These days, it is very difficult to find a business that’s not trying to boost its presence online, and PPC platforms mostly play important roles in their digital marketing campaigns. Nevertheless, selecting the right PPC platform to advertise your brand and get potential leads effectively is not always easy.

If you’re a beginner in the world of PPC, it can be pretty confusing to navigate your way around PPC platforms, especially Google Ads. That’s the reason this article will focus solely on the Google Ads platform.

So, in order to assist you in finding the best tool to do the job, we have broken down five important aspects of the most popular pay-per-click platform in the world to help you find most of the features you require to achieve your online marketing goal.

Since Google Ads is undoubtedly the most popular and biggest PPC platform at the moment, this platform is a cost-effective way that many businesses use to reach their target market via paid media. Since online marketplaces are now becoming very much saturated with competitors, several digital marketers head to Google Ads to help them break through the noise and create brand awareness.

Below are some of the important aspects you’re required to know about the Google Ads platform:

1.   The Reach

If there is anything you need to expect from the most used search engine in the world, it’s the fact that it has a massive fraction. It generates over 40k search queries each second and around 1.2 trillion yearly, which means that there’s no platform or search engine out there that can provide the audience potential you get from the Google Ads platform.

2.   Ad Formats

  • Text ads
  • Video ads
  • Image ads
  • Call-only ads
  • Responsive ads
  • App promotion ads
  • Showcase Shopping ads
  • Product Shopping ads

3.   Ad Placements

All ads will be displayed in Google search engine results alongside other Google search websites.

The ads also appear on sites that are part of the Display Network of Google.

4.   Pricing

Costs of ads are unique to brands as they’re dependent on campaign details and ad settings such as targeting, keywords, bid, and budget. It’s also determined by the performance of an ad in the Google ad auction, concentrating on its Ad Rank and Quality Score. With all that being said, below is an average estimate you should expect to pay for ads:

  • On big campaigns, the average ad spend is between $9,000 and $10,000 monthly.
  • On the Google Search Network, the average CPC is between $1 and $2.
  • On the Google Display Network, the average CPC is lower than $1.
  • You should set out between 12% and 30% of your monthly ad spend for Google Ads Management.
  • For PPC Management Tools, your budget should be around $15 to $800 monthly.

5.   Pros and cons of Google Ads


Excellent exposure: Is there any business in the world that would happily reject the chance to rank high on the largest search engine on the internet? When Google Ads is used successfully, it can generate a massive volume of traffic to your brand.


Cannot neglect SEO: When it comes to ranking ads, Google considers sites whose landing pages are of great quality and contain relevant content. So, optimization is a crucial aspect of getting great results with Google Ads.

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