What Is Google Ads?
Google Ads is an online advertising service that allows businesses to have their ads run on Google’s search results page. The ads look almost identical to the normal search results, with the only difference being the small word “Ad” in green. Google ads will show at the top and bottom of a search results page.
How Advertising on Google Works
When a consumer searches for a term or phrase, Google will show the consumer relevant ads based on the keywords used in the search. Websites that want their ads to show on the results page bid on keywords that they believe people will use when looking for their type of business. For example, a plumber located in Atlanta might bid on the keywords “plumbing atlanta,” “plumber,” or “broken toilet.”
Depending on how much you bid compared to other plumbers in the area, your ad may show up on the results page when people search for the terms you bid on. In addition to how much you bid, Google also takes into account the relevance and quality of your ad and website. So even if you have the highest bid, the ad for your plumbing company will probably never show when someone searches “flower store.”
The Advantages of Advertising on Google
- Searchers Have [Local] Buying Intent
- You Only Pay if Someone Clicks on Your Ad
- Advanced Tracking Ability
How Does Google Determine if Your Ad Will Show on the Results Page?
Google Ads uses an algorithm to determine which competing bidder’s ad gets displayed in relevant search results. While Google Ads is a type of auction, it’s not simply the highest bidder whose ad gets the top ad positions. Instead, Google considers how good of a search result your ad is for a user performing a search, and with that, how likely they are to click your ad. Ads that have high bids and are deemed good search results are those that get placed.
Google uses these three primary factors to determine when an ad shows on the results page:
- Bid – The bid is the price you are willing to pay for a click on your ad. You bid against other websites on keywords that you believe people search for if they are interested in your product. A flower store might bid on the terms “roses,” “cheap bouquet,” or “wedding flowers.”
- Quality Score – Quality score is a number Google assigns to your ad that reflects its relevance to a keyword. Your ad needs to be relevant to the search being made in order to show on the search results page. If someone searches “wedding flowers,” it wouldn’t make sense for Google to show an ad for a nail salon. You want to make sure you have a lot of the same keywords that you are bidding on in the ad itself, so Google can tell your ad is relevant to the search.
- Landing Page Experience – When someone clicks on your ad, the landing page that they are sent to should have similar content as the ad itself and the keywords used in the search. If you own a salon and are advertising manicures, you’ll want to link directly to a page that has more information on manicures, instead of to the homepage that includes all of your services.