It's hard to imagine our lives without Google. It's a search engine, it's a verb, and it is so much more. Packed in with everything else are a killer office suite and a business platform that can take your marketing to the next level. This platform is Google Ads. Google Ads was created barely two years after Google.com, which has since become the most famous website on the planet. The advertising platform was first launched in October 2000 as Google AdWords. However, it was rebranded as Google Ads in 2018. With 259 million unique visits and 4.8 billion daily interactions, there's a good chance you've seen a Google ad and likely clicked on it. Your potential clients have as well.
Google Adverts can place advertisements on non-search websites, mobile applications, multimedia, and search engine results like Google Search (the Google Search Network). Pay-per-click (PPC) advertising is used to pay for the services. The Google Ads system is partly based on cookies and partly on terms chosen by advertisers. These criteria are used by Google to insert advertising material on pages where they believe it is relevant. Advertisers are compensated when consumers redirect their browsing to click on the ad copy. Local, national, and worldwide advertisements are all possible.
When consumers search online for the items and services you offer, Google Ads will display your ad. Google Ads helps you get your ads in front of potential customers at the exact moment they're ready to act by employing clever technologies.
Begin by deciding on a goal, such as increasing website traffic or increasing phone calls to your company. Next, choose the geographic area in which your ad should appear. It can range in size from a few miles around your company to entire towns, nations, or continents. Finally, create your advertisement and determine your monthly spending limit. When your ad is approved, it will appear whenever people in your target area search for a specific product or service that is comparable to yours.You only pay when users engage with your ad, like clicking your ad or calling your business.
Why Use Google Ads
Grain A Massive Reach
Google has a vast audience. Google has now become a verb rather than just a brand. The Merriam-Webster Dictionary even defines the term "Google"! People looking for answers to problems that your company can solve are among them. If they've ever used the web, they've probably Googled a solution to a problem. When you can help them find the answer, even if it's through an ad, they're highly likely to choose you over your competitors.
One of the most effective lead generation methods is Google Ads. If you build up your campaigns correctly, you may deliver highly focused leads to your website, opt-in form, or another online asset. Google Ads lets you target people that are looking for what your company has to offer. This means you may keep refining your searches so that only people interested in buying your products or services are directed to your websites via this network. You have the option of bidding on certain long-tail keywords or shorter keywords. While the former allows you to target high-intent customers, the latter may allow you to obtain more traction with fewer leads.
When you first start using Google Ads, you'll notice that you may even target people who use specific devices. Google will then show advertising based on the user's device, such as a desktop, smartphone, or tablet. If you're just getting started, device targeting isn't a good idea. This is useful once you've been running your campaigns for a while and have enough data to examine how your advertising performs on various devices. You can focus your adverts on devices that perform faster than others based on their performance.
Get a High Return on Investment
Unlike other marketing tactics, Google Advertising only charges you when people click on your ads. You can receive a high return on investment by optimizing Google Ads campaigns, which may not be attainable with other marketing tactics.
However, this takes time, and you must determine which technique is best for you and your company. You must routinely check and track your campaigns to gain a clearer understanding of what will yield the best outcomes. Google Ads is ideal for this because it is quite clear and provides all of the information you require.
You should focus your attention and cash on parts of your campaign that provide a solid return on investment. Eliminate any campaigns or elements of campaigns that are losing you money. Invest those savings in successful campaigns and upcoming campaigns that you will evaluate.
Types of Google Ads
These ads, which are primarily text-based, might appear on Google Search results pages whenever anyone searches for a service or product that is comparable to yours. You may show your advertising to people who are actively searching for your products and services, which is fantastic for boosting sales, leads, or traffic to your website.
Display campaigns are adverts that appear on your customers' favorite websites or apps in the form of images. Consumers see display adverts when they read articles, watch videos, or visit websites. You may use Google Advertising to deliver your ads on the Google Display Network, which includes over two million web pages and reaches over 90% of Internet users around the world. People see display adverts while visiting sites on the Google Display Network.
When running Display advertisements, you may miss out on those who are actively looking for what you have to offer. Nonetheless, you're presenting your company to a specific target demographic that is likely to be interested in your products or services. This could help you reach a larger or entirely new audience than you could through search alone.
You have two types of display advertisements to choose from: responsive display ads, Gmail ads, and uploaded image ads. While all three ad forms are efficient and may be used to support various marketing initiatives, Google claims that responsive display advertisements have the greatest reach of all. That is why we advise allocating additional funds to them.
Responsive Display Ads
The style, size, and format of responsive display advertising are automatically modified to meet all of the available locations on the Google Display Network.
Uploaded Image Ads
Published image ads are developed outside of Google Ads with a program like Google Web Designer and then uploaded to Google Ads as a.zip file, GIF, JPG, or PNG. You have complete creative control over your Display Network campaigns when you create and submit your own picture advertising.
Image (e.g., GIF, JPG, PNG), AMP HTML, and HTML5 are all supported ad kinds in Google Ads. You must re-upload an old HTML5 ad as a new advert with its own collection of analytics if you need to make changes to it.
Shopping ads offer detailed product information such as product image, price, and merchant name. They're made up of data attributes from the product information you supply in your Merchant Center data feed, and they're displayed to consumers who are already looking for the things you're selling. With extensive analytics and performance tools, you can create your ad content, set a budget and pricing that works for you, and simply assess the impact of your advertising.
There are two main types of shopping campaigns that can be found below.
Shoppable Image Ad
In shopping campaigns, an ad structure that incorporates links to products. The advertisement is displayed as tags within photographs on third-party websites. A snapshot of someone wearing a t-shirt, pants, and shoes, for example, may be used in a blog post. After that, each item may be tagged and linked to products that can be purchased.
Showcase Shopping Ad
For broad search phrases, an ad structure for shopping campaigns allows you to incorporate numerous related products in a single ad. When someone searches for a "tablet bag," a showcase ad can offer various bags.
Video campaigns Are often six or 15-second videos that play either during or following YouTube content. Video advertising may appear complicated, but they are simple to set up and administer. You can also use videos from your personal YouTube channel. You'll be able to track the effectiveness of your video ads and make adjustments to how you target your consumers, just like you can with other Google Ads campaigns.
There are five types of video ads that can be found below.
Bumper Ads are a type of short video ad. They're made for companies who want to reach a larger audience and raise brand awareness. Bumper advertising lasts no more than 6 seconds.
In-Feed Video Adverts
In-Feed Video Adverts are video ads that only appear on YouTube or in Google partners' content discovery areas. Their appearance changes based on the size and type of the advertisement.
Businesses can use in-stream ads to reach customers with a complete message that is unzippable. These videos are under 15 seconds long.
Outstream advertising appears on mobile and tablet devices. They're made to make it easy for people to tap and watch your videos. They can expand your brand's reach beyond YouTube, enhancing brand exposure.
You can specify the exact amount to pay for a conversion using this cost-per-action bid approach. Depending on this figure, the algorithm will then try to execute your campaigns to meet the CPA (Cost-Per-Action) set at the campaign or ad group level. It will look like this in practice: Some conversions may be more expensive than expected, while others may be less. On average, however, the goal is to achieve the set CPA objective. The best approach to figure it out is to look at the data from an ongoing campaign and calculate an estimated CPA. The more conversions you have, the more precisely you can establish your desired CPA.
If you want to increase the volume of visitors to your website, this bidding approach is the way to go. This algorithm, which follows the mantra "quantity above quality," seeks to produce as many clicks as possible based on the budget you've set without setting an explicit conversion target. Your ad will eventually appear for the search terms that are most likely to result in a click. This method can be used to join a campaign in order to collect data for later conversion as well as to raise brand recognition. Google Search Network and Google Display Network campaigns are especially well-suited for this. You can also use this bidding approach for conventional shopping campaigns as well.
With the maximum CPC bid (which operates the same as manual CPC), you can keep a tight watch on your costs while collecting as many clicks as possible. However, conversions are not the main focus here since, as previously stated, the emphasis is on quantity, not quality.
Maximize Conversions is one of Google Ads' most straightforward bidding methods. Google will automatically bid for you based on your maximum daily budget to get you the greatest conversions for your investment.
If your daily budget is $100, for example, Google will allocate it intelligently to find the greatest conversions. Google will not bid on a single conversion that costs $100. Before you use this bidding strategy, make sure that you've established your daily budget at a level that you're comfortable with. Check your return on investment at the conclusion of a campaign to evaluate if optimizing conversions lead to lucrative sales. You won't have to submit any information during setup if you use this technique. All you need to do is set your daily budget.
Maximize Conversion Value
Not to be confused with Maximize Conversions, with Maximize Conversion Value, the emphasis is on the sales that your efforts produce. This implies that your bids will be optimized in real-time. It necessitates active conversion tracking, as well as the assignment of distinct values to the conversions you've made. It should be emphasized that the maximum CPC cannot be controlled. Furthermore, you should maintain a constant check on your budget and make adjustments as needed. Otherwise, your CPCs may spiral out of control when the program tries to spend the daily budget you established. This bid technique is especially beneficial for e-commerce businesses and campaigns with a variety of conversion kinds.
The benefit is that your conversions will be prioritized based on their importance, and all relevant data will be used for improvement. However, you will need to describe several conversions. Else this technique would lack a solid foundation.
Target Impression Share
If you opt to use this automatic technique, you'll be aiming for a specific position on the Google search results page — usually the first. This implies that depending on when, where, and how consumers search for your brand, your adverts will display more or less frequently. This method works best for brand marketing and boosting brand recognition. The bidding limit is determined by the maximum CPC bid; you should not set your limit too low to attain the desired effect.
Finally, you may use this method to improve your Google search ranking and leave your competitors in the dust. However, you should be aware that the emphasis is not on conversions and that top spots can rapidly become prohibitively expensive.
Target ROAS is a bidding method in which Google Ads adjusts your bids to optimize conversion value depending on the amount of money you wish to spend on ads. This indicates that the algorithm will try to keep the ROAS (Return on Ad Spend) within the budget and will set bids accordingly. To properly set the ROAS, it's best to first collect the relevant data via another technique (for example, target CPA, conversion maximization) and then make the proper decision. The target ROAS technique can be used for practically any sort of campaign (excluding video), but it requires value-based web tracking to be installed.
This is only one example. You aim to make $15 for every $4 spent on your next Google Ads campaign. To solve the problem, use the following formula:
Target ROAS = Sales ad spend multiplied by 100%
Using the arithmetic in the example above, the Target ROAS would be as follows:
$15 in revenues from the campaign x 100% ad cost (clicks) Equals 375 percent target ROAS
Google Ads Features
To aid in the planning of advertising campaigns, the Keyword Planner gives data on Google searches and other resources.
AdWords Express (formerly "Google Boost") is a service for small businesses that aim to make managing ad campaigns easier by automating keyword management and ad placement.
Google Advertising Editor
Google Advertising Editor is a downloadable tool that allows users to alter ads in mass and in real-time. Like the dashboard, it also allows consumers to see campaign performance.
Ads Manager Accounts
Users can manage several accounts from one login and dashboard with Google Ads Manager Accounts (formerly "My Client Center (MCC)"). Marketing and advertising organizations that manage a wide portfolio of client accounts frequently utilize this method.
Users can use the Reach Planner to estimate the reach and scope of their video ads across YouTube and Google's video partners. The application allows users to select their target audience, then suggests a mixture of video advertising that will help them achieve their goals, as well as track the reach of their ads. Advertisers can omit Internet Protocol (IP) addresses in addition to location and language personalization. Each campaign allows advertisers to exclude up to 500 IP address ranges.
Google Academy for Ads
Users who pass a Google Ads Fundamentals exam and one Advanced AdWords exam on search, display, video, shopping, mobile advertising, or Google Analytics receive a credential from Google Academy for Ads (previously "Google Partners," "Google AdWords Certification Program," and "Google AdWords Certification"). Google Partners must spend a minimum of $10,000 in 90 days, with Google Premier Partners having a greater spend threshold. [
Ads are placed based on keywords, domain names, subjects, and demographic targeting preferences given by the marketer in placement-targeted advertisements (previously Site-Targeted Advertisements). Google also provides a list of comparable sites for placement if domain names are targeted. For site targeting, advertisers bid on a cost-per-impression (CPI/CPM) or cost-per-click (CPC) basis. For placement-targeted ads, the minimal cost-per-thousand-impressions bid is 25 cents. No minimum CMC is required.
Marketers can use remarketing to show adverts to people who have already visited their website, as well as develop alternative audience groups based on website visitor behavior. Beginning in June 2015, Google Advertisements added Remarketing Lists for Search (RLSA) via Google Analytics, enabling users to plan traditional text search ads using regular GA remarketing lists. Dynamic remarketing might display past visitors' favorite goods or services. While overt use is frequent, some users may find it bothersome.
Expansions of Google Ads
Advertisers can provide more information in their advertising, such as a business address, phone number, connections to a website or app, prices, or offers and promotions. When the system anticipates that automated extensions such as consumer ratings will boost performance, Google Ads may display them. Google Ads was launched. Improved conversion for more precise conversion measurement
Grants from Google Ads
Since 2003, the Google Ad Grants program has provided more than $10 billion in free advertising to over 115,000 NGOs in 51 countries. Each month, the Google Ad Grants program provides up to $10,000 USD in in-kind search advertising.
Smart campaigns are an internet advertising tool for small businesses to market their goods and services. Advertisers can choose their business goals and where they wish to advertise using smart campaigns. The results are then adjusted to those aims using machine learning. These initiatives use smart technology to continuously monitor and enhance the success of your ads, allowing you to focus on other business activities.
Other Useful Terms
A/B Split Testing
The process of comparing two versions of a landing page, site, application, ad, or other piece of content to evaluate which one performed best. Both editions of the object under test are used at the same time, and the variation is usually insignificant.
The ad auction determines how much you'll pay for a click on Google and is used to choose which ads will appear on Google's search engine results pages, search partner sites, and Display Network sites.
Any ad's advertising copy is called ad copy. It consists of three pieces in Google Ads: headlines, display path, and descriptions.
Additional features that you can add to your advertising to display more information about your brand or business, such as a phone number and connections to related pages.
An ad group in Google Ads is a collection of one or more ads. The keywords that the ads within the ad group will appear for are controlled by the ad group itself. There are one or more ad groups in each campaign.
This is where you specify whether or not you want your display or video advertising to appear on the Google Display Network, YouTube, or Google video partner sites. A complete website, a YouTube channel, a mobile app, a single web page, and so on are all examples of ad placement.
Ad Preview and Diagnosis
Ad Preview and Diagnosis is a function in Google Ads that allows you to examine what serving issues your ad is having. It helps you to determine why your ad may not be showing up or why extensions are missing.