Cost flexibility

One of the things that many users of the Google Ads can ever testify to is that of its cost. Unlike other conventional online ads programs, the Google Ads allows its partners to have maximum control over their ads cost. The more you decide to spend, the more your business gets promoted on Google’s page. Most individual and company businesses set their daily budget and decide on how they plan to utilize such a budget. In orders words, you are your own marketing master. Google Ads have various customer actions that one can choose from to place ones ads. Google runs an online auctioning of these ads to determine which ads would appear on their page for any given search query and also how well the ads rank on each page (even after making the page).

Choosing the best customer action that suits your business

As earlier stated, Google Ads provides these customer actions in order to completely give their partners full control to their ads placement. There are a few basic customer actions but most new users of Google Ads go for the cost-per-click (CPC). As the name goes, business ads are charged by the number of clicks per ad post that search users click on. To explain further let us assume that as a new user one chooses this program action. Google may charge, as agreed by you, $1 for every time some random search user clicks on your ads. When this bid is set, Google automatically displays your ads whenever a search query is done that is closely related to your business.

Another customer action that is available is the cost-per-impression (CPM). Let me point out clearly here that this action option is only available for Display Network campaigns. CPM, as the name already indicates, is a customer action that centers on the principle of impression. Whenever your ads are being viewed by customers, you will be charged for every view. Every time Google displays your ad, you pay. The last customer action is the cost-per-acquisition (CPA). This option is used by old Google Ads partners that understand the workings of the program and would prefer to be charged by the number of conversions they are able to receive.

Understanding Google Ads

To be able to fully understand and key into the opportunity that presents itself in Google Ads, there are so few important building blocks we should familiarize ourselves with. Google search engine, as with other search engines, are structured in a way that search results are provided in relation to the combination of search query being inputted in the search box. These search queries are generally referred to as keywords. Since keywords determine the search results that would be displayed in order of importance and relevance, it would be wise to synchronize your ads with quality, often-used-words to put your business ads up for view. Most keywords are typed in phrases so you would need to link your ad you a popular phrase. For example, if you are a car renting company you may want to link your company ads to keyword phrases such as ‘car rentals’ or ‘best car rental companies’. Whatever you choose to link it to, just understand the power of keywords and you will have your company ads on display more frequently.

You may now be wondering what if other companies similar in business to your product or service used the same keyword phrases, how Google would rank the ads. Your business ads rank is totally dependent to your bid combination. We talked earlier on this subject and we agreed that since we are in full control of our cost, your ads get placements with is dependent on how much you are willing to spend. Place more on your bid combination and Google Ad Rank would rate your ad higher and put it up for viewing, more frequently than others.

By Candy Lowe