How do Google Ads Work?

Put simply, Google Ads works under a PPC Model (pay-per-click), which enables advertisers to bid on keywords that users may be including in their searches.

Depending upon the bid amount, relevancy of additional content (ads and landing pages) and other important factors - Google then decides which advertisement is most relevant and useful to the user. Paid search results are the three results at the top of Google search results.

Whilst there are multiple factors that need to be taken into consideration to ensure a successful campaign - the following 5 steps will get you started on the right foot!

1. Decide your goal
2. Decide where you would like to advertise
3. Create your message
4. Set your budget cap
5. Go live!

Google’s algorithm uses machine learning to improve your ads over time - the more you as an advertiser are able to convert users on your website from your ads, the more likely Google will see you as a trustworthy result and place you more frequently, or higher up in search results.

Providing Google Ads with valuable data - such as effective keywords, highly-optimised advertisements and a bidding method that works best with your campaign objectives - all helps contribute towards the performance of your account’s campaigns. Focusing on what’s important helps Google’s smart technology drive the best results.

It is worth noting that Google Ads enables businesses to advertise in different places within search results - these are called ad placements and are shown in different Google Networks. For example, you can opt to show your ads in:

• The search network
• The display network

With:

• Search campaigns
• Display campaigns
• Shopping campaigns
• Video campaigns
• App campaigns

Setting up and optimising Google Ads can become technical, which is why our team of certified Google Ads specialists are currently providing an exclusive Introductory Google Ads Offer for businesses new to Google Ads, and a Google Ads Offer for existing Google Ads customers. We’re also able to help charities get verified by Google and receive $10,000 per month in direct advertising spend! You can discover our current offering here.

Find out more about our Google Ads Introductory Offer here

You can also discover more about The Benefits of Google Ads, Google Ads Best Practices, and Marketing for Charities by reading our useful guides.