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how does google ppc work

How Does Google PPC Work?

Google Ads is an advertising platform that uses the pay per click (PPC) model of advertising. So, any business that wants to advertise on Google and target its customers, pays for each click on its ad that either leads to a website visit or a direct phone call.

Your ads will appear next to other ads in an auction system when you bid on keywords that relate to your products or services.


How Does Google PPC Work


Your position in the results depends on a number of factors such as your maximum bid limit, competitiveness of your keywords, number of competitors, quality scores and so on.

Generally the higher your ads are, the more traffic you will get and the more conversions you’re likely to get. So, being in the top positions has a lot of benefits although it can get expensive if you overbid.

The average return in Google Ads is 200% and that has helped many advertisers to be profitable. And there are many businesses that have achieved much higher returns with some reaching 2000%. That means some businesses are seeing an impressive  return of $20 for every $1 spent.

There are a number of things that are required for you to be able to advertise on Google and promote your business, products or services.


First you’ll need to create an account at to advertise on Google. You can do this in minutes and then add your payment settings including your credit/debit card.


Next, you’ll need to create a campaign. In there you’ll add things like your budget, locations you want to target including languages and you’ll set a bid strategy that will help you to bid on the keywords you want to appear for.

And you’ll create your ad groups in the campaign, where you’ll add your ads and keywords.


The ads you create in your Search campaign are called Responsive search ads. They provide you with up to 15 headline spaces and four description lines for you to add as much information as you can about what you are promoting. The system then creates ad combinations that are relevant to what people are searching for on Google.

Regarding the number of ads you create, it’s ok to add one responsive search ad in each ad group. The system then works out the headline and description combinations that are relevant to the search terms.


Keywords are an important feature in Google Ads. So, you’ll need to carry out some keyword research to find those that are relevant to your products or services and what people are searching with on Google.

Use the Keyword Planner tool in your Google Ads account to carry out the research. It’s an easy tool and you’ll find it in the Tools & Settings section in your account.


These are the main components to a Google Ads account and what you’ll need to be able to advertise. And understanding how the system works will help you to setup and run campaigns that work well for your business. Also, taking some Google Ads training will help you to make that possible.

Get in Touch

Need help setting up your ads in your account? I’m happy to help and as a Google Ads freelancer and PPC expert I’ve helped many clients run successful ads. Get in touch with me below to discuss.

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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