Advertising on Google is one of the best decisions you can make to expand your reach, find new customers, and grow your business. Google Ads (formerly known as Google AdWords) is the world’s largest and most widely used online advertising platform, and by advertising on Google, your business can reach a potential audience of millions.
How Advertising on Google Works
Google Ads functions as an auction, but unlike a regular auction, it’s not just your bid that matters – the auction takes the quality and relevance of your ad campaigns into account. This means that the playing field is level for everybody, not only those advertisers with the deepest pockets.
The Google Ads auction is centered around the concept of keywords. Advertisers identify keywords that are relevant to their business – and that searchers are likely to use when trying to find something – and bid on them, stating how much they are willing to pay each time a Google user clicks on their ad. This is where the term “pay-per-click advertising” comes from.
The ad auction takes place every single time a searcher enters a keyword into Google, meaning that every single search for keywords you’re bidding on represents an opportunity for your ads to be shown to prospective new customers. And since those prospects are actively looking for what you’re selling, you’ll be showing up at the exact right moment. This is what makes advertising on Google so powerful, and one of the best ways to grow your business.
How to Advertise on Google
Advertising on Google requires a Google Ads account, which is free to create. Once you’ve opened your account, it’s time to figure out how to use Google Ads to grow your business!
The following is a ten-step process for advertising on Google:
- Establish your account goals
- Determine your audience
- Conduct keyword research
- Set budgets and bids
- Build your optimal account structure
- Write high-performing ads
- Create effective landing pages
- Implement conversion tracking
- Grow your remarketing lists
- Make optimization a habit
