What is Google Ads?

Google Ads Contextual advertising

Google search engine takes the first place in popularity in Ukraine. It serves 92.7% of all search traffic in our country.

The total number of clickers on Google Ads contextual advertising ads is more than a third of all users of this Internet giant. Therefore, Google AdWords is an effective and reliable marketing tool that you just need to use correctly.

What is Google Ads?

Google AdWords is a service that allows you to place contextual advertising in Google search results or on partner sites in its media network. AdWords has a simple, intuitive interface and provides the user with many tools to create effective advertising campaigns to promote products or services.

Defining what Google AdWords is in simple words is an advertising tool for self-configuring advertising on the Internet, working on the principle of PPC (Pay Per Click).

Google Ads are not actually different from regular Google search results. The only difference is a small word called “Advertising”. You can see such an ad next to organic results in Google search. It can be at the top of the search results or at the very bottom of the page.

Ad example:

Google AdWords example

How does Google AdWords work?

As already mentioned, the principle of operation of Google AdWords is Pay Per Click (pay per click). Thus, the client of the search engine pays for the result – the transition to the site. Ineffective ad views are not paid.

To understand how Google Ads works, imagine the owner of an online women’s clothing store. The first thing to do is to collect relevant (suitable for the topic) keywords, for example, “buy women’s clothing”, “clothes for women in Kyiv”. One of Google’s tools, the Keyword Planner, can help with the choice of keywords.

How Google AdWords works

When a potential customer enters a query into the Google search bar, the system displays ads that are relevant to their query, taking into account the keywords entered in the search bar. Advertisers seeking to showcase their ads on the SERPs are bidding per click.

Assigned bids participate in an auction between advertisers using the same queries. The ad with the highest bid will rank higher.

Important! Google takes into account not only assigned rates. The system considers the quality of the ad and the site itself, the relevance of the page to the key phrase. Therefore, if you want to get a high position in Google search results, it is not enough just to pay more than a competitor – you need to work on the quality of the site and landing page, compose relevant and clickable texts for advertisements.

The Benefits of Google Ads

  1. The ability to show ads only to the most loyal audience or to those who are ready to order right now. Advertising in Google Adwords has flexible targeting – you can set impressions only for the base of loyal customers who have bought before or focus on those who enter queries with a commercial component in the search bar (if the query contains the words “buy”, “order”, “price”, then the user is most likely ready to buy in the near future). This will help the advertiser avoid showing to the wrong audience and unnecessary waste;
  2. You can set impressions for a specific location. With the help of AdWords tools, you can target the nearest radius around your office. This is true, for example, for beauty salons, hairdressers, coffee houses, nail salons, etc. Using this option, you can attract a client base from the nearest offices or residential buildings (since the likelihood that your services will be visited from the other side of the city is not so high). In addition, you can quickly adjust to the intent of the target audience – for example, when a user 500 meters away from you enters “clothes repair” in the search bar and immediately sees an advertisement for your atelier;
  3. Flexible settings. The tool has extensive functionality. Allows you to show text, media (banners), product (product cards in search results with a price and photo), video ads. Each of the types of advertising campaigns can be customized for a specific target audience, choose the time, place of display, etc. Many formats for users with a variety of budgets;
  4. Payment is charged only for the targeted action. Google Ads use the Pay Per Click algorithm, so the advertiser pays only for users who are interested in the offer and go to the site, and not for impressions (as in other types of advertising). You can set limits on a daily or monthly budget and control your costs, which makes such advertising convenient and predictable;
  5. Return on investment can be tracked. The advertising account is also a convenient analytics system. There you can control the number of visits to the site, their cost, the keywords that brought visitors. This is impossible in any kind of offline advertising, because if you placed an advertisement on radio, TV or ordered the distribution of flyers near the metro, it is impossible to track the effectiveness of investments (it is not clear how many people brought each advertising tool and how many of them eventually completed the order).
Сергей Шевченко
Сергей Шевченко
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