Google Ads Solved – A beginner’s Guide to Google Ads

Written by
Felix Mayo
SEO & PPC Executive
Wednesday, May 29, 2024
Wednesday, May 29, 2024

There are over 63K searches on Google per second, and most results pages include Google ads. here are over 63K searches on Google per second, and most results pages include Google ads.

Google ads show your product or service to people exactly when they show interest – an excellent opportunity to get new clients! But are Google ads suitable for your business? We get asked that all the time, and we want to help you find out if Google Ads is right for you.

In this article, you’ll learn how Google Ads works, where do Google Ads appear, how much Google Ads are, how Google Ads are paid for, what is a reasonable budget for Google Ads, and whether Google Ads are right for your business right now. Let’s go!

What Is Google Ads?

Google Ads (formerly Google AdWords) is a form of online advertising which appears in search results of Google.com, third-party websites, and other Google properties, such as:

  • Gmail
  • YouTube
  • Google Maps
  • Android
  • The Google Display Network

And more!

As you see, Google Ads is more than just text at search results.

In fact, there are seven types of Google Ads campaigns; each offers benefits in meeting different business needs.

Where do Google Ads appear?

Discover the different types of Google Ads campaigns and where they appear:

  • Search – text Ads on search results.
  • Shopping Ads – product listings on search results and the Google Shopping Tab.
  • Display – image Ads on websites (Google Display Network) and Google properties (Gmail, YouTube, etc.).
  • Video – Video Ads on YouTube.
  • App – Find app users on Search, Play, YouTube, Discover and over 3 million sites and apps.
  • Local – promote a physical location on Search, Display, Google Maps, and YouTube.
  • Smart – Automated Ads are shown across the web.

Examples of a google search with different locations for ads
Examples of different Google Ads Locations

You’ll choose a Google Ad campaign type based on your marketing objectives and budget.

Though Search has worked well for all our clients, while display or video are less consistent, but visually appealing products perform better.  

We can give a hand choosing the right campaign type for you, enquire for free to find out which Google Ad campaign meets your needs best.

How Google Ads are paid

Fantastic, my business will show all over the web, but will Google charge me for every Ad appearance (impression) even if the searcher ignores it?

The answer is no.

You will only pay when someone interacts with your Ad.

This marketing model is known as pay-per-click (PPC), and Google Ads operate under it.

PPC ensures you are driving and paying for qualified traffic exclusively - statistically proven to increase sales, lead generation, and more.

But how are Google Ads paid?

Advertisers are automatically charged monthly or when reaching the budget threshold, whichever comes first.

How Google Ads work

Ads appear on Google when someone looks for the products or services you offer.

When creating Google Ads, advertisers choose and bid for a set of keywords – the terms that will trigger your Ad to appear.

The best keywords to bid on are specific terms the target audience use, enjoy from high search volume and present low-competition.  

Keyword research is an arduous and time-consuming task.

Every time a user performs a keyword search query, Google decides which Ads appear – Google Ads auction process.

Who wins the Google Ads auction?

Your Ad's position on the search results page will depend on your Ad relevancy (determined by Ad Quality Score) and the bid amount.

Ads keywords Explanation Graphic
Ads Keywords Explained

Since the Google Ads auction process determines cost, your cost-per-click (CPC) is directly related to competition.

Keyword CPC varies widely. For example, as of 2022 the average CPC for the keyword “doughnut” is £0.77, while “casino” is £72.43. That’s for every click! As you can see keyword intent also plays a major role in CPC.

What is a reasonable budget for Google Ads?

Depending on your customer, industry, target location, and more, a reasonable monthly budget for Google Ads ranges from £500 to £5,000 per month.

We believe that starting with what you are comfortable spending brings the best results.

Google recommends beginners to start small, as little as £10-£50 a day.

Though, there’s a catch.

When your budget for the day finishes, your ads won’t show until the day after.

And, especially in the first 90 days, Google Ads learns the right time and place for purchases to happen.

Consider your initial budget an investment where you buy precious data to learn what works and what doesn’t.

Google embeds Machine Learning (ML) in its algorithms; the higher the budget, the faster the ML will understand and match your ad and audience preferences.

Even more, Google Ads will gather data from several signals to build a custom audience just for you!

Now that you know the secrets about Google Ads budgeting success, get started today.

Are Google Ads worth it?

Absolutely. Whether your goal is brand awareness, sales, or lead generation, Google Ads are worth it because it provides a cost-effective solution for businesses to tap into hyper-qualified audiences that convert.

Additionally, Google Ads is highly flexible, allowing you to start, stop, pause, adjust your bids at any time.  

At Alphageek, we generate unreal Returns On Ad Spend (ROAS) to our clients.

For example, an online bakery running a search Google Ads campaign saw a 20x ROAS in a single month!

Or, for a fashion brand, we help start the conversation with its customers by inducing 23,000 clicks to their website. We positioned its brand massively as top-of-mind by showing to 11 Million potential buyers.

That is as little as £0.08p per click – 250% cheaper than the industry average cost-per-click!

It's in our motto - let us deliver digital excellence to you. So if you want results like this, get in touch now.

An example of The success we can achieve through PPC campaigns

Are Google Ads right for your business?

The truth is, it depends.

While Google Ads offer small and medium-sized businesses new ways to compete against Goliaths, your business goals and website quality are pivotal to determine success with Google Ads.

It takes time building, launching, and optimising campaigns—and ultimately seeing results.

Any business looking to expand their customer base can benefit from Google Ads, but you have to be ready to commit and afford the cost of getting the ball rolling.

There you have it! Google Ads, solved.

Still wondering if Google Ads is right for your business, book a free consultation with one of our Alphageeks today; we’ll be happy to help.

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