Thank you for taking the time to check out my post, Want me to audit your campaigns on Google and Facebook?
Thank you for taking the time to check out my post, Want me to audit your campaigns on Google and Facebook?
Search Advertising works, when you search with a specific search term or query. You must have searched so many things not just on Google Search Engine but also on another search engine.
Whatever you search, Google will show the ad related to your query, here Google tries to understand your search term and try to show you the most relevant ad so that Google can expect some conversion from you.
Google also tries to satisfy its users so that it can be a user-friendly search engine. On the other hand, Google takes care of that business too which is using Google as an advertising platform.
You must have noticed that Google is user-oriented and always tries to show relevant results. It is also important from the lens of the advertiser that he/she should showcase the relevant product or service to get the best result.
Let’s assume you are selling T-Shirts for men on your Shopify store, but your ads appear on the search engine when the user is searching for Handbags for Ladies.
So you won’t get any customers from Google and your marketing budget will go to waste.
If you want to know other types of Google Ads, then you can check this blog.
When you search for a product or service online, Google (or any other search-engine provider) shows you a results page that includes both organic and sponsored results. The search engines usually indicate which results are sponsored and which are not. In Google Search results, the top few entries are typically sponsored, and some also appear at the bottom of the page. Currently, Google identifies paid search results with a small green “Ad” symbol, making it clear that they are not organic. In the past, Google used different backgrounds (yellow, blue) and yellow-colored “Ad” icons to distinguish sponsored results.
Most search-engine companies provide platforms enabling advertisers to showcase search advertising in their results (Google utilizes AdWords, Bing uses Bing Ads, etc.). Capitalizing on their extensive user base and user intent, search providers find this a natural avenue.
Although Google dominates the search ad market, a comprehensive search-marketing strategy should encompass displaying search ads on engines such as Bing and Yahoo. Additionally, specific markets favor particular search providers; for instance, Baidu is a key player in China, while Yandex holds the largest market share (65%) in Russia, making them crucial considerations in a global search-advertising strategy.
While Google maintains a staggering 77% market share in the global search-engine market, it’s essential to acknowledge the audiences reached by other search contenders:
Most popular search engines exhibit similar mechanics for search ads with slight variations. Focusing on Google, the leading search engine, let’s delve into how its search advertising works.
Google operates through a modified second-price auction system to arrange the ranking of ads on its search engine results pages (SERPs) and determine the cost advertisers incur to secure a top position.
In Google’s second-price auction mechanics, advertisers pay the amount necessary to surpass their closest competitor, depending on their Ad Rank, rather than paying the full price.
However, the system isn’t solely based on bidding. If Google restricted its ads to the highest bidders only, the SERP would be cluttered with poor-quality paid ads leading to irrelevant landing pages. This scenario would compromise the search engine’s reliability. To enhance the experience for both users and advertisers, Google also considers an advertiser’s Ad Rank.
As you traverse the digital expanse in search of products or services, the synergy between search engines and advertisers becomes apparent. Google, with its meticulous design and user-centric approach, weaves a tapestry of results that caters to both organic content seekers and businesses vying for visibility. Armed with the knowledge of distinguishing sponsored brilliance from organic authenticity, your online exploration takes on a newfound precision. Navigate wisely, for the digital realm is as dynamic as the products and services it unveils.
So, Keywords are the Foundation of Search Ads. When you search for something on Google, Google checks your keyword then shows you relevant ads and if you click on an ad, you will be redirected to the landing page of the product or service.
I hope you enjoyed the blog on How to Do Search Advertising Works, to optimize it more you need to learn how to select the keywords for your search advertising, you also need to the intent of your buyer who searches on Google.
Sometimes you also need to the pain points of the user so that they search for it and your ad appears for the pain as a solution.
You need to include a possible keyword which you can potential buyers can use to for search your product or service.
Once your user has reached your landing page you also need to optimize the landing page so that it conveys your message that the product or service can solve their problem.
Till Then,
Rajat “Searching Advertising” Negi
Logging Out…