• Serena Trinh

The Beginner Guide of Google Ads for 2020

Updated: Jul 8

Search engines is the platform for the majority of digital marketing strategies. This is because search engines are the place where your potential customers search for products and services they need.


Search engines marketing isn’t a new term for many digital marketer, but some people still confuse it when making marketing decisions. This offers the beginner’s explanation for the one who are new to search engine marketing or Google Ads.



What is Google Ads


Google is the site used by the Internet users worldwide to get the question answered with the combination of paid ads and organic results.


Google Ads (Pay-per-click) is an advertising platform where advertisers paid money to let their products and services appear in front of customers when they make a search query.


Ads can be shown on either Google and other search sites (Google Search Network) or on websites (Google Display Network).



Paid Traffic vs Organic Traffic


Traffic is the metric to identify the number of visits on your website. Traffic can come from many sources. But the two significant sources I want to mention here are paid and organic traffic.


When we mention Google Ads, we are talking about paid traffic. Paid traffic is the results of a company having paid to appear at the top of search results. When a user clicks on the ads link, this traffic is counted as paid traffic.


SEO is a contradict term. SEO is the practice to get organic traffic to your website. Whenever you type a question into Google, the list of results below the ads is known as “organic results”. People tend to click on the results on several first pages. That means, when you are doing SEO, you are trying to make your website place on the first page. Therefore, organic traffic is considered the most valuable traffic source and it’s free.



Wherever the source of traffic, they can bring value to your business. However, paid traffic will stop when you stop spending money, while organic traffic will remain unless you are in the several first pages.


This is the trade-off decision. SEO works in the long run, but it takes time and effort to get higher rankings. Meanwhile, Google Ads works well in the short-term, but it takes less time and high conversions.


I don’t say which one is better. Depending on your business models and goals, you can decide by yourself.


Why Advertise on Google


One thing you must be sure, Google Ads isn’t free. While posting on social media channels or creating new articles on your website don’t cost you any penny, marketing on search engines needs efforts and budgets. However, advertising on Google search is worthy, due to these reasons.


Google is the most popular search engine.


What would you do if you want to find a car repair service near you? I search on Google.


Why? Because Google is the search engine that comes first in my mind and they make me happy every time I search.


Majority of the Internet users do the same.


Google is dominating the search engine market with 83.3% of users on both desktop and mobile.


When it comes to advertising, Google is a potential place to reach your customers.



Google Ads is effective with high return on investment


According to Google, advertisers make $8 for every $1 they spend on Google Ads.


Google let you choose the budget and bid strategies. You have full control over your cost by deciding how much you spend per month, day or ad. You can make bid adjustments on Google Ads to maximise your ROI.


When people are searching a product or service, they have the intention to buy a particular product and service. If you appear in front of them, there is a higher chance they will choose yours.


In addition, Google has the option of remarketing. This is a way to connect with people who previously interacted with your website. Remarketing gives you a higher chance to win the deal.


Google Ads has diverse ad option to fit your business model and goals


Do you want your ads to appear on search-related websites or users’ favourite website they are browsing? Google allows you to choose ad placements and ad formats which fit your marketing strategies.


You can specify targeted audiences and let your ads appear only within a specific location and time. You can modify your budget spending to maximise ROI, and more.


How Google Ads Works


To run a Google Adwords campaign, you need to understand the keyword auction process. Google decides the order of ads by auction process.


Essentially, you pick the keywords you want to run ads on and enter the maximum amount you are willing to pay for a click. When a user makes a search query, Google compares all of the bids and chooses who will rank.



Unfortunately, Google Ads isn't as simple as that. Google cares about users more than just money - they take the quality of the ads into account. Beside the amount you are willing to pay, Google’s decision is based on the quality of your ads, which is determined by Quality Score.


Quality Score number is between 1 and 10, indicating how quality your ad is. The quality is based on three related factors:


1. Ad relevance (Are your ads relevant to the search query?)

2. Expected Click Through Rate (How often will your ad get clicked?)

3. Landing Page Experience (Does your landing page speak the same language as your ads text?)


In conclusion, Google Ads is an effective marketing strategy that your business should consider to invest in. When you have your targeted keywords and ads copy, Google will assign your position (determined by AdRank) and how much you will pay for a click. To maximise your budget, do remember to prepare good quality ads.


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