Google is the biggest search engine the world has ever seen, and every second there are 2.3million searches – with the vast majority of search results including some type of Google ad.

If you’re looking to promote your product or service to over 3 billion people, Google pay per click ads are the way to go. PPC expert and Google ads specialist Dan Trotter from PPC Geeks shares his beginner’s guide to running successful Google ad campaigns.

How much do Google ads cost?

The cost of running Google ads varies based on a number of factors, such as competitiveness of the keywords within your industry. In the UK, the average cost-per-click for Google pay per click ads is around £2.50.

Why should I run a Google ad campaign?

The statistics which underpin Google’s global appeal and mass usage show how truly powerful an effective ad campaign can be:

76% of the search engine market belongs to Google, whilst 73% of the paid search market also belongs to the platform.

66% of shoppers prefer online shopping, and people who click on ads are 50% more likely to make a purchase.

Google’s ad network reaches around 90% of online consumers in the UK and over £3,000 per second is generated through Google advertisements.

What are the types of Google ads?

There are a number of Google pay per click ads you can choose from, ranging from in-game app ads to simple shopping ads:

Google Shopping Ads – shopping campaigns involve detailed product descriptions – be it price, product photography, or size and shape. Google Shopping ads enable you to advertise a product based on specific keywords rather than the entire brand and its back catalogue. These are perfect for most e-commerce brands with CPCs (cost per click) lower than standard text-based ads.

App Ads – with Google App ads you can run multiple campaigns that encourage users to purchase your app based on their apparent use of the same app or similar ones.

Video Ads – video ads are displayed before, during and sometimes after a video. YouTube is a search engine, so keywords have the same impact as they would on Google. Don’t neglect things such as bidding strategies, keyword research and demographics.