Googleads: What are Google Ads and How Do They Work?

What is Google Ads? Google Ads (previously Google AdWords) is Google's paid ad platform. It allows businesses to advertise on Google Search, YouTube, the Display Network, Maps, Gmail and partner websites. A major player in pay-per-click advertising, it provides highly targeted traffic, leads and sales for small, medium and enterprise companies alike.

What Are Google Ads?

How does Google Ads bidding work? It operates on a bidding system. Businesses bid to have their ads displayed for the specific terms that your customers are actually searching for, at the precise moment in time that they're doing so. You can target based on search intent, keywords, audience signals, demographics, location, device, interests and behaviour; and thanks to its pay-per-click nature you'll only pay when people actually click on your ad, which means it's an affordable marketing method compared to traditional media.

How Do Google Ads Work?

Whenever someone searches, Google Ads may hold an auction to decide whether and in what order your ad will appear - all in less than a second. Here are some of the factors that determine whether you show up: How well your keyword matches the search; the amount you're willing to bid; your Quality Score, which considers expected click-through rate, ad relevance, and landing page experience; and the combined figure of Ad Rank. Well-optimised ads can beat larger budgets - that's part of what makes it so competitive and fair.

Why Businesses Use It

• High Intent Targeting – you target folks who are actively looking for what you have to offer and not relying on them finding you themselves.
• Fully Trackable & Measurable Results – results are instant and you'll always know what's working and what's not.
• Scalable – for any budget, big or small.
• Faster Results than SEO alone – you can start to see results in most cases within minutes.
• Extremely granular control on who you're reaching.
• Pay-Per-Click – and click on the ad?
• You only pay when someone clicks, which is a great value for your advertising dollars.

Getting Started

Success here is all about optimisation, and successful ads are never created and set to auto-pilot. When setting one up, you need to get the keywords right for your target audience, create strong ad copy with a clear call to action aligned with that intention, and monitor your campaign performance.

Final Thoughts

This platform shows your business at the exact time that potential customers are searching for your solution. When used correctly, with the right keywords, compelling ads and optimisation, it will significantly increase your traffic, leads and conversions over time.

Do you want some assistance with creating or optimising a campaign? One Hub can do this on your behalf from start to finish. Contact us to discuss your goals and budget.

FAQs

In simple terms, what are Google Ads?

It's Google's advertising platform, letting businesses pay to appear in search results and across other Google platforms.

Is Google Ads free to use?

It doesn't cost anything to set up an account, but you only get charged when a someone clicks your advertisement.

How do Google Ads charge you?

Via pay-per-click or cost-per-1,000-impressions, or cost-per-action - based on the campaign.

Is Google Ads good for small businesses?

Yes, it does indeed enable very targeted advertising where you have complete control over your spend.

Are Google Ads better than Facebook Ads?

Facebook Ads works on audience interest but not active search intent and Google works on active search intent but not audience interest.