If you’re new to the search marketing world or just want a description of certain phrases and tools in digital, then you’ve come to the right place. We will be looking at Google Ads (formerly known as Google AdWords): Google’s own advertising service which allows you to place search results for your website on a search engine results page (SERP) by paying for them.
There’s no need to wait for your new site to work its way organically up the rankings. By using paid search you can see immediate results and it’s not nearly as difficult to use or expensive as you may think. Paid search is the term we use for advertising within the listings of a search engine. These normally appear at the top of a SERP or to the side, and increasingly look more and more like organic results. At the moment Google places a small green ‘Ad’ label on them. Google isn’t the only search engine where you can do this; Bing also runs its own advertising network, called The Bing Network. But for the purposes of this piece, we’re going to focus on Google Ads. Let’s take a look at how it works. In a nutshell, you pick some keywords that a searcher might use on Google, then create an advert that will appear on the SERP based on those keywords. Of course you’re probably not going to be the only company wanting to serve adverts to people who use those particular terms. Rival companies can bid for the same search term.If you want your ad to appear at all, you have to bid against other marketers on how much you’re willing to pay Google Ads every time a searcher clicks on your ad.The more you pay per click, the more likely your ad will appear in the search results. “Which is why paid search is often referred to as PPC, which stands for Pay-Per-Click.”
However, and this is a big however, unlike other real-time bidding models, it’s not just the highest bid that is taken into account. To determine how high your ad appears up the SERP and whether it’s shown at all, Google will assign it something called an ‘Ad Rank’.
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