Why Use Google Ads?

Paid Search Marketing refers to the adverts which appear next to the natural search results in search engines like Google and Bing. Typically, the adverts are charged on a pay-per-click basis, meaning that the advertiser only pays when a user clicks on an advert and goes to the advertiser’s site, not just when the advert […]

Targeting, Structuring and Organising Google Ads Campaigns

Targeting Google Ads enables advertisers to create highly targeted ads by adjusting for many aspects of user behaviour. An advertiser can optimise campaigns by changing bids based on performance and excluding unprofitable segments. Options include: Networks. Ads always display on Google search, but the advertiser can also select Google search partners and Google display network. […]

Measuring Google Ads Campaign Performance

There is little point in running any advertising campaign if you do not track its effectiveness and act on this information. One of Paid Search advertising’s great benefits is that it is highly trackable and return on investment can be calculated in a way that is just not possible with most traditional forms of advertising. […]

Google Ads Budgets and Bidding

Budgets Budgets on Google ads are set at a daily level, averaged over a month, i.e., some days you may be under your daily budget and some days above, but over a month, you will not overspend. A Shared Budget option allows you to distribute one budget across multiple campaigns, with Google automatically adjusting the […]

How Google Ads Work

To place an advert, an advertiser specifies a list of keywords (or sometimes landing pages or products) for which they want the advert to appear, the advert’s content and the price they are willing to pay for a click. Google displays a list of adverts next to the natural search results triggered by keywords in […]

Paid Search Fundamentals

When users search on Google, it will generate natural and Paid Search results. Both results are ranked with the most prestigious position at the top. If a user clicks on a Paid Search result, they are taken to the advertiser’s website, and the advertiser is charged. As the advertiser is only charged when an advert […]