Google Ads is an auction-based advertising system that allows you to bid on the placement of ads on Google properties or on the websites of publisher partners within the Display Network. Match types give you a little leeway when it comes to selecting keywords, since they tell Google if you want a search query to match exactly or if your ad should be shown to anyone with a semi-related search query. As a result, your company will appear on the search engine results page (SERP) the moment your ideal customers search for products and services like yours through Google Search or Google Maps. Not to mention that the Google Ads platform has existed for almost two decades, which gives it a certain age and authority in paid advertising.
These are services that it's likely that someone won't pay for while reading a blog article or browsing Facebook and, by chance, seeing your display ad. Appearing in organic search results like Google's is free, and making changes to improve the SEO of your website can have a big impact on your search ranking over time. The main difference between Google search ads and display ads is that search ads are a form of “attraction”, while display ads are “push advertising”. The reason why search ads tend to generate more conversions than display ads is because the Search Network connects advertisers with people who are actively searching for products with greater intent, so they are naturally more likely to convert.
A PPC agency, such as WebFX, develops, launches and manages your paid advertising campaigns on platforms such as Google Ads and Microsoft Advertising, in addition to helping to improve your Google Ads optimization score.
Paid searchadvertising is one of the most popular forms of PPC advertising in which brands They pay (using an auction-based model) so that their ads are displayed above and below organic search engine results when users search for certain keywords. When advertising on the Google Display Network, advertisers can pay according to the CPC and the CPM, but they can also pay according to the CPV (cost per view) and the CPA (cost per acquisition). Although Google display advertising still originates from the Google Ads interface, display ads work very differently from paid search ads.
This is because Google's main goal is to show the most relevant results to users, even when you pay. If you use PPC to advertise your products or services, Google Ads should be part of your payment strategy, there's no way around it (except maybe Facebook Ads, but that's another article). Google is a resource used by people around the world to ask questions answered with a combination of paid ads and organic results. In other words, search ads are only shown to those who are already searching for your product or service, while display ads are paid locations that appear based on various targeting parameters.
As you can see, setting up your paid campaigns on Google is relatively easy (and fast), especially since the platform guides you through the settings and provides you with useful tips along the way.