What are Google Ads?
Google is the largest and most widely used advertising network in the world. Google Ads is a pay-per-click advertising platform that is owned and operated by Google. The pay-per-click advertising allows you to maximize ROI (return on investment) and successfully reach new audiences to grow your business. Google Ads allows you to be fully customizable and tailored to your needs as it offers three types of networks: Search ads, Display ads and Shopping ads. Let’s dive into the various types so you can be well-equipped to know which would be best for you and your business.
Search Ads
Search ads rely on data that best matches keywords from a campaign to internet users search query and finds an overlap between the two. A “match” is generated instantaneously between the campaign ad and viewers’ interests, resulting in effective advertisement to interested customers. Search Ads are displayed on the SERP, also known as the search engine results page, and rely on SEO (search engine optimization), with a central focus on the needs of the internet user.
Key Elements to a Successful Search Ad: Discovery, Relevance, Authority
To maximize the effectiveness of your ad, it is crucial to integrate discoverable, relevant and authoritative keywords seamlessly into your campaign. Discoverability explains how discoverable your ad is based on its keywords. To make sure your ad is discoverable, your call-to-action should be clear and concise to viewers. Although it may be frightening, simplicity is key when it comes to developing discoverable keywords. Remember, people are inherently lazy, and will search to satisfy their needs with as few words as possible.
Relevance is another key component and will ensure a successful campaign. It’s not enough to have discoverable keywords, they must also be relevant to your call-to-action or else viewers’ needs will be unaligned to what your business offers. The more relevant your keywords are, the better you will be at reaching lifelong clients that not only want you but need you. Convincing viewers that they need your product or service requires an authoritative approach. Your campaign should stress importance and urgency, so viewers are convinced to engage. These elements will not only boost ad performance but will generate ideal clientele for your business.
Display Ads
Display ads differ significantly from Search ads in that they use different strategies to drive views and generate leads. Display ads utilize banner-style advertising offered on the Display Network. The Display Network features a collection of websites, apps and videos where ads can appear. According to Google, The Display Network reaches more than 90% of internet users worldwide allowing you to reach a wide audience and create strong brand awareness. Display
ads allow advertisers to target specific audiences, topics and pages when creating their campaign. For display ads to be successful, they must attract internet users to click on the ad and link to your website. Display ads are ideal for promoting brand awareness and advertising products that are attractive to consumers. For example, luxury products are great candidates for Display ads because high-quality pictures are one of the best ways to convert customers.
Shopping Ads
Shopping ads allow you to upload specific product feeds to an account for Google to display your products that match Google searches and Google Shopping tabs of individuals on the web. Shopping campaigns are run through Google’s Merchant Center which contains a product data feed, which is an element-featured list of each product being sold. Google takes each data element collected and generates the shopping ad automatically for you. Shopping ads provide optionality to internet users where they can either buy the product directly from the ad or directly on the product website.
Finding the Right Fit
Many decisions must be made before settling on which ad type is best for you. What are you planning to advertise? Who is your targeted audience? What is your primary goal for the ads? All of these questions will impact your overall strategy and plan. Ideally, utilizing multiple types of advertisements will help you maximize ROI and reach new audiences to grow your business. Reach out to JSK Marketing and let us guide you on how to best utilize various social networks such as these to create lifelong fans today!
