Google Ads (formerly known AdWords) is a pay-per-click (PPC) advertising platform designed to helps digital advertisers to promote their business, products or services, or raise awareness and drive traffic to their website.
When you search something on Google, search engine result page (SERP) will show paid ads, labelled with “Ad” or “Sponsored” at the top of each page. You can see ads at the top as well as at the bottom of each search page.

Effective with immediate results.

Paid search advertising can increase your brand awareness by as much as 80%. It leads customers who are interested in your products or services in their shorter period journey. PPC advertising can actually generate an average ROI of 200% for your businesses. Unlike SEO, search ads don’t take weeks or months to get the desired results. Google Search ads start on the first page immediately after launching the campaign.

Competitive analysis of your competitors’ website, services and products, study their selling proposition, their strategies to craft a better campaign.
Ensure your landing pages are better optimised for conversion. If not bring all the possible significant changes like repositioning or reorganizing content to facilitate smoother user engagement.

Make the keyword bucket with relevant and proper keywords and create ad groups around synonymous keywords.

Ensure all the important conversions actions are properly set up for moving forwards.

Experiment with your targeting and bidding.

Write ads that directly relate to what your customers are exactly searching for.

Make your customer’s shorter visit meaningful.

The reason why search ads more effective is that typically it drives more conversions than display ads, though display ads serve different purpose than search ads. Search ads are shown to people who are actively looking for some products or services, so naturally they are more likely to convert.

Typically, there are six distinct objectives of search ads: Sales, Lead Generation, Website Traffic, Product Engagement, Building Brand Awareness, and App Promotion. Each of these objectives can activate four different campaign formats: Search, Display, Shopping, and App Promotion.

Search Ads– Text ads on Google search results. Search ads are shown on Google Search results when customers search for a related product or service.

Display – Image ads on shown on websites or apps on Gmail.

Video – 6 or 15 second video ads on YouTube content in-stream.

Shopping – One of the types of ads that can be created from your product data.

App – In-app advertising (IAA) is a strategy that helps developers monetize their apps by giving advertisers space to serve ads to users. These ads are served through app ad networks.

Smart – Your ads will automatically be served to potential customers across Google Search, Google Maps, Gmail, YouTube, and Google partner websites.

Local – When people search for services in some specific location you have chosen and they see your ads at the top of the search result. Such ads drive customers to a physical location.

Discovery – Discovery ads help you find people who are ready to discover and engage with your brand. Such ads are automatically presented on YouTube Home and Watch Next feeds, and the Gmail Promotions and Social tabs.

Once you submit your ad to Google, it takes 24-48 hours to approve. Though, most can find ads appearing within an hour or two of being enabled. It’s significant to know after approval of Google Ads campaigns, they go through a learning period, which means your ads will not have maximum visibility straight away.
To avoid negatively impacting important metrics like CTR, it’s better to check them in Google’s Ad Preview and Diagnosis tool that allows you to check if your ads are being delivered as expected.

It’s crucial to understand that the absence of your ads doesn’t essentially mean a fundamental problem in your account setup or the ads you’ve designed. Even if you precisely adhere to the best practices, there exist some other factors that could prevent your ads from appearing in the Search Engine Results Pages (SERPs). The following could be some:

Payment Issues – This is the most basic problem, if your payment method you provide cannot be authenticated by Google then your ads will be ineligible for delivery.

Disapproved Ads in Your Account- Google frequently evaluates an advertisers account to check if they violate policy compliance. If not Goggle automatically restricts delivery.

Negative keywords – A list contains negative keyword is important to strong Google Ads campaigns. This is a good practice but it poses as a problem when you change strategy or start focusing on a new product or business objectives but forget to change the added negative keyword list. Because the old negative keyword can prevent your ad from showing to audiences.

Scheduling or targeting: Mistakes in scheduling and targeting can lead to ads being displayed with overly restricted reach.

The budget amount will be entirely individualized based on your precise business and market dynamics, necessitating a customized strategy aligned with your business goal and objectives.

The best approach for founding a Google Ads budget is by;

Conducting keyword research: Do a comprehensive keyword research to identify the keywords you desire to target and analyze their average cost-per-click (CPC) and bid ranges, and to guide your budget decisions.

You can always start with a small budget and scale depending on the requirement of the campaign.

Accomplishing the #1 ad rank is very competitive and it requires a better combination of strategies. Consider providing value and more relevant information to your audience, optimizing your ads and landing pages and improving your expected clickthrough rate (CTR) by creating ads with assets, such as sitelinks.

How Google calculates Ad Rank?

Google Ad Rank score is what determines ad positions in the search results. Some of the factors are:

Your bid amounts

The relevance of your ads and the quality of your landing page

The set Ad Rank thresholds

The level of competitiveness within the auction

The context surrounding the user’s search

Brands can use your brand name in their Google ads, providing the name isn’t trademarked. The main motive of bidding on another brand’s name is to steal competitor’s traffic. Their goal is to divert attention of people seeking similar product or service. But in general, bidding on competitor’s brand name is not recommended or a good practice.