This article will explain what Google ads are, how they work, and why you should run your own Google ads.
What is Google Ads?
Ads that appear in search results on google.com through Google Ads or on other websites through Google's Display Network and AdSense program.
Below is an example of a Google search engine results page (SERP). Advertisements appear in bold. In Google's paid ads, there are two sections, one above the natural or organic results and one at the bottom.
A Google Ad on the SERP:
Google Display Network also offers Display Ads. The Google Display Network is a collection of third-party websites that have partnered with Google and agreed to display its advertisements. Google's Display Network ads can be in text, image, video, or rich media formats, and can be targeted in many ways. Examples include remarketing and banner ads.
AdSense advertisements appear in the following places on a website:
Why Do Google Ads Appear?
Keywords are the focus of Google Ads auctions - advertisers choose a list of keywords to target that is relevant to their service offerings, the words that people are most likely to use when searching for their products. Their bids are then based on how much they are willing to pay for a Google user to click on their ads. Combined with a Quality Score assigned by Google based on the quality of your proposed ad, this bid determines which Google ads appear on the SERP. When users click the ads, the advertiser pays a certain cost (the cost per click, or CPC), which is calculated according to the below formula:
The Google Ads Auction
Google Ads works on an auction system, which takes place every time a user performs a keyword search.
To “win” the Google Ads auctions and see your Google advertisement appear for relevant keywords, you’ll need to optimize your Quality Score and bid amount. The higher your Quality Score, in conjunction with your bid amount, the better your ad positioning. The following factors (among others) affect your Quality Score:
· The relevance of your Google ad to the search query
· The relevance of the Google keyword to your ad group
· The relevance of your ad to its landing page
· The historical click-through rate (CTR) of the ad and its ad group
· Overall historical account performance
There are also overall benefits to having a high quality score:
· Lower costs– Google rewards advertisers with high Quality Scores by lowering their cost per click (CPC), helping improve ROI.
· Higher exposure – When you have high Quality Scores, your ads will display more often, in better positions on the SERP—the top vs. the bottom of the page. This allows you to get more clicks and conversions without having to increase your bids.
Check out this infographic to learn more about how Google Ads auctions work.
Cost of Google Ads
Your Google Ads cost depends on a number of factors, such as the competitiveness of your keywords and industry, your geographic location, and the quality of your advertising campaigns.
Google Ads cost $2.32 on average in the US across all industries. Costs for Google Ads are usually much lower in other countries.
Getting a Free Audit of Your Google Ads Account with Google Ads Performance Grader
It's a done deal! Here are the basics of Google Adwords.
Google Ads Performance Grader helps you identify which Google Ads ads and campaigns work best for your business and where to improve them.
Google Ads Performance Grader is one of the most comprehensive free tools available. The Google Ads Performance Grader performs a thorough audit of your Google Ads account in a matter of minutes, highlighting areas for improvement, as well as how your account compares to other accounts in your industry.
