By: Rafa Ticzon|
27 Jul 2021
Google Ads, previously known as Google Adwords, are paid advertisements that appear on the search results page on google.com. It is a pay-per-click (PPC) online advertising platform that allows businesses to display their ads on Google’s search engine results page (SERP).
Advertisers pay to get their websites ranked at the top of the search results page. This is based on keywords businesses target and creatives used. Since the platform runs on a pay-per-click basis, you only have to pay when a visitor clicks your ad.
Google Ads allows businesses to target users on two main networks – the search and the display network.
In the search network, advertisers bid on the relevant keywords. On the other hand, the display network offers advertisers the chance to display their banner ads on websites that are a part of Google network. These networks can be targeted according to your target audience, budget, industry and many other factors.
After knowing the basics, how does Google Ads work? Google Ads takes into account Ad Rank, which we will get to in a bit.
Before that, we must understand that there are three main audiences who use Google Ads: customers (searchers), businesses (advertisers), and Google.
Each of these play an important role in how Google Ads operates.
Ad Rank is used to determine the position of your ad in the SERP, if ever it is qualified enough.
Some of the factors considered when calculating for Ad Rank are your bid amount, the Ad Rank thresholds and the competitiveness of an auction. Your auction-time ad quality, including expected clickthrough rate, ad relevance and landing page also come into play.
In addition, the context of the person’s search, namely their location, device, time of search, and the expected impact of extensions and other ad formats are also considered.
In summary, we can say that Ad Rank is the combination of your Keyword Quality Score and Bid.
Google focuses on your ad’s relevance when calculating for your Ad Rank. That is why at times, lower bids can still win the overall auction. By using highly relevant keywords and gaining a higher quality score, your ad can be placed higher than others.
However, your Ad Rank is still recalculated each time your ad is eligible to appear. Your ad competes in an auction and its position can vary depending on the situation. In a nutshell, a higher Ad Rank score determines if your ad will appear on the top of the SERP or at the bottom of the page.
Now that you’re aware of what Google Ads is and how they work. Let’s now look at five ways your business can benefit from Google Ads:
What sets Google Ads apart from other forms of advertising is intent. With Google Ads, you are capable of targeting a specific group of people – a group who is looking to your business for solutions for instance.
They arrive at your website by typing a set of keywords on a search engine’s page. By being the first result they see, you are able to reach them faster, and set yourself apart from competitors.
Creating ad campaigns takes a lot of time and effort. From the beginning to the end, it requires a lot of attention and resources. This not only causes burnout but also takes time away from other pressing matters.
With Google Ads, you can easily maintain ads and know when to start and stop campaigns. This allows your business to allocate your resources and time to other important tasks, such as optimizing and analysing your campaign performances.
Having a specific budget in mind is important before coming into Google Ads. By doing that, you have full control over how much your company will spend. It is also important to take into consideration the maximum bid to the daily budget of a campaign. Properly planning this out will help your business have a more cost-effective approach.
You can also decide on a budget each month and tweak it based on the performance of your ad. Ideally, if an ad is performing well, you increase the money put into it. At the same time, if your ad starts to underperform, you can allocate your budget elsewhere.
Google Ads make everything easy to understand. With a straightforward format, basic information such as clicks, impressions, keywords budget, etc. are laid out easily for you. By being able to navigate through your data with ease, you can identify key learnings to be optimized for your next campaign.
For a more advanced view, you can look into Google Analytics integration. This shows you exactly how visitors behave on your website — from what they clicked, where they went next, and how much time they spent on your website.
Google Ads is used to drive traffic to your site, but it can also help you build brand awareness. Posting regularly and consistently helps in reinforcing your brand name and reputation. Establishing these is key to gaining customers and their trust.
Through the ads search network, even if people aren’t clicking on your ads, they see your brand and what you stand for. The tone you set and content you release should help your brand’s personality shine through.
With Google Display Network, you can strengthen brand awareness by broadening your ad’s range and reaching more people. Both methods can be an effective way to reinforce your business and, in turn, strengthen your brand.
Google Ads is a great fit for any type of business, whether big or small. When managed correctly, it is an effective and affordable way to target qualified, in-market prospects. It’s best to start small, adjust based on results, and double down if your campaigns are generating affordable and profitable sales.
If you’re still wondering if Google Ads is worth the investment, Verz Design can help you utilise this tool for your business’s growth. With our help, we can equip your company with the knowledge and tools to help your business reap the benefits from Google Ads.
Plan out your marketing strategy with Google Ads through Verz Design today! Call us at 6841 1680 or email us at [email protected] for a free consultation today!