Getting to Know Google Ads

Google Ads

Every year there are 2 trillion Google searches, and most search results page feature Google ads. No matter the size or industry of your business, Google Ads can be an effective method of driving targeted traffic to your website exactly when your audience are searching for the types of products / services that your business offers.

Surprisingly, while Google Ads is the biggest online paid search network, there are companies who have never considered using it. Not only are they missing out on traffic, conversions and sales, they’re also giving their competitors a massive advantage.

If you’re unfamiliar with Google Ads and how it can be an asset to your business, then stay tuned. To bring you up to speed, we will be covering all you need to know about Google Ads to invest in the platform.

Looking to Invest in Google Ads?

Different Gravy Digital have the time and expertise to ensure your Google Ads campaigns delivers you the best results.

Contact us today and see how we can help you succeed with advertising on Google. For a free no obligation consultation, get in touch using one of the following options:

Book a meeting: michaelgoldman.co.uk/

Telephone: 0161 706 0004

Email: contact@differentgravy.digital

What are Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform. Through Google Ads, you can create online ads to reach members of your target audience at the exact moment when they’re interested in the products and services that you offer.

It’s a product you can use to promote your business, help sell products or services, boost awareness and increase traffic to your website or landing page.

How Your Ads Appear on Search Results

Google Ads operates an auction system, which happens every time a user performs a keyword search. To “win” auctions and for your advertisement to appear for relevant search results, you will need to optimise your Quality Score and Bid amount.

Every single time an ad is eligible for a search, it will go through Google’s ad auction. The auction decides whether or not the ad will appear, and which ad position is will have on the search result page.

How Google’s Ad Auction Words

Google Ads

Google Ads is focused around keywords – advertisers select targeted keyword that are relevant to what they’re offering, the terms and phrases that their audience are most likely to use when searching for their product.

When someone makes a search query, the Google Ads system gathers all the ads whose keywords are relevant to the search.

From the selected ads, the system removes the ads that are not eligible (like ads that target a specific location or are disproved because of a policy violation).

Of the remaining ads, only those with a high Ad Rank may appear. Your ads position on search results is determined by your Ad Rank, which is decided by a combination of you …

  • – Bid amount
  • – Ad quality
  • – Expected click-through-rate
  • – Ad relevance
  • – Landing page experience
  • – The context of the person’s search (location, device, search term etc)
  • – Predicted impact of extensions
  • – Ad formatting

How Your Ad Position Changes

Even if your competitors place higher bids than you, you can still win the top spot on search results at a lower price – with highly relevant keywords and ads!

Expect some fluctuation with your ad positions on search results. The auction process happens for every search on Google, each auction can have different results depending on the competition and advertisers at that moment.

What is Google Ads Quality Score?

Remember that Google is a business too. And one of the ways they deliver the best user experience is by measuring the quality of your ads so that users only see ads that are relevant to their query and advertisers generate clicks from people who are most likely to convert.

Google ads is centred around identifying and rewarding high quality ads. High-quality ads are typically given a higher Ad Rank which leads to excellent benefits, for example:

  • – Lower costs per click (CPC)
  • – Better ad positions
  • – Eligibility for ad extensions and formats

We have a whole blog post dedicated to Google Ad’s Quality Score: you can check it out here: How to Improve Your Google Ads Quality Score

Where Will Your Google Ads Appear on Search Results?

Google Ads


Before you invest in PPC, you need to make sure you know the difference between paid advertising and organic search results.

Above is an example of Google search results.

Yellow section: is an example of Google Ads. Ads can appear on the top or bottom of the Google search result pages next to or under an “Ads label”. The ranking of the ads is based mostly on how relevant they are to what the user has search for, your bid and other minor factors.

Green section: shows an example of organic search results. These are unpaid links to websites with content that is useful to what the user has searches for. The more relevant the web page is to the search term and the better optimised the page and site are, the higher the link will appear in the list.

Google Ads

The great thing about Google Ads is that you are in control of how much you spend. With cost per click (CPC) bidding, you only pay when a user is interested enough to click your ad. You specify to Google Ads the most that you’re prepared to pay for a click on your ad (known as the maximum cost per click bid) – but you can be charged less, but obviously never more.

The beauty of Google Ads is that you can use a mathematical formula to determine the maximum bid price you want to pay and the expected return you expect to receive.

Take a look at a quick calculation:

Average sale price: £1,000 with £300 profit

Businesses can typically expect to convert 1 in 5 enquiries. So, we need to generate 5 enquiries to convert a sale.

An average campaign can expect to generate between 3 / 5% (some of our campaigns achieve 15%) enquiries from the number of website visits – so, using 4% we must generate 75 enquiries (clicks) to get 5 enquiries.

  • – 750 clicks even at a bid price of £1 a click would cost £750, using the above calculation would generate 50 enquiries, 10 sales, revenue of £10,000 & yield a profit figure of £2,250
  • – 750 clicks even at a bid price of £2 a click would cost £1,500, using the above calculation would generate 50 enquiries, 10 sales, revenue of £10,000 & yield a profit figure of £1,112.50

Once you achieve a formula that works for your business it is simply a case of scaling the amount of spend according to the capacity your business has to deal with new business, how much profit you want to make and how much you can afford to spend.

The real skill here and where a business can see dramatic results is getting:

  1. 1. The same traffic levels at a lower cost (by optimizing your campaigns)
  2. 2. More enquires from the same traffic (by improving enquiry rate)
  3. 3. More sales from the same enquiries (by improving your internal conversion rate)

As we have already said above it is not uncommon for Different Gravy campaigns to achieve 15% clicks to enquiry rate. Using an improved enquiry rate of 8% see the impact on bottom line profit.

  • – 750 clicks even at a bid price of £1 a click would cost £750, using the above calculation would generate 100 enquiries, 20 sales, revenue of £20,000 & yield a profit figure of £4,500
  • – 750 clicks even at a bid price of £2 a click would cost £1,500, using the above calculation would generate 100 enquiries, 20 sales, revenue of £20,000 & yield a profit figure of £2,250

Imagine what could be achieved with improving all 3!

You’re in complete control of your budget. You get to decide the average amount of money that you want to spend each day.

Let Different Gravy Digital improve your ad score:

Let’s have a chat, contact us:

Book a meeting: michaelgoldman.co.uk/

Telephone: 0161 706 0004

Email: contact@differentgravy.digital

Google Ads

Keywords are terms or phases you choose to use in your Google Ads campaign, they are used to match your ads with terms that your target audience are searching for.

Choosing high-quality, relevant keywords for your campaign will help you to reach the audience you want, at the time you want to reach them.

To get people to convert on your website (whether that be to buy a product or submit a contact form), the keywords you select need to match words or terms that your target audience search for.

For example: If you sell online cooking lessons, you can select “buy online cooking lessons” as a keyword in your campaign. Then, when users enter “buy online cooking lessons” into Google’s search box, your ad might be displayed on the results page.

The CPC will vary depending on the quality of your keyword, your competition in the auction and some other minor factors. Ensure that your keywords and landing pages are relevant to the terms that your target audience might use to search. To learn more about keyword optimisation, you can visit our previous blog post: The Ultimate Guide to PPC Keyword Research.

Growing Your Business with Google Ads?

Google lets you target your ads to the people you want to reach, and filter those you don’t. PPC allows you to reach your marketing goals, whether your goal is for searchers to:

  • – Complete an action on your website
  • – Visit your store
  • – Buy a product
  • – Call your business
  • – Download your eBook
  • – Install your app

Ready to Get Started?

Regular analysis, optimisation and attention are key to maximise return on investment. However, for many businesses, managing a paid search campaign can be a full-time job. And that’s where we come in.

Different Gravy Digital have the time and expertise to ensure your Google Ads campaign delivers you the best results.

Contact us today and see how we can help you succeed with advertising on Google. For a free no obligation consultation, get in touch using one of the following options:

Book a meeting: michaelgoldman.co.uk/

Telephone: 0161 706 0004

Email: contact@differentgravy.digital