As a digital marketer in today’s world, Google Ads is an essential tool to have in your arsenal no matter what the niche. Google Ads is Google's online advertising platform.
Using Google Ads, you can create digital ads for your business to reach the people you want to target - your ads will appear in front of suitable people when they’re looking for a brand like yours.
As so many of us use Google daily for our search queries and everything else, Google has a load of information that they can target us with for particular ads. Through Google Ads, you can bring even more traffic to your website.
How Google Ads Work
Since the whole process takes place online, you can create and change your ad campaigns as you wish. Also, there’s no minimum spending limit, and you can control how much money you choose to invest in ads according to your budget
You can even choose exactly where your ad appears and then also track various metrics that allow you to see the impact of your marketing campaign.
Now, advertisers who use Google Ads can target users across two primary networks: the Search Network and the Display Network.
The Search Network is all about pay-per-click advertisements, in which advertisers can bid on keywords that are relevant to their brand and then have their ads displayed to users who may search for those terms.
We’ll talk more about keywords in a moment. But the other kind of network Google Ads uses is the Display Network. This offers digital marketers the opportunity to display visual banner-style ads on different sites that are part of the network.
The Google Display Network reaches nearly 90% of global internet users! It’s a huge potential audience that can be targeted through ads.
The Google Ads Auction & Keyword Use
The way Google Ads is designed depends on an “auction system,” which happens every time a person opens the Google search engine and types in a specific query or a keyword.
To “win” the Google Ads auctions and see your advertisement displayed at the top in the search results, you’d need to optimize your Quality Score and bid.
The higher your Quality Score is combined with your bid amount, the more likely your ad is to get top position.
Among many factors, here are a few that may affect your Quality Score:
How relevant your Google Ad is to what a user has searched
How relevant a Google keyword is to your ad group
How relevant your ad is to the landing page it links to
Past click-through rates (CTR) of your ad and its ad group
How well your account has performed in the past
So, as you can see, it can be a bit of a challenge to get your Google Ad to make a real impact and appear high in users’ search results. But once it happens, it can drive incredible traffic to your site and bring sales to your business, making your marketing campaigns more successful.
How to Optimize Your Ad Account
Once you’ve set up your account, the next logical step is to optimize it so your ad groups can gain real-time success in the digital world. One of the best ways to do this is to structure your account properly.
There are many ways you may structure a Google Ads account; it all depends on your business needs. For example, you can structure your Google Ads account according to the structure of your website, by the various kinds of products or services you may be advertising, or by geographic location (in case your business operates in more than one individual market).
The ideal Google Ads account should be structured into individual ad campaigns, each with its separate ad groups. In turn, each ad group should also have its unique ad text, specific keywords, and different landing pages.
And if you can ensure that your Google Ads account has a proper structure, it will benefit you in several ways:
Higher site traffic and clicks from the right audience (who can later convert into customers)
Helps make it easier for you to optimize and manage your account
So, Google Ads can be a great platform to create, manage, and position your ads in digital spaces such as websites, blog posts, and social media apps. If you own a business, it’s a crucial tool for attracting many new customers in a short period of time.