What are Google Ads?
Google ads are advertisements that appear on Google.com when a user searches for a word or phrase on the internet. Based on the keywords searched for, relevant ads are listed at both the top and the bottom of the SERP. Ads appear like the organic results that are listed on the page, but they are differentiated from organic results by a small label before the URL that states the link is an ad.
Multiple ads may be listed on a page for popular keywords, while just one or two ads may appear on a page for less popular keywords. When clicked, the user is sent to the relevant webpage, just as they would be if they clicked on an organic result.
Google AdWords auction
Google AdWords is how ads are purchased for specific keywords and phrases. Advertisers choose a list of keywords that are relevant to their ad, then bid on those keywords. Each bid includes how much they are willing to pay Google when a user clicks on the ad. This is why these types of ads are also referred to as Pay-Per-Click, or PPC ads. The average cost of a Pay-Per-Click ad is between $1.00 and $2.00.
In addition to considering payment, Google also considers the Quality Score that is assigned to the ad based on its relevance and the quality of the advertisement itself. In order to have the highest chance of an ad appearing for a specific keyword, especially if there is a lot of competition for the keyword being used, the quality score of the advertisement should be optimized. That includes considering things like:
- The relevance of the ad to the search queries made by users
- The relevance of the Google keyword to the ad group
- The relevance of the ad and the landing page it corresponds with
- The historical performance of the ad and the account it is associated with
When the quality score of the ad is enhanced, the overall cost of the Google ads will be lower. In addition, ads will be displayed more often, and they will be displayed in more favorable positions on the SERP.
In addition to displaying Google ads on the SERPs, Google also offers Display Ads through the Google Display Network. These advertisements are displayed on third-party websites that offer to display the ads for a fee. These ads are targeted to a specific audience based on their search histories. If a user has visited a website before, they will see ads for that website on other sites they visited, as long as cookies are enabled.
There is more flexibility with Display Ads compared to traditional Google ads that show up on the SERPs. Display Ads can feature text, images, or video. They can appear in the margins of websites, or along the top and bottom banners on the site.
Effectiveness of Google Ads
Both Google ads through the use of AdWords and Display Ads with help of the Google Display Network can be effective ways to market a business.
Google ads through AdWords can result in conversion rates that are two times higher than organic traffic for certain industries. In addition, it is a lot easier than launching search engine optimization strategies that often require time to be most effective. Although they cost money, ads can be placed on the first SERP, when an organic search result for the same website might appear on the second or third page.
Additional reasons to consider Google ads include:
- It’s easy to measure the effectiveness of ads
- It’s flexible and scalable
- Google ads are increasingly taking over the SERPs
Display ads can also be an effective way to advertise. The Display Network reaches over 90 percent of those who use the internet, potentially showing ads on two million sites across the web. When cookies are enabled, it can be a great way to expose users to a brand they’re already interested in over and over again, increasing their chances of making a purchase or providing their contact information.
Tips for creating effective ads
Google ads are very limited when they appear on the SERP. Each word should be chosen carefully with the goal of getting users to click. That might mean providing them with compelling information, or it may mean encouraging them to take advantage of special offers.
One of the benefits of Google AdWords is that it is flexible. If an ad doesn’t seem to be performing, it can be tweaked until it does perform.
There is more flexibility when creating an ad for the Display Network since it can include more than just text. It can be helpful to get some ideas before designing the ad. It’s also a good idea to use images, brand logos, and use special promotions and exclusives in the ad to lure people in.
It is also important to have multiple ad groups, and to create multiple advertisements for each group. It enables ads to use multiple keywords and target multiple audiences, increasing the changes that the ads will be successful.
Measuring Google ads success
It is important to measure the performance of Google ads to ensure they are as successful as they can be. That includes keeping an eye on the quality score, but it also includes identifying specific metrics that relate to each ad to see how they’re performing.
Traffic-based metrics are the easiest way to measure performance on a Google ads campaign. It includes measuring the click-through rate, which is a reflection of how relevant the ad is to keyword searches.
Conversion-based metrics can help determine if Google ads are generating sales or encouraging customers to make first contact. If cost is a concern, calculate the ROI of the ads. A conversion value for products can be integrated with information tracking in an online shop so it sends information straight to Google Analytics.