Google Ads are a powerful tool used by most businesses. Online presence has never been as important as it is nowadays. And although using the services of a Google Ads agency is definitely a good idea to get you started, it’s still advisable to at least have some idea of what’s what. This simple guide will help you understand the key features and terms you need to know to either effectively navigate through this landscape or simply to get a grasp of the basics. Let’s break it down together.
AdRank
AdRank determines the position of your ad on the search engine results page (SERP). It considers factors like bid amount, ad quality, and ad extensions. It’s determined by the maximum bid multiplied by the QS (Quality Score). Having a high AdRank increases your chances of getting more clicks.
Ad Extensions
Ad Extensions are additional pieces of information added to your ads to provide more context and encourage user engagement – free of charge. These are divided into 5 categories: sitelink, call, location, app or offer. With ad extensions, you can improve the visibility and effectiveness of your ads.
Bidding
Bidding involves setting the maximum amount you’re willing to pay for a click on your ad. You can either choose manual bidding, where you set the bid amount yourself, or automated bidding, where Google’s algorithms adjust bids to achieve specific goals.
Click-Through Rate (CTR)
Click-Through Rate is a key metric that measures the percentage of users who click on your ad after seeing it. A high CTR indicates that your ad is resonating with your target audience in a way. Obviously, if it’s low – you might want to adjust it a little.
Conversion Rate
Conversion Rate measures the percentage of users who decide to take a desired action. So, they bought something or filled out a contact form after seeing your ad. It’s a crucial metric for evaluating the success of your campaign in terms of achieving your business objectives.
Campaign Type
Campaign Type basically refers to the structure of your advertising efforts. There are seven different types available in total: display, smart, search, app, video, shopping, or performance max.
Display Network
The Display Network extends your ad reach beyond search results to websites, apps, and videos. It allows you to showcase visually engaging ads to a broader audience, increasing brand visibility and attracting potential customers.
Impression
Every time your Ad is displayed on the SERP, it gets an impression – doesn’t matter if it’s clicked on or not. Monitoring impressions helps you assess the overall visibility of your ads and how effectively they attract attention.
Keywords
Keywords are the terms or phrases that trigger the display of your ads. Effective keyword selection is the number one priority to reaching your target audience. Make sure to either conduct thorough keyword research to identify the terms most relevant to your business, or leave it to the professionals offering expert SEO services.
PPC (Pay-Per-Click)
PPC is a digital advertising model where you have to pay a fee each time your ad gets a click. It’s a rather cost-effective approach as you only pay for actual user engagement, which is precisely why it’s such a popular choice in online advertising.
Quality Score
Quality Score assesses the relevance and quality of your ads, keywords, and landing pages. A higher Quality Score positively impacts your AdRank and can result in lower costs per click and better ad positioning.
Strong Base
You don’t have to be an expert or do everything on your own, but getting educated on some basics can still go a long way. At the very least, you’ll be able to understand what’s going on and what’s the meaning of the key metrics and features of the platform. That gives you more power and potential to take your business to a whole new level!
