Google Ads, formerly referred to as AdWords, is a game changer for online advertising. Developed by Google, the platform allows businesses to reach their target audience by displaying ads on Google’s search engine results pages and on all  websites that are part of the Google Network. The ads appear as sponsored results at the top or bottom of the SERP and are designed to help businesses reach potential customers who are searching for products or services related to their business.

Google Ads operates on a pay-per-click (PPC) model, which means that businesses are only charged when a user clicks on one of their ads. This means that businesses only pay for the ad when a user actually engages with it, making it a cost-effective way for businesses to reach a large audience. Advertisers bid on keywords that they believe users will search for, and the highest bidder for a particular keyword gets their ad displayed at the top of the SERP for that keyword.

To get started with Google Ads, businesses must first create an account and set up a campaign. The campaign has the option to create groups of ads that has a similar theme or goal can be created through ad groups. Each ad group contains one or more ads and a set of keywords that the ads will be triggered by. Ads can be set up  to target specific geographic locations, languages, or devices as per the business needs. They can also set a budget for their campaign and choose to pay on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis.

The process of creating and running a Google Ads campaign can be broken down into several steps:

1. Account creation: The first step is to create a Google Ads account. Head to the Google Ads website and you will receive prompts to set up an account.
2. Campaign creation: Once the account is set up, businesses can create a campaign. A campaign is the highest level of organization within a Google Ads account, and it allows businesses to group their ads and settings together.
3. Ad group creation: Within a campaign, businesses can create ad groups. Ad group’s usually consist of ad’s that has similar these or goals. Each ad group contains one or more ads and a set of keywords that the ads will be triggered by.
4. Keyword research: Before creating ads, businesses should conduct proper keyword research to determine the most relevant keywords for their business and the products or services they offer. Users enter keywords as a part of search query these terms or phrases triggers the display of ads as per the set rules.
5. Ad creation: Once the keywords have been identified, businesses can create ads. Headline, description, and a display URL mostly make up the Ads . A well-written and engaging ad copy description is what ensures that the AD is clicked..
6. Targeting:  Ad’s can be created to target specific geographic locations, languages, devices etc as per the need of the customer. They can also set a budget for their campaign and choose to pay on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis.
7. Monitoring and optimization: Monitoring performance and making adjustments as required takes up a large part of Ad posting.  Detailed analytics and performance reports are available in Google Ad’s. Businesses can use this to make changes  to keywords or ad copy as and required to improve performance.

Google has the advantage  of popularity of it’s search engine and thus Google Ads can reach a large and targeted audience. With over 3.5 billion searches conducted on Google every day, businesses have the opportunity to reach a huge number of potential customers. With Google Ad’s,  analytics and reports on performance offer users the way to amend their activities.

Proper keyword research and choice of  the right keywords and their relevancy to your business and the products or services is to be ensured to create the best optimized version of Ad’s for your Business. The other part is a  well-written and engaging ad copy that can engage and capture the interest of customers.

By conducting proper keyword research, creating engaging ad copy, and regularly monitoring and adjusting your campaign, you can use Google Ads to effectively promote your business and drive more sales and leads.