How Does Google Ads PPC Marketing Work?
Google Ads is the most popular method of PPC marketing today.
Effective Google Ads marketing is based on selecting the right keywords that a customer might use to search for your products or services online.
When a customer performs an online search using one of these keywords, your PPC Ads will be shown on the Google search results page (SERP). Your Ad will need to meet certain Ad rank thresholds set by Google to be shown on the search results.
When the customer selects your Ad and clicks on it, he will be taken directly to your website.
Since this is pay-per-click marketing, Google will charge you each time a customer clicks on your Ad. You are not charged for the number of times the Ads are displayed on the search results or the Ad impressions.
A Google Ads PPC campaign may take about 30-45 days to show results.
How Does Google Select Which PPC Ads to Display and the Ad Positions?
Google’s search algorithms are complex and constantly changing. To provide their customers with the best user experience and most relevant information for their search, Google uses an Ad auction to pick relevant ads to show on a search results page.
When a customer searches for a specific keyword like “restaurants near me”, the Google search index will go through its directory of websites to identify all the websites that are relevant to this search term.
If there are 10 websites with corresponding PPC ads that are all relevant to the customer’s search term, Google will have to determine which ads to show on the first page of the search results.
To select the top ads, Google puts all the qualified ads in an Ad auction and grades them on Ad Rank and Quality Score. The ads with the highest Ad Rank get shown on the top of all the other PPC ads for that search term.
The exact ad selection process can get pretty complicated, but factors that will influence your Ad Rank and if your ad is selected to be shown on the Google search results pages include:
Your bid – the maximum amount you are willing to pay for someone to click on your ad and go to your website.
Ad relevancy – how relevant your ad is to the customer’s search term.
Landing page experience – the experience provided by your website landing page when the customer clicks through to your website.
Expected CTR (click-through-rate)- this is based on historical information for your account collected by Google Ads.
Ad formats- the use of ad extensions in your PPC ads and how many ad extensions you use.
After going through this complex auction process, the winning ads will be shown above and below the organic search rankings on the search results pages(SERP).
PPC Management Service Areas and More Services
We provide PPC management and marketing services in Plano, Frisco, McKinney, Allen, Richardson, Dallas and surrounding areas in the Dallas area. We also provide PPC services to customers across the USA.
In addition to PPC Management services, we also provide SEO (search engine optimization) services, local SEO, Website development, Google Analytics, Digital Marketing Consulting services and more.
Related Articles on Google Ads PPC Marketing
To learn more about Google Ads, here are some of our articles:
- Gold Mango Design, What is Google Ads Pay-Per-Click Marketing and How It Helps Your Business
- Gold Mango Design, 8 Benefits of Google Ads Advertising
- Gold Mango Design, SEO and Google Ads: 15 Ways To Reach Target Customers
- Gold Mango Design, 11 Tips to Optimize Your Google Ads Landing Page For Conversions & Mobile