What Are Google Search Ads?
When someone inputs a search query into Google, they get taken to the relevant search engine results page (SERP). Usually, that SERP will have a block of paid ads above the organic links and another below them. These are Google search ads and they are part of the Google Search Network, a massive advertising platform with global reach that services over one billion users. With Google search ads you can harness the influence and reach of this vast network to promote your business, advertise services and sell products. And the best part is that you don’t pay unless someone clicks on your ad.
How Do Google Search Ads Work?
Google search ads use keywords chosen by you to determine what SERPs your ads will appear on and then a bidding system is used determine what position on the page your ad is placed in. There are two major factors behind which advertisements “win” the auction and get displayed on SERPs. The first is the bid amount. It is fairly obvious that the amount of money you are willing to spend per click determines whether your ad is placed and in what position on the page. Several factors affect the cost per click including:
- Competitiveness – Highly desirable keywords with lots of bidders tend to increase the price per click significantly.
- Location – Your geographic location affects the price. Targeting a wider area or a market with a lot of local competition will result in a higher price.
- Quality Score – How Google rates your ad campaign will affect how much you pay. Relevant and well run campaigns have low costs per click.
Quality Score is the other major factor. Google wants relevant and useful ads to display on its network. After all, no one will click on a poorly thought out ad. The aspects of your advertisements that affect the Quality Score are:
- The relevance of your ad to the search query in question.
- The relevance of your ad to its landing page.
- The established click-through rate (CTR) of the ad.
- The historical performance of the ad account.
These are not all of the aspects that affect the Quality Score, but making sure your ads perform well in the above mentioned aspects will help your score. A better Quality Score will not only lower the cost but it will also result in better exposure, increasing how often your ad is displayed and displaying it in better positions on the SERP.