Learn about Google Ads, how it works, and why you should advertise on this platform. 

Google is the largest and most widely used search engine, with over 3.5 billion searches every day! If you want your brand to be visible anywhere, then taking advantage of Google’s advertising platform is the best thing to do. 

Here in this post, we will outline 3 things you should know about Google Ads so that you can successfully generate ROI for your brand. 

HubSpot have a done a wonderful job in creating a complete guide to Google Ads, so according to that, we have presented you with the top 3 take away points you should know about Google Ads:

  1. What is Google Ads?
  2. Why should you advertise on Google?
  3. How does Google Ads work?

1. What is Google Ads?

Google Ads (previously known as Google Adwords) is essentially a paid advertising platform on which brands and marketers can promote their products and services to their target audience on Google search engine. 

Google Ads SERP

In the image above, you can see that the top 4 results of the search engine result page (SERP) are paid Google Ads (image source from Hootsuite.com). The results that appear below these are known as the organic (unpaid/natural) search results, which are presented as a result of search engine optimisation (SEO). 

2. Why should you advertise on Google? 

With such a competitive market, businesses are in a race to outcompete brands within their specific industries. This is especially true for SMBs, as driving traffic to your site, gaining leads, increasing ROI and visibility are top priorities to promote your company. Google Ads helps you ultimately build your online presence and generate massive ROI. 

Google Ads is a great way to double down on your investments, and provides you with a boasting return on investment. For example, if done correctly, It can potentially generate thousands of visits to your page and an ROI as much as 330%. 

This means that for every $100 spent on ads, your business would generate $330 back; turning that $100 investment into $430, and thus quadrupling your money!

Another great thing about advertising on Google Ads is that you get to see big picture data on how your ad campaigns are panning out. You will get to see the average number of visits to your site, the number of clicks you receive per day, impressions, and other important stats.

This can prove very useful in seeing whether or not your advertisements are working or generating revenue, and thus helping you make clearer decisions on how to optimise for results. 

3. How does Google Ads work?

So, what exactly is the Google Ads platform? You may have realised that whenever you carry out a particular search on Google, to find a solution to your problem and/or needs for example, you will see targeted and related ads on the site for the search you are interacting with. This is Google Ads at play.

Google Ads works around keywords:

  • You add the most relevant keywords that best suit your business’ offering, and that your customers will most likely search for, and advertise around these key terms. 
  • You then bid on these keywords – each bid is based on how much you are willing to pay for a Google user to click on your ad 
  • Depending on the quality of your ad, Google then assigns a ‘Quality Score’ to your bid 
  • All of this in turn then determines how your Google ad campaign shows up on the SERP

You will then pay a certain cost when viewers click on your advertisement (known as the cost per click, or CPC).

In order to get your ad in the top position on the SERP, you will require a high Quality Score along with a good bid amount. 

Check out WordStream’s infographic to get an overall view of how Google Ads work. 

So, now we have defined and outlined the top 3 points about Google Ads, you can now see that it is a great way to get potential leads to be able to view and visit your site, hence driving traffic and good ROI for your business. Read into HubSpot’s full guide if you’d like to delve a bit deeper into the workings of this platform. 

Although do note, the better your strategy for your Google Ads campaigns, the better your chances of ranking higher on the SERP and overall efficiency of your advertising efforts. Book a one-on-one strategy call with one of our Digital Innovators to help you leverage this advertising platform to drive growth and results for your business today.