Google Ads is an online advertising service that allows you to place ads on the Google search engine results page. Google ads are practically no different from search results. Their only difference is the word "Advertising". These ads typically appear at the top, side, and bottom of the search results page.
Google Ads: How it works
When a user enters a query in the search bar, Google displays relevant ads based on the keywords used in the query. Those advertisers who want their ads to appear on the results page choose keywords and set bids - the price they are willing to pay for a click on their ad. Depending on the competition, the size of the bid and the quality of the ad itself, they occupy different positions in the search results.
Google Ads: advantages
Showing ads to an audience ready to purchase or order a service. You can decide for which keywords your ads will be displayed. Search phrases with transactional links ("buy", "order", "price", etc.) will help show your ad to those who are most likely to order a service or make a purchase.
Display ads in exact location. For this, it is important to indicate the geographical location of your potential customers (country, region or city). You can also specify the city district or the required radius. Compared to targeted advertising, Google Ads allows you to show ads to users with a defined need.
Flexibility in managing advertising campaign settings. The service allows you to quickly change settings (for example, bid strategy) for effective advertising.
Payment is possible after clicking on the ad. Google uses the PPC model, a pay-per-click advertising model. That is, you pay only when an interested user clicks on your ad.
Performance tracking. Advertising cabinet allows you to monitor and analyze important parameters. For example: how many times your ad was viewed, how many clicks, purchases or inquiries were made. By tracking the results of your advertising campaign, you can quickly make the necessary changes to improve its effectiveness.
What affects the delivery of your ad
Google uses an algorithm that determines the display of ads for a specific user of the advertising service. Basically, this is an auction. However, the participant with the highest bid per click does not always win here. The algorithm also takes into account the quality of the ad - how relevant it is to the search query and how likely it is to be clicked. Those ads that have a high bid and quality score rank first among ads in search results. Google uses 3 main parameters to determine the position of the ad in the search results:
Advertising quality indicator. This parameter shows how well the ad matches the keyword. To be shown at the top, an ad must match a keyword query. For those searching for a Samsung cell phone, 99% of the time Google will not show real estate ads.
Bet. This parameter represents the maximum price per click you are willing to pay. By increasing or decreasing it, you can influence the number of impressions of your ad and the return on advertising costs. Often, a high bid allows you to attract more traffic.
Page relevance. The Google system assigns a high score to the ad, after clicking on which the user gets to a page of the site containing information relevant to the ad and the search query. For example: when advertising cars of foreign brands, you should not transfer them to the page with the domestic automobile industry.
The secret of quality advertising
It is not easy to write ads that would be more competent and attractive than those of competitors. It is important to clearly state why you should buy a product or order a service from you. Don't forget the call to action. Here are some nuances that are important to consider when writing an ad:
Clear wording of your offer. A potential customer should immediately understand what you offer and whether you can meet their needs. It is also important to direct the user to a page that matches the ad.
Use keywords in your ads. Use keywords that will show you. Then the system will understand that the ad corresponds to the request of the potential client.
Pay attention to your advertising. It is important to immediately convey to the user how your offer is better than others. Such information will positively affect the results of the advertising campaign.
Promotions. Many people like the process of getting a discount. For example, you can indicate that you have free delivery, a discount on some product in a certain period of time, etc.
Call to action. Prospective customers are more likely to click on your ad if they are prompted to take action. For example: "Order and get a gift!", "Order before May 1 with free delivery!".
Ads extensions. They can contain important information about your company, for example: the address of your store, phone number, the main advantages of your store, other sections of the site that may be of interest to a potential customer. Using extensions will increase the area occupied by your ad, which means that it will become more visible to users. In addition, they do not bear additional costs.
Conclusion
Google Ads is one of the easiest online advertising services. Its main advantage is that advertising is shown to users who are most ready to order a service or product. Search advertising allows you to attract customers already on the 1st day of launch. Despite the fact that it is one of the most expensive, the costs for it will fully justify themselves with the right configuration.
You can order a professional setting of an advertising campaign from us. We at the iWeb agency pay off your investment in advertising. Call us or leave a consultation request and we will call you back!
