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How to get started with online advertising

Let’s start with some basics

  • Impressions: The number people who saw your ad.
  • Clicks: The number clicks that brought people to your site from clicking on your ad.
  • Click-through rate (CTR), is the percentage of people who click on your ad after viewing it. While CTRs will vary depending on the business type, it is best to keep yours at 1% for Search campaigns.
  • Conversions: Customers take valuable actions after clicking on your ad like app downloads, purchases, leads or calls.

It’s important to pay attention to CTR and website engagement in the initial stages of your campaign to ensure you are attracting the right customers. To monitor key actions, you can connect your goals with data to track sales and conversions.

Understanding your customers.

Now is the time to identify your most valuable customers. These are some ways you can identify the most valuable customers so that your ads are targeted to them.

Determine their interest

To understand your audience’s intent, use the consumer barometer. You can create better ads that are more relevant to your clients once you understand what they want.

Learn their behavior

Think with Google to get new customer insights that will help you drive people to your company. 

Google trends provides insight and data on the searches that your users are making. This will allow you to target the right people in the right places with your ads.

Stand out from others

Once you’ve identified your audience, you need to highlight the unique aspects of your business so that it stands out from the rest.

Check out how you stack up

Google’s competitive analysis tools can help you identify opportunities to differentiate your brand and products.

Get more perks

Include your unique selling proposition in all your marketing communications. If you offer free shipping, mention it in your advertisements and on your landing pages.

Landing pages that convert clicks into customers

Your budget and profits can be affected by landing pages. Here are some tips to help improve the user experience on your site.

Be relevant

Your ads should be directed to the page most relevant to your keywords and ad text. You could direct users to your homepage if you are targeting general search terms. If your ad is specific to one product or service it should direct users to that page.


To optimize landing page user experience, there are many best practices. To build trust with your users, you can display reviews or remove pop-ups.

Make it simple

Use bullets, lists, clear calls to action and large buttons to get straight to the point. Customers can also be helped to quickly locate what they need by prioritizing the content above the fold.

Be trustworthy

Your users should have a consistent experience on all platforms. You should use a mobile version of your landing pages for mobile ads, or a responsive website design.

Read difference between search and display advertising.

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