May 23, 2024

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Basics of Google Ads – What You Should Know

4 min read

Google Ads has always been known as Google Ads. It is one of the fastest and most effective ways to meet objectives like raising sales and amplifying brand awareness. A lot of companies through it have placed ads in Google (especially its search results) and a wide range of other web pages. Let us now understand its basics and modus operandi.

Google Ads – what is it and why do professionals use it?

Google Ads is Google’s software program that helps with online advertising in marketing. It helps marketers advertise their brands, companies, products, and services on Google, especially in its search results. They do so by bidding on keywords.

A majority of the ads appear as banner ads on sites, apps, and videos as part of Google’s Display network. There are many benefits of using it. Ask any marketer from any reputed PPC Agency in Dubai; they’ll gladly explain how good Google Ads is as a digital advertising platform.

The platform is the largest Pay-Per-Click (PPC) advertising network in the world. Meaning, that digital marketers get the best bang for their buck by reaching a wide range of audiences across multiple locations on the planet.

All of you should know that Google processes more than 3.5 billion searches daily. The Google Display Network reaches 90% of internet users on the planet. Here are more proven benefits of Google Ads:

The outcomes are quick

Online marketing tactics like content marketing, search engine optimization (SEO), search engine marketing (SEM), Social media marketing (SMM), and pay-per-click (PPC) marketing are beneficial in many ways. Outcomes do not come quickly by relying on them solely. 

Google Ads helps amplify their efforts and effects. This helps marketers get the needed outcomes in the best possible time frame.

Google Ads is cost-effective and cost-optimized

The correct Google Ads tactics in place can help campaigns be quite cost-effective and cost-optimized. Google search ads are like PPC ads. This indicates that companies only pay when someone clicks on their ads.

The Google Display Network can help marketers choose either a cost-per-click (CPC) or a cost-per-thousand-impressions (CPM) tactic. It indicates that marketers are charged each time 1000 people see their ads. The average return on ad spend (ROAS) for Google ads is like 2 dollars for each 1 dollar spent. The average ROAS for search ads is 800%.

Google Ads top-notch leads

Google ads are a worthwhile way of reaching the target audience. Searching for a term and then clicking on a relevant ad exhibits the audience’s genuine interest in the company and its portfolio. Users also have the tendency to click on ads if they desire to buy something. In short, approximately 65% of high-intent searches result in an ad getting clicked upon.

The platform provides advanced analytics and tools

Google Ads brings in many advantages; among them are advanced analytics and tools. They help in campaign planning, audience targeting as well as tracking outcomes. These tools go beyond the basics of Google Ads to get more out of all marketing campaigns.

The modus operandi of Google Ads

We should first look at Google Search Ads. It is the most popular kind of Google Ads campaign. To place ads on Google Search, marketers bid on keywords the audience searches when searching for relevant information online (products, services, companies, industry, etc.). When setting up their campaigns, marketers choose their budget, bid, and keywords to target.

When users search for a term, Google conducts an auction where advertisers and marketers are bidding on certain keywords. This determines the ads that will appear in search results plus their order of appearance too. Google considers the bid of each advertiser plus the ad’s quality to determine the winners.

Google also takes into consideration the ad’s relevancy to the search along with the following factors:

  • Expected click-through rate (CTR).
  • The experience of the landing page.
  • Many other factors too.

Marketers can check the quality score in the Google ads account to get a better overview. Through the Google Display Network, ads can appear as banner ads on sites on the internet, or as video ads on YouTube, or as ads on the top side of users’ Gmail inboxes.

What else must marketers consider when making a Google Display Network campaign?

When making a Google Display Network campaign, marketers should set their bid and budget, as well as to whom they want to target their ads. Here are some targeting options:

  • Keywords showing ads on websites related to the keywords.
  • Interests.
  • Remarketing shows ads to users based on their interests and previous internet activity.

Tips on using Google ads

Here are some basic steps to follow in using Google ads:

  • Setting an objective.
  • Setting the budget and bidding strategy.
  • Creating ad groups.
  • Making ads.
  • Adding extensions (Sitelink extensions, callouts, structured snippets, and call extensions).
  • Tracking outcomes and fine-tuning the campaigns.

Over to you

It is no doubt a unique platform. Google Ads is a PPC platform that helps with PPC ads but also helps marketers gauge the performance of their online ads and campaigns. Plus it gives their brands a good boost on Google and its products too.

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