Google Ads Services

Google Ads is an online advertising platform developed by Google, allowing businesses to display ads on Google’s search engine results pages, YouTube, Google Display Network, and partner websites. Ads are typically displayed based on targeted keywords or specific audience segments. Advertisers pay when users click on their ads (Pay Per Click, or PPC).

Google Ads uses an auction-based system where advertisers bid on keywords relevant to their business. When a user searches for those keywords, Google determines which ads to show based on the bid amount, ad relevance, and other factors. Advertisers only pay when users click on their ad (CPC), view their video (CPV), or take another specified action.

Google Ads offers several types of campaigns, including:

• Search Campaigns: Ads that appear on Google’s search engine results page when users search for specific keywords.
• Display Campaigns: Banner or image ads that appear on websites within Google’s Display Network.
• Video Campaigns: Ads shown on YouTube or other Google video partners.
• Shopping Campaigns: Ads that display product listings with images and prices, typically shown in Google Shopping.
• App Campaigns: Ads designed to promote mobile app installations or in-app actions.

The cost of Google Ads depends on the campaign type, your keywords’ competitiveness, and the bidding strategy you choose. Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. The actual cost per click (CPC) can vary widely, with some keywords costing a few cents and others several dollars. You can set a daily or campaign budget to control your spending.

Quality Score is a metric Google uses to measure the relevance and quality of your ads, keywords, and landing pages. It impacts your ad ranking and the cost per click (CPC). A higher Quality Score typically results in better ad positions at a lower cost. Factors influencing Quality Score include the expected click-through rate (CTR), ad relevance, landing page experience, and keyword relevance.

Google Ads and SEO are both critical for driving traffic, but they operate differently:

• Google Ads: Paid advertising where you bid on keywords and pay for clicks. It provides instant visibility in search results.
• SEO (Search Engine Optimisation): Organic optimisation of your website to improve its ranking in search engine results over time. It’s free but requires ongoing effort and patience.

Google Ads provides immediate results, whereas SEO focuses on long-term strategies and sustained growth.

To measure the success of your Google Ads campaigns, track key performance metrics such as:

• Click-Through Rate (CTR): The percentage of people who clicked on your ad compared to the number of times it was shown.
• Conversion Rate: The percentage of users who complete a desired action (e.g., purchasing and signing up for a newsletter) after clicking your ad.
• Cost per Click (CPC): The amount you pay each time someone clicks your ad.
• Return on Ad Spend (ROAS): The revenue generated from your ads compared to the cost of the ads. Google Ads also integrates with Google Analytics for deeper insights into user behaviour and conversions.

To optimise your Google Ads campaigns, consider the following:

• Refine Keyword Targeting: Use long-tail keywords, negative keywords, and location-based targeting to improve relevance.
• Improve Ad Copy: Ensure your ad copy is compelling, clear, and relevant to your target audience.
• Optimise Landing Pages: Ensure your landing pages match your ad’s message and provide a seamless user experience.
• Use Ad Extensions: Add extra information to your ads, such as location, contact info, and site links, to improve visibility and CTR.
• Monitor Performance: Regularly analyse your campaign’s metrics and make adjustments, such as tweaking your bidding strategy or changing ad copy to increase effectiveness.