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Help! How Does Google Ads Work? – Google Ads Basics

By January 3, 2017 September 7th, 2018 Digital Advertising, Digital Marketing

Google Ads doesn’t make it onto most people’s favorite topics list. Most of the resources are jargony, confusing, and complicated. So let’s get down to brass tacks with these Google Ads basics.

Help! How Does Google Ads Work?

What is Google Ads?

Google Ads is Google’s advertising system.

Why do people use Google Ads?

You (the advertiser) bid on keywords. For the bids you win, clickable ads appear in the sidebar of Google users’ search results pages to encourage people to click on your site.

Does Google Ads work?

It depends on what keywords you bid for, and how relevant they are to what you offer. For the most part, it works well, just choose better rather than more when it comes to your keywords. And make sure the ad content encourages clicks.

How much is this going to cost me?

Costs vary by campaign, but Google Ads is pay-per-click, meaning you pay Google a small amount every time someone clicks on your ad.

Make sure you’re using these Google Ads extensions on all of your campaigns.

How do I start using Google Ads?

Open and set up a Google Ads account. You can do it yourself, or hire a marketing team to help. It’s important to know that Google Ads is not a “set it and forget it” situation. It takes time, attention, and skill (not to mention patience) to make Google Ads work for you over time.

What’s this bidding thing about?

The position of your ad on Google Search Engine Results Pages (SERPs) is determined using the formula Maximum Bid X Quality Score, with the highest ranking ad being placed in the first position (top of the first page). Don’t worry, there are billions of auctions each month, so you have many chances to fine-tune your bidding strategy (Remember: quality over quantity is always a good rule to follow).

How does an auction work?

Ad positions and cost-per-click (CPC) rates for the advertiser are determined with search queries, and how relevant the campaign are to those queries. You can enter an auction whenever your Google Ads are relevant to those search queries. Once you’ve determined your keywords, Google will automatically enter you in the auctions its algorithm deems most relevant.

What will my CPC be?

Your CPC rates will vary. They are determined by your Quality Scores, your maximum bids, and how competitive your keywords are.

What’s a Quality Score?

Quality Score is a calculation Google uses to determine the relevance of your ad to what people are searching for. Keywords with a high-quality score will get more people to your site, and save you money along the way

What are Keywords?

The words and phrases advertisers bid on. Examples include “Prada handbags” and “men’s boat shoes”. We suggest doing some keyword research to see what works and what doesn’t before you start bidding in auctions.

You don’t have to be overwhelmed when it comes to Google Ads. Just remember these Google Ads basics, and think like your customers, and you’re on your way to many successful campaigns. Did we miss an important question you have about Google Ads basics? Reach out and let us know!

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