Google Ads, A Complet Guide

Google Ads is a paid online advertising platform offered by Google. If you want to achieve sales, increase brand awareness or collect data, using Google Ads might be the best decision you make for your business.

As we always say, we are here to help you with the process of understanding how to effectively use Google Ads. This means increasing leads, conversions, and sales. A great SEO strategy can be combined with PPC for better and faster results.

Think of it this way: Google has 75% market share, meaning that they are the dominant search engine in the world. Whenever someone wants to find out a product or service, 75% of the time they will use Google. There are about 3.5 billion Google searches daily. Each search is an opportunity for you to get your brand or product in front of people.

About 40% of all Google searches end in an ad click. So, ads are the way to go if you want to advertise and promote your products and services.

What is Google Ads?

Google Ads is a pay-per-click online advertising system that allows you to display ads on Google’s search engine results page (SERP). It works around different keywords that you deem appropriate for your business. Say you have a e-commerce that sells bikes. An appropriate keyword for you would be “cheap bikes” or “best bikes”.

With Google Ads, you bid on that keyword and you are essentially entering an auction and competing against other advertisers who are bidding on the same keyword. So, since Google Ads work like an auction you would think that the highest bid wins, right? No, not necessarily.

Apart from the bid, Google also considers an out of quality score to ensure that the people clicking on the ads get what they search for. With every auction, Google calculates an Ad Rank for every ad in the auction, which determines if the users see your ads or not.

If your ad is the one that gets triggered by the user’s search, it will appear at the top of the search results page. There are currently four available ad slots on top of the results. More ad slots are also available on the bottom of search results pages

Since the platform runs on pay-per-click (PPC) advertising, you have to pay only when a visitor actually clicks your ad. When done right, it has the potential to super boost leads and sales.

What Is Ad Rank?

Your ad position is determined by two factors, your maximum bid multiplied by your quality score.The better your ad rank, the higher your ad is displayed.

Maximum bid is how much you’re willing to pay when someone clicks your ad. Quality score refers to the quality of the ad and the of landing page plus your expected click-through rate and the relevance of your ad.

How can it help?

It can help your business by improving brand awareness and driving qualified traffic to your site. It can identify who is searching for your products and even remind customers of what they previously searched for. That is called remarketing.

With Google Ads, you can optimize current campaigns and work with the results for the best possible outcome. Another great point to make is the fast results you can achieve with it.

Is it costly?

Costs can rack up fast if you drive low-quality traffic. That can happen when you don’t do a proper keyword research or maybe you don’t optimise your ad as well as you could. When you don’t know how to properly manage the process, we always advise asking for help from a specialist.

For example, if you’re targeting high-volume keywords with a high number of monthly searches, you could be paying more.

The key to running a successful Google Ads campaign is to take into consideration factors such as keyword competition, maximum bid and bid position, click-through rates and the quality score of your keywords.

In the beginning, advertisers should start with a low budget. Based on how your campaign is going, you can then determine whether you want to increase your budget.

Where can Google Ads appear?

Google Ads appear in two main places. The first is a Search Network and the second is a Display Network. Google Search Network is powerful and allows you to target the people who are looking for your products and your services.

The Display Network is where you show ads on external websites Display ads come in handy is when you want to increase your brand awareness. The thing is, with display ads, you don’t have the opportunity to target a specific group of people and that is why we would suggest to go for ads that appear in the Search Network. Especially if you have a tight budget or if your business is just growing.

Google Search Network is way more targeted. It’s way more specific. And you’re more likely to have more conversions and have a more profitable campaign.

How to set up your account

To set up a Google Ads account, you need two things. The first is an internet connection and the second is a Gmail account. After you go trough the steps of registering you will need to add your billing information and that’s about it. You can choose from a multitude of options in setting your campaign. It is important for you to pay attention when setting your time zone and location. Make sure you target your customers the right way, so you have a better conversion rate.