What is Google AdWords? The Complete PPC Guide – AdWords

What is Google AdWords? The Complete PPC Guide – AdWords
December 31 08:16 2017 Print This Article

What is Google AdWords?

What is Google AdWords with PPC guide: When I was initially asked to run Google AdWords campaigns four years past, I had a similar question on my mind. It was my 1st job, and that I had joined for a task in marketing research. Google Ads was a concept that appeared fully new.



I know, now it’s everyplace – digital marketing is schooled as a course in MBA programs, there are multiple certification programs, many tutorials offered for self-starters, and other people are overall a lot of informed regarding it as an advertising choice, and as a lead generation channel. But, that wasn’t the case then.

Google AdWords…whaaaat

So, once I was asked to run these campaigns, I started doing a little reading to get started. That’s once I accomplished that I actually have already seen and interacted with these ads for an extended time, simply that I didn’t think about them as ads. Anyway, long story short, that’s how I started, and have currently run and experimented with all possible kinds of ads on Google AdWords.

And, my intent of scripting this guide is to assist uninformed beginners who are simply obtaining started with AdWords. Because believe me, even once you have got learned all the speculation that you simply probably can, you’ll still would like many rounds of testing various things to induce AdWords right – and even then, there’ll forever be room for improvement.

The ever-growing popularity of Google AdWords

Take a glance at the trend for the term “what is Google AdWords” since 2004. It’s endlessly full-grown and would still grow as a lot of and a lot of businesses keep coming back on-line.

What is Google AdWords? The Complete PPC Guide - AdWords

What is Google AdWords? The Complete PPC Guide – AdWords

So, what is Google AdWords?

To give you the definition, Google AdWords is an online advertising service developed by Google to assist marketers to reach their customers instantly.

When somebody searches on Google for a specific term, say ‘travel packages’, Google would throw a listing of searches for you. However, if you look closely, you’ll notice that the top and also the bottom results are usually ads.

But how did Google understand which ads to display?

Now that we’ve got that sorted, let’s discuss the kinds of ads you’ll be able to run using the Google AdWords platform.

Type of ads in Google AdWords

Now, let us look at every of those ad types in detail.

A) Search Ads – Google PPC Guide

Like my travel example earlier, once a user searches for one thing on Google, the list of ads that seem on top of the organic listing are known as search ads. For instance, once a user searches for “Kashmir vacation packages”, the search results will look something like this.

The ones marked “Ad” are ads and, the results below that are organic.

Google considers several factors before deciding that ad to show 1st, as well as the sequence of ads that follow. We’ll discuss these factors, their relative importance, the correlation between various factors etc. In a lot of detailed chapters later. But, let’s take a short examine them:

Important factors in search ads

Targeting – as an example, your ads are going to be shown within the earth science that you simply select. (You will go as specific as the zip code)

Search term and keyword – what’s being looked for by the user + the keyword that you simply optimize the ad for.

Ad copy connection – Ads that seem for a selected search term ought to be relevant. An exploration for faculties shouldn’t throw results for travel packages.

Landing page expertise – how relevant is that the landing page to what the searcher wanted? Did he get what he was trying for?

Conversion rate – this can be once more controlled by relevance, landing page quality, and skill.

Bids – If two advertisers have excellent ads and landing pages, the upper bid can get preference over the lower one.

Quality score: Quality score once more depends on all of the other factors mentioned on top of. So, it’s a lot of like a cycle than everything else. Everything is interrelated.

In addition to the quality search ads, you’ll be able to also run these special ads on the search network.
  1. Call-only ads – This ad is available only on call enabled mobile devices. When clicking the ad, rather than taking you to a landing page, you create a call directly.
  2. Dynamic ads– This ad kind is a lot of suitable for businesses who have a well-managed web site. This can be as a result of the content of the ad as well as the landing pages is taken dynamically from the web. They’re very the same as text ads, except that no keywords are concerned here. As an example: a coaching institute is running dynamic search ads. A user searches for “java courses”. Google displays a listing of ads. However dynamic ads would automatically replace the ad headline with “java course” (the search query) and also the ad text with the relevant web content and landing page”.
  3. Mobile app promotion- These ads are suitable for businesses with mobile applications. The goal of this ad is to encourage users to download your app or take a desired action among the app.

Note: of these special ads are offered on the search network. Apart from call-only ads, others are offered in show and video campaigns in addition. The ideas are similar, however, the platforms are completely different.

The ‘Business in Motion’ example:

Let me emphasize my purpose with an example from ThinkWithGoogle.

A Dubai-based consultancy known as ‘Businessinmotion’ started running search ads to drive traffic to their web and to get a lot of leads.

As you’ll see, search ads, once targeted and run properly will prove very profitable for your business, rather like for business in motion.

B) Display Ads – Google PPC Guide

Have you ever noticed them? while you’re reading a post or viewing a video on some random site, you see ads in a lot of various places on the page, and in several dimensions. These are display ads.

Here the searcher isn’t expressly searching for what’s ad offers. But, supported a number of things like keywords, audience interest, managed placements etc, Google decides to indicate them to you. These show ads only seem on advertising-supported websites.

Suggested Reading: Google AdWords SEM (Search Engine Marketing ) Role in Digital Marketing

Below are the targeting criteria, supported that Google selects the websites to put the banner ads.

  1. Keywords – The ads are displayed supported the keywords that they’re optimized for. Let’s say the keyword for the ad is “Social Media Marketing”, then Google would select websites that have content on the subject.
  2. Placements – Placements are nothing, however, the websites on that you wish your ad to look. Simply add the websites wherever you wish to show the ads, rather than keywords. For instance, if you wish to show your ads only on travel connected websites, then search for advertising-supported travel sites and add them to your targeting.
  3. Remarketing – This helps you reconnect along with your existing web site visitors. Using this, you’ll be able to target visitors who have come back to your site, however, haven’t taken any action.
  4. Topic – There are specific topics in AdWords; below that all websites are sorted. It’ll be easier for the advertisers to decide on topics associated with the businesses. For example, websites associated with travel are going to be listed under the subject ‘travel.’

C) Shopping Ads

If you’re a distributor, this campaign kind would build a lot of sense for you. This ad kind boosts traffic to your web and helps in generating quality leads also as increasing your conversions.

What is Google AdWords? The Complete PPC Guide - AdWords

What is Google AdWords? The Complete PPC Guide

This is how shopping ads would seem on the search network.

Google shopping Ads – what’s Google AdWords

Requirements for running shopping ads:
  • Setup an account with Google businessperson Center (It may be a platform that helps retailers to transfer all their product listings in a very specific format).
  • Setup an account with Google AdWords & link them along.
  • Submit updated product information every thirty days to Google businessperson Center.

Since each the tools are connected along, shopping ads take all the merchandise details from Google businessperson Center; matches the search query and displays relevant ads to the user.

D) Video Ads

This ad kind lets advertisers run video ads on YouTube and different Google Display Networks.

The 3 main advantages of running video ads are:

  1. Better targeting – This ad kind has demographic, location, interest, keyword and device targeting that helps you reach the proper audience on YouTube and Google Display Network.
  2. More reach – As of Jan 2017, YouTube is that the third most visited web and has thirty million visitors each day. In addition, video ads are offered on Google Display Network. This suggests that you simply have access to a wider audience.
  3. Measurable – not like advertising on TV, YouTube ads allow you to understand all the mandatory metrics like views, view rate, clicks, reach and frequency, engagement, performance etc. This helps you measure the success of video ads.

Example: video ad from Grammarly

What is Google AdWords? The Complete PPC Guide: Video Ad

The Almarai Example:

In order to know the importance of running video ads on YouTube; let me cite an example from Almarai who is into the dairy farming business.

Source: TheThinkGoogle

E) Universal app campaign

This campaign is useful for businesses with a mobile app. Here, the advertiser will promote the mobile app across search, PlayStore, display & YouTube. AdWords uses ad text concepts and different assets right from your app store listings. All you wish to do is give some text, a budget, and a beginning bid. Also, don’t forget to set languages and locations for the ad.

By utilizing all this data, AdWords itself styles a variety of ads in several formats. Google will automatically take a look at completely different admixtures and display the one that performs the best.

Complete PPC Guide - What is Google AdWords

Complete PPC Guide – What is Google AdWords – Image Source – Google

A financial institution, the KCB group, used Universal App Campaign to extend awareness regarding KCB mobile banking app.

What is Google AdWords? The Complete PPC Guide - AdWords

What is Google AdWords? The Complete PPC Guide AdWords – Source: ThinkWithGoogle

Conclusion: So, currently you recognize what Google AdWords is, and also the kinds of ads that are offered for you to run. My next chapter will provide you with solid reasons, to begin with; Google ads at once and to boost your ROI using them.




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Technology Click (Mrs. Anjum)
Technology Click (Mrs. Anjum)

Tech Click, established in 2017, is a mainstream tech and how-to site where you’ll discover programming surveys, how-to aides and video instructional exercises. Also, we routinely find fascinating things online that you never knew existed – like this rundown of helpful sites. Our chronicles incorporate a gathering of more than 100 articles.

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