Google Ads Explained

This article is written by our 2023 Expert Sponsor, Sonja Pototzki Raymond, from The Search Republic. Contact Sonja today for help keeping your marketing on track! Sonja is part of our business networking community for women, right here in Perth, WA. Come join us here and say hi!

Founder of The Search Republic, Sonja Pototzki-Raymond

If you own or manage a business, you may have considered using Google Ads. Given that it holds 94.45% of the search market share in Australia, utilising Google Ads for your company just makes sense. Forbes reports that 75% of users do not go beyond the first page of a Google search, so using Google Ads is a great way to ensure that you don’t get missed.

In order to excel with Google Ads, there are a few essential points to keep in mind, regardless of whether you’ve tried it before or are completely new to the game.


So, what is Google Ads?

In essence, Google Ads is a platform for online advertising developed by Google where marketers from all over the world can place bids to have their ads displayed across the Google Search and Google Display network.


Google Ads: How it works

When a user searches, Google Ads conducts an auction to choose which ad should show up. When an advertisement is qualified to show up in a search, it goes through an auction process, which chooses whether it will show up and, if so, where on the page.

Don’t forget that there are other factors involved in auctions besides the highest bidder. If Google determines that your ad is more relevant and important to the searcher, it may still display in a higher position even if your rivals bid greater than you.


The 3 main types of Google Ads

Search Network Campaigns, Display Network Campaigns, and Video Campaigns are the three main categories of Google Ads. They are defined as follows:

  • Typically, Search Network Campaigns display text-based advertisements on Google Search results pages when a user looks for a particular product or service.
  • Display Network Campaigns commonly take the form of images and exhibit on websites or apps that your target audience is prone to frequent.
  • Video Campaigns usually feature 6 or 15-second videos and display right before or during YouTube content.


What makes a Google Ads campaign successful?

To achieve a thriving Google Ads campaign, several factors come into play. Here are some essential terms that you should be familiar with.

Quality Score: Google evaluates your advertising and landing pages on a scale of 1 to 10 based on how well users interact with them when looking for your keyword(s).

Audience: Regardless of the Google Ads campaign type you choose to use, you can aim for specific groups of people by utilising interests, intents, and demographic information.

Keywords: The phrases or words that best characterise the good or service you’re attempting to promote. They aid in deciding when and where your advertisements may run. 


Is Google Ads a worthwhile investment?

Determining the cost of Google Ads is not a straightforward matter, as it varies significantly based on the industry and keywords you bid on. Google operates on a pay-per-click model (PPC), where you pay for clicks on your ad or per impressions (CPM).

Suppose your website is struggling to rank organically in search results. In that case, utilising Google Ads can help you reach the first page quickly, bypassing the months or even years required for search engine optimisation (SEO) efforts. This ensures that your business is visible to potential customers searching for your product or service.

Because Google Ads gives you complete financial management, it’s a great tool for small to medium-sized enterprises with limited marketing budgets. It’s crucial to avoid overextending yourself if you want to build a Google Ads campaign on a tight budget. Instead, concentrate on achieving a single, distinct goal.

When it comes to pay-per-click (PPC) protection, you might be unsure of its necessity. PPC security is typically offered by a third party organisation to guard against click fraud that might be connected to your account.

In order to drive up expenditures and deplete their budget early in the day, advertisers wilfully click on their rivals’ ads numerous times. This is known as click fraud. But as search engines already go the extra mile to stop this happening (and to protect their reputation), we generally do not recommend purchasing PPC protection.


Tracking conversions

The significance of Conversion Tracking cannot be overstated in ANY Google Ads campaign. At times, the objective of why we are advertising can slip our minds. However, the ultimate goal should always be to generate conversions!

The definition of a conversion may vary depending on the nature of your business. For instance, if you operate an e-commerce enterprise, an online purchase would constitute a conversion. Alternatively, for a hair salon, a booking made online or through a phone call could be considered a conversion.

It’s important to keep in mind that when tracking conversions, you should measure the closest activity related to a sale that is relevant to YOUR business.


Australia-wide Google Ads Experts

To maintain a successful Google Ads campaign and avoid a rise in cost-per-click, it’s crucial to review, manage, and adjust it based on its performance over time. Regular optimisation is key to ensuring long-term success. If you’re unable to do this yourself, it may be time to enlist the assistance of a Google Ads Specialist.

The Search Republic’s focus is on providing results-based campaigns for our clients. Our specialists strives for exceptional results in all search-related areas, including Google Ads, Google Display, Google Remarketing, Bing Ads, Yahoo Ads, and SEO (Google, Bing, Yahoo, Duck Duck Go).  

With support from our SEO specialists located across Australia, we’re confident you’ll enjoy tangible outcomes. Contact us today to discover more about Google Ads and how we can assist in improving your Search Engine Marketing (SEM) Strategy.


This article is written by our 2023 Expert Sponsor, Sonja Pototzki Raymond, from The Search Republic. Contact Sonja today for help keeping your marketing on track!

Business Community Perth Sonja

Founder of The Search Republic, Sonja Pototzki-Raymond, speaking at our 2023 International Women’s Day Event


Sonja Pototzki-Raymond MSc is a CEO, Google Search Expert, Speaker and Business Coach helping her community outrank their competitors online.

A force to be reckoned with, in 2018, Sonja founded The Search Republic (formerly known as The Marketing Republiq), and within 4 years, has generated over $350 million in sales for her clients. With a global footprint and a long client waitlist, The Search Republic is now one of Australia’s most in-demand Google-accredited digital agencies.

Educated with an honour’s degree and master’s in marketing, Sonja combines her Google Search smarts with her big heart, passionate about making a difference to her client’s bottom line, the environment and the business community.

With 17 years of global marketing and advertising experience, including working for many high profile international brands – Guinness, Jameson, Nestle, L’oreal, Special K and Benefit Cosmetics, to name a few, Sonja is renowned for accelerating growth and transforming businesses using ethical, effective and sustainable Google Search strategies.

If you’re keen to learn more about Google search follow Sonja on Instagram @sonjathesearchqueen

Sonja #GirlBoss uses her extensive digital marketing agency experience to offer you honest and professional business growth with transparent results.