If your business is online (as it should be, because nowadays if you’re not online you’re actually nowhere, but let’s not get into that now) you must have heard about Google Ads. If not, now it is the perfect time to get the idea.
After you build an amazing branding strategy, aesthetic website and develop a strong brand identity that represents your values, beliefs and goals, you want people actually to come across your website. Because why bother doing all of that if you’re going to be the only one that sees it?
When someone is searching for something, anything, what is the first place he goes to? Google.
Let’s imagine your business is about interior design. You must aim every time when a user is looking for information somehow related to “interior design”, your website to be the first he sees. So if you want your interior design company to appear to more and more people, you have to make sure you will be on Google’s first page with results.
Only then your customers will grow and you’ll have a wider loyal audience. But this is not an easy task. To be ranked as one of Google’s first search results requires powerful SEO Optimization, a lot of effort and most importantly patience. It’s not happening over a night, believe us.
There is a way of being on that sacred first page though, without waiting and updating your SEO game to its highest level. Here Google AdWords comes into play. But exactly what is AdWords in Google and why do businesses need it?
What is AdWords in Google and how does it work?
First thing first – what is Google? We know you know how to use Google, but do you understand its essence and what it actually is?
Google is well known for its popular search engine (same as Yahoo, Bing, etc. but it must be noted Google Search is the most popular and used one), email service, web browser, and various others online tools.
After establishing we know what Google is, it’s time for Google Ads.
This is a paid online advertising platform offered by Google. Said short, clear and easy. This is an opportunity to advertise your website in Google.
First of all, don’t be confused – both Google Ads and Google AdWords are the same thing. So if you see someone referring to it with one of the expressions, don’t think there is a difference between them.
In the beginning the original name of the service was Google AdWords but after a few years it was rebranded as Google Ads. The essence remained the same: when users are searching for a certain keyword, they get results from their query on a SERP, which means “search engine results page”. Most of the time a part of those results is a paid advertisement that targeted that same keyword, a.k.a Google Ads.
Those advertisements look like organic search results, with the exception of one small text saying “ad” above. Some people don’t even realize they’re looking at an ad and click right away. This is truly beneficial to businesses using the Google Ads service. That is because they receive a huge part of the traffic for search queries.
Of course it is not that easy. As you might suggest you’re not the only one targeting an audience interested in interior design (as the example we gave earlier). So purchasing an ad does not guarantee you a top spot in the search engine.
You’re competing with a bunch of other marketers and to beat them requires understanding and correctly using Google AdWords and its process.
Bid amount + Quality Score = Ad Rank
The first thing you should know before considering a Google AdWords advertisement is that the whole system works under a pay-per-click (PPC) model.
This means you target a specific keyword (like interior design) and bid on it. That way you’re competing with all the other marketers, also targeting the same keyword.
The bid is the maximum you’re willing to pay for the ad, called a “maximum bid”.
Although this doesn’t mean your payment will reach the maximum bid. If you determine your highest bid as 5$, Google can decide it will only cost you 2$ per click and you’ll get the ad placement. If Google Ads determines your PPC for more than 5$ – you’re losing your place.
All marketers can choose whether to bid on pay-per-click (PPC – the payment for one click on you ad), cost-per-mille (CPM – the payment for 1000 ad impressions) or cost-per-engagement (CPE – the payment for a user’s action towards your website – sign up, watch a video, etc.)
A great convenience is that Google AdWords gives you the opportunity to set a maximum daily budget. If you decide to make it 300$, you’ll never spend more than that amount per day. When you reach it, your ad will just stop showing to users. This is a great way to trail your ad campaign budget.
Besides your bid, you also have a Quality Score, which according to Google is estimated on the quality of your ads, keywords, and landing pages. The biggest the quality the lower the prices and better ad positions. Score numbers vary between 1 and 10.
When you put together your bid amount and Quality Score you get your Ad Rank, which means the position of your ad in the search results page.
Google AdWords will calculate your maximum bid + Quality Score + Ad Rank, compare it to the others and decide how much will be the final cost. Everything happens within a few minutes.
When a user comes across the ad and clicks on it, you’ll need to pay a small fee for that click (thus PPC).
Choose a Google Ads type.
After establishing how Google Ads works, it’s time to talk about its types. There are a few different campaign types between which you could pick.
- Search campaign – Those are the ones you’ve seen the most. Search campaign ads appear in the results page when you’re looking for a certain keyword as a text ad above all other organic websites. The ones we’ve mentioned with the symbol “ad” we almost never notice.
- Display campaign – Google’s partners are more than 2 million websites and with a display campaign you will appear among them. Google Ads will put your ad on different websites all over the Internet – third-party websites, ad before YouTube videos, Gmail advertisements, etc. .
That ad type is very flexible – you can choose between appearing as an image, a gif, a text of video.
- Shopping campaign – This advertisement type gives you the opportunity to appear to the users and promote your website with Google Ads in a much more visual way as both image in the result page or image in Google Shopping.
- Video campaign – Those are the advertisements specifically in YouTube. They could appear in the search result pages, before videos (both skippable and unskippable), etc.
- App campaign – As you might suggest, App campaigns happen in different apps. You don’t need to make different designs for the various apps – Google Ads will make that for you and adjust the text and assets for each app.
Why do you need Google Ads for your business?
There are too many reasons and we can cover them all because this article will turn out endless.
Google is actually something so huge it became an expression. Sometimes we don’t say “I’ll search for something” we say “I’ll google it” and it means the same thing.
The first place where almost every person goes when he has a question about any subject is Google.
Another huge plus is that people in Google like ads. Unlike Instagram when ads are unwanted, when we’re scrolling in Google wanting to come across a good ad. On social media we’re uploading photos, watching videos, and communicating with people. We don’t need advertisements there, because we’re not looking for anything.
On the other hand we go to Google when we’re searching for answers – for the best pizza place in town, for a good digital marketing agency, etc. And with Google Ads the right business pops up to people that are looking for them.
When it comes to budget Google AdWords is an amazing option. Any budget is a good budget. Yes, there are keywords with huge cost-per-click but not all of them. And even if you choose a more expensive one, you’re able to monitor and manage your money very easily. You can put a maximum spent daily amount, bid limits, etc. That way, you can be calm that even if you’re not checking your account 1000 times per day. You wouldn’t spend more than what you want to.
The quick result
The quick result must be mentioned too. That is how we started our article. SEO Optimization ranks you high in search result pages, but as we’ve said. This is a little slow process with a lot of research and efforts.
It is necessary to have great SEO Optimization, but if you want to boost your website and increase your audience fast, Google Ads may do it immediately. If you are searching for fast results, don’t hesitate to use Google Ads.
Of course, you need to put a lot of thought when running a Google Ads campaign, too. It’s not something done for a day. Irrelevant ads will cost you money with no results. If your ad doesn’t match the user’s search, you won’t gain click and that’s normal.
If you’re searching for interior design and you come across a website for clothes design, will you check it? No, of course. It’s not relevant to your interests. It’s not important only to be shown to people. It’s important to be shown to the right people.
Also – think about your Google Ads landing page! Let’s say a person really is interested in your website and clicks. What if he sees a sketchy page, which is outdated? The experience after going to your page is as important as making him go there. He must find what he’s looking for. Both content and aesthetics.
Google Ads manager – why you shouldn’t do it by yourself.
Managing a Google Ads campaign is not an easy job so we won’t just tell you – do it on your own. You shouldn’t do it by yourself. There are too many things that might go wrong.
When considering an advertisement in Google Ads you have to think about so many things – how to do it, what exactly should your keywords be, what Google Ads type you should use, how to improve your Quality rank, should you bid more or less, what’s the competition doing.
It’s not simple.
When your electricity goes down you don’t fix it by yourself, because you don’t have the knowledge to do it. You could get an electric shock, totally vitiate everything and at the end it would be both easier and cheaper to have left it in the hands of an expert.
See our point? Why trying to do your Google Ads campaign alone, when you’re not a professional? Yes, you won’t be in danger of electric shock like with your electricity. But things could get really bad for your finances. You’ll probably spend more and have less results.
The marketing world has transformed enormously in the past few years, and Google Ads is actually one of the platforms in charge of this change. Google Ads presents us the opportunity to advertise online with one of the most successful paid methods.
When advertising this way you could reach a huge number of users who are looking for exactly what you’re offering and the chance of them engaging is really big. If you still haven’t experienced the power of Google AdWords you must really consider doing it.
As we have said – with the professional help of Google Ads consultants or a whole digital marketing agency that could help you with your digital strategy in general.
If you have any questions or want to know what are the services we are offering that could put you right on top of the digital marketing world. Don’t hesitate to fill the form at the end of the article.
We are looking forward to hearing from you!