What Are Google Ads?

Google Ads, also known as pay-per-click (PPC) ads is Google’s form of paid advertising. When you type a search query into Google, you might see ads at the top of the page, clearly marked by the word "Ad". This is just one type of Google ad, part of a broader array of advertising formats designed to meet diverse marketing needs.

Google Ads is an inbound marketing channel that works complementary with SEO as part of Search Engine Marketing (SEM). Essentially, Google Ads match your product or service with potential customers actively searching for what you offer. 

Did you know effective Google Ads can boost brand awareness by up to 80%? Additionally, 65% of users click on paid advertisements before the top-ranking SEO pages. The highest-ranked SEO article has an average click-through rate of 39.8%.

Using PPC Ads comes with several benefits, including improving brand visibility, identifying new leads, driving more traffic to your site and increasing conversions. 

Ultimately, the main reason for using PPC marketing is growth. While PPC may seem straightforward, it requires careful planning, preparation and a lot of learning to make it run smoothly.

In this blog, we’ll explore:

• How Google Ads Work
• Types of Google Ads
• Benefits of Google Ads
• Paid vs Organic
• Best Practices for Google Ads

How Google Ads Work

Google offers a variety of ad types, each tailored to different marketing goals and target audiences.

Search Ads:

These are text-based ads appearing at the top of search results. They are highly effective for driving traffic to your website.

Display Ads:  

Displayed on websites, apps, and videos within Google’s Display Network (GDN), display ads appear in various places on a webpage, typically at the top, bottom, or side of the page. Unlike search ads, display ads are shown based on the user’s interests, making them ideal for broad audience reach.

Shopping Ads:

These ads showcase products directly in search results with an image, price, and store name, appearing when users search for specific products. Shopping ads offer a digital storefront, making it easy for users to see and compare products.

Video Ads:

Appearing on YouTube and other Google video partner sites, video ads can play before, during, or after a video. They allow for storytelling through visuals and audio, making them highly engaging.

Google App Ads:

These ads promote apps across Google's network, helping to get your app in front of the right audience.

Benefits of Google Ads

Targeted Ads:

Depending on your match type, you can reach "warm" leads already looking for your product or service.

Quick Results: 

Unlike SEO, Google Ads can get your business to the top of SERPs almost instantly, driving immediate traffic.

Measurable Results:

PPC provides detailed data, allowing you to optimise your campaigns based on performance metrics.

Return on Investment:

Google Ads can reach a wide range of your target audience, providing a healthy return on investment.

Paid vs Organic

In digital marketing, businesses often compare the benefits of organic SEO and PPC advertising. Both aim to increase visibility and drive traffic, but they do so in different ways, each with unique advantages and challenges.

Similarities: 

Both strategies aim to boost a website’s visibility on search engines like Google. They require strategic planning, keyword research, and content optimisation. 

Ongoing management and analysis are crucial for improving performance and ROI. Both seek to attract high-quality traffic that converts into leads or sales, enhancing your business’s online presence.

Differences:

1. Cost:  

Organic SEO focuses on unpaid efforts to improve a website’s ranking on SERPs, this involves content optimisation, backlink building, and technical SEO. SEO is a huge time investment, it could take months to show results. However, once achieved organic rankings provide sustained traffic without any ongoing direct costs.

PPC advertising involves paying for ad placements at the top of search results or on various platforms within the Google Display Network. Advertisers bid on keywords and pay for each click on their ad. PPC campaigns generate immediate visibility and traffic, ideal for time-sensitive promotions, but the costs can escalate quickly in competitive markets.

2. Placement:  

SEO results appear in the main body of search results and are perceived by users as more credible and trustworthy, having a high-ranking site, shows relevance and authority with Google.

PPC ads appear at the top and bottom of SERPs, labelled as ads. While they achieve high placement, some users prefer to click on organic results. However, PPC ads can be highly targeted, reaching specific demographics and user intents effectively.

3. Timeframe:  

SEO is a long-term strategy, it takes a lot of time to build authority and improve rankings organically. The results are sustainable over time, with high rankings maintained through regular updates and continued SEO efforts.

PPC provides instant visibility and traffic, with ads set up and driving traffic within minutes. This makes PPC ideal for businesses needing immediate results, such as new product launches or time-sensitive offers.

4. Performance Measurement:

Both SEO and PPC allow for detailed performance tracking, but the metrics differ. SEO success is measured by organic traffic growth, keyword rankings, and domain authority. PPC performance is assessed through click-through rates (CTR), conversion rates, and return on ad spend (ROAS).

Best Practices for Google Ads

To maximise the effectiveness of your Google Ads campaigns, follow these best practices to ensure your ads reach the right audience, drive relevant traffic, and yield a high return on investment.

1. Conduct Thorough Keyword Research:

Use tools like Google Keyword Planner to identify high-value keywords relevant to your target audience. Focus on a mix of broad, exact, and long-tail keywords to capture different search intents.

2. Write Compelling Ad Copy:

Create clear, engaging ad copy tailored to your audience’s needs. Highlight unique selling points (USPs), use strong calls-to-action (CTAs), and include relevant keywords. Make sure your headlines are attention-grabbing and descriptions concise but informative.

3. Optimise Landing Pages:

Ensure your landing pages are relevant, fast-loading, and mobile-friendly. Align them with your ad copy to provide a seamless user experience and improve conversion rates. A well-optimised landing page significantly increases the chances of turning clicks into customers.

4. Use Ad Extensions:

Enhance your ads with site links, callouts, and location extensions. These provide additional information and make your ads more engaging and clickable, improving visibility and performance.

5. Monitor and Adjust Campaigns Regularly:

Track key metrics such as click-through rates (CTR), conversion rates, and cost-per-click (CPC). Use this data to make informed adjustments to your bids, keywords, and ad copy. Continuous optimisation helps you stay competitive and improve your ROI.

Conclusion

By sticking to these best practices, you can create effective Google Ads campaigns that drive relevant traffic, increase conversions, and provide a strong return on investment. 

Hopefully, you learnt a little more about Google's paid advertising, if you’re interested in setting up Google Ads for your business, feel free to get in touch. 

We hope this has given you a clearer understanding of Google’s paid advertising tool. If you’re considering setting up Google Ads for your business, don’t hesitate to get in touch. 

Here at Conquer the Internet, we help you take the right steps in making your business grow. Book a free call with our founder Matt, no sales jargon just us trying to help you!