Get started with Google Ads Part 1
Google is undoubtedly the most popular search engine with over 3.5 billion searches conducted every day.
Advertising on Google and other search engines goes under the description search engine marketing (SEM). Search engine marketing (SEM) uses paid search ads to get more web traffic through web search. It is different from Search Engine Optimization (SEO), in which you optimize your website without paying the search engines to rank higher on “organic” search results.
AdWords is Googles online advertising platform helping businesses get in contact with customers. Online advertising lets you target your ads to the type of customers you want and filter out those you don't. When you advertise online with Google Ads, you can use different targeting methods to reach potential customers right when they're searching for your products or services.
How does Google Ads work?
Google Ads determines which ads should show with a lightning-fast ad auction, which takes place every time someone searches on Google or visits a site that shows ads.
There are 3 main factors in the ad auction that determine which ads appear, and in what order:
When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
The quality of your ads
Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Our assessment of the quality of your ad is summarized in your quality score, which you can monitor—and work to improve—in your Google Ads account.
The expected impact from your ad extensions and other ad formats
When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad's performance. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.
Together, these 3 factors determine when and if your ad will appear to potential customers.
Read more about how to get started with Google Ads in Part 2!