Google Ads is a platform for paid advertising that operates under the pay-per-click (PPC) marketing model. The advertiser pays per click or impression (CPM – cost per mille) on an ad.
These ads are a successful technique to attract qualified visitors or clients. In addition, they will make your company visible to people searching for your products and services. As a result, you can improve in-store traffic, increase internet traffic, or increase calls to your business.
With Google Ads, you can distribute strategic advertisements to your target market on desktop and mobile devices. Then, when your target clients use Google Search to look for similar products and services, your company will appear on the search engine results page (SERP).
How does Google Ads work?
Potential clients looking for your product or service can see your ad through Google Ads. Depending on the chosen ad campaign, advertisers bid on search keywords or phrases. The bid winners are displayed at the top of SERP, on relevant websites, or YouTube videos.
Check out the several Google Ads samples:
AdRank and Quality Score
Your ad placement is determined by AdRank. Two factors that affect AdRank are the bid amount and the Quality Score. Quality Score is based on the ad’s caliber and relevancy. Google measures it by how many people click on the ad when it is displayed. Therefore, your ad’s ability to match searcher intent will determine its click-through rates (CTR) performance.
Keywords
Both paid advertisements and organic search benefit from keyword research. Your keywords should reflect the objective of the searchers because Google matches your ad with searches based on the selected keywords.
Use around 1 to 5 keywords since it is ideal for each ad group you designate inside your campaign. Google will display your ad in accordance with those choices.
Location
You select the region where you want your Google Ad to be displayed. If you have a physical store, choose where it is closely located. However, if you operate through an online shop and sell actual products, specify the location where you ship the orders.
The location settings affect how your business is placed. So, for example, even if you have a high AdRank, if you run a yoga studio based in San Francisco, someone searching for a “yoga studio” in New York won’t find you on the search result page. Why? Because Google aims to show users the best relevant results.
Match Type
Match Types provide you with some leeway when selecting your keywords. They inform Google when you want to match a search query precisely or if you prefer your ad to be displayed to all users who enter a semi-related search query.
There are four different match types available:
- Broad Match – uses any word inside your keyword phrase in any sequence.
- Modified Broad Match – allows you to lock in specific terms within a keyword phrase by designating them with a “+” symbol.
- Phrase Match – finds matches for queries that contain your keyword word or phrase in the exact order, even if they have other words before or after.
- Precise Match – keeps your keyword phrase in the exact order it is written.
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