How does Google Ads work?
Most of the time when you search something on Google, you'll see an ad at the very top of the page. It looks like this:
But there’s more to Google advertising than just those search results ads. There are different types of ads you can use, and they show up in lots of places.
As a leading digital marketing agency with a track record of success in the region, we want to share our expertise on this powerful tool.
In this article, we’ll break down Google ads: what they are, how they work, and how you can start your ad campaign or get help from our Digital Marketing team to give you that initial boost. Let’s get started with the basics of Google Ads.
Table of contents
- What is Google Ads?
- Why should you use Google Ads?
- What are the different types of Google Ads, and how do they work?
- How much does Google Ads cost?
Let's get started with Google Ads!
What is Google Ads?
By definition; Google Ads is a tool that helps businesses promote their products or services on Google. You can use it to reach people searching for what you offer on Google Search, other websites, and even YouTube.
How does it work?
Just like any other ad platforms you pay a fee for your ads to appear on Google. A process called “bidding” determines the cost. Will discuss more below.
But, what about all those free listings?
Free listings are called organic results. Google shows them based on how well they match what people are searching for. There are hundreds of factors that go into deciding which ones to show.
This is completely different from how Google picks which ads to show. We'll explain that in the 'How Does Google Ads Work' section.
Why should you use Google Ads?
Google Ads can help your business in many ways:
1. Instant on the SERP:
Your ads can appear almost instantly on Google Search. This means your new products or special offers can get noticed right away, without waiting for it to show up organically.
2. Lots of Options:
You can choose from different ad styles to fit your business. Whether you prefer text, pictures, or short videos, there’s an ad for you.
3. Right Target Audience:
You can precisely pick who sees your ads. For example, a local restaurant could show its ads to people interested in food. Google figures out who's interested based on what they search for, the websites they visit, and the apps they use.
4. Remarketing:
If someone visits your website but doesn't buy anything, Google Ads can show them your ads on other websites. This helps remind them about your business and might bring them back.
5. Controlled Spending:
You only pay when someone clicks on your ad. Plus, there are other payment options to fit your needs. This helps you get the most out of your advertising money.
6. Transparent Reports:
Google Ads gives you clear reports on how your ads are doing. You can see how many people clicked, what they did next, and which ads are the most successful. This helps you improve your ads and get better results.
What are the different types of Google Ads, and how do they work?
1. Google Search Ads
When you search something on Google, you might see ads at the top of the search results. These are called Google search ads.
For example, if you search "Buy Comfortable cars in Dubai," you might see an ad for a brand called Citroën. This ad has a few parts:
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This ad includes key elements like:
Title & Description: The headline and additional text offer a quick overview of the product or service.
Ad Assets: Previously known as extensions, these are additional details like specific page links, which you can select during ad setup.
2. Google Display Ads
Imagine you're browsing the web and seeing eye-catching ads for things you might be interested in. Those are likely Google Display Network (GDN) ads!
GDN is a massive network of websites, apps, and even other digital platforms that partner with Google to show you relevant ads. These websites sign up for a program called AdSense, which allows them to display ads that Google matches to their content.
So, instead of seeing ads based on what you search for, you see them based on your interests or what you're currently reading or watching. For example, if you're reading sports news, you might see an ad for athletic shoes.
This way, GDN ads can reach you even before you start actively searching for something, making them a great tool for brand awareness and reminding people about what you offer!
Example GDN network Ads for Suzuki Jimny:
3. Google Shopping Ads
Google Shopping Ads are a great way to showcase your products right where people are looking for them: on Google. These ads include a picture of your product, its price, and your store name. They show up when people search for something specific on Google.
For example, if someone searches for "waterproof house mat," they'll see ads with images of different mats, their prices, and where to buy them. It's like having a virtual store window on Google!
Imagine someone searching for "wireless headphones." Your ad could appear with a picture of your headphones, the price, and your store name. This helps people compare different options and decide what to buy right there on the search page.
4. Google Video Ads
Google Video Ads are the commercials you see on YouTube. They can show up before, during, or after a video. For example, you might see one before your favorite cat video starts.
With billions of people watching YouTube, it's a great place to reach a huge audience. Video ads can be really effective because they use pictures, sound, and storytelling to grab people's attention and leave a lasting impression.
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You can tailor your ad to specific viewers based on their interests, age, or what they're watching. For instance, a makeup company might show its ad to people interested in beauty tips, while a travel agency could target folks watching vacation videos.
5. Google App Ads
Want to get your mobile app noticed by the right people? Google App Ads can help!
You just need to provide some basic information like text and images, and Google will automatically create different ad formats. These ads can show up in lots of places, like Google Search, the Google Play Store, YouTube, and other Google websites.
For example, you might see a Google app ad on YouTube that encourages people to download the app.
There are three main types of app ad campaigns:
- App installs: Get more people to download your app.
- App engagement: Encourage people who already have your app to use it more.
- App pre-registration: Let people sign up to be notified when a new app is available (for Android only).
How much does Google Ads cost?
The price of Google Ads can change a lot based on things like what kind of ad you're running, your business, where you are, and how much competition you have.
Generally speaking:
Search ads usually cost between AED 3.67 and AED 7.34 for each click.
Display ads are often cheaper, costing less than AED 3.67 per click.
But keep in mind, this is just an average. If you're in a busy industry like insurance or law, you could pay as much as AED 183 or more for each click.
The biggest thing to remember is that Google Ads prices aren't fixed. They can go up and down based on how popular the ads are. So, your total cost could be as low as AED 183 a month or even thousands, depending on how big your ad campaign is.
Let's get started with Google Ads!
Growing your online visitors is all about trying new things and learning from the results. Experiment, measure what works, and keep improving with all the new Google search engine updates.
Let us handle the heavy lifting. Our Digital team can help you get more market share on Google search engines with customised ads and smart budget allocation.
Let's get started.