What are Google Ads?
Google Ads is a paid advertising platform provided by the world’s biggest and most successful search engine. It is a pay-per-click marketing channel where you pay for the clicks you get on your advertisements placed on the Google SERP instance, every time someone puts in a keyword to get the results. Google Ads is an efficient way to drive quality traffic to your website and improve your reach to potential customers who are looking for products and services similar to yours on the search engine.
It lets you monitor how your ad campaign is performing by using a dashboard. You can check every minute’s progress, including the reach of your ad, total impressions, number of clicks, cost per click from the moment you publish your ad. You can also make changes to your ad banner and text even if your advertisement is live at a given moment.
You can run multiple ads at a time and set the spending budget for each. If you are not happy with the performance, Google allows you to pause or stop the campaign then and there.
How to Use Google Ads?
If you have tried earlier and failed, it’s okay; Ultranet will help you to figure out what might not have worked for you as there could be many reasons.
First, let’s see the terminology associated with Google ads and understand each of them and their roles when you optimize your Ad campaign.
- Keyword: is a term or expression that users type in a search engine when searching. You optimize your ads for these keywords and want to be as precise as you can so that every time they type in your chosen keyword, your ads show up.
For example, if a user is looking for a solution and types “best toothbrush to fight cavity,” he/she will get the results from advertisers that targeted the keyword “best toothbrush” and “toothbrush to fight cavity.”
- CTR: Click-Through Rate is the rate of clicks on your advertisement.
It is obtained by dividing the total clicks by total impressions. The click is the number of clicks on your advertisement, and ‘impression’ is the number of times an ad is shown to the user.
It helps you to understand whether your Ad is working or not.
- Bidding: It is nothing but the amount of money you are willing to pay to Google for every click it brings to your ads. You can set any amount as per your budget, but remember, the bidding amount varies.
Suppose you have targeted better keywords and provided quality landing pages with your advertisements compared to other bidders, you may end up paying less than what you have decided to pay. You can choose either of the three options –
CPC is the cost per click when you pay for each click your ad gets.
CPM is the cost per mile when you pay for a thousand impressions on your ad, and not for the clicks.
CPE is the cost per engagement where you pay for a predetermined action associated with the ad.
If you think why Google charged less than what you had bid, then the answer is that if other bidders are bidding less for the same keywords as yours and if your Ad produces a good quality score, Google will optimize bids and impressions.
- Quality score: It is a metric that depends upon the click-through rate, the user experience of the landing page, and the relevancy between your advertisement and website. The quality score of your ad ultimately determines your ad rank on the SERP.
This is the crucial reason your ad copy and landing page must be cohesive and relevant to each other. You provide quality in your advertisement because Google cares about its audience and their experience, too, just like you do.
Hence, it does not matter how much you are bidding or how the much bigger brand you are; what matters is your content and advertisement quality. Thus, Google ads allow every business out there to compete with the giants in every industry.
- Ad-Rank: Ad-rank determines your place in the competition; the higher your ad-rank, the better chances of ranking higher on the SERP.
It is determined by multiplying the maximum bid by your quality score.
A higher ranking is inclined to get you more impressions and clicks, hence more conversions.
- Conversions: Conversion is nothing but the action made by the user that you wanted as a result of clicking on your advertisement, for example, app installation, subscribe to your channel, product purchase, etc.,
Having a higher conversion rate also implies that your Ad is very relevant to your website or landing page and delivers what is promised in the ad.