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If you’re looking to promote your offers to your target audience, Google Ads could be the perfect tool for you.

What is Google Ads? It’s Google’s online advertising platform that allows you to create online ads to reach audiences who are interested in the products and services you offer. This runs on a Pay-per-click (PPC) basis so you pay every time a visitor clicks on your ad.

Google ads allows you to reach an international audience and reach people that are actually likely to be interested using personalisation and segmentation.

Google Ads platform can be thought of as an online marketplace. Businesses pay to have their ads ranked at the top of the search results page or displayed prominently on other websites.
Google Ads (previously known as AdWords) updated its brand name and some of its advertising capabilities in 2018. This updated platform merges multiple marketing capacities to deliver more accurate insights to audiences through machine learning and AI.

How does Google Ads work?
Google Ads operate on what can essentially be called an auction system. A user types a query in the search engine Google goes through the platform’s advertisers pool and decides whether there should be an auction. If more than one advertiser is bidding on a keyword, which Google decides is relevant to the user’s search query, an auction is automatically triggered.

It’s important to note that keywords are not necessarily search queries. Specific keywords such as ‘time management tools’ may be entered into the auction for a large number of search queries, such as ‘Saas tools for time management’ or ‘Tools to save time’.
Google advertisers bid on the keywords, not the search queries. Not only do they decide how much they want to spend, they also have the ability to create keywords groups that are then paired with ads and post-click landing pages that correspond with the keywords.
Google enters the keyword that seems the most relevant into the auction with the maximum bid you’ve set along with the specific ad and this is what the user sees.

Users looking to get a high quality score and improve Ad Rank need to understand that it is extremely important to take care of keyword, ad and post-click landing page relevance as well as to set an appropriate maximum bid for their campaigns.