Google Ads or PPC

What is Google Ads or PPC and how does it work?

Google ads (earlier known as Google Adwords) or PPC (Pay Per Click): It is a service provided by Google, which allows you to place your website in search engine result page (SERP) on top by paying to Google.

In this, there is no need to wait for your new website to rank organically in the SERP. By using Google ads or PPC you can immediately see the results or rank your website on top in SERP.


Paid or Inorganic Search

Paid search is used for advertising within the listing of search engines. These searches normally appear at the top of the SERP or at the right side, these results look more like organic results. Google please a small Ad label on them.

Google is not the only platform where you can do this, Bing search also run ads on its search engine it is called Bing Network.

Google Ads

How Google Ads work:

Basics principles or points on which Google Ads or PPC runs are:

  1. Keyword research
  2. Account setup
  3. Landing page
  4. Ad creation
  5. Campaign launch
  6. Tracking
  7. Monitor performance
  8. Campaign assessment
  9. Analysis and feedback


Let’s discuss all the points in brief:

  1. Keyword Research: The first thing for Google Ads or PPC is keyword research, find out keywords people are using to search for your businesses.

You are not the only company that is serving those keyword people are searching. Competitors are also bidding for the same keywords.

If you want to appear in the searches or ads, you have to bid for the keywords against other competitors, on how much you’re will to pay for Google Ads or PPC every time a click happens to your ads.

The more spend on pay per click, the more chances your ad will appear in the search that is why it is often called Pay-Per-click or PPC.

However, the appearance of ads does not depend on how the highest bid you did. To determine which position your ad appears in the SERP and whether it is shown or not it depends on a factor called “Ad Rank”.

Ad Rank is calculated on factors like quality of your ads and landing page, ad extensions, keyword search, and ad relevancy, etc.

Bidding can be done in two ways: Automated or Manual


  1. Account setup: To run Ads on Google you need to create an account on Google Ads. Once you create the account you need to connect that account with your website and install Ads account tag, this can be done in WordPress easily if you know how to work on WordPress or you need to take the help of a developer. Connecting your Google Ads account and your website helps you in analysis later.


  1. Landing page: To run an ad you need to have a landing page on which the searcher would reach after clicking your ad. It is very important that the landing page does not have any diversion link to some other page, it should have a CTA (call to action) button, most important is a landing page that is relevant to your ad.


  1. Ad creation: In ad creation, you can create different ad groups in a single ad campaign and in different ad groups, multiple ads.

When the keyword research is done, the account is set up, and the landing page is ready it is time to create the Google ad or PPC. It is very important that the ad is relevant to the keywords you selected.

Describe the ad very carefully users read it after research than proceed to click on the link. Ad extensions, call out extension, Links, etc. all these factors helps in the Ad ranks.

It is better to create multiple ads in a single campaign so that the performing ads can be continued and nonperforming ads are discontinued.


  1. Campaign launch: Once you are ready with the ad it is time to launch the Google Ads or PPC


  1. Tracking: If you created a conversion action on Google Ads account, you got a tracking tag that is installed on your website. This tag tracks the number of clicks your ad received and completes the action.


  1. Monitor performance: Performance monitoring is very essential. Performance parameter can be:
    • Status whether your ad is running or not
    • CTR (click-through-rate)
    • The quality score of your ad
    • Conversion
    • Impressions


  1. Campaign assessment: Examine your campaign implementation, measure your efforts, and the output you received.  Assesses the outcome in the targeted audiences which comes from campaign strategy and activities.

Which ads are non-performing or fewer performance ads can be stopped and all the budget can be diverted to performing ads.


  1. Analysis and feedback: after the campaign is over it is time to do the analysis of the campaign. Which can be monitor by:
    • Click-through rates
    • Impressions
    • Average CPC (cost per click)
    • Which ads are performing and which are not performing. Analyses the reason why ads are not performing. This helps in future campaigns
    • Performing and non-performing keywords

These are a few points about how Google Ads or PPC works in brief. We will discuss all these points in detail in the future.

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