My main business is helping people with Google Ads.
But one of the questions I still get, and there still seems to be a lot of confusion
are, what exactly are Google Ads?
People seem to get that confused with search engine optimization as well as Google business
listings or Google Maps, as some people will call it.
So what I'm going to do is I'm going to take you through the who, what, when, where, and
why and how of Google Ads.
Essentially I'll walk you through what they are, where you find them, how people use them,
why they would use them, and so on.
Let's get started.
Hi, I'm Mike Mancini, helping you market, simplify and impact your business.
And if you'd like to see more videos about Google Ads and other marketing and simplification
tools for your business, do us a favor, hit the light button, subscribe and hit that little
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One of the biggest questions I get is, what are Google Ads?
It's not always a question of what are Google Ads.
Sometimes it's just confusion.
People actually believe Google Ads are something different than they actually are.
So, let's say I find a mouse in my house.
I don't want to figure out where it came from, I just want somebody to take care of it.
I might go onto Google and type in 'pest control'.
Now when I typed that in, what you will see is a number of different items.
Now these up here are what they call local search ads.
They are a Google product, you do have to have an account with Google to do those.
Those are essentially local businesses that have opted to put their businesses there.
Now they have to go through a verification process with Google and Google will actually
guarantee their service up to a certain amount.
So as a business, you do have to sign up, you have to jump through some hoops to get
your listing up there.
But as you can see, there are three local businesses.
You can actually click on this link and see more.
Now those are a type of Google search ad.
The next section down, these are what people call Google Ad words or they were switched
over the name a couple of years ago and now they're actually called Google Ads.
And you can see them, they're identified by the text here that says 'Ad'.
Now you might see anywhere between zero or three ads at the top and if you scroll all
the way to the bottom of the page, you will see up to three more.
Now, these ads are free to be here right now, meaning Orkin right here is not paying for
this ad to be in this position.
However, once I click on this, if I do click on it, which I'm not going to, Orkin will
get charged a certain amount.
How much?
It always varies depending on how much competition there is for those keywords, how big of an
area they're covering, how much they're willing to pay for those keywords, how well their
ads are written, and if people are having a good experience once they click on those
ads.
Meaning, are they finding what they're looking for?
Are they taking action?
Are they engaging with that page?
If you scroll down past the first ad results, you will see what are called Google Business
Listings or Google My Business.
People will also refer to those as Google Map Listings or The Big Three, you'll hear
them called some times.
Now, these Google Business Listings are free.
Now, if you do have a local business, I would highly suggest going and claiming that business
listing and getting that set up.
All you have to do is go to Google and type in 'Google My Business', it'll walk you through
it.
Now, if we go down below those Google Business Listings, we will see what are called Organic
Listings.
Now when people talk about search engine optimization or SEO, this is what that has to do with.
So right now Orkin.com is ranking number one for pest control, or the keyword 'pest control'
in this area at this particular time.
Could that change tomorrow?
Absolutely, but I think there's a lot of confusion that goes into Google Business Listings, search
engine optimization or Organic Listings and Google Ads.
People get the three confused all the time.
Now to optimize your website to come up for these keyword terms, is a whole another ballgame,
meaning it has absolutely nothing to do with Google Ads.
You need to hire a search engine optimization expert or learn how to do it yourself to come
up very good in these rankings for competitive keyword terms.
Now, if you're in a very niche product or a smaller area, it's much easier to come up
for these terms, but if you're in a very competitive field or a very large geographic area, it
can be much, much harder and take much longer.
So here I've answered the question, what are Google Ads?
I've showed you the differences between all of these different things that come up once
you do a search and we've actually shown you where to find them.
Now the next question would be, why would I use Google Ads?
Let's stick with our previous example of, if I had a pest control company.
Now, if somebody types in 'pest control', I want my business to show up here.
I want the first thing that people see is 'pest control' in the headline of my ad.
I want them to know that I have a solution to their problem.
And a lot of people are thrown off by the notion that whoever bids the most gets put
in this first position.
That is not true at all.
Google wants people to have a good experience when they click on an ad, so Google will reward
advertisers.
So if I click on Orkin's ad and I go to their page and I click on the phone number to call,
or I fill out a form, or I scroll and I read and I spend some time on that page, Google
is measuring all of that.
The more time I spend on that page or the more actions I take, Google will actually
reward Orkin and they will reward them by giving them a higher ad position for a lower
cost.
Now if somebody really wants to go in there and just outbid everybody and pay $100 for
every click, Google will take that money, but they will also record the fact that if
people aren't finding what they're looking for, if they get to that page and they're
automatically clicking the back button because they don't see what they're looking for, Google
will stop showing that ad and will also continue to charge them more.
So as a business owner and when somebody is looking for me, if they click on one of my
ads and they take action, Google will reward me by giving me a cheaper cost per click over
time.
So some of the types of businesses that use Google Ads are obviously service businesses.
Those are fantastic.
Ecommerce businesses do very well with Google Ads as well, assuming that you have a product
with a decent price point.
If you're selling $3 costume jewelry and an average order might only be $10, Google Ads
might not be the best route for you because a click might cost you a buck or two.
Now, let's go into the next part, how do Google ads work?
If somebody clicks on one of these, they'll be taken to what's called a landing page or
a page on a website that talks about the particular service.
So they might go to a page like this.
They typed into Google 'pest control' and as you see here in this example, they land
on a page, it talks about pest control.
In fact, there's a big graphic that says pest control, talks about a full service pest control
company, you can see the word is highlighted here, but more importantly, there are places
to take actions on this page.
One is to call the company here or the other one is to fill out the form to request an
appointment.
Now, other things on the landing page might be some of the pests that they protect against,
about them, some more about their services, some testimonials and so on.
But this phone number is obviously the company's phone number.
This form, obviously when somebody fills it out, it will be sent right to the company.
But that's really how simple it is.
Once somebody clicks on an ad, they go to a landing page where hopefully they can take
some action.
So who should use Google Ads?
Really any business, especially local service type of businesses who are trying to get more
clients or more lead generation.
If you have an Ecommerce business and you can sell that product nationwide or around
the world, Google Ads could be an option for you.
If you have a large Fortune 500 company and you're selling software, Google might be a
great lead generation tool for you.
So Google Ads can work with really any type of business as long as the business has a
product or a service that's over, let's just say, 20 or $30.
If you're out there trying to capture somebody that's going to come into your business and
spend $20 one time in their life, Google Ads may not be the best for you.
However, if that person comes in and spends $20 every week for the next two years, that
obviously might be worth something going after.
But the next follow up question would be, when should I use Google Ads?
I speak to a lot of companies who are in the startup phase.
They don't necessarily have a business model yet, they don't necessarily have a product
or a service, they have an idea, and they talked to me about setting up Google Ads.
That is way too early to get into that.
You need to have a product or a service that is ready to go that when somebody clicks that
order button, it can ship right away.
Now, using Google Ads will start up businesses, there is a place for it, but typically most
businesses need to be up and running.
You need to be able to receive new clients because you can turn these ads on and receive
clients within a day.
You can turn these ads on and receive product orders immediately.
So you need to have your business ready to go.
So did I answer the who, what, when, where, why and how of Google Ads?
Hopefully I did for you.
If you have any other questions, please do me a favor, leave them down in the comment
section below.
I do try to answer all of the questions.
So if you'd like to see some more videos about Google Ads, check out our channel on YouTube.
Otherwise, if you want to find out more about how to set up or optimize your Google Ads
for your business, we have a training course that I put together that is set up for the
beginning and advanced users.
You can find more about that at PPCVideoTraining.com, I will put a link in the description area
below.
Or if you want absolutely nothing to do with anything technical when it comes to Google
Ads, you just want to talk to somebody to see if it might be right for your business
or not, you can find more information about us at ManciniDigital.com, I will put a link
below in the description area as well and also information on how to get in touch with
us.
So thanks so much for watching.
I hope I helped to market, simplify or impact your business.
If you want to watch some more videos on Google Ads, over to the right hand side you will
see some of our more popular Google Ads videos.
Thanks so much for watching, hope to see you next time.