What Is Google Ads – An Introduction for Beginners

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If you’ve ever done an online search, and let’s be honest – who hasn’t, you’ve probably wondered what is Google ads. This powerful tool is a gateway to reaching millions of potential customers right when they’re looking for what you offer.

Google Ads is a digital advertising platform by Google where businesses can display ads on search results, YouTube, and other partner sites. Advertisers bid on specific keywords, and when users search for those keywords, the ads can appear, driving targeted traffic to their websites or offerings

What Is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform. Unlike traditional advertising, where you pay for ad space regardless of performance, with PPC you pay only when someone clicks on your ad. This ensures that your advertising budget is spent on leads genuinely interested in your product or service.

So What Is AdWords on Google Then?

AdWords is the previous name of the Google Ads.  It allows businesses and marketers to display ads across Google’s vast network, including its search engine results pages, partner websites, and apps. However, with marketing trends that are constantly changing, it’s quite reasonable to partner with the best SEO agency and effortlessly enjoy all the benefits of Google Ads. 

One guy portrait working from home sitting on the sofa
 In the last year more than 60% of people have taken action on Google Ads

Explore Different Types of Google Ads

Whether you’re a business owner or a social media management agency, understanding the intricacies of these ad types is crucial to maximizing your online visibility. So, let’s explore all of them.  

Search Ads

These operate based on keywords linked to a business that users enter into a search engine. When a user keys in a specific term based on their intent, a relevant search result pops up. These ads show up on Google’s initial page alongside an organically SEO-optimized result. The advertisements on the site come with interactive links and their placement hinges on the keywords for which bids were made.

Display Ads

What are display ads on Google? These manifest as image banners and textual promotions. Google strategically positions these banners on partner websites that align with your offerings. Showcasing these ads across diverse sites, this form of advertising enhances brand recognition

App Ads 

This type of Google Ad is tailored to promote apps across the Google Display Network, YouTube, websites, and the Google Play Store. It offers users the convenience of clicking the ad and directly installing the app without exiting the Play Store.

YouTube Ads

YouTube Ads present promotional content as videos to viewers on YouTube, often appearing at the start or mid-way through the content. Using this advertising method, marketers can tap into fresh audiences and create boosted brand visibility. But, always keep in mind that investing in YouTube SEO too, is always a winning situation.

Shopping Ads

Google Shopping Ads showcase ads with an image and details about the merchandise. When a user searches using specific keywords, Google presents the image, product details, and price, enabling users to instantly proceed with a purchase from the online store.

The presentation often mirrors what’s seen on online marketplaces, as consumers commonly explore similar product categories across various sites to compare costs before finalizing a purchase.

How Does Google Ads Work?

Google Ads operates as a dynamic ecosystem where advertisers compete for visibility based on both the amount they’re willing to pay and the relevance and quality of their ads. And although businesses have an SEO marketing agency to optimize their ad content for maximum visibility, and a website development agency that ensures that the landing pages linked to these ads are functional, responsive, and user-friendly, it’s crucial you understand how these actually work. 

The process begins when an advertiser creates an ad campaign targeting specific keywords, demographics, locations, and other criteria relevant to their business. These ads can appear on Google’s search engine results pages, on partner websites through the Google Display Network, and on other Google platforms like YouTube.

Keyword Planner is a feature within Google Ads for building strong key word lists
Did you know that there’s a feature within Google Ad called Keyword Planner

With the Right Strategy, You’ll Get the Immediate Visibility and Traffic

When you start a Google Ads campaign, your site can appear at the top of search results almost immediately. This strategy is usually the most appealing to new businesses since their websites often struggle to rank.  

There’s usually that one question: how long does it take SEO to get a result? But SEO marketing services take time, that’s why they create organic growth and better results in the long run. On the other hand, Google Ads offers a shortcut to visibility. 

Here Are some lasting benefits of running a Google Ads campaign:

  • Brand awareness – Even after your campaign ends, users might still remember your brand. If they found value in your offering, they could return through direct traffic or organic search.
  • Data collection – Running a campaign provides valuable insights into keywords, ad copy, and landing pages that resonate with your audience. This data can inform other marketing efforts, including SEO and content marketing agency’s strategies.
  • Landing page optimization – If you’ve optimized your landing pages for Google Ads, these improvements can benefit your organic visitors too.

But What Happens When Your Campaign Stops?

When you pause or end a Google Ads campaign, your ads stop showing instantly, halting any traffic from those specific ads. This is where the synergy of PPC and SEO becomes evident. Unlike the immediate cessation of PPC campaigns, organic SEO efforts provide sustained visibility. 

Keep in mind that once you secure a high-ranking position through SEO, your site can consistently attract traffic even without continuous advertising expenditure. This underscores the importance of SEO as a long-term strategy for digital visibility. 

Notepad with words PPC pay-per-click concept and marker
Combine both campaigns for the utmost result

How Much Do Businesses Spend on Google Ads?

Getting people to your website surely will cost something. But when you do it this way, what budget should you prepare? In 2024, the monthly expenditure for Google Ads typically ranges between $100 – $10,000. However, to better understand the whole concept, here are important terms you need to know about:

  • Cost-per-Click (CPC) – CPC in Google Ads is the cost an advertiser pays for a click on their ad.
  • Cost Per Mille (CPM) – CPM refers to the cost per 1,000 ad impressions on a webpage. It indicates how much an advertiser pays for 1,000 views of their ad.
  • Google Display Network – A network of websites, including Google sites like Gmail and YouTube, that displays ads. It reaches a wide audience across the internet, allowing for diverse ad formats.
  • Google Search Network – Covers Google Search and other Google services, plus partner sites, showing ads based on search queries. It targets users’ search intentions, making ads relevant to active searches.

Understanding CPC and CPM and the Costs Across Industries

CPC charges advertisers for clicks on their ads, while CPM is based on ad visibility. The Google Display Network focuses on broad visibility and branding, while the Google Search Network targets specific user queries, offering distinct avenues for reaching potential customers. With these terms in mind, let’s break down the costs you can expect based on industries

Industry Average CPC (Display Network)Average CPC (Search Network)
Dating and Personals$1.49$2.78
Finance and Insurance$0.86$3.44
Consumer Services$0.81$6.40
Real Estate$0.75$2.37
Health and Medical$0.63$2.62

Diversify Your Marketing Efforts 

While Google Ads delivers an immediate result through PPC services, understanding the difference between SEO and PPC becomes paramount for sustained digital growth. SEO, influenced by updates like Google’s E-E-A-T, lays the groundwork for organic search visibility over time.

Meanwhile, effective content marketing and harnessing the power of social media can drive consistent traffic even without active ad campaigns. Thus, even as paid advertisements conclude, having a robust SEO strategy and an engaging social media presence ensures that your online visibility and traffic remain steady, highlighting the importance of a multifaceted digital approach.

Can a Google Ad Boost Your SEO?

Google Ads and SEO operate in distinct spaces within the digital marketing ecosystem. One is related to paid search advertising, while the other pertains to organic search optimization. To set the record straight: directly, Google Ads does not boost SEO rankings. Google’s organic search algorithm does not factor in Ad spend or Ad performance when determining organic rankings.

Combine Immediate and Organic Growth of Your Business 

Google Ads are undeniably powerful for immediate visibility and targeted traffic. However, the “pay-to-play” nature means that their benefits, in terms of traffic, are often most apparent during active campaigns. To build a sustainable digital presence, businesses should combine Google Ads with other digital marketing strategies for the best results.

Alongside this, recognizing the benefits of SEO ensures a holistic approach to online marketing, combining paid strategies with organic growth techniques to drive traffic, increase brand awareness, and achieve desired conversion goals. Let Made Online, a professional SEO agency help you navigate the vast digital realm, from what is google display ads to experiencing the supremacy of organic growth. Contact us and find out more about our services. 

Frequently Asked Questions

What Are Google Ads?

Google Ads, previously known as Google AdWords, is Google’s online advertising platform that allows businesses to place advertisements on Google’s search results pages, the Display Network, YouTube, and other partner sites.

How Does Google Ads Work?

Google Ads operates on an auction system. A professional advertising agency selects keywords they want to target and sets the maximum bid amount they’re willing to pay for a click. The ad’s placement is determined by a combination of the bid amount and the ad’s Quality Score, which considers relevance, click-through rate, and landing page quality.

How Much Does It Cost to Use Google Ads?

Costs can vary widely based on competition, industry, and goals. Advertisers only pay when someone clicks on their ad (pay-per-click). The actual cost-per-click is determined by the bid amounts of other advertisers and the ad’s Quality Score.

What’s the Difference Between Google Ads and SEO?

Google Ads are paid advertisements that appear above organic search results. In contrast, Search Engine Optimization (SEO) refers to techniques marketers use to improve a site’s organic ranking in search engine results. Both are strategies to increase site visibility but involve different approaches and costs.

Can I Target Specific Locations or Audiences With Google Ads?

Yes. Google Ads allows advertisers to target by geographic location, demographics, interests, behaviors, and even specific devices.

What are the different types of Google Ads?

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How Do I Know if My Google Ads Campaign Is Successful?

Google Ads provides detailed metrics, including clicks, impressions, conversion rates, and return on ad spend (ROAS). By setting up conversion tracking, advertisers can measure the effectiveness and ROI of their campaigns.

What Is the Quality Score, and Why Is It Important?

Quality Score is a metric used by Google to rate the quality and relevance of keywords and ads. It considers click-through rate, ad relevance, and landing page experience. A higher Quality Score can lead to lower costs and better ad positions.

Are Google Ads Suitable for Any Business?

While these can benefit a wide range of businesses, the effectiveness depends on factors like industry competition, targeted keywords, ad quality, and budget. It’s essential to research and possibly consult with an expert to determine its suitability for a specific business.

Can I Run a Google Ads Campaign on a Limited Budget?

Yes. Google Ads allows advertisers to set daily budgets, ensuring they only spend what they’re comfortable with. However, a limited budget may not yield a significant result if the competition is high for targeted keywords.

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