If you’ve never used Google Ads before, the process may seem a little daunting.
To help you get you started, here’s an overview of how to use Google Ads and why every small business should consider using it in their marketing strategy.
What is Google Ads?
Google Ads is an online advertising platform that helps adverts rank higher in search results. When you do a search on Google, the first few results at the top of the page are usually ads – those ads were placed via Google Ads.
How does Google Ads work?
Google Ads uses a keyword bidding system. To run an advertising campaign on Google Ads, you’ll bid on certain keywords to help your ad rank higher.
You can structure your campaign based on your objective. Do you want ad clicks to drive traffic to your website, more views to increase your brand’s visibility or more conversions? Choose from one of four bidding campaigns:
- Pay-per-click (CPC). This is the most popular choice. You pay each time someone clicks on your ad.
- Cost-per-thousand viewable impressions (vCPM). You pay for every 1,000 times your ad appears and is viewable.
- Cost per action (CPA). You pay for a specific action you want visitors to your website to do. In most cases, it’s a sale or an email sign-up.
- Cost per view (CPV) This is for video content. You pay for video views and the engagement a video gets, such as clicks on call-to-action overlays.
Why is Google Ads important to my small business?
Google is the most popular search engine in Australia, grabbing a whopping 94% of the search engine market in Australia, according to Statcounter. So it makes sense to be visible on Google.
However, landing on the first page is tough. HubSpot research shows that 75% of people don’t scroll past the first page. With organic search results, your content may not land on Google’s first page, but a paid ad might.