Using Google Ads (previously known as Google Adwords) for your business might be the most profitable move you make.

Using Google Ads for your business might be the finest move you ever make.

This is not a hyperbole.

Google is used 3.5 billion times every day by people. Each search provides you with an opportunity to promote your brand in front of more people.

This entails boosting lead generation, conversion rates, and sales.

This is where Google Ads may help.

When customers search for relevant terms, Google Ads allows you to advertise and promote your products and services. It has the ability to boost leads and revenues if done correctly.

Let’s take a look at what Google Ads are, how they function, and how you can get started using them for your business right now.

Google Ads is a Google-owned paid internet advertising network.

Google Adwords was renamed Google Ads in 2018 as the search engine firm redesigned the programme.

The basic principle stays the same: when users search for a term, the results of their query appear on a search engine results page (SERP). A sponsored advertising that targeted that term might be among the results.

This is advantageous to the advertiser because the first page of Google normally receives the vast bulk of search traffic.

Purchasing Google advertising, on the other hand, does not guarantee first place. After all, you’ll almost certainly be competing for the same term through Google Ads with a slew of other businesses.

Let’s look at how Google Ads function in detail to better comprehend those ranks.

Google Ads: How Do They Work?

The pay-per-click (PPC) model is used by Google Ads. That is, marketers target a certain term on Google and place bids on it, competing with other marketers who are also targeting the phrase.

Your bids are “maximum bids,” or the most amount you’re willing to spend for an ad.

If your maximum bid is £4 and Google calculates that your cost per click is £2, you will be given that ad spot! You won’t obtain the ad space if they find it’s more than £4.

Alternatively, you may choose your ad’s maximum daily budget. You’ll never spend more than a certain amount every day on that ad, which can help you figure out how much to invest for your digital ad campaign.

For their bids, marketers have three options:

CPC (Cost Per Click) (CPC). When a person clicks on your ad, you pay a certain amount.

How much per 1000 ad impressions do you pay?

Per-engagement cost (CPE). How much you spend when a person clicks on your ad and does a specified action (signs up for a list, watch a video, etc).
The bid price is then combined with a Quality Score, which is an evaluation of your ad. Google claims that:

“A Quality Score is a measurement of how well your adverts, keywords, and landing pages are. Lower rates and better ad placements can result from higher-quality advertising.”

The score ranges from one to ten, with ten being the best. The greater your score, the higher your ranking and the less time you’ll need to convert.

Your Ad Rank is determined by the combination of your Quality Score and your bid amount. It is the position in which your ad will show in the search results page.

When a person sees the ad and clicks on it, the marketer is charged a tiny fee (thus pay-per-click).

The premise is that the more people that click on a marketer’s ad, the more likely they are to achieve the aims of the campaign (e.g. become a lead, make a purchase).

Let’s look at the many sorts of Google advertisements you may employ for your campaign now that you know how Google ads function.

Google Ads Come in a Variety of Shapes and Sizes

You may choose from a number of different campaign kinds offered by Google:

Campaigns for search, display, and shopping, as well as video and app campaigns

Let’s take a closer look at each campaign kind to discover how it works—and which one you should choose.

Search engine optimization campaign

In the results page for the term, search campaign advertisements display as a text ad.

Here are some examples of search campaign advertising for the term “laptops”:

Laptops is a marketing keyword.

These are the advertisements you’ve probably seen the most. They’re marked with a black “Ad” sign next to the URL on the search results page.

Text-based advertising aren’t the only sort of ad on the Search Network, as you can see. Your adverts can also be displayed in Google Shopping. This leads us to…

Campaign for shopping

You may market your items in a much more visible way with a shopping campaign.

On the search results page, these adverts might display as images:

Results of a shopping campaign’s search

They can also be found on Google Shopping:

Results from a Google Shopping search

If you have a physical product, Google Shopping advertisements can help you generate quality leads by allowing people to see your goods firsthand.

Advertisement campaign

The Display Network makes use of Google’s extensive website partners to display your ad on a variety of websites around the Internet.

And they can occur in a number of various ways. To begin, your ad may display on third-party websites such as:

Third-party websites used in the display campaign

You may also have a video ad appear before YouTube videos as a pre-roll:

Before YouTube videos, advertisements appear as a pre-roll.

You may also advertise your ad on Google’s email network, Gmail:

Gmail ad placement

Finally, you may have your ad display in Google’s app network in third-party apps:

Google’s app network ads

The Display Network’s reach is one of the advantages of utilising it. Google works with over two million websites and reaches more than 90% of all Internet users to guarantee that your ad is seen by as many people as possible.

In terms of style, the advertising themselves are also adaptable. Your advertisement can be in the form of a gif, text, video, or picture.

However, they are not without their drawbacks. Your advertising may display on websites you don’t want them to or in front of videos you don’t want linked with your brand. This has never been more apparent than with YouTube’s multiple “Adpocalypses” throughout the years.

However, if you’re smart about where you place your advertising, the Display Network may be a terrific source of leads.

Campaign with video

Pre-rolls are advertisements that show at the beginning of YouTube videos.

Pre-roll adverts for video campaigns

“Wait, didn’t the Display Network just cover this?”

Yes, we did! However, instead of advertising on the Display Network more widely, Google allows you to choose video advertisements individually.

If you have a terrific video ad concept that you want to try out, this is the way to go.

The video campaign commercials are available in a number of formats. There are video adverts that may be skipped, such as the one above. There are adverts that cannot be skipped, such as this one:

Video advertisements that can’t be skipped

On the search results page for certain terms, there are discovery advertising that you can find:

Page of search results for Discovery Ads

There’s also the overlays and banners you can see up above.

App marketing campaign

App advertising, like video ads, are part of the Display Network and may be used for targeted campaigns.

Display Network for App Campaigns

You don’t have to create each every app ad for this. Instead, they’ll take your words as well as whatever assets you have, such as images, and create the ad for you.

The programme evaluates several asset pairings and favours the one that performs the best.

Let’s look at the costs now that you know what sorts of advertising you can make using Google.

The price of Google advertising

The normal cost-per-click ranges between £1 and £2.

The cost of your Google Ad, on the other hand, is dependent on a variety of criteria. The quality of your website and the amount you’re bidding are two of these considerations.

As a result, the price will vary from ad to ad.

To figure out how much Google advertising will cost your company, you must first comprehend the Ad Auction mechanism.

When a consumer searches for a term you’re targeting, Google enters auction mode and compares your Ad Rank to the Ad Rank of every other advertiser who is targeting that phrase.

Assume again if you think that having a huge ad budget and a large maximum bid value would help you rank better. With a high Quality Score, Google’s Ad Auction and Ad Rank algorithm promotes websites that assist users the most.

As a result, your CPC may be far cheaper than that of a large Fortune 500 firm with a large ad spend simply because your advertisement was of higher quality.