Google AdWords has a new name, Google Ads!

Google Ads is the single most popular PPC advertising system in the world. This should come as no suprise as Google is the most popular Search Engine this side of the Chinese Firewall!

Go Google AdWords has a new name, Google Ads!

Google Ads is the single most popular PPC advertising system in the world. This should come as no surprise as Google is the most popular Search Engine this side of the Chinese Firewall!

Google Ads Works on a Pay-Per-Click Model primarily. This is where users “bid” on keywords to focus on their target audience, and then subsequently pay each time that ad is clicked on. Hence Pay-Per-Click!

Every time someone Googles let’s say “pizza” Google crawls their database and directs that web user to the most relevant sites on the internet based on everything Google knows about that person (usually they know a lot!). The same thing happens when you place an ad on Google Ads.

If you place an ad for your pizza shop, it is going to have the opportunity to appear when it meets all of your selected Keywords.

Keywords for this add might be “pizza, pizza near me, delivery, carry out, pepperoni pizza, pizza deal” Google would then match up your ad Keywords with that users search, if they match they see your Ad!

This type of Advertising and Keyword comparison allows us to target individuals who are already looking for a product like yours!

While many different factors go into Google Ads, this is a very brief overview of how a simple Google Ad would interact with the Google Search Engine, the Internet User, and your business. 

Doing Pay Per Click Marketing with Google makes sense because, as the most popular search engine, Google and its subsidiaries get the lion share of all internet traffic, and because of this delivers the most impressions and clicks on your ads. If you were to use a different search engine, let’s say Bing for example. You would still see results because millions of people use Bing. However, you would not expect anywhere near the results you would get on Google because Google has Billions of people using it daily!

Keyword Research is one of the most important factors in placing an Ad in front of the right user. It can be incredibly time consuming as well. Your entire Pay Per Click ad campaign is built around keywords and the most successful Google Advertisements will always be evaluating and refining their Keyword list. If you were to only do Keyword Research once when you first start your campaign, you will me missing out on hundreds if not thousands of extremely valuable, lower cost and hugely relevant keywords that could be driving traffic to your site. Imagine for instance, our “pizza” example above. Let’s pretend that a major celebrity starts calling pizza “pie” and it catches on, over 6 months 15% of people are now googling “pies near me” “pie deals” “pie deliver” and we never updated out keyword list. Well the odds are the majority of bad PPC ads haven’t either. Now if we go back and update our keyword list, we can have access to 15% of the online audience that isn’t being targeted at all or very little. THAT is the power of continuing Keyword research.

We also want to utilize Negative Keywords. These are Keywords we don’t want to target for specific reasons as well as not wanting to target Keywords we were using but they were not converting. This improves campaign relevancy and it reduces your wasted ad spend. Once again keeping your Ads targeted and focusing on what keeps the right people clicking on your ads.