Ultimate guide to how ads are created for search engines

Ultimate Guide to How Ads are Created for Search Engines

Through this module, we are up to sharing with you the most important topic of Digital Marketing, i.e. PPC (Pay Per Click) Advertising and most importantly how it works. There is this whole world of paid marketing that needs to be known, in fact, PPC has its very own dictionary of terms, that are Keywords, Ads, Budgets and Bids, Ad rank and Targeting.

Let’s start with unveiling the basics first! So first things first, what is PPC?

PPC or Pay Per Click is an advertising paradigm that allows marketers to place ads on various appropriate ad platforms, and pay a preset amount of money to that host platform only when the ad gets clicked, hence the name pay per click. The ultimate goal is to lead the person viewing the ad to the page of the advertiser/ his website/app so that the lead gives them a conversion. 

Search engines are the most preferable advertising platforms that allow the display of attractive ads to relevant users. Google Ads and Bing Ads are the two most popular search engine advertising platforms that allow real-time bidding, where ad spaces are sold in an automated auction.


Is there Anything called Paid Search? What is it?

Whenever there is an ad spot available on the search Engine Result Page (SERP), there is an auction that takes place for the keyword that is searched at the same time. After the combination of multiple other factors, like bid amount, ad relevance, ad quality, the winner is decided and that winner appears on the top spot in the SERP. These auctions are the core functionality of the PPC and only the ads that win the auction appear on the result page.  

To be a part of these auctions, advertisers use their accounts on these ad platforms (like Google Ads) to be able to participate in the auction and be able to display their ads. This way they get to choose where and at what time do they want their ads to come up. The account is firstly split into Campaigns to ease the process of handling on the basis of the targeted locations, various products, or any other basis you want.

These campaigns get further bifurcated into Ad groups that comprise of the most relevant keywords and ads that use those keywords. 

Wait! What are Keywords?


Keywords are the heart of the PPC advertising model. These are the phrases or group of words that connect advertisers to their audiences’ search. Whenever a user puts in a query into the search box, those are the keywords or a combination of keywords. When an advertiser recognizes those keywords that are most relevant to their ad campaign and that can make their ads rank, they use those keywords to target their audience 

Keywords are abstract combinations of terms that someway help in targeting better. Depending on the keyword match type, advertisers can set or choose from the various search queries trying to somehow hit the precision.  Let us understand this with an example, advertisers can choose the keywords that they want to match to the search queries and they can also choose to allow variations like in words, in spellings or in the arrangement of words, to be able to match the search proximally. They can also choose to have some negative keywords. Negative keywords will stop your ads from showing to the search queries that contain the negative keywords you mentioned. This helps in avoiding irrelevant queries and vague clicks.

How are Ads Created?

Now comes the main game of creating an Ad. We can create ads in our ad groups (that target shared a set of keywords) under ad campaigns. Ad is the end product that people will see if we win the auction, so it is very important to get this right! It contains a catchy headline, a URL and a worthwhile description.

On the Search Engine Result Page, Ads show either on the top or at the bottom, or at the right corner of the page, so it is advisable to test different versions of ad copy to be sure about what performs the best! You can also add ad extensions to increase the functionality of your ad because they help hugely in increasing the visibility of ads and make them look more engaging.  

Okay! But how does this system of budgeting works?


To be a part of the auction, you need to decide how much you are willing to pay on a particular keyword and for that, you have to decide a budget at the campaign level and Bid at the ad group level. Budgets must be set as per the strategy, but to be clearer with the expenditure, work on bids. 

What do we need to know about Ad Rank?

Winning the auction is not just about putting in the highest bid, in fact, search engines use other crucial factors to determine which ads must be at the top of the SERP. In the case of Google, bid amount, ad relevancy and quality and the search context are all taken into consideration. Quality Score is a measure that helps determine ad relevance and its components are Click-through Rate (CTR), relevance to the Ad, landing page quality, etc.

The better the quality score, the lower will be the CPC but if you bid on keywords with bad quality score, search engines might even penalize you. So, keep your content engaging and useful and make sure that your landing page must load as fast as possible.

NOTED! But how can I Target?


There is one and only one major solution to right targeting, and that is “Choosing the right set of Keywords”. Other targeting options are device type, location of the clients, the time at which you want the ad to go live and other demographics. Keeping varying targeting options is very crucial because different variations may work differently for one ad group that the other. Bids can automatically be adjusted for keywords based on the targeting options, to optimize the campaign efficiency.

How do we measure the success of our Ad campaign?

Ads are not created just to get clicks, but to get the conversion. Conversions are the actions taken by the audience, upon arriving at your landing page via clicking to your ad. Conversions could be:

  1. Buying a service/product
  2. Signing up for the newsletter
  3. Calling for enquiry

Keeping the track on conversions only helps you know how well your PPC campaign is working. This can be a bit tricky, thus people prefer using Google Analytics to get better insights. There are endless benefits of using PPC advertising, so, learn how this works at OSL.

OSL is Asia’s fastest-growing digital marketing school that can help you know the A B C of digital marketing. Join us to know the magic tricks that can help you make money online with every blink of an eye by guiding you to drive your diligently created data in the right way.

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