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MKTG 349 Week 1- Introduction To Google Ads

In a quick Google Search for running shoes, users receive a variety of results on the search engine results page (SERP). In the example below, the advertisements are positioned at the top of the page. These ads were produced using Google Ads, an online advertising program. After the initial inquiry, Google displays the most relevant ads based on the user's search. Individuals can create paid ads using Google Ads to reach potential customers.


Ads for businesses can be created using Google Ads. Todd Kelsey describes the basics of Google Ads in an Introduction to Search Engine Marketing and AdWords: A Guide for Absolute Beginners. Google Ads uses cost-per-click advertising (CPC), paying for the number of people that click on the ad. After creating an AdWords account, individuals can create an ad by inputting a headline, description, and link. Google Ads uses bidding methods for ads. Advertisers pick keywords to bid on. Keywords are words or phrases that users may use to search on Google. Google will automatically inform individuals on how well the keyword will work. The higher the bid, the more likely the ad will appear on the first page of Google. The goal is to gain the best position for the ad and get the most conversions, the number of people that click on the ad and buy the product. Understanding Google Ads allows individuals to create their own paid online advertisements.

References:
Kelsey, Todd. Introduction to Search Engine Marketing and Adwords: A Guide for Absolute Beginners. Apress, 2017. 

Tran, Tony. “A Beginner's Guide To Using Google Ads (Previously Google Adwords).” Social Media Marketing & Management Dashboard, 20 Oct. 2021, https://blog.hootsuite.com/google-ads/.


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