Google Ads: Get To Know It Better

So, you are planning on spending some money on advertising? Best you spend it wisely using the right medium. What if we told you that there are at least over 246 million unique visitors who interact with Google ads over 3.5 billion times a day, with an estimated return on investment of 700%? Sounds too good to be true? This is Google Ads for you.

Google has grown from being the most popular search engine to being the leading paid-for advertising platform (known as pay-per-click). The better your campaign, the more clicks it will have, which in turn increases the probability of a conversion. Ads from the Google platform span several channels, including Google, YouTube and millions of other affiliated websites. Given this expansive audience, chances are you’ve seen (and probably clicked on) a Google ad … and so have your potential customers.

Covered in this article

Why advertise on Google?
Common Errors and How to Avoid Them
Google Terms Everyone Should Know
How Do Google Ads Work?

Why Advertise on Google?

Why choose Google Ads for your advertising needs? With unparalleled reach and integration capabilities, this section explores the compelling reasons to utilise this powerful platform.

The Reach of Google

Google has evolved from being merely a search engine to the leading paid-for advertising platform, known as pay-per-click (PPC). The better your campaign, the more clicks it will garner, thus increasing the likelihood of a conversion. Google Ads span several channels, including Google, YouTube, and millions of affiliated websites.

Competing with Others

Your competitors are likely using Google Ads, possibly even bidding on your branded terms. Thousands of companies utilise Google Ads to promote their businesses, pushing your organic results down the page beneath paid-for ads.

Integrating with Other Strategies

If you're using PPC to advertise your products or services, Google Ads should be an integral part of your paid strategy, along with platforms like Facebook Ads.

Common Errors and How to Avoid Them

Google Ads can be complex, and mistakes can hinder performance. This section outlines common errors and provides strategies to avoid them, ensuring your campaigns thrive.

Broad Keyword Terms

Using overly broad keywords can place your ad in front of the wrong audience, leading to higher impressions but fewer clicks. Regularly review and adjust your keywords for optimal performance.

Irrelevant Ads

Ensure that your headline and copy match the keywords you're bidding on. Utilise Google's Responsive Search Ads feature for A/B testing to find the best-performing ads.

Low-Quality Score

Your Quality Score (QS) determines the rank of your ad. Focus on improving your QS to achieve better placement and lower acquisition costs.

Poor Landing Page

Optimise your landing page for conversions to prevent drop-offs. Ensure a seamless transition from the ad to the website to conversion.

Google Terms Everyone Should Know

Navigating Google Ads requires knowledge of specific terms and metrics. This section will introduce essential terminology that will empower you to manage your campaigns effectively.

AdRank and Bidding

Your AdRank determines your ad placement, and you can select between CPC (cost-per-click), CPM (cost per mille), or CPE (cost per engagement) for bidding.

Campaign Types

Choose between search, display, or video campaigns, each with unique benefits and applications.

Click-Through Rate and Conversion Rate

Understand key metrics like Click-Through Rate (CTR) and Conversion Rate (CVR) to measure the effectiveness of your campaigns.

Display Network and Ad Extensions

Learn about Google's Display Network (GDN) and utilise Ad Extensions to supplement your ad with additional information at no extra cost.

How Do Google Ads Work?

Google Ads is a powerful advertising platform that allows businesses to display their advertisements on Google's search results pages, partner websites, and other areas within the Google Network. Understanding how Google Ads works is essential for marketers aiming to reach a broader audience and drive more traffic to their websites.

Google Ads operates on a pay-per-click (PPC) model, where advertisers bid on keywords relevant to their business. Here's an overview of how the process works:

Keyword Selection and Bidding

Advertisers choose keywords that potential customers might use when searching for products or services similar to what they offer. They then bid on these keywords, specifying how much they are willing to pay for a click on their ad.

Ad Creation and Quality Score

Advertisers create ads that are relevant to the chosen keywords. Google assigns a Quality Score to each ad, considering factors like relevance, landing page experience, and click-through rate (CTR). A higher Quality Score can lead to better ad placements and lower costs.

Ad Auction and Placement

When a user searches for a keyword that has been bid on, Google runs an auction to determine which ads to display and in what order. The auction considers the bid amount and the Quality Score. Winning ads are then displayed on the search results page.

Pay-Per-Click (PPC) Model

Advertisers are charged only when a user clicks on their ad. This model ensures that advertisers pay for actual engagement rather than mere visibility.

Performance Tracking and Optimisation

Google Ads provides robust tracking and analytics tools. Advertisers can monitor the performance of their campaigns, identify areas for improvement, and make data-driven decisions to optimise their advertising efforts.