Google performs
63,000 searches every second, and most search results pages include Google ads . Google ads,
which are paid for by businesses, are an incredibly effective way to drive
relevant, qualified traffic to your website exactly when people are searching
for the products or services your business offers.
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.
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