Google has made it easy for people to get information on how, where, and what to buy. Business advertising on Google lets your ad appear the moment someone is looking for businesses like yours.
It helps you grow online sales, bookings, or mailing lists with online ads that direct people to your website. To advertise your business on Google, go to Google Ads, formerly referred to as Google AdWords and Google AdWords Express.
Google Ads is currently the largest and most widely used online advertising platform in the world today. Business advertising on Google can help you get more customer calls and increase in-store visits. It can also help you find new customers and grow your business.
Basically, there are three types of Google Ads:
- Search Network campaigns – These are ads in text form. They show on Google Search results pages when someone searches for a product or service that is similar to yours.
- Display Network campaigns – These are ads in image form. They appear on websites or apps that your customers visit.
- Video campaigns – These are ads that are usually 6 or 15-second videos. They show right before or during YouTube content.
How Business Advertising on Google Works
Business advertising on Google is an avenue to show the world the unique features of your business. Ads are tailored to match the results you want.
Advertising on Google works like an auction that considers the quality and relevance of your ad campaigns. This means that the bid is not the most important factor; all advertisers are treated equally irrespective of pocket size.
The auction in Google Ads revolves around the concept of keywords. Keywords are the phrases that searchers are likely to use when trying to find something on Google.
Businesses identify such phrases (keywords) that are relevant to their business and bid on them. When bidding, you state how much you are willing to pay each time a Google user clicks on your business ads.
Google Ads auction takes place whenever a searcher enters a keyword into Google. This means that every single search for keywords you are bidding on is an opportunity for your ads to be shown to prospective new customers.
Because such prospects are actively looking for what you offer, you will be showing up at just the right moment. This is the singular reason business advertising on Google is so powerful, and one sure way to grow your business.
Steps to Advertising your Business on Google
Using smart technology, Google Ads shows ads to potential customers at just the moment they are ready to take action. To do your business advertising on Google, here are the general steps needed:
- Select your goal, for example, getting more visitors to your website or more phone calls to your business.
- Select the geographic area where your ad should be shown, for example, cities, states, or entire countries.
- Craft your business ad and set your monthly ads budget cap.
When Google approves your ad, it can appear whenever people search for a product or service like yours. Note that you only pay when users engage with your ad, like clicking your ad or calling your business. For a detailed guide on using the Google Ads platform follow the 10 steps below:
- Set up your Google Ads Account
- Choose your account goals
- Determine your audience
- Conduct keyword search
- Set your budgets and bids
- Build your optimal account structure
- Write high-performing ads
- Create effective landing pages
- Implement conversion tracking
- Grow your re-marketing lists
- Make optimization a habit
Cost of Business Advertising on Google
Google Ads allows you to only pay for an ad if someone clicks on it. This concept is referred to as Cost Per Click (CPC) or Pay Per Click (PPC). Google also uses other advertising models, namely:
- Cost Per Impression, meaning you pay based on how many times your ad was shown (not clicked)
- Cost Per Engagement, meaning you pay when a user completes a predefined engagement (like watching your video ad)
The cost of business advertising on Google is determined by your budget settings. And the good news is that Google Ads can work with almost any budget. There is no minimum spend requirement, and no required contract length, so you can stop your ads anytime. However, the cost of a click or call varies based on a few factors.
Keywords Connect you with Customers
Keywords refer to words or phrases you choose when you set up your Google Ads campaign. They are those terms your potential customers are likely to use when searching for products or services like yours. Your keywords must match with the ads you create, for your ads to show when someone searches for similar terms.
Let us use a business that delivers fresh flowers to explain the above. Such businesses can use fresh flower delivery as one keyword paired with an ad on Google promoting fresh flower delivery.
Once a user searches Google using the phrase fresh flower delivery or a similar term, the ad may appear next to Google search results, or on other websites related to fresh flower delivery.
How does Google Ads determine which Ads should Show?
To determine which ads should appear, Google Ads calculates a score, called Ad Rank, for every ad in the auction. The Ad Rank determines if ads are eligible to show at all in search results and the position of the ads. Ads with the highest Ad Ranks appear in the top position according to their scores. Ad Ranks are determined by five factors:
- Bid – By setting a bid, businesses tell Google Ads the maximum amount they are willing to pay for a click on their ads. The actual amount you end up paying is often less, and you can change your bid at any time.
- The quality of ads and landing page – Google Ads considers how relevant and useful ads and the website they link are to the people who will see them. The assessment of the quality of your ads is summarized in your Quality Score. You can monitor your quality score and work to improve it in your Google Ads account.
- Ad Rank thresholds – Google Ads has a set minimum threshold that an ad must meet to show. This is to help ensure high-quality ads from advertisers.
- Search context – Google Ads considers the search terms users enter, and their geographical location when determining Ad Rank. It also checks the type of device, other ads and search results, and other user signals and attributes. Because of the ad auction, your search context really matters.
- The expected impact from ad extensions and other ad formats – When creating ads, businesses have the option of adding additional information, such as a phone number, or more page links. These additions are called ad extensions, and Google Ads estimates how extensions and other ad formats used impact ads’ performances.
Business Advertising on Google -Conclusion
Business advertising on Google is a financial investment in your business. However, you need more than just money to see success from your ads. You need to regularly check in on your Google Ads account and make adjustments to guarantee your return on investment.
When advertising on Google Ads, you are in charge of your costs. You are not charged more than your monthly budget cap, and you can stop ads at any time. You do not need to commit to long-term contracts, and you can adjust your budget or pause ads whenever you need.
Do research to identify the keywords that are relevant to your business and bid on them. By matching your keywords with your ads, your business ads can have a high Ad Rank Score.
You only pay when people take action, like clicking your ad to visit your site or call your business. Google Ads offers advertising auction bidding strategies tailored to advanced campaigns and marketing goals.