What is Google Advertising: A Complete Guide For 2024

HomeDigital MarketingSearch Engine MarketingWhat is Google Advertising: A Complete Guide For 2024


Every small- or large-scale firm, a start-up or a multinational seeks to pull off a great advertising strategy which entails boosting sales, conversions, and leads. Here’s where Google Ads comes into play. 

You might very well determine that using Google Ads would be the best choice for your company. 

This is not being overstated. 

Google is used 3.5 billion times daily for searches plus 5 billion interactions every day. You have options to promote your business to more users with each search. 

Let’s explore what Google Advertising has in store for you.

What is Google Advertising?

What is Google Advertising

Google AdWords (Google Ads since rebranding, 2018) is a premium web advertising facility offered by Google. 

Investing in Google Ads means that whenever a visitor searches for products similar to what you offer, it displays your firm’s dealings on the top of the Search Engine Research pages (SERPs). 

Although they resemble organic search results almost exactly, with the exception of the bolded “Ad” at the top of the post. To quote a fact, Google Ads convert 50% better than organic search results. 

Google Ads enables you to design and distribute strategically timed advertisements (through desktop and mobile) across your target audience. Moreover, 70% of mobile eCommerce customers place calls through mobile ads. 

It not only generates solid revenue and reaches your firm but also caters to competition in the market. Advertisements from the platform are also displayed on YouTube, Blogger, and the Google Display Network. 

For any business, Google Advertising is a treasure chest!

Google Ads is a platform for sponsored content that falls under the pay-per-click (PPC) marketing model, in which you, the advertiser, pay per click or impression (CPM) on an ad. 

In other words, every time a searcher clicks on the ad that appears on the search engine page, the firm gets paid. A survey revealed 90% of internet users see Google display ads worldwide. This is a golden bird for you, especially when you are low on resources and budget. 

If you are still contemplating whether to invest thousands in these advertisements, refer to the following parameters:

Google’s Vast Reach increases your company’s presence online

You might not know this, but the click-through rate for Google Ads is around 2% generating 180 million impressions from display advertising per month. Google is the most used search engine, and the ads displayed here also appear on other search engines like Bing, YouTube etc. At the same time, a searcher seeks products like yours on Google Maps or Google Search. 

It is a human instinct to shift to Google for anything and everything. Thus via your advertisements on Google, the chances for customer-pull at your door are huge. 

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Cost Effective Analysis are positive

For small businesses, you may start advertising for as little as a few dollars a month. Your results may not be as effective as you’d want, but you can still do it. It makes the ad platform adaptable to the needs of businesses of different sizes and types for online advertising. 

For large businesses, the advantages increase as you can scale ad buys profitably, and Google Ads are more affordable than traditional forms of advertising. Ad costs that are effective depending on Competition, Bids and Quality ratings. 

The average cost-per-click (CPC) varies significantly between industries, market niches, and user search intent.

Digital Marketing Campaigns are made possible

In order to create advertising campaigns that reach as many people as possible, you used to have to jump hurdles and cut through dense red tape. 

Those initiatives would require time and money that could be better spent elsewhere to start and finish. 

But with Google Ads, you can have full-time control over your campaign at all times. 

With a little knowledge, they’ll be able to instantly launch and halt campaigns, target the proper audience for the best pricing, and accomplish all of this in real time. 

You can then devote your time and resources to other crucial projects. 

Essential focus towards Regional Marketing 

You can use Google Ads to advertise locally to increase foot traffic to your business at the most profitable periods or to raise local brand awareness. 

Advertising at the correct time when clients are looking for what you’re selling will significantly enhance your local sales. 

Local search has high purchase intent, especially for service-related keywords, because shoppers want to fulfil a need nearby with the least effort. This will definitely be a game changer for your business since you would step a toe into the competition. 

Ameliorates brand recognition

Apart from the PPC model aspect of Google Ads, its versatility expands to building brand awareness too. Even if potential buyers don’t click, they still see your brand, your tagline, what you have to offer, and whatever else you utilise your copy and extensions to highlight through the Ads search network. 

Additionally, you may choose to emphasise brand recognition by opting to show your advertisement to more people through the Ads display network.

Then you can pay attention to clicks or conversions (more on bidding strategies in a bit.) Both approaches give advertisers a chance to highlight the key characteristics of their company, enhancing its brand.

Best practices of Google Advertising 

Adopt the following easy yet handy Practices to advertise your brand/product/service on Google:

As you decide to advertise, you need to create an account on Google ads with your website and brand name. 

Next, you get to choose your purpose of advertising: Increase phone calls, website sales or sign-ups, visitors to your physical location, and YouTube views and engagement. 

The preceding step wants you to add “keywords” associated with your business to hone your visibility on the SERPs. 

Moreover, you can add your location supported by google maps to boost on-site visits. Later, perhaps you could proceed to pay according to a budget of your choosing. 

Now, we shall throw light on a few advanced practices for using Google Ads, and these are: 


With an effective lead flow and advertising strategy, you may produce a high return on investment campaign. 

Google advertising ensures an optimised return on investment. 

Thus, Google Ads is an asset that keeps you within your monthly ROI maximum no matter whether you bid on high or low CPC keywords.

The Ads team has developed a number of distinct bidding strategies to assist you in achieving particular marketing goals while using the least amount of your budget:

  1. Google advises CPC bidding if you want to increase website visitors.
  2. Google advises CPM bidding, also known as “cost per thousand viewable impressions,” if you’re looking to increase brand recognition. With this tactic, you decide how much you’re ready to spend to ensure that 1,000 people see your advertisement in its entirety. The Google Search Network does not offer it; only the Google Display Network does.
  3. Google advises marketers to use CPA bidding when they are interested in conversions such as purchases or sign-ups.

An Advertising Plan:

Instead of developing an ad first and then changing it to match your objectives, it’s critical to specify your objectives before you produce your advertisement. Meet with your marketing team to develop SMART goals for your Google Ads campaigns and a plan for your advertising.

A Planned Clientage:

Developing a marketing strategy that describes your marketing objectives might assist your company in attracting the ideal customers. 

Identifying a target market assists your business in developing efficient marketing effective feedback. 

The target audience could be close to a particular address, like a physical business or site. It may also refer to larger areas, cities, or zip codes.

You might miss this out but linking the accounts is a game changer because you can monitor occurrences such as consumer traffic, conversions, objectives, and any other special data in one location.

Linking these accounts will make tracking, analysing, and reporting between channels and campaigns much simpler.


This sounds easy but is the most challenging part. But Google has it all covered. 

Google also provides useful hints and model ads to assist you to get started with writing your own. 

Writing an ad that connects with the customer and portrays what the audience is looking for would be effective for you. So sit with your team, and bring out the creativity for your ad. The Ad headlines are the most compelling, and they will hit the spot. 


The landing webpage is where the user is taken to after he/she clicks on your ad. If you truly seek an optimised campaign and want a sophisticated client experience, you would not want to miss out on this part. 

The call to action on the landing pages should be explicit and inviting while also being scannable as a whole. This calls for concise sentences and a clear objective.


A strong presence in Google is now essential for every business kind, from a small service to a worldwide conglomerate. Using Google Ads helps many types of organisations reach their online objectives. 

Online advertising has reduced advertising costs and democratised the manner that any willing firm may take action on their own to achieve online growth on their terms. Finally, Google Ads is one of the most cost-effective ways to promote online in order to get new customers, generate profits, or establish a brand.

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