Gain knowledge of PPC terminology, bidding tactics, and optimal techniques for crafting impactful ads, a complete Guide To Google Ads.

 

 

If you’ve stumbled upon this blog post, chances are you’re interested in leveraging the power of Google Ads for your business. And with Google’s vast reach, boasting over 8.5 billion searches per day, it’s highly likely that you and your potential customers have come across and even interacted with a Google ad. Well, consider yourself fortunate because you’re about to discover how to tap into the Google Ads phenomenon for your benefit.

 

This guide provides detailed information on how to begin advertising on Google, including specific features unique to the platform.

 

What is Google Ads?

Google Ads is a highly efficient platform for advertisers to generate targeted traffic and attract potential customers who are actively searching for products and services similar to what your business offers. By utilizing Google Ads, you can significantly enhance your website’s traffic, receive a higher number of inquiries, and even witness an increase in foot traffic to your physical store.

Over time, Google Ads will additionally assist you in analyzing and enhancing those advertisements to expand your reach among a wider audience.

Why advertise with Google Ads?

Google, the search engine with the highest usage, processes billions of searches daily from numerous users. Additionally, Google Ads has a long history of almost two decades, establishing itself as a reputable platform in the realm of paid advertising.

Google, the most popular search engine, handles billions of searches each day from a vast user base. Moreover, Google Ads has been in existence for nearly twenty years, solidifying its position as a trusted platform for paid advertising.

 

Does Google Ads Work?

Indeed, it’s highly effective. By crafting a well-optimized ad campaign and streamlining the lead flow, you can generate a marketing campaign that yields a significant return on investment (ROI).

Google Ads Terms to Know

• Ad Extensions
• AdRank
• Bidding
• Campaign Type
• Click-Through Rate
• Conversion Rate
• Display Network
• Impression
• Keywords
• PPC
• Quality Score

 

1. Ad Extensions

Ad Extensions enable you to enhance your ad by including extra details without any additional charges. These extensions are classified into five categories: Sitelink, Call, Location, Offer, or App.

2. AdRank

Your ad placement is determined by your AdRank. The higher your AdRank, the better your ranking will be, resulting in more visibility for your ad and increasing the likelihood of users clicking on it. AdRank is calculated by multiplying your maximum bid by your Quality Score.

3. Bidding

Google Ads operates on a bidding system, where advertisers like yourself can choose the maximum bid amount that you are willing to pay for each click on your ad. The higher your bid, the more favorable your ad placement will be. There are three bidding options available: CPC, CPM, and CPE.

CPC, also known as cost-per-click, refers to the amount you pay for each click on your ad. CPM, or cost per mille, represents the amount you pay for one thousand ad impressions, meaning when your ad is displayed to a thousand people. CPE, or cost per engagement, signifies the amount you pay when someone takes a predetermined action with your ad.

Rest assured, we will delve into bidding strategies in the following sections.

4. Campaign Type

There are seven campaign types to choose from when starting a paid campaign on Google Ads: search, display, video, shopping, app, smart, or performance max.

Search ads are text-based ads that show up in search results on Google. Display ads are image-based ads that appear on websites within the Google Display Network.

Video ads are short videos that play on YouTube. Shopping campaigns display products on search results and the Google shopping tab. App campaigns use app data to optimize ads across various websites. Smart campaigns utilize Google’s targeting capabilities to maximize your advertising budget.

Performance Max is a new campaign type that allows advertisers to access all Google Ads inventory through a single campaign.

5. Click-Through Rate (CTR)

The click-through rate (CTR) measures the ratio of clicks received on your advertisement to the number of times your ad is displayed. A higher CTR signifies an ad of superior quality that aligns with the user’s search intent and effectively targets relevant keywords.

6. Conversion Rate (CVR)

CVR represents the ratio of form submissions to total visits on your landing page. Essentially, a high CVR indicates that your landing page offers a smooth user experience consistent with the advertisement’s claims.

7. Display Network

Google ads can appear on search results pages or on web pages within Google’s Display Network (GDN). The GDN is a collection of websites that offer advertising space on their web pages for Google Ads. These ads can be either text-based or image-based and are shown alongside content that is related to the keywords you are targeting. The two most widely used options for Display Ads are Google Shopping and app campaigns.

8. Impressions

Each time your advertisement appears on the Search Engine Results Page (SERP), it generates an impression. Some advertisers and marketers colloquially refer to this as the number of “eyeballs” on the ad.

Impressions constitute one part of the Click-Through Rate (CTR) equation we mentioned earlier.

By analyzing impressions, you can gain insights into the number of individuals who view your ad and subsequently click through to your landing page. This information allows you to optimize your ad for a higher CTR.

However, it is important to acknowledge that not all impressions will result in clicks, and achieving a 100% CTR is virtually impossible. Factors such as users clicking off the SERP (zero-click searches), selecting a competitor’s ad, or even choosing an organic search result over your ad can impact the conversion of impressions into clicks.

9. Keywords

When a user enters a query in the Google search field, Google provides a variety of results that match the user’s intention. Keywords are specific words or phrases that correspond to what the user is looking for and will fulfill their query. You choose keywords based on the queries you want your ad to appear alongside. For instance, if a user searches for “how to remove gum from shoes,” they will see results from advertisers who have targeted keywords such as “gum on shoes” and “clean shoes.”

Negative keywords, on the other hand, are a list of terms that you do not want to rank for. Google will exclude you from bidding on these keywords. Typically, these terms are somewhat related to your intended search terms but do not align with what you offer or want to rank for.

10. PPC

Pay-per-click, also known as PPC, is an advertising model in which the advertiser pays for each click on their ad. While PPC is not exclusive to Google Ads, it remains the most popular form of paid advertising. It is crucial to grasp the fundamentals of PPC before initiating your initial Google Ads campaign.

11. Quality Score (QS)

The Quality Score evaluates the effectiveness of your advertisement based on factors such as your click-through rate (CTR), keyword relevance, landing page quality, and previous performance on search engine results pages (SERPs). Your QS plays a crucial role in determining your AdRank.

How does Google Ads work?

Three key players are involved in the Google Ads process: the searcher, the advertiser, and the Google Ads platform. Each of these players plays a crucial role in ensuring the success of Google Ads, allowing advertisers and businesses to generate revenue while customers discover and potentially purchase products and services that cater to their requirements.

The Google Ads process involves three essential participants: the searcher, the advertiser, and the Google Ads platform. Each of these individuals contributes to the effectiveness of Google Ads, enabling businesses to profit and customers to find and potentially purchase products and services that fulfill their needs.

Ready to start your next campaign?

Contact us today to discuss your next Google Ads Campaign.