Google Ads in Depth

Advertising is the largest source of online transactions. More than 90% of smartphone users in the U.S. shop online. The rising market and competition have pushed advertising to a new level.

Google Ads is a precursor among all the online advertising tools. It holds the largest share in global online searches. According to the latest report dated February 2018, Google had 62.6% of online searches share worldwide.

What are Google Ads?

An online advertising platform developed by Google Inc., Google Ads display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.

Google started displaying paid ads in their search engine in late 2000. The advent of online commerce gave rise to many sellers and buyers who wished to shop online.

In 2018, Google's total advertising revenue amounted to US$116.3 billion.

How does it work?

Google Ads' system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Partner websites receive a portion of the generated income

Is Google Adwords an SEM?

SEM or Search Engine Marketing is a marketing technique where you pay to be displayed in the search engine. Although paid campaigns are a part of SEM, not every paid campaign can be categorized into SEM.

SEM includes the use of paid search, such as pay per click (PPC) listings and advertisements. Google Adwords is a part of SEM; however, it also exceeds the use of SEM. Google’s partnered network such as Youtube, Mobile Apps, and other platforms do not use the same algorithm as Google Search Engine to display the advertisement. Here, you may pay per view, duration, or impressions.

Few of the major deciding factors of Google Adwords are as follows:

i. Impressions

Anytime your ad is shown on the SERP or search result page in Google or any other Google Network, this counts as an impression. It basically implies the number of times your ad has been seen in the result pages, however, it doesn’t guarantee if the user actually saw the ad. The higher the impression the better the position of your ad.

ii. Cost

The cost implies the total cost spent on running a paid campaign in Google Adwords. If you’re spending more than what you have expected, you need to lower the budget to reduce the cost. The cost helps to determine your ROI; hence, keeping the cost and estimate on the check is a must.

iii. Clicks

The overall amount of clicks your ad has received through Google or its partner sites and networks. The higher clicks often result in higher conversion. The ads which churn fewer amounts of clicks imply that they need an update or revamp to make them more user-centric.

iv. Average CPC

Average CPC implies the estimated average cost you’re willing to pay for a user to click your ad a single time. Your average cost-per-click (CPC) is calculated by dividing the cost of your clicks (or the amount you’ve spent on the campaign thus far) by the total number of clicks. A smart marketer will always to try getting more clicks at lesser avg. CPC to maintain the budget while getting more clicks.

v. Conversions

A Conversion is counted whenever a user clicks your ad, arrives on your landing page and takes an action that you’ve defined as important or goal-centric, for example; sign-up, download, purchases, etc.

Conversions are tracked graphically, as well as by campaign and to determine cost-per-acquisition (CPA) and conversion rate.

Why Google ads are important?

Google Ads are important for every business. They don’t only help advertise your product or service, but also offer an edge over your competitors.

Some of the major importance of running Google Ads is as follows:

  • Increase the number of leads and customers
  • Google Adwords platform offers a flexible marketing platform
  • Higher return on investment from ad campaigns
  • A fast and transparent results such as cost per click, cost per impression, total clicks, etc.
  • Tap into high-quality traffic sources from the search engine and YouTube.
  • Find new market segments.

How to Set up Google ads: A checklist

Here is the DIY list of things you can do to set up your Google Ad.

a. Organize your account

Organizing your Google Adwords account includes setting up the basic advertising features such as breaking down your products or services into categories, and basing your account structure. Create separate campaigns, ad groups, and keyword lists for each different product.

b. Set your budget

The next thing you should do is set up your budget and bids. Budget is the total amount you wish to spend per day, while bids are what you are willing to pay for each keyword.

c. Pick your keywords

Pick your keyword. You need to choose the right set of keywords that help to trigger your ads whenever they show up in the search engine. You can use a free tool called Keyword Planner to find and make a list of potential keywords.

d. Set your keyword match types

The next to do is to set up your keyword match type. The match type can be differentiated into these categories

  • Broad match
  • Broad match modifier
  • Phrase match
  • Exact match
  • Negative match

e. Set your landing pages

After setting up your campaign, you need to look into creating and linking your landing page. The landing page is a webpage where the visitors will flood in after clicking on your ads.

f. Choose a device

Choose a device you wish to prioritize your ads in such as the desktop and mobile, or both.

g. Write your ads

Write a compelling ad copy for your campaign. Each ad group can have more than one ad. Experts suggest that you add a keyword to the ad itself to increase its prominence

h. Connect your account to Google Analytics

Link your Google Adwords to Google Analytics. This will help to track every statistic in detail.

What is the campaign in Google ads?

Campaigns are the primary level settings of Google ads that target your respective ad group, ads, keywords, networks, and other essentials.

The features of Google Ad campaigns are as follows:

Campaign goals come first

Campaigns are created around your respective goals. All campaign settings and features will be available to you despite what goals you choose, and you can always make changes to your goals. You can always specify your respective goal under a campaign like if you sell shoes and socks, you can put shoes under one campaign and socks in the other.

Campaign types and networks

Your campaign type determines where customers see your ads and the settings and options available to you. If you’d like to create a Search Network campaign targeting the Display Network, you can select “Search” as your campaign type, then add the Display Network in your network setting.

How do I run a Google ad campaign?

An AdWords campaign is an ad campaign within an AdWords account. An AdWords campaign is usually composed of several ad groups. Each ad group serves different ad texts based on the type of keyword a user may type into Google's search engine. Common ad campaign groupings include geography, device segmentation, and product type.

What are the types of Google ads?

i. Search Network

Search Network (SN) allows the advertiser to show text ads on the search engine result pages only. Search Network with Display Search (SNDS) places text ads on search result pages and websites.

ii. Display Network

Known for displaying image ads, the Display Network (DN) contains over a million websites to show ads on (managed placements).

iii. Video (YouTube)

Google Adwords allows you to place your ads in between the videos on YouTube. With video campaign enabled, you can choose ad formats that serve with an option to skip the ad after five seconds or as a six-second buffer between videos.

iv. Shopping

Google Shopping ads don’t have much setup and there aren’t many features to select. If you want to show products from your eCommerce store in Google Shopping, then you’ll need to set up the Google Merchant Center.

v. Universal Apps

With Universal app, you can advertise your app across Search, Display, and Video Networks.

How much do Google Ads cost?

The average cost-per-click (CPC) on Google Ads is $1 to $2 for the Google Search Network and less than $1 for the Google Display Network.

Google’s auction system plays a role in your Google Ads cost and understanding this system can help you build a realistic budget for your campaigns. Although the estimated price tends to be $1, you would end up paying more or less depending on the keyword, keyword searches, and competition. Google Ads utilizes an auction model to determine both ad placement and cost.

Advantages of Using Google Ads

Google AdWords is a powerful tool when it comes to advertising a business online. What makes it so great? Here are some of the major advantages of using Google Ads.

a. Precise Targeting

Google has a large network of advertising placements such as the search engine, Youtube, display networks, and websites. With Google’s many targeting options, you can place your ad to potential customers. You can also filter your audience on the basis of geographical location, age, keywords and more.

The smart marketing technique enables you to choose the time of the day or week to display your ads. You can segment your most selling ads and budget to weekdays when the business is high and slow it down during the weekend. This can help maximize impressions and clicks.

b. Target Specific Devices

Google Adwords allows you to specify the device you wish to target your ads to such as desktop, mobile. After a 2013 update, Google AdWords allows businesses to choose the kind of devices their ads will be displayed on.

For the search network, an advertiser can choose between desktops, tablets, and mobile devices. While using a display network, advertisers can even further target specific devices like iPhones, Android, or Windows. You can adjust your bid for different devices.

c. Pay Only For Results

The Adwords don’t charge you a single cost until an action has taken place such as clicks. This is arguably the most popular advantage of advertising on Google AdWords. You only need to pay for the clicks on your ads, instead of impressions. This is called a pay-per-click (PPC) advertising model. Save unnecessary costs such as newspaper ads or billboards.

d. Performance Tracking

Google AdWords allows businesses to track the performance of their ads. You can track every minute detail such as impressions, cost per click, total clicks, conversion, type of visits, geographical destination, time of the day, etc.

This means you can track the number of users that view and click your ad. Adwords also allows you to track the number of users that take the desired action after viewing your website.

Adwords Enhanced Campaigns

Google Adwords rolled out new “Enhanced Campaigns” with the goal of greatly simplifying PPC campaign management. It extends your old PPC campaign structure to take all the important mobile advertising features, without having to create separate campaigns for every location and device.

Some of the features of enhanced Adwords Campaigns are as follows:

a. New Bidding Options

Currently, AdWords campaigns support a time of day-based bid adjustments. This has expanded to include new bid adjustment options for location (e.g., bid more for searches conducted close to your store and less for the neighboring towns and communities). Another bid adjustment option for a device such as mobile phones includes creating specific geo-targeted campaigns and mobile-specific campaigns without creating new campaigns.

b. Much Smarter Ads

The ads are getting a lot smarter. Google has started taking in a user context that helps to distribute the right ad to the right person. Within a single campaign, you can have ads for desktop and mobile – similar to how you can have different sized image ads within a single display ad campaign.

Google checks what device is executing the search and will correctly pick the right ad to run with.  Rather than having to specify different campaigns for tablet and mobile, etc., ads and settings will be adjusted for you automatically, based on user context.

c. No More Mobile Call Reporting Fees!

With Enhanced Campaigns, Google is dumping the extra mobile call reporting fee for the advertiser because they like everyone to take advantage of advanced call metrics and reporting as much as possible.

Previously Google had offered mobile call reporting features to allow an advertiser to see what phone numbers called, when, and how long the call lasted. This was helpful but a bit bizarre in that Google actually charged advertisers a dollar extra per call to use it.

d. New Mobile Advertising Conversion Type

The ROI of mobile search is systematically under-reported because current conversion tracking is based on a user finding a thank-you page after having placed an order online or filling out a contact us form. In mobile search, the call to action is often to make a phone call, so traditional conversion tracking doesn’t work.

AdWords Enhanced Campaigns is adding a mobile advertising conversion type based on call duration and is specified by the advertiser. For example, an advertiser can specify a minimum duration of a call that you consider to be a conversion in your reporting.

google vs facbook

Are Goggle Ads effective?

Every business goes through this quandary before starting out with Google Adwords. Here are ten of the most compelling reasons to take up Google Adwords immediately.

Google Ads are Scalable

Google Ads are highly scalable, meaning you can measure the success of your campaigns at any point in time. If you create a Google Ads campaign that is converting at a profitable rate, there is no reason to arbitrarily cap spend on that campaign. You can increase your budget and your leads and profits will increase accordingly.

Google Ads are Measurable

With the right kind of tools and measurements available inside the single system, you can measure the campaign, ads, and keyword performance at the go. Compared to traditional marketing channels like TV and magazine advertising, online marketing is highly measurable, and Google Ads PPC is one of the most measurable of online channels.

Google Ads are more transparent, providing tons of PPC metrics that allow you to see at a granular level what works and what doesn’t.

Google Ads are Flexible

Google Ads are inflexible in terms of creating, managing, and changing ad campaigns. It provides tons of options so you can customize your campaigns, ad groups, network, ads, display type, keywords and ads to your particular needs

Google Ads are Faster than SEO

Google Ads render faster results than SEO. SEO is an organic process that takes a long time to get the desired result, whereas, Google Ads can deliver immediate results.

For new businesses and websites, it can take months to see results from SEO. SEO techniques are complex as well. Google Ads is a great workaround for new businesses because you don’t have to wait around so long to see results.

Google Ads Is (Usually) Easier than SEO

Running the PPC campaign requires much less effort than the SEO efforts. Increasing organic traffic takes a lot amount of time and effort. Increasing organic traffic for each keyword will take time. In this time, you can get faster results when running a Google Ad.

Google Ads is also probably easier to learn because there’s less contradictory information out there.

Google Ads are Taking over the SERPs

If you’ve noticed, Google Ads are always placed in a prominent position in the Google SERPs. The first, second, and third positions for any keyword in Google SERP are dedicated to paid ads. This won’t change anytime soon because the company earns 97% of revenue from advertising.

Google Ads Formats Can Be More Engaging than Organic Results

The Google ads are always highlighted compared to the organic results. Google has rolled out lots of new ad formats in the past couple of years, such as product listing ads and in-video ads on YouTube. The ads are shinier and more engaging.

Google Ads Traffic Might Convert Better than Organic Traffic

Although organic traffics is great, it may take time and lots of effort to gain free traffic. Paid search traffic converts better than organic traffic – with conversion rates up to two times higher. This may be because the paid searches are more targeted and qualified compared to other searches.

Google Ads Complements Your Other Marketing Channels

Google Ads is complementary to your other marketing efforts. Remarketing is an especially powerful way to use Ads to target people who have shown an interest in your business. With Google Ads remarketing, you can track past visitors to your website with a cookie.

Your Competitors Are Using Google Ads

One important reason to use Google Ads is that your competitors are already using it. This offers an edge to your competitors. If you wish to complete with your competitor, you need to start leveraging the power of paid advertising.

Facebook Ads vs. Google Adwords

Google AdWords is a Paid Search that targets advertising in the largest search engine in the world. The world’s largest and most popular PPC advertising platform offers a diverse range of advertising platforms such as network websites, mobile applications, and Youtube. The term “Paid search” is synonymous with Google Adwords.

Facebook Ad is a Paid Social platform that relies on popular social media Facebook. Facebook Ad is a prime example of what is known as “paid social.” One of the advantages of Facebook advertising is that you can cater to a large number of social media users.

facebook ad

One of the main advantages of using Google as an advertising platform is its immense reach. Google handles more than 40,000 search queries every second, a total of more than 1.2 trillion web searches every single year. For this reason, Google AdWords rewards relevance and quality above all other factors. Facebook has an edge over users who mostly rely on social media.


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