Google Ads is an advertising platform that allows you to run an advertising campaign that is displayed across Google’s network of sites, including YouTube and the Google Display Network. It allows you to set up advertisements with a call-to-action, such as a visit to your website, or calls to a provided telephone number and is billed on a pay-per-click (PPC) basis.
How does Google Ads work?
There are different formats for Google Ads, including text ads and video ads. Links can be added to your website and buttons can be included to direct your audience to call a telephone number you provide. These ads will display across sectors of the Google Display Network relevant to your ads, based on keywords that you provide describing the nature of your ad. For example, ads for an eCommerce store may be displayed at the top of Google search results for keywords relating to your ad, or on YouTube videos featuring related content. They may also appear on other websites if they have Google AdSense installed and are monetising their web content.
How much does Google Ads cost?
Google Ads has a scalable pricing scheme based on the cost per click, which will include visits to your website and calls via the ad. You are able to set a fixed maximum cost per month for your ad campaign, which will then show until the upper limit is reached. The average typical cost per click is £1.95, but does vary depending on the platform in which the ad appears, with Google Ads Search Network being more expensive than their Display Network and Shopping Network.
What can Google Ads do?
In addition to simply displaying paid advertisements across a range of websites, it is also possible to link your Google Ads account to a Google Analytics account, allowing you to see more in-depth statistics relating to your campaign’s demographic, such as the location of your web traffic, basic information about your audience (such as their age and sex), most popular date ranges and times of day for engagement with your ads and with searches that lead your audience to them. This allows you to tailor your ad campaign to your target audience more effectively.
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