Businesses simply need to open a Google Ads account, create their campaigns, and begin advertising to their target audience.<\/p>\n
Where do Google Ads Appear?<\/h2>\n
Google offers a variety of ad types that can appear in several different places.<\/p>\n
Google Search Ads<\/strong><\/p>\n Search ads appear on the results page for searches made through Google.com. They can also appear on Google Maps, Google Shopping, and other Google partner sites that display text ads.<\/p>\n Google Display Ads<\/strong><\/p>\n Display ads can appear on Youtube, Gmail, and other Google partner sites.<\/p>\n Google Shopping Ads<\/strong><\/p>\n Shopping ads appear in Google search results and in its comparison shopping engine Google Shopping. They can also appear across Google\u2019s partner sites.<\/p>\n Google Video Ads<\/strong><\/p>\n Video ads can appear on Youtube and app ads can appear across all of Google\u2019s properties.<\/p>\n Related Resources<\/strong><\/p>\n Let’s start with a simple overview of how Google Ads works for advertisers and consumers:<\/p>\n Advertisers create ads targeting a specific group or subject. Because ads are commonly shown for Google searches, this generally involves selecting the search terms, also known as keywords, that you want your ads to show for.<\/p>\n Google displays these ads to relevant users. They charge the advertiser based on the settings configured when creating the ads. This may only be when someone clicks the ad or it may be whenever someone sees the ad.<\/p>\n When a user clicks on an ad, they are directed to the advertiser\u2019s landing page. This is the web URL the advertiser specified when creating their ads.<\/p>\n If all goes well, a certain number of these visitors will result in sales. The goal is to have the value of these sales exceed the cost for the ads, thus resulting in a profit.<\/p>\n Now, let\u2019s take a more in-depth look at how all this works.<\/p>\n Related Resources<\/strong><\/p>\n Google Ads uses a pay-per-click (PPC) model. This is the basis for pricing your ads and determining which ads show when multiple advertisers are competing for the same users.<\/p>\n PPC ads like those on Google use a hyper-fast, live auction to determine which ads are shown.<\/p>\n When a customer enters a search into Google\u2019s search engine, Google runs its auction to rank all the ads that are eligible to show for that search. It then displays the top results in order.<\/p>\n The metric Google uses to determine which ads rank where is called AdRank.<\/p>\n There are a variety of factors that impact your AdRank:<\/p>\n Quality Score<\/strong><\/p>\n Quality score is a metric that measures the performance of your ads and keywords. The score can range from 1 to 10.<\/p>\n There are three factors used to calculate your Quality Score:<\/p>\n 1. Expected Clickthrough Rate<\/strong><\/p>\n Google estimates a clickthrough rate for your ads based on the historical performance of your target keywords given the position of your ad. Clickthrough rate is the percentage of people who click your ad after seeing it.<\/p>\n They assign a rating of average, above average, or below average. This rating directly impacts your Quality Score.<\/p>\n 2. Ad Relevance<\/strong><\/p>\n Ad relevance measures how closely your ads match a searcher\u2019s intent. It is based on the relationship between your keywords, ads, and landing page. The more relevant your ads, the better your Quality Score.<\/p>\n 3. Landing Page Experience<\/strong><\/p>\n Your landing page is the web page visitors land on after clicking your ads. Google measures how well your website gives users what they are looking for when conducting a search. They do this through automated systems and human evaluation.<\/p>\n Bidding determines how much you are willing to pay for each click to your website.<\/p>\n There are three pricing options for your bids:<\/p>\n You can choose to configure your bids one of two ways:<\/p>\n Manual bidding<\/strong><\/p>\n With manual bidding, you set the max bid amounts on a keyword and Ad Group basis. This gives you more granular control over your bids so that you do not overspend on low-performing ads or keywords.<\/p>\n You have the option to enable \u201cenhanced CPC\u201d for manual bidding. This allows Google to adjust your bids up or down to better maximize results.<\/p>\n Automated bidding <\/strong><\/p>\n With automated bidding, Google will automatically set the bids on a per auction basis. They will take into account what your competitors are bidding on and the maximum budget you have set for your campaign.<\/p>\n There are a few different strategies you can choose for automated bidding:<\/p>\n Google Ads follows a simple hierarchical structure that makes it easy to manage your account.<\/p>\n Here is how it looks in order:<\/p>\n The top-level of your account is your campaigns. The other parts of Google Ads such as Ad Groups, ads, landing pages, audiences, and keywords all exist within a campaign. Each campaign has its own settings including:<\/p>\n Budget<\/strong><\/p>\n Your budget determines how much you want to spend per day while the campaign is active. Google will do its best to get enough clicks to fill the budget but it will not overspend.<\/p>\n Note, that the daily budget is averaged out over the course of 30 days.<\/p>\n This allows Google to increase spending on days when there is more search activity and lower it when there is less activity.<\/p>\n For example, if you set a daily budget to $10 per day, it is very unlikely that you will have $10 worth of clicks each day. You are more likely to see a day with $10, one with $7.50, and another with $12.50.<\/p>\n Devices<\/strong><\/p>\n This setting lets you modify your ads based on the device category. These include desktop, mobile, tablet, and TV screen.<\/p>\n You can adjust your bids for any device type by applying a modifier that can range from -100% to 900%. Dropping the bid by -100% for a device will ensure that ads do not show on it.<\/p>\n Locations<\/strong><\/p>\n This setting allows you to choose in which physical locations you want your ads to show. You can adjust your bids or completely exclude certain areas based on cities, regions, and countries.<\/p>\n There are several different campaign types available in Google Ads.<\/p>\n Search Ad Campaigns<\/strong><\/p>\n Search ads<\/strong><\/a> are text-based ads that appear on Google search results pages. They are displayed at the top of the page above the organic search results.<\/p>\n Search ads are highly effective as they get in front of a customer the moment they are looking for something specific.<\/p>\n The ads use the same format as the other listings so they blend in nicely with the organic results.<\/p>\n When you create a search campaign you set a headline and description for each ad that you want to run.<\/p>\n You also have the option of using responsive search ads. With responsive search ads, you provide multiple versions of headlines and descriptions that Google uses to dynamically come up with different combinations to show to visitors.<\/p>\n Over time, Google will discover the best performing combinations and will use those to maximize results.<\/p>\n Display Ad Campaigns<\/strong><\/p>\n Display campaigns appear across the network of Google partner sites called the Google Display Network. There is a wide range of different sites to be able to provide quality advertising opportunities to its users.<\/p>\n Website owners are paid for every click or impression and advertisers have new ways to reach their target audience.<\/p>\n Ads on the display network are a mixture of text and visuals.<\/p>\n Shopping Ad Campaigns<\/strong><\/p>\n Shopping campaigns appear in the search results for relevant keywords either at the top of the page or on the sidebar. They also show when you click the Shopping<\/em> tab next to the Google search bar.<\/p>\n With Shopping Ads, you do not design any ads but rather Google will use products from your eCommerce store.<\/p>\n To do this you need to set up a Google Merchant Center account. This is the platform you use to manage the product listings for Google Ads.<\/p>\n You upload your products to Merchant Center either by a spreadsheet, XML file, or API. You can then link your Merchant Center account to your Google Ads account to create a Shopping campaign.<\/p>\n Shopping campaigns use product groups and products instead of Ad Groups and ads. By default, a campaign will include every product in your feed.<\/p>\n You can refine your campaigns by making different feeds or excluding different product groups. To do the latter, you must assign custom fields to distinguish your products when setting up your feed.<\/p>\n Video Ad Campaigns<\/strong><\/p>\n Video ads are shown at the beginning of videos on Youtube. Youtube is based on a search engine just like Google so you\u2019ll use keywords to decide who to target.<\/p>\n App Ad Campaigns<\/strong><\/p>\n App campaigns are used to advertise your mobile app on the Google Search Network, Display Network, Youtube, and Google Play.<\/p>\n The targeting is a little different as you don\u2019t handle it yourself. Instead, you just tell Google about your app and set a bid and budget. They\u2019ll handle the rest.<\/p>\n The next level of your Google Ads account is Ad Groups. These exist within a campaign. They contain a group of ads and keywords.<\/p>\n They can also include a specified audience. Audiences are user segments Google has used to classify certain people. You can also create your own audiences in the Audience Manager within your Google Ads account.<\/p>\n When you configure an Ad Group, you\u2019ll need to create at least one ad and add one keyword. If you choose manual bidding for your bidding strategy, you\u2019ll also need to select the default max CPC for the group.<\/p>\n Because you cannot control which ads show for which keywords in the ad group, it\u2019s recommended to keep ad groups small. You can always create more groups for all your ads and keyword targets.<\/p>\n Ads are the content that is actually displayed to visitors. They have different formats based on the campaign type.<\/p>\n Search ads consist of a headline, a description, a final URL, and a display URL.<\/p>\n The headline is broken into three sections, each with a 30 character limit.<\/p>\n Descriptions are broken into two sections, each with a 90 character limit.<\/p>\n The final URL is the link to the landing page where you want to send your audience.<\/p>\n The display URL allows you to show a different URL to users. You can use two parts divided by a slash, each with a 15 character limit. For example, reliablesoft.net\/google\/ads.<\/p>\n The domain for the display URL must match that of the final URL.<\/p>\n As I previously mentioned, with responsive search ads, you can create a set of different headlines and descriptions and have Google dynamically choose the best combination.<\/p>\n Display ads can be a mixture of text and visuals.<\/p>\n Shopping ads display products from an eCommerce catalog. They\u2019ll include the item\u2019s price, description, images, and attributes.<\/p>\n![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/04\/google-search-ads.png\")
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/04\/google-discovery-ads.png\")
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/04\/google-shopping-ads.png\")
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/04\/google-video-ads.png\")
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How Do Google Ads Work?<\/h2>\n
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Google Ads Auction System<\/h2>\n
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/04\/google-ads-auction.png\")
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Google Ads Bidding<\/h2>\n
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Google Ads Account Structure<\/h2>\n
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/04\/google-ads-account-structure.png\")
Campaigns<\/h4>\n
Google Ads Campaign types<\/h2>\n
Google Ads Ad Groups<\/h2>\n
Ads<\/h4>\n
Google Ads Keyword Types<\/h2>\n
![\"Google](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2021\/04\/google-ads-keyword-types.png\")