If you want to understand how Google Adwords services work, it is first important to know how Google works. Google started as a search engine where people enter keywords into its query bar, and Google will display an ordered list of websites that matches their queries. Nowadays, the main source of revenue for Google is through paid advertising. It was estimated that Google’s 2019 revenue was $162 billion. Nevertheless, Google is mainly used by users as a search engine with an estimated 40,000 search queries every second.
How Google Works and How to Take Advantage of Google Adwords
A person will use Google as a means to get information (informational intent), to find specific websites (navigational intent), to compare different products (commercial intent), and to purchase products or services (transactional intent). Whenever people use Google, it provides you with opportunities to showcase your products and services to help solve their problems. However, it would help if you had a clear strategy on how your website will appear on search engine results pages (SERPs) to be visible to the correct users.
Organic Results in SERPs
Google’s SERP will have different components. Google will show organic results from a query. Organic results will display a list of URLs that Google finds relevant to searchers’ queries. Web Pages that are on top of the organic results list are the URLs that Google deemed as highly relevant, credible, and will most likely provide a solution to the users. Google ranks and displays them on SERPs for free since Google knows that they have higher chances of satisfying a searcher’s query.
You can increase your chances of getting on the first page of SERPs by making sure that your webpage is optimized and has high-quality content. However, getting organic results may take a long time, and it may be necessary for you also to use a paid ad strategy.
Paid Ads
Google’s SERP will also display paid advertisements on top of the organic results list. However, Google will not just display any advertisement. The search engine will still need to run paid ads through their algorithms and then display the ads that match or are relevant to the keywords entered in the query.
If you have a business website, you can accelerate the chances of having your web page visible to people with transactional and commercial intents by using Adwords to appear on top of organic results pages.
Google Adwords
When you use Adwords, you are instructing Google that you want your ads to be displayed on top of the organic search results of relevant keywords. Google will then ask you to pay them a certain amount whenever your ad gets a click-through. The amount that you pay per click will depend on your click bid, the competitiveness of the bidding, and the quality of your ads (Ad Rank).
You can take advantage of Adwords by designing a paid ad campaign or Pay-Per-Click (PPC) to target people who have commercial and transactional intent since they are most likely decided already in purchasing products and will no longer bother to browse through the different URLs belonging on the organic results list.
Is Google Adwords Worth It?
It is estimated that the average click-through-rate (CTR) for Adwords is 2 per cent. This may be small as compared to the 98 per cent of CTRs that organic results get on average. However, if your webpage is not near the first few pages of SERPs for your relevant keywords, then having a PPC or paid ads can give you a start. Think of it this way, if your CTR is 2 per cent and 1000 people search your relevant keywords, then you will get 20 people who will click on your paid ads. If these people already have transactional intent, then they will most likely end up purchasing your products. In the end, you only paid for the 20 clicks.
Hiring Google Adwords services will be beneficial to you if your webpages have yet to reach the first page of SERPs since it is a start to get your brand recognized.
