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Getting Started With Google Ads

When it comes to Google, you may not know any more than searching your deepest, darkest questions for the internet, and that’s okay! From display to video to shopping ad options, utilizing Google for your business can seem complex and daunting for beginners. However, there are nearly 99,000 searches on Google every second, adding up to a crazy 8.5 billion searches per day. Every single one of these searches is an opportunity for your business to be put front and center into the lap of your target audience, so let’s get into the basics of Google Ads. 

What Are Google Ads?

To keep it short, Google Ads is an advertising platform promoted and run by Google. While originally known as Google AdWords, Google rebranded and simplified in 2018. Regardless of the name change, their function remains overall the same. When someone makes a search, Google will check to see if their query includes a keyword that was also included in a paid ad. If they match, the person searching may be served that paid advertisement as a result of their search. Think of it this way: If you searched, ‘Best roofing company’, you may be served a paid advertisement from a roofing company because ‘roofing’ was one of their targeted keywords and it matched your search. 

However, just because you paid for an advertisement from Google doesn’t mean you’ll get the first result. In the case of this example, there are plenty of roofing companies out there competing for your attention with the same keyword. So, let’s dig a little deeper. 

How Do Google Ads Work?

At its core, Google Ads is a pay-per-click platform. Basically, you will pay for your advertisement when someone clicks on it. Different marketers will make bids on a specific keyword, competing with each other for ad placement. Bids made by advertisers in this auction are maximum bids, or the most advertisers are willing to pay for their ad. While this is the norm, advertisers have three main choices for their bids.

  • Cost-per-click: Paying when your ad is clicked on.
  • Cost-per-mille: Paying per 1000 impressions.
  • Cost-per-engagement: Paying when someone performs a certain action (signs up for a newsletter, watches a video, etc.)

Google will then assign a ‘Quality Score’ to your advertisement. Quality depends on their perception of things like your ad and keywords. Higher scores typically mean you spend less and rank higher. Plus, there are different types of ads you can run depending on your goals. Search, display, shopping, video, and app campaigns make up your options. 

For beginners, Google Ads can be complicated, but you’ve taken the first step! When it comes to creating quality ads that rank high and cost less, experience and research is key. If you’re struggling to figure out your Google Ads campaigns, get in touch with AdVentures Media Solutions

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