Google Search ads for dummies

As a developer turned indie-hacker I have been faltering and learning marketing every day. In the last year, we tried multiple channels and nothing works like good old-fashioned google search ads for us. Now, here are some basic and some advanced tips and checklist for fellow hackers.

I will give the checklist first and then explain some of the points here is the checklist:

1. Choose relevant and specific keywords to use in your ad copy and landing page content.

2. Write clear, concise, and compelling ad copy that focuses on the benefits of your products or services and uses action-oriented language.

3. Set up ad extensions to provide additional information about your business, such as your location, phone number, or business hours.

4. Set up A/B testing to compare different variations of your ad copy and landing pages and determine which combinations are most effective.

5. Determine your target audience and set up targeting options accordingly, such as audience targeting or custom intent audiences.

6. Consider using dynamic search ads to automatically generate ad headlines and descriptions based on your website content.

7. Set up conversion tracking to measure the effectiveness of your campaigns and determine your return on investment (ROI).

8. Monitor the performance of your ads regularly and make adjustments as needed based on your CTR and other metrics.

9. Use negative keywords to exclude irrelevant search terms from triggering your ads. This can help improve the relevancy of your ads and reduce wasted spend on irrelevant clicks.

10. Utilize ad scheduling to show your ads during specific times of the day or week when your target audience is most likely to be active.

11. Use ad groups to organize your ads and keywords into smaller, more focused groups. This can help you more easily track the performance of your ads and make adjustments as needed.

12. Use ad extensions and sitelinks to create a more comprehensive ad that takes up more real estate on the search results page and provides users with more information about your business.

13. Consider using ad extensions like callouts and structured snippets to highlight specific features or benefits of your products or services.

14. Use ad customizers to dynamically insert specific information, such as prices or location, into your ad copy based on the user's search query.

And here are some of the pointers from the checklist in details for someone who haven't used google ads as much:

1. Use relevant and specific keywords in your ad copy and landing page content.

One of the most important factors in creating a successful CTR ad is ensuring that it is shown to users who are actually interested in your products or services. To do this, you'll need to use relevant and specific keywords in your ad copy and on your landing page. This will help ensure that your ad is only shown to users who are actively searching for the products or services that you offer.

For example, if you sell handmade jewelry, you might use keywords like "handmade jewelry," "custom jewelry," or "unique jewelry" in your ad copy. This will help ensure that your ad is shown to users who are specifically searching for handmade jewelry, rather than just generic jewelry. It is also important to use these specific keywords on your landing page to help improve the relevancy of your ad for the user.

2. Make sure your ad copy is clear, concise, and compelling.

Your ad copy is the main way you'll communicate the value of your products or services to potential customers. Therefore, it's important to make sure your ad copy is clear, concise, and compelling.

To do this, focus on the benefits of your products or services, rather than just listing features. For example, instead of saying "Our product has a GDPR certification," try "Get peace of mind with full GDPR certification." This shifts the focus from the product itself to the value it provides to the customer.

In addition, use action-oriented language to encourage users to take action. For example, instead of saying "Learn more about our products," try "Discover the benefits of our products now." This helps convey a sense of urgency and encourages users to click on your ad.

Finally, keep your ad copy short and to the point. Google search ads are limited to a maximum of three lines of text, so make sure you get your message across quickly and effectively.

3. Use ad extensions to provide additional information about your business.

Ad extensions are additional pieces of information that can be added to your Google search ad to provide users with more information about your business. These can include things like your location, phone number, or business hours. For SaaS companies, there are also site links that allow you to capture more real estate in Google search pages.

Using ad extensions can help improve the visibility and credibility of your ad, as it provides users with more information about your business and makes it easier for them to get in touch with you. This can help increase the chances that users will click on your ad.

To use ad extensions, simply go to your Google Ads account and select "Ad extensions" from the menu. From there, you can choose which extensions you'd like to use and enter the relevant information.

4. Test different variations of your ad copy and landing pages.

Another important aspect of creating successful CTR ads is testing different variations of your ad copy and landing pages to see which ones perform the best. This can help you identify what works and what doesn't, and allow you to make informed decisions about future ad campaigns.

To do this, you can use Google Ads' A/B testing feature, which allows you to create and compare multiple versions of your ad and landing page. This can help you determine which ad copy and landing page combination are most effective at driving clicks and conversions.

5. Monitor the performance of your ads regularly and make adjustments as needed.
   Finally, it's important to regularly monitor the performance of your ads and make adjustments as needed. Keep track of your CTR and other metrics, such as the number of clicks and conversions, and use this data to inform your decisions.

If you notice that your ads aren't performing as well as you'd like, consider making changes to your ad copy, landing pages, or targeting to see if it improves your results. For example, you might try using different keywords or adjusting your bid amounts to see if it leads to better performance. It is also a good idea to regularly review and update your ad copy and landing pages to ensure that they remain relevant and effective.

6. Utilize audience targeting.
   One way to improve the relevancy of your ads and increase the chances of a click is to use audience targeting. This allows you to show your ads to specific groups of users based on their interests, demographics, and other factors.

To use audience targeting, you'll need to create an audience list in your Google Ads account. You can do this by uploading a list of email addresses or mobile device IDs, or by using Google's remarketing or similar audience features. Once you have an audience list, you can use it to target your ads to specific groups of users.

For example, if you sell products for runners, you might create an audience list of users who have visited your website and viewed pages related to running. You can then use this audience list to show your ads to these users when they search for related terms on Google.

7. Utilize custom intent audiences.
   Custom intent audiences allow you to target users who are actively interested in a specific topic or product. This can be an especially effective way to reach potential customers who are in the consideration or decision stage of the purchase funnel.

To create a custom intent audience, you'll need to define the keywords, URLs, and categories that are related to your business and audience. Google will then use this information to identify users who are actively searching for or engaging with content related to your business. You can then use this audience to target your ads to these users.

For example, if you sell luxury travel packages, you might create a custom intent audience based on keywords like "luxury vacations," "luxury travel deals," and "luxury hotels." You can then use this audience to show your ads to users who are actively searching for these types of products.

8. Utilize dynamic search ads.
   Dynamic search ads (DSAs) are a type of ad that uses your website content to automatically generate ad headlines and descriptions. This can be an effective way to reach users who are searching for products or services that you offer but aren't using the exact keywords that you're targeting in your campaigns.

To use DSAs, you'll need to set up a DSA campaign in your Google Ads account and link it to your website. Google will then scan your website and use the content to generate ad headlines and descriptions that are relevant to users' search queries.

For example, if you sell a wide range of products on your website, you can use DSAs to show ads to users who are searching for specific products that you offer, even if you're not explicitly targeting those products in your campaigns.

If you guys have more pointers to add in checklist let me know.