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Intro to Google Ads

This page gives a brief intro to Google Ads (at the moment limited to Google search ads).

What determines the cost​

  • Google Ads (search) operates on a pay-per-click auction system.
  • There are only a few ads that appear for each keyword. Companies have to outbid each other in order to secure their spot.

On Ahrefs website you can find some examples of the most expensive keywords.

Expectations for budget​

Inhouse we run campaigns with budgets up to 50 eur/month. Ad expenditure is determined buy cost per click and search volume.

It is not possible to spend very much money using search ads to promote niche topics that have very low search volume (nobody is searching) and low competition (nobody else is bidding).

Approval​

  • Ads need to be approved in FUSE by medical. Prepare some kind of Excel template to use for preparing and transferring the ads.
  • Is any kind of approved media plan needed? Who should approve media plan (money, investment, cost allocation)? Which template to use?