When I was first asked to run Google AdWords campaigns 4 years ago, I had an equivalent question on my mind. it had been my first job, and that I had joined for a task in marketing research. Google Ads was an idea that seemed completely new.
I know, I know…now it’s everywhere – digital marketing is taught as a course in MBA programs, there are multiple certification programs, several tutorials available for self-starters, and other people are overall more informed about it as an advertising option, and as a lead generation channel. But, that wasn’t the case then.
What is Google Ads?
So, once I was asked to run these campaigns, I started performing some reading to urge started. That’s once I realized that I even have already seen and interacted with these ads for an extended time, just that I didn’t consider them as ads. Anyway, long story short, that’s how I started, and have now run and experimented with all possible sorts of ads on Google AdWords.
And, my intent of scripting this guide is to assist clueless beginners who are just getting started with AdWords. Because believe me, even after you’ve got learned all the ideas that you simply possibly can, you’ll still need several rounds of testing various things to urge AdWords right – and even then, there’ll always be room for improvement.
The ever-growing popularity of Google AdWords
Take a glance 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
.Universal app campaign
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 is 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, instead of 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 actually because the content of the ad also because the landing pages is taken dynamically from the online site. they’re very almost like text ads, except that no keywords are involved here. as an example: a training institute is running dynamic search ads. A user searches for “java courses”. Google displays a listing of ads. But dynamic ads would automatically replace the ad headline with “java course” (the search query) and thus 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: those special ads are available on the search network. aside from call-only ads, others are available in display and video campaigns also. The concepts are the same, but the platforms are different.
The ‘Business en Motion ‘ example:
Let me emphasize my point with an example from ThinkWithGoogle.
A Dubai-based consultancy called ‘Business en motion’ started running search ads to drive traffic to their website and to urge more leads.
What is Google AdWords – business en motion
As you will see, search ads, when targeted and run properly can prove very profitable for your business, a touch 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 during tons of varied places on the page, and in several dimensions. These are display ads.
Here the searcher isn’t explicitly trying to seek out what’s ad offers. But, supported sort of things like keywords, audience interest, managed placements, etc, Google decides to means them to you. These display ads only appear on advertising-supported websites.
Below are the targeting criteria, supported which Google selects the websites to place the banner ads.
Keywords – The ads are displayed supported the keywords that they are optimized for. Let’s say the keyword for the ad is “Social Media Marketing”, then Google would choose websites that have content on the topic.
Placements – Placements are nothing but the websites on which you’d like your ad to look. Just add the websites where you’d wish to means the ads, instead of keywords. as an example, if you’d wish to means your ads only on travel-related websites, then look for advertising-supported travel sites and add them to your targeting.
Remarketing – This helps you reconnect alongside 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 choose topics related to the businesses . for instance, websites related to travel are getting to be listed under the topic ‘travel.’
C) Shopping ads
If you are 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 as increasing your conversions.
This is how shopping ads would appear on the search network.
Requirements for running shopping ads:
Set up an account with Google Merchant Center (It could also be a platform that helps retailers to upload all their product listings during a selected 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 right 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 each day. Additionally, video ads are also available on Google Display Network. this means that you simply have access to a wider audience.
Measurable – Unlike advertising on TV, YouTube ads allow you to understand all the specified metrics like views, view rate, clicks, reach and frequency, engagement, performance, etc. This helps you measure the success of video ads.
E) Universal app campaign
This campaign is beneficial 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’d wish to attempt to 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 selection of ads in several formats. Google will automatically test different ad combinations and display the one that performs the only