What is Google Ads or Search Engine Marketing (SEM) 
Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.
Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.
There's no minimum spending commitment, and you set and control your own budget. You choose where your ad appears, set a budget that's comfortable for you, and easily measure the impact of your ad.
About Google Ads
If you want to reach new customers online, then advertising with Google Ads might be right for you.
When you advertise with Google Ads, you’re investing in your business. Make sure you understand how Google Ads works and how this investment can help you grow your business—all within your budget.
Choose any of the topics below to learn more.
Benefits of Google Ads: Grow your business with Google Ads
Online advertising lets you target your ads to the type of customers you want, and filter out those you don't. When you advertise online with Google Ads, you can use different targeting methods to reach potential customers right when they're searching for your products or services.
Reach your marketing goals
Take advantage of different ad formats and features to customize your ads to your different business goals, like adding a clickable "Call" button to your ads to get more phone calls, or using video ads to showcase your brand. Here are some common marketing goals that could work for you:
Take action on your website
Visit your store
Call your business
Install your app
Target your ads with keywords
When you advertise alongside search results on the Google Search Network, you select keywords to help target your ads to people searching for related terms. You can also choose to show your ads at certain times of day, and specify a location and language.
Get specific about your target audience
When you advertise on websites and mobile apps that show Google ads (called the Google Display Network) and YouTube, you can get even more specific by choosing the age of the people you want to reach, the types of sites they visit, and their areas of interest.
Only pay for results
You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.
Measure your ad’s performance
Quickly track your ad's effectiveness and easily make changes to improve results. Advertise across platforms
Connect with customers no matter where they are—on their computers, tablets, mobile phones, even in apps.
How Google Ads works:
Where your ads will appear on Google
Before you take advantage of all that online marketing can do for your business, make sure you understand the difference between paid advertising and organic search results. Let's say someone conducts a Google search for products or services related to your business while you're advertising with Google Ads, Google's online advertising platform.
Section 1 can contain ads. Ads can appear on the top or bottom of the Google search results page next to or under an "Ads" label. Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors.
Section 2 is made up of "organic" search results. These are unpaid links to websites with content related directly to what the person searched for. The more relevant the site is to the search term, the higher the link will appear in the list. Your related website could appear here, but your ad won't.
Control your Google Ads budget
With cost-per-click (CPC) bidding, you're charged only when someone is interested enough to click your ad. You tell Google Ads the most you're willing to pay for a click on your ad (called the maximum cost-per-click bid), but you could be charged less.
You have control over your Google Ads budget. You decide the average amount you want to spend each day.
On the days when your ad is more popular, Google Ads will allow up to 2 times more of your average daily budget so you won't miss out on those valuable clicks. Your budget will be lower on other days, so you won't be charged more than your average daily budget multiplied by the average number of days in a month.
Improve your results by choosing the right keywords
Keywords are words or phrases you choose when you set up your Google Ads campaign. These are terms you think your potential customers are likely to use when searching for products or services like yours.
By matching your keywords with the ads you create, you make it possible for your ad to show when someone searches for similar terms or visits a website with related content.
For example, if you deliver fresh flowers, you could use fresh flower delivery as one keyword paired with an ad promoting fresh flower delivery. When someone searches Google using the phrase fresh flower delivery or a similar term, your ad might appear above or below Google search results, or on other websites related to fresh flower delivery.
Bid on keywords in the Google Ads auction
There are 3 main factors in the ad auction that determine which ads appear, and in what order:
Your bid - When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
The quality of your ads - Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your Google Ads account.
The expected impact from your ad extensions and other ad formats - When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad's performance. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads, and extensions.
ogether, these 3 factors determine when and if your ad will appear to potential customers.
Learn more about how bidding on keywords can help you create a cost-effective campaign.
Note: If multiple keywords from the same account are eligible to match the same search term, they do not compete with each other in the auction. Learn more About similar keywords in the same ad group
Help your website get results
Online marketing with Google Ads helps get people to your website, but for the best results, you need a website designed to encourage people to do business with you. An easy-to-navigate website is essential if you want to convert potential customers to paying ones. Here are a few tips for creating a high-performing website.
Designing your site
Put important information towards the top of the page
Make it easy for your site visitors to find your most important content. Make sure it's immediately visible when they arrive on the page so they don't have to scroll down to see it.
Consider how your website features images and video
Eye-catching media like photos, videos, or graphics are appealing to customers and an effective way to engage them with your business. But don't overdo it. Too much media can cause your site to load slowly. You don't want people leaving your site before they see the most important information.
Think about smaller screens
It's not just about the desktop computer anymore. Your customers use different digital devices, like mobile phones and tablets, throughout their day. The smaller the screen, the harder it can be for people to find what they want. Creating a website that automatically adjusts to a user's device is the best way to make sure everyone who gets to your site finds what they're looking for—no matter what device they're using.
To help keep your current customers and convert potential ones, you'll also want to consider the speed at which your site loads. For example, most businesses lose about 50% of their customers while their mobile site is loading.
See if the speed of your mobile site is costing you customers, and get quick fixes to improve it. Test your site.
Make navigation simple
Keep your site clean, clear, and simple by:
Limiting the number of navigation links
Avoiding the use of pop-ups or other features that could interfere with navigation on your site
Make sure your site loads quickly so people don't hit "back" before they even get there
Use clear, eye-catching headlines
Having a distinct headline on your site is essential to helping customers quickly know that they're in the right place. This will encourage them to stay on your site longer and ultimately take action that's valuable to you.
Clearly list the benefits your customer will get from your products and services
When people come to your site, you want to make sure they know right away why they should stay. Make sure the benefits are scannable and easy to read; bullet points are a great way to do this.
Provide quick links to more information
Make it easy for customers to find links to additional information about the advertised product they might want. For example, a prominent "Learn more" link.
Include a clear call to action
When you're clear about the action you want people to take on your site, visitors are much more likely to actually take that action and bring you the business you're looking for.
Building customer relationships
Build trust with your customers
Making it easy for people to reach you is a great way to build trust and increase transparency with potential customers. It’s a good idea to openly share information about your business and clearly state what it does. And if you request personal information from customers, make it clear why you're asking for it and what you'll do with it.
Boost your customers’ confidence in your business
You can build even more trust with your customers by including customer testimonials or 3rd party verifications about your business. And if you run ads on your site, make sure you distinguish these ads and sponsored links from the rest of your site content.
When you have a great website ready to go, Google Ads can help the right customers find your site and take action.
What to expect: Manage your time and your Google Ads account
If you don’t have the time to make sure your investment pays off, consider hiring a Google Partner to manage your Google Ads account for you. Google Partners are agencies, marketing professionals, and online experts who've been certified by Google to manage Google Ads accounts.
There are thousands of Google Partners worldwide. You can search for a Partner by name, or search based on your location, advertising budget, or the type of service you want help with. Learn more about how to find the right Google Partner.
When you're ready, sign up for a Google Ads account and follow along with this guide.
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