What are Google Ads?

07 Dec, 2021

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Google Ads is a paid advertising program offered by Google. The Ads can be found in two distinct positions on the search result page: On the top (right) and on the bottom, below the organic search results.


The Ads are marked as such, which helps the user know that the answers displayed at the very top of their search results appear in this place due to a Google Ads campaign. Google also offers Display Ads that appear on the Google Display Network.

What is a Google Display Network?
It is a collection of websites that have agreed to partner with Google and therefore display Google Ads when a user accesses the website. Display Networks can appear in the form of text, image, video, or using rich media formats. They can also be targeted directly towards different groups.

Thanks to Google Ads, you can create personalized online ads and reach people at the exact moment they're interested in the products and services that you have to offer.

You can manage your Google Ads account online, which makes managing and checking on your campaign super easy, no matter if you're in the office or on the go 

Another amazing feature of Google Ads is the lack of a minimum spending commitment. If you wanted to, you could set a daily budget of 1€ and start your Ads campaign right away. You can also choose if you want your ads to appear on a national or local level and thus improve the impact of your Ads campaign.

If you want to reach new customers online, then advertising with Google Ads might be right for you.

When you advertise with Google Ads, you’re investing in your business. Make sure you understand how Google Ads works and how this investment can help you grow your business—all within your budget.


Why should you use Google Ads?


Have you ever asked yourself: Why Google? Why should I have my Ads on Google instead of somewhere else?

The answer is simple: Google dominates every aspect of the online world. Google has the biggest user base by far and other search engines (Bing, Yahoo!, etc.) pale in comparison with its enormous influence. In short, everyone uses Google and that means that advertising on Google is going to grant you a big audience. Not only that, the profitability of placing a Google Ads campaign can be massive.

Not convinced yet? Here’s more: Google Ads are so diverse that they can fit every business model. You can advertise on search result pages, on YouTube, or through channels such as Gmail, Google Maps, and more.

Google gives you the keys to advertise your business in more than one way.

Do you want to know the biggest perk of working with Google Ads? It’s almost “work-free”.
While working on your SEO or improving your social media reach requires a lot of work and dedication. Google Ads is able to improve your online visibility instantly. That means an increase in sales is a strong possibility right out the gate. 

How does Google choose what Ads to display?

When you advertise with Google Ads, your ads can appear at different places across the web depending on how you target your ads, to whom you choose to show them, and the types of ads you create.

So how does Google decide which ads to show and which not to show? Simple, first you need to keep in mind that businesses that want to be found via their Ads campaign need to identify which keywords they wish to link to their Ads. The chosen words or phrases (for example a product or service your company provides), once typed in by users posing a question to Google, will trigger the Ad to show up in search results.
After identifying the keywords the business needs to set a daily budget, i.e. decide on how much they are willing to spend daily on their Ads campaign. Also, remember that Google applies a CPC (Cost-per-Click) for each keyword.

What is the CPC? 

The CPC can be defined as a cost that is paid each time someone searches one of the keywords chosen by the business, finds their ads, and clicks on them. The business pays a certain amount for every click and depending on the CPC of the keyword the amount paid varies.

Some keywords have a low CPC due to the fact that they don’t have such a high search volume and therefore are not very competitive, whereas others have a high CPC since they have a high search volume and many competitors are also trying to advertise with the exact same keyword.


What is a Quality Score?

When Google has to choose between your ads and your competitors’ ads, it needs to define which one is more relevant to the user’s online search. 

Among others, the Quality Score is calculated by taking into consideration how relevant the search is to the landing page the user gets redirected to after clicking on the ad and the history of clicks received from the ad.

When you manage to gain a good Quality Score Google will award you more visibility and lower prices for the CPC.

Utilizing this information, Google organizes an Ad Auction to determine which ads to display and which not to omit.

The Ad auction is how Google decides which ads to show and how they're positioned.

How much does it cost to use Google Ads?

The cost varies depending on the keywords you decide to use for your Google Ads campaign. Each keyword will have a unique range of Cost-per-Click (CPC) depending on the competitiveness of the keyword and industry, your geographic location, etc.
The overall cost will be determined by the keywords chosen in your Google Ads campaign and the number of times a user clicks on your ads after searching those keywords.  


How to find the right keywords for your Ads campaign

Having an effective keyword list is crucial to the success of your Search Engine Advertising (SEA) campaigns. Through the targeted selection of keywords, you can influence when and where your online ad is placed. Only by using relevant keywords can you reach the people who are truly interested in your product or service. These are the people most likely to click on your Ad and become your customers. 

Finding the right keywords for your campaign can be challenging but with some basic information, it is very easy to lay the groundwork for a successful first Ads Campaign! As we already learned in the SEO basics, the key to finding the best keywords lies in putting yourself in your customers’ shoes.

Naturally, the place to start digging for information on this topic should be the source itself, namely, Google Ads! Google offers a Google Ads Keyword Planner that provides all sorts of helpful information about potential keywords for your business to use in your Ads Campaign. Using the Keyword Planner, you can get keyword ideas and traffic estimates to quickly create targeted Ads campaigns for the search network.

How to set up a Landing page for your Google Ads campaign

What is a Landing Page? A Landing Page is a single page created to push the visitor to perform a specific action. Buy a product or service, book a table, sign up to a mailing list, etc. They focus on convincing the visitor to perform the action promoted via the Google Ad they previously clicked on. Normally the homepage is not focusing on a precise service you're offering, this is why it's better to focus on a subpage dedicated to this service or product you want to promote.


Why can't I see my Ads online?

There are many reasons why your Ads ad may not be visible to you or may not be displayed for you at all:

Google always tries to maximize your return on investment and decides whether to display your ads based on several factors, including, but not limited to: the user’s location, their keywords, and the daily budget you have chosen. This means that your ads will not necessarily be displayed every time someone enters one of your keywords in the search bar. 

Since you have a limited daily budget for Google Ads and the ads are evenly distributed throughout the day within this budget option, your ads will not be displayed with every search query. So, If your daily budget has already been spent, for example, you can try to do as many searches for your keywords as you want, Google will never show you your Ads.

If you used to see your Ads in the SERP but that it is no longer the case, it might be because Google has decided to stop displaying them for you. Google is able to detect your IP address and might have noticed that you were always searching for the same keywords, but never clicking on the ads. Your behavior might have led the search engine to believe that you were not interested in these ads, which is why they are no longer shown to you.

But don’t worry, your Ads are still being displayed to others and people are clicking on them!

Google Ads with rC

If what you saw so far seems like a lot to you, don’t worry, we are here to simplify the entire process for you.
Our rankingCoach 360 application can help you to set up your Ads campaign with a few clicks. Most of the setup is completed automatically following the information you entered about your business and location. The application only needs you to select your daily budget, your keywords, and consequently, rankingCoach360 will generate more than 50 ads, inspired by the ones your competition is using, and that you can customize and personalize even further. In the following step, rankingCoach360 will allow you to choose between a localized campaign or a national Google Ads campaign and will further allow you to add extensions. So, you can add your business’s phone number and an additional link for a page to which you would like to redirect your visitors.

Your reports will give you information on the Cost-per-Click (CPC) for each of your keywords, as well as list their search volume and the number of organic search results for each keyword.

Once your Ads campaign is live you’ll be able to monitor it in your rankingCoach360 reports. Each month, you’ll be able to check how many clicks and views you received, which keywords brought you the most traffic and how exactly your budget was spent by Google.

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