Google Ads Explained

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If you’re like most business owners, the idea of running ads on Google is both enticing and intimidating. Chances are, if you do everything correctly, Google Ads could truly transform your business. But any mistake could result in you spending thousands of dollars with disappointing results.

But these risks and rewards do not really describe what this marketing platform is or how it works. Let's go over how it works, how it can benefit you and how you can get started.

 What is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform.

Unlike other PPC platforms, Google Ads, offers advertisers two basic ways to reach people: through the Google Search Network and through the Google Display Network. While both these approaches are functionally very distinct, they both use a PPC bidding system, where those interested in this form of advertising bid to have their ads shown to relevant audiences according to their researches.

Through the Google Search Network you can reach users who are actively searching for the keywords that you’ve selected when your ads get placed on their search results page. If you own a locksmith business, you bid to have your ad show up every time a user types in “Locksmiths in Dublin.” These “text ads” are an excellent opportunity to capture potential clients who are at the research and purchasing stages of the digital sales funnel. Text ads are marked with a small “Ad” tag before the site URL.

The Google Display Network works differently. Instead of showing ads to users who are actively searching for a certain product or service online, display ads or banner ads are placed on websites Google thinks your target will be on.

Since they aren’t actively searching for what you are advertising, the CTR (click to rate) is somewhat low for banner ads. That being said, sometimes people don’t know what they want until they see it, so display ads can help you get in front of potential customers who might never find your company on their own. Or it can be the first stage in creating awareness for a certain product or campaign.

Display ads also work well for re-engagement campaigns. In order to do that, your website must have a tracker that allows you to show these re-marketing ads to people who have already visited your site in the hopes of getting them to come back again. This is called re-targeting and it is usually more efficient than regular display ads.

Should I Give Google Ads a Try?

These days, there are plenty of PPC platforms to choose from. You have the Facebook and Instagram Ads platform, Twitter Ads, etc. In Despite all the competition, Google Ads is still one of the best ways to reach your target audience. Google is by far the platform that has collected more research and data on the subject, in order to develop a product that is good for both advertisers and consumers.

Facebook Ads and other PPC platforms can work wonderfully, depending on the goals and targets of your campaigns. That being said, being able to reach customers who are searching for products, brands and content like yours - which is not an option with most social media PPC platforms - is an exceptional opportunity that is absolutely worth considering. Especially considering how profitable it can be. It could give you the opportunity to make some easy sales before your competitor does.

Is Google Ads expensive?

Google Ads works with all types of budgets, but in order to get the most from your campaign it is necessary to invest a high budget into your Google Ads. A well thought out, optimized Google Ads campaign is well worth the investment.The key here is to put together a well-designed Google Ads campaign.

If your Google Ads campaigns are well-targeted, optimized correctly and have an appropriate CPC bid, you’ll be able to show focused ads to responsive niches within your target audience, and you’re close to guarantee a positive ROI.

If the campaigns aren’t properly optimized or targeted, however, you could end up spending a lot on clicks that never actually convert. This is where most businesses go wrong—they don’t take the time to create campaigns that specifically target and attract the right people. This can require some time to think things though, research keywords, optimize the structure of the ad, have well structured copy, and make the best use of all the options the service provides.

What you actually spend will depend on a lot of factors in the bidding system, including: the specific keywords you choose, how much competition you have in the network (peak times of the year can cause big increases in cost for example).

This is why it is important to know what you are doing, and if you are unsure, it is best to hand it over to someone who does such as us Adfront.

What you actually spend will depend on a lot of factors in the bidding system, including: the specific keywords you choose, how much competition you have in the network (peak times of the year can cause big increases in cost for example).

That being said, while you do pay for every click on an Google Ad, if you’re making €5-10 or more for every dollar you spend on Google Ads, that’s a pretty good investment.


Google Ads can be a big investment, both in time and money, but it’s worth your while.

The search network can make sure your ads rank well in search engine result pages of users who are looking for brands like yours, and the display network can be used for re-engagement or discovering campaigns.

Though it can seem complex, there’s a lot to gain from using it, and it’s absolutely possible to run profitable campaigns with low CPCs even if you have a marketing budget.

Let Adfront Help

We know that for a small company starting off advertising can be daunting. Adfront specialises in digital marketing products. We can help create and optimise your Google Ad campaigns, allowing your company to gain more traffic, sales and engagement.  

Why not call us today?