The Ultimate Google Ads FAQ

1. What is Google Ads?

   Google Ads is an online advertising platform developed by Google, where advertisers pay to display ads to web users. It allows businesses to create and display ads on Google's search engine and other Google properties, as well as on websites and apps across the Google Display Network. Google Ads operates on a pay-per-click (PPC) model, meaning advertisers are charged only when a user clicks on their ad. This platform is highly customizable, allowing businesses to target specific audiences based on keywords, demographics, and other criteria.

2. How does Google Ads work?

   Google Ads works by allowing advertisers to create ads that appear in search results or on websites based on keyword targeting. Advertisers bid on specific keywords, and when a user searches for those keywords, Google's algorithm determines which ads to display based on factors like bid amount, ad relevance, and landing page quality. The ads are then shown to users who are actively searching for products or services related to the targeted keywords. This process ensures that ads are relevant to the user's search intent, increasing the likelihood of conversions.

3. Where are Google Ads displayed?

   Google Ads are displayed in several locations across the internet. They appear on Google search results pages, often at the top or bottom of the page. Additionally, ads are shown on the Google Display Network, which includes millions of websites, apps, and videos. This network allows advertisers to reach users beyond search results, targeting them based on interests, behaviors, or the content they are viewing. Google Ads also appear on YouTube and other Google properties like Gmail and Google Maps.

4. Can I use Google Ads for my small business?

   Yes, Google Ads is suitable for businesses of all sizes, including small businesses. It offers flexible budget options, allowing you to set a daily budget that fits your needs. Google Ads also provides tools to help you target your local audience, making it an effective way to reach potential customers in your area. By focusing on specific keywords and geographic locations, small businesses can efficiently use their marketing budget to drive traffic and sales.

5. Do Google Ads require a website?

   While having a website is recommended for Google Ads, it is not strictly necessary. You can drive traffic to landing pages, app downloads, or even phone calls directly from your ads. However, a website can provide a comprehensive user experience and help convert visitors into customers. For businesses without a website, Google Ads can still be effective by directing users to other online destinations like social media profiles or app stores.

6. How long does it take for Google Ads to start working?

   Google Ads can start showing results shortly after setup, as ads can begin appearing in search results or on the Display Network almost immediately. However, optimizing your campaigns for better performance may take some time. It's important to monitor your ad metrics regularly and make adjustments to improve relevance and conversion rates. Over time, you can refine your targeting, ad copy, and bidding strategies to maximize your ROI.

7. Is Google Ads a form of PPC advertising?

   Yes, Google Ads is a form of pay-per-click (PPC) advertising. This means that advertisers pay each time a user clicks on their ad, rather than paying for ad impressions. The PPC model allows businesses to control their costs and measure the effectiveness of their campaigns based on tangible actions (like clicks or conversions). Google Ads also offers other pricing models, such as cost-per-thousand impressions (CPM) for display ads, but PPC remains the most common.

8. What is the difference between Google Ads and Facebook Ads?

   Google Ads and Facebook Ads are both powerful advertising platforms, but they serve different purposes and target users in different ways. Google Ads focuses on search intent, targeting users who are actively searching for products or services. Facebook Ads, on the other hand, targets users based on interests, behaviors, and demographics, often for brand awareness or retargeting. While Google Ads is ideal for capturing users with high intent, Facebook Ads are better suited for reaching users earlier in the buying cycle.

9. How do I set up a Google Ads campaign?

   Setting up a Google Ads campaign involves several steps. First, you need to create a Google Ads account and select the type of campaign you want to run (e.g., Search, Display, Shopping). Next, you'll set your budget and choose your targeting options, such as keywords, locations, and languages. You'll also need to create ad groups and write compelling ad copy that aligns with your target audience. Finally, you'll set up conversion tracking to measure the effectiveness of your campaign. If you need any help, contact our Google Ads specialists.

10. Should I use broad match or exact match keywords?

    Broad match keywords offer a wider reach by triggering ads for related searches, including synonyms and variations. This can be beneficial for discovering new keywords and expanding your campaign's visibility. Exact match keywords, on the other hand, provide more precise targeting, ensuring that your ads appear only for exact searches or close variants. The choice between broad and exact match depends on your campaign goals: if you're looking for broad reach, broad match might be better; for precise targeting, exact match is preferable.

11. What is Quality Score in Google Ads?

    Quality Score is a metric in Google Ads that measures the relevance and quality of your ads, keywords, and landing pages. It affects your ad position and cost-per-click (CPC), with higher Quality Scores leading to better ad placement and lower costs. Factors influencing Quality Score include expected click-through rate (CTR), ad relevance, and landing page quality. Maintaining a high Quality Score is crucial for maximizing the efficiency of your campaigns.

12. Can I target specific locations with Google Ads?

    Yes, Google Ads allows you to target specific geographic locations. This feature is particularly useful for local businesses or those with regional offerings. You can target by country, region, city, or even specific postal codes. Location targeting helps ensure that your ads are shown to users who are most likely to be interested in your products or services based on their location.

13. How do I measure the success of a Google Ads campaign?

    Measuring the success of a Google Ads campaign involves tracking key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Conversion tracking is essential for understanding whether your ads are driving the desired actions, such as purchases or sign-ups. Regularly reviewing these metrics helps you identify areas for improvement and optimize your campaigns for better results.

14. Is Google Ads effective for brand awareness?

    Yes, Google Ads can be effective for brand awareness. By targeting relevant keywords and demographics, you can increase visibility and reach a large audience. Display Ads, in particular, are well-suited for brand awareness campaigns, allowing you to target users based on interests and behaviors across millions of websites and apps. Additionally, video ads on YouTube can help build brand recognition through engaging storytelling.

15. Do Google Ads support video advertising?

    Yes, Google Ads supports video advertising, primarily through YouTube. Video ads can be displayed before, during, or after YouTube videos, offering a powerful way to engage users through visual storytelling. Video ads are effective for building brand awareness and driving conversions, especially when combined with targeted audience segmentation. Google Ads also offers video ad formats that can appear on other video content across the web.

16. What is remarketing in Google Ads?

    Remarketing in Google Ads involves targeting users who have previously interacted with your website or app. This strategy helps re-engage potential customers who may not have converted initially, increasing the chances of a sale. Remarketing ads are typically shown on the Google Display Network, allowing you to reach users as they browse other websites or apps. By tailoring your messaging to users who have shown interest in your brand, you can encourage them to return and complete a purchase.

17. How do I optimize my Google Ads budget?

    Optimizing your Google Ads budget involves several strategies. First, monitor your campaign performance regularly to identify high-performing keywords and ad groups. Adjust your bids to allocate more budget to these areas. Use automated bidding strategies like Target CPA or Target ROAS to optimize for specific goals. Additionally, ensure that your ad copy and landing pages are relevant and compelling to improve conversion rates and reduce wasted spend.

18. Should I use automated or manual bidding in Google Ads?

    Automated bidding strategies in Google Ads, such as Target CPA or Target ROAS, can be highly effective for optimizing campaign performance. These strategies use machine learning to adjust bids in real-time to meet your specified goals. However, manual bidding offers more control over individual ad groups and keywords, which can be beneficial for specific targeting needs. The choice between automated and manual bidding depends on your campaign goals and the level of control you desire.

19. Can I use Google Ads for mobile app promotion?

    Yes, Google Ads is an effective platform for promoting mobile apps. App promotion campaigns allow you to drive app downloads and engagement by targeting users across Google's properties, including search results, the Display Network, and YouTube. You can also use Google Ads to retarget users who have already installed your app but haven't engaged with it recently. This helps increase app usage and retention.

20. Is Google Ads suitable for e-commerce businesses?

    Yes, Google Ads is highly suitable for e-commerce businesses. Google Shopping Ads, in particular, are designed to showcase products directly in search results, making it easier for users to find and purchase products. By targeting specific keywords and product categories, e-commerce businesses can drive high-intent traffic to their websites, increasing the likelihood of conversions. Additionally, Google Ads offers features like product listing ads and dynamic remarketing to enhance e-commerce marketing strategies.

Our Story

Digital Edge has been 20 years in the making. From humble beginnings in the early days of the web, Rob Porter set out to help businesses exploit the new medium.

Quickly progressing from web design & development to involvement in pretty much all aspects of digital marketing & ecommerce, it was clear his real affinity & skills lay with helping SME's maximise their online enquiries. Here his expertise in search marketing was ground, honed & perfected.

These skills were quickly in demand, and in 2011, a joint venture saw him partner with a larger digital agency to establish their fledgling SEO division and develop it to more than 150 clients.

While the venture was successful, working with such a huge client list felt too impersonal, and lacked the opportunity to get to know each business & really make an impact.

So in 2014 Digital Edge was born, with the aim of going back to basics, with a new ethos:

Serve fewer clients, but serve them better than anyone else can.

"I wanted to offer something truly different. A true “ninja” digital marketing specialist for the SME's , to help those who were poorly served by the generic services of “full service” agencies , large “Yellow” marketing entities, or their web designer whose skills were design, not marketing."

Through incremental gains. Testing. Technology. Obsession to detail. We have our own test sites, so we monitor what's changing in Google. We use the latest technology, and when we can't find anything suitable, we build it ourselves (as in our fraud click detection software for Pay Per Click).

“Nothing excites me more than seeing a surge of enquiries flow to clients, and watch them build & expand their business on the back of it. It might be a one man business, going from an uncertain start to established business, or a start up quickly growing to £10 Million in revenue. Either way, it's equally satisfying, knowing you've helped along their journey.”