The Beginners’ Guide to Google Ads

SEO is one of the major drivers of business success. And if you want your business to succeed, then achieving a good ranking on Search Engines is a must for ensuring visibility.

But trouble is, organic SEO takes time, and for most businesses, time is a resource that is in short supply. True, there are methods that purport to accelerate the perceived rate of SEO success. But these are essentially Black Hat techniques that do more harm than good in the long run.

So, the problem statement becomes like this: you need to climb up the SERPs so that your business gains better visibility. But you can’t wait long enough for SEO to take effect.

So, what do you do?

Maybe you’ve heard of Google Ads? If you have then congratulations! And if you haven’t then don’t worry, today we are going to give you the complete lowdown on Google Ads. After going through this guide, you will have enough information to begin your journey on the Google Ads Platform.

Let’s get going.

What Is Google Ads?

Ads is Google’s online advertising platform that allows businesses to bid for certain search terms. When these search terms are used in Google, the ads which best cater to the users’ needs are shown at the top of the search results.

Google Ads works on a pay-per-click model, i.e. advertisers only have to pay Google when searchers click on the ads. This way advertisers can achieve fast and effective search engine rankings.

The Ads Platform is one of the major channels by which Google makes money from online ads. In 2019 alone, Google’s ad revenue amounted to a staggering 135 billion USD.

The figures alone are enough to portray the fact that Google Ads is currently the largest online ad network available. Using the platform one can advertise on search as well as display networks.

But how does this platform work, and how can you begin your Google Ads journey? That’s exactly what we’re going to discuss next.

How Does Google Ads Work?

Google Ads is an auction-based platform that works based on keyword phrases. Keywords are essentially search-related terms that searchers use in their queries.

Once a search is initiated the Ads system takes time to go through the available collection of advertisements. Once it finds a relevant ad, then that particular one is triggered in response to the search.

The auction system comes in when there are multiple ads in response to a keyword. Then the most relevant ad is selected based on the bid you are making. Note that the largest bid is not necessarily the winner, and even a lower bidding ad with a better Quality Score can get a better ad rank.

Wait, did we just mention Ad Rank?

The Truth About Ad Rank

The ad rank is the determiner of your ad position on the SERPs. The moment your ad is triggered, your ad rank is immediately calculated, and your ad displayed accordingly.

The Ad Rank in Google Ads is determined by two major factors, the maximum bid, and the quality score. The maximum bid signifies the most you are willing to pay Google for a click. But more significant perhaps is the quality score.

It’s estimated that a product of these two factors determines the position your ad appears on the search results. So, by increasing any of these two, your ad stands to get better exposure.

What’s The Quality Score?

The quality score signifies how relevant your ad offering is to the users’ query. Google uses the quality score as a determiner of the user’s probability of clicking the Ad.

Usually calculated on a scale of 1-10, the quality score depends on expected CTR as well as the landing page experience.


Congratulations! You are now equipped with the basics of Google Ads! All you need now is a Google account, and you’re ready to start your Google Ads Campaign.

While a full explanation of the platform is beyond the scope of this post, you can always contact OKdot for more info. Our experts will be happy to answer your queries.


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