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August 13, 2013

 

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To begin using Google Ads, sign up on their website and create an account. The platform is very user-friendly, so if you’re familiar with creating ads on Facebook or other platforms, you should have no problem using it. However, that doesn’t mean there aren’t any quirks. To start, it is important to decide who your target audience is. Most businesses fall into one of two categories: B2B (business-to-business) or B2C (business-to-consumer). Once you identify what type of business you are, it is important to think about how people will find your ads when they search for certain keywords in their browser.

Agencies have access to tools you won’t find easily elsewhere, like cross-device pixel tracking. This is important if you want to know how someone got to your website and then bought something. For example, an agency may be able to track whether someone came from their phone, tablet or desktop computer—or even if they moved between two of those devices when shopping online. Cross-device tracking is relatively new and few companies other than advertising agencies are using it. Keep in mind that knowing where people start their journey on your site isn’t always enough; you need insight into how they move from device to device as well (and any places they drop off). That level of reporting isn’t available with every tool out there.

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