Google Ads is a Google-developed online advertising platform in which advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads in search engine results like Google Search (Google Search Network) as well as non-search websites, mobile apps, and videos. Services are priced using a pay-per-click (PPC) model.
Google AdWords is a pay-per-click online advertising platform that allows advertisers to place advertisements on Google’s search engine results pages. Businesses pay to have their advertisements appear at the top of the search results page based on the keywords they want to target. Because the platform is based on pay-per-click (PPC) advertising, you only have to pay when a visitor clicks on your ad.
Google AdWords marketplaces function similarly to an auction, with people bidding for clicks. The highest bidder does not have to win. Aside from money, Google considers the quality score to ensure that people who click on advertisements have the best experience possible.
Is Google Ads Effective?
- Google Ads has a nearly 2% click-through rate.
- Every month, display ads generate 180 million impressions.
- Paid ads on Google receive 65% of clicks from users who are ready to buy.
- 43% of customers buy something they saw in a YouTube advertisement.
How do Google Ads work?
Google Ads will show your advertisement to potential leads or customers interested in your product or service. Advertisers bid on search terms or keywords, and the winning bid is displayed at the top of search results pages, YouTube videos, or relevant websites, depending on the type of ad campaign chosen.
Numerous factors influence your ability to create effective and high-performing Google Ads. Let’s go over them in more detail below, along with some Google Ads examples.
AdRank and Quality Score
AdRank determines the placement of your ads, and Quality Score is one of two factors that determine your AdRank, the other being bid amount). Remember that your Quality Score is based on the quality and relevance of your ad, which Google measures by the number of people who click on your ad when it appears, i.e., your CTR. Your CTR is determined by how well your ad matches searcher intent, which is determined in three ways:
- The significance of your keywords
- If your ad copy and CTA deliver, what the searcher expects based on their search, your ad will be successful.
- Your landing page’s user experience
When you first create a Google Ad, you will choose a geographical area where your ad will appear.
If you have a retail outlet, it should be located within a reasonable distance of your physical location. And an e-commerce store and a physical product, you should set your location to the locations where you ship. If you offer a service or product that is available globally, the sky is the limit.
Keyword research is essential for both paid ads and organic searches. Your keywords should be as close to the searcher’s intent as possible. This is due to Google matching your ad with search queries based on the keywords you chose.
Each ad group in your campaign will target a small set of keywords (one to five is ideal), and Google will display your ad based on those selections.
Match Types give you a little more flexibility in your keyword selections; they tell Google whether you want to match a search query exactly or if your ad should be shown to anyone with a semi-related search query. There are four types of matches to choose from:
- Broad match (maximum reach, minimum relevance): Broad match keywords allow you to reach the largest possible audience, allowing you to drive more traffic to your website. It is the default setting that allows you to use any word in your keyword phrase in any order.
- Modified Broad match (slightly lower reach, greater relevance)
This match type gives you more control over the appearance of your search results and increases the relevance of the traffic you attract with PPC ads. It allows you to highlight specific words within a keyword phrase with a “+” sign.
Modified Broad match keyword:
- Phrase match (medium reach, medium relevance)
Phrase match keywords fall somewhere in the middle: they are more focused than broad match keywords but less so than exact match keywords. This does give you more flexibility in terms of attracting visitors to your website. Additional words can be added before or after the key phrase in phrase match keywords, but not in the middle.
Phrase Match will return results for queries that include your keyword phrase in the exact order you specified, but may also include additional words before or after it.
Phrase match keyword: “men’s hats”
Matching searches: black men’s hats buy hats for men
- Exact match (minimum reach, maximum relevance)
Broad keywords are the total opposite of exact match keywords. As the name implies, these keywords are based on exact search queries and terms, right down to the last detail. The search query must exactly match the keyword for the search engine to display your ad. As a result, this is the most challenging type of keyword match to master. However, traffic generated by exact match keywords is more curated and easier to convert for you. Exact Match keeps your keyword phrase in the exact order that you entered it.
Exact match keyword: [men’s shoes]
Shoes for men
Because the possibility of an exact match is low, traffic to your website will be lower than traffic generated by broad or phrase match keywords. You will need to add more keywords to your campaign to increase the volume of traffic. The fact that conversion rates are the highest means that even low traffic can boost your sales.
- Negative Match (usually used to increase the relevance of the website visitors)
A negative match lets you exclude your ad from searches that contain the exact keyword phrase. Additional words may be included in searches, but the ad will not appear unless the keywords are included in the search in the same order.
Google Ads Retargeting
In Google Ads, retargeting (or remarketing) is a method of advertising to users who have previously interacted with you online but have not yet converted. Tracking cookies will follow users around the web and target them with your advertisements. Remarketing is effective because most prospects require multiple exposures to your marketing before becoming a customer.
Types of Google Ads Campaigns
- Search Ad campaigns
Text ads that appear on Google results pages are known as search ads. These text ads appear at the top of Google search results pages. Google search advertising campaigns are typically pay-per-click (PPC), which means you only pay Google when someone clicks on your ad. Because your ad copy is the focal point of these campaigns, take extra care when writing it.
- Display Ad Campaigns
Display network campaigns, also known as Google Display Network (GDN) ads, appear on other websites rather than on search engine results pages. They typically include text and images, which you specify when you create your ad. When you set up your campaign, you will be able to specify which demographics to target within the display network.
- Video Ad Campaigns
Video campaigns, also known as video discovery ads, are short videos that appear before or halfway through a YouTube post. They can help your product or service gain subscribers, traffic, or conversions.
Even though this ad will be seen on YouTube, you must still use Google Ads to create it. You can customize the target audience and begin a 6-15 second video clip using the platform.
- App Ad Campaigns
App campaigns are advertisements that are designed to drive app installs or in-app purchases. They may appear on SERPs, display networks, or YouTube, depending on where Google’s machine learning predicts your ad will yield the greatest benefit.
You will be able to add your ad design and budget when creating this ad. Google will display your ad in locations where the audience is most likely to be interested in your app.
- Shopping Ad Campaigns
Shopping campaigns are used to sell goods or inventory. These ads include product information such as a photo, product title, price, and your company name. These PPC ads appear at the top or bottom of a Google SERP.
To set up a shopping campaign and pull products from your website into the platform, you will need Google Merchant in addition to Ads.
With shopping campaigns, you will be able to specify negative keywords. These are the keywords for which you do not want your ad to appear. You will not, however, be able to choose which keywords to target. Google uses algorithms to determine when to show your shopping ads.
Types of Ad Extensions
- Site link Extensions provide additional links to your site that offer users more enticing reasons to click
- Call Extensions allow you to include your phone number in your ads
- Location Extensions include your address and phone number in your ad so that Google can provide searchers with a map to help them find you.
- Offer Extensions work if you’re running a current promotion.
- App Extensions provide a link to an app download for mobile users.