Learning to Use Google Ads

Learning to Use Google Ads

Understanding pay-per-click advertising and how it works with Google Ads

Google processes billions of search queries every day and controls more than 87% of search engine market share. As thousands of companies globally have found to their advantage, advertising on Google therefore provides access to the largest consumer base in the world.

Google Ads, formerly known as Google Adwords, is Google’s proprietary online advertising service that allows you to reach target consumers when they are searching for your products or services, or showing interest in them in some way. It’s the most widely-used online advertising tool worldwide, and is typically used to increase awareness, help sell products and services, and to drive traffic to websites.

By placing paid ads on Google, you can increase your business’ visibility–your ads will pop up alongside Google Search results when people search for the products or services you offer. Paid or sponsored ads appear with an ‘Ad’ label, either on top of or below organic results on Google search engine results pages (SERPs).

There are two ways of advertising on Google–the pay-per-click (PPC) model, and Display ads. Display ads appear on the Google Display Network, a network of more than 2 million third-party websites, videos, and applications that have partnered with Google and agreed to display Google ads.

According to Comscore, Display Network sites reach more than 90% of Internet users worldwide. Although it is a vast audience base, Google Ads’ targeting options help ads appear in relevant contexts, such as to relevant and potential customers like ‘young moms’ or ‘businessmen looking for life insurance.’

The PPC model is the most popular and widely used form of paid search advertising. In PPC advertising, advertisers create ads using words or phrases, called ‘keywords,’ to describe their business offerings and target potential customers. When someone searches for products or services similar to what you offer, your ad might become eligible to appear on the SERP.

A third, less popular method of online advertising is the Cost per thousand impressions (CPM) method in which businesses bid for one thousand views on the Google Display Network.

When using PPC advertising, since there’s likely to be more than one business offering products and services in a given industry (that will all therefore choose similar keywords), they bid on keywords by listing the maximum price they are willing to pay for each click on their ad. This is known as a cost-per-click (CPC) bid. You can either manually enter your CPC bid or choose automatic bidding, in which Google sets the bid price for the optimum results within your ad budget.

For each search query, Google Ads performs an auction and determines ads that qualify to appear on the SERP based on the strength of the keyword-matching. Through the auction, Google determines which ads will appear on a SERP, the ad’s positioning (the order in which the ads appear), and the cost.

Ad position is determined by a formula called Ad Rank. According to Google, Ad Rank attaches a quality score to your ad based on the information filled in during the auction (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search (for example, the person’s location, device, or time of search), and the expected impact of extensions and other ad formats.

Ad ranks are recalculated for each auction and can fluctuate depending on competition, ad quality, and the context of the search.

For startups with limited market visibility and advertising budgets, Google Ads is an effective and affordable tool to raise brand awareness, reach potential customers and measure the efficacy of ads.

SHARE THIS STORY

Share on facebook
Share on twitter
Share on linkedin
Share on email

RELATED POSTS

3 Innovations for a Cleaner Environment You Never Heard Of

3 Innovations for a Cleaner Environment You Never Heard Of

Innovation in clean energy, sustainable infrastructure and eco-friendly solutions to environmental hazards are the need of the hour. The burden on the world’s natural recourses is immense, and it is high time we focus on renewability and diversification. While we are only scratching the tip of the iceberg, here are three innovations working to create an environment-friendly future.

How Can Entrepreneurs Overcome Loneliness?

How Can Entrepreneurs Overcome Loneliness?

Starting your own business is a project that will take over most of your life. You are straying away from the typical 9-5 jobs that your friends and family may have. The sheer effort you have to make to get a business up and running will leave you feeling lonely. While it might seem almost expected to feel lonely during your startup journey, loneliness is a slippery slope to several health conditions.

8 Techniques to Get Readers Rolling Right into Your Content

8 Techniques to Get Readers Rolling Right into Your Content

We’ve all been there. We’ve spent hours crafting the perfect blog post, article or white paper, but no one is reading it. Why? It could be for a million reasons, but often it’s because we’re not doing enough to get people to come to our content. In this article, we’ll learn about the eight techniques that will help you draw in readers and get your content read!

Amazon vs Flipkart Who Will Win Festival Sale War in India

Amazon vs. Flipkart: Who Will Win the Big Festival Sale War in India?

Amazon India and Flipkart, the two biggest ecommerce giants in India, have always been in a neck-to-neck competition for supremacy in the country. There is no better occasion to showcase their strength and take advantage of people’s shopping mood than during the Indian festive season, which begins in late September featuring various festivals, like Durga Pooja, Dussehra and Diwali.

Reviewing Top AI Boyfriends on Google Play Store

Anima vs. Replika: Reviewing Top AI Boyfriends on Google Play Store

Finding your perfect match can be a long and tedious process. You can go on date after date and still have a long way to go before you find your soulmate. In the meantime, you can curb your loneliness by speaking to an artificial intelligence (AI) chatbot.There are dozens of AI chatbots on the market today that give you the experience of having someone to vent your issues to and discuss your daily lives with.