Please note that as of July 2018, Google Adwords is now known as Google Ads.
What Is Google Ads Advertising?
Google Ads is the new name for Google’s overarching advertising network where you bid to have your ads seen in search results, apps and videos or across the web on others sites, amongst other avenues. With millions of websites and blogs across the internet, Google sites like Youtube and Gmail, and the massive volume of searches conducted every day on the Google search engine, you can reach an astonishing number of potential customers through Google Ads.
However, in order to take full advantage of these powerful tools, your campaign cannot be left to run itself. It must be carefully maintained in order to make sure you are targeting the right segment of customers with the right ads so you can get the best return on your investment. This requires an understanding of how Google Ads is divided into multiple networks, each dealing with a different area of online advertising.
Google Search Network
If you have ever used Google for searching the internet you have almost certainly noticed the ads that appear atop the search results. Those ads are part of the Google Search Network. These ads are priced at cost per click (CPC), thus you only pay when someone actually clicks on the ad. Businesses engaged with the search network set budgets for their ad campaign and then place bids on certain keywords. Google then decides which ads are the most relevant and displays them in the search results. A well managed Google Ads search campaign can easily generate enough clicks, leads and sales to justify the cost.
Google Display Network
While the search network deals with ads place within search results, the Google Display Network deals with ads that are placed on other websites. Google display ads can be found on over two millions websites and in 650,000 apps, so no matter where your target audience is, you can reach them. Much like search ads, these can be CPC but they also can be priced at cost per thousand impressions (CPM). Impressions in this case are when the ad is seen on a site. These ads are also bid on, though instead of bidding on the search query you bid on the placement of the ad, which are the locations on the network where your ads can appear. One of the benefits of display ads over search ads is that you can create eye catching visual ads that pop out at site visitors or rich media ads that include interactive elements or that change based on who is viewing them.
There are many different ways you can tailor your display ad campaign to find the audience that is right for your business. Two of the most effective are demographic based advertising and remarketing.
Demographic Targeting – Hone in on an audience based on age, gender, geographic location, what device they are using or a multitude of other attributes. Demographics allow you to really tailor your ad campaign to hit the right people at the right moment.
Google Remarketing – Ever wish you could reach out to past visitors to your site and maybe convince them to re-engage with your business? You can with Google remarketing. Remarketing allows you to target past visitors with ads to keep your business in the forefront of their minds, no matter where they go on the web after visiting your site. Turn interest into action with a smart remarketing campaign.
Other Methods of Advertising With Google Ads
Video Ads – With the massive audience of YouTube, video ads can reach wide groups of people. The YouTube platform reaches more 18-49 year-olds than other video ad platforms like cable networks and it is completely integrated with Google Ads, making tracking who is seeing your ads and how much you are spending easy.
Universal App Campaigns – Advertising your app is easy with Google Ads. Promote your Android or iOS app to billions of users across Google Search, Gmail, YouTube, and the other websites in the Google Display Network. Set your campaign on a cost per install (CPI) basis and let Google deliver your ads to those most likely to engage.
Shopping Ads – If you have products to sell, then a Google shopping campaign might be right for you. Display a visual ad of your product along with product information on Google Search, YouTube and more in order to entice customers to check out your store.