There are three basic types of Google Ads:

• Search Network campaigns – usually text form, these ads can show on Google Search results pages when someone searches for a product or service that’s similar to yours

• Display Network campaigns – usually image form, these ads appear on websites or apps that your customers visit

• Video campaigns – usually 6 or 15 second videos, these ads show right before or during YouTube content in-stream.

There are 22 types of Google Ads campaigns that include more advanced campaign types, including Shopping campaigns, and App Campaigns.

Every business and industry will have a different timeline for how long it takes Google Ads to really start producing valuable results, whether that’s sales or leads. There are many factors that make a successful Google Ads campaign work including; having the right setup, ad copy and a website that is user friendly and optimised for conversions.

For search campaigns you can expect to see results as quickly as a few days or weeks if everything is set up correctly and your budget makes sense. Display campaigns can take longer to produce results. However, it can take at least 3 months for a new Google Ads Campaign to mature and to gather the necessary data for optimisation.

Once you submit your ad to Google, it is usually approved by the policy team within 24-48 hours. However, most should find ads appearing within an hour or two of being enabled.

It’s important to note the learning period of Google Ads campaigns often means your ads won’t reach maximum visibility straight away.

To avoid negatively impacting important metrics like CTR (click-through rate) we recommend using Google’s Ad Preview and Diagnosis tool instead of Googling your own brand or related keywords. Accessed via the Google Ads interface, the tool allows you to enter search queries to check if your ads are being delivered as expected and offers an explanation if your ad is not visible.

One of the best features of Google Ads is the ability for advertisers to control cost on multiple levels. The most common method is to apply an average daily spend amount to every campaign, which can then be increased or decreased as the month progresses.

A simple formula exists to calculate average daily budget: monthly budget / average number of days per month = average daily budget. For example, Rs 30,000/ 1,000/- (avg. days per month) would result in an average daily account budget of approx.

It is important to note that Google may spend over or under this amount on a given day but overall spend for the month will not exceed a set monthly spending limit .

For holidays like Christmas, a shared budget can be applied to multiple campaigns. This allows advertisers to control spending and easily report on spend breakdowns for certain promotions or seasonal events.

Keyword research is vital to understanding how much budget is needed to wield successful results. Using professional tools like SEMrush, Eyekiller identifies keywords and their costs and uses this to inform client budget recommendations.

To get ads to the top of search results page, it’s important to first understand how Google calculates Ad Rank.

Google Ad Rank

An auction determines the position of ads within the SERP. But, unlike with most auctions, the winner is not necessarily the highest bidder. In the Google Ad auction, the amount bid is only one factor used to determine the overall Ad Rank. The Ad Rank score is what determines ad positions in the search results. The other factors that make up Google Ad Rank are:

• Your bid
• The quality of your ads and landing page
• The Ad Rank thresholds
• The competitiveness of an auction
• The context of the person’s search
• The expected impact from your ad extensions and other ad formats

Google calculates ad rank using the following formula; “Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected click-through rate, ad relevance and landing page experience), the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search (for example, the person’s location, device, time of search, the nature of the search terms, the other ads and search results that show on the page and other user signals and attributes) and the expected impact of assets and other ad formats.”

To achieve a number one ranking ad, you need to think carefully about its relevance and the user experience. And don’t forget – ad ranking factors don’t stop with what your potential customers see in the SERPs, the landing page UX has to be top notch too.

The amount of budget you need will be totally unique to your business and market and require a tailored approach to your business goals.

The approach we suggest is starting with a test budget to contain costs as you work through the learning period.

The best approach for establishing a Google Ads budget is by;

• Conducting keyword research, identify what keywords you want to target and look at their average CPC/bid ranges and align this with your objectives to inform the budget.
• Can always start with a small budget and scale if necessary.

Success is dependent on things like industry, service area and competition. However, if leveraged properly Google Ads are absolutely worth it as it can drive huge amounts of value for both large and small businesses. Google Ads can offer the ability to reach targeted and motivated audiences and an easy-to-track ROI to name just a few advantages.