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Overview of Google Ads and How It Works

Every moment, Google processes billions of searches, and it’s noteworthy that a significant portion of search results pages contains Google Ads. These ads, funded by businesses, serve as a potent means of directing pertinent and qualified traffic to your website precisely when individuals are actively seeking the very products or services your business provides.

Within this article, you will gain insights into the nature of Google ads, their mechanics, and the compelling reasons behind considering the implementation of Google ads for your own marketing endeavors.

An overview of Google Ads

An overview of Google Ads

What is Google Ad? It formerly known as AdWords, is Google’s advertising platform designed to assist businesses in connecting with their target audiences online. 

This platform operates within Google’s search engine and its extensive network of partner websites. These partner sites display text or image advertisements when users conduct searches using keywords and phrases relevant to a business and its offerings. When searching on, AdWords ads are typically positioned prominently at the top and right-hand side of the search results page.

Google Ads is indeed a pay-per-click (PPC) advertising platform. It allows businesses and advertisers to create and run ads that appear on Google’s search engine results pages, as well as on other Google properties and the websites of Google’s advertising partners. With Google Ads, advertisers bid on specific keywords or target specific demographics, and they only pay when a user clicks on their ads.

Within your AdWords account, you have the flexibility to select keywords that are pertinent to your brand, products, services, and industry. Your advertisements are triggered when potential customers search using these chosen keywords. You are only charged when a user actively engages with your ad by clicking on it, subsequently visiting your website, or initiating contact with your business through the “click to call” feature.

Google Ads how it works for all businesses?

Google Ads how it works for all businesses?


So what is Google Ads in digital marketing? Well, it is an important advertising platform for digital marketing. Google Ads works on a “pay-per-action” system, mainly based on the cost-per-click (CPC). This means you pay a specific amount every time someone takes an action, like clicking on your ad. The CPC can vary based on things like competition, search volume, and what users are looking for.

With Google Ads, businesses can promote their products and services to people searching for related keywords on Google Search and other Google properties. It allows businesses to reach new audiences and drive traffic to their website. Google Ads is a powerful tool for digital marketing strategies.

When you create an ad, you choose a “maximum bid,” which is the most you’re willing to pay for an action. There are different bidding options, like cost-per-click (CPC), cost-per-mille (CPM), and cost-per-engagement (CPE).

Your maximum bid is separate from your overall campaign budget. You can set a daily budget and let Google handle individual ad bids, or you can set both a daily budget and fine-tune the maximum bid for each ad. If you’re new to this, the second approach is usually recommended because it’s easier and often gives better results.

Quality Score is also a big deal in Google Ads. It’s a score from 1 to 10 that rates how good and relevant your ads are to what users are searching for. While it doesn’t directly affect where your ad shows up or your budget, a high Quality Score can indirectly boost your ad’s visibility, clicks, and overall performance.

In Google Ads, advertisers bid on specific keywords to get their ads on search result pages and partner websites. When someone searches or visits a site in the Google network, there’s an ad auction. During this, Google calculates an Ad Rank for each ad, which affects how likely your ad is to be shown.

Several things influence your Ad Rank, like your maximum bid, ad quality, how competitive the keyword is, user details (like their device and location), and how ad formats and extensions might affect things. Ads with higher Ad Ranks are more likely to appear at the top of search result pages.

Making sure your ad is high quality is a big part of getting a better Ad Rank. Google uses something called Quality Score to measure this. It combines different metrics from how your ads have performed in the past. While Google doesn’t use Quality Scores directly in the active ad auction, they help guide advertisers to make better ads that match what users are looking for.

Type of Google Ads 

In the ever-evolving landscape of online marketing, Google remains a prominent player offering a wide array of advertising services to help businesses reach their target audience and achieve their goals. Understanding how do Google Ads work is key to utilizing these services effectively. These cover diverse marketing needs and cater to businesses of all sizes. In this short content piece, we will briefly outline the various types of Google advertising services available:

Type of Google Ads 

  • Search ad




  • Performance Max ads
  • Display ads

             Single image


  • Video ads

             Skippable in-stream

             Non-skippable in-stream





  • Shopping ads

             Product Shopping

             Local inventory

  • App ads

             For downloads

             For engagement

  • Discovery ads
  • Smart ads



  • Local Services Ads

            Google Guarantee

            Google screened

Each of these Google advertising services has unique advantages and is designed to meet specific marketing objectives. Understanding the purpose of each can help you tailor your marketing strategy to reach your target audience effectively. 

Factors affecting Google Ads

Google Ads, formerly known as Google AdWords, is a popular online advertising platform that allows businesses to display their advertisements on Google’s search engine results pages, as well as on other websites and platforms within the Google Display Network. Several factors can affect the success and performance of Google Ads campaigns:

Factors affecting Google Ads

  • Keywords Relevance: The choice of relevant keywords is crucial. You need to select keywords that match what your target audience is searching for. Using tools like the Google Keyword Planner can help you identify the right keywords to target.
  • Landing Page Quality: The landing page your ad directs users to should be relevant to the ad’s content and provide a good user experience. Google assesses landing page quality, and it can impact your ad’s performance.
  • Ad Relevance: The ad copy should be highly relevant to the chosen keywords. Google rewards ads with high relevance by giving them a better Quality Score, which can result in lower costs per click (CPC) and better ad placements.
  • Historical performance: Google takes into account the past performance of your ads, keywords, and overall account when determining how your ads are ranked and how much you pay for clicks. 
  • Click-Through Rate (CTR): CTR is a crucial metric in Google Ads that can significantly affect the performance and success of your advertising campaigns. CTR measures the percentage of people who click on your ad after seeing it. A higher CTR is generally seen as a positive outcome
  • And Various Relevancy Factors: Google aims to provide a positive user experience by delivering ads that are highly relevant to search queries and user intent. 

Understanding and optimizing these factors can help improve the performance and effectiveness of your Google Ads campaigns. It’s essential to continually monitor and adjust your campaigns to adapt to changes in the online advertising landscape and to achieve your specific business goals.

These are just basic factors that directly affect Google advertising. In addition, your choice of bid strategy can significantly impact the performance, cost-effectiveness, and overall success of your Google Ads campaigns. Bid strategy determines how you set and manage your bids for clicks, conversions, or other campaign goals.

Choosing the right bid strategy and continually monitoring and optimizing it is crucial to achieve your campaign objectives while maintaining cost-effectiveness. The optimal strategy may vary based on your specific goals, industry, competition, and budget. It’s important to test different strategies to find the one that works best for your advertising efforts.

Why should businesses run Google Ads? 

Businesses often choose to run Google Ads for several reasons:

  • Increased Visibility: Google is the most widely used search engine, and Google Ads can ensure your business appears at the top of search results. This increased visibility can drive more traffic to your website.
  • Targeted Advertising: Google Ads allows you to target specific keywords, locations, and demographics. This means you can reach the right audience at the right time, increasing the chances of conversion.
  • Measurable Results: Google Ads provides detailed analytics, enabling you to measure the success of your campaigns. You can see how many people clicked on your ad, how many converted, and the return on investment (ROI).
  • Budget Control: You have full control over your advertising budget. You can set daily or monthly spending limits, ensuring you don’t overspend. This flexibility is crucial for businesses of all sizes.
  • Immediate Results: Unlike some other marketing channels, Google Ads can generate immediate results. As soon as your campaign is active, your ads can start appearing in search results.
  • Adaptability: Google Ads allows you to adapt your campaigns in real-time. If you see that a particular keyword or ad isn’t performing well, you can make adjustments on the fly.
  • Synergy with Other Channels: It’s essential to coordinate your Google Ads campaigns with your other marketing channels. 

To get started with Google Ads and to explore advertising services, you can visit Google’s Advertising Services page of INFLUENCE . This page provides detailed information on how to create and manage ad campaigns, as well as options for hiring Google Ads professionals if needed.


In the modern business landscape, run Google Ads is essential, whether you’re a local service or a global corporation. Google Ads, in particular, offers advantages to all business types in pursuit of their online objectives.

The online advertising realm has significantly lowered the advertising expenses and made it accessible for businesses of all sizes to proactively pursue growth in their own way, with a particular focus on the online sphere.

Ultimately, Google Ads stands out as a cost-effective means to advertise online, facilitating the acquisition of new customers, revenue growth, and the establishment of a strong online brand.


What does CPC (Cost Per Click) or PPC (Pay Per Click) Advertising involve?

CPC (Cost Per Click) or PPC (Pay Per Click) requires payment only when someone clicks on your ad. Additional advertising models encompass:

– Cost Per Impression, where payment is based on how frequently your ad is displayed, irrespective of clicks.

– Cost Per Engagement, which involves payment when a user fulfills a specific engagement action, such as viewing your video ad.

Why isn’t my Google ad appearing?

Several factors may cause your Google Ads to not appear on the search or display network. Often, the reasons are straightforward. Make sure to review the following:

– Is your payment information accurate?

– Are you bidding an adequate amount for your chosen keywords?

– Have your ads been disapproved?

– Is your ad copy optimized for your campaign?