What is Google Ads?

Google Ads: Formerly Google AdWords, Google's online marketing tool that allows you to show your ads in search results, partner sites or YouTube. Google ads are the channel where the most budget is used in the internet advertising ecosystem. Google ads started operating in November 2000. It currently has more than 1 million users.

In this article, we'll cover how Google ads work, the concepts you need to know before you get started, and important concepts like quality score and bid strategies. We will also focus on how and in what ways you can advertise with this online marketing tool.

But first, let's answer the question of why should I advertise on Google Ads.

It's actually very simple. What business owner wouldn't want to get more sales for their product or service, get more phone calls, or increase the visibility and awareness of their brand in a particular region? Moreover, you will be able to measure this whole process and clearly see what you have achieved at the end of the budget you have allocated for advertisements.

For example, let's say you have an e-commerce site and the net profit you get from your average products is 50 TL. Now imagine you get a sale for every $30 ad spend. Wouldn't you like to spend 300TL and earn 500TL or spend 3000TL and earn 5000TL in such a table? Now let's consider the same example for a company operating in the service sector. Imagine that you receive 10 phone calls / contact form requests for 100 TL of advertising expenditure. Let's say you were able to convert only 20% of these requests, that is, 2 of them into work. Assuming that you have made a profit of 75TL from each business, excluding operational expenses, the total amount you will receive from this business will be 150TL. Well, it doesn't make sense to you to spend 100TL and get 150TL?

The main purpose of giving the examples above is not to show you these numbers. The point I want to emphasize here is to show that you can clearly measure the income you get in return for your advertising expenditures. As long as you know the costs of your products and operational expenses, you can clearly see the return of your budget for advertising.

Before I get into the subject, I would like to put together a few statistics from 2019.

According to 2019 data, we perform an average of over 170 billion searches per month on Google.
You can show your ads on more than 2 million websites and applications using only Google ads.
Small and medium-sized businesses earn 17TL for every 7TL they spend.
40% of clicks on Google search results occur in the first three ad results.
65% of searches to purchase services or products result in ad clicks. (wordstream)

How has 2020 affected Google usage and advertisers?

In 2020, the word “why” is in the foreground. Although one of the biggest reasons for this is the COVID epidemic, 2020 has really been a year for the whole world to be forgotten as soon as possible. In addition, the expressions "where to sell" and "in stock" increased by 8000% compared to previous years. Consumers also consulted Google about store opening hours, restrictions, particularly working from home and education.

In summary, our lifestyle, which has changed due to restrictions, has also deeply affected businesses. Many businesses have sought ways to reach their customers through digital channels. Google ads have also become one of the biggest players in this market.

Google Ad Models

Search ads
Display network
Shopping ads
Youtube ads
Remarketing ads

SEO vs Google Ads

What a wrong question. Don't argue guys, you're brothers! Only the two of you have different abilities.

You can think of SEO as an investment that requires patience and can get great results in the long run. Google Ads is the opposite of that. You can activate the ads very quickly and start driving traffic to your site. Google ads also play an important role in determining your SEO strategy. Just think about it.

To learn more about SEO: SEO BASIC TO ADVANCE

Now imagine that you are a new e-commerce business and try to do SEO work on the above keyword. How long do you think we wait? You answer.

Let's squeeze in that Google's revenue from ads in 2019 is over $ 134.81 billion. We know that businesses spend serious money here.

Yes, many large businesses allocate billions of TL per month to Google ads and follow a competitive strategy. However, being competitive does not mean that you will outbid your competitors. At this point, the quality system that Google has configured to provide users with a better experience comes into play. We can call it a kind of punishment and reward system. If you have user-oriented campaigns that are suitable for Google's founding purpose, you can advertise higher than your competitors at lower costs.

We just mentioned that we can activate Google ads in a short time. But that doesn't mean you have to be hasty. You must be patient. Advertising on Google is easy, but it's much easier to waste money.

If the chapter up to this point excites you, you are very lucky. In this article you will learn how you can advertise from A to Z. But first, I will touch on some of the concepts that advertisers are most curious about and that I think you should know.

How much does it cost to advertise on Google?

Google leaves you completely free about your advertising budget. Your monthly budget may be thousands of TL or a few hundred TL. You are only charged for users who click on your ads on the Google search network. If your ads are shown but not clicked, there will be no cost whatsoever.

How do I pay Google?

You can pay to your Google ad account with a credit card, debit card or bank deposit. If you choose to pay by credit or debit card, you can be billed in two different ways.
Manual payment: Allows you to pay the amount you specify at desired intervals on your card that you have defined for your Google advertising account.
Automatic payment: With this payment method, your ad account is debited by Google. When your spending reaches certain limits, Google automatically withdraws the payment.

How many days will my ads run?

You can set a daily maximum spending limit for each campaign you will create. For example, let's say you add a budget of 1000 TL to your Google Ads account. Let the daily budget of the campaign you create be 10 TL. The maximum amount you will spend for 30 days will be 300 TL. If a cost is less than 10TL on some days, you may see daily costs over 10TL in the following days.

How much will I pay for ad clicks?

Google ads work with the auction model. Auctions are held separately for each search query made on Google, the advertisers currently included in the auction are listed in the search results according to their ad ranking score. Ad ranking scores are determined by your CPC bid and quality score for each keyword. If there is no other advertiser entering the auction for the keyword you want to advertise, you pay the maximum bid per click you have set.

Keywords

Keywords are the basis of search engine ads. You choose which keywords you want to show ads to users in which search query.

Impressions, clicks and clickthrough rates

In the Google Ads interface, you can easily see how many impressions and clicks your keywords have received. In addition to these metrics, there are also click-through rates. Click-through rates are calculated by dividing clicks by your keywords by impressions. At the same time, by comparing the click-through rates of your keywords, you can get an idea of whether your keywords are showing in the relevant search queries.

What is CPC?

Your cost-per-click (CPC) bid represents the highest amount you're willing to pay per click. But this does not mean that you will pay the amount you have determined.

What is the quality score?

Google Ads sets quality scores for each keyword you add to your account. Quality scores directly affect the amount you pay per click. The higher your quality scores, the better your ad will rank and the lower average cost-per-clicks you will have. Google considers 3 key factors when determining your quality scores. These are your expected clickthrough rate, landing page experience, and ad relevance.

Expected clickthrough rate: This factor, which directly affects the quality scores, works based on the historical clickthrough rate data of your ads. It predicts how likely your ads will be clicked when shown.

Ad relevance: Ad relevance measures how well your keyword fits with your ads.

For example, let's say we search for “boutique hotel in Antalya” on Google. Let the ad texts appear as follows. Even though both ads are for Antalya hotels, doesn't the Antalya Boutique Hotels ad look more relevant?

Antalya Boutique Hotels
Cheap Hotels in Antalya

In such cases, to keep your relevance score high, you may need to create separate ad groups, albeit related, and create separate ad texts.

You can read more about the subject in my article titled Google Ads Mastery

Landing page experience: Google estimates how well matched the page you are redirecting users to the search query.

Isn't it normal for Google to penalize you if your landing page loads too late, if you greet users with a design that isn't mobile-friendly?
At the same time, the page you direct users to must be compatible with your keywords. Sending the user who is looking for a hotel in Antalya to the page with Izmir hotels will give users a bad experience, and Google will penalize you again.

What is the average position?

If you mean the average rank of your ads shown on Google search results pages compared to other ads. For example, if your average position is 1.1, you can say that most of your ad impressions come first. However, this does not mean that all ads appear at the top of the page. That is, if there are no ads above the fold, your ad position will be displayed as 1, even if your ad appears in the first position at the bottom of the page.

Conversions

Conversions are a metric you should use to understand what your ads are bringing you. For example, the most important conversion for an e-commerce site may be selling, filling out a form or obtaining a phone call for businesses advertising in the service industry. We said this is so important. I can't help but say this. So far, I've had the opportunity to review hundreds of Google Ads accounts. Nearly more than half had no tracked conversions

I know you won't do this.

In order to track conversions in your Google Ads account, you need to do some integrations. In fact, before you start spending money, you should make sure that you have set up conversion tracking correctly.

Things to consider before you start advertising

Set your advertising goals
Define your target audience
Set your advertising budget

1. Set your advertising goals

Before activating your Google ads, clearly define your advertising goals. Businesses usually aim to take actions that will earn them money.

Since each business has its own unique structure, its goals will vary. For example,

Selling products or services for e-commerce sites
Acquiring leads for lead generation sites
To encourage engagement and frequent visits for content publishers
For online information sites, helping users find the information they are looking for
For brand sites, increasing awareness, engagement and loyalty can be the main goal.

We call the goal conversion that you have defined in your Google ad account. Google concept of a conversion “When a user interacts with your ad (for example, clicks on a text ad or views a video ad) and then takes an action that you consider valuable to your business, such as making an online purchase or calling the business from a mobile phone, it's considered a conversion.” defines as.

2. Identify your target audience, Examine your competitors

Who is your target market?

Do your products or services appeal to a local or national market?
Are your customers businesses or individuals? In this way, you should present appropriate messages in your ad texts and landing pages.
How is the internet usage behavior of your target market? How should I guide them?
Try to anticipate customers' needs, what they like and hate on competing sites.

What do you offer to your target audience?

What are the points that make you different from your competitors? Identify them and highlight them.
What about CTAs? Consider what you can use to mobilize your target audience.
What about our bids to get users to click on the ad?

Examine your competitors

Compare the keywords your competitors use with the keywords you have determined. At the same time, analyze and examine your competitors' sites and what kind of experience they provide to their users. So you can discover your missing or better points than them.

3. Determine your advertising budget

You should set your budget based on your advertising goals3 and the average competition for the keywords you want to advertise.

You can advertise on Google with any budget you want. At the same time, you have the opportunity to increase or decrease the budget you have determined at any time.

For example, you started to advertise by allocating a daily budget of 100 TL. Let's assume that the average cost per click of the keywords you have determined is 0.25 kr. In other words, you can get 400 clicks for 100 TL ad spend. Considering that you have a 2% conversion rate, the number of sales you will make per day will be 8. If you want to make 16 sales per day, you will need to increase your daily budget (I assume other conditions will not change) to 200 TL.

You can also create the above table without data, with estimated values. You can analyze the keywords you want to advertise beforehand. So you can have information about how much you will be cost per click on average.

Let's get started then.

How to advertise on Google?

Get started with Google ads in 7 Steps.

create google account
Choose your keywords
Configure campaign settings
Prepare your ad text
Complete your ad extensions
Insert conversion codes
Configure your billing settings

1- Create a Google Ads account

ads to create your ad account . google . com and click get started now. Then you will start creating your account with an e-mail address. (Your e-mail account does not have to have a gmail extension, you can create a Google account via a different e-mail.)

After you register, you will be greeted with a screen like the second picture. We have nothing to do with this section. However, you must complete these steps before you can complete the account setup. Fill in the relevant sections in a representative manner and add your billing information to your account. When you complete all the operations, you can immediately delete the campaign you created. If you already have an MCC account, you're lucky you don't have to go through all this ordeal. You can directly create a new Google ad account.

Let me introduce, Google Ads.

It looks very plain doesn't it? Also, take a look at the campaigns after you create them.

I would like to briefly talk about the interface you see above.

Section 1: You can see all the campaigns you have created in this area.

Part 2: It allows you to view the data in your account according to a certain date range.

3.Part: You can create special reports within the scope of metrics and dimensions that you will choose regarding your ad account. Google allows you to save these reports and even send them automatically to users with account access at certain intervals.

Section 4: The Tools tab is the section where you can do many things about your account, from billing settings to ad scheduling.

Planning

Keyword planner: A tool where you can get new keyword ideas, see competitive information about keywords or average search volumes. We'll take a closer look at this vehicle in a moment.

Ad preview and diagnosis: Google tool that allows you to check whether your ads are getting impressions in your targeted regions and languages.

Shared Library

Audience manager: This is the section where you can find audience lists, audience sources and analytics about your current audiences in your account. In order to transfer the customer data you have to your Google Ads account and collect remarketing audiences, you must first complete the relevant integrations from this section.

Portfolio bid strategies: This is the section where you can create and manage automatic bids for your multiple campaigns.

Negative keyword lists: This is the section that allows you to create negative keyword lists that you can use in more than one of your campaigns.

Shared budgets: In Google ads, the budgets are determined specifically for the campaign. However, you can set a common budget for multiple campaigns using this tool.

Placement exclusion lists: This is the section where you can manage placements, Youtube channels, Youtube videos or applications where you do not want your ads to be displayed in display ads.

Batch Actions

This is the section where you can make bulk updates about your account by using the bulk actions tab. You can also run scripts in your Google Ads account using this tab. Since it is a bit more technical and advanced level, I will not mention it much in this article, but if you are curious, you can get information about scripts here .

Another thing you can do using batch actions is to create and manage automated rules . Automatic rules allow you to make changes to your account or receive notifications based on the conditions you have set.

For example, if your keywords are performing above certain costs per conversion, you can detect these keywords with automatic rules, stop them or reduce their bids. For more scenarios, visit the SEO Explained article.

Measurement

This tab contains tabs where you can generate conversions or analyze conversion data related to your account.

Billing

On the Billing tab, you can manage access to your account, billing and payment methods, and other connected tools.

Yeah! In the section up to this point, we talked about how you can create an ad account and the interface of the ad account.

2- Keyword Selection

Now we come to the more exciting part. You'll learn step-by-step how to create your first campaign. First of all, you need to determine the keywords you will advertise. You can use the keyword planner I mentioned above for this.

Start by typing a few words into the keyword planner that describe your business and products.

After searching, you will be greeted with a screen like the one above. On this screen, you can see the average monthly searches for keywords, competition statistics, and average bids.

Now, think of yourself as a business that only sells motorcycle helmets. However, let's say you only sell three brands. (ls2, shoei and agv)

For example, the keyword “motor helmet” is searched an average of 12,100 times per month. You can see that the competition is high and the average bid range is between 0.17 cents and 0.44 cents.

Which keywords can we use according to the statistics above? I identified a few.

motor helmet
motorcycle helmet
agv helmet
shoei helmet
ls2 helmet

Are we going to end up with these? Of course no. We will narrow our planning down to the models of the helmets.

I know it caught your attention, but the more we customize the keywords we choose, the lower the search volume and the higher the suggested bids.

We see that the word motorcycle helmet is searched 9,000 times per month, while shoei qwest is searched only 880 times.

Which search query do you think is more likely to sell?

You will probably be more likely to sell to the user who knows what they are looking for. Because they know exactly what you're looking for! They are focused on this. On the other hand, a user who searches for “motorcycle helmet” is probably at the beginning of their buying journey. He may not have a clear brand or model in mind.

After including more niche keywords such as shoei helmet prices, shoei qwest price, buy shoei helmet in our planning, let's briefly talk about the campaign structure of Google ads.

If you would like to read my previous and recently updated article on SEO, let's take you here: Youtube SEO Basic to Advance

3- Configuring Campaign Settings

Some settings in your ad account can be determined only for campaigns. For example, you want to schedule your ads to be published only in Istanbul and Izmir. You can create this under a single campaign, but if you want to use 60% of your total advertising budget in Istanbul and 40% in İzmir, you have to open two different campaigns.

Here are some of the features that you can specify specific to the campaign;

Daily budget
Ad delivery hours
Location and language targeting
Bid strategy
Network targeting

At the bottom of the campaign are ad groups. You can create multiple ad groups under a campaign. Thus, you can publish separate ads by collecting the keywords you create in separate groups.

Now let's take a look at the keywords we have determined. It contains keywords in different themes. When we activate the ads, we will reach people who have not decided which helmet to buy, and we will also target users who know what they are looking for. In order to manage more targeted ads, you may want to collect these keywords under different campaigns or ad groups according to their themes. In this way, you will have the chance to optimize your budget and monitor the performance more easily.

You should divide your keywords into campaigns based on users' search behavior. You can plan some of your campaigns with a focus on sales to raise awareness.

Your conversion rates will likely increase towards the bottom of the funnel we have created. Of course, when I say this, I ignore other conditions. (Price, landing page, terms of service, etc.) However, the reality is that the number of users you can access will decrease as you go down the lower steps. This should not be forgotten either.

In a way, we built the above funnel on the generic – brand – model. Depending on your business, you may need to create a funnel in different structures. The basic logic here is to position users who really want to buy something at the bottom of the funnel.

To take a different example,
Sneakers - at the top of the funnel,
Nike sneakers - at the middle step of the funnel,
buy Airmax - at the bottom of the funnel

We are left with two important issues regarding keywords. Keyword matching options and negative keywords. We will touch on these and conclude this section.

Keyword match types

Keyword matching options allow you to control which search queries your ads can show for the keywords you have specified. There are 4 different match types you can use for your keywords.

For example, if you advertise on the keyword "women's shoes" without using any match type, you can see all the following search terms in the search queries triggered by your keyword.

We probably wouldn't want to advertise on all of these keywords, would we?

By the way, you can reach the tool you see above on keywordtool.io. An alternative to Google keyword planner is a tool I use often.)

While we have shared the above image , let's remove the concept of negative keywords .

By using negative keywords, you can specify the search queries you don't want your ads to show.

Let's go through the same example.

For the keyword "women's shoes" you advertise, if you add the keywords "smell, drink wine, is it to a man" as a negative in your campaign, ad group or throughout your account, your ads will not appear in these search queries.

Let me also emphasize that for negative keywords to work, they must match the exact search term. Google can show your ads to users by automatically correcting typos in positive keywords. However, a one-to-one match is required for negative keywords to block search queries.

Broad match

It is a match type created for adrenaline lovers. If you add your keyword to your campaigns without any punctuation marks, the broad match option will be active by default. Your ads can be shown in all search queries that are close to your keywords. If you use this type of match, it will be beneficial for you to check the search terms reports frequently. Because you may also encounter unrelated search queries.

Best not to use this match type at all.

Broad match modifier +

It is the type of match you can use by adding a (+) sign to the beginning of your keywords. The broad match modifier means that the keywords you use should be included in the search query. However, your ads may also show on typos, inflections, and closely related search terms.

For example, the keyword +iphone +x can be displayed in search queries such as “iphone x, iphone x prices, iphone x apple”. can get impressions in search queries.

Phrase Match “-“

Phrase match keywords get impressions in search queries with search queries at the beginning or end of your phrase. You can turn a keyword into a phrase match by adding quotation marks (“) to the beginning and end of your keyword.

For example, the keyword "iphone x price" may be displayed in search queries such as the hard center iphone x price or iphone x price Hepsiburada.

Exact Match [-]

It gives you almost complete control over your keywords. Your ads will only receive impressions on the keyword you have specified or closely matched search queries. You can turn a keyword into an exact match by using your keywords in closed brackets. exact match iphone x word can almost show up in the words charge for iphone x, iphone x charges.

4- Creating Ad Copy

So far, we have determined the setup of your campaigns, selected the keywords you will use, and grouped them under ad groups according to their level of interest. Now it's time to write ad copy for the keywords under each group and decide which part of your site to send them to.

Although Google ads are detailed, your ad texts are the only thing you show users. That's why you should be meticulous and smart when determining your ad texts. Of course, not every ad copy you write will push users to click on your ad, but you can aim to have the best click-through rate by running tests.

When we look at the above ad texts, we see that there is a performance difference of over 200% between the performance of the two ad texts. It would not make much sense to continue the second advertisement in this table.

Note: You should take care to have three active ad texts simultaneously in each of your ad groups. You should periodically pause your worst ad and create alternative ad copy instead.

Now let's go back to the example above.

We decided to stop the second ad copy, so what kind of ad copy will we write instead. Shall we highlight the product, the advantages we offer, the price policy? What call to action will we use or will we use? In short, what about our unique selling feature? When making all these decisions, you should act by considering your target audience and your competitors.

Note2: You can analyze your competitors' keywords and ad texts with semrush.

5- Leverage the power of Ad Extensions

Extensions is a feature that allows you to provide a search button, address description, user comments, description texts or links to your site with your ads. By using ad extensions, you can confront your users with stronger ads. Ads using ad extensions generally have higher clickthrough rates than ads without extensions. You can use ad extensions for account, campaign or ad group. However, adding ad extensions doesn't mean it will always show. Factors such as the order of your ads and the space of other ads are effective in showing your extensions.

5- Conversion Identification and Integration

Throughout the article, we have mentioned that one of the most important advantages of Google ads is measurable. In order for your ad account to count conversions, you need to add a code snippet to the thank you page after conversion. So every time a code is triggered on the thanks page, Google will know that a conversion action has been completed.

You can start the conversion process from the conversions tab under the tools menu we mentioned in the interface of your ad account.

You will continue with the website option as the conversion type. After choosing your conversion type, you can start configuring your conversion settings.

After determining the conversion name and category, you will be greeted with a field where you can assign a value to the conversion you have created. By assigning value to your conversions, you can see the revenue you get from a conversion in your reports, and you can use different bid strategies and campaign models. If the value of your conversions may contain different amounts, you will need to slightly customize the conversion tracking code that Google has given you.

After configuring the conversion settings, you will reach two different code snippets that you need to add to your website.

You should add the global site tag to all pages of your website. You will also be able to start collecting remarketing audiences with this tag.

Just add the event snippet to your thank you page. You can add it right after your global site tag.

Note: If you have set a conversion value and your conversions contain different values, you should set the value "1.0" in the "value" line in the event snippet to a dynamic structure. So you can send different values to your Google Ads account each time a conversion is complete.

6- Complete the billing settings

After completing the account setup and completing the necessary integrations, you can start running your campaigns. To do this, go to the billings tab of your account and enter a valid payment method. In the next part of the process, what you need to do is to summarize things, collect data and make optimizations to increase the performance of the campaigns.

Common Google Ads Errors

Wrong Keyword Selection

Do not try to advertise on all keywords that come to your mind, thinking that there is a close relationship between the products or services you offer to customers. This can create unnecessary costs for your business and negatively affect your quality scores. At this point, ask yourself the following question, are the keywords you choose really keywords that can be used by people who are looking for your product and who need it? Or is it the keywords you choose because there is a connection between them in some way? For example, I have seen that a business whose advertising purpose is to sell iPhone phones advertises on keywords such as top up, facebook, just because it's relevant. Especially if you are advertising with a limited budget, you should definitely focus on choosing specific keywords.

Reading recommendation: SEO Easily Explained

Not Using Match Types

If you're hearing about match types for the first time, there are things you should check in your AdWords account after reading this article. Match types, in a nutshell, allow you to control the search queries your keywords can trigger. In this way, you can limit the keywords you add to your AdWords accounts, ensure that they are triggered in related searches, and prevent the display of ads in the searches you want.

Not Using Negative Keywords

Negative keywords allow you to control the search queries you don't want your keywords to trigger. Thus, you can prevent the display of your ads in unnecessary search queries. You can add negative keywords to your AdWords account with ad group, campaign or list management. For example, let's say you have a keyword such as +hotel +reservation in a campaign targeting Antalya. Due to the match type used, your ads will also be displayed in search queries such as "hotel reservation cancellation", "x hotel reservation cancellation". In order to avoid these queries, you should add the "cancellation" keyword negatively to your account.

When deciding which keywords to choose and which match types to use in your AdWords account, you should definitely consider negative keywords.

Not Separating Keywords into Relevant Groups

Have you ever entered the category of outdoor products on an e-commerce site and encountered mobile phones? If it did, what would your reaction be? You would probably take another look at the page you came across and then close your browser tab softly. In fact, it's kind of like dividing keywords into related groups. To do this, Google offers us something called an ad group. So you can create separate ads for each ad group. In this way, you can prevent the display of men's shirt ads for those looking for women's shirts, and you can show more focused ads to users.

Not Using Ad Extensions

Using ad extensions allows you to annotate your ad texts. In this way, you can create more powerful, interesting and more informative ads. You can create ad extensions for your campaigns as well as for each ad group.

Target and Bid Selection

One of the most common mistakes we see when creating remarketing campaigns on the search network is confusing the "target and bid" option and the "bid" option when integrating audiences into the campaign. While the "Make bid" option helps you organize the bids of the audiences you have added to your campaigns, the "target and bid" option allows you to show the campaign you have created only to the audience you have added.

For example, imagine that you want to advertise your hotel in Antalya to users who have visited your website using RLSA campaigns. Let's say you have created remarketing lists for people who have visited your site and may be more interested in your hotel, and you want to show ads to this audience in any "Antalya" search. Good luck if you've added your target audience to your search campaigns as "make an offer". You started to get clicks from all antalya related words. However, if you add your remarketing lists with the "target and bid" option, you can only show ads to users who have entered your website in all "Antalya" searches.

Wrong Landing Page Selection

Landing pages are pages that users are redirected to after clicking on ads. Definitely stop redirecting users to the homepage (there may be exceptions) Definitely try to direct customers to pages that provide information about the product or service you offer. Directing the ads you have created to the relevant pages will positively affect both the user experience and the performance of your ads. For example, you should direct users who want to buy phones to the main category of phones, users who want to buy iPhone phones to the page where iPhones are located, and users who want to buy iPhone 7 to the page about iPhone 7.

Using Automatic Rules Wrong

We all use automated rules to make changes to your campaigns, ads, keywords under the conditions you set. Although automatic rules reduce the workload, care should be taken when creating rules. You should pay attention to many factors such as under what conditions the rules will work and in what period of time they will come into effect. Otherwise, there may be changes in your account that you do not want. In addition, we recommend that you periodically follow the changes made by the automatic rules you have created.

Reading suggestion: Google Ads Mastery

Using location options incorrectly

Google offers two different options when targeting the locations where you want to show your ads. One of them is the users who search for the region you are targeting, and the other is the users who live in the region you are targeting. In this way, it allows you to do two different targeting. For example, if your business can only serve in its location, your location targeting setting should be “users' region”. Otherwise, it may be shown to users who are not in your targeted location but are searching for your targeted location.

Not Looking at Top / Other Statistics

The average positions of your keywords can sometimes be misleading. For example, let's say your ads appear first at the bottom of the page, if there are no ads at the top of the page, the average position of your ads will appear as 1. Not checking this report can mislead you both when evaluating performance and doing optimization studies. In particular, getting your top conversion keywords to the bottom of the page in this way can cause a huge loss of performance.

Tracking conversions incorrectly

You can track conversions in multiple ways in your Google Ads account. Especially in accounts whose history has been checked by many people, there can often be confusion at the point of conversion tracking. There are conversions imported from both the Google Ads conversion tag and the Google Analytics account. This will mess with your campaigns' conversion data. This will cause your campaigns to display the conversion data incorrectly, and you should keep in mind that the automatic bid strategies you manage through the conversion data will also work incorrectly.

Bonus: Don't Neglect Google Analytics

Digital Analysis: It is the analysis of qualitative and quantitative data about your business and competition in order to continuously improve the online experience that your customers and potential customers experience and that translates into the results you want.

Google Analytics is one of the most popular web analysis tools you can use to monitor and analyze your website traffic. By using Google Analytics, you can get to know your website visitors better, measure the importance of your traffic channels, and learn about pages on your website that your visitors are not interested in.

Some data you can get with the help of Google Analytics:

Which channels do your visitors come from?
Which channels have higher conversion rates?
Which channels have lower CPA costs?
Which pages bring your visitors to your site for the first time?
Which of your pages perform better?
What devices do your visitors use to visit your website? What devices are they using to complete the target?
What is the demographic information of your visitors? What is the value of demographic information on the conversion path?
How often do users visit your website? How long does it stay on your website?
How does your website compare to your competitors?
Does your content satisfy users?
What are the reasons that discourage users from shopping?
Which keywords do you get more conversions from?
How is the performance of your mail campaigns?
How do your traffic channels support conversions?

Things to consider when getting started with Google Analytics

1) Set your goals

In Google Analytics, goals briefly help you see if your business is meeting its goals. Setting goals for your Analytics account is one of the most important steps in digital analytics. When defining your goals, you should determine your goals that are appropriate for your business. It will help you understand where your business is headed. These goals may be for purposes such as purchasing, time spent on the site, increasing the number of returning visitors, filling out the contact form. Note that you can define a maximum of 20 goals in your Google Analytics account. (except premium accounts)

2) Set your KPIs

KPIs are the data you need to care about to increase the efficiency of your business. It helps you see the performance of your business on its journey to reach its goals. For example, for an e-commerce site, not only sales, but also newsletter registration, returning visitors can be a key performance indicator (KPI). KPIs for a content site can be pages navigated per session, time spent on page, or frequency.

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