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All you need to know about Google Ads

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All you need to know about Google Ads

Google Ads is a Web advertising service made by Google (previously known as Google AdWords).

What are Google Ads exactly?

Google Ads is a paid service that allows you to insert ads at the top of search pages, even before the usual search results, and even within YouTube videos, apps, and websites.

An interesting feature of Google Ads is that there are no fixed costs, and you don't have to pay monthly either. You will only have to pay when users click the ads.

How Google Ads work

Google Ads uses a pay-per-click (PPC) feature. People can target a keyword on Google and compete with each other by making bids on it.

Every bid you make will be a maximum bid, or also the maximum you want to pay for one ad. If your bid is more than your cost-per-click, then the ad placement will be yours. If your cost per click is less than your bid, you will not get the ad placement.

You can set a maximum daily budget for your advertisement. So, you won't need to pay more than that amount per day, and you can save your budget.

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There are three options for the bids:

  • CPC (cost-per-click): the cost you have to pay when a user clicks on the ad;
  • CPE (cost-per-engagement): the cost you have to pay when a user does an action on the ad;
  • CPM (cost-per-mille): the cost you have to pay for a thousand ad impressions.

Then Google will take the bid amount and compare it with your Quality Score.

Your Quality Score depends on the quality of your keywords, ads, and landing pages. If the quality of your ads is high, they will get better positions.

The position of your ad on the search engine results page (SERP) is called Ad Rank. Your Ad Rank is the combination of your bid amount and your Quality Score.

The more people click on your ad, the more you will reach the ad's goals. When someone clicks on an ad you have to pay for that click.

Now you know something about Google Ads, so let's see the different types of Google Ads campaigns.

Different types of Google Ads

There are some types of Google Ads campaigns. Here they are:

  • Search campaign: this type of ad will appear on the results page as a text ad;
  • Display campaign: this type of ad is visual, and it can appear on any website;
  • Shopping campaign: this type of ad can appear on the search results page, or in Google shopping as images;
  • Video campaign: this type of ad can appear before, or in the middle of Youtube videos;
  • App campaign: this type of ad is like the Display campaign, but it's for apps.

Google Ads costs

The cost of every Google Ad can change on several factors, like how much your bid is, or the quality of your content. So, the cost will change from ad to ad.

Google Ads use an Ad Auction system, and you need to understand it to know how much it will cost you.

When someone searches a keyword you're targeting, Google will use this system to compare your Ad Rank with people who are targeting the same keyword.

Ad Rank and Ad Auction system will promote websites that are helping users with a high-quality Score. And not websites with low Quality Score.


That was just basic knowledge about Google Ads. If you want to create an ad campaign, I suggest you study Google Ads well to avoid losing money.


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