Free Google Ads training: winning new customers in six steps

There is no shortage of advertising for Google Ads courses. But let us be honest: you do not need an expensive training to get results. That does not mean it happens by itself, though.

In this article we go through the basics of winning new customers consistently through search advertising.

Step 1: start with the user

Google is by far the most used search engine in our market. Which means that every customer you have now, every customer you ever had, and every customer you will ever have types something into Google at some point. And anyone typing something into Google is looking for a product, a service, advice or something else.

With search advertising you reach potential customers at the exact moment they need you.

Step 2: choose the right keywords

Google works with keywords. Somebody searching for “tennis racket” may just be browsing. But somebody typing “buy tennis racket” is ready to act.

That small difference in wording is a big difference in intent.

The exact words somebody types often say a great deal about their intent. So aim your ad at the people whose wording shows an intention to buy.

Step 3: write your ad

Once you know which keywords you want to advertise on, it is time to make your ad. It will appear at the top of Google alongside competitors advertising on the same term.

Which makes it important to stand out with your copy. A headline promising the lowest price and a wide range does more work than one saying you have been selling tennis rackets since 1995. The second gives people far fewer reasons to visit your website. Every click counts, so do not be casual about this.

Step 4: design the page

Plenty of companies send their search traffic to the homepage of their website and let visitors work it out for themselves.

But every master marketer, and now you too, knows better. The page has to be the logical continuation of the ad. If the ad is about tennis rackets, the page is about tennis rackets.

It is like asking for blue jeans in a clothing store and watching the assistant come back with the latest collection of T-shirts. It makes for a bad experience and it immediately lowers the chance that the visitor ever becomes a customer.

Step 5: turn clicks into customers

Once you have worked through the first four steps, your first orders and leads start coming in.

You pay Google per visitor they send to your page, and you get a lot of information about those visitors. After a while, patterns emerge in their behavior.

Clicks from men between twenty-five and thirty-five might convert most consistently, while women under twenty-five rarely do.

At that point you can adjust your advertising and focus entirely on the most lucrative audience. You pay less and you sell more. That process is optimization, and you can go very deep into it.

Step 6: set your budget

The ultimate goal of that optimization is a positive return from the first purchase onward.

Say you keep €50 on average from a customer buying their first tennis racket, and you pay around €0.70 to bring one visitor to your site.

Then a sensible goal is to get your conversion rate, the share of visitors who go on to buy, to 2%. Which means:

• fifty clicks at €0.70 each is €35 in total
• one order from those fifty leaves you €50
• so you pay €35 and keep €15 in profit

Which is why there is no question we like less than “what should I take as an advertising budget?” An advertising budget does not exist once you have a directly positive return on your advertising.

From that point you can simply scale until your company can no longer handle the number of new customers. You are literally buying customers from Google at a profit.

Conclusion

In this training you learned why search advertising is one of the best ways to reach new customers, how to write a convincing ad and get it in front of the right people, where to send the prospects who click, how to optimize until you can guarantee a positive return, why having an advertising budget is limited thinking, and how to turn your advertising cost into direct profit.

And those are only the basics. Yet plenty of agencies and courses never get past step four.

Ready to put it to work, or would you rather have it done for you? Get in touch.