Google Ads is an online advertising solution that businesses use to promote their products and services on Google Search, YouTube, and other sites across the web. Google Ads also allows advertisers to choose specific goals for their ads, like driving phone calls or website visits. With a Google Ads account, advertisers can customize their budgets and targeting, and start or stop their ads at any time.
Google Ads works by displaying your ad when people search online for the products and services you offer. By leveraging smart technology, Google Ads helps get your ads in front of potential customers at just the moment they’re ready to take action.
- You start by selecting your goal, like getting more visitors to your website or more phone calls to your business.
- Next you select the geographic area where your ad should be shown. It can be a small radius around your business or much broader, like cities, states, or entire countries.
- Finally, you’ll craft your ad and set your monthly budget cap.
Once your ad is approved, it can appear whenever users in your target area search for a product or service like yours. You only pay when users engage with your ad, like clicking your ad or calling your business.
There are three basic types of Google Ads:
- Search Network campaigns – usually text form, these ads can show on Google Search results pages when someone searches for a product or service that’s similar to yours
- Display Network campaigns – usually image form, these ads appear on websites or apps that your customers visit
- Video campaigns – usually 6 or 15 second videos, these ads show right before or during YouTube content
CPC (Cost Per Click) or PPC (Pay Per Click) means you only pay for an ad if someone clicks on it.
Other advertising models include:
- Cost Per Impression, where you pay based on how many times your ad was shown (not clicked)
- Cost Per Engagement, where you pay when a user completes a predefined engagement (like watching your video ad)
When it comes to Google Ads, there are generally 2 costs:
- Ad Spend – what you pay Google for clicks
- Management Fees – what you pay a company like us to get you results
How much you pay per click is called “cost per click”, or CPC, which is calculated according to a complex formula.
It is hard to say how much a click will cost you because it depends on various factors such as number of advertisers, search popularity and the quality of your ads.
If you use a Google Ads company like us, then we would charge you a monthly management fee to set up, manage & optimise your ads on a daily basis for best results.
The biggest mistake a business can make when it comes to Google Ads is to “set and forget” – this is a surefire way to blow your budget. Google Ads requires constant monitoring and optimisation to ensure you are only getting qualified clicks and traffic to your website.
Warning: Google Ads has “express” options allowing businesses to create & manage their own ads easily. But if these are not set up and managed correctly, you will be wasting thousands of Rands on wasted clicks by unqualified prospects.