Advertising With Google

  • Introduction

  • How it Works

  • Advantages

  • Results Page

  • Mobile and Desktop

  • Price

  • Set Up and Start

  • Effective Advertising

  • Analysis

  • Conclusion


Google advertising enables you to market your business and services/products to those who matter; those who are searching for businesses similar to yours.


Google is one of the most popular places people turn to when seeking something


This is because it gives people instant answers and tells people what they want to know. When you advertise on Google, you’re more than likely going to appear at the top (or the bottom) of the search results; hopefully, giving people the results they want straight away without having to search through pages for them.

Advertising with Google means you’re going to reach a wider audience, much more often. It gives your business website a chance to gain the popularity it deserves.

How it Works

As mentioned, advertising on Google is all about a potential customer making a search for a business or service/product similar to yours. When people search for a key word, term or phrase, Google will show them relevant ads to the words used in the search.


To be shown on the results page of these searches, businesses must bid on certain keywords that they think will be popular


It’s dependent on how much your business bids on these keywords compared to other businesses that have also bid on the same keywords. Google also factors in how relevant and how high the quality is of both your advert and your website.


There are three main advantages of advertising on Google…


Searchers are local and in the moment

By this, we mean that those searching are typically local and/or searching for something at that exact moment, day, week, month, etc. What they are searching for, they want or need. Due to this want or need, it can be something they need to do or visit, which means you can target them through location. This means that only people in a certain area can see your ad, and if someone is using that area in a keyword search, you’re more than likely going to appear. It essentially means you’re taking it one step further to ensure you reach your desired audience.


Only pay if someone clicks

With Google advertising, you only pay if someone clicks on it. Google uses pay-per-click, with means you will only pay for the advert if someone searches for the keyword or phrase you have a bid on and actually clicks on it. This is where you can determine how much you are willing to pay for each click, and set your maximum daily budget.


Advanced tracking ability

Google AdWords dashboard allows you to; track how many people see your ad, how many people click on it and how many take an action on your website. Tracking all of these allows you to see what is not effective in your strategy and what you need to change to improve the performance overall.

Results Page

So, how does Google determine whether your ad will be shown on the results page? It uses three things…



As mentioned previously, the bid is essentially the price you’re willing to pay for a click on your ad. You will be bidding against other websites on keywords that you think your potential customers will be searching.


Quality and relevance of the ad

This may be an obvious one, but your ad must be relevant to the search to be shown. When your ad is relevant to the search being made, Google will show your ad. Your ad must also be of high quality.


Landing page experience

If someone clicks on your ad and is taken to a landing page, it must be relevant. It must hold similar and relevant content to the ad itself and include keywords used in the search.

Mobile and Desktop

With Google, your ads can be either mobile or desktop. They are both quite similar; displaying ads at the top and bottom, with bidding on keywords working the same for both. More than half of Google’s searches are actually done for mobile devices, so it’s important to venture into the mobile advertising side of Google.


The differences between mobile and desktop advertising are… 

Less space 

On mobile, there is much less space so you will need to make sure you make your message is straight to the point and obvious. 

On the go

Often, people on mobiles are on the go or browsing quickly so you will need to tailor your message more and make it more concise for people to read and digest easily.


It can be important to experiment with both and determine which works best. Dependent on the business you run, one will perform better than the other and without experimenting you’re not going to be able to determine this.


With Google, the cost per click of an advert depends solely on how much you actually bid on certain keywords.


The cost will range greatly dependent on the market you’re in; if there are a lot of other businesses willing to pay high prices for keywords


E.g. if you’re a very small business, the only one in your town, you may get away with paying less than £1 per click and still be shown, but if your business mixes in with very popular ones such as dentists in a city centre, you will most likely have to pay more to be seen.

Google advertising price is completely variable and dependent on the situation your business is in.

Set Up and Start

Before you begin advertising on Google, you need your own Google account with an email address and a website. Then you can get started…


Set your budget

The first step to take is to set your daily budget. When starting out, maybe start quite low to get comfortable with what you’re doing. You can change this budget amount once you determine how much you will have to bid per keyword. Google will make sure you won’t exceed this daily budget and spend more than you can afford.


Set your location

Google then lets you decide on what location you want your ads shown. You can make sure you only reach local people or people of a certain area, rather than reaching people who are too far away to even be a potential customer. It ensures you’re reaching the right people.


Choose a network

You will then get the choice between your ads being shown on Google’s result pages or on Google content sites too, which will mean your ad will show up on sites such as YouTube and Gmail.


Choose your keywords

This is probably one of the most important sections; choosing your keywords. These keywords are the words that will make your ad appear in searches. Google will suggest keywords based on your website, and also has a tool that will help you accumulate more ideas from keywords you’ve already got.

There are actually 4 different keyword matching options for you to choose from…


Broad match

This is the default match; it will reach the widest audience out of all the options. A broad match essentially means not all the keywords have to be in the search for your ad to show; it appears when a search includes any of your keywords in any order. This can be seen as a negative as your advert may come up in a random keyword search that isn’t too relevant.


Broad match modifier

Choosing this option gives you a little more control. It enables you to lock certain keywords into place by using the + in front of the keyword. This indicates to Google that in order for your ad to show up, a search has to include that certain word or phrase.


Phrase match

Phrase match means searches made by people need to be in the same order as your keywords in order to make your ad appear. However, there can be other words include before or after; it just has to remain in the same order. A phrase match is indicated by using quotation marks [“] around the phrase.


Exact match

This is the strictest match. To make your ad appear, a person will have to search the exact keywords, in the same order, with no extra words, etc. To show Google you want to use an exact match, you have to put brackets around the phrase, e.g. [text].


Set your bid

As mentioned, the bid is how much you’re willing to pay each time someone clicks on your ad. You bid these keywords against other websites in order for your ad to appear on the results page. Therefore, if a website has an equally relevant ad to the search being made and is willing to pay more per click, their ad is going to show higher. Google’s keyword planner shows you just how much you will need to bid per keyword.


Write your ad 

The final step to take is, obviously, writing your ad. You are given boxes for your landing page URL, two headlines and a description. There is a limited number of characters so you may have to take some time to perfect your description.



Effective Advertising

There are many ways you can make sure you’re advertising effectively on Google…


Use keywords in your ad 

This is an obvious. You need to use keywords in your ad to ensure you’re shown in relevant keyword search results.


Use local keywords 

This essentially means using keywords to indicate you’re a local business or are situated locally. It makes your business and ad even more relevant - especially if someone searches for a business and specifies location.  


Clearly state who you are and what you do

When your ad appears in a search result, people need to immediately know who you are and what you offer. Without stating this, people aren’t going to be as interested as they don’t really know why you’re in the search results.


Show what makes you unique

Once you’ve shown them who you are, it’s about showing them why you’re unique and why they should choose you. You have to show them this in a concise manner and make your ad persuading and enticing.


Have a clear call to action 

Call to actions are always great ways of ensuring viewers of the ad or any content take an action rather than just read something and find it nice. Having a clear call to action gives them next steps and guides them along the way.


Include a promotion

Promotions work. Promotions entice people and grab their attention. When people see promotions; they want to exploit it and take advantage of it. They don’t want to feel as though they’re missing out. Give a promotion in your ad and see the benefits.




An important thing to do in any situation, in anything your business does, is analyse. You need to remember to analyse and evaluate how certain things are performing and if they’re worth it.

With Google, it will give a quality score to each of your keywords. This is based on:


Expected click through rate; how likely someone is to click on your ad

Ad relevance; how closely the keyword is related to your ad

Landing page experience; how closely the keyword is related to the landing page your ad links to


This quality score is shown on the keywords tab on your account, under the “quality score” column. Google will multiply your quality score with your bid to determine where your ad will rank. For example, if your quality score is 0.9 and your bid is £1; you will rank higher than someone with a quality score of 0.4 even if they bid £2.


There are plenty of other metrics to follow and statistics on your ad that allow you to see how it’s actually performing. These include…



Impressions are each time your ad actually appears on a page. A low number of impressions means that your ad isn’t appearing as much as it should; thus meaning no one is seeing your ad. No one seeing your ad means you’ll acquire no business or exposure from it.


Click through rate 

A click through rate on an ad is the number of clicks divided by the number of impressions. It is displayed as a percentage and lets you know how many people who are seeing your ad actually click through. Click through rates are not always high, but anything less than 1% is something to worry about.


Average cost per click

Cost per click is the total amount paid for your ad divided by the total number of clicks. It lets you know what you’re paying each time someone clicks. Determining whether your cost per click is dependent on the rate at which people take to purchase something or convert.




Advertising on Google isn’t necessarily an easy thing. There are a lot more aspects to it than mentioned here; this is just a brief overview of the basics to begin advertising on Google.

It can be a very beneficial thing to do, but you must get it right.


You’ve got to experiment and determine the best route for you to go down and see what works for you


You should constantly be updating your strategy to fit with your performance and to try and improve it. It’s important to always keep track of what you’re doing and make sure you have a clear idea of what your potential audience search for, are interested by and what makes them click through. As well as this, you need to know what stops them from converting once on your website, and if it’s something you can improve to get more conversions and potential customers.

Google advertising is an ongoing experiment. It’s about trying and testing, seeing what works, seeing what gets you the most exposure and highest amount of clicks. Always aim for the best performance, not just an okay performance.

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