We all use the internet one way or another, nowadays. We are on social media, making purchases, or looking for something online. In a world like this, businesses are moving towards the internet as well. They have websites now. Naturally, their advertising moved to the internet. There is still a newspaper, TV, magazine, etc. advertising, but there is also digital advertising. Businesses use these digital advertising channels to grab online people’s attention. One of these digital advertising channels is Google Ads. With Google Ads, you can show your product or services when people search for in on Google. It is an effective way of driving relevant traffic to the website. You can also use display advertising with creative materials and for remarketing purposes. In this article, we will look into the details of Google Ads and does it work.
Basics of Google Ads
Let’s take a look at the basic features of Google Ads and how do the work.
Google offers a paid advertisement method where your ads will be shown to people when they search for terms related to your business. These terms are called keywords. There is also the display network option where you can use creative materials in advertising such as text, image, video, and rich media. They can be targeted differently and can be used for remarketing. These ads can be on different websites with Google AdSense and other third-party partners. When someone searches a keyword or group of keywords, the Google search engine results page (SERP) will list the search results. The first ones to appear will be Google Ads, which would be marked with “Ad” in green. The rest would be organic results, which can be gained by search engine optimization, SEO.
Advertisers need to use keywords to be found on the Google search engine results pages, SERP. They need to be relevant to business’ products and services to be found from related people. Then, they bid on these keywords how much they are willing to pay for a specific keyword to show their ads. There are four different keyword match types.
- Broad Match: If someone is looking for your keyword with or without other terms added to the keyword, your ad will show up.
- Phrase Match: If some have searched for the phrase you have used, the ad will show up.
- Exact Match: The searched keyword and the chosen keyword has to match 100% to show up the ad.
- Negative Match: If you do not want to show your ads with specific keywords or phrases, you use negative keywords or phrases.
While arranging these keywords, the bid advertisers used combines with Ad Quality to determine the rank on the Google SERP.
When someone clicks to an ad, the advertiser pays a certain cost, which is the cost per click, CPC. This is also called pay per click, PPC. You can choose a maximum bid amount or an automated option that Google Ads chooses the price automatically within your budget. Theoretically, this option maximizes the clicks.
There is another option where advertisers pay for the impressions when the ads show up, called cost per mille, CPM. Mille is the Latin word for thousand impressions. So, advertisers pay for thousand impressions of the ads shown on the SERP. Higher the bid, the higher positioning the ad will have. There are other factors to determine the ad positioning as well.
Quality Score has a great significance over the cost and effectiveness of the Google Ads campaigns. It influences your PPC ads performance and how much you pay for a click. Essentially, the Quality Score is Google’s rating of relevance and quality of the keywords and ads, and it determines the CPC. There are different factors Quality Score depends on, including;
- The relevance of the ad,
- The relevance of the keywords,
- Landing page quality,
- Landing page relevance,
- Click-Through Rate (CTR),
- Google Ads account performance, and so on.
Quality Score algorithm is quite complex, but we know that the click-through rate (CTR) affects it heavily. With a better Quality Score, you will have higher ad rankings and lower costs.
It is a metric used by Google to determine your ad placement on the Google SERP. The highest rank would be at the top of the SERP, and the second one is the second-highest rank, and so on. Five factors would affect the Ad Rank. They are;
- The Bid: As we have examined in the keywords, it is the amount you bid on a keyword or a phrase.
- Quality Score: From your landing page’s technical correctness to the Google Ads account performance, there are different variables.
- Relevancy: The website’s topic, content, the search location, and the device type can affect the ad rank.
- Context: The search context, query, time of the search, the other ads, location, and device type have effects on the ad rank.
- Ad Extensions: The pieces of additional information, like other pages of the website, phone number, and link, have positive effects.
To be on the top of the search engine result pages, SERP, advertisers have to win the auction. It determines the ads’ positioning, which is affected by the Quality Score and the bid amount, as we have examined before. The ad’s positioning will be higher, even on the top, if the Quality Score is better and the bid amount higher. All the factors determining Quality Score affects the auction as well.
How To Create Google Ads Campaign?
If you decide to dive into the Google Ads world, start visiting the Google Ads website and create a Google Ads account. Once it is up and running, the first thing it will ask you to choose the campaign type. You can choose search ads, the display network ads, shopping ads, video ads (Youtube), and the universal app. Then choose your goal: traffic, sales, or lead. And then, do not forget to name your campaign. You do not want to mix up the campaigns.
Choose your location, language, and bid strategy type wisely. Manual CPC would be great for the first-timers. Because it gives you overall control of your budget. Set your daily budget, campaign dates, and delivery method. The standard delivery method would be a good choice for now.
For the next section, you will choose the keywords. Group similar ones into an ad group and create different ad groups for different products and services. Finally, the ad creation stage. Enter the final URL (your landing page), headline, display path, and description. Then submit. The campaign is ready to go. After you set up a payment method, you can activate your campaign and start your Google Ads journey
Is Google Ads free?
You advertise for your website on Google, and as other advertising formats, it is not free. Google charges you for the ads.
How does Google Ads work?
Advertisers create ads for websites on Google. When ads are shown or clicked, advertisers pay for these clicks and impressions.
How can I create a Google Ads account?
Well, it is quite simple actually. Just go to Google Ads website and create your free account and start creating your campaigns.
We have answered some of your questions about Google Ads. We also have touched upon the simple terms related to Google Ads and gave a brief guide on how to create a campaign on Google Ads. You can always check out our other articles related to digital marketing and SEO.