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By John Eberhard

Google Ads has changed a lot over the years, with changes in the system and even new types of advertising. So how do you know if Google Ads is right for you, and if so, which type of advertising do you choose?

There are basically three main types of advertising on Google Ads that I recommend, and I’m going to cover them and talk about how you can know which one is right for you.

Google Search

This is where you go to Google and type in a keyword phrase. As an advertiser, you can choose which keywords your ads will show up for, and you can choose other things like geographically where your ads will appear, your daily budget, and so on.

There is a certain amount of money it will cost you for every person who clicks on one of your ads. And because this is based on the bid that each advertiser agrees to when they set up their campaign, the more advertisers there are competing for a certain keyword, the more you will pay for each time someone clicks. That’s called your cost per click.

This competition with other advertisers drives up the cost per click. It varies by industry and keyword, but usually today it is not less than $2.00 per click, and can go up into the stratosphere in some industries, to $40 or more per click.

I know that doesn’t sound encouraging. But search ads can still be viable for your business if 1) you sell a high ticket item, meaning something fairly expensive like over $1,000, and 2) if there are not a lot of competitors advertising on Google search ads for your type of business in your geographical area. As an example, I have one client who has a high ticket service, and hardly any competitors are advertising on Google search in his area. So he has been running Google search ads very successfully for over 10 years and getting 80-130 leads per month.

Google Display Ads

For many years I never used display ads on Google because they didn’t work very well. But in recent years Google has made some significant changes to these types of ads, notably in how you can target people.

First of all, how this works: there are website owners who have OKed Google to run display ads on their websites. So Google runs ads on those sites, and pays the website owner a small portion of what they make when people click on the ads.

So how does Google decide which sites to put your ads on? That comes down to how you target your ads. You can target people who have searched for one of your list of keywords in the last 7 days, people who have visited a website similar to a list you submit to Google, you can target people who are interested in certain topics, and finally you can choose a list of websites where you want the ads to actually appear. On this last criteria, it of course depends on whether or not those websites accept ads from Google.

I have had excellent results with display ads in the last year. And usually the cost per click has averaged below 20 cents each, way less than Google search, which is one of the best reasons to try this type of advertising.

YouTube Ads

Google owns YouTube, and years ago they started a type of advertising on YouTube, where a visitor to the site goes to a video they want to see, and another video shows up before, which is called a “pre-roll” video. The visitor can skip the pre-roll video after 5 seconds. But if they watch it for more than 30 seconds, the advertiser gets charged. And how much? Usually under 5 cents per view.

Of course to do this you have to have a video. It has to grab people quickly, and it’s best if it is short, under 2 minutes or less. You can run longer videos, but fewer people will stay to watch the whole thing. The video should make its introductory point in the first 5 seconds, should be upbeat, and definitely needs to have a call to action at the end. The call to action is where you tell the person to do something, usually to contact you. The pre-roll ads have an option to put a call to action button under the video, which then clicks to a landing page on your website.

Here you are paying for views, not necessarily clicks to your landing page, so the quality of the video is important. It should be tightly scripted and have engaging graphics.


Search Ads

  • Target by keywords
  • Need to be selling a high ticket item
  • Ideally low competition for keywords and area
  • Cost per click is $2.00 and up

Display Ads

  • Lots of ways to target people
  • Cost per click is usually under 20 cents

YouTube Ads

  • Must have a short, quality video
  • Cost per view is under 5 cents

If you help with Google Ads or want to try one of these types of ads, or need any other help with your marketing or strategy, contact us at 877-758-7797, email us  or fill out a form here.