Google Ads is an online advertising service developed by Google whereby advertisers pay to display advertisements. Here, you can choose where your advertisements are shown, track how effective they are and decide how to allocate your ad budget.
Google Ads Search Network
Ads can appear above or below search results in a Google Search. Likewise, they can appear above, beside, or below search results on Google Play, Google Shopping, or Google Maps, including the Maps app.
Ads with a high rating are shown above the search results at the top of the first page. Placement depends on five factors: Your bid, the quality of your ad and landing page, the Ad Rank thresholds, the context the search query, the expected impact from your ad extensions, and the format of competing ads. The higher your rating, the higher the position of your ad. There are up to four positions above search results and up to three beneath them.
Advertising on Display Network Partner Sites (GDN)
The Google Display Network is a group of partner sites that display Google Ads. The Display Network includes YouTube, Blogger, and Gmail, among others.
With the help of GDN, you can attract new customers, and appeal to your audience at multiple stages of the purchasing cycle. For example, if a potential customer wants to learn photography and reads several articles to gain a better understanding the craft, your camera advertisements on one of GDN sites might catch their eye. Perhaps the customer will be drawn to the content and explore your offer.
On the Display Network, you can choose specific sites, pages on which to display advertisements and even audiences whom you would like to target.
You can use myriad ad formats: text, image, multimedia, and video to name a few as well as many others.
If you show ads on partner pages, it will help expand your reach, and make a stronger impression on potential customers thus increasing sales and raising brand awareness.
Remarketing In Google Ads
You can also advertise products and services to those users who have already visited your site. This is called remarketing. For example, if a user visited your site but did not make a purchase, you can show them ads on other websites, mobile apps, or the Google search page. Thus, remarketing allows you to re-address the audience with which you have already interacted, and remind them of your product.
You can set up a remarketing campaign only on the Display Network.
Advantages of Google Ads
- Google helps you display ads to users who are already searching for similar products or services on the Google search network, or view sites related to your business area. Additionally, ads can be shown on Google as well as its affiliate sites.
- You choose where to show the ad: Whether on a specific site, or in a particular country, city, and even street.
- You control the budget. Don’t pay for ad impressions, but clicks. This means that payment is only required when a user clicks on your ad. Google Ads also offers bidding options.
- You can analyze the effectiveness of an advertising campaign using reports to understand where new customers are coming from, who they are, and what led them to your site. In the Google Ads interface, you will find tools that help to improve your ads and increase the number of customers.
If you advertise via Google search and display networks using remarketing you can effectively increase the coverage of your target audience and strengthen the likelihood of a target action. Choose the most profitable ads and filter out the failed ones. To analyze the effectiveness of your advertising use analytics systems like Google Analytics.