Updated: Feb 4
I've been working at Google's Vendor site for several years, both as Account Manager and Senior Product Trainer for SMBs and Agency side. Through that experience, I help stakeholders and decision-makers with their Marketing goals by selecting the right Google products that fit their business goals. Plus, I've trained our staff team about new product Google products and provided ongoing progressive refresh training.
In Today's post, I will share some insights on "What is Google Ads" plus some of the most common products used by Digital Marketers. For our Season 6 this New Year, I will be discussing how the Google Ads marketing platform can help grow your business, improve ROI, and generate quality sales or leads. This post is the first part of the Google Ads series. Let's start with the basics!
What is Google Ads?
Google Ads is a digital marketing platform used by businesses or advertise to and help promote products or services online. Some of these ads can be triggered by keywords search on the search engine and youtube, or they can be used as display format within Google partnership sites, Youtube, and Gmail.
Google Search Ads:
The most common Google ads product used by Digital Marketers is the Google Search Ads campaign. It has many benefits, including reaching goals and highly relevant targeting. Search campaigns can help you get more sales, leads, or website traffic. In addition, you have the power to target people actively searching for your specific products and services.
Lastly, the Search Ads campaign is easy o set up; however, rely on your keyword planner and performance planner with the right bid strategy for the best performance. Display ( Standard & Smart)
The Display campaign has two unique features: Standard Display and Smart Display. On the one hand, the Standard Display campaign ad gives you complete control over setting up ads assets, target audience, bid strategy, etc. This campaign generally requires heavy lifting and optimizations to improve performance. On the other hand, The Smart Display Campaign is fully automated by Google's advanced machine-learning solutions. It relies heavily on signals from your historical account data, user behavior online, and budget and offers remarketing options to improve conversion rate.
Consider a Display campaign like the billboard ads you see at the mall or out in the street but with digital sittings. Both Displays campaign types can help you reach relevant people in multiple places. According to Google, help center info, "Display campaigns can reach people worldwide across millions of websites, apps, and Google-owned properties. This process allows you to expand your reach and stay top of mind with an audience beyond just Google Search". From experience, I see Smart Display Ads perform better than the standard because of the rich data sync with Google marketing A.I.
Moreover, for best practice, try to build Display campaigns around your goals, whether drive sales, leads, and website traffic or build awareness and consideration for your business, product, or service.
Display campaigns are easy to use. When creating your campaign bid strategy, conversion tracking actions, responsive display ads, and budget allocation are other things to consider. High-quality images can help your campaign deliver the best campaign results, friction-free.
Consider a Display campaign like the billboard ads you see at the mall or out in the street but with digital sittings. Both Displays campaign types can help you reach relevant people in multiple places. According to Google, help center info, "Display campaigns can reach people worldwide across millions of websites, apps, and Google-owned properties. This process Google's other cool product is video ads, also known as Youtube Campaign. The great thing about this type of campaign it allows you to show your product and service across Youtube networks and Display.
This campaign feature is excellent for brand awareness when you use the 6 seconds video format or Truview for campaign types. I will explain it more in detail during our "Google Ads Series on my podcast." There are a few other video ads campaign types, such as Trueview for action, which can generate conversion in the form of sales or leads. The display campaign focuses on using smart automation, creative assets, and audience best-practice targeting.
As the name suggests, the App Campaign focuses on delivering ads for applications in two formats: ISO & Android. There are three main objectives for a mobile app: User Growth, Engagement, and Brand Awareness. You can select the campaign goals during the creation process to help the system understand the outcome you wish to achieve from these ads.
In 2020, Google designed a new product similar to social media ads focusing on conversion only. It uses the function of a Display campaign to show your brand product and services across Google's display network and Gmail. Suppose your marketing objective is to generate leads or sales. I would recommend these options to you.
Shopping Ads ( Standard & Smart)
For businesses focusing only on driving online sales, Shopping ads would be a preferred option.
Shopping has both Standard shopping ads and Smart Shopping ads options designed for better-qualified leads. Most importantly, you would need a merchant center to help increase the quality of your leads by featuring product information directly in your ads to help users make informed purchase decisions.
Here are three benefits of having online shopping ads campaign:
Easy retail-centric campaign management: Instead of keywords, Shopping ads use the product attributes you defined in your Merchant Center data feed to show your ads in relevant searches. Browse your product inventory directly in Google Ads and create product groups for the items you want to bid on.
Broader presence: More than one of your Shopping ads can appear for a given user search, and, if relevant, a Shopping ad and a text ad can also coincide. You can reach end up reaching the users twice.
Powerful reporting and competitive data: See how your products perform at any detail level you want. For example, you can see how many clicks a particular high-heeled shoe brand got by filtering your product view—no new product groups are needed. Use benchmarking data to gain insights into your competitive landscape. Identify growth opportunities with impression share data and the Bid Simulator tool.
Shopping ads use your existing Merchant Center product data (not keywords) to decide how and where to show your ads. The product data you submit through Merchant Center contains details about the products you sell. We'll use these details when we match a user's search to your ads, making sure to show the most relevant products.
In our next series video, I will be talking about Local Campaigns for offline sales, Performance Max, and bid strategy. You can follow and Subscribe to us on Youtube to get the latest video tutorial.
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