What are Google Ads and do they work?
Chrome, the Google web browser, is currently the primary browser for more than 2.65 billion internet users. As a result, there is no better platform for increasing the exposure of your ads than Google. Furthermore, when people have questions, the first stop to find answers is Google.
Google Ads, formerly Google Adwords, is a paid online advertising platform provided by Google. When users search a keyword, their query results are displayed on a search engine results page (SERP). Among the results could be a paid advertisement that targeted that keyword. This paid advertisement is noticeably differentiated with a green “Ad” label, and those without are organic search results.
Google Ads is a Pay-Per-Click (PPC) platform, so businesses only pay when a visitor clicks on their ad. Marketers use Google to target a specific keyword and place bids on it to compete with others targeting the same phrase. It works similarly to an auction where individuals bid for clicks. Bidding allows businesses to pay to have their advertising appear at the top of the search results page.
There are three bidding options:
- Cost-Per-Click (CPC) – the amount businesses pay when a user clicks on their ad
- Cost-Per-Mile (CPM) – the amount businesses pay per 1000 ads impressions
- Cost-Per-Engagement (CPE) – the amount businesses pay when a user does a particular action on their ad
Google Ads also considers evaluating ads, known as the quality score, by combining it with the bid amount. The quality score, which ranges from 1 to 10, is an estimate of the quality of the advertisements, keywords, and landing sites. The higher the quality score will result in a higher ranking of your ads. Additionally, better quality ads also lower the price of the keyword that you are bidding on. Google Ad Rank, where an ad will be displayed on the search results page, is also determined by the quality score and number of businesses who bid for the keyword. When a person sees an ad and clicks on it, the marketer is charged a small fee, hence the name “Pay-Per-Click (PPC).”
So, you may wonder then, does Google Ads work? Google Ads is an all-rounded and remarkable tool for building brand awareness, highly valued among marketers. The most significant benefit is that Google Ads shows up at the top of the search results page before their organic searches, highly prominent for all users. Moreover, Google Ads allows you to take charge of your targeted options – from a particular search term to interest categories, demographic targeting, and even contextual targeting. Choosing the right keywords, bidding the right amount, and creating a suitable, premium ad allows you to reach potential customers. In addition, Google ads reach out to these customers at the right time when they are looking for your product or service, as opposed to other marketing strategies such as social media ads, which appear when you are not looking for such ads.
Furthermore, Google ads not only allows you to target specific potential individuals, but they also can help you to deliver a strong return on investments (ROI) for your business. As a result, your company’s leads and sales will improve. So, to return to the original question, do Google Ads work? The answer is yes.