Google Ads - PPC Campaigns


Google is one of your biggest allies when running a campaign for your business, and with the use of Google Ads in particular, you can lead to very serious growth within your online business, as well as your offline business. The use of Google Ads however needs to be done properly for it to produce the sort of results that most business and website owners are looking for. 

What are Google Ads?

Let’s start with the basics, what is Google Ads? Google Ads is a platform that runs on a Pay Per Click (PPC) basis, allowing you to comfortably run advertisement campaigns online, that are in tone with your overall marketing strategy. These paid advertisements will appear on Google’s Search Engine Results Pages (SERPs).

When going about using Google Ads it’s important to also understand how the system actually works, so we’re going to break it down for you in the simplest way we know. Once you have decided your content marketing strategy, you can go about starting to use PPC campaigns as a resource. The Google Ad system works by hosting an auction that is primarily based on the use of keywords, whereby the website wishing to advertise their product chooses a list of relevant (to their field) keywords that will target people searching for the same/similar terms, and that are most likely to appear when searching for a particular product or service. 

The way in which the auction is decided is by maximizing the quality of your “bid”. How do you maximize your Google Ad bid? You’ll need to carefully research and choose the best quality keywords for your needs so that you can get the best quality score assigned by Google (also based on the quality of your ad). This, paired with how much each advertiser is willing to pay for any Google User to click on their ad will determine which Google Ad will appear on the results page. 

Consequently, when a google surfer clicks one of the ads, the advertiser will pay a certain cost per click, hence the term Pay Per Click. Conversely, if no one clicks on the ad, then there is no payment to be made however this rarely happens, and if you choose to work with Methodika on your websites and their connected campaigns to boost your business, we’ll get you to the top of the SERPs!

Factors affecting your quality score:

There are factors that will affect your Quality Score, which is mostly based on the relevance of:

  • The Ad to the search query
  • The keyword on google to your advert group
  • The ad to it’s landing page
  • Also the previous performance of your account 

Reasons to use Google Ads

  1. It yields an ROI that is very beneficial as long as you make sure you maintain a quality website and make the right keyword bids.
  2. A straightforward PPC Campaign. Simply put, no clicks, no payment. 
  3. Takes you to the top. Once a keyword is assigned, google will place them at the top of its results pages. 
  4. The PPC nature serves as a good indicator. Once you’ve run a few PPC Campaigns, the amount of clicks should show you what people are searching for, and what words are less searched for. 
  5. Google will offer you possible keywords. Once you have run a campaign on Google Ads, the search engine will offer you keywords with a high conversion rate which can help your content rank higher. 

 Different Types of Google Ads Campaigns

  1. Search Ads – Appear in the top positions on SERPs
    • Call only – Clicking on these ads will normally get you on a landing page. However, if you choose call only, then clicking your ad will allow the googler to get on a call with you directly. This is suitable for certain types and sizes of businesses.
    • Dynamic – Are made by directly using different content on your website (highlights the importance of quality content). Comes up when a Google User types in searches that are relevant to your website. 
  2. Display Ads – For targeting a specific audience. 
  3. Video Ads – These are only displayed to your chosen target audience. Think of this one as pay per view. 
  4. Shopping – Functions well for eCommerce sites and virtual stores, typically provide a good ROI. This type of ad does require more overview because your product information needs to be updated monthly. 
  5. Universal App Campaign – Will allow you to run ads for your iOS and Android apps. Your ad in this type of ad can be found on SERPs, the Google Play Store, and Youtube. 

As you can see using Google Ads can do a lot of good for you and your business, but it can be a little difficult to navigate in the right way. We are happy to help you here, feel free to reach out to us and book a free consultation.

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