It has two parts, search network advertising (where ads appear on search engines) and display network advertising (where ads appear on Google’s partner websites) Google Ads also has a “remarketing” where display ads can follow people around the internet following a visit to the website (via the use of cookies).
Google Ads is designed to send immediate relevant search traffic to an advertiser’s website. The traffic sent is based around keyword parameters to ensure search traffic is relevant. The ad copy used in ad campaigns is controlled 100% by the advertiser, so the advertisers’ sales story can be effectively started in Google Ads. The advertising budget is customizable and can be updated in real time, ensuring it stays within the advertisers budgetary constraints.
Bid price (per keyword) Quality of ad copy (measured CTR) Quality score of destination page
Google Ads is a service based around an advertising spend. Real success is achieved when the ROI of the advertising exceeds the cost. IE. the advertising produces profitable business. To achieve this, the following typically occurs:
Your Ads budget is being fully spent and in a way that your defined objectives are being most effectively achieved. Over time, the goal metrics are being more cost-effectively achieved through relationship management, you also recognize a real return to your business; over and above the total spend of the campaign and management fee thereof.
Campaign reporting is very sophisticated ensuring the advertiser can see what elements of the campaign are working and which are not. This provides the opportunity for ongoing optimization of the campaign against the desired.
