What are Google Ads and How Do They Work?

When it comes to advertising in the digital market; Google ads are the channel where the most budget is used. According to data released by the statistics portal Statista, Google’s digital advertising revenue increased by 20.15% in 2017, reaching 94.9 billion dollars worldwide.

The most important factor that makes Google ads popular is that 89% of users use Google as their search engine.

What are Google Ads?

Google Ads, also known as Google Ads, is an online advertising platform that allows you to create ads to deliver your products or services to your target audience. This advertising platform works on a pay-per-click (PPC) basis. This means you have to pay every time a visitor or user clicks on your ad.

Marketing professionals trust the Google Ads platform because it allows users to gain more customers by showing them ads where they can find real and comparable information, and in case of advertising in the domestic or foreign market, it allows them to reach their target audience at the right time with segmentation and many more features that can be personalized.

Google Ads, formerly known as AdWords, ensures that your ads rank at the top. As a result of the specified keywords, your ads can also appear on the right or at the bottom of the search engine results page. In order for the ads to appear in this way, the company needs to allocate a budget for this work by planning as title, text and URL. The ads you create can be displayed in the desired country or region. At the same time, you can make your ads more specific by selecting factors such as target audience, age range, gender through this advertising platform or you can easily provide ad impressions according to your target audience.

The Google Ads platform is divided into two categories:

Search Ads: Includes text ads displayed on the search engine results page (SERP).
Display and Video Ads: Display ads are shown on internet applications and numerous websites such as YouTube.

1- Google Search Ads

When a user types the word they are looking for into the Google Search Engine, the first thing they see on the search results page will be PPC Ads. The example below shows Google’s search ads for the search word ‘running shoes’.

The ads and organic search results look almost identical, except for the green box at the top labeled “ads”.

2- Display and Video Ads

Display ads, also known as display ads, are increasing in popularity every day; one of the most important reasons for this is that they are preferred today due to their high cost and high conversion rate. In display ads, the advertising message should be conveyed to the other party with an understandable language and design. Thanks to visuals, it has become one of the most invested advertising models, as it provides more performance-oriented results, and it is thought to awaken brand awareness for the target audience.

One of the other important reasons why it is preferred is that AdWords ads can be measured. However, here it is necessary to pay attention to compliance with Google’s policies, which vary for many countries. For this reason, you can target the audience you choose, the specific websites you prefer, and even the pages that contain the specified words in these ads.

How Google Ads Work

Google Ads essentially means that when a user types a query into a search engine, Google passes that query through the platform’s advertiser pool and decides whether to run an auction. This is how Google works with this auction principle. So if Google includes multiple ads for a keyword that Google decides is relevant to the user’s search query, this auction is automatically triggered. The point to note here is that keyword queries are keyword queries, i.e. for specific keywords such as “running shoes”, “best running shoes” or “sturdiest running shoes”, they can auction on these words for a large number of search queries.

Advertisers bid for keywords, not search queries. Firms decide how much they want to spend and then have the foresight to create keyword phrases that are matched with ads and relevant post-click landing pages.

Conclusion

Google Ads allows you to promote your products or services to your target audience through search and display ads on a tool that ultimately your visitors should use. By selecting the right keywords, creating optimized ads and linking them to custom and relevant post-click landing pages, it ensures that your product or service gets the promotion strategy it deserves.