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Getting Started with Google Ads (formerly Google Adwords)
In order to understand and make the most of Google Ads (previously known as Google AdWords ) and all its tools, we will make constant references to terms specific to Google Ads as well as to Digital Marketing expressions in general .
That's why we're going to review the meaning of the most important items and the acronyms we use most in Google Ads.
What is Google Ads?
Google Ads is an online advertising program from Google . It's an intelligent advertising system created and managed by Google that consists of sponsored advertising, using CPC (Cost Per Click) and targeted to the advertiser's target audience.
Through this system and the use of keywords, companies or advertisers can create effective ads and launch them to a specific, pre-determined audience.
This way, when a potential customer performs a search through Google, Google will display all the links related to the words entered , but it will also display Ads that also contain the words we have selected.
"With Google Ads you will reach more customers through the different advertising platforms that the Google network has.
Click Online 360
Thus, a company that wants to advertise through AdWords will enter an ad and, using a keyword system, insert those elements related to its offer that may interest the potential customer.
And most importantly, the ad will be shown to potential customers whose search query already suggests an active interest in the company or product.
Google Ads Basics:
CPC (cost per click):
This term refers to the fact that, based on an established pricing system, Google Ads charges for the clicks received by the ad that the user posts , regardless of the number of times it is displayed as a search result.
CPA (cost per acquisition):
In this model, you pay when the user completes a conversion , that is, when they have completed the complete journey, viewed and clicked on the ad, filled out the form, and finally, purchased the product .
CPM (cost per thousand impressions):
This term refers to the fact that, based on an established price system.
Google AdWords charges for the number of times an ad appears as a search result, regardless of whether the user clicks on it.
Google AdWords charges for the number of times an ad appears as a search result, regardless of whether the user clicks on it.
Impressions:
Impressions are the number of times our ads are shown to users in Google Ads search results or on the Google Display Network .
Impressions have no cost (unless we have the CPM system set by default), so we must take this into account for our branding campaigns and/or for the visibility of our website.
Impressions have no cost (unless we have the CPM system set by default), so we must take this into account for our branding campaigns and/or for the visibility of our website.
Minimum bid:
The minimum bid will be the minimum price for each click for a keyword to serve ads .
Thus, the price of each keyword will be determined taking into account its quality level.
Thus, the price of each keyword will be determined taking into account its quality level.
CTR (click-through rate):
It's a tool for understanding the performance of your ads . Google Ads calculates your click-through rate (CTR) by dividing the number of clicks by the number of times your ad is displayed (impressions) on the Google Search Network.
Thus, the more relevant an ad is, the more frequently users click on it, thus achieving a higher CTR.
Thus, the more relevant an ad is, the more frequently users click on it, thus achieving a higher CTR.
Other Aspects to Consider About Google Ads
Quality level:
Using parameters based on, among others, the percentage of clicks an ad receives or a keyword's performance history, Google Ads measures a keyword's Quality Score and sets its minimum bid . Thus, the higher a keyword's Quality Score, the lower the price you'll pay per click.
Location:
These are the sites where an ad can be displayed within the Google Display Network. A placement can be a website, a selection of websites, or an ad unit located on a single page.
ROI (return on investment):
It is the relationship between the cost of advertising and the benefits obtained from conversions (for example, sales or potential customers who end up arriving at our page).
ROI indicates the value our company obtains as a result of the cost it invests in an advertising campaign.
URL:
Acronym for Uniform Resource Locator , which refers to the unique address that identifies a web page on the Internet.
"If you think advertising is useless, consider the millions of people who now believe that yogurt is delicious."
Joel Whitley.