Digital advertising is one of the best ways to generate new traffic and increase brand awareness, leaving traditional advertising (somewhat) in the dust. Google is one of the biggest digital advertising platforms in the world and is responsible for over 37% of total U.S. digital ad spending, thanks to its top two programs – Google Ads and Google AdSense. Keep reading as we discuss the ins and outs of these two programs.
What are Google Ads?
Google Ads – formerly known as Google AdWords – is geared specifically towards advertisers. It lets businesses create targeted ads that appear on Google’s search engine results page (SERPs) or on other Google owned properties – also known as the Google Display Network. Search ads appear on the SERPs, and Display are more visual, banner-like and attention grabbing.
What is Google AdSense?
Released three years after Google Ads, Google AdSense allows website owners to place ads on their site from other companies using Google Ads. As a publisher, you earn money by allowing businesses advertise on your website.
Simply put, AdWords is for businesses to create ads, while AdSense is for publishers to place ads on their pages.
The Differences
There are three main differences between Google Ads and Google AdSense: their purpose, strategy and cost.
Purpose
Google Ads is the perfect platform for businesses aiming to display what they offer to a targeted audience. Advertisers use Google Ads to create powerful campaigns that either appear on SERPs or on websites like YouTube or Gmail. Google AdSense integrates search or display ads into websites, giving website owners the opportunity to earn revenue. Google Ads is about promoting, while Google AdSense is about generating income.
Strategy
Google Ads demands a proactive approach with a focus on your target audience and creating compelling campaigns. Advertisers strategically bid on keywords and optimize content for maximum visibility. Since being ranked at the top is a popular demand, Google hosts an auction when there are at least two advertisers bidding for the same keywords. This auction isn’t like your average antique auction. Instead of the highest bidder winning, it’s who has the highest Ad Rank that wins. The more engaging your content is, the higher your Ad Rank.
Google AdSense is more passive. Website owners can select which ads they want displayed on their site that aligns with their theme, relevancy and content that will attract visitors.
Cost
These two programs operate on different sides of the coin. Google Ads is where businesses invest money, whereas Google AdSense is where you make money. Google Ads is a proactive spending approach where businesses can control how much they are willing to spend to reach their audience, and Google AdSense lets businesses earn money based on the performance of ads on their site. The more interactions with the ads on your site, the more “commission” you make.
Choosing between the two depends entirely on your business goals, but it is without a doubt more important than ever to include digital advertising in your marketing strategy. At JSK Marketing, we can help create a digital marketing plan for you by developing cultivated strategies that play to your strengths and increase the bond between you and your fans. Contact us today to get started!
