Search ads appear when someone types a search on Google, often marked as sponsored, above or among the normal results. Because the person is already looking, these ads can bring customers who are ready to act. Some Ghanaian digital marketer adverts list Google Ads as a must have, and Google Ads (search marketing) is one of the three DMP specialisations. Google's free Skillshop training includes a Google Ads Search certification you can add to your CV.
Keywords are the heart of it
With search ads, you choose keywords that should trigger your ad. Google offers match types that control how closely a search must match:
- Broad match. Shows for searches related to your keyword, giving the most reach but less control.
- Phrase match. Shows for searches that include the meaning of your phrase.
- Exact match. Shows for searches with the same meaning as your keyword, giving the most control.
Negative keywords stop your ad showing for searches you do not want. A paid printing service might add "free" so it does not pay for clicks from people looking for free printing.
Writing the ad
Search ads are mostly text. Google lets you write several headlines and descriptions, then tests combinations. Good search ads:
- Repeat the words the person searched, so it is clearly relevant.