Google AdWords - Search, Display, Mobile, Video
How does Google AdWords work?
Google AdWords is Google’s online advertising program which works to place advertisements in front of audiences most interested in buying your business’s products or services. AdWords allows businesses to craft unique campaign targeting features like the type of Google Network (Search, Display, YouTube, partner), the type of ad creative (text, image, mobile, video), the type of device, and other options like select locations, interests, demographics and more and place unique ad creatives in front of the choice audiences.
Pay per click (PPC) advertising is the fastest means to reach new customers as they search the web for words and keywords related to your business or browse websites with related themes.
Advertisements are used as a means to describe what goods and or services a business offers. Advertisements may appear as text, video, or image with each form best serving a unique purpose such as describing what your business offers through compelling text, or reflecting your business’s brand with a memorable logo.
Keywords are search phrases you believe your customers may enter into Google’s search engine when searching for terms relevant to your business’s offerings.
Targeting methods are conditions for when to show ads such as select locations, language, networks, devices, and so much more.
Search Engine Marketing works when someone looking for your service performs a search using a specific keyword. That keyword will trigger a set of Google search results. The advantage to using Google AdWords is that your ad will appear above or alongside the “natural” or “organic” search results. Google search listings are a quick ticket to outrank your competitors through the pay-per-click model.
Google’s search engine reaches more than 80% of the world wide web, meaning more than 80% of all searches taking place on the internet are performed through Google’s search engine. When you advertise on the Google Search Network, your ads can show next to or above the natural search results when users are performing searches for select key terms.
Advertisements are selected based on what terms the user is searching for. When the user’s search terms match the keyword or keywords that you’ve selected to represent your business’s products or services, a search advertisement is shown which represents your business in detail. Advertisements compete on a cost-per-click basis for the highest position, or top of page search results.
The types of advertisements displayed on the Search Network are plain text ads, text advertisements with extensions which include extra business details like the business’s location, phone number or additional sitelinks, shopping advertisements, which display a link to products for sale, and image and video ads which are allowed on Google’s search partners.
The Google Display Network (GDN) is a network of millions of high-quality news pages, topic specific sites, video sites and blogs which provide advertising space for advertisers.
The Display Network lets advertisers choose from all types of ads; text, image, and interactive video ads and place them on targeted websites that are relevant to the business’s products and or services.
The Google Display Network also allows businesses to leverage choice audience targeting options like affinity, contextual, interest and categories to reach audiences that will most likely engage with the advertisements. Contextual targeting consists of choosing select keywords, topics, and placements to target while audience targeting allows for targeting based on an audience member’s interests, demographics, whether or not they’ve visited the site and viewers with similar interests to members on the remarketing lists.
With keyword targeting, Google matches the choice keywords to themes found in Google Display Network. For example, the keyword laptop may be shown on websites that are related to personal electronics or computer science. There are more than 1,700 topic target categories to choose from like automotive, shopping enthusiasts, and more. Placement targeting allows advertisers to pick websites, videos, or games from the Google Display Network and serve advertisements to consumers on the select sites, videos, or games. Google analyzes the websites users visit and recognizes their interests based on their browsing history. Interest category targeting allows advertisers to select interests in order to show their advertisements to audiences based on their interests. Demographic targeting involves targeting advertisements to viewers based on their inferred age or gender. Remarketing allows advertisers to re-advertise to visitors of their website. Remarketing lists may be comprised of past visitors, visitors that took a specific action or actions like those visitors that abandoned a purchase, or visitors that previously converted. Remarketing also allows advertisers to exclude the very people that made those specific actions on the website, like excluding those visitors that previously completed a conversion. Google also allows advertisers to target users that exhibit similar browsing habits to those of the remarketing members.
Display advertising helps build awareness, increase the business’s reach, drive conversions and contribute to a more rapid purchase cycle. The customer buying cycle begins with awareness, and ends with loyalty. In between those phases there are the interest, consideration, and purchase phases. The Google Display network helps businesses build interest by targeting customers when they’re evaluating products or services. Remarketing helps to target viewers still in the consideration phase. Remarketing in the Google Display Network can also help businesses gain customer loyalty by targeting viewers that previously made a purchase. Often times, the viewers most likely to convert are those that previously engaged with the business.
The Google AdWords platform makes it possible to deliver advertisements to mobile devices.
Mobile preferred advertisements are mobile-optimized ads with a message, display URL and landing page specifically for mobile devices. When AdWords discovers a choice between showing a standard text advertisement or a mobile preferred advertisement on a mobile device, AdWords will display the mobile preferred version.
Image advertisements on mobile devices are similar to normal image ads that appear on a desktop computer, but the mobile image ads can link to a mobile website or to an app specifically designed for mobile devices.
Mobile advertising may be the easiest and most effective way to drive app promotions, engagements or downloads. The app promotion ads can run across search and display networks using the app digital content advertising format.
Another type of mobile ad is the call only advertisements which appear only on devices that can make phone calls. These ads are designed to encourage people to call rather than click and land on a website. Call-only ads contain the business’s name, phone number, two lines of description text, a display URL, and an optional verification URL.
AdWords for video is Google’s paid video advertising program which allows videos to play before appropriate YouTube videos, or suggest videos in the sidebar of the site’s search and watch pages. AdWords for video allows businesses to advertise in multiple ad formats across the Google Display Network, the YouTube network, and video publisher pages which includes games and apps on the Google Display Network and YouTube.
There are several benefits of using AdWords for video which include advertising to the world’s largest video audience, reaching a highly engaged audience, using video remarketing lists to improve return on investment, controlling the budget with pay-per-view ads (pay only when someone views an ad), measuring the success of the advertisements with Analytics, freedom to optimize advertisements to run longer than 30 seconds, low costs per keyword, longer product demonstrations and customer testimonials, and the ability to air a how-to video.