How does advertising on Google Ads work?
What was once Google AdWords and is now simply called Google Ads is a platform used in the framework of SEA (Search Engine Advertising) strategies that give the possibility to create and publish ads on the most famous search engine on the web.
Advertising on Google appears at the top of the search results of the SERP (Search Engine Results Page) and on all Google’s child sites. With what criterion? Depending on the quality, keyword relevance, and search intent of users.
And how do you actually advertise on Google Ads?
- First of all, you need to set a goal, whether it is to increase the visibility of your site, find new customers or promote a new product/service.
- Secondly, choose the geographic area in which the ad will appear, depending on the audience you want to reach.
- Provide the content of the advertisement: write a captivating message, use graphics that attract attention, and insert the right links to the landing pages you want to refer to.
- Select the budget you are willing to spend. Don’t worry, Google will never exceed your budget!
- Now you just have to wait for Google’s approval and publish your ad!
Once online, you can monitor the progress of your advertising on Google, tracking and analyzing the actions that users take with your ad. You can then change or stop the campaign at any time, depending on the results of the tracking.
Some tips for optimizing advertising on Google
The main goal of advertising on Google is undoubtedly to bring more visibility to your company. This is because visibility = new customers. From this point of view, SEA represents the paid alternative to SEO (Search Engine Optimization) or organic positioning on search engines.
A great way to give your website a boost on Google is to find the perfect combination of SEO and advertising strategies. Especially since the parameters with which Google chooses to place an ad at the top of the SERP are very complex.
Suffice it to say that this engine carries out an auction on all ads related to a keyword, and it is on this basis that it decides who will be able to reach the top of the searches. Having said that, one might think: “ Easy to win an auction, just offer the highest price! “But for advertising on Google, this is not the case.
In fact, the auction takes into account those very complex parameters we talked about before, which take the name of Ad Rank. To get an excellent Ad Rank, you need to find the right combination between:
- choose the keywords most targeted
- create ads that are 100% Relevant
- write high-quality content – not only about the ad but also about the landing page
Do you want to use Google advertising to bring your site to the top of the search results?
Why advertise on Google?
Since the bulk of communication has now moved to the web, you don’t want to continue advertising using traditional methods, do you? The reason for this shift is mainly due to the enormous effectiveness of online ads.
In fact, advertising on Google offers unprecedented advantages from every point of view:
- you can modify campaign budgets according to their performance, starting from a reduced cost up to increasing it when the ads are successful.
- all ads are highly customizable in terms of formats, contents, graphics, call to action, so as to enrich advertising and make it more attractive on Google in the eyes of your target.
- monitoring is very complete : you can find out in the smallest details the performance of your ads and understand where to act to improve them, if necessary.
- the results of advertising on Google can be found in a short time , in fact the action of Google Ads is faster than SEO.
- pay per click ads can be local but also international : for companies that have a foreign target, this possibility is essential to expand their range of action.
- consequently, the traffic is more easily convertible , also because it is more targeted to one’s target. Especially since the keywords in ads tend to be more transactional than informative.
Find out more about international pay per click ads on this page: