Google Ads is an online advertising platform which helps the businesses around the world to enhance their marketing and sales strategies and outcomes so that they can achieve the target profit and market share. Google Ads provides a variety of different ways to promote your products, services and content. At the most basic level, Google Ads is a pay-per-click (PPC) advertising platform, allowing you to bid on keywords and pay only when/if your ad is either clicked or viewed. Beyond this, Google Ads offer the below benefits:
Benefits of Google Ads
- Show your brand to more people
- Maximize leads and conversions
- Increase online sales
- Drive in-store foot traffic
- Market your app to new users
Ways in which Google Ads can support you
Targeting options: Ads can be targeted by keyword, demographics, interest and/or placement. Alternatively, you can choose to target existing customers (or people who are similar to your customers) via remarketing, in-market audiences or similar audience campaigns.
Bidding strategy: Google Ads are based on a bidding system, in which the highest bidder receives the best placement. That said, you can choose from several bidding models: cost-per-click (CPC), cost-per-mile (CPM, or cost per 1,000 ad impressions) or cost-per-engagement (CPE).
Ranking factors: Aside from your bid amount, Google Ads factor in the quality of your ads (a.k.a. “quality score”), the competitiveness of an auction and the context of a person’s search (e.g., location, time, etc.) to decide when to show your ads. These factors together determine what Google calls Ad Rank.
Campaign types: Google Ads supports search, display, shopping, video, app, smart and Performance Max ad campaigns. The latter two options apply machine learning to automatically enhance the targeting and performance of your ads.
Placements: Your ads can appear in a variety of places within a Google search result page (e.g., the top of search results, or on the Google Shopping tab), as well as on YouTube, Gmail or affiliate sites (Google Display Network).