One-on-One with Google Ads

Launched in the year 2000, this advertising platform has helped Google amass billions of dollars in revenue. It has changed the fate of tens and thousands of online businesses...

Did you know that Google Ads is Google’s bread and butter?


Launched in the year 2000, this advertising platform has helped Google amass billions of dollars in revenue. It has changed the fate of tens and thousands of online businesses and has proved to be one of the primary traffic drivers for scores of existing businesses out there. In fact, it’s considered by many as one of the most powerful and profitable online marketing platforms.

That being said, paid search advertising may not be everybody’s cup of tea. This isn’t to say that its complex as hell, but it will require a little bit of work, minor boldness, and some creativity too. Of course, don’t forget the positive nod from your bank account.

Today, there is a minefield of information on AdWords across the web, which can easily overwhelm one and all. Worse yet, AdWords is rich in insider information and jargons. Therefore, it turns out to be a massive effort-fest to expand one’s knowledge on AdWords. Without boring you to death, let’s open the mystery box that Google AdWords is for most people out there. So, resist the exit tension from your body because we are about to get started in a cinch.


What is Google Ads?


Google Ads is an online advertising platform where businesses pay Google to have their website rank on the top of the search results. Most entrepreneurs might already know it as PPC (pay-per-click) advertising.

Textbook definitions aside, let’s explain this to you in layman’s terms. We all know that Google is a traffic hub. With Google, everything starts with a search. Every day tens and millions of people hop into Google to search for something. As a webmaster, you have the opportunity to be front of people who are searching for stuff that is relevant to your website. In other words, Google Ads lets you CHEAT.

Instead of waiting for months or even years to organically gain traffic, it lets you jump straight into page one of the search results, where you want to be seen. Of course, there is no free lunch here. You will have to pay Google to display your message in front of the masses.

That’s how Google actually makes the most of its money by making advertisers pay for keywords clicks. If reports are to be believed, more than 90% of their revenue comes from Google Ads paid search. We are talking about tens and billions of dollars here. So, it’s a great money tree to own.


Where does these Ads appear?


By now you must have understood that if you pay Google, they will gladly send traffic to your website for the targeted keywords. Of course, Google can’t afford to neglect webmasters who rank their websites organically.

Despite Google’s moaning and hankering, it’s in their best interest to entertain organic traffic as well. So, where do these Ads appear? Let’s press on to find out the answer to this heated question. When you start your campaign, your ad will appear on Google, and other non-Google owned sites that have partnered with Google to display advertiser’s ads.

The keywords chosen by you will trigger your ad to show on the search results page along with the organic results. For instance, your campaign ad will appear above or below the natural results on the search results page.

Furthermore, your ad can also appear on Google partnered websites. Remember, there is no way to influence Google to show your ad in the natural results. But, pay-per-click ads, also referred as sponsored ads, can be influenced by marketers. So, on one end of the scale are non-influenced organic results. At the other end are Google Ads/sponsored results, which can be influenced by the marketers, webmasters, etc.

With that in mind, do know that there is a lot more to Google Ads than what meets your eyes. After all, PPC marketing is nothing like traditional advertising because Google allows you to control when and where your ad will appear.

That being said, how high your ad will appear on the sponsored list will depend upon how much you are willing to pay for the ad. Remember, you are not alone in the paid search race. There are others who might be willing to shave off top-euros for the same keywords that you are targeting. If they are willing to spend more than you for each keyword click, then your sponsored ad might feature below their ad.

On the other hand, if your price is set higher than your competition, you could enjoy a better position with your keywords. That being said, the price is not the only factor that determines your position in the search results. The chilling conclusion is that it also depends on how well you optimize your ad. At the end of the day, that’s what really separates the men from the boys in the game of PPC.


How much should Webmasters spend on Pay-Per-Click Ads?


Almost everyone out there wants to know this magical number. So, let’s take the mystery out of it. To set the records straight, the PPC expenditure depends entirely on you and your business model. So, nothing is etched in stone over here.

Remember, spending on Google Ads does not necessarily come with a promise of great ROI (Return on Investment.) In other words, you are gambling with your money on any paid search advertising platform. So, you should only risk however much you are willing to lose on advertising and nothing more.

Therefore, it helps to set a spending limit before starting off. You don’t want to set yourself up for all or nothing situation. The allocated advertising budget could be as little as €10 a day. Of course, don’t keep it too low or you won’t get enough data to work it.

For those who are clueless, do know that Google offers new users a generous credit of €75 to get started. Whatever budget you set, look at it as a testing budget for keywords and campaign testing. Yes, the idea is to test the market before spending money like crazy. During this trial period, test a lot of ads and options to see what gets the best return on your investment. Drop all the losing campaigns and keep improving the winning ones. If things turn out really well, feel free to ditch the budget. As you increase your spending, you will get more data to work with. Better yet, if you get €2 or more for every euro that goes into PPC, why would you have a paid search budget in place?


Why would you Use PPC advertising? Can Google Ads help SEO?


Getting your business on the first page of Google is never easy without pay-per-click marketing. The organic SEO route can take at least a few months, if not several years and beyond. PPC advertising helps one gatecrash to the first page of the results page.

Simply put, Google’s PPC marketing is a hassle-free process to test the products or services listed on your site. In other words, it’s a quick and surefire way to accelerate traffic to your website and to reach out to ready-to-buy customers without too much of a fuss.

Given the quick and easy reach, it proves to be a no-brainer choice for webmasters to test or expand the market for their products and services. The best part about the Google’s PPC platform is that it lets you have complete control over your investment. You can create customizable campaigns for your targeted keywords to best-suit your business needs without the headache of a minimum budget in place. Not to forget the fact that pay-per-click advertisement can get your business on the top of search results within few hours. Of course, you have to pay for each click.

The key takeaway over here is to realize that paid search marketing can help you test the market before you invest money in keyword rankings. Once you have tested the market, you can be sure that your product will generate sales once your site is ranking for the given keyword. Google Ads offers you the proof of concept that you might desperately need.


The Pillars of Success


Getting started with AdWords PPC marketing is a straightforward process, but it’s not always going to be a breeze. It will take a while to tap into the money zone, even if you are a Harvard topper. For every successful AdWords advertiser, there might be dozens of them who might fail to get good ROI (Return on Investment) from their PPC paid search campaigns.

The key to success with Google AdWords depends a lot on pitching your message to the right audience without breaking your bank. And, it’s not a walk in the park to do so. As a novice, you can expect to run out of cash fast. Also, you won’t be able to wet your bees into Google Ads marketing without trying out numerous ads and options. For most people, the first few months are bound to be mediocre. So, you may want to think twice before freaking out and firing your PPC manager over poor results. Don’t let early failure be the thief of joy.

Be willing to accept the fact that you will blow away some money in the beginning as a part of the learning curve. This is a must-have attitude to carry in order to look at it in a positive shade of light instead of a sacrifice so that you can keep up with your pursuit.

Remember, the Google Ads advertising system has changed considerably over the years. Dirt-cheap clicks may be difficult to come by, but there is always a way to crack the code. Along the way, you will learn many things to bring down the cost of your clicks.

For instance, if you narrow down your niche, or extend your search queries, or choose less spoken languages, you might be able to bring down the cost drastically. At the end of it, what really matters is how well you fine-tune your campaigns for maximum profit potential.

It might take a while, but you can get there because the path has been road-tested by tens and millions of webmasters, and many of them have been able to climb the ladder of success. On the hindsight though, pay-per-click advertising can be a dangerous tool in the hands of inexperienced advertisers.

Woefully underprepared webmasters might unintentionally dig up a money pothole for themselves and end up spending money at a frightening rate. Yes, things could be heading nowhere FAST. So, it’s important to be extremely cautious over here. As mentioned before, the best approach over here is to start slow until you get a good grasp of everything. At the end of the day, the more you experiment with your PPC campaigns, the better you will get at it, and more profitable your campaigns will turn out to be.


The Pitfalls to Avoid


It’s not uncommon to come across horror stories of people who have lost tens and thousands of dollars trying their hands at PPC marketing for the first time.

As they say,

“pay-per-click novice and his money can be easily separated”

On the other hand, we also come across massive success stories that signal us that Google Ads could still be the ticket to one’s success in the online arena. Success with your PPC pursuit would require you to avoid common pitfalls along the way because it’s easy to be unintentionally ignorant on many fronts while working on pay-per-click campaigns.

  • Do not go for automatic bidding, which is often recommended by Google to novice. You just don’t want to give the entire control to Google

  • To waste less money, get rid of the keywords that you want to avoid by adding them to the negative keywords list

  • Use geotargeting to put your message in front of the right people

  • Make sure that your landing page is properly optimized for conversion. Remember, you cannot improve what you do not measure. So, it’s imperative to have watchful eyes on the active campaigns to make the most out of them by tweaking them over and over again.


Final Words


Google Ads platform can churn money for most businesses out there. So, it isn’t that Google Ads is not the right platform for your business. The majority of the businesses fail due to improper planning, poor targeting, incorrect execution, and lackluster ROI.

The golden rule over here is to treat pay-per-click campaigns as a work in progress project because it will demand ongoing monitoring and tweaking.

It’s not a set and forget paid search advertising platform. So, don’t blow away your chances of success with sponsored ads by taking the easy route. As they say,

“Easy come, easy go”

Therefore, it pays to take the tough road because you will not only make money but you will also learn the necessary skills required to make a comeback if things were to go south down the road. Remember, PPC can make or break your bank account. If you get it right, the sky is the limit for you. You are sure to have a healthier relationship with money. That’s the beauty of sponsored ads. So, don’t abandon it before giving it a good shot. You never know what the future might have in store for you.