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Google Ads: What Are Google Ads & How Do They Work?

In a recent study, it has been found out that there occurs 2.3 million Google searches every second and among those many comprise Google ads. As paid for by various companies, Google ads are highly effective way of driving relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers.

What Are Google Ads (AdWords)?

There are paid advertisements rendered by Google that appear in search results on google.com with the use of Google AdWords or advertisements that appear on other websites through the Display Network and Google’s AdSense program. Display Ads, another offer by Google, are shown on the Google Display Network. The Display Network is an extensive collection of outside, third-party websites that have partnered with Google and agreed to serve Google ads. Google ads are appeared on the Display Network as text, image, video, or rich media format, and are targeted differently. This includes remarketing and banner ads. By using AdSense, your ads are likely to appear in the selected areas on a website.

Why Google Ads Appear

The Google AdWords auction is mainly based around keywords – as per their business and marketing, advertisers pick a list of keywords to target. These words should be selected with special attention as they ought to be those or quite near to what their target buyer possibly search on Google. After this procedure they bid on these keywords. These biddings will be focused on how much they are willing to pay for a Google user to click on their ad. This bid, combined with a Quality Score assigned by Google based on the quality of your proposed ad, determines which Google ads appear on the SERP.

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The AdWords Auction

Every time a Google user searches a keyword for something AdWords processes an auction system. To “win” the AdWords auctions and see your Google advertisement appear for relevant keywords, you’ll need to optimize your Quality Score and bid amount. The higher your Quality Score, in conjunction with your bid amount, the better your ad positioning.

The following factors (among others) affect your Quality Score:

  • The relevance of your Google ad to the search query
  • The relevance of the Google keyword to your ad group
  • The relevance of your ad to its landing page
  • The historical click-through rate (CTR) of the ad and its ad group
  • Overall historical account performance
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There are also overall benefits to having a high quality score:

  • Lower costs– Advertisers are rewarded by Google with high Quality Scores by bringing down their cost per click (CPC), which ultimately improves ROI.
  • Higher exposure – It’s when you achieve high Quality Scores, will your ads will be displayed more often, in better positions on the SERP—the top vs. the bottom of the page. This helps you to collect more clicks and conversions without the need to ascend your bids.

Google Ads Costs

The cost of Google ads varies based on a number of factors, including the competitiveness of your keywords and industry, your geographic location, the quality of your advertising campaigns and more.

Advertise on Google with Globosoft

Including a number of advertising options, Google AdWords functions without any complexities. Many advertisers struggle with the commitment necessary to achieve success through paid search or display advertising. This is one of the main reasons why Globosoft’s software and free tools are proven to be priceless to thousands of businesses advertising on Google.
The AdWords Performance Grader: A Completely Free Audit of Your AdWords Account
To make the most impact of your AdWords ads and campaigns, it is important to correlate between your business and the campaigns that are suited well to make a drastic development.–-Globosoft’s AdWords Performance Grader can help you do exactly that.
The AdWords Performance Grader is the most comprehensive free tool of its kind. The AdWords Performance Grader performs a thorough audit of your AdWords account, in 60 seconds or less, identifying areas in which improvements can be made as well as highlighting successful areas of your account and how they compare to competitive benchmarks for your industry.

Globosoft Advisor: The Only Online Advertising Platform You Need

To make Google advertising efficient and profitable analysis, optimization, and attention are needed in constant intervals. However, for many small businesses and companies with limited resources, managing a paid search campaign on AdWords can be a full-time job. That’s why we developed Globosoft Advisor.
Our proprietary 20-Minute Work Week system allows you to effortlessly identify areas in which action can be taken to improve results and campaign performance immediately. Globosoft Advisor allows you to manage your Google AdWords, Bing Ads, and Facebook advertising campaigns from one responsive, centralized dashboard, eliminating the need to track various campaigns through different interfaces – simply log into Globosoft Advisor and take control of your online advertising efforts from one place.
What we do here is the Globosoft Advisor tailor-make its recommendations by analyzing your current campaigns, account history, and other elements personalized to your AdWords account. You will receive action items with specific, actionable recommendations and prescriptive workflows allowing you to make changes to your account in mere minutes that will have an immediate and powerful impact on your account performance. You can track changes over time, and see improvements in your account with our intuitive visual reports.

Facebook Ads vs. Google AdWords: Which Should You Be Using?

Until recently, many advertisers viewed Google AdWords and Facebook Ads in an adversarial way. The two companies’ long-standing rivalry, often dramatized by technology media outlets, was taken as irrefutable evidence that the two platforms were in direct competition with one another, and that it was necessary for businesses of all sizes to make a difficult decision about which platform was right for their needs; a false dichotomy that remains confusing and misleading to those new to online advertising.
Although the two platforms are often positioned as competitors, nothing could be further from the truth in a practical sense. Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, increase leads and sales, and find new customers, adopting different strategies that align with the functionality of each platform and seeing remarkable return on their advertising spend.
Although the two platforms are often positioned as competitors, nothing could be further from the truth in a practical sense. Many businesses are leveraging the strengths of advertising on Google and Facebook Ads in concert to achieve maximum visibility, increase leads and sales, and find new customers, adopting different strategies that align with the functionality of each platform and seeing remarkable return on their advertising spend.

Google AdWords and Facebook Ads- Differences

Before we look at the various strengths and features of Google AdWords and Facebook Ads, it’s crucial to understand the primary difference between the two ad platforms.

Google AdWords- Paid Search

Google AdWords is the world’s largest and most popular PPC advertising platform. AdWords is so widely used, it has become synonymous with the term “paid search.” The two terms are used interchangeably, even though other platforms such as Bing Ads work in a similar way. Paid search focuses on the targeting of keywords and the use of text-based advertisements. Advertisers using AdWords bid on keywords – specific words and phrases included in search queries entered by Google users – in the hopes that their ads will be displayed alongside search results for these queries. Each time a user clicks on an ad, the advertiser is charged a certain amount of money, hence the name “pay-per-click advertising.” PPC bidding and bid optimization is a complex topic, and beyond the scope of this guide, but essentially, users are paying for the potential to find new customers based on the keywords and search terms they enter into Google.

Facebook Ads- Paid Social

Facebook Ads is a prime example of what is known as “paid social,” or the practice of advertising on social networks. With the highest number of monthly active users (or MAUs) of any social network in the world, Facebook has become a highly cosmpetitive and potentially lucrative element of many business’ digital advertising strategies.
Although advertising on Facebook can be thought of as similar to AdWords, in that advertisers using both platforms are essentially promoting their business via the Internet, this is where the similarities end. Unlike paid search, which helps businesses find new customers via keywords, paid social helps users find businesses based on the things they’re interested in and the ways in which they behave online.
When it comes to the primary difference between Google AdWords and Facebook Ads, you can think of it this way: AdWords helps you find new customers, while Facebook helps new customers find you.
The elementary difference between Google AdWords and Facebook Ads (or paid search and paid social), let’s examine the strengths of each platform and how these online marketing tools can be leveraged effectively.

The Strong Points and Advantages of Google AdWords

As the world’s most popular and widely used search engine, Google is considered the existent leader in online advertising. Collecting more than 3.5 billion search queries every single day, Google offers advertisers admittance to an unexampled and unparalleled potential audience of users who are actively looking for goods and services.
Google’s advertising offerings are split across two primary networks – the Search network, and the Display network.
The Search network includes the whole of the Google as a search engine, and advertisers are allowed to bid on keywords and phrases in millions to target potential customers.
The Google Display Network, on the other hand offers advertisers more visual ads such as banners, spans approximately 98% of the World Wide Web, making it a great choice for advertisers who want to accomplish marketing goals that aren’t necessarily as conversion-driven as those of PPC ads, such as raising brand awareness on a large scale using banner ads.

An Immense Audience

One of the main advantages of using Google as an advertising platform is its immense reach. Google handles more than 40,000 search queries every second, a total of more than 1.2 trillion web searches every single year. As Google becomes increasingly sophisticated – in part to its growing reliance on its proprietary artificial intelligence and machine learning technology, RankBrain – this amazing search volume is likely to increase, along with the potential for advertisers to reach new customers.
Put simply, no other search engine can offer the potential audience that Google can. This vast potential source of prospective customers alone makes Google an excellent addition to your digital marketing strategy, but when combined with Google’s increasingly accurate search results, it’s easy to see why AdWords is the most popular and widely used PPC platform in the world.

A Level Playing Field

One of the biggest misconceptions among those new to PPC is that whoever has the largest advertising budget somehow automatically “wins” at Google ads. Fortunately, nothing could be farther from the truth as AdWords focuses primarily on the quality and relevance of ads, not how much advertisers spend.
The more relevant an ad is to the user, the better the experience that user is likely to have – and, therefore, the more likely they are to continue using Google as their go-to search engine. For this reason, Google AdWords rewards relevance and quality above all other factors. This is why smart advertisers with relevant, optimized, high-quality ads rarely have to bid as highly as advertisers with poorer ads.
Certain keywords may cost more than others – such as those in the financial industry, which are traditional among the most expensive of any professional sector – but how much advertisers have to bid will depend largely on the quality and relevance of their advertisements. Some metrics are more important to Google in its evaluation of quality and relevance than others, such as click-through rate, which is considered a reliable indication of an ad’s overall quality and appeal.

Google AdWords and Facebook Ads: Which Should You Be Using?

Both Google AdWords and Facebook Ads are incredibly powerful advertising platforms that cater to virtually every type of business. When evaluating each solution’s strengths and potential applications, it’s also apparent that the two platforms should be viewed in a complementary, rather than adversarial, way. Some people insist on comparing Facebook Ads to the Google Display Network, and while the two platforms share some similarities (as detailed in this comprehensive Facebook vs. Google Display Network infographic), the ways in which the two platforms have evolved independently of one another shows that AdWords and Facebook should be used in concert, not in opposition. Harnessing the power of both paid search and paid social is a remarkably effective advertising strategy. However, it necessitates a dual advertising strategy that aligns with the strengths of each respective platform. Although marketing messaging can – and arguably should – remain consistent across both Google AdWords and Facebook Ads, it’s vital to understand how best to use each platform for maximum ROI and greater business growth.

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