What is Google Search Ads?

Google Search Ads as the name suggests the ones that show up when a user is searching for a specific item.

Google Search Ads or Search Advertising or PPC Advertising is one of the easiest and low-budget ways to reach your targeted audience.

Google is the world’s leading search ads provider and Google Search Ads are very effective. Search ads are based on the clear need of the users rather than hidden information about what they might be after.

Google Search Ads are quite simple, when your results page loads; there are ad boxes with relevant ads displayed next to organic results.

Google Search Ads are cost-effective and help generate leads and increase sales by enabling businesses to appear on SERP for specific keywords.

These search ads are shown directly into the search engine after the targeted keywords have been searched.

The search ad campaign’s goal is to get customers to take action such as clicking on your ad or calling your business for more information. The search ads give you the control to whom those ads can be shown with near-instant results.

Google Search Ads are data-driven. You’ll get specific data that can be used to improve the campaign over time and can know exactly what is working and what isn’t.

Google Search Ads can immediately increase the amount of relevant traffic to your website when setup correctly.

Google Search Ads are amazing for B2C companies and B2B companies with a short buying cycle. It can provide good returns on investment (ROI) quickly, specifically for businesses with high existing brand awareness.

Your ads can appear with Google search results and on other search websites when your keywords are relevant to a user’s search. Google search ads can appear above or below search results on Google Search.

Search ads can appear beside, above, or below search results on Google Play, Google Shopping, Google Images, and Google Maps.

Google search ads can help your business to rank in the number one spot on Google whenever your customers search for the product or service.

Google search ads appear based on an auction system where you bid against the competition. The Google auction system considers multiple factors like your Ad Rank apart from the highest bidding.

Ad Rank consists of your bid and Google Quality Score that is based on ad and landing page quality, past performance, and overall CTR.

There are several options available when it comes to Google search ads:-

# Responsive Search Ads – It allows you to multiple versions of headlines and descriptions, and Google automatically selects the best options for you.

# Automated Bidding – Google will adjust your bid based on your competitors with this option. It’ll work within a range to give you the best chance at winning the bid while considering your maximum budget.

# Ad Extensions – This free feature gives users extra information and more opportunities to interact with your ad. There are many ad extensions available such as Sitelink extensions that provide additional links to your website;

Call extensions that allow you to include a clickable phone number; Location extensions that include a location and map; Offer extensions that include a current promotion; App promotions that provide a link to download your app.

# Targeting Selection – You can also target users based on device, location, language, and more.

Advertising in Google Search Campaign –

A good Google Search Ads campaign starts with selecting the right keyword phrases that your customers use when searching for your products.

You also need to eliminate searchers who have no intention of buying your product or service by specifying negative keywords. It’ll make your budget to effectively spend on customers likely to purchase your services or products.

The first step in the new ad campaign process is to select your marketing goal. You may opt-out of selecting a marketing goal by selecting the final option by ‘Create a campaign without a goal’s guidance’.

There are six marketing goals available for Google Search Ads campaign:-

# Sales (Search) – You can generate sales from Google Ads online, in-store, by phone, or in-app by phone using search, display, video, shopping, and smart ads.

# Leads (Search) – You can drive leads through ads that encourage a specific action using search, display, video, shopping, and smart ads.

# Website Traffic (Search) – You can increase the number of visitors who come to your website using search, display, shopping, and video ads.

# Product & Brand Consideration – You can encourage users to explore your products and services through the display, and video ads.

# Brand Awareness and Reach – You can build awareness by reaching a wider audience using display, and video ads.

# App Promotion – You can drive interactions, and installs of your app through app ads.

Structure of Google Search Ads Campaign –

You need to understand how Google AdWords account is structured. You can start to build campaigns within your account.

Campaigns are made up of one or more ad groups and each ad group has keywords and copy associated with them.

# Campaign – There is a collection of ad groups about a category of products or services. You can run more than one campaign at a single time.

Ad groups under the same campaign generally share a budget and other settings such as location, language, and distribution method.

# Ad Group – There is a set of ads that can target the same keywords. Ad groups help you organize your ads by a common subject.

# Keywords – You need to match the relevant words and phrases with your ads to what people are searching for.

Different Match Types of Keywords in Google Search Ads –

Keywords are the phrase or queries which are added in the campaign on which you want to show a paid search ad.

Google AdWords use keyword match types to determine when to display your ad that is based on various combinations of your keywords.

The different keyword match types or search term variations showing your ad when a user searches for your keywords.

There are four different keyword matching options to choose:-

# Broad Match – Broad keyword match is that when someone searches for something similar to your phrase. It’ll help you reach the widest audience.

It’s a default match type that your keywords are assigned and will reach the most extensive audience out of the options.

Your search ads could show on searches that aren’t really relevant, but your ad is eligible to show when a search query includes any of your keywords in any order.

# Broad Match Modifier – It’ll give you a little more control than the broad match because you can lock certain keywords into place.

You need to add a ‘+’ in front of a word to allow Google to know that the searcher needs to include that word in order to show your ad.

# Phrase Match – Phrase keyword match is that when someone searches a phrase that matches what the users have searched.

It’ll offer an additional level of control. It gives you a much more precise audience that matches what you are advertising.

The search terms need to be in the same order as your keywords to show your ads, but there can be other words before or after the phrase.

You’ll need to put quotations marks around the phrase in order to indicate to Google that you want a phrase match.

# Exact Match – In order to show your ad then someone has to search the exact keywords in the same order and with no other words before or after. You need to put [bracket] around the phrase if you would like it to get an exact match.

Identify Your Negative Keywords –

Negative keywords are the opposite of standard keywords and they tell Google when not to display your ads. It’ll help you when your keywords have a lot of similar but unrelated phrases.

Negative keywords play a significant role in bringing the most relevant users to your ads. You can consider all of the different ways users might be searching for your keywords.

You should add irrelevant keywords to your negative keyword list. You need to frequently review your search terms and adding irrelevant words to your negative keywords list to avoid wasting your ad spend.

Highly Influential Types of Google Search Ads –

Google AdWords offers multiple advertising such as Search ads, Display ads, Video & YouTube ads, and Mobile App ads.

The most common kinds of ads on Google Search Network can be Text ads, Dynamic Search Ads, and call-only ads.

These ads appear with an ‘Ad’, or ‘Ads’ label on the search engine results page (SERP) and might have an ‘Ads by Google’ label on partner websites.

These ads are shown with ad extensions that allow advertisers to include business details like location, or phone number in the ads.

Shopping ads are displayed and linked to products for sale. They’re labeled as ‘Sponsored’, or appear with an ‘Ad’ label on the search results page. Image and video ads can be hosted by Google search partners.

# Text Ads – Google text ads show on top of the results when people search for something. A simple text ad consists of three key elements with Title on the top followed by Display URL and Description.

# Dynamic Search Ads – These are the most effortless approach to discover customers scanning on Google for exactly what you offer. These search ads are perfect for publishers with well-created websites.

Dynamic search ads utilize your website to focus on your promotions and can help fill in the gap of keywords based campaigns.

# Call-Only Ads – These ads have only one purpose which is to get people to make a call to your business.

Call-only ads appear on devices that can make phone calls instead of large amounts of text for your headline and description. It focuses more on brand, website link, and a large click-based phone number.

# Video & Image Ads – These ads engage with your targeted customers on a digital level. You can opt-out to run standalone video ads or can insert them into an online streaming video.

Image ads are ads created on the Google Display Network (GDN) in the form of moving (.GIF) or static images. Image or video ads help to present your business or products and services in a visual form.

# Shopping Ads – Google Shopping Ads are product listing ads (PLAs) that are displayed across Google’s search and shopping results.

It’ll show products on the top of Google’s result page alongside visuals of the products. Shopping ads can be inclusive of additional information such as prices, reviews, and support awareness.

Features of Google Search Ads –

Google Search Ads can be a money pit. You should have a clear understanding of how Google search ads fit into your strategy.

# Advertising Objectives – You can run ads to gain more leads and brand awareness to reach a wider audience. You can get traffic to your website, and convert visitors to customers and more.

# Lookalike Audiences – Lookalike audiences can help your ad campaign reach more people and generate greater sales by finding new people.

# Ad Formats – You can run beautiful video ads, single image ads, or showcase multiple images in a carousel. You can also reach potential customers online and have them follow your page and more.

# New Customers – You’ll get more people to know about your business and can offer by reaching out to millions of new and potential customers.

Factors to Determine Ad Rank for Google Search Ads –

Ad Rank is an algorithm used to determine how high ads rank in the sponsored results and how much the advertiser has to pay when a user clicks the ad.

Google uses some important factors to determine when an ad shows on the SERP:-

# Expected CTR – It’s Google’s estimation of how likely the ad will be clicked. Google knows the click-through-rates (CTR) of all the ads it displays and user upvote ads with their clicks. Google shows more of what users like and estimates the rates for all future ads.

# Landing Page Experience – The highly relevant landing page gets a higher Ad Rank score. It’ll involve relevant and original content, easy navigation, and transparency.

# Ad Relevance – Google analyzes the content of each ad to determine how well it relates to the user’s query. It’ll ensure that only useful ads are shown to the users.

# Ad Formats – Google also considers the expected impact of specific ad formats. The search ads may contain valuable ad extensions with structured data such as extra information like ratings, prices, directions, and phone numbers.

Advantages of Google Search Ads –

Google ads are cost-effective and the advertiser only pays when someone clicks on their ads. It allows you to fix the criteria for clicks by location, and it helps businesses appear in search.

The Google search ads come with their own sets of benefits. Here are some of the advantages of using it:-

# Qualified Leads – The Google search ads campaign is the most efficient way to increase your conversion rate.

You have a better chance to create your online presence as long as your targeted keywords are being searched over the Internet. Google search ads have better click-through-rates (CTRs) as compared to Display Ads.

# Measurable Data – Google AdWords help you to know exactly how many customers are responding to your targeted keywords.

You can easily get to know about where your money is invested in each campaign when you promote the Google search ads.

You’ll have the option to see the measure of images, impressions, active factors, cost-per-click, changes, and expense per procurement. Google works excellently at enabling you to effectively measure your return on ad spend (ROAS).

# Budget Friendly – Google search ads help to run efficiently your marketing campaigns. It’s easy to get a take hold of your targeting keywords since the bidding is based on the keywords.

Conclusion – Google Search Ads are very effective when users are searching for your products or services. The success of any search campaign is defined by the keywords and you should make sure to select the right keywords to get most out of Google Search Ads. The search ads are a very effective method of advertising directly to your audiences the moment they need your product or service.