What is Google Ads and What Does It Do?
Google is by far the leading search engine around the world, holding onto more than 90% of the market share of search engines.
It is used by more than a billion people around the world and it is used daily. So, with so many opportunities to reach people it makes so much sense to advertise on this platform. It has the power to transform your business: to reach hundreds, thousands, millions of people; and direct your customers to exactly where you want them to go.
That’s where Google Ads comes in. But it requires a bit of savvy management. You can see some great return on investments if you do it well. However, you could be throwing thousands down the drain with no benefit if it’s not done correctly!
What is Google Ads?
In a nutshell, Google Ads is an advertising service that generates ads in Google’s search engine.
When you search for a specific term, for example, ‘trailer repairs’, a list of results will come up for the term. The results are often a mix of “organic” results, and “paid” results. If you look at the results on the top and bottom of the page, you may notice that they are usually the paid ads.
Essentially, Google is matching a user’s search query to a specific keyword that you’ve nominated in your Google Ads account. You link Ads to those keywords to be displayed when a user searches for them. If all goes well, your Ad appears above or below the organic Google search results. Of course, where it’s placed on the page depends on a few things…
The Ads Auction
Those keywords that you want your ads to show for aren’t free, unfortunately! You can choose how much you want to “bid” on each keyword in what’s known as the “auction”. Google will take your maximum bid amount into consideration when pitting your keywords against other competitors. Many businesses will be competing to use the same keywords and will be trying to get to the top of the first page of results. In addition to the amount that you’ve set as your maximum bid, other factors will determine your ads position in the search results. When you get a winning combination, Google will choose one of your keywords that it deems most relevant to the search result, and show an ad that you’ve associated with those keywords.
Google Ads is by far the most popular paid search platform used by PPC professionals. However, there are a number of secondary and lesser known platforms that are available as well. SEM can be an incredibly powerful tool for businesses. There’s a common misconception that you have to be working with a large budget in order to see results – but it simply isn’t true! With the correct targeting, bids, and advertisements, you can ensure that you put yourself in front of potential customers when they’re looking for you.
Written by Oliver Clark