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Google ads

Beginner’s Guide for Google Ads

This article paints a brief picture for beginners to attain on-surface knowledge about what Google ads are, how Google ads work, types of Google ads campaigns, and 5 reasons why you should start using Google Ads now!

While search engines like Google open a vault of opportunities, you can’t cut corners or expect beelines for success on the internet, especially in today’s competitive world. But there are ways for success nonetheless. And one such pathway or skill to master is to master Google ads.

What are Google ads?


Formerly known as Google AdWords, Google Ads is an online advertising platform, bid-based, which includes text format, search engine ads, video ads, banner ads, YouTube ads, and many more.


Anyone who has used Google for searching a product, or to gather information about something would have come across Google ads, on the very top of the search results with a bolded text on the right-hand side of the screen reading ‘sponsored’.

How do Google ads Work?

Google ads work through a bidding system, where advertisers bid on keywords related to their business. When you as a user search for those keywords, ads are displayed, along with the search results on the page.  


Now coming to the business side of the ads. Google works on a pay-per-action pricing model, which means for each action taken by a user, you as an advertiser pay Google.

These ‘actions’ are the terms that you specify to Google when you showcase your business or advertise. These are what professionals call ‘bidding options’.

The three main bidding options are:

Cost-per-click (CPC)

Each time a user clicks on your ad, you pay a certain amount.

Cost-per-Mille (CPM)

You pay for each one thousand impressions of your ads.

Cost-per-engagement (CPE)

You pay when a user engages with your ad content and performs an action like signing up on your website, or watching a video, etc.

Types of Google Ads


Let’s discuss some of the popular ad types and campaigns that you can find on Google.  

  1.   Video ads

Search ads


Search ads or website ads, as mentioned earlier, are ads that appear when a search is triggered, with a ‘sponsored’ tag attached to it. These ads are usually text-based and are displayed at the top and bottom of the search results page.


These ads are designed in such a way that they are a relevant fit to the user’s search query and often include a headline, description, and link to the advertiser’s website.

Display Ads


Display ads are graphical ads that appear on websites, apps, or social media and digital platforms. These platforms partner with Google to host ads through a program called ‘Google Adsense’ which pays the platforms for displaying the ads.


Unlike search ads which are triggered by specific search queries, display ads are targeted based on factors like demographics, interests, and browsing behaviour, meaning the ads displayed are unique to the individual based on his behaviour patterns on Google.

Shopping Ads


Shopping ads are ads that allow businesses to directly showcase their products on the Search Engine Results Page.  When users search for products on Google, shopping ads appear on top or alongside search results with the image of the product, its price, and other relevant information.


Google Shopping Ads work on a Pay-Per-Click (PPC) model, where advertisers pay for each click on the ad.

Video Ads


Video Ads are those video clips that you come across, that promote a product or a service typically on streaming services like YouTube. These ads engage viewers both visibly and audibly, allowing businesses to convey their message to their targeted audience based on demographics, interests, and behaviours.

Benefits of Google Ads


Targeted Reach: Reach customers precisely when they’re searching for something related to your business.


Cost Control: Set your own budget and pay only when users make a specific action.


Brand Visibility : Boost visibility and awareness by appearing at the top of the SERP.


Quick Impact: Launching ads, reaching customers, and conversions are all instantaneous.


Measurable Results: Access detailed analytics and performance metrics to track ROI and optimise campaigns for better results.

Google Ads have catapulted many businesses and scaled them to heights traditional store owners never even dreamt of. So hopping onboard the sail and riding the trend might just be the breakthrough that you were hoping for. Take the first step towards success with nxuniq – the top choice for the Best Google Ads agency in Bangalore