dimension of business.

To begin with, it is more than enough to limit your advertising on Google Ads through search and display campaigns.

As a rule, we are much better, but also more expensive search campaigns. But if you choose, we always give priority to the search campaign.

If you want to save money, it's not a bad idea to consider long tail keywords. Searches for them are much lower than for some general keywords.

But they are many times cheaper and have a much better performance when it comes to sales. And that's actually the goal of all advertising!

We will give you an example, monthly men's shoes in Serbia are searched an average of 8100 times and the price per click is currently 0.12 euros. Google Ads Manager gave us another 42 suggestions where no one had ever bid for a large number of keywords.

This means that you will set the price, and even better than that you have no competition for that keyword.

Practically, your ad will be the only one in the search.

Long keywords, despite having fewer searches, are actually more commercial. It is important that in the aggregate they have a larger search volume and a lower cost per click. Tools like Semrush and Ahrefs are great for research.

We use them, especially for SEO research.

The only downside is their high price!

How important is Quality Score in Google Ads?

Quality Score is a user experience rating that is obtained based on your campaign and the landing page on the website for a keyword.

Ratings are from 1 to 10.

There are reports where you can check the quality score for each keyword. The essence of the rating is an indicator of how useful your campaign is to consumers.

There are 3 factors that affect the Quality Score:

CTR (click through rate)

means how likely someone is to click on your Google ad for the keyword being searched for.

Ad relevance(ad relevance)

proves whether it makes sense for your ad to appear for a specific keyword, i.e. whether it is relevant for it.

Landing page experience

it tells whether the information on the landing page matches what the ad is offering and vice versa.

Now we come to the question of how to improve the quality rating? All ads and pages on the website where they lead should be fine-tuned. It's the most effective way to improve CTR, ad relevance and landing page experience.

CTR shows how many people who see your ad click on it and go to your website. It is very important and should be used to evaluate the success of each ad. Based on its results, we make ad corrections and later compare the results to see if we managed to increase the CTR.

It can be "average" or "above average" which means that there are no big problems with CTR for your keywords.

It is not good when the result is "below average" and it is a clear signal that something needs to be fixed. The simplest way you should start is to increase the mention of your keyword in the ad.

But don't overdo it in any way.

Ad relevance is another way you can improve your Quality Score. Here it is important how well the keyword matches your ads.

Here too there are three statuses as for CTR - Average, above average or below average.

That's why it's important to pay special attention when writing an ad. But the good thing is that even if you make a mistake, you can easily and quickly correct the ad text in Google Ads.

Because a good ad tells your potential customers what value you can provide them.

We still need to improve the landing page experience.

First, it is important that the ad and the landing page have the same keyword.

To make it easier for you, you can ask yourself a few questions:

Is my website organized well?

Will that website be useful to someone who clicks on the ad?

Is everything clearly explained on the landing page?

Does our website have the keywords we have advertised for?

Make sure that the ad leads to exactly the page that the visitor wants. This means that if you advertise men's polo shirts, clicking on the ad should lead to the men's polo shirt category. Do not let clicking on the ad take you to the entire men's collection or any other category.

Take care to avoid pop-ups when visitors arrive on your website. This will create resistance from visitors and is not good for SEO.

This often causes them to leave the page without viewing your website.

This is one of the reasons why it is important to have a well-designed website, with good texts.

It is important to:

That you have good and useful information.

Links to other pages so visitors can explore your website

A clearly displayed shopping cart if you are e-commerce

Contact information

There are many more factors, but this is enough to get you started.

It's a good idea to use multiple ad groups instead of placing all your keywords in one ad group.

Group your keywords into similar categories, and then start creating ads that are relevant to each category.

How to find the best keywords for a Google Ads campaign?

There are a lot of ways, but not all of them are that good. We use only two tools, GA4 and keyword tool within Google Ad manager. These are free Google tools that will be quite enough for you.

There you will find various keywords that you would never have thought of. You will see how much they are in demand and what is the price per click.

Keyword Tool will give you suggestions and variations, so you won't waste time and make mistakes with keywords.

In GA4 you can check how you stand with certain keywords. If you don't have a big budget, it might not be a bad idea not to publish an ad for some keywords for which you are already at the top of the search. But if you can stand it, it wouldn't be bad if you still have an ad for the terms for which you are in the top 3 on Google.

Check what and how the competition is doing, and it will be enough to review the first and second pages of the search.

You will get some ideas and you will be able to easily conclude where they did well and where they went wrong.

If you want to have good results and make the most of your budget, don't fall into one of the most common traps:

Avoid wasting money on a bunch of useless keywords without any plan and order. That way, you'll only turn away a potential customer when he realizes that your landing page isn't what he was actually looking for.

Do not make the ads have a home page as a landing page, but make a link exactly to the product you have advertised.

Measure and analyze results. It's not a difficult and complicated job, and it can make a big difference.

Change ads that aren't working. It's normal to make mistakes, it happens to everyone.

Don't forget campaign optimization. Sometimes quite a bit is enough for the results to explode.

Analyze the competition. Already in the text itself, you will see whether they are good or not.

Measure conversions. It's the best way to determine whether or not an ad should continue its journey.

Take care of ROI (return of investment).That's the best way to know if the campaign paid off.

Let's not forget AdSense and the Display Network

So far, we've only talked about one advertising channel on Google. However, there are others, and AdSense and Display Network are definitely worth mentioning.

What's AdSense

You must have noticed that there are advertisements on many pages on many websites. Some are leased and paid directly to the website owner, while most other ads are leased from Google. This means that Google shares the earnings with you to display ads on your website by doing all the work.

You don't have to worry about advertisers!

For each click, i.e. view, you get a pre-agreed amount. This way of earning is popular with informational websites, while it is hardly present with e-commerce websites.

A website owner who wants to make money from advertisements just needs to open an AdSense account and insert the code sent by Google to the place where he wants them to be displayed. But you should know that based on the content of your page, Google determines which ad will appear on your website. If you sell televisions on your website, there is a good chance that an ad will appear from a website that sells blu ray players.

Or, based on your search, an ad will appear on the website you opened for a topic you previously researched.

Mostly all search engines follow what you are searching for and accordingly send you ads in order to possibly buy something.

And Google does all this based on the advertisements that advertisers have created in Google Ad manager. On the basis of that database, it is not difficult for him to always insert an advertisement concerning the pages you have visited.

They are simply so powerful that there is no tool that will show more relevant results. And all this means that Google Ads and AdSense are part of one system.

On one side you have the seller and on the other side the advertiser.

Almost the perfect way to advertise!

To know that there is another way of advertising besides CPC. That's CPM (cost per mile). It is used less and calculated differently.

CPC is calculated not by the number of clicks but by the number of impressions.

With CPM, a fixed price is paid for 1,000 impressions, not 1,000 clicks on the ad.

The biggest part of Google's earnings, that is, Alphabet Inc., which, among other things, is the owner of Google, is Google Ads advertising. In 2013, they had advertising revenue of $51 billion.

In 2022, the revenue from advertising on Google was about 250 billion dollars. It's almost unbelievable how you can increase your traffic 5 times in 10 years for something you hardly notice on the page.

We also mentioned display campaigns on Google so that we don't forget them.

It's a type of ad that combines text, images, and a URL that leads to a website where the customer can learn more. There are many display ad formats, they can be as an image, animated or in the form of a video with or without text.

The most common form of these ads is within a banner.

Be sure that you have seen such ads without even realizing it.

Display ads also run on Facebook, but Google display ads have powerful audience targeting features and ad formats that other platforms don't even come close to.

The most important terms in Google Ads!

This won't be anything new for people who are already into this, but it will certainly help beginners to understand some terms or abbreviations.

So let's get started:

Google Ad Campaign

A Google Ads campaign contains your ad groups, which can be divided by location, ad schedule, budget, and so on. Campaigns are used to organize different categories of services and products. As an option, Google allows you to choose several types of campaigns.

Google Ads search campaign

These are actually ads that are shown to you when you search

Google Ads display campaign

Popular for online retailers. The most popular advertising channel after the Google search campaign.

Google Ads video campaign

Advertisement in the form of a video advertisement lasting from 6 to 15 seconds. Appears on YouTube.

App Campaign

It allows you to advertise your application in different places on Google

Google display network

Abbreviated as GDN, it is a network of websites that allow Google ads to be displayed on their pages. This is an optional setting for Google Ads users, so be sure to consider whether you need it

Conversions

A conversion is recorded when a user performs a specific action after clicking on your ad. Conversions can be micro, and it can be anything like going to the next page. However, macro conversions, such as the sale of an item or service, are much more important.

Keywords

Keywords or phrases are chosen to match or match the terms that users search for on Google. There are 3 basic types of keywords that differ in terms of matching. These are broad match, exact match and phrase match keywords

Ad Extensions

By using ad extensions, you can provide additional valuable information and increase the result of your ad

Bidding Strategies

It's a bidding strategy. As we have already written, every created ad goes through an evaluation process on which the price and position of your ad depends

Google Search Network

This includes publishing ads or campaigns on Google and its partner search engines

Conversion Focused

When you want customers to take a specific action on your website

Brand awareness

A way to raise awareness of your brand. Here, sales and conversion are not as important as the brand itself

Interaction Strategies

When you want to increase views or interactions on your ads

Product Awareness

When you want to increase awareness of your products or services with the help of Google Ads

Negative Keywords

We haven't mentioned them, but they are very important. They help prevent your ads from showing for certain keywords, hence the name negative keywords.

Impressions

Impressions represent how many times your ad was displayed on the search results page, regardless of whether someone clicked on the link or not

Click through rate

Known as CTR, it is a metric for the success of your PPC campaign and measures the ratio of how many search visitors saw your ad and clicked on it. It is measured in percentages, and the higher it is, the better

AdRank

The higher your AdRank, the higher its position in searches. It is determined by your maximum bid and your quality rating.

Quality Score

It's actually a quality score for your ad to help Google determine where you'll be in paid search

Ad Group

An ad group is the next level in Google Ads manager. We may not have mentioned it, but every campaign consists of at least two or more ads

Landing page

It is actually the page where visitors will come to your website by clicking on the ad in the search engine

Average CPC

It is the average price per click throughout the entire campaign. It is obtained simply by dividing the price of all clicks by the total number of clicks.

Maximum CPC

This is the maximum amount you are willing to pay for 1 click on your website. It can be set for one or all keywords in your campaign

CPM

Cost per mile is calculated at a fixed rate for 1,000 impressions of your ad in searches, regardless of whether the ad was clicked or not

ROI (return on investment)

It is a representation of how much your earnings are, i.e. profit after deducting all expenses.

Reach and Frequency

It's an option you have in the reports where you can see how many people saw your ad during a certain period. Reach is the number of unique users, and frequency is the average number of times it was shown to those users

Ad Schedulling

This refers to determining in which period and how your ad will be displayed. There are several options, they can be displayed 24 hours a day or as you choose

Demographic

In the settings, you can define your target group demographically, that is, to which people your ad will be shown

Conversion Rate

A conversion is a click, and as a result it can be a certain time spent on the page, a purchase, signing up for news from the website and other options.

Conversion Optimizer

Be sure to use this option!

It serves to optimize campaigns, and by activating it, you will certainly achieve more conversions

Language and Location Targeting

An excellent option with which you can show, for example, an advertisement only to Serbs living in France. Google Ad manager gives you the option of displaying advertisements by country, region, city or part of a city. In the language you want

Conclusion

If you are a new or future user of Google Ads, don't worry. It will be a bit complicated and confusing at first, but you will get the hang of it very quickly.

Google Ads manager is very good and very intuitive. Try some simpler options to get started, and if you need some training, we recommend a course on Udemy.com, and we would recommend Ivana Petrović as a local lecturer.

Don't rush anywhere, and if you need some help, write to us at info@smartthink.rs

Be sure to properly open your Google Ads account to publish campaigns. Let each type of product or service have its own campaign, and within each campaign you can have multiple ads. Make sure that the ad has a well-placed link exactly to the page of your website that corresponds to the content of your ad.

If you advertise vacations in Palma de Mallorca, do not allow the link to go to the page on your website where all the vacations in the Mediterranean are listed.

Take care of keywords, but don't forget negative keywords.

Analyze the competition to make it easier for you to achieve even better results. If you are doing a Google Ads campaign for Croatia for example, search the results in their market.

If you do not use a VPN, the simplest way is to add site:hr after entering the term in the browser (this is for Croatia, for France fr, for Germany de, etc).

It looks like this, men's shirts site:hr

Review campaigns and ads every few days. Correct the things you think are not good and optimize the ads.

You may need to change some or all of your ad text, display time, change keywords (whether subtracting or adding), display location, pausing or canceling some ads if they're not performing well, etc.

Don't forget to connect the website with your GA 4 account and Google search console. These are two free Google tools that are necessary for every website, but not only for Google Ads advertising.

You will not find better and more accurate tools with a lot of useful data that are also free!

However, we do not advise you to start without training. If you don't have time, better find someone who will help you.

Because the damage can be more than you expect. A good marketer can optimize your ad and save a lot of money.

Once again, feel free to contact us if you have any questions about Google Ads, SEO or website development at info@smartthink.rs

The Ultimate Guide to Google Ads

by Zoran Vulovic | Dec 1, 2022 | Blog

The Ultimate Google Ads Guide! All you need to know.

If you have a budget that is dedicated to advertising, then there is no better place than Google Ads. There you can perfectly direct advertisements only to your audience, without wasting them on users who are not interested in your goods or services. It's Google's most powerful tool and they take a lot of care with it because most of their income comes from Google Ads.

The advertising platform on Google appeared at the beginning of 2000 and was then called Google Adwords. The platform was created two years after the Google search engine was launched. In 2018, the rebranding of the service was carried out and since then it has been called Google Ads.

Given the popularity of Google, you must have clicked on an ad at least once, as have your customers.

Like any advertising campaign, the stronger and more focused it is, the more clicks you will have on your website. And therefore more sales. However, Google campaigns are much better than any other marketing campaign if you look at it through money.

Because you determine exactly to which audience your advertisement should be delivered, you determine the exact daily/monthly budget and optimize your campaigns to achieve the best possible result.

That's why it's no wonder that today both micro businesses and the largest companies use Google Ads benefits equally well. Because for almost all campaigns, it is impossible for your monthly budget to be, for example, 100 euros.

And on Google Ads it is possible!

That's why we'll do our best to help you start your campaign in this text or to learn something new if you've already done Google Ads advertising.

We will teach you how to optimize your campaigns, which functions and features you should pay attention to in order to achieve the best results and much more.

Google Ads allows you to create ads that will be shared with your chosen audience.

What is Google Ads?

Google Ads is a platform for paid advertising on the Google search engine. You can pay for each click (PPC) that leads to your website or for each impression to a user (CPM).

Google Ads is the most effective way to attract new customers who are looking for a product or service that you can offer them. With Google Ads, you can increase the number of views of your page, which is a great option if you have good content or earn from Google AdSense.

Google Ads allows you to create ads that will be shared only with the audience you have selected on all types of devices. And the most important thing, you will always appear on the first page above 1 place on Google organic search.

The ad can still appear at the bottom of the page, but it depends on the moment and the competition. Ads used to be separate and very clearly marked. However, today Google Ads ads have practically merged with organic search.

The only difference is the letters Ad at the beginning of the advertisement.

But Google Ads advertising does not have to be only on the search engine, you can use advertising services on other Google services and partner sites. Everything can be defined in advance. This is how you reach the target audience, and your ad will be shown to them when it is most needed.

After some time, you will receive analytics from Google that will help you optimize your campaign even better. In this way, you will reach an even better audience and even better sales of products or services.

That's why Google Ads is so superior compared to the competition!

Why is Google Ads advertising so good?

In the first place because everyone can advertise through the Google Ads platform. You can adjust each of your campaigns to the budget you have for that month . The Google Ads tool itself is very advanced and has a large number of possibilities.

For example, you can stop or pause certain ads at any time. If you want some advanced settings, it still needs to be done by someone with experience. It's not complicated, but it's easy to make a mistake that can cost you a lot.

Is Google Ads really that effective? He is the best!

It is incomparable to the competition, and only by working on it will you see how far it is ahead of other platforms. Almost anyone with a little knowledge can create a simple campaign.

Should you advertise on Google? Mandatory , because Google is the most used search engine with over 8 billion queries per day.

It is a place where people have been asking questions or looking for certain products and services for more than 20 years. And Google Ads always gives preference to paid advertising. You will always be one step ahead of the competition. Millions of companies use Google Ads advertising services, and this means that even though you are organically in 1 place on 1 page, your result will be below the paid advertising of your competitors.

That's why we have a good tip.

Even if you are well positioned with keywords that are important to your business, Google Ads advertising also benefits. From our experience, much better results are achieved this way.

We always advise clients to try this strategy for at least a month and compare the results.

What is the best way to advertise with Google Ads?

As we said, with a little education, it will not be a problem to place an ad on Google. And it often happened that some of our clients were disappointed with the results of the ads they placed themselves. The reason is that they didn't know how to set up the features properly and optimize it perfectly. Because Google lives on advertisements and looks to make as much money as possible.

That's why you need to learn the advanced options for placing ads on Google Ads. To simply make that system work in your favor.

It is good to use a template for PPC advertising. In this way, you will have all the projects organized and you will be able to plan your campaigns better. The choice of keywords is very important for every campaign. This field is very important and one must take the time and do the best possible analysis.

That's why we advise you to use the testing method to determine which keywords work best and which should be eliminated.

Don't go too wide with KW because that way you get a wider audience, more clicks, but less profit.

Creating websites on the WordPress platform may seem intimidating, but in reality it is not. Like other agencies, we are happy to use it.

The headline and ad text are one of the most important factors. They must be attractive, clear and look like they can solve the user's problem.

It is the only combination that will give a result and must be approached very seriously.

It's good to have multiple ads in one campaign, so you can track and decide which ad should be removed.

If there are more of us, how can I be the first in Google Ads advertising?

If there are more ads for a keyword, how to be number 1 might be a better question. How Google Ads ranks may be your Quality Score (QS). It is the quality rating on the basis of which Google determines the position of your ad.

The higher your Quality Score, the better position you will have with a lower advertising price. If your Quality Score is low, you will have to offer a much higher price in order to overtake your competitors.

That's why our advice is to work on it in order to have the best possible Quality Score, and therefore a lower advertising price.

But make sure that the landing page your ad goes to is well optimized, because your efforts don't end only with a good ad. See how someone from your industry solved it best. If you want a successful campaign, you must take care of some things that we will mention.

AdRank is one of them and they determine the position of your ad. It is obtained by multiplying your maximum price and Quality Score.

Whoever has the best score is first on the advertising list!

Google Ads is based on a bidding system. One click on an ad can be worth a few euro cents, but it can cost more than 1,000 euros per click.

However, the amounts for advertising for the territory of Serbia are still quite normal, so don't worry about that.

There are three bidding options, and they are:

CPC (cost per click). Here you only pay for a click on your ad
CPM (cost per mile). Here you pay for 1,000 impressions
CPE (cost per engagement). Here you pay a certain amount when someone takes a predetermined action with your ad.

A few more important things about Google Ads ads

It is very important to choose the type of campaign that suits you best, and we will mention some of them.

In our opinion, Search and Display campaigns are the most important.

Video, shopping, app are less important for most. and smart campaign. But it again depends on your products or services and it is not bad to try more options.

Search ads are based on the text that is displayed in the results of a Google search.

Display ads are displayed in the form of images and are shown within the Google Display Network.

Another important thing is Click through rate (CTR). It is a percentage obtained by dividing the number of people who clicked on your ad and the number of people to whom your ad was shown. This is a basic and very important metric that can tell you a lot. The higher the number, the better your campaign or ad.

Based on this metric alone, you can literally determine which ad is successful and which should be removed or replaced.

This is immediately followed by the Conversion Rate (CVR). This metric shows what percentage of users took an action after seeing your ad.

UA managers usually follow two metrics:

Conversions after installation
Conversions after an impression

There is one good trick to make your ad more noticeable compared to the competition, and that is adding extensions.

This way, you supplement your ad with additional information at no additional cost.

One of the following options can be added:

Offer
A call
Location
Link to website
Link to the application

Are keywords important for Google Ads advertising?

By keyword we mean what the user types in when searching, for example on Google. Google then returns a number of results sorted by relevance.

Keywords can be Short Tail (one to two words) and Long Tail (several words). In English, keywords are called Keywords (KW). When creating a campaign, it is important to enter negative keywords, i.e. words that you do not want to trigger your ad.

Therefore, Google will not display you for the keywords you have entered as negative KW. There are a few more fine adjustments, but we will write about them in another post.

Keyword research is just as important for organic search as it is for ads.

A perfect analysis must be done for both searches in order to match the searches as best as possible. Because in both cases, Google associates the queries with the keywords you have chosen.

Another important thing is the location. When setting up the campaign, you will have to choose the geographical area where your advertisement will be displayed. Depending on your job, it can be a city, state or region in our case.

It depends on the products or services you provide and can deliver. If you have a gym on Voždovac in Belgrade, the territory of Belgrade should be your limit. Anything outside of it is a waste of budget.

You know that Google also takes care of this, so it will only display relevant results for the query that was set.

Google Ads remarketing and bidding!

This is a very powerful weapon that you must use. The key is to bombard users who have already been to your website with your ad. This is achieved with tracking cookies that register a user who has been on your website but has not yet made any conversion.

Thanks to this method, your ads will follow them all over the Internet. Remarketing is very effective, but the user needs to see your ad several times in order to eventually become a customer. If you've decided to advertise on the web, take remarketing into serious consideration.

Once you've set up and configured all of your campaigns, it's time to bid. You need to carefully analyze the keywords and what are the minimum and maximum prices for them that your competition has set. Based on that, you create a strategy that will depend on your goals and budget.

This is the part where you have to be very careful.

There are two options for bidding:

Automatic bidding. Here Google practically runs the whole business and you don't have to worry about anything, except for the budget. And that's the only thing we would mention in this option. Because Google will spend your budget much faster than in manual bidding.
Manual bidding. This is an option that we always use for our clients. It is much more difficult to work and requires a lot of time and analysis, but it pays off many times over. Try both options and you'll understand how much you can save in manual bidding.

How to use Google Ads advertising?

We're going to be very brief here, so let's get started:

3. Choose an advertising objective. Here you have four options: Get more visits, get more YouTube views, get more calls and get more website sales.

4. Create your ad. This is the next step. It requires creativity and well thought out actions. You have a lot of articles on this that will help you. It is important to write good text that will be noticed and clicked on.

5. Choose keywords. On this page you will choose keywords that will trigger your ads. If you're not sure, Google will give you suggestions. If you have no experience with them, feel free to choose what Google suggested.

6. Set the location of your ad. There you will choose which sites or locations your campaign or ad will be displayed on.

7. Determine your budget. Here you can accept the amount suggested by Google or you can manually enter the amount you are willing to spend on Google advertising.

8. Confirm payment. Here you provide the data that Google needs to download the funds you spent in the campaign. Funds are withdrawn once a month or when you reach a certain limit.

That's it, you've created your Google campaign. But this is the shortest possible version.

In real life it takes much longer, especially if you use some advanced methods.

A lot of people who are beginners and publish ads on Google don't know how to do that.

A few more things you need to do for Google Ads advertising!

We would start first with:

Connecting to a Google Analytics-GA4 account. Since UA will cease to operate in 2023, you must open a GA4 account. In this way, you will integrate advertising in GA4, so you will be able to monitor and analyze all events on your website from this page.

If you want even more accurate and better results, we suggest you consider opening an account on Google Tag Manager (GTM).
Adding UTM codes. This is a great thing because the UTM codes will tell you which offer or ad led to the conversion. So you will be able to track your campaigns very effectively. UTM codes facilitate the optimization of your Google ads and can provide you with very clear data. You can add them manually using Google's UTM builder.

It's even better to add UTM codes when you're setting up your Google Ads campaign, so you don't have to add them manually for each ad URL.
Set up conversion tracking. This way you will get accurate data on how many clients or potential clients you have acquired with your advertising campaigns. This is optional to set up, but will allow you to better track sales or other activity on your website.

Conclusion

We hope you now know how to place an ad on Google Ads. If you're not sure, try it, it's not hard to fix.

If you want a serious advertising campaign, look for a good agency. Their costs are around 10% for some larger campaigns, and believe that the ad they place will be at least 20% cheaper than what you will do.

Not to mention keywords, ad writing and much more. If you still want to place an ad on Google yourself, here are our 7 tips:

1. Have a clear goal.

2. Create a good landing page for your ad.

3. Use the best keywords.

4. Make the creation process automated.

5. Be sure to use extensions when publishing ads.

6. Don't forget about negative keywords.

7. Measure and always look to improve your marketing strategy.

We hope that it is now clearer to you why you should implement Google Ads advertising in your business. Use the advice we gave you and don't give up if it doesn't work out right the first time.