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Google Search Ads - What They Do, Why They're Helpful, And How Can You Benefit?

Here’s a familiar scenario: you’re on Chrome, searching for new shoes to buy. You type in a preference, hit enter, and the Search page opens up before you. However, as you squint in, you notice that before the actual search results begin, there’s a link about some really good shoe deals and bargains from a particular brand. And just to the left of the link, the word “ads” is written in bold. As is apparent, you have encountered Google Search Ads.

A very self-explanatory concept, Search ads are advertisements that will pop up whenever you Google something regarding a particular consumer’s item or a business. They’re not always around (Google themselves cite an 20% average appearance rate), and they’re not always useful, but people do occasionally stumble across just the thing they’re looking for right at the top of the page. Now, Search ads does raise some questions - how do these ads show up, and how can we as consumers and users utilise such a concept? Well, that’s what this guide is here for!

So, we’ve established how one encounters ads in Search. We’ve also established that these ads rarely show up, but why is that? Well, because Google only lets a limited number of them appear, in the interest of not clouding the typical user experience with unneeded content. How they select ads is also an interesting process, which filters out good marketing from bad. Organisations can bid online in auctions for Search ad slots, at a range of different prices. If these ads start to properly resonate with the general masses, if they have the right keywords and show potential in turning a profit, Google has claimed that they will charge the respective organisations less than their original bid.

Now as you read this, gears might be turning in your head as you wonder how such a concept can be properly harnessed for your start-up. “Advertisement is nice, but bidding on ad slots against other, much better rooted companie, is tactical suicide”. Well, Google hears your concerns and offers you an solution. Bids can now be cast according to clicks (how much you’re willing to spend on a click), and budgets can also be set, so the auction is fully aware of your limitations, and assists accordingly. However, let’s assume that what you’re representing is not a profitable start-up, but instead a non-profit organisation. Well, in that case, Google redirects you to Ad Grants program. Assuming that your NPO is a registered charity-based collective, it can sign up for a grant of USD 10,000 in ad-money (for further details regarding eligibility, look up Google for Nonprofits).


H/T: Google.

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