google ads explained

Chances are, you’ve heard of Google Ads before. But what exactly is it? How does it work? And is it worth investing in? Let’s dive in together and break things down.

Google Ads, also known as paid search, is pay-per-click advertising offered through Google. When you enter a keyword into Google, you’ll see Ads displayed in the sections at both the top and bottom of the search page. You will need to utilize Google Ads in order to get representation for your business in these sections of the search results.

You can bid on and select search terms related to your product or service once you’ve specified a budget and commit to paying Google on a pay-per-click basis. In just a few steps, your business will display in the Ads section of the search results whenever people search for the keywords you’ve selected. It will continue to do so until your account budget is less than Google’s cost per click.

Do Google Ads Work?

According to experts, the Ads section typically generates anywhere from 25% – 40% of clicks for a search done on Google. Why the variation? Well, one reason is that there have been a ton of 3rd party studies on this topic. The results of all these studies support one agreed upon statistic: most (greater than 50%) of the clicks on Google happen in the organic section of the search results. However, all studies show a varying degree of the percentage of users who click in the paid section.

What percentage of the market don’t you want to be in front of? Even if only 25% of users click in the paid section of the search results, that’s a good percentage of the market that you wouldn’t have gotten in front of before.

Another reason for the varying range is that it depends on the search term. For example, when looking for a local business, users are more likely to look in the organic section and/or the Maps section of Google. Think about it. If you needed a plumber ASAP, you’d probably try to find someone close. Google Maps will show you plumbers nearby so you might be more likely to look there first. On the other hand, if you are looking for shoes, you’ll probably want to see all of the big brands, not just the shoesmith down the street. In this case, you may be more open to clicking in the Google Ads section to find shoe companies located around the country or globe. Therefore, the numbers vary.

When Should You Consider Google Ads in Your Online Advertising?

The advantage of this type of marketing (when done effectively) is having your business appear at the top of the results within hours. Google Ads can get you immediate representation on page #1 for all of your keywords if your website isn’t ranking in the organic section of the search results as well as you’d like.

Yes, there is a cost, and that cost is determined by a number of factors. However, there is also cost associated with SEO (search engine optimization). The question is, how quickly does your business need to capitalize on the value of the internet to bring in new opportunities? You should have a conversation with your internet marketing consultant to identify the potential benefits of Google Ads advertising.

What Should You Consider When Launching a Google Ads Campaign?

Good keyword research will allow you to understand both the opportunity and the investment (cost) of pay-per-click advertising. Additionally, you can identify the right keywords to bid on, how much the cost per click will be, and what budget you should set in order to generate a specific number of clicks. 

Once you decide that Google Ads is a fit for your business, you need to create a campaign, set up the ad groups, and create the ads. Additionally, you can determine demographics, set your daily budget, and monitor the results.

We Can Help!

As a certified Google Ads Partner, we can help you utilize Google Ads and get more visitors to your website. All of our campaigns are built around your brand including custom ads based on your services, products, values, culture, and more! Our office is conveniently located in Milwaukee, near Wauwatosa, just a few blocks south of Mount Mary College. Contact us today!

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