What are Google Ads?

• Google Ads formerly known as AdWords or paid search is a pay-per-click advertising platform where you pay per click (or impression) for advertising your products or services.
• Ads can be in text, video, or image format and run across Google search results, millions of partner websites, and YouTube.
• Did you know that Google Ads is the largest digital ad publisher? It takes up 28.4% of all ad revenue.

Why You Need to Get on Google Ads ASAP!

How Google Ads Work

• You Bid on Keywords

This is how you let Google know which keywords you want your ads to show up for.

• Customer searches for Keywords

The customer searches for a keyword that an advertiser bids on. On the search engine results page, they’ll see products and services that closely align with their search.

• Google shows the ad based on relevance

Google does an ad rank to show the ad to the customer. They use keyword quality scores and the amount advertisers have bid on to determine who gets the top spot and so on.

AD RANK

Ad Rank = Max Bid  x Quality Score 

• The higher your ad ranks, the more prominently your ad is displayed, and vice versa.
• You can bid less than other advertisers but get your ad displayed higher on the SERPs based on the quality of your ad.
• Your quality score is a measure of how relevant your keyword is, the user experience of your landing page, and whether your CTA matches the search.

Quality Score= User experience+Keyword+CTR

Types of Google Ads

Search Ads

They are the most basic, text-based on SERPs, and MUST be part of your campaign. Use them especially if the goal is to attract more people to your website.

Display Ads

Google displays these ads on online publisher websites as part of the Google Display Network. Though they are declining because of the popularity of ad blockers, they are still much in use.

Shopping Ads

These allow you to display your store’s products visually on organic page results. Surprisingly overlooked by most eCommerce store owners. 

Video Ads

These end up in YouTube because it is also a search engine owned by Google. The right keywords can land you in front of a user

App Ads

App ads promote your mobile app across Google app offerings like Google Play Store, Google Display Network, and more. You use them to encourage a target audience to install your app if they already use it. Unlike the rest, you don’t design an app campaign but give Google your app’s information and audience then place a bid. If you win the bid, Google does the rest!

Performance Max Ads

Even though they are more of an overall strategy, use them complementary to your search ads to get maximum value. Best used when you have a custom audience from Facebook or previous campaigns.

For best results use various formats i.e. text, video, and images.