How Do Google Ads Work?

March 5, 2019 By

With all the opportunities internet advertising offers, there is no doubt your business will benefit from Google Ads. This is one of the most effective ways to drive traffic directly from search engines right to your website. In short, Google Ads are paid advertisements offered by Google that appear in search results. They can also appear on other third-party websites partnered with Google.


Keywords are the fuel that powers these ads. If your company is associated with a certain keyword, it will float to the top of those Google search results and appear on related websites. Advertisers can create a keyword list they feel will be most searched and bid on those words. Google will then assign each ad a quality score. The bid and quality score determines which ads appear.


AdWords works a bit like an auction. When search engine users make a search, too make sure you are the top result you have to optimize your quality score and bid amount. Higher quality scores mean lower costs and higher exposure.

Here are some factors that affect quality score:

  • relevance of ad to search
  • relevance of keyword to your ad group
  • relevance of ad to landing page
  • the click-through rate of the ad/group
  • historical account performance


Just like quality score, there are a few factors that influence your cost:

  • competitiveness of your keywords
  • competitiveness of your industry
  • geographic location
  • quality of campaigns

This may seem like a lot but if you are familiar with Search Engine Optimization, you will find that it is a very similar concept. Luckily, we specialize in making your site fully optimized for search engines and we can advise you on Google Ads too. Don’t hesitate to give us a call and we can help!