Google AdWords is a pay-per-click online advertising platform that allows advertisers to place advertisements on Google’s search engine results pages. So How To Work With Google AdWords?
Businesses pay to have their advertisements appear at the top of the search results page based on the keywords they want to target. Because the platform is based on pay-per-click (PPC) advertising, you only have to pay when a visitor clicks on your ad.
The Google AdWords marketplaces function similarly to an auction, with people bidding for clicks. However, the highest bid does not always win.
Aside from money, Google considers the quality score to ensure that people who click on ads have the best experience possible.
Table of Contents
- What Exactly Is Google AdWords?
- What Exactly Are Google Ad Networks?
- What Exactly Is Ad Rank?
- How Do I Use AdWords?
- How Much Does Google AdWords Cost?
What Exactly Is Google AdWords?
Google AdWords is one of the largest online advertising platforms, assisting businesses in reaching customers all over the world and growing their businesses.
Advertisers pay Google to target users based on their keyword search, country, and device type and deliver their ads to users who are interested in their products or services via this pay-per-click network.
Here’s an example of an advertisement:
What Exactly Are Google Ad Networks?
Google AdWords allows businesses to target users across two networks: search and display.
Advertisers bid on relevant keywords on the search network. This allows them to show their ads to users who enter those keywords into Google as part of a search query. Paid search results are typically displayed at the top and bottom of the page and are accompanied by a small ad icon.
The display network, on the other hand, allows advertisers to place banner advertisements on websites that are part of the Google network.
What Exactly Is Ad Rank?
The Google AdWords system is primarily a live auction in which advertisers place a ‘bid’ in the AdWords system in order to secure a specific ad position. Depending on the competition and price bid by other advertisers, the advertiser may obtain the desired position or a lower position.
However, your actual ad position is determined by two factors: your highest bid multiplied by your quality score.
While the maximum bid is the amount you’re willing to pay when viewers click on your ad, the quality score refers to how well an ad is optimized, the quality of the landing page, your expected click-through rate, and the relevance of your ad to searchers.
The higher your ad rank, the higher your ad appears in Google search results.
Google also rewards high-quality ads and well-performing AdWords campaigns with lower per-click costs, higher ad ranking positions, and a higher likelihood of appearing in top placement above organic listings.
How Do I Use AdWords?
Follow the steps below to use Google AdWords:
- Set your account objectives. For example, if you use Google Ads for brand building, your account structure and features will be completely different than if you use ads for lead generation.
- Create audience personas by determining who your ideal customers are, what they do, what they search for, and what devices they use.
- Use keyword tools like SEMrush to discover the cost, competition, and volume for the search terms at each stage of your search.
- Create different ad campaigns and ad groups in your AdWords account, each with relevant keywords and ads.
- After you’ve listed the keywords relevant to your business, you can bid on the keywords to place your ads in the search results. If the competition for the keywords is high, your Cost Per Click (CPC) will be too high to bid on. In this case, it’s better to be more specific and bid on long-tail keywords that are relevant to your business.
- Make the ad copy. Include relevant keywords, an enticing headline, a clear call-to-action, and ad extensions.
- Create a mobile-friendly landing page that emphasizes the benefits and features of the product or service you’re attempting to sell, and includes high-quality images, a form, and a clear call-to-action.
- Install a Google Analytics code on your website to track conversions.
- The key to a successful ad campaign is to optimize and A/B test all of your ad copy and landing pages on a regular basis.
How Much Does Google AdWords Cost?
Google AdWords charges advertisers differently depending on what they advertise.
Because Google AdWords is a pay-per-click advertising program, your ads are displayed for free and you are only charged when someone clicks on your ad in the Google search results.
Furthermore, because the AdWords system is a live auction, click prices are determined by the amount of competition and how much they’re willing to pay for a click.
When used correctly, Google AdWords can drive high-quality traffic to a website at much lower costs than other forms of advertising.
However, if you don’t know how to expertly manage the process, costs can quickly add up while driving potentially low-quality traffic. Understanding the factors that influence how much each click costs you is critical to running a successful AdWords campaign.
- Competition for keywords
- Bid maximum and bid position
- Your typical monthly budgets
- Click-through rates
- Your keywords’ quality score
If you’re targeting high-volume keywords with a lot of monthly searches, you could be paying a lot for that traffic, which can range from a few cents to more than ten dollars per click.
Set a daily budget at the campaign level to manage your AdWords costs. You are free to change this whenever you want. Beginning advertisers should ideally start small and with a low budget. You can decide whether to increase your budget or cancel a campaign based on the insights and lead quality.
Do Google Ads Really Work?
Google Ads can benefit both large and small businesses. When managed properly, it is a low-cost form of advertising that can target qualified, in-market prospects.
- Understanding the intricacies of paid search, bidding strategies, keyword research, account structure, and so on is critical to making Google Ads work for you.
- Determine how much you can spend on each campaign, set a daily budget, and keep track of your spending.
- Conduct keyword research and bid higher on phrases and exact keywords to get more relevant clicks.
- Make sure your ads are relevant and enticing enough for the viewer to click.
- Optimize your landing pages by running A/B tests to test different page variations.
- To strengthen your brand, try remarketing.
If you’re still unsure whether Google AdWords is worth it, start small, adjust based on results, and double down if your campaigns are generating affordable and profitable sales.