A Comprehensive Guide to Google Ads

If you’re thinking about spending some extra cash on online ad campaigns to bring new customers to your table, you better do it the right way.

Numerous factors go into launching a successful ad campaign, and it all starts with where you want your ads being shown in the first place. You would opt for a platform that reaches millions of diverse viewers from every section of the internet each day.

If that description fits what you have in mind, then Google is the best place to start. Google’s ad platform, Google Ads, has become ever-increasingly popular among businesses across all industries.

With approximately 246 million unique visitors from the US and about 5.4 billion search interactions per day, it makes Google the ideal platform to promote your brand on.

If you’re considering placing your ads on Google, here is everything you need to know for a successful campaign.

What is Google Ads?

Google Ads, previously known as Google Adwords, is an online paid advertising platform that operates with pay-per-click (PPC) marketing, where advertisers can bid to display their product listings, brief business advertisements, and service offerings.

Google Ads is basically a product that you can use to promote your business, raise awareness, sell products or services, and increase traffic to your website. Google offers paid advertisements that typically appear on the search results of search engines, mobile games, and non-search websites.

It is an effective way to drive qualified traffic and willing customers to your place of business while they’re in the market for products and services like yours. And though it’s a powerful platform that you can use to increase your website visitors and in-store customers, Google Adwords management can get quite complicated, quite fast.

You might be wondering about the statistics that can truly prove if Google Ads is actually effective at promoting your brand? Here’s what we know:

  • The average Google Ads click-through rate can be anywhere around 2-8%.
  • Display advertisements on Google Ads get about 180 million impressions, which is a count of the total number of times your ad has been shown on someone else’s screen.

How Does Google Ads Work?

In simple terms, Google Ads displays your advertisements to potential leads and people they think might be interested in your specific department. It starts when the advertisers bid on key search terms and keywords, out of which the winners are placed on the top of the search results, relevant websites, or even Youtube videos, depending on the type of campaign chosen.

Google Ads can also be utilized to effectively improve your rank among the local competition. It can encourage customers to trust your brand, which they have learned to recognize over various other competitors.

For instance, if you aim to direct customers in Hong Kong, following good business practices and launching a successful ad campaign should put you on top of Google Ads search results.

Bids are the highest amount you are willing to pay for ad placement. Users can decide the maximum amount of money they want to spend on a day-to-day basis on their ads and build their budget around that. Advertisers have three major options for placing bids:

  • Cost Per Click (CPC) is when you pay a certain amount if a user clicks on your ad.
  • Cost Per Mile (CPM) tells you how much you have to pay each time your ad yields 1000 impressions.
  • In Cost Per Engagement (CPE), you pay a set amount when a user clicks on your ad and follows a specific action, like watching a video or signing up for a service.

Types of Ad Targeting

  • Keyword Targeting: Advertisers utilize specific keywords that represent their brands and the services or products they offer. When a user searches Google using that keyword, the advertiser’s ad is then shown to them.
  • Placement Targeting: Placement targeting is more specific than other types. In it, advertisers provide Google Ads with a list of websites or apps where they want their ads to appear.
  • Demographic Targeting: If your goal is to reach as many interested people and potential customers as possible while improving your performance, demographic targeting is the ideal option. They target particular audiences that the advertiser asks for.

Why Should You Advertise On Google?

Google is the largest and most used search engine worldwide, and people from all over the world use it to ask questions and be met with answers in the shape of paid advertisements and organic results.

Not to mention that the advertising platform Google Ads itself has been around for more than two decades, placing its name among the best and most successful in the area of paid advertising.

So, here are a few reasons why you might consider advertising on google.

Easily Scalable

Often the biggest problems companies face when attempting to upscale their firm to a better, bigger business infrastructure is scalability. Transferring operations from a handful of employees and a bedroom-sized office space to a full-blown company building with hundreds of workers isn’t an easy task, and it’s even more difficult if you don’t have the right help.

In this regard, Google Ads helps advertisers scale up multifold without requiring more effort. Advertisers and large firms annually spend millions of dollars on Google Ads advertising.

Shows Faster Results

If you’ve tried your hand at the other various methods for promoting your website, like SEO, you would know how demanding, high-effort requiring, and slow the entire process is.

Most times, it can take more than a few months for beginners to see any significant increase in sales. This is likely due to the already-established and high competition in search engine results.

On the other hand, Google Ads can work for you in the background and provide quick results while you focus on other long-term SEO and marketing projects. It is ideal for new firms trying to find their place in the vast space of the internet.

Provides More Interested Traffic

While organic traffic earned through a higher ranking of the search engine result page or using leads from social media platforms may be good, it doesn’t beat the conversion rate from paid traffic in most industries.

This is because paid traffic tends to be better targeted and attracts more qualified consumers.

Learn Effective Google Ads Marketing Practices

If you’ve had a previously failed experience with advertising on Google Ads or any other major advertising platform, there may be a few obvious reasons as to why. Let’s look at some common ways to ensure a successful Google Ads advertisement campaign. 

Pick Effective Keywords

Keywords can make or break the success of any online ad campaign, especially one that involves search engines. Even though you’re paying for a higher ranking on the result page, keywords can still be used to describe your business and set it apart from your competitors.

A crucial tip to remember when dealing with keywords: avoid broad keywords at all costs. If your chosen search terms are too general and unfocused, it can put you in front of the wrong audience more often than not.

Optimize Your Ad Landing Page

Making a good first impression is crucial. If a user clicks on your ad, which leads them to your website, but the website is too slow to load or looks outright horrendous, it’s not going to take them long to click off.

Another important thing to look out for is mobile device compatibility. Mobiles phones make up a huge number of the people that see your ads, so if you don’t optimize your site for a user-friendly mobile version, you’ll be missing out.


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