Google Ads previously called Google Adwords is Google’s PPC advertising platform. Businesses can use this system to create advertisements and bid on specific keywords to appear within Google’s search results. You are in full control of how much you’re willing to spend on any specific word or advert, as Google Ads operate on an auction system.

When a google user searchers for one of your keywords, if your bid is higher than what others are bidding, your advert will appear higher in the search results. The wonderful aspect of Google ads is that you only pay when a user clicks on your advert. In other words, you are only paying for people that are actually interested in what service/product you are advertising.

Google Ads work within an auction platform with advertisers bidding on specific keywords. Like a desirable property in a hot real estate market, the more competition bidding on a keyword is, the higher the bids can go. Now, when a search is conducted containing your keyword, Google evaluates whether your advert will appear. 

To determine whether your advert appears, Google looks at two factors; the relevancy of your advert and the dollar amount of your bid. It then selects the winners of the auction and displays their adverts. The number of adverts displayed at the top of the search engine results pages (SERPs) can vary from zero – four. If a user clicks your advert they are then redirected to your website. Google only charges you when your advert is clicked also known as pay per click.

While your digital marketing strategy can vary greatly depending on your business goals, industry and competitors, Google Ads offer a huge opportunity. If you search for any query regarding a product, service, business or brand, adverts will occupy the first part of the page. If your business isn’t there, your competitors will be. There are three key areas that Google Ads excels in.

The budget control offered within the Google Ads system is something other marketing channels simply can not compete with. There is absolutely no minimum spend to run Google Ads. You can run a campaign with a budget of $10 a day if you wish. The catch here is, your results will depend on how competitive your industry is and the keywords you select. The key though is the budget control offered.

The potential to scale your Google Ads is endless. If you identify a successful campaign that is providing a positive ROI, you can instantly increase the spend to potentially get more conversions. Equally, if you find a campaign is underperforming and is costing more than it returns, simply turn it off. With Google Ads, you are not locked into a minimum spend or any contract.

The level of data available within Google Ads is exceptional. You have access to every bit of information related to your campaign performance. Find out how many times your ad was shown, how many times it was clicked, how many people converted to a lead or a sale from your ads or even what age group are spending the most with you. 

These three aspects of Google Adwords stand in direct contrast to traditional marketing channels. With TV or print advertising your access to analytics is extremely limited. You also have very little clue to how successful your campaigns are, as you don’t really know how many people have seen them. There is also no flexibility offered, once you have made the investment with traditional advertising you are stuck with the TV advert, or the print advert. The lack of ability to quickly change direction if the channel is not delivering a positive ROI can be crippling.

It is a question we are often asked. Our response is always the same – Google Ads can work for almost any business, regardless of size. Yes, Google makes money from its advertising platform. In 2018, they generated $116.3 billion US Dollars from business using paid advertising. The point here is that businesses wouldn’t be investing marketing budgets into Google ads without seeing an ROI.

Yes, Google ads cost money. Google wouldn’t have these huge profits if it didn’t. However, it is important to remember that all marketing (traditional and digital) requires investment. The more important question is are you getting a return on that investment.

No problem, simply book in a free strategy call now and we’ll guide you through the best options for your business.