‘Google Ads’ Pay Per Click Advertising – What is it?

Google Ads are a Pay Per Click Advertising platform which allows you to target your ads to specific people who are looking for your products or services. Proper management of this Google marketing option will avoid displaying ads to people who are not likely to purchase and maximise your return on your investment.


You set a budget which limits the maximum amount that will be used for your Google campaign. The amount is paid to Google and consumed when search visitors click on your ads. The cost of each click is determined by Google based on the quality of ads and bidding auctions conducted between advertisers.


When your Google Ad appears for a search query based on the keywords you are targeting, you are charged only if the user actually clicks through to your site. Thus the term Pay Per Click. (PPC)





Why should I advertise with Pay Per Click Ads?

PPC is a flexible online advertising method that lets you create a budget and adjust it at any time necessary. Most importantly, you can target your ideal audience directly, which is impossible with traditional advertising or digital marketing campaigns. The insights gleaned from the data tracked from PPC campaigns is invaluable because it gives you a better idea of your users' behavior. Your paid advertising campaigns appear ahead of all organic results in search results, helping you to instantly outrank your competitors and support your search engine optimization (SEO) efforts.

Are Google Ads expensive?

One of the best things about Google Ads is your ability to control your budget. You decide how much you want to spend and you only pay for the amount of times your ad was clicked. The cost of running a PPC ad campaign varies. Different cost factors include your industry type, business type and business size. These will influence the pricing of your PPC ad campaign. Pricing can also be affected by the type of strategy you're rolling out. However, expect to spend up to $2,000 to 5,000 per month for a small-to-medium company. This price includes both your ad spend and professional services from your chosen PPC agency.

How do I budget for my PPC Campaign?

Your PPC costs must be calculated based on your bid, your targeting and your ad quality. The amount of money you're willing to spend for a user to click on your ad is called your bid. You enter your bid into an ad auction and the highest bidder wins, so you could end up paying less than your bid amount, but never more. Targeting factors include all aspects of your goal, from the keywords you’re ranking for to the demographics of your audience. The more competitively you want to target, the higher the costs. For instance, bidding on a very competitive keyword costs more because it features a higher cost-per-click (CPC). Google also monitors the quality of your ads. If your ad quality is high, you can often maintain lower costs because Google will rank your ad ahead of competitors with low-quality ads. Understanding and accounting for all of these factors are how you determine your PPC budget.

What are the different types of Google Ads?

Search Ads - text based ads that appear when someone searches Google for a product or service. Shopping Ads - promote product inventory in your physical or ecommerce store and use product data that you supply to Google. Display Ads - usually images but can also be text ads. These appear when someone is browsing the web. Video Ads - videos can vary in length depending on the type of video campaign. These can appear in a variety of placements across YouTube and Google Display Network.