Investing in Google Ads (previously AdWords) helps put your business directly in front of your customers’ eyes. The pay per click (PPC) ad platform gives businesses an easy opportunity to advertise to customers searching for keywords in your company’s niche.
Businesses make an average of $2 in revenue for every $1 they spend on Google Ads – Google Economic Impact Report.
How do Google Ads work?
If you’ve ever used Google – and let’s face it, if you haven’t, where have you been? – PPC ads sit at the top of your search results. However, there are a few other types that you may have seen, but not realised they also run through Google Ads, including ads on third-party websites, video campaigns and in-app adverts.
Google Ads are a form of PPC advertising – you only pay for the ads that people click on. It works by choosing certain keywords that you believe potential customers will be searching for and bidding for them (usually against competitors, or other people in your industry). It’s important to remember that different keywords cost more than others (depending on their demand).
What’s great about Google Ads is that you can set a budget for each day, month or a set time period to make sure you won’t spend any more than you want to – you’re fully in control. Google also offers information and analytics on your ads that give you the opportunity to observe your results and edit your campaigns if necessary.
More than 80% of global businesses trust Google Ads for PPC campaigns – WebFX
Types of Google Ads.
You have a few options when it comes to the type of Google Ads you can create for your business – each one differs slightly so it’s important that you understand the differences to ensure that you’re choosing the right one for your business.
Search campaign.
This is the type of ad you’ll have seen the most – the ones at the top of the Google search results. They have a small “Ad” indicator followed by a title and description, similar to a usual Google page result.
Here’s a Google Ad for Google Ads. 
Display campaign.
This allows you to advertise on other platforms and third-party websites. They help you reach people in multiple places – across Google’s network of 35 million websites, apps and Google-owned properties like YouTube and Gmail. Great if you want to go beyond Google Search.
Shopping campaign.
These ads appear as images at the top of the search results page and can appear on Google Shopping too. If you’re a product-based business, shopping campaigns may be more beneficial for your business. Google Shopping Ads also get priority over search campaigns, and because they visually show off your product, they’re likely to attract more clicks than text-based results.
Video campaign.
If you have the budget to create a compelling video ad, Google video campaigns could be a great choice for you to shout about your company. Appearing at the beginning, middle or end of most YouTube videos, this type of campaign can be really effective in getting your message out there. You can create your advert to have a click-through button to take potential leads directly to your website.
Here is an example video advert for monday.com.
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App campaign.
If your company sells software and apps, Google App campaigns might be the choice for you. App campaigns show up in Google Search, Google Play search results, YouTube and other Google-owned spaces.
Unlike with some of the other types of campaigns, you don’t have to spend ages creating a specific ad for your app – just upload images, video and text and Google optimises the rest for you.
How to get started with Google Ads.
Getting started with Google Ads is simple. To begin, you’ll need a Google account.
- Provide Google with information about your business, services/products and target audience.
- Work with Google to find the most effective keywords for your business ad.
- And finally, create your ad and set your budget.
Want to get started with creating Google Ad to drive customers to your business? Get in touch with a member of our team today.