Google ads are one of the powerful forms of paid advertising. Google ads provide the opportunity to a business to advertise their products or services directly to the people. It refers to an online advertising platform where the advertisers can pay for displaying their advertisements for service offerings, products, etc.
Google ads provide you with a number of advertising tools for your help. It also gives you a large platform for your advertisement to display across the world with the two largest search engines i.e., Google and YouTube. But, in Google ads tool, there are a complex interface and steep learning curve. You can also end up spending money without any return if you don’t know what exactly you are doing. So, it’s best to first start by learning important terminology related to it and the different types of campaigns and ads that are available to you. This will help you to know in which platform you should invest your money in order to get good returns.
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What makes Google Ads Unique
Google ads are unique to become of its ability to reach customers through three distinct ways. These are:
Search Ads
Google is considered as a powerful marketing channel by many businesses. The reason behind this is because consumers come to the search engine to find answers to their questions, solutions to their problems or to find some specific product or services. you can also tell Google how you want to advertise based on the monthly average volume of search for a particular query, estimating the cost for pay per click, or by the other data made available by Google.
Search ads help in promoting your products and services directly on the search results of the particular query in which you want and you can also target audience living in a particular geographical area.
Brand Search
Branded keywords refer to the exact match of the name of the brand or the product. For example, Apple’s phone or iPhone is the branded keyword for Apple’s brand.
With the help of this, you can easily promote the specific information that you want and also set the exact page where you want your customers to land. It also helps you from the competitors that can bid your brand name or your branded keywords.
Brand search depends only on the number of people who actually know you and are searching for you. It can also complement brand awareness campaigns. This type of campaign is not suggested to those brands which are not popular among consumers or new brands. But for those brands which are popular and most people know about it, it is less labour intensive and hence, can be easily manageable.
Non-branded search
As the name suggests, non-brand search campaigns don’t take brand or product by its name in the target keyword phrases. Through this campaign, you can bring new customers to your website more efficiently. It also shows a positive ROAS for the advertisers and also has a massive amount of potential scale.
It is important to keep in mind that the actual value of the customer is not their first purchase rather it is the loyalty that has for the brand in their entire lifetime.
A few of the demerit of this campaign is that it requires a lot of human resources to manage and also tests your creativity. It also requires lots of money in order to get satisfactory results.
Competitor search
A competitor search campaign is the opposite of a branded search campaign. It is referred to as biding on your competitor’s branded keywords search instead of biding on your own brand name or product.
No doubt it is a smart strategy to steal traffic from your largest competitor’s keywords, but it is also very expensive as in this case, people aren’t actually looking for you or you are not the most relevant thing that a customer is searching.
This strategy is useful for those brands which are ready to incur the high cost to acquire customers who may have high average order value or lifetime value. Like all ad campaigns, this brand also has some disadvantages like it is expensive and it also requires resources that are dedicated to managing it.
Google Display Network
Business can also advertise their products or services to potential customers through the Google Display Network. With the help of a display advertisement, you can easily reach your customers outside the google search engine result page, through different texts, images, and videos that will appear on the user’s browsing page, apps, and also when they watch videos. Its targeting options allow the business to show their message to potential customers at the proper place at the right time. It has over 90% internet users around the world and consists of ad space on about 2 million sites. Google Display Network is used to build brand awareness, displaying the ads on youtube, etc. It has 6,50,000 apps.
Google display helps you to display your products and services to potential customers. It is true that many people go to Facebook for display advertisements, but Google is also an option that can be used. Google display network has more than 2 million sites where ads can be posted and a reach of 90% of internet users across the world.
YouTube Ads
You can also post ads on your advertisements on YouTube which is owned by Google itself. After Google and Facebook, YouTube is the third most visited site on the web. More than one billion hours of videos are being watched on YouTube daily. Hence this is the reason that businesses incline towards youtube ads as it has lots of opportunities to engage targeted customers.
You must be aware of the term pre-roll ads, the advertisement that plays just before a video starts. But this, not the only advertisement that you can do on YouTube, there is also an option of the banner and overplay in it.
Types of Google Ads
Google Shopping – Branded
Google shopping campaign is considered good user experience for shoppers. Consumers search for a specific product and google shows images, prices, and reviews of the product that it finds relevant. And when consumers click on that ad, they directly go to that product page.
The company which is looking to acquire new customers, this campaign is considered best. This is because the customers who are searching for your brand has a high chance of getting converted and helps you maximize your traffic and budget effectively. It is also easier to set up than search.
Google Shopping – Non-Branded
Similar to the branded campaign, you can also create non-branded campaign google shopping. It works just like a branded google campaign. The eCommerce business, having a budget mostly goes for this campaign. Also, the business that doesn’t have a specific brand also goes for this as it is most effective.
It requires a bit of set up to separate branded and nono-branded traffic, but doing so will help you have a separate non-branded shopping campaign and you can also dedicate a specific budget for each.
Shopping Campaign
If a business wants to show products from their e-commerce store in Google shopping, they have to set up the Google Merchant Center. Shopping campaigns help in promoting it online and local inventory, boost the traffic to the website, etc. While the method isn’t difficult, there will be roadblocks counting on how our eCommerce store is set up. If Google Merchant Center is setup and receiving our store’s feed, hook it up to our new Shopping campaign. It helps in showing the photograph of your product, title, price, and more to the users. These ads help in creating brand awareness about products in the eyes of the target audience.
Video Campaign
Video campaigns allow businesses to advertise their ads on youtube. Business can choose the ad formats which serve them with a choice to skip the ad after five seconds buffer between the videos. Campaign features allow us to increase ads with shopping campaigns and with mobile app installs. Campaign settings are undemanding here, but there are some options to pick to urge started.
Its appearance is dependent on the size of the ad and also the format of the ad that content publishers support. Also, it is very simple to set up and manage. Businesses can use a video campaign to promote their video content or to place their commercial video on youtube.
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App Campaign
Apps campaigns makes easy for the business to promote their apps across Google’s largest properties. Google’s largest properties include Search, Google Play, Youtube, Google Search, and Google Display Network.
This is the simplest place to set up advertising for an app due to Google’s reach. Setup is easy during this campaign also, although business must add their app and modify their objectives.
However, Businesses can use App Campaign if they want to drive in-app sales, or having a new or existing app. Adding some lines of text, some assets, and rest will be optimized for assisting the users to find business.
Retargeting
Retargeting is a way to attract customers who have already visited your site and made some actions like adding products in the cart or made a purchase. It is a strategy to bring your known customers to your site and make them aware of your new products and services.
Most people use Retargeting, also, to create traffic to their website or to make some purchase by telling them about different offers or sale so that they might at least visit their website. An Extremely positive and working Idea is to show your ads to your existing customers on youtube because most of the people use Youtube so it will be a helpful platform to bring back your existing as well as new customers.
The Goal of Retargeting is to target only on your potential customers who are aware of your products and services or whose chances of making a purchase from your website might be more.
This is recommended for all sellers, It might increase the traffic for your website/ page as well as improve the ranking of your webpage.
Smart Shopping by Google
You can Use Google Smart shopping to create Ads on your behalf, it also helps you in retargeting with the help of machine learning.
The main deed to Google smart shopping campaign is to select what kind of Ad to create and what should be the budget of the campaign, How much amount should be bidden, who are the target audience etc.
The overall performance of your site will be decided by how many keywords are been searched related to your keyword or related to your brand. And also how many users searched for your brand your products and product category of your brand.
How much retargeting you can do and how much traffic you are bringing to your site through your brand’s ads is visible by how many keywords have been searched related to your topic or Brand.
To add your website with Smart shopping can help you a lot in being involved with Google. It will help you in many ways like in retargeting and Google Advertising, shopping, getting traffic to your website and much more. Your success rate will decide your future opportunities to a larger segment manual strategy. Google will help your site to grow.
Customer Relation Management Campaign
Customer relation management (CRM) campaign refers to remarketing of the list to your existing customers or subscribers. When executed properly, you can expect to have a great ROI since this type of audience is highly qualified.
This is considered a hyper-targeted campaign that leverages the information that you already have regarding your customers in CRM. You also get to extend specific messages to a different set of customers, target placement in Gmail, youtube, or search.
In order to execute this campaign you must have an established customer base and also the knowledge and experience to segment your list in order to speak differently to different customers.
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