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Using Ads to give your website a big boost!

Promoting your business with Google Ads: A synopsis

  • Ads are one part of Google's online advertising suite and when they are used properly, Ads will enable your website’s specifically designed landing pages to create new customer leads which will contact you.

  • Ads allow you to choose your display ad locations, set a reasonable budget within which you are comfortable, and measure the power of your ad.

  • There is no minimum expenditure obligation and you are able pause or stop a campaign at any timegoogle adwords

Ads will allow you to reach people as they search Google for words or phrases or browse websites with subjects that are related to your business. Your Ads ads will appear on Google and if it’s useful on Google’s partner websites. With cost-per-click (CPC) bidding, you're charged only when someone clicks your ad.


KEYWORDS [kee-wurd]:  a significant word from a title or document used especially as an index to content.
Keywords are used as a guide for search engines when they are determining when and where your ad will appear.

google search

  • Keywords are used to determine when to show your ads to the people using a search engine. High-quality, pertinent keywords allow you reach only the most interested individuals.

  • When this interested person uses a Google’s search window to type something similar to yours keywords; your ad may be eligible to appear. Eligibility is based on the similarity of your keywords to the person's search terms, the scope of your keyword match types, and the amount you are willing to pay for a click (PPC). Keywords can be used to match your ad to sites in the Google Network.

  • A well-researched keyword list will increase the accuracy of your ads relevance and help you to avoid higher prices. Poor keywords will cause you to pay higher prices and lower your overall ad positioning.


While using Google Ads you can

google monitor done


  • The people who are searching for your products or services through your ad.
  • The people who are most likely to take action. Plus, you get to choose where your ad appears—on specific websites and in specific geographical locations (countries, states, towns, or in some cases even neighborhoods).
  • Google’s Display Network (GDN) covers 80% of Internet users in the US.




  • With cost-per-click (CPC) bidding, you are only charged when someone clicks your ad.
  • Select from a variety of bidding options.
  • You decide what you want to spend monthly, weekly, or daily. You will never be charged more than that amount. There is no minimum spending commitment.




  • Reports show how your ads are preforming—see the number of new customers who use your ad to connect to your business.
  • Google Ads’ suite has tools to use your history to improve your ads, increasing the number of potential customers who see your Ads.


It is useful to understand a few of the basics about how Google Ads work, because the more informed you are the better decisions you will make when choosing your advertising budget. Let’s begin by getting familiar with some key terms—like keywords, placements, Ad Rank, bids, and Quality Score.

Keywords—Trigger your ad


Keywords are words or phrases chosen to trigger your ad to appear in the right hand column of search results and on other sites. As an example, if you deliver pizza, you could use "pizza delivery" as a keyword in your AdWords campaign. When someone searches Google for "pizza delivery" or a similar term, your ad could appear on the right, next to Google search results. Your ad could also appear on other websites in the Google Search Network that are related to “pizza delivery.”

Placements—Advertising on non-search websites


Keywords will cause your ads to appear next to Google’s search results and other search sites. Keywords can also trigger your ads to display on a number of related sites across the Internet. Google-owned properties like YouTube and Google's partner sites like the and These placements are part of the Google Display Network.

Google automatically decides where your ads appear by matching your keywords to websites in the Google Display Network. If you would like, you can select the specific GDN placements. You get to set your bids for each as you choose the appropriate sites for your ads to appear.

Ad Rank—How Google determines which ads appear in which positions

google puzzle

It is common for a number of advertisers to use the same keyword to prompt their ads and to want their ads to appear on the same Google Properties. Google addresses this conflict of interest by using Ad Rank algorithms to determine which ad(s) will appear, and in what order.

Ad Rank is based on a combination of:

  • The bid or how much you are willing to spend per click
  • The quality/relevance of your ads and website
  • The probable impact from your ad extensions and other ad formats have on customers

About bidding and your ad quality


With a keyword-targeted ad on Google Search and its partners, your real bid is based on a combination of your maximum cost-per-click (maximum CPC) bid, which is the maximum amount you're willing to pay for each click on your ad (though the final amount you're charged per click—your actual CPC can be less) and your Ad Quality. Your Ad Quality score is based on your Quality Score. Your Quality Score is a function of your expected click-through rate, your ad relevance, and the quality of your landing page’s user experience.

What you actually pay per click


Every time your Google Ads is eligible to appear on Google search or Google Display Network, your ad goes through the Google Ads auction. The amount you are charged (your actual Cost Per Click) can be less than your maximum CPC bid because the most you will pay is the minimum required to hold your ad position which includes ad formats shown with your ad, such as sitelinks.