The digital advertising, whether on social networks or search engines, is one of the most important tools for any entrepreneur or marketing manager in a company. Over the years, understanding it has become a headache for many and a source of work for others. Therefore, in this text we will explain how google ads works and what features of this platform you should have on your radar.
If you are one of those who likes to write down, go for a pen and paper; if you are more digital, open a notepad to save the most important points. 🗒
What is Google Ads?🤔
is a pay per click advertising platform (PPC) which is part of the Menlo Park, California-based company’s app ecosystem. With this tool, the user who is advertising pays per click or impression, in exchange for receiving visits to their website, calls to a mobile phone or giving visibility to the products of an e-commerce.
This platform was born in October 2000two years after the creation of Google and was known as Adwords, a name that changed in 2018 to adopt the name of Google Ads.
Why use Google Ads?👌
At some point, we’ve all clicked on a result that has the caption “ad” next to the web address. Due to its impact and expansion, it has become the best option to accelerate business in the digital world.
According to , the most famous search engine on the planet receives about 3.5 million queries per day and it has become the best friend to search for anything, questions, products, services, addresses, etc. combining paid and organic results.
With the help of Google Ads, any entrepreneur or marketing expert can know what their competition is doing and position themselves above themscrolling all organic results that match certain search criteria.
If you are missing reasons to include this tool in your , the following list is perfect to make a decision:
1. Favorable results quickly
According to data from Google, for every 20 pesos you invest, you can earn up to 160 more.
2. You can choose the placement of your ads and the target audience (target)
Google Ads allows you to choose the people you want to reach according to location and interests and thus capture the attention of potential customers while optimizing your investment. Also, you will decide if you want to appear in the search engine, commercial sites, blogs and even YouTube.
3. Control in schedules
You decide what time, day and how often you want your advertising to be displayed.
4. Manage your budget
Although over the years Google Ads has become ‘more expensive’ in some niches, the reality is that you have the power to decide how much to investin addition to being able to visualize the return on investment for your business.
5. Topic targeting
The tool gives you the option to categorize ads according to specific topics so that they can be displayed on various sites related to that choice.
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Importance of doing SEM for your business and its relationship with Google Ads💡
After talking about numbers and capturing your attention, let’s explain the importance of using it and what benefits it has for your business. SEM is the set of strategies to quickly position your brand in search engines with the integration of paid advertisements in Google, in the hipster Bing or in the veteran Yahoo.
Google Ads is part of SEM and with it you can segment users to reach only the audience that really interests you; generate specific actions (conversions), measure and optimize them in real time.
If you use SEM as an ally, You will have faster results than with a Search Engine Optimization (SEO) strategy And everything will depend on the budget you have. Therefore, to achieve success with your business, you must work with both.
In sports terms, SEM is a race for power and explosiveness, while SEO is for endurance and endurance.
How does Google Ads work?😮
As usual, over the years and the arrival of new technology, the way tools work has evolved. For this reason, one of the most common questions that many entrepreneurs ask themselves is how google ads works in full 2021.
To break this point down, we will give the example of a shoe store.
Suppose you already have the keywords for your campaign and they are: “women’s shoes”, “leather shoes” and “men’s shoes”. If a user searches Google for any of these phrases, your ad will have the opportunity to appear depending on the investment you make. If it appears in search and the potential customer clicks on it, you will pay a preset amount for that click. Once inside your site, you will have the possibility of converting that visitor into a buyer.
Nowadays, Google Ads is very intuitive and can be used by almost anyone without prior knowledge of marketing or . To understand more about its operation and before creating an account, we will explain, in broad strokes, the ad formats that you can choose.
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Ad types 📢
1.Display Network
The display network is a set of more than two million websites, videos and applications of different segments and sizes. You can find everything from news portals to platforms to check the weather.
Display Network sites reach more than 90% of Internet users worldwide and has the peculiarity of showing ads to people with specific interests, locations and at different times of your life. They can be chosen in text, image, video or rich media.
2. Search Network
The Search Network is a group of Google results and related search websites. In this option, the ads are shown in specific areas in the search results: above the organic options and, in the case of keywords highly competitive, in the last 3 positions.
When an ad is published, it will be able to appear near the search results every time a user uses terms related to the keywords.
3.Google Shopping
For entrepreneurs with an e-commerce, the sales network of the largest search engine, , It is the perfect option to advertise. This offers the option to display products on the search network and drive traffic to the website to complete the purchase. Even if you have a physical business, you can also get potential customers to visit it.
If you want to use it, you will need to connect your store with using a data feed (.xml file) that contains all the details of the products (prices, variants, photos, etc.)
The difference with the previous ones is that you do not need to select keywords in the segmentation, you must rely on the information of the feed of data for Google to relate it to the searches of your potential customers and will be shown on the Google Search and Display Network.
💡 TIP: If you have a Cloud Store, the connection with Google Shopping it will be very simple. and discover the steps to do it.
4. YouTube Ads
One of the most far-reaching formats in recent years is video. According to People who visit YouTube to consume content total around six billion hours watching videos.
Your company must be on YouTube Ads to reach an audience that is not only looking for entertainment, but also tutorials, advice and valuable information. With this feature you will be able to display graphic, video and rich media to connect with the right audience, previously segmented with keywords or demographic information.
Ads that “follow you” are one of the most successful features of SEM. If it has happened to you that you search for “sneakers from ‘x’ brand” or “t-shirts from ‘y’ company” and you immediately start seeing ads for them in your browsing you are consuming the and it is one of the most striking features of Google Ads.
The main difference with the previous ones is that the specific actions (purchase or call) will be faster because you will reach people who have already had an interaction with your website. In Ads there are 4 types of Remarketing (also known as Retargeting):
- Standard remarketing: You’ll reach people who’ve already visited your site as they browse other pages and apps on the Display Network.
- Dynamic remarketing: You will optimize performance with targeted ads that show products or services that users have already seen on your website.
- Remarketing lists for search ads: your ads will accompany people who have already visited your site and who continue to search for options similar to your product or service on Google;
- Video Remarketing: one of the most innovative options if you have a YouTube profile. Here, ads will reach people who have already engaged with your content or channel as they continue to consume content on the platform or visit Display Network websites and apps;
6. Mobile apps
If you have an app and you want it to be downloaded, this is the option you need. With this type of Google Ads campaign you can impact the Search, Display or YouTube Network to increase installations.
The plus of this feature is that you can do remarketing so that people who already have the app on their device use it again or take a specific action within it.
How to create a Google Ads account?😯
Creating an account is very simple. With only you will arrive at the main page of Google Ads and you will be close to beginning the adventure. Once there, you must choose “Start now” and then, on the next screen, select “New Google Ads account”.
Boom! After that you will be ready to launch your first campaign. If you already have a Company Profile in you will have the option to receive calls or requests for directions to your business; if you do not have it, you will only be able to drive traffic to your website and get basic actions such as purchases or reservations.
💡 TIP: If you are an expert in marketing and want to have full control over your account and campaigns, you can change the settings to expert mode at any time.
Keywords for Google Ads campaigns 🙂
One of the functions of Google Ads is the audience segmentation based on keywords, which are specific terms or phrases that are related to what a user wants to find. Before moving on, it’s important to note that a keyword is not the same as a search term and we’ll explain their differences below:
Keyword: refers to the word that the advertiser defines for an ad to match the search terms sought by potential customers.
Search term: they are the words that a potential customer uses in the search engine to find what they are looking for.
Keywords (also known as keywords) you should choose them based on…
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