Google Ads Explained


Google Ads Explained

With a great Google Ads strategy, you can increase your company’s reach and have measurable results comparatively quickly. It is one of the most flexible and targeted marketing avenues available to marketers today. With the myriad of options available to you as the marketer, you can make your ads engaging which leads to a better conversion rate. Plus your competitors are already using Google Ads.Thus it will pay to understand Google Ads and to use them. 

In this article, we explain what Google Ads are and why they will be useful to you. Read more to get the latest information on Google Ads from DMM.


Every day there are 5.5 billion searches on Google, which means there are 63 000 search queries per second. Google ads can drive relevant, qualified traffic to your website exactly when people are searching for the types of products or services your business offers. While there are other search engines and other search advertisement platforms, Google still holds a 90% market share in the search engine market. Therefore it is highly impactful to pay attention to Google and Google Ads. 

What Are Google Ads (Previously called AdWords)?

The Google Ads platform is a pay per click tool provided by Google that allows you to build advertisements on their networks. These ads will appear in various formats on the Google Search Network and Display Network alongside the organic search results. Ads are triggered by the targeted keywords that you build into your ad campaigns. However, it is worth remembering that you are competing with other businesses that are also targeting the same keywords in an auction. To win the auction for each search, you have to outperform your competition. The auction winner is calculated with the AdRank Formula: Ad Rank = CPC Bid x Quality Score. Your Quality Score affects your eventual Cost Per Click (CPC) and is determined by the following:

  • Expected Click-Through Rate 
  • Ad Relevance (how your ad matches the search intent of the user)
  • Landing Page Experience 

So you can see winning a Google Ads auction is not a question of bidding higher than your competition. In fact, working on the Quality Score can help you decrease the total CPC that you pay per month. While the expected click-through rate is highly dependent on Google’s algorithms and the user, you can control the ad relevance and landing page experience scores. Ad relevance can be improved through evaluating your keywords and refining when, where and how your ads display. The Landing Page Experience can be improved by working on your website’s SEO with an SEO expert. 

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What does a Google Ad look like?

There are various formats that your Google Ads can take. Text ads and image ads are used across the Search Network and the Display Network. Another image ad application is the Shopping Ad which is a more specialized ad, and ideal for Woocommerce websites or other Shopping Websites. Remarketing is available on Google Ads, which normally takes the form of an image ad. Here are some examples:

Search Network text ads on desktop and mobile

Text adsMobile text ads

Display Network with images eg. banner ads and image ads

Banner adDisplay Ad

Shopping Ads

Shopping Ads

This is what a search results page might look like for your search terms. You will see the Ads displayed in the first four slots. On the right you will see the shopping ads, which is indicated as Sponsored in the top right corner. Then the map displays all results which are listed on Google Places. After that only will you see the organic search listings. 


Should I be using Google Ads?

Google Ads is a highly targeted platform. Google is the number one search engine worldwide for some very good reasons. Targeting on this platform far outperforms others such as Facebook Ads or Yahoo Ads. It is highly profitable to target customers who are searching for products, brands and content like yours. It gives you the opportunity to easily reach markets and potential customers that you don’t even know exist, and who don’t know you exist yet. 

Google Ads with DMM

Advertising on Google Ads with DMM can be extremely beneficial for any company with the right strategy. Google Ads can be a time-consuming and complicated platform to get right. We are Google Certified Partners with years of experience and daily hands-on interaction with the platform. 

DMM works with you to evaluate your keywords, ads and campaigns to optimize your spend on Google Ads. We monitor constantly and make sure that your account is performing at optimum levels. We report the statistics that mean the most to you. No vanity metrics here! 

Google Ads can be a full-time job, but we make your advertising effortless for you. 

Speak to DMM today to get your Google Ads started.