Google PPC (Pay-Per-Click)

Ad Campaign Creation: Advertisers start by creating ad campaigns within the Google Ads platform. Each campaign has specific goals, settings, and targeting criteria. Advertisers can set budgets, choose locations, select languages, and determine the start and end dates for their campaigns.

Keyword Targeting: Advertisers select relevant keywords or phrases that trigger their ads when users search on Google. Effective keyword research is crucial to reach the right audience.

Ad Creation: Advertisers create text, image, or video ads to display to users. These ads should be engaging, relevant, and include a compelling call to action (CTA).

Bidding Strategies: Google Ads offers various bidding strategies, including manual bidding, automated bidding, and conversion-based bidding. Advertisers set their bid amounts based on their budget and campaign goals.

Quality Score: Google evaluates the quality and relevance of your ads and landing pages through a metric called Quality Score. A higher Quality Score can lead to better ad placement and lower costs per click (CPC).

Ad Rank: Ad Rank determines where your ad appears on the SERPs. It is calculated based on your bid, Quality Score, and ad extensions. Advertisers with higher Ad Ranks have a better chance of their ads being displayed prominently.

Ad Extensions: Advertisers can enhance their ads with extensions like site link extensions, callout extensions, and structured snippet extensions, providing additional information to users.

Targeting Options: Google Ads offers various targeting options, including demographic targeting, location targeting, device targeting, and audience targeting. These options allow advertisers to reach their ideal audience.

Ad Scheduling: Advertisers can schedule their ads to run at specific times or on certain days of the week to maximize their reach during peak times.

Conversion Tracking: Tracking conversions (e.g., sales, sign-ups, downloads) is crucial for measuring the effectiveness of PPC campaigns. Google Ads provides tools for tracking conversions and optimizing campaigns based on results.

Budget Management: Advertisers can set daily or monthly budgets to control their advertising expenses. Google Ads will automatically adjust ad delivery to stay within budget.

Ad Performance Metrics: Google Ads provides a wealth of data and metrics to evaluate ad performance, including click-through rate (CTR), CPC, conversion rate, impression share, and more.

Ad Testing: A/B testing or split testing allows advertisers to experiment with different ad variations to determine which ones perform best.

Ad Policies: Advertisers must adhere to Google's advertising policies, which include guidelines on content, prohibited practices, and user experience.

Display Network: In addition to search ads, Google Ads allows advertisers to display ads on websites, mobile apps, and YouTube through the Google Display Network (GDN).

Google PPC advertising is a powerful tool for businesses to drive traffic, generate leads, and increase sales online. It offers precise targeting options and the ability to track and optimize campaigns in real-time, making it a popular choice for digital marketing strategies.