What are Google Ads (Beginners 2020 guide)                            

                              As long as you search for what are Google ads or Google Ads, this means that you want to take advantage of the capabilities of the largest digital advertising network in the world to market something and make a profit through it in one of the ways.

The giant Google Ads platform is one of the most important platforms that many marketers, business owners, and bonds depend on, whether large or emerging.
If you are one of them and you want to start your journey in the world of interesting Google ads then you are in the right place, because in this guide you will get to know everything you need.
In this guide you will find:
  • Why do most of the world's marketers rely on Google's platform specifically to promote their products and services.
  • Types and locations of ads provided by the Google giant network.
  • How Google ads work through the Google Ads platform.
  • How ads are ranked in the search results.
  • How to choose the pictures and videos that appear in the different sites that cooperate with Google.
  • How is the cost of one ad calculated?
  • The most important sources you need to master the Google Ads platform.                           

    Why do you want to rely on Google ads

    In order to get new customers for your business, or to promote your various products, you can use a lot of free platforms and promotions such as:
    • Post articles on your site and get traffic from different search engines.
    • Paying attention to  SEO  in your online store and getting search engine customers.
    • Posting content on various social media (Facebook - Instagram - Telegram - LinkedIn) and building your own audience.
    Why then would you like to spend money on ads, especially Google ads, that giant network, or rather why are there so many companies and marketers who pay millions to advertise on Google?
    Perhaps you have a vision of answering this question, and perhaps these are the reasons that initially prompted you to search for what  Google Ads  or what is Google Adwords.
    However, there are several reasons I want you to consider in order for your journey to begin to use the giant potential of Google Ads, and you are completely fluent in all of the factors that depend on your success.

     Google enables you to promote in many ways

    If you think that Google enables you to make ads on the search engine results page only, then you do not see the complete picture, there are many places that Google provides you for you to place your ads on.
    For example, you will find:
    • Promotional email ads that you can show to everyone who has a Gmail account.
    • Ads in the form of pictures or short videos on various sites.
    • Ads on YouTube platform.
    • Ads on the famous Google search engine.
    • Ads on Android applications.
    Don't worry, I will show you later all kinds of major Google ads and what distinguishes each type.

     Google is the most reliable website in the world

    Advertising  is to put your product or service in front of the right person at the right time, and Google is the most used site in the world according to many statistics.
    There are more than  3.5 billion searches  done on Google every day, unlike YouTube and the rest  of the Google platforms and products  that you can use to  promote .
    This means that whatever service or product you want to promote, Google will enable you to reach those interested in it anywhere in the world.

     Google provides you with amazing capabilities to implement  successful advertising campaigns

    There are a lot of capabilities that most advertising platforms in the world do not provide, which Google provides to advertisers, for example Google, you can from the following:
    • Target specific  keywords  to place your ads on.
    • Place your ads in front of only a specific group of people according to (age - gender - interests - geographical location).
    • You can select specific sites or videos to place your ads on.
    • You can re-target your site visitors to save on your advertising expenses.
    • Google provides you with the best tracking and analysis tools to test the results of your advertising campaigns.
    • Google relies on  different AI techniques  to collect data and make it available to advertisers.
    • Google is keen to provide a powerful user experience.
    Therefore, according to  Google itself, for every dollar spent on Google Ads, the advertiser gets $ 8 in return , which is a very large number for every marketer or business owner.
    This is what makes you trust Google Ads and that it will achieve positive results for you once you know how to use it correctly.

     Free promotion takes a lot of time

    Perhaps the most powerful reason to rely on advertising in general is that free advertising via social media,  creating a blog  or even  creating a YouTube channel  takes a lot of time and maybe also some money.                                 You need:                                                                                      
  • Find new ideas for writing your articles  or making videos.
  • Use  programs to design photos and  videos professionally.
  • Build relationship with the audience and provide good content.
  • All of this takes a lot of time and effort, and ads often take the road to you, which is the most powerful reason to use ads in general.
    Of course there is a benefit for you to use one of the free methods like the one below:
    • Content Marketing .
    • Marketing through social media
    • Provide good customer service
    • SEO
    • Marketing via YouTube videos.
    All of the above methods produce positive results, which is necessary for many companies, companies and  small business owners , but imagine if you combine the power of these methods with the capabilities provided by the Google Ads platform?
    Then you will be able to use your time and budget in a very effective way, and you will be able to rely on re-targeting and testing different traffic sources.
    Having learned the importance and strength of the Google Ads platform, let us now know how it works, how Google selects and ranks ads and other important things for any advertiser.

    Types of Google ads provided by the Google Ads platform
                 
                  

    The first type is: Search network Ads

    This type is for text ads that appear to the user in any search engine owned by Google, such as:
    • Google regular search.
    • Search on Google Maps.
    • Search on YouTube.

    The second type: Google Display Network

    This type is intended for displaying your ads on sites and places that are either fully owned by Google, or has partnered with their owners to place ads on them.
    Do you see ads that appear to you on this page now between the lines whether you are reading this guide using a computer or a phone? These ads are shown to you because the winners are subscribed to Google Adsense . 
    There are a lot of sites in the world that allow advertisers to place ads on them, and this is what Google has exploited, as it has built a large platform that organizes the relationship between the advertiser and the publisher, so that each guarantees their right.
    There are many examples of where you can place your ads, such as:
    • The common sites in Adsense as mentioned.
    • Email (When you open your Gmail account, you will not see advertising email in your inbox).
    • Image ads are on YouTube itself (the ones you find on the left or right of the video when you use the computer).

    The third type: Google Shopping Ads

    This type is intended for e-stores, which can place different products and some information about them in front of anyone looking for these products.                         

    The fourth type: Video Ads

    Video ads are one of the most important and best advertisements that marketers rely on, as Google owns the giant YouTube site, which is the largest search engine in the world for videos.
    Marketers and business owners had to use this large audience through targeted video ads.

    Fifth Type: Universal App

    This type is intended for ads on the Android network that contain millions of applications and used by many people, you can promote your own application, or you can place some ads on specific applications or target a specific audience.
    All of these places, whether owned by Google (Gmail - YouTube), or whose owners allow Google to place ads in them such as sites, applications and owners of different YouTube channels.
    It enables you to obtain new customers through advertisements in a variety of different ways, and this is one of the most important reasons that marketers and owners of any business rely on Google’s Ads to promote various products and services.

    How the Google Ads platform (formerly Google Adwords) works

    The Google Ads platform displays ads to interested people and potential customers, based on two principles: bidding and quality. Every advertiser makes a bid on keywords to appear in the first results in different search results, or to appear on the relevant website pages or videos, depending on Ad campaign type.
    In fact, you are not the only person who advertises in a specific field or about a specific product, and here comes the role of Google Ads platform in determining what is the ad that deserves to appear in the first results.
    Every person who wants to take advantage of this keyword (or video - or the site) designs his own ad (text - image - video) and then put it on Google Ads and put his bid amount.
    Based on the above, in order for the Google Ads platform to determine and rank the ads, it depends on two things:                                                                    
    • Bid value for each advertiser.
    • Quality Score for each Quality Score ad.
    Let me explain to you each factor separately, then put in your hands a wonderful infographic to explain to you more how the whole process is done, and also how the cost of each ad is determined.

    How does Bidding work in the Google Ads platform?

    The first factor that the Google Ads platform relies on determining the ranking of ads is bidding, and what is meant by bidding is the maximum amount that you can pay to get the first rank of your ad.
    Suppose, for example, that you sell a "Sharp refrigerator", and you want to place an ad on this keyword on Google, and you say that the maximum amount you will pay for each click on your ad is $ 2, so the amount that you will increase with is $ 2.
    Since you are not the only one who sells this product and wants to take advantage of Google's search engine, there will be other people bidding on the same search word, maybe one of them bid for $ 3 and another for $ 1.5 ... and so on.
    Based on this, Google will display the advertisement that its owner pays more first, and then he will display ads whose owners pay less each according to his bid amount.

    What is the Quality Score and how is it used to calculate Ad Rank

    The second factor that is used to rank ads is the Quality Score or Quality Meter, which is a measure that Google uses to evaluate each ad, so that it evaluates each of:
    • How relevant the ad itself is to the search word or where the ad will be placed, for example, it is difficult to place an ad on a refrigerator on a site that talks about games.
    • The suitability   (Landing Page) of the ad.
    • The advertiser's account history and the absence of any complaints or irregularities in his account.
    • Calculating CTR is the measure of user interaction for the same ad.
    The value of the Quality Scale is from 0 to 10, so if you get Quality Score 10, this means that your ad and account are excellent and will often outperform anyone else in any bid.
    Look at the following infographic from the global Wordstream platform that specializes in purchasing ads, which explains how ads are ranked and how their cost is calculated:  

    You also see how Ad Rank is calculated, which is equal to the quality scale multiplied by your bid value.
    The account that gets the highest Ad Rank value is the one whose ads are placed in the first result, and the same is almost the case with placing ads of the type Display, such as you see on the pages of different sites and YouTube videos.
    But the difference in the value of the bidding itself, which I will explain to you later ... The important thing now is that you know how to choose the ads that are placed in front of you.

    How to calculate the cost of advertising

    In the previous infographic, we explained how to calculate the value of the ad, the value that you pay for each click on your ad or the so-called CPC, as follows:
    • After determining the Ad Rank value for each ad and determining which ad will appear in the first result.
    • Ad Rank value is chosen for ad # 2.
    • Then divide this number by the value of the quality metric for the first ad.
    • Then add $ 0.01 to the division product, which is CPC for the first ad.
    • In the same way, the cost of each ad is calculated by knowing the Ad Rank value for the ad that follows, as shown in the infographic.
    Thus, the ranking of ads does not directly depend on the value of the bid, as you notice in the infographic that the ad that won first place made the lowest bid, which is only $ 2.
    Thus, the most important factor that you have to pay attention to is your Quality Score, the higher the value you get, the lower the cost you pay and the more you beat the competitors.
    This is how the ads ranking and costing process takes place on the Google Ads platform, but there is a point I want to make clear to you so that your image becomes complete, which is the difference between CPC and CPM.

    What is the difference between CPC and CPM

    As I indicated earlier in the method of calculating the cost of advertising, that display ads are calculated in a somewhat different way, which is the CPM account.
    CPM is an abbreviation of Cost Per Mile, which is to calculate your advertising cost for impressions 1000 times, which is what is used in this type of ads.
    The process of calculating the cost takes place in the same way that I explained previously, but this time a set of ads is relied upon, and also the ad relevance is determined not based on the keywords.
    Rather, depending on the site or video on which the ad is placed, then the Ad Rank for each ad is calculated, then the rest of the steps that I mentioned earlier 

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