Google Ads is arguably one among the foremost misunderstood platforms for paid advertising. Most of the business owners are promoting their products with sponsored posts on social media’s like Facebook. However, Google Ads despite the unique opportunity – it offers to advertise the products and services on to people who are actively looking out for them.
Google puts an outsized breadth of advertising tools at your fingertips. It also gives you access to users of the world’s two largest search engines— Google and YouTube, and a network of many websites to advertise on.
Why use the Google Ads platform?
Google Ads has some similar features of many other paid advertising platforms.
Using Google Ads, we may;
But what makes Google Ads uniquely attractive is, its ability to succeed in consumers in three distinct ways, the primary of which is Google’s bread and butter, and what you can’t get on a platform like FB, Insta, LinkedIn.
1. Search Ads
People generally use search engines—unlike social media’s—with a selected intent in mind: to look for answers, get solutions to their problems, or find specific products or services. This makes Google a strong marketing channel for a variety of companies.
You can portray how you advertise on Google, supported the common volume of monthly searches for a given query, the estimated cost you’d pay per click, and other data which Google makes readily available. You may run search ads that promote your products and services directly within the search results of a selected query and even narrow your target to users residing a certain geographic area.
You can create text ads, which display in search results marked with the word “Ad” by a small box, or Google Shopping ads. And it contains key purchasing information, like product photos, prices, and ratings—something that creates them perfect for several eCommerce brands. We may see both text and shopping ads in action below.
2. Google Display Network
You can also brand your products or services to attract customers through the Google Display Network.
Display advertising gives you a greater choice to reach out to people outside of Google results, through text, image, and video banner displays. These appear as users browse online, use apps, or watch videos.
While many advertisers address Facebook for his or her display advertising, Google is additionally a viable option.
The Google Display Network reaches 90% of all internet users round the world and consists of ad space on at least 2 million sites and 650,000 apps. Visit any news site and you’re likely to ascertain Google display ads at the highest, within the sidebar, or maybe throughout the content itself.
3. YouTube ads
The Google Ads platform also allows you to advertise on YouTube, which is owned by Google. Technically, YouTube is simply one of the sites within the Google Display Network. However, it is measured on its own, it’s the third most-visited site on online, after Google and Facebook. Users watch about one billion hours of YouTube videos each day. Therefore, it creates tons of opportunities to interact with potential customers.
You’re probably aware of the pre-roll ads that play before YouTube videos, but there also are banner and overlay options.
As you’ll see, Google offers a wide range of ad types. But before you select between text, image, or video, you might like to know where your ads are going to be shown and who will see them.
How does Google Ads auction work?
Most of the campaign types available on Google Ads operate on an auction system. Advertisers compete for an edge or “rank” on the program results pages by bidding (usually) on clicks.
The amount you bid and the way your keywords are found will determine your placement in reference to other bidders. However, the very best bidder doesn’t necessarily win the highest spot; relevancy is additionally a determining factor.
Google wants to point out ads that are useful and relevant to its users. You may want to advertise to relevant users who are checking out your business or terms associated with what you’re selling. So, Google assigns an advertisement Rank supported various factors, like the relayed of your ad copy and the ad format to the keywords that you’re buying, the webpage you’re sending visitors to, and more.
As an advertiser, the more relevant your business is to the terms you’re buying, and therefore the more relevant your ad messaging shall be – to users checking out those terms and the page you’re sending them to, the cheaper it’ll be for you to rank for that traffic.
Before you dive headfirst into the world of Google Ads to manage your marketing on the platform—there are some key concepts and campaign types that you have got to understand.
Google Ads terms and ideas
Paid marketing, Google Ads in particular—comes with its own vocabulary of terms and ideas.
Here’s a glossary you may use as a reference, if you encounter a term that you’re unsure of:
Paid marketing terms to find out:
Impressions – the amount of times an advertisement is viewed.
Cost – the quantity of cash a campaign spends on paid advertising.
Clicks – the amount of times your ad got clicked by a user.
Conversion – the particular goal you’re tracking (a sale, a view of a high-value page, an email check in , etc.).
CPM (cost per thousand impressions) – The ad buyer’s cost to possess their ad seen 1,000 times.
CPC (cost per click) – The ad buyer’s cost per click. CPC are generally as low as a couple of cents or as high as a couple of hundred dollars, counting on competition, your industry, and audience relevance.
CTR (click-through rate) – the number of users who clicked on your ad out of the total number of impressions it had received. Your click-through rate is that the most vital signal of relevancy in Google’s search auctions.
Conversion rate – the amount of conversions divided by the number of clicks, expressed as a percentage.
Budget – the entire amount of cash allocated to a billboard campaign.
Revenue – the entire value, in dollars, generated by a billboard.
Profit – the entire value, in dollars, generated by a billboard after subtracting expenses, like advertising costs and price of products.
ROAS (return on ad spend) – Revenue generated from a campaign divided by the advertising cost to point out the return thereon ad. Say for instance, $5 made for each $1 spent yields a ROAS of 5:1.
AOV(average order value) – the typical dollar amount a customer spends on a site. AOV is calculated by dividing the entire revenue by the amount of orders.
CLV (customer lifetime value) – the expected total value of one customer (sometimes called LTV) for everything of their relationship with an organization, including future purchases.
Terms and concepts used in Google Ads
Campaign: A campaign contains one advertising objective, like traffic or conversions, for one or more ad groups. Budgeting is completed in the campaign level. If you are expecting certain things within the campaign, then it will perform differently (better or worse) and that’s a good indication. Therefore, it should be a separate campaign.
Ad group: An advertisement group contains one or more ads and your target. A good ad group contains a unique set of ad messages that directly match your target.
Ad: The creative text, image, or a video that users will see on the internet.
Keyword: The phrase or word(s) which a user enters into the search engine.
Keyword match type: Keyword match type involves controlling the search – how broad or exact the chosen keywords (synonyms, related searches, etc.) must be to trigger a billboard.
Negative keywords: If you would like to stop your ad from being triggered by a particular word or phrase, you may add it to your negative keywords list. This will help you to exclude a similar but irrelevant keyword.
Quality score: The relevancy of an advertisement to the search term or audience being targeted. Generally, the higher the standard score, the lower the price per click and therefore, the better the ad position.
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