One common tool in digital marketing is Google Ads, a highly visible and widely utilized online advertising platform. Ads on Google drive traffic to marketers’ websites, where they may tell potential customers more about what they offer.

But how do Google ads work in digital marketing to help our online business? You will get a basic understanding of these Ads and their function in an organization’s online advertising strategy from this article.

What are Google Ads?


Google Ads


This is Google’s advertising program, which used to be called Google AdWords. It lets businesses put ads on Google and its advertising network. Business bets on words and sentences that have something to do with their products or services.

People who look for these terms or visit a site in the Google Display Network might see an ad for the business next to the results or on the site itself.

Every time someone clicks on the ad, the business gives Google a small fee. Pay-per-click advertising means that companies only pay when their ads bring people to their websites.

How Does Google Ads Work?

The following are a few significant points to keep in mind about how Google Ads work:

1. Keywords


Keyword Research


Businesses choose words and phrases that are related to their products and those they believe Google users will search for. Some of the most prevalent categories are broad matches, phrase matches, and particular matches.

2. Bids

Businesses set a maximum cost-per-click bid for each keyword and phrase to indicate how much they are willing to pay for a click on their ad. Bids impact ad position.

3. Quality Score

Google assigns a quality score (1-10) that represents ad relevance. Aim for higher quality scores so that you can get better ad positions at lower costs.

4. Ad Rank

The bid and grade score of an ad is used to figure out its rank. A higher rank means that an ad is more likely to be seen and clicked on.

5. Landing Page

The destination URL that should provide relevant content matching the user’s query and expectations set by the ad text.

Setting Up a Google Ads Campaign

When setting up a Google Ads campaign, advertisers:

  • Set a total daily or monthly budget
  • Choose geographic and language targeting options
  • Select devices to show ads on – desktop, mobile, tablet
  • Pick campaign type based on goals – search, display, video, shopping, app, local
  • Create ad groups around products, services, or types of customers
  • Compose compelling ad text, including headlines and descriptions
  • Input relevant keywords and set bids – may start low, then optimize
  • Design landing pages that will convince visitors to convert

Google then displays ads to people searching for those keywords or visiting sites relevant to the targeting options. The advertiser pays only when searchers click on the ads.

Why Do People Run Google Ads?

  • Increased website visibility – ads appear prominently next to relevant Google searches
  • Traffic from qualified leads – ads show to users already searching for related topics
  • Pay-per-click model – advertisers only pay when users click on ads
  • Targeting capabilities – focus on geography, language, device, age, and other demographics
  • Testing capabilities – easily test ad variations, landing pages, and more to optimize campaigns
  • Trackable results – view clicks, impressions, and conversions and calculate return on spend

What About Google Ads Metrics and Optimization?

There are a few key metrics advertisers use to track Google Ads performance and optimize campaigns:

  • Impressions – number of times ads have appeared
  • Click-through rate (CTR) – it is ratio of people who clicked on Google ad after watching it
  • Cost-per-click (CPC) – the average amount paid each time an ad was clicked
  • Conversion rate – percent of visitors that complete a desired action

Ways to optimize over time include:

  • A/B test ad copy, landing pages, keywords, and placement
  • Adjust bids and budgets between better-performing ads
  • Improve quality score by enhancing relevance
  • Add negative keywords to avoid irrelevant clicks
  • Use remarketing to target visitors after they’ve been to the site


Now you know how Google ads work in digital marketing and how they offer businesses a uniquely targeted, trackable, and cost-effective kind of digital advertising. Google Ads delivers relevant promotions precisely when purchase interest is raised by following users’ intents signaling through keyword searches.

Different advertisers use the platform’s extensive campaign optimization tools to generate traffic, increase visibility, and achieve an excellent return on investment.

Marketers in Canberra Website Designer use Google Ads to get qualified clients for their online business by investing time in best practices for campaign setup, bidding, message, and analytics.