When you type something into Google, you are presented with a list of results; or SERP (the search engine results page) which shows organic results and paid results. I found a wonderful blog, Ahrefs.com, to explain in great detail about the SERP and it is hyperlinked above.
Paid search results have a little green box with the word “ad” before the listing; this is where a company, like yours, has paid to have their page show up at the top of the list. This can be done through Google Ads search campaign, which charges you when someone clicks on that link. Paid search works to drive traffic to your website through relevant ads.
Keyword Planner helps you select search terms for your Ads
When deciding what search terms you want to target, you should look to pick ones that are both relevant to you and highly searched for. Keywords Planner is a great tool which you can use to do keyword research. It will help you determine what sort of words or phrases people are already searching for around your product or service.
You will also be able to see the estimated search volume for the keywords; then it is down to you to decide how much you are willing to spend. The lower the Google keyword search volume, the cheaper it should be to buy a listing at the top of that SERP but the prices can also be determined by how many other people want to buy a specific word or phrase so it is important to pick carefully. Google’s Quality Score takes all this into account and is a way of rating the quality of the keywords you pick; and their relevance to the ad and landing pages you link them too. Quality Score is important as it has enormous influence over the cost and effectiveness of your paid search marketing.
Picking the right keywords will mean you are reaching the right people and increases the likelihood of driving high click through rates and consistent traffic to your page. With the ad, you have full control over what it looks like and you are able to choose exact keywords.
Control over your ad campaign set up and results monitoring
You can set up your ad from start to finish, as well as monitor results, using Google Ads. Once you have set up an account, simply start by creating your ad, telling people what you offer along with your chosen keyword (or search term) and daily advertising budget – then you’re done! Generate more visibility for your brand, whether you are looking to find potential customers or grow online sales.
Google Ads is measurable – you can see how many people see your ads and how many are actually clicking through to your website, which is what you pay for on a cost-per-click basis. You can even see the sales your website is generating, thanks to your ad.
Here is an informative blog on how Google changed their process of Paid Ad Searches: https://www.portent.com/blog/ppc/the-impacts-of-google-ads-changes-to-search-term-visibility.htm