Google Ads is a powerful tool that helps businesses or brands come across high-intent audiences by running ads on Google. While Meta is an interest-based platform means the audience can be selected based on their interest in a particular topic Google is an Intent-driven platform where advertisers can target audiences based on their search and intent while searching.
Google Ads allows advertisers to bid on particular keywords and accordingly based on the user’s search, location, and other demographic factors its audience will be determined and delivery of the ad will depend on one other factor i.e. Ad Auction. It gives you full control over which specific keyword your ad should be triggered and come across the most optimum audience.
As we know if our objective is to come across high intent audience that objective can be accomplished through organic methods also such as Search Engine Optimisation but then why do people prefer Google ads?
Look SEO is a good choice but it is time-consuming. With SEO you don’t pay for ranking on the first page of Google but the timing of ranking is not fixed. So if you are pretty good at SEO and your article or blog has really good value then you can rank on top within a few days or weeks and it can take time up to months also. So eventually you pay opportunity costs for the time you are not ranking. Whereas with Google Ads within a day you can be visible on the first page of search results. But as I said ranking will differ based on Ad auction which we will discuss further.
While searching on Google for any particular keyword you might have seen ads coming on the search result page. Some ads are on 1st part while some ads come after scrolling so have you ever wondered why and how that ad has such placement? Here comes the role of Google Ad Auction. Google Ad Auction is the procedure by which Google decides the ad ranking of any advertiser. To decide on Ad Rank google follow below formula
Ad Rank = Max. CPC Bid x Quality Score
Max. CPC bid means the actual bid you put on a particular keyword but it is not the only factor. The quality score plays a major factor.
If Google only considers CPC bids then many advertisers will add higher budgets to rank on top and promote any products they want. But in that scenario, Google won’t be able to provide value to users and Google keeps user experience as the highest priority so they consider the Quality score as a key factor in Ad Ranking calculation.
Quality score involves three factors such as Expected CTR, Ad Relevance, and Landing Page Experience. These three factors make sure that Ads are ranked based on their quality and not on the cost to protect user experience and users get what they are interested in.
Google Ads provides you an option of Ad types to choose from such as Search Ads, Display Ads, Video Ads, Shopping Ads, and App Ads. All these Ad types act as great tools for advertisers to choose based on their objectives. Google Ads works on the Pay-Per-Click Model so whatever ads you choose you pay when someone clicks on it. With different Ad types, your ad look and appeal will change.
While creating a Search there is an ad format called Responsive search ad. In this ad, you will have to provide different headlines and descriptions. Based on machine learning or algorithms Google Ads will show different variations of your ads to different people based on their chance of converting after looking at a particular ad variant.
Similarly, for Display ads, the type of creative such as banner or sidebar size then will impact your ad visibility and performance.
While creating Ads you get the option to add extensions that act as extra information to the user. There are various ad extension that works differently. Some of them are as below-
1) Sitelink Extension
2) Callout Extension
3) Structured Snippet Extension
4) Call Extension
5) Location Extension
6) App Extension
7) Promotion Extension
This helps the advertiser add extra information and also when a user comes across your ad this will capture major space and help the ad get proper attention from the user.
Running Google Ads is pretty simple you just create an account and start running your ads but the performance and profitability of these ads are a major factor. Your base should be clear such as selecting the proper keyword and your bid on a particular keyword which will impact your performance. You will have to consistently monitor your campaign or Ad performance and optimize if for better profitability. You have to be clear in mind that there will be no evergreen campaign or ad in Google Ads or any other platform so you will have to pause and try new campaign or ad types also.
Google Ads is a powerful tool that enables businesses to reach their target audience and drive results. By understanding the basics of Google Ads and how it works, you can create effective campaigns that drive Traffic, Leads, and Sales. Whether you are a small business looking for visibility or an established brand that wants to generate conversion Google Ads can play a major role and it has always been effective in achieving advertising goals.
I hope this content helps you gain good insights about Google Ads and it’s functionality.
We will cover more aspects of Google Ads in the next Blog so stay connected.
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