The best search engine online is Google. With Google Ads, you can get the power of paid search to help drive more traffic to your website. Google AdWords: what is it? With so many options, there can be a lot of confusion among marketers who are new to paid search. These tools also provide the average cost of each word and its level of popularity. By entering your list of keywords into the tool, you will be able to generate more ideas about the keyword. A keyword list should also be available in the Google Ads interface to assist you. Moreover, they decide to use general specialized keywords with a global move.

How does Google AdWords work? If the keywords have a higher level of competition, each landing page should rank higher for the use of this average cost. However, you can use the traffic estimator tool to determine the optimal budget for your ad campaign. In addition, it ensures data with a maximum cost per click and daily budget. This will depend on your company’s budget, but this tool will help you determine the optimal cost per click and budget for the number of impressions.

Type of ads in Google AdWords

 1. Search ads

When a user searches for something on Google, the ads that appear above the organic listing are called search ads.  

The ones marked “Ad” are advertisements.  Below are the organic results.

Before deciding which ad to display first, as well as the sequence of ads that follow, Google considers many factors. We’ll discuss all these factors in a more detailed chapter later, as well as their relative importance and correlation. Here are a few of them:

The most important factors in search ads

1. Targeting – Your ads will appear in the geography you select (down to the ZIP code)
2. Search term and keyword – What the user searches for + the keyword you optimize the ad for.
3. Relevance of ad copy – Ads appearing for a specific search term should be relevant. Travel packages should not appear in a search for colleges.
4. Experiential landing page – How relevant is the landing page to the searcher’s needs? What did he get?
5. conversion rate – The conversion rate depends on relevance, quality of the landing page, and experience.
6. Bids – In the case of two advertisers who have the same perfect ads and landing pages, the higher bid will get priority over the lower bid.
7. Quality score: Quality score depends on all of the other factors discussed above. The cycle is more like everything else than anything else. We are all interconnected.

The search network also allows you to run these special ads in addition to the standard search ads. 

1. Call-only ads – This ad can only be viewed on mobile devices that support calls. After clicking the ad, instead of taking you to a landing page, you make a call directly.
2. Dynamic ads – These ads are suitable for businesses with well-managed websites. The ad and landing pages are dynamically generated based on the website’s content. Similar to text ads, but without keywords. Dynamic search ads are used by a training institute, for instance. The user searches for “java courses”. Ads are displayed by Google Adwords. However, dynamic ads would automatically replace the headline with “java course” (the search query) and the ad text with the relevant website content and landing page.
3. App promotion- These ads are suitable for businesses that have mobile apps. You want users to download your app or take a desired action within it with this ad.

The search network offers all of these special ads. Other than call-only ads, others are available in display and video campaigns as well. Platforms differ, but concepts remain the same.

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2. Display ads

Did you ever notice them? Whenever you read a post or watch a video on some random website, you see advertisements in different places and different sizes. Display ads are the ones you see here.

Here, the searcher is not specifically looking for what the ad offers. However, Google Adwords decides which ads to show you based on factors such as keywords, audience interest, and managed placements. Only advertising-supported websites display these display ads.

Google selects websites to place banner ads based on the following targeting criteria.

1. Keywords – Ads are displayed according to the keywords they are optimized for. If the keyword for the ad is “Social Media Marketing”, then Google would choose websites that contain content related to the topic.
2. Placements – Placements are the websites where you want your ad to appear. Instead of keywords, add the websites where you want the ads to appear. Add advertising-supported travel websites to your targeting if you want to show your ads only on travel-related websites.
3. Remarketing – This allows you to reach out to existing website visitors. You can use this to target visitors who came to your website but did not take any action.
4. Topic – A topic is a category under which all websites are sorted in Google Adwords. Advertising topics related to businesses will be easier to select for advertisers. Travel-related websites, for example, will appear under the topic ‘travel’.

3. Shopping ads

You should use this campaign type if you are a retailer. By using this ad type, you will boost traffic to your website, generate quality leads, and increase conversions.

The search network would display shopping ads like this.

1. Create an account with Google Merchant Center (it’s a platform that helps retailers upload their product listings).
2. Connect your Google Adwords account with your Google AdWords account.
3. Upload updated product data to Google Merchant Center every 30 days.

Because both tools are linked together, shopping ads take all product information from Google Merchant Center, match the search query, and display relevant ads.

4. Video ads

Advertisers can run video ads on YouTube and other Google Display Network sites.

Video ads offer three main benefits:

1. Better targeting – Video ads can be targeted by demographics, location, interests, keywords, and devices on YouTube and the Google Display Network.
2. More reach – YouTube has 30 million daily visitors, making it the third most visited website as of January 2017. Google Display Network also offers video ads. As a result, you can reach a wider audience.
3. Measurable – YouTube ads let you know all the necessary metrics, such as views, view rate, clicks, reach and frequency, engagement, performance, etc. These metrics help you measure the success of your video ads.

5. Universal app campaign

Businesses with mobile apps will benefit from this campaign. Advertisers can promote their mobile apps across search, PlayStore, Display, and YouTube here. Your app store listings provide Google Adwords with ad text ideas and other assets. All you need to do is provide some text and a budget. As well as a starting bid. Make sure you set languages and locations for the ad as well.

All of this information is utilized by Google Adwords itself to design different types of ads. A variety of ad combinations will be tested by Google and the most effective one will be displayed. 

KCB group used the Universal App Campaign to increase awareness about its mobile banking app.

Conclusion:

Please accept our sincere thanks for taking the time to read our blog. Share your Google Adwords and its types in the comments below. This 3-month online comprehensive digital marketing course will help you get into the field.