Best Google AdWords – PPC Services
What is Google AdWords?
AdWords is an advertising system Google developed to assist businesses to reach online target markets through its search engine platform and partner sites. These partner sites host a text or image ad that appears on the page after a user searches for keywords and phrases associated with a business and its products or services. On Google.com, AdWords ads typically appear in specific locations at the highest and right-hand side of an inquiry results page.
You can choose keywords associated with your brand, products, services and industry for your AdWords account. When customers look for these phrases, your store’s ad is going to be served to them. you simply pay when a user clicks on your ad and visits your website or calls your business using “click to call.”
The ever-growing popularity of Google AdWords
Take a look at the trend for the term “what is Google AdWords” since 2004. it’s continuously grown and would still grow as more and more businesses keep coming online.
So, what’s Google AdWords?
To give you the definition, Google AdWords is a web advertising service developed by Google to assist marketers to reach their customers instantly.
When someone searches on Google for a specific term, say ‘travel packages’, Google would throw an inventory of searches for you. But if you look closely, you’ll notice that the highest and therefore the bottom results are generally ads.
Type of ads in Google AdWords
Now, allow us to check out each of those ad types intimately.
A) Search ads
Like my travel example earlier, when a user searches for something on Google, the list of ads that appear above the organic listing are called search ads. for instance, when a user searches for “Kashmir holiday packages”, the search results will look something like this.
The ones marked “Ad” are ads. And, the results below that are organic.
Google considers many factors before deciding which ad to display first, also because of the sequence of ads that follow. We’ll discuss these factors, their relative importance, the correlation between various factors, etc. during a more detailed chapter later. But, let’s take a quick check out them:
Important factors in search ads
Targeting – as an example, your ads are going to be shown within the geography that you simply choose (you can go as specific because of the ZIP code)
Search term and keyword – what’s being looked for by the user + the keyword that you simply optimize the ad for.
Ad copy relevance – Ads that appear for a selected search term should be relevant. an inquiry for colleges shouldn’t throw results for travel packages.
Landing page experience – How relevant is that the landing page to what the searcher wanted? Did he get what he was looking for?
Conversion rate – this is often again controlled by relevance, landing page quality, and knowledge.
Bids – If 2 advertisers have perfect ads and landing pages, the upper bid will get preference over the lower one.
Quality score – Quality score again depends on all of the opposite factors mentioned above. So, it’s more sort of a cycle than everything else. Everything is interrelated.
In addition to the quality search ads, you’ll also run these special ads in the search network.
Call-only ads – This ad is out there only on call enabled mobile devices. After clicking the ad, rather than taking you to a landing page, you create a call directly.
Dynamic ads– This ad type is more suitable for businesses that have a well-managed website. this is often because of the content of the ad also because the landing pages is taken dynamically from the web site. they’re very almost like text ads, except that no keywords are involved here. for instance: a training institute is running dynamic search ads. A user searches for “java courses”. Google displays an inventory of ads. But dynamic ads would automatically replace the ad headline with “java course” (the search query) and therefore the ad text with the relevant website content and landing page”.
Mobile app promotion- These ads are suitable for businesses with mobile applications. The goal of this ad is to encourage users to download your app or take a desired action within the app.
Note: these special ads are available on the search network. apart from call-only ads, others are available in display and video campaigns also. The concepts are equivalent, but the platforms are different.
The ‘Business en Motion ‘ example:
As you’ll see, search ads, when targeted and run properly can prove very profitable for your business, a bit like for business en motion.
B) Display ads
Have you ever noticed them? While you’re reading a post or viewing a video on some random website, you see ads in a lot of various places on the page, and in several dimensions.
Here the searcher isn’t explicitly trying to find what’s ad offers. But, supported a variety of things like keywords, audience interest, managed placements, etc, Google decides to point out them to you. These display ads only appear on advertising-supported websites.
Below are the targeting criteria, supported which Google selects the websites to put the banner ads.
Keywords – The ads are displayed supported by the keywords that they’re optimized for. Let’s say the keyword for the ad is “Social Media Marketing”, then Google would choose websites that have content on the subject.
Placements – Placements are nothing but the websites on which you would like your ad to seem. Just add the websites where you would like to point out the ads, rather than keywords. for instance, if you would like to point out your ads only on travel-related websites, then search for advertising-supported travel sites and add them to your targeting.
Remarketing – This helps you reconnect together with your existing website visitors. Using this, you’ll target visitors who have come to your website but haven’t taken any action.
Topic – There are specific topics in AdWords, under which all websites are grouped. it’ll be easier for the advertisers to settle on topics associated with the companies. For example, websites associated with travel are going to be listed under the subject ‘travel.’
C) Shopping ads
If you’re a retailer, this campaign type would make more sense for you. This ad type boosts traffic to your website and helps in generating quality leads also increasing your conversions.
This is how shopping ads would seem on the search network.
Requirements for running shopping ads:
Set up an account with Google Merchant Center (It may be a platform that helps retailers to upload all their product listings during a specific format).
Set up an account with Google AdWords & link them together.
Submit updated product data every 30 days to Google Merchant Center.
Since both the tools are linked together, shopping ads take all the merchandise details from Google Merchant Center, match the search query and display relevant ads to the user.
D) Video ads
This ad type lets advertisers run video ads on YouTube and other Google Display Networks.
The 3 main benefits of running video ads are:
Better targeting – This ad type has demographic, location, interest, keyword and device targeting which helps you reach the proper audience on YouTube and Google Display Network.
More reach – As of January 2017, YouTube is that the 3rd most visited website and has 30 million visitors a day. Additionally, video ads also are available on Google Display Network. this suggests that you simply have access to a wider audience.
Measurable – Unlike advertising on TV, YouTube ads allow you to know all the required metrics like views, view rate, clicks, reach and frequency, engagement, performance, etc. This helps you measure the success of video ads.
Example: video ad from Grammarly
The Almarai Example:
In order to know the importance of running video ads on Youtube, let me cite an example from Almarai who is into the dairying industry.
E) Universal app campaign
This campaign is useful for businesses with a mobile app. Here, the advertiser can promote the mobile app across search, PlayStore, Display & YouTube. AdWords uses ad text ideas and other assets right from your app store listings. All you would like to try to do is provide some text, a budget. and a starting bid. Also, don’t forget to line languages and locations for the ad.
By utilizing all this information, AdWords itself designs a variety of ads in several formats. Google will automatically test different ad combinations and display the one that performs the simplest.
So, now you recognize what Google AdWords is, and therefore the sorts of ads that are available for you to run. My next chapter will offer you solid reasons to start out with Google ads directly and to enhance your ROI using them.
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