How To Advertise On Google Ads For Singapore Businesses

advertising on google ads singapore

Advertising with Google is an excellent strategy for marketing your business. You can display an ad for your enterprise to audiences who are looking for your type of products or services, particularly within your region. This targeting method makes google the best platform for advertising your business. However, the web is crowded, and getting users to visit your website out of all the other alternatives available is a continuous challenge that owners of sites are aware of.

Google Ads, previously called Google AdWords, is one of the most useful tools for advertising your websites to increase traffic.

Table of Contents

Reasons for Using Google Ads

If you are a businessperson looking to spend money on Google Ads, you should know the reasons why it is worth the investment first. This advertising platform from Google has some benefits that make it significant to consider.

  1. Google extends targeting options

Reaching a massive audience is less significant than reaching the suitable audience for a lot of businesses. Using Google Ads services enables you to choose the keywords and search terms that your ads show up for, what users get your ads grounded on the information on demographics, and the types of websites that your ads appear on in the display network. All these helps you to reach the audience more efficiently since only individuals who are most likely to get concerned about your website get the ads.

  1. You can have a massive audience

Conducting your online campaigns using Google Ads controls not only the ads that appear on the search engine, which is used by billions of individuals per day, but also those ads that appear on other Google’s platforms like Gmail and YouTube, and a vast number of other sites contained within Google Display Network. All that said, platforms for Google Ads get to over 90% of all users of the internet, which makes it the best tool for advertising online to a broad audience.

  1. It is quicker than a majority of other online marketing strategies

While content marketing and SEO are significant, they are slow. Google Ads progresses your website in the lead more quickly. If your campaigns online need further enhancement, PPC marketing via Google Ads can deliver it.

  1. You only get charged after users visiting your website

In several Singapore advertising platforms, charges get applied for the publicity the ads generate. Pay Per Click brand in Google Ads enables you to pay for only the number of times people click on your ad and go to your website.

Setting Up a Google Ads Account

It is quite easy to set up a Google Ads account. When you visit Google Ads website, there is a large button, green in colour, that says “Start Now.” After clicking, you will get a form where you will fill the website you wish to promote and your email address.

You must ensure that the email used has been joined with a Google account. If you don’t have one, you can set up a new one from there.

Here the steps on how to set up your first Google Ads campaign

  1. Signing in: use your gmail or Google Suite email to sign in:

    guide to how to start on google ads


    signing up new google ads account

  3. Choosing Your Goals:

    choosing goals in google ads

  4. Choose Your Existing Or New Business:pick a business to promote online on google ads

  5. Fill Up Your Business Name And Website URL:step to insert business and url in google ads

  6. Choose If You Want Singapore, Other Countries/Regions, Specific Regions Of Singapore Or Radius From Your Business:

    setting areas around your shop on google ads

  7. Specify Your Language And Business Categories You Are Promoting:

    step on how to specify business and industry in google ads

  8. Write Your First Ad:

    writing your ad in google ads

  9. Set Your Budget. Unless You Are Pretty Sure What Is The CPC, Clicks And Budget You Need Its Better To Start With “Recommended” – You Can Change It Later:

    budget setting in google ads

  10. Review Your Ad And Budget:

    launching google ads review step

  11. Confirm Your Billing Country:

    setting up google ads billing part 1

  12. Set Up Your Billing Profile:

    setting up google ads billing part 2

  13. Input Your Credit Card – Best To Use Auto Payment Which Deducts Every 30 Days Or Upon Hitting Threshold:

    setting up google ads billing part 3

  14. Congrats You Are Done!

    completing your google ads setup

  15. And When You Get More Comfortable And Want To Optimise Your Campaigns:

    using expert mode in google ads

  16. You Can Switch To Expert Mode Which Gives You A Lot Of Power And Flexibility:

    using expert mode on google ads

  17. Here Is What You Should See In Expert View Overview – You Can Add Keywords Like So:

    expert view on google ads overview

  18. You Can View The Performance Of Your Keywords And Add New Ones Like This:

    viewing keywords on expert view google ads

  19. The Keyword Suggestion Tool Comes In Pretty Handy Or You Can Use The Keyword Planner Tool:

    choosing keywords in google ads


Best Six Google Ads Practices

Ideally, you could nosedive into developing ads these days. But to gain maximum benefits from the money you use on Google Ads, you should create time to study the basics.

Google provides several videos that can give you an insight into the platform and how to apply it. Viewing all of them can be an arduous task, but it is worth the time as most website owners confess.

Below are the best six Google Ad practices that you need to consider.

  1. Define your goals

Determine what you want to achieve from your Google Ads campaigns. At some point, you must decide on whether getting those first leads for users to learn that you exist becomes the most crucial factor, or you need users to turn into clients without delay. Regardless of your intentions, your campaigns using Google Ads should be developed by the goals you need to accomplish.

  1. Research the keywords

Keywords are among the most crucial aspects of PPC marketing. The list of your keywords plays a significant role in marketing your digital content. You must ensure that your keywords appear specifically when people search for content that matches the content that you have to sell. Taking your time to research is the best means of learning the terms used by individuals, and the viability of different words. Try to use keywords that refer to a large number of products that sell in small amounts rather than those that relate to a small number of best-selling products to reduce the bidding costs.

  1. Give relevance priority

The best thing about digital content sales is that you can reach a specific audience that is most likely to get interested in the content on your website more effectively. The sales for your ads increase when you make them appropriate to the users at the instant they see them.

Thorough research on keywords plays a significant role in marketing your SMEs in Singapore, but website owners should also include ad targeting by demographics and the interests of the users to direct your ads to the right audience.

However, relevance must go past the content displaying on your ad: the content of your ad must always match the content on the page where the ad leads you to increase conversions.

  1. Improve as you proceed

There is suitable analytics on Google Ads that can help you get a better understanding of the content that your audience reacts to based on the performance of your website with time. Google Ads even analyses the success of your ad into the cost you pay for each click using its Quality Score. The quality score of your ads is calculated by how good your ads perform, and this has an impact on your pricing.

  1. Retarget your users

It is nice to get a visitor once on your website, but urging them to visit again is much more beneficial. When using Google Ads, you enjoy the service of retargeting the clients who had already visited your site to show them the items they saw when they were there or even new products.

  1. Try out your ads

It can probably take a few tryouts to know what inspires your audience to react to your ads. Test different ads with various keywords, images, and audience to gather information on the ones that work best. If you just try a single ad, you will never learn whether the ad would bring better results if it were done differently.

Take time to come up with your Google Ads

To get the most significant results, you should commit your time to undertake your Google Ads online campaigns. If you do not have time to manage your Google Ads online marketing, you can hire a professional PPC expertise or company who can offer their skills to your digital campaigns and enable you to achieve better results while economising on your time.

Ensure that you monitor your PPC campaigns routinely. Pay heed to the information they deliver and utilize it to enhance your campaigns. When your ads are managed well, you are confident of improved results as you continue using the platform.

Steps for Creating A Successful Campaign

Google Ads simplifies the task of getting started with creating digital campaigns by taking you through the steps needed. Below is an overview of these steps.

  1. Select the type of your campaigns

On the Google Ads page, there is a link that contains the five major ad types that you can establish using Google Ads.

  • Search ads – These are ads that usually appear above the primary results of the Google Search Engine results page.
  • Display ads – Ads that show on sites all over the web.
  • Shopping ads – Ads that emerge on the results page of your search engine for searches related to products, and the always feature information like availability and cost, and images.
  • Video ads – Ads that appear on the bottom or before a YouTube video.
  • Universal app – Ads that appear on apps for mobile platforms.

Select the ad type you want to employ when undertaking your campaign. You can run multiple advertisements, so selecting one ad type does not prevent you from creating the other kinds of ads on top.

  1. Develop your goals

The platform then requests you to select the goal for your ad. It will give you different options depending on the chosen type of campaign, but these are the most usual options:

  • Brand awareness
  • Leads
  • Sales
  • Traffic
  • Brand and product regards

Also, you can decide to develop your campaigns without selecting a particular goal. Selecting your goal enables Google Ads to improve on how it follows up the success of your campaigns and give you the most relevant analytical feedback.

  1. Specify your settings

The next page features various essential aspects.

You start by assigning a name for your ad. This is for use by your marketing team only. Therefore, you need to ensure that the assigned name makes sense to you and PPC account assessment team, and it differentiates the specific campaign from others that you may create or have.

The next step is selecting whether you wish your ads to appear on both the display, and the search network, or on either of them. Search network ads appear on the results page of Google search engine or other Google platforms. Display network ads, on the other hand, appear on all websites throughout the web.

Then, you choose the location and language of your target audience. If you own local SMEs in Singapore, then you do not wish to spoil money on clicks from users in other countries or localities. And if your staff uses the same language as the target audience, you will want to reach the customers in that language since they will understand the information quickly.

Selecting your financial plan is the next step after choosing the language and location. Here, you need to decide the maximum amount you want to spend on your PPC ad on a daily basis, and also the maximum amount you wish to use on each click. As you would imagine, the more the amount you set, the higher the number of times your ad appears and the higher the number of clients you can anticipate to visit your website.

Bidding for your ads can either be done by manual bidding by the website owner, or through allowing Google to conduct automatic bidding. It is recommended that all marketers use the automatic bidding, but the most experienced users of Google Ads can perform their manual bidding. The automatic option is designed to deliver the best output for the money spent. Hence it is always a good option.

Then, you will get a request to input the days you wish to start and end our PPC campaign. You can choose ‘None’ if you want your campaign to progress for an indefinite period.

Extensions and Audience

There are a few sections at the bottom of the page that features optional selections. These are the most important among them:

  • Targeting Audience- from here, you can specify the persons you want to view your ads depending on their search behaviours and concerns. You can also set up remarketing approach to allow the display your ad to users who had visited your website before.
  • Extension Options- this section features various extension options which allow you to improve your ad by adding extra information like links to multiple web pages, discount information, or contact information. It enables marketers to give significant information in a perfect way that attracts the attention of the audience.
  1. Add Your Keywords

This is the section where you are needed to enter the keywords that you have researched on. For each campaign, you can develop several groups of ads. You only need to create ads that focus on an individual service or product in each group so that you can enter a particular set of keywords that will be appropriate to the ads.

  1. Create Your Ads

This is where you incorporate all your creativity and put in the images you wish to utilize for every ad that applies to the selected keywords.

  1. Make Payment and Start!

After ensuring that everything else is organized, a red button at the top of the Google Ads page appears to inform you to make payments to activate your campaigns. Click on “Fix It” and input your payment details.

Monitor Your Ads and Get Better

After launching your ads, you still have a job to undertake. Ensure that you track the analytics provided by the platform, and use this data to improve your ads, the budget, and targeting to acquire successful clicks and improved conversions.

Bonus Tips on How to Advertise on Google

 An average of 40,000 searches is conducted on Google every second. This roughly translates to 3.5 billion searches a day and 1.2 trillion searches a year worldwide. Advertise on Google is unarguably the largest and most used search engine in the world and undoubtedly the nucleus of the internet.

Google AdWords

Google AdWords is Advertise on Google platform that supplies businesses with the opportunity to run ads on its search results page. An AdWord advertisement blends in with the whole page other than a minute green tab that reads Ad. This labels it as an AdWord advertisement and not an organic search result. These advertised results are usually located both at the top and bottom of the page.

Google Search Engine

The world’s largest search engine operates by linking searches to ads based on relevant keywords. Inadvertently, website owners are on a fervent bid to win relevant keywords they deem will most likely be used by consumers in search of their product type. For instance, a custom jeweler in Singapore might try to bid on keywords such as “personalized jewelry” and “jewelry singapore”.

The placement of your ad on Google’s results page is dependent on how much you bid for that keyword. In addition, the landing page experience is taken into consideration when Google’s algorithm ranks your site.

Why Google Ads Work?

Advertising on Google can be very powerful as you are essentially targeting consumers at their fleeting time of intent. It presents your business with immediate heat-of-the-moment leads that are probable to convert, even into long-term customers. Unlike in Facebook’s ad system where you can’t exactly determine the time, intent and location of your customer right before a purchase, this gives you the possibility of targeting your specific market in your specific location with real chance for conversion.


Google charges by a pay-per-click model. You are only billed when a click is performed on your ad. This can be very cost-efficient as it usually signals that the click you are paying for is directly related to a potential sale. Google Adwords even allows you to determine the maximum spend per click and the maximum daily amount. Budgeting can really be reined in and controlled for Google Ads.

Setup Google AdWords & Start Advertise on Google

You will need to sign up with an email address and a business website. Use the 6 steps below as a guide.

1. Set Your Budget

Google recommends a daily $10 budget. The amount here can be adjusted after a trial and error run of what works for your business. A helpful tip is to estimate the percentage of clicks that will convert to a purchase.

2. Specify Location

This is an important portion that can help you save an incredible amount of money cost-wise. If your business is a local one, you regulate your ad as a local run so as to avoid unnecessary clicks and costs. You can even limit the radius of the searchers to a specific distance around your business location.

3. Select Your Network

Advertisers are presented with the option of display on Google’s search results page or Google content sites such as Youtube and Gmail. It is probably a good idea to advertise on Google’s search results page as a start. It is most advantageous if you wish to target people scouting for your business.

4. Determine Keywords

Keywords connect searchers to your ad and landing page. Google provides you with vital information in this area. Keywords pertinent to your site are suggested and popularity statistics are even assigned to each. Go to Tools and select Keyword Planner to access some of Google’s suggestions based on your entered keywords. You can educate yourself on common searches and trends here. An important tip is to use long-tail keywords with more than 2 words. They are more specific, have lesser competition and are more likely to link to your ad.

Keyword Match Types:

Broad Match – Your keyword is allotted this default match type and will show up anytime someone searches one or more of your keywords in no particular order. Your ad will show up for synonyms as well.

Broad Match Modifier – Adding a + in front of the required keyword of choice makes your ad show up only for searches that included that word.

Phrase Match – Insert quotation marks around the phrase that you require in exact order. Searches will only be matched if they searched that exact phrase, but the actual search may include extra words before or after the phrase.

Exact Match – Searches will only be matched if it exactly corresponds to your keyword, without any excess words before or after.

Negative Keywords

Note the searches that led to your site. If there are any poor matches, make the irrelevant word a ‘negative’ keyword so those future searches will not lead to your site.

5. Lay Your Bid

The amount you bid for a keyword will determine where you show up on the results page in comparison to other businesses that are relevant to your keyword.

6. Write Your Ad

Be sure your ad is as precise as possible as there is a character limit. Two headlines and a description are required. Some rules to follow for a successful ad:

  • To ensure Google finds your ad relevant, use at least one of the keywords you bid on in your ad.
  • If you want to increase the chances of showing up in local searches, use local terms in your ad.
  • Define your business identity in the ad and what its offerings are to consumers.
  • Indicate your business’s point of difference in your ad ¾ what sets it apart from other similar ones. This could be affordability or even sustainability.
  • State a clear call-to-action. This has been proven to prompt searchers to click on your ad.
  • Advertise a promotion. A small offer can spur searchers to gravitate towards your ad over the multitude of other similar ads.
  • Add extensions to your ad. They may take up extra space but ads with additional information have had higher click through rates. This could be a store rating, an address or a phone number.
  • Search for a similar business type on Google and see what the successful ads look like.
  • The longer your ad, the more noticeable it is.

For mobile ads:

  • Incorporate click to call and click for directions in your ad.
  • The simpler the ad, the more effective.
  • Ensure your landing page works on mobile, otherwise chances are Google might not rank your ad for mobile searchers.

Mobile Advertisements are robust in terms of conversion rates as mobile searchers perform the search rather late in the buying cycle with great intent of purchase.

Follow your Ad Performance

  • Go to the keywords tab in your account and add a quality score column. Your keywords are each given a quality score.
  • An ad’s ranking is determined by multiplying its quality score and your bid amount. The higher the score, the higher your ad ranks.
  • Quality of ad can be traced with other factors:
  • Impressions – An impression happens when your ad simply appears on a results page. Low impressions are a bad sign meaning no one sees your ad. Counter this by checking if the keywords you chose match your site and ad. Also, a competitive bid is recommended.
  • Click through rate – This is calculated by taking the number of clicks and dividing it by the number of impressions. This statistic gives insight on how many are acting on the impression of your ad. If the figure is lower than 1%, you should re-compose your ad into a more appealing one.
  • Cost per click – Calculated by taking the total cost of ad divided by number of number of clicks. CPC is correlated to conversion rates. How many of the clicks actually translate to sales? If your CPC is not converting well to sales, you might need to rethink your ad and landing page to make it more exciting.

Once you’ve gotten started, check your ad stats regularly for your ad’s performance. Edit your ad whenever necessary. Remember to also streamline your select keywords. All these practices will help you reduce to cost of your ad, which can quickly escalate if done wrong.


Although Google Ads is distinguished for attaining quicker benefits than other digital marketing platforms, it is also valid that you obtain better outcomes from it the more you continue using it, provided that you wish to learn from your ads and improve them as you advance. When performed well, Google Ads can result in a beneficial ROI and present increased, and relevant, traffic to your site.

You can get professional help in managing your Google Ads campaigns in Singapore from MediaOne’s services. Visit their website  for more information on how to run a successful online campaign using Google Ads in Singapore.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

January 08, 2019

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