Google Adds
Google Ads Every second, billions of searches are going on across Google, and most of the results pages include Google Ads. Google Ads offers a surefire way to drive relevant, qualified traffic to your website precisely when people are searching for the kinds of products or services your business has on offer—businesses fund it.
In this article, you’ll learn what Google ads are, how Google ads work, and why you need to run your own Google ads.
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What are Google Adds Manager?
Google Ads—this is what Google calls its pay-per-click platform, which helps businesses create a presence across all Google properties. The simplest type of Google Ads ad is a search ad, appearing in the search engine results page (SERP) for searches about the products and services of the advertiser. Still, businesses use Google Ads to run display ads, shopping ads, YouTube ads, and many others.
Below is an example of a Google SERP with ads. There are two areas of paid results, one above the non-paid or organic results and one below.
Google display ads
You can also run Display campaigns. These appear on the Google Display Network, which includes a large number of outside, third-party websites that have signed up to serve Google ads. This might be in text, image, video, or rich media format; they are targeted differently, for example, through audiences, remarketing.
Google shopping ads
Google shopping ads are the ones that appear both in the regular SERP and in the shopping tab. These work slightly different from regular search ads because you can’t actually target keywords for the ad. Instead, you would have a granular catalog of products, and Google adds will match them to searches. You can, however, tell Google what keywords you don’t want your ad to appear for.
YouTube ads
Since Google owns it, YouTube advertising occurs via Google Ads. You can set up video, text, or display ads which appear during videos and before videos, but also in other places on the website. YouTube ad targeting works very similarly to display targeting.
Why Google Ads appear on the SERP
Google Adds is first of all based on keywords, the words that people are most likely to use when searching for their product. When advertisers create a Google Ads search campaign, they create an ad with a specific offer and select a list of keywords that are relevant for that particular offer. Therefore, when somebody searches on Google, which is called a query, Google will check if there are any bidders who have relevant keywords to the search made. If there are, then ads will appear on that SERP.
How does Google know which adds to show?
How the Google Adds auction works here
It will first assign a quality score to each keyword, on a scale of 1-10, based on how relevant the query is and other factors. Then, taking into account each keyword, ad rank is assigned by multiplying the quality score with the maximum bid by any advertiser. The ads that are shown are only those with the highest ad rank scores. You’ll want to optimize your Quality Score, along with your bid amount, in order to “win” the Google Ads auction and for your Google adds to appear for relevant keywords. The greater your Quality Score is, combined with your bid amount, the better your ad positioning. Among others, the following elements affect your Quality Score, including:
• Relevance of the Google adds to what the searcher had been searching for
But, generally, some of the factors used to determine quality score include the following:
• Relevance of the ad to its landing page
• Historical click-through rate of the ad and the ad group
• Overall historical performance of the account
• Less cost– Google rewards advertisers with high Quality Scores by lowering their cost per click, thus helping improve ROI.
• Higher exposure – If you have high Quality Scores, your ads will show more often, and in better positions on the SERP—the top vs. the bottom of the page. That helps you get more clicks and conversions for the same budget, without you having to increase your bids.
To see an infographic detailing the inner workings of the Google Adds auction process, click here.
Google Ads, explained
Know exactly what’s working and what’s not with your campaigns, and find where to make improvements to continue getting the most value out of every Google Ads ad and campaign. With WordStream’s Free Google Ads Performance Grader, you can know just this.
The Google Ads Performance Grader is the most comprehensive, free tool for this analysis. In 60 seconds or less, the Google Ads Performance Grader undertakes an important and granular audit of your Google Ads account, pointing out areas where there’s room for improvement but also highlighting the successful areas of your account and how they compare to competitive industry benchmarks.
And you’ve advertised with Google or something like that? The post will walk you through how to set up a Google Ads account, what preparations you need ahead of time, and give you resources to setup your first campaign.
Your Google Ads account will direct searchers who have proven they are in the market for what you are selling to your landing pages. Once they land on your website, it will be your job to convince them further to take the converting action. And, of course, you can only create landing pages that will compel the visitor to act. If your messy landing pages do not contain the right information or do not result in a conversion, you are just wasting money in a black hole that will never pay off, like paid searches.
Go over our landing page best practices to make sure that yours will help make all the money you funnel into your PPC campaigns well spent.