Looking for a way to effectively reach people who are genuinely interested in your offer with your advertising? Try the possibilities offered by Google Ads (formerly Google AdWords). Optimize your campaigns, target your audience, and make your website and offer even more visible on the Internet.
- Agnieszka Nowok
- Office Manager. Z branżą marketingową związana od ponad 7 lat. Zafascynowana możliwościami, jakie dają kanały marketingowe, specjalistka od reklam ppc.
- July 12, 2021
- July 12, 2021
Spis Treści
| What is Google Ads?
Google Ads (formerly Google AdWords) is one of the most effective online advertising methods. A well-designed and tailored Google Ads campaign can achieve the desired results within a few hours of launch.
Google Ads draws its power from sponsored links, ensuring that any website that pays and creates a campaign can appear in the paid Google search results. This is typically at the top or bottom of the search results list, with an “ad” label next to the link.
However, it doesn’t stop there, as creating Google Ads campaigns also allows you to advertise your website, store, or products not only in the search engine but also across the Google search network.
Anyone who decides to create a Google Ads AdWords campaign can choose a specific advertising goal, campaign runtime, format, type, and determine their acceptable budget.
| Forms of Google Ads AdWords Advertising
One significant advantage of Google Ads advertisements is their flexibility and variety. Get to know the available forms to choose from when launching your advertising campaign:
| Text Ads
Sponsored links play a primary role here, as this is still the most popular form. Advertisements are displayed at the beginning or end of Google search results, as well as on pages within the advertising network.
Not sure what text advertising is? When a user enters keywords into the search engine, your task is to match the ad campaign to their needs and deliver the expected results. This way, you can effectively increase your sales, become an expert, or encourage users to choose your offer. The effects of a text campaign can be seen quickly. The PPC model is used here, meaning you pay not for displaying the ad but for users clicking on your website.
| Display Ads
Another option to consider is display ads. Use the Google Display Network for displaying your advertisements. Your graphic advertisements are typically in the form of linked banners that appear on various websites.
You can adjust the size and appearance of the graphics as you see fit. Google also allows you to choose a specific form of this type of advertisement, allowing you to choose flexible, dynamic, or lightbox advertisements. Of course, you also determine who gets to display them.
In recent times, the potential of graphic ads has been especially noticeable. It’s particularly worth using Google Ads in this case for remarketing to inform users about promotional actions, new offerings, generate interest in your offer, and more.
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| Video Ads
Another available option provided by Google Ads is the video format. In this case, your ads will be displayed on YouTube. Due to the enormous and continually growing popularity of this social media platform, you can expect a significant increase in reach by choosing this type of advertising. Many users even decide to share video ads on YouTube, further expanding their reach.
Just like any other Google Ads advertisement, you can target it to reach potential customers. Remarketing works exceptionally well here, allowing you to reach users who have already interacted with your brand or company with video ads.
| Gmail Ads
Gmail advertising is actually GSP, which stands for Gmail Sponsored Promotions. You’ve probably noticed ads appearing in your email inbox and being placed at the top of the “Promotions” or “Social” tabs. These are also Google Ads advertisements. They take the form of a standard email containing text, a title, the advertiser’s email address, a logo, text, graphics, and links.
When a user opens such an email, they may have the opportunity to be redirected to your website or asked to fill out a form, and more. The Cost Per Click (CPC) model is used here, meaning the cost is incurred after the user expands the ad.
Google carefully analyzes recipients and sends ads to people who meet criteria such as age, location, gender, interests, and the devices they use.
To benefit from this type of Google Ads campaign, you need to designate relevant keywords and add them to the email message.
| Product Ads
When you have an online store, it’s essential to pay particular attention to product advertising. After all, it’s specifically dedicated to the e-commerce industry. These Google Ads appear both in Google search results and across the Google advertising network and in the “Shopping” tab.
Regarding the search engine, these results are most often available in a carousel format at the top of the search results list. As the name implies, product campaigns focus on promoting a single item, displaying the product image, name, and price to the user.
Users receive all the essential information about the product because Google’s tool retrieves data about the item from the Merchant Center. In this case, the Pay Per Click model is also used.
| Google AdWords Campaign Goals
The main idea of Google Ads campaigns is to help advertisers achieve specific goals. On the one hand, you can use them to generate more traffic to your website, encourage visiting users to take specific actions, or increase brand recognition.
You should define the goal of your Google Ads campaign before launching it. Only then can you tailor the appropriate strategy and optimize rates to reduce advertising costs.
How to set the goal of a Google Ads campaign? It’s best if it aligns with the well-known SMART principle, meaning it must be:
- specific,
- measurable,
- achievable,
- relevant,
- time-bound.
| Micro and Macro Conversions
In the e-commerce industry, the most crucial goal (conversion) is always a purchase, which leads to increased profits. These are the so-called macro-conversions. To boost your sales, your company can set goals such as customer product purchases, scheduling appointments online, or phone contact.
You should also consider micro-conversions, which are, in a way, a step towards achieving a macro goal. They indicate real interest from potential customers. Among the most common micro-conversion goals, you can include:
- subscribing to a newsletter,
- navigating to an offer or contact page,
- clicking a button on the website or in the store,
- downloading a file,
- adding items to the shopping cart,
- using the website’s search function.
How can you easily set goals in Google Ads? You should utilize Google Ads and Google Analytics accounts, which need to be connected. However, it’s best not to experiment but instead rely on an experienced Google Ads specialist who can create a campaign full of benefits. Contact us, and we will help you not only define the goal of your Google Ads advertising but also launch and optimize your campaign and perform an analysis.
| Why Invest in Google Ads Campaigns?
In today’s world, the internet is considered the primary source of knowledge, where most of us gather information. Nowadays, we seek advice online, expand our awareness, and make purchases based on the opinions of users who have experience with specific products. As a business owner or website operator, you can harness this power by creating a precisely designed Google Ads campaign.
Discover the most significant advantages of such a campaign that are within your reach.
| Payment for Results
Google Ads operates on a Pay Per Click (PPC) model, meaning payment is only collected for clicks that redirect users to your website. If no one clicks on the link during the entire ad campaign period, you won’t incur any costs. Of course, this may also indicate that the ad was improperly configured and less effective.
Because you pay for results and set your budget, even business owners who are just beginning their entrepreneurial journey can utilize the potential of Google AdWords and expand their reach to reach potential customers.
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| Measuring Results
Thanks to the ability to measure the results of Pay Per Click (PPC) ads, you can react quickly, for example, by changing keywords. Specialized built-in tools allow you to gauge the campaign’s popularity and whether the right conversion has been chosen. A detailed analysis can save you money and, at the same time, achieve much better results.
| Guaranteed Expanded Reach
Google is the most popular search engine in the world. Every day, over 1.5 billion users use it. They enter millions of queries every hour, which help them make purchasing decisions, among other things. Therefore, you should take advantage of Google’s potential right now and significantly expand your brand or company’s reach through the search engine.
With Google Ads, you can not only increase your visibility nationwide but also target ads to specific regions, expanding your reach within local communities.
| Flexible Customization of Google Ads Campaigns
When creating a Google Ads campaign, you will be able to precisely define your target audience and the keywords to be used in your campaign. Once the ad is running, you can make unlimited edits and modifications to achieve the best possible results.
Moreover, the flexibility of Google AdWords campaigns also means that they can take many different forms, such as image, remarketing, sales, or app advertising. You decide whether the ad will be visible on Google, the Google Display Network, YouTube, or Gmail.
| Excellent Complement to SEO
Are you optimizing your website or planning to do so soon? In that case, consider creating Google Ads campaigns because they complement SEO efforts exceptionally well. Plus, they deliver faster results compared to SEO.
Especially when the results of SEO efforts are not yet visible on your website, advertising in the paid search results can be highly effective. More and more companies are realizing that the best results are achieved when their business is at the top of both paid and organic search results.
| Budget Control
The Google Ads system is designed to ensure that you can monitor your advertising expenses at all times. You can establish the total and final budget of your campaign from the very beginning, ensuring it won’t be exceeded, not even by a single unit of currency.
With Google Ads, you pay only for clicks (PPC), giving you greater control over costs and the campaign itself.
| Google Ads and Location
You may have heard of local SEO, but did you know that Google Ads campaigns can also work this way? By setting a location, you can make your Google Ads appear to residents of a specific neighborhood, city, region, province, or even a country.
This is especially useful for local businesses as it can increase the effectiveness of their advertising while saving money. After all, there’s no point in targeting Google Ads to people across the entire country when it’s not effective for your local audience.
| Key Concepts You Must Know to Create a Successful Google Ads Campaign
If internet marketing is still an unfamiliar and complex environment for you, it’s essential to understand the meaning of the following terms. This will help you better comprehend Google Ads campaigns, making them more effective, and allowing you to understand the actions taken by the interactive agency you’re working with.
- Keyword – It can consist of a single word or an entire phrase. Your ad is displayed for this phrase, which users enter, for example, on Google.
- CTR – It stands for Click-Through Rate, which is how often users who see your ad click on it. It is calculated using a formula where the number of ad clicks is divided by the number of ad views.
- CPC – This is the cost per click for your ad. Typically, the average CPC is used, which is the cost per click divided by the number of clicks.
- Conversion – One of the most crucial terms when creating Google Ads, it represents the expected action by the user and is often associated with the advertiser’s goal. It’s essential for the conversion to align closely with the goals of the Google Ads campaign.
- ROAS – Return on Ad Spend, which allows you to determine how much your revenue has increased since starting your Google Ads campaign. The ROAS is calculated using the formula: revenue/costs*100.
- Landing Page – The page users arrive at after clicking on an ad.
- Campaign – A set of Google Ads that have specific objectives and targeting, such as a particular location. Currently, you can create a maximum of 100 campaigns using Google Ads.
- Google Merchant Center – A specialized tool for sending product data and information about your online store. It’s used when setting up product ads.
- Remarketing – Often used in Google Ads to reconnect with users who have previously visited your website, abandoned a shopping cart, and more. This action aims to increase brand awareness and improve the chances of users making a purchase.
| Appreciate the Power of Google Ads Campaigns – Summary
Paid advertising on Google’s search engine is a way to quickly show internet users what your company specializes in and why they should choose it. With Google Ads, you’ll achieve the most critical benefit – increasing your business’s profit. Reach your target audience, discover the advantages of sponsored links, and choose the campaign type that helps you achieve specific and measurable goals. Appreciate the power of internet marketing, especially Google Ads campaigns, to boost your business.
