Google PPC (Pay-Per-Click) is a digital marketing strategy that involves advertisers paying a fee each time one of their ads is clicked on. Google Ads, formerly known as Google AdWords, is one of the most common platforms for PPC advertising. With Google PPC, advertisers can bid on keywords that are relevant to their business and create ads that will appear in Google's search results when people use those keywords in their search queries.
Components of a Text Ad
A text ad typically consists of three main components:
Headlines: Text ads can have up to three headlines, each consisting of up to 30 characters. The headlines are usually the first thing that users see, so they should be catchy and relevant to the search terms.
Display URL: This shows your website's URL and is automatically extracted from your final URL. It can be customized with up to two 'paths' to give users a better idea of where they'll arrive upon clicking your ad.
Descriptions: Text ads can include up to two descriptions, each up to 90 characters long. Descriptions should provide more detailed information about the product or service, and can include a call-to-action.
Settings and Features
Keyword Selection: Keywords are what trigger your ad to appear in search results. You can use the Google Keyword Planner to find relevant keywords for your business and see how often they are searched and how much competition there is for each keyword.
Location and Language Targeting: You can target your ads to specific geographic locations and languages to reach your desired audience.
Ad Schedule: You can specify certain days or times of day when your ads will show. This can be useful if you know that your audience is more likely to be searching for your products or services at certain times.
Bidding Strategy: You can choose how you want to bid for your ads. For example, you can choose to pay per click (CPC), per thousand impressions (CPM), or per acquisition (CPA).
Ad Extensions: These are additional pieces of information that can make your ad more useful to potential customers. They can include additional links to your website, phone numbers, and location information.
Audience Targeting: Based on users' behavior, you can target specific audiences that are more likely to be interested in your products or services.
Remember, the success of a Google PPC campaign comes down to how well you understand your target audience, how effectively you use keywords and ad text to attract that audience, and how skillfully you use the various settings and features to optimize your ads and get the most out of your budget. It's also important to continually monitor and adjust your campaigns based on their performance.