Google Ads advertising has many benefits. The main one appears in the paid search results above the regular results in the Google search engine. Well-optimized campaigns target specific recipients who may become paying customers of our products or services.
Google Ads – what is it?
Ads bring a lot of value not only to people or companies using the Google advertising system, but also to those who are looking for specific products and services. The system allows you to present your offer on the Internet in an attractive way and increase brand awareness.
Below are some of the benefits of using Google Ads.
Types of Google Ads
Google Ads offers multiple ad delivery options, giving you a better chance of reaching the right audience. The following ads are currently available in the panel:
- text ads on the Google search network
- so-called display, graphical advertising on the Google Display Network
- Google shopping network campaign, so-called product ads
- Video campaigns, so-called YouTube video ads
- app campaigns
- local campaigns
- search campaigns
- Performance Max campaign
Choosing the right type of ad depends on the goal you want to achieve. We will select a different campaign type to promote products available in the online store, another to increase traffic in the physical store, and another if we want to increase our brand awareness.
Control your budget and ad delivery
Google Ads campaigns are fully controlled by account administrators. They decide which terms (called keywords) should appear in text ads and which words we want to exclude from our campaign. In the Keyword Planner, you can see how often a given term is searched. It also contains information about how much more or less you will have to pay per click on ads that are displayed for a given query.
It is very important that advertising content appears only to those who are looking for the products or services that we offer. Ads are not intrusive and do not appear everywhere and not every time, which is why they are not so suitable for the audience.
Google also allows you to restrict where our display ads will appear. You can exclude not only YouTube channels, but also applications and sites of Google partners. It’s also worth noting that text ads and shopping campaigns appear above organic results in Google. This causes the searcher to see ads first and then free search results. Interestingly, on mobile phones, ads are visible without scrolling, which increases the likelihood that a potential customer will click on it.
The Google Ads Specialist determines the budget he wants to spend on a given campaign. This could be the total budget, i.e. the entire amount will be divided – depending on the frequency of display and compliance with queries – across all campaigns. You can also set up a budget for each campaign separately.
In addition, Google gives us the opportunity to pay for a specific conversion, that is, for what the advertiser is most interested in. Currently, we can choose from such types of trading strategies as:
- CPC (cost per click) — cost per click on an ad;
- eCPC (Improved CPC) – improved cost per click – here the algorithms determine the amount per click and set it in such a way as to maximize the number of conversions;
- CPM (cost per mile) — cost per 1000 video ad impressions;
- CPV (cost per view) — the cost of viewing a video ad;
- CPA (cost per action) — cost per conversion;
- ROAS (return on ad spend) – target return on ad spend – the system itself sets the maximum amount per conversion to obtain the desired return on ad spend.
Extensions – better ad visibility and more information
Currently, Google ads can be enhanced with the following extensions:
- additional links;
- information;
- explanations;
- graphics;
- telephone numbers;
- form;
- location;
- associated location;
- prices.
These extensions allow ads to contain additional information that encourages a potential customer to click on that particular ad. You can provide a phone number, registered office address, information about current promotions. Thanks to the information provided in the extensions, advertising becomes even more attractive. Therefore, it is worth using them. An added benefit of extensions is that Google search ads take up more space and are more visible to potential customers.
Speed of change implementation and ability to analyze effectiveness
The undoubted advantage of Google Ads is that you can quickly respond to all sorts of factors. Campaigns can be paused or resumed at any time, depending on your needs. Each change is visible almost immediately – the only limitation is that Google checks them again. Or rather, no more than a day. However, it should be borne in mind that interruptions in the display of advertising are not desirable. Reactivating a campaign after a long pause means it needs to collect data again for optimization.
The Google Ads Dashboard collects a lot of data. Analyzing the collected information allows you to even better and more accurately target your ads. Thanks to this, the money invested in advertising was not spent on something that would certainly not bring the desired results.
Ad targeting – accuracy in the choice of target audience
In the Google panel, it is possible to choose not only where the ad will be displayed (search network, shopping network, or Google ad network), but also more precisely determine which recipient we are looking for. Google allows you to target by the gender, age, interests, or location of the recipient. Such clarification of the requirements for the recipient increases the chances of reaching the person who right now needs what the advertisement offers. This way, no money is wasted on showing ads to people who are unlikely to be and will not be interested in the ad in question.
Conclusion
Ads on Google Ads (formerly Google Adwords) offer a lot of options and a lot of benefits. If we have only the right budget, in order to beat the competition, it is enough to properly prepare an advertising campaign and use the opportunities offered by the panel. Being at the top of search results increases your chances of conversion and gives you an edge over companies that only use organic results to promote.
