What is Google Adwords?
To give you the dictionary meaning, Google Adwords is an online advertising set developed by Google to help marketers reach their customers directly.
When someone seeks on Google for a particular term, say ‘travel package’, Google would throw a list a search for you. But if you look strictly, you will notice that the top and the bottom results are advertisements.
But how did Google know which ads to display?
We have that ordered let’s discuss the types of ads you can
run using the Google AdWords platform.
Types of ads in Google AdWords
Now, let us see at each of these ad types in detail.
Like my travel example lately, when a user seeks for something on Google, the list of ads that look above the organic listing are called search ads. For example, when a user searches for “ Dubai packages”, the search results will look something like this.
The one marked “Ad” are ads. And, the results under that are organic. Google considers various factors before deciding which ad to perform first, as well as the sequence of advertisements that follow. We’ll address all these factors, their relative importance, the correlation between different factors etc. in a more detailed chapter later. But, let’s take a short look at them:
Important factors in search ads
1. Targeting- For instance, your ads will show in the geography that you choose ( you can go as specific as the ZIP code )
2. Search term and keyword- What is being searched for by the user + the keyword that you optimise the ad for.
3. Advertisement copy relevance – Ads that appear for a specific search term should be relevant. A search for colleges should not throw results for travel packages.
4. Landing page experience – How appropriate is the landing page to what the searcher wanted? Did he get what he was looking for?
5. Conversion rate – This is again ranked by relevance, landing page quality, and experience.
6. Bids – If two advertisers have perfect ads and landing pages, the higher bid will get preference over the lower one.
7. Quality score – Quality score again depends on each of the other factors mentioned above. So it’s major like a cycle than everything else.
In extension to the standard search ads, you can also run these special ads on the search network.
- Call-only ads – This advertisement is available only on call enabled mobile devices. After clicking the ad, instead of taking you to the landing page, you make a call directly.
- Dynamic ads – This advertisement type is more suitable for businesses who have a well-managed site. This is because the content of the advertisement as well as the landing pages is taken dynamically from the website. They are very related to text ads, except that no keywords are included here. For example, a training institute is running dynamic search ads. A user searches for “java courses”. Google presents a list of ads. But dynamic ads would automatically displace the ad headline with “java course” (search query) and the ad text with the appropriate website content and landing page”.
Mobile app promotion – These ads are suitable for businesses with mobile applications. The goal of this as is to encourage users to download your app or take a desired action within the app.
Lets see an example how to create a text add using Google AdWords
Have you ever noticed them? While you are reading a post or seeing a video on some casual website, you see advertisements in a lot of different places on the page, and in various dimensions. These are display ads.
Here the searcher does not explicitly see what ad offers are. But, based on some factors like keywords, audience attention, managed placements etc., Google decides to display them to you. These display advertisements only appear on advertising-supported websites.
Below are the targeting guidelines, based on which Google selects the websites to place the banner ads.
1. Keywords – The ads are presented based on the keywords that they are optimised for. Let’s say the keyword for the ad is “Social Media Marketing”, Then Google would choose websites that have content on the topic.
2. Placements – Placements are nothing but the sites on which you want your advertisement to appear. Just add the sites where you want to display the advertisements, instead of keywords. For example, if you ‘re going to show your ads only on travel-related websites, then look for advertising-supported travel sites and add them to your targeting.
3. Remarketing- This helps you reconnect with your actual website visitors. Using this, you can target guests who have come to your site but have not taken any action.
4. Topic – There are special topics in Adwords, under which all websites are arranged. It will be easier for the advertisers to choose topics linked to the businesses. For Exp, websites related to travel will be arranged on the topic “travel”.
This advertisement type lets advertisers run video ads on YouTube and other Google Display Networks.
The 3 main benefits of running video ads are:
1. Better targeting – This advertisement type has demographic, location, interest, keyword and device targeting which helps you move the right audience on YouTube and Google display network.
2. More reach – As on August 2017, YouTube is the 3rd most toured site and has 30 million visitors every time and every day. Additionally, video advertisements are also available on Google Display Network.
3. Measurable – Unlike advertising on TV, YouTube advertisements let you know all the necessary metrics like views, view rate, frequency clicks, reach, engagement, and performance etc. That helps you measure the success of video ads.
Example for Video ad.