How Google Ads Work
Updated: Aug 11, 2020
This is an article “How Google Ads Work” by Marc Primo
With over 246 million unique visitors, 3.5 billion daily interactions, and around 700% ROI, Google Ads is one of the best options to spend your money on ads and gain a wider reach. As one of the many great tools of Google that helps marketers and advertisers collect consumer data so you can plan more efficient strategies, what veterans first called Google Adwords has evolved into a premiere marketplace platform that boosts your business in the digital space by huge margins compared to others.
Google Ads helps businesses across industries generate more clicks that lead to conversions via paid campaigns. It’s money well spent, if only for how it revolutionized digital marketing fundamentals and continues to shape the current realm of consumerism. The basic gist of it all is how advertisers pay per click (PPC) or impression (CPM) on the ads they place on the platform, which spans other channels such as YouTube, Blogger, or the Google Display Network.
However, there is more to Google Ads than that. It also allows you to increase online traffic, find the right audiences within your marketing funnel, and gives you the opportunity for more effective moment marketing strategies for better SERP ranking on a periodic basis.
To find out how Google Ads can work for you, here’s a simple guide on its most impressive features.
Search Engine Power
Around 3.5 billion search queries are recorded daily on Google which marketers can absolutely take advantage of. Given the longevity of Google Ads online, the platform has become the top choice for paid advertising and organic search results. On average, advertisers earn $8 for every $1 ad spend on the platform and even if your competitors are also on Google Ads, you can still plan out your marketing content strategies to ensure that you secure top ranking on SERPs. After all, that’s where the magic of digital marketing lies, right? If you are into paid ads and gunning for more PPCs, Google Ads is definitely your best bet in terms of search engine power.
What to consider in Google Ads
If you really want to succeed with Google Ads, you have to familiarize yourself with a few things that can affect your ad’s performance.
Here are some of the top factors you should consider:
Earlier, we mentioned the importance of your content marketing strategy. Using broad keyword terms within your content can definitely affect your search rankings. Most times, advertising on Google Ads needs more testing and tweaking rather than laying everything out on paper all at once.
Everyday, Google’s algorithms are updated and you’re going to have to adjust your strategies regularly to keep up with the flow and the first step is to review your keywords. Selecting broad terms can land you in search results for the wrong audience which boils down to fewer clicks. On the other hand, revisiting your content and finding out which keywords are working for your target markets then concentrating on those to match your ads gives you better SERP results. It’s quite the trial and error process but if you finally crack the right keywords, you’ll soon find your content marketing strategies working for you online.
Some of the best (and free) keyword search tools you can find out there are Soovle, Ubersuggest, Google Keyword Planner, and Competitor Source Code.
Putting the right matches to your target market’s search intent entries justifies your ad spend. By focusing on your headlines and ad copies and making them worth visiting online, progresses your work to highlighting solutions within your content that you’d like to offer your audience. Make sure you address their pain points in your ads and try creating multiple ads for each of your campaigns so it’s easier to find out which ones work best by using Google’s Responsive Search Ads tool.
Your ad’s Quality Score (QS) determines how you will rank on the Google search engine so aim for high numbers for better placements. You can find out your QS by signing in to your account, selecting the relevant campaign or ad group, entering the keywords, clicking on ‘customize columns’ at the top of the ad group table, and ticking on ‘show quality score’. Clicking ‘done’ will then show you each of your keywords’ QS.
While there is so much more to learn about how Google Ads can truly work for you, knowing these basics can give you some insight on how you can improve your site traffic and strategize for higher conversion rates. With Google Ads’s reach and authority, your ad spending can get its best mileage once you finally master all the benefits that the platform offers.