Google is a beast of a platform with about 13 BILLION searches a day! Since 2000, Google has allowed local and large businesses to use its platforms for paid advertisements. These come in eight forms: Performance Max, Shopping, Display, Search, Video, Demand Gen, and Smart Campaigns. With fingers reaching across so many platforms, Google’s reach allows for a direct line from business to consumer. This helps the business reach its target audience and grow, as well as helps the consumer by placing desired products or services in front of them.
To have an understanding of Google, you first need to be familiar with the Google Ads Ecosystem. A primary example of this is knowing the difference between a Search Network and Display Network. The Search Network shows text ads to people actively searching on Google, capturing immediate intent. The Display Network uses visual ads across websites and apps to build brand awareness and reach a broader audience as they browse. Keywords are another factor in Google Ads. Keywords are, “words or phrases that are used to match your ads with the terms people are searching for.” Before beginning your Google ad journey, we suggest having a list of keywords to plug into your ads to help the right audience find you. The next step to a successful presence of Google Ads is knowing how Ad Auctions function. Everybody advertising on Google Ads wants that top spot in the search engine. How do they get there? Bye winning the Ad Auction bid. SimpleTiger breaks down Ad Auctions simply: “An ad auction is a real-time bidding process wherein advertisers compete to have their ads displayed to specific segments of an online audience. Every time a user conducts an online search visits a website, or interacts with an app, they may trigger an event that could display an ad. Instead of purchasing ad space at a fixed price, advertisers bid on specific criteria, and the auction determines whose ad will be displayed based on various factors.” Essentially, advertisers are bidding for presence. Each industry has its bid price average, so be sure to research what that may be to help plan your ad budget. Lastly, be familiar with the Google Quality Score, a simple score Google provides to determine how effective and strong your ad is. Be aware that while it will suggest relevant improvements, it might also encourage increasing an ad spend rate. While this sometimes applies, keep in mind Google is still a business that needs to make money and it will always want you to increase your ad spend.
Do you feel more comfortable with some of the basics of Google Ads? We hope so! Remember, start small and test your ads. Determine what works best and what needs to be improved. Focus on relevant keywords by researching what customers are searching for when they find you. Additionally, keep your ads clear and concise. Do not overrun the consumer with words and images, keep it practical and digestible. If you need additional help with Google Ads, reach out to us at Divine Marketing Group!