Google AdWords (now Google Ads) is an online advertising service that allows businesses to have their ads run on Google’s search results page. The ads look almost identical to the normal search results, with the only difference being the small word “Ad” in green. Google ads will show at the top and bottom of a search results page.
1. Searchers Have Buying Intent
2. You Only Pay if Someone Clicks on Your Ad
3. Advanced Tracking Ability
The time it takes for Google Ads to look at all the relevant advertisers bidding for a search term, decide whether there will be an auction or not, hold that auction, work out which ad offers a mixture of highest maximum bid + quality score and finally serves that ad on the results page, is the time it takes for someone to type a search term into Google and receive the results.
HOW DOES GOOGLE DETERMINE IF YOUR AD WILL SHOW ON THE RESULTS PAGE?
Google Ads uses an algorithm to determine which competing bidder’s ad gets displayed in relevant search results. While Google Ads is a type of auction, it’s not simply the highest bidder whose ad gets the top ad positions. Instead, Google considers how good of a search result your ad is for a user performing a search, and with that, how likely they are to click your ad. Ads that have high bids and are deemed good search results are those that get placed.
PPC advertising works like a silent auction. Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services. When a web user types a search query into the field of a search engine that matches the advertiser’s keyword list or visits a web page with content that correlates to the keywords or phrases chosen by the advertiser, the PPC ad may be displayed on the page. In search engines, a PPC ad is generally just above or to the right of the search results where they can be easily seen.