Google Ads: The Introduction

Google Ads is a complex tool that allows advertisers to grow their business and reach more customers.

Google Ads help your business bring in new customers or leads through search ads, display network ads, and YouTube ads.

And it seems pretty simple…

But Google Ads can be tough to navigate.

Companies pay money to Google based on clicks to show up, in hopes of capturing interested buyers and generating leads or sales.

Google makes money from the advertiser every time someone clicks on an Ad.

Pretty simple right?

What is The Quality Score and How Does it Work?

The quality score is a crucial component of running a successful Google Ads campaign.

It’s made up of three main factors:

  1. Your ad campaign’s landing page: How quick does your landing page load? What’s the conversion rate? What’s the bounce rate? In short, is Google sending the people who click to a website that seems to address their needs?
  2. Expected CTR: How do your ad campaigns typically perform? Is your click-through rate better or worse than the average?
  3. Ad Relevance: How specific is your ad in relation to the search?


Why is quality score important beyond ad rank?

Improving your quality score is a great way to rank higher with your ads without having to bid higher. You can reduce CPCs and improve your performance by focusing on those three factors that make up the quality score.

Types of Advertising on Google Ads:

Google Ads offers a few different types of advertising for companies.

You can choose between four different ways to be found by a given searcher:

  1. Search Ads
  2. Display Ads
  3. Video Ads
  4. App Ads

Currently, you can show up on display ads, video ads, search network ads, and application-based ads in Google.

The search network is the most popular of all.

Search network ads show up as a text ad for a given Google search.

The search network works by targeting specific keywords that you want to show up for.

You bid on them to show up higher and get a better chance at capturing visitors and converting paid traffic.

Next, we have the display network.

Display ads work as text or banner ads and can show up on Gmail and various websites within the display network.

Businesses commonly use them for re marketing to bring back site visitors who didn’t convert.

If you’ve ever noticed an ad on a website, it was likely from the display network.

Video-based ads allow you to create a video ad that will show up on YouTube videos.

Lastly, you’ve got the App Ads that allow you to advertise on popular Google network-based applications.

Currently, the most popular forms of advertising tend to be: search network and display-based.

They are easy to set up with a relatively little amount of work and no video production required.

If you are interested in showing up for popular searches in your industry and getting new consultations or sales, the search network is a great place to do it in Google.

Link/unlink Google Ads and Analytics

Linking your Google Ads account to your Google Analytics property lets you see the full customer cycle, from how users interact with your marketing (e.g., seeing ad impressions, clicking ads) to how they finally complete the goals you’ve set for them on your site (e.g., making purchases, consuming content).

Need help with Digital Analytics? Get in touch: