How does google pay-per-click work?

Each time a search starts, Google searches the Ads advertiser group and chooses a set of winners to appear in the valuable advertising space of its search results page. This isn't to say that small budgets can't work well with Google Ads, just that you need to be more strategic and specific about how you use that budget. Most commonly, companies start their ppc marketing in Google Ads, for the simple reason that it gives access to the largest audience of customers and potential customers, as well as several different ways to configure and execute campaigns based on their objectives. Of course, if the advertiser runs ads on the search engine results page, Google takes everything.

LinkedIn offers better audience targeting for B2B industries, but it's considerably more expensive than Facebook or Google. Before we get into Google Ads specifically, it's important to understand what PPC is and how PPC advertising fits into a successful global marketing strategy. One thing to keep in mind here is the fact that Google Ads can, and will, spend more than twice your daily budget, but never more than you spend in a month. PPC as a marketing channel covers several different ad platforms, the most common being Google Ads and Bing Ads.

For example, if you're most concerned about targeting specific keywords, Google Ads and Bing are by far your best bet. Google's real formula is a bit more complex, but for a general understanding, this is a brilliant way to look at it. With billions of searches per day on Google, you can use search ads to ensure that potential customers notice your brand, consider your offers, and take action. The first goal of any inbound marketer is to get their site to the top of Google's search engine results pages (SERP).

When it comes to PPC, this usually means using one (or both) of the two main platforms: Google Ads and Bing Ads. Tell us a few details about your business and we'll send you a free, personalized media plan with recommended Google Ads products to help you get started. To run Google Shopping ads (in addition to taking advantage of free product listings), you need to set up a Merchant Center account to list your products on Google. The ads that appear on YouTube are actually managed on the Google Ads platform and run before, during, or after the videos you stream.

I can't stress this enough, but Google ads and PPC, in general, shouldn't be seen as an easy move, “Hail Mary, marketing, when all else fails.