Welcome to the realm of digital marketing if you’re new to it. Also, why did it take you so long to decide to run a Google ad?

Knowing how to advertise on Google is a prerequisite for winning 2022 marketing plans, with Google having more than 70% of the search engine market share.

In 2022, here’s how to advertise on Google (and Get Results)


Google Ads Advertising Market Share in 2022

Google is without a doubt the world’s most popular and powerful search engine.

In this piece, we’ll go over the fundamentals of how to advertise on Google, including how Google chooses ad placements and how to improve your click-through rate.

Consider this: if you need to do an online search, you don’t say “let me conduct a web search,” you say “I’ll Google it.”

We use the company’s name as a verb for the function it is supposed to do because it has crowded the search market so much.

However, because Google is so well-known, competition for Google pay-per-click advertising is fierce.

That is why we decided to write this article.

If You Advertise on Google, What Are “Google Ads?

Google Adverts (formerly known as Google Adwords) is an online advertising platform that allows you to post ads on Google’s search engine or display platforms.

Search advertising are similar to organic results on Google and usually show before them.
Content marketing focuses on organic Google search results, and SEO is crucial. Organic ranking takes time, but organic content is frequently aimed at buyers who are at the top of the funnel or are just learning about your business.

Google Search Ads, on the other hand, are a subcategory of PPC advertising. PPC advertisements are also a terrific method to see results quickly. PPC advertising, such as Google Search Ads, targets bottom-of-the-funnel, primed-to-convert clients, which is one of the reasons.

Perhaps this is why Google Advertisements has such a high return on investment (ROI): the typical firm makes R45.26 for every R24.14 spent on Google ads.

Google advertising sample

Because advertising are identified with a little square that reads “Ad,” you can determine which search results are from Google Ads and which are organic search results.

We’re talking about a plain, direct text ad vs. a display, as you can see. 

A display ad is a visual ad that captures consumers’ attention and directs them to a landing page or website where they can convert. Display adverts can be found on Google’s own site as well as through the company’s huge display network.

The Google Display Network is made up of millions of websites that have agreed to allow Google to serve adverts on their pages depending on site users’ buying and browsing habits. The site, in turn, is compensated for each ad click made by its users.

Google Shopping Ads have also gained traction. When customers are looking for certain items, shopping adverts show.

A Google shopping ad includes a snapshot of the product, as well as the product’s name, price, and any current deals. We’ll remain with Google’s search network for the sake of this article and go into the advertising process.


Google Ads Help You Find the Answer

Google search advertisements are based on a pay-per-click approach, which means that marketers are charged each time a prospect clicks on their ad.

Ads can also be set up to be paid per impression if the purpose of your campaign is to raise awareness.

When users search for a keyword on Google, relevant adverts are displayed depending on their search terms.

These Google Search Ads appear dependent on how much you bid in comparison to your competition. But this isn’t the only aspect of the procedure.

Keywords - Landing Page - Ad Copy

When deciding ad rank, Google considers a number of criteria (the order of which ads are displayed in Google search results). Of course, the bid is significant, but relevancy, as well as the quality of the ad in issue, are equally crucial.

Relevance and landing page quality are significant variables in locating local searchers who are ready to buy.

It’s critical to avoid squandering money on clicks that aren’t relevant. Thankfully, Google Ads can keep a close eye on your progress.

You can see how many people saw the ad, how many clicked on it, and how many of those clicks resulted in a conversion using the service’s reporting system.

This allows you to make the most of your marketing money by focusing on the most beneficial areas.

First Position Please ! What Factors Does Google Consider When Placing Ads?

Bids are the costs associated with each click. That’s a really simple notion to grasp. Irrelevant clicks, on the other hand, are a waste of money and can quickly deplete your marketing budget.

Strategies for maximizing return on ad spend or cost per click can be devised. Advertisers may also use an automated bidding approach to increase the number of impressions they receive.

Various bids are given to different phrases when bidding on keywords. It all comes down to which keywords are more valuable. Bids are greater for terms with a higher value. This is, once again, a straightforward notion.

The Google Keyword Planner tool provides you with a proposed bid as well as information on how competitive the phrase is. However, you’ll need a bit more planning to bid well.

Automated rules may be set up in your Google Ads dashboard, allowing you to properly optimize your content.

For low-cost phrases, Google Ads may automatically boost the Ad Spend, and it adapts over time using machine learning to enhance your chances.


Google Position Placement example

Yes, you’re giving up some direct control, but Google is a reputable organization, and it’s likely that it understands more about how to maximize its own service than you do.

You may even specify negative areas, telling Google exactly where you don’t want your advertisements to appear. This saves you money while also increasing your conversion prospects. It also enhances your bid adjustment for other geolocations efficiently.

Relevance is also a big factor in your ad’s quality score. Not only does your ad need to be relevant to the term you bid on, but so does your landing page.

Make sure that some of the keywords you’re bidding on appear in the ad headline and title to confirm that you’re accomplishing this. Take it a step further and incorporate them into your landing page’s material as well.

The total placement of your ad is determined by the quality score and the amount you bid.

Someone with a higher bid but a bad quality score will be listed lower than someone with a lower bid but a perfect quality score.

It’s All About the Platforms When It Comes to Advertising on Google

Google Ads isn’t a one-size-fits-all solution. Depending on the platform your prospects use, the ad experience varies.

Mobile devices and desktop PCs are vastly different from one another, necessitating various approaches.

It’s critical that mobile platforms aren’t overlooked since they have a lot to offer. Mobile internet use is rapidly growing in popularity, and individuals frequently do online searches while on the move.

To compensate for the device’s reduced size, your messaging must be more brief when optimizing content for mobile.


mobile device optimization

Mobile users are frequently on the move, thus communications should be adapted to their needs.

Desktops are the most expensive, while tablets are the least expensive, with smartphones lying somewhere in the middle. As a result, it’s critical to adjust your bidding methods properly.

Choose between desktop, mobile, or both in your Google Ads account. If you’re using both platforms (and you should! ), make sure you’re running separate campaigns for each and optimizing properly.

Targeting Google Ads: Prepare… Aim… Fire!

You must target your adverts based on a variety of crucial characteristics in order to reach the correct individuals.

The geographical location has a significant impact on this.

Targeting takes work, but it saves you money in the long run and boosts conversions immediately.

targeting a geographic location

When it comes to geographic targeting, you may choose a specified radius from a zip code by going to advanced search and picking the radius targeting option.

Remarketing is a type of targeting that shows your ad to individuals who have previously visited your website. Because they are familiar with your brand, these prospects are considered low hanging fruit and should be easy to close.

Keys to the Kingdom is a Google ad (Keyword Selection)

When choosing keywords, make sure they have a large volume and are related to your offering.

You may do this with the aid of Google’s Keyword Planner tool.

Keyword Planner Tool

Although these keywords have a lesser search traffic, they reflect a market segment that your rivals are overlooking.

Your cost per click will be reduced, and you’ll have a better chance of reaching the correct folks.”

What is the definition of a click-through rate?

The number of people that clicked on your ad divided by the total number of people who viewed it is the click-through rate (CTR). You’d have a (very good) CTR of 10% if your Google ad had 1,000 impressions and 100 clicks.

Every ad you run and every term you bid on has its unique CTR that you must take into account. 

The CTR of your Google Ad (together with the value of a conversion) is how you can see if the keywords you identified in your study are bringing in results and are likely to generate a profit.

A low CTR is bad for your cash in more ways than one. If your ad isn’t generating any clicks, Google will assume that your product or service isn’t what customers are looking for. As a result, a low CTR rate will have a negative impact on your ad rank.

While the definition of “excellent CTR” varies by business and term, 2.88 percent is a solid starting point. If your click-through rate (CTR) is less than 2.88 percent, it’s time to improve your ad optimization tactics.

What is the definition of a conversion rate?

The number of consumers that performed your desired action on your site divided by the total number of customers who visited it is known as the conversion rate (CVR).

Let’s assume your Google Search Ad had 100,000 impressions and had a CTR of 5%. This signifies that 5,000 people visited your landing page.

If your landing page’s aim was to get a consumer to schedule a free consultation, the conversion rate is the number of customers that signed up for a free consultation divided by 5,000. So a conversion rate of 2% would be achieved if 100 consumers joined up.

However, how can you keep track of that? How can you identify which Google ad sent those visitors to your website?

When you create an ad campaign in your Google Ads account, you can additionally indicate the action you wish to track using Google ad conversion tracking.

You’re now prepared to advertise on Google.

Advertising on the Google Search Network is a terrific method to get your content in front of more people, but it must be optimized if it is to compete against well-prepared competitors.

When conducting a focused Google Search campaign, it’s critical to keep an eye on the numbers and make modifications as needed. This will assist you in staying on track with your objectives.

By advertising on Google, you can use the power of Google to boost your company’s overall exposure and profitability.

We can help you setup for success on Google Ads. find out more…