Google Search Ads Management
This form of advertising is highly effective because it connects businesses with potential customers at the moment they’re showing interest, significantly increasing the likelihood of conversion.
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Published by: Vitaliy
- | Updated: April 20, 2024 | Published:
Google Search Ads
Google search ads are the most universally used type of a google ad. Broadly speaking, search ads are used to capture demand. Businesses utilise this type of ad when the product or service is already known to the general public and they are searching specifically for that product or service.
Let’s imagine the client is looking for a pizza place. They pull up their mobile phone, key in ‘buy pizza’, and pick the restaurant they like most.
In this case demand already exists as the user knows what he/she wants and is looking for a specific product or service.
Our job is to capture this demand.
What do I pay for with this type of ad?
Google Search ads fall within the category of PPC advertising, whereby you pay only when someone clicks on your ad. If your ad shows up on the client screen, but s/he doesn’t click on it, you won’t get billed for it.
What is the cost per click on Google Search?
The price you pay per click is going to depend on your niche. The lower the competition, the lower the cost per click.
Conversely, the higher the competition, the higher will be the cost of each click. In certain niches, such as software development or adoption, clicks can get as high as $50-$100 per click, and we’re talking about just clicks, not necessarily the conversion.
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Why is Cost Per Click growing year over year?
More and more advertisers are going digital, thus increasing the level of competition. Hundreds, if not thousands, of new websites are getting launched every day, thus increasing the demand for digital advertising.
During COVID-19 digital advertising was booming, with businesses going online and utilising paid ads as literally one of the few ways to get in front of their clients’ eyes.
The reverse side of that was the rise of cost – the number of businesses advertising online kept growing, while the number of people present online remained relatively stable.
What Types of Search Ads Are Most Effective?
We’re using the following 3 types of search ads:
- Responsive Search Ads
- Dynamic Search Ads
- Call-only Ads
Responsive search ads are our default type of ad. Before 2022, there was one more type: expanded search ads, which Google discontinued on June 30, 2022.
What is a responsive search ad?
A responsive search ad is a set of different headlines and descriptions that are automatically mixed and matched to best respond to searcher’s queries. Google’s AI automatically determines which keyword would most efficiently respond to clients’ needs and utilises the best performing pair of headline/description.
What is a dynamic search ad?
A dynamic search ad is based on Google’s Index of your website. In other words, keywords are automatically pulled from the content of your website. Headlines and URLs will be generated automatically and the only thing you will have to provide is ad descriptions.
For dynamic search ads (DSA for short) to be effective, your website content needs to be well optimised – all titles, headlines and product descriptions need to be done properly and contain the keywords you want to appear in search results for.
What is a call-only ad?
A call-only ad is a mobile-only type of google search ads. It allows users to get in touch with the business via the phone by just clicking a phone number that shows up in search results. Again, it’s a mobile-only format, meaning that this type of ad won’t show on desktops.
The convenience of this format is that the click converts into the phone call directly, without the need to visit the website. Generally this type of ad is useful for lead-gen businesses, where users need to talk to a company representative/sales person.
Frequently Asked Questions
Google Search Ads is a part of the Google Ads suite. The latter includes other forms of advertising, including banner ads (display), video ads (YouTube ads) and shopping ads.
The cost per click depends on your niche. For example, in software development, clicks can go as high as $100 per click, while in the niche of apartment rentals cost per click can be around $1 or lower.
Yes, they are very effective because they capture motivated demand. Whether you’re in lead gen or e-commerce, Google search ads are one main ad format.
Google Search Ads complement SEO. Their main advantage is that they can get you results quickly, while with SEO you will need more time to start seeing results.
The key to answering this question lies in such metric as cost per acquisition (CPA). For example, you ran Google Search ads for a month and saw that you need to spend $100 on ads to acquire a customer. At the same time, you know that every client, on average, pays $500 in your store. So, in this case, it makes sense for your business to run Google Search Ads.