Understanding Google Search Ads: A Powerful Pay-Per-Click Platform
When people think of “Google Ads,” the first thing that typically comes to mind is Google’s Search Ads. These ads represent a high-powered and high-potential pay-per-click (PPC) platform that enables advertisers and brands of all sizes to connect with users based on their search results.
The Dominance of Google Ads
Google Ads is the largest platform for search advertising on the market, offering incredible performance, sometimes even surpassing organic search results. A study found that Google Ads capture 65% of clicks for high-intent keywords, while organic results get only 35%. Moreover, users are four times more likely to click on paid search ads on Google than on any other platform (63% compared to Amazon’s 15%, YouTube’s 9%, and Bing’s 6%). This makes Google Ads a platform that cannot be ignored.
What Are Google’s Search Ads?
Google’s Search Ads operate on a pay-per-click auction system, allowing advertisers to bid for their ads to appear in search results containing specific keywords. When users enter a search query, they see the winning ads at the top of their results, above the organic listings, giving these ads enhanced visibility.
Components of Search Ads:
- Landing Page Link: The URL where users will be directed upon clicking the ad.
- Headlines: Typically consists of two phrases in large blue font.
- Ad Copy: Made up of one or two descriptions.
- Extensions: Optional features such as ratings, additional links, or phone numbers to increase the likelihood of conversions.
High-intent keywords often have three to five ads displayed, with the most relevant ones appearing at the top of the search results. Scrolling down or navigating through multiple search pages will reveal more ads. Bidding on a keyword doesn’t guarantee placement but can result in a share of the impressions.
Why Brands Use Google’s Search Ads
A significant 80% of brands running PPC campaigns focus on Google Ads due to the high conversion rates. Here’s why:
- High-Intent Buyers: Google Ads connect you with buyers actively searching for your products or services. A $2 click could lead to a conversion worth $20, $200, or even more.
- Top Search Results: Google Ads allow brands to appear at the top of search results, even if they don’t rank well organically. This is crucial for competitive and high-intent keywords.
- Competitive Costs: While PPC costs vary, some keywords can cost less than $1 per click. You only pay for clicks, not placements, making it a cost-effective option.
- Control and Accessibility: Google Ads offers control over your budget and bids, making it approachable even for beginners. It’s easy to learn at a basic level, with few barriers to entry.
How Do Google Search Ads Work?
Google Search Ads function on an auction system where advertisers bid on keywords. Competing advertisers bidding on the same keywords become your competition. Keyword research is essential for effective bidding.
Campaign Segmentation
Campaigns should be segmented by targeted keywords to create relevant ad copy likely to drive clicks. Relevant ads and landing pages result in higher quality scores, leading to better placements, more frequent placements, and lower costs.
Keyword Targeting
Brands should target a variety of keywords reflecting their products or services. For example, an electrician might target broad terms like “Denver electrician” and specific services like “install recessed lights” or “rewiring.”
Creating Google Search Ads
You can create Google Search Ads through Google’s self-serve ad platform, which is free to join. The only cost is for clicks on running ads.
Advanced Techniques:
- Extensions: Enhance your ads with additional features.
- Dynamic Keyword Insertion: Automatically make your ad relevant to user queries.
- Automated Rules: Streamline campaign management.
Final Thoughts
Google Search Ads are a major driver of customers, sales, and profits. They allow you to scale your ad campaigns according to your business needs and budget, offering great control over spending. This guide is the beginning of a deep dive into everything you need to know about Google Search Ads, including how the search network works, how to create Search Ads, and more.