Google Ad words is Google’s sponsored links application. This service is responsible for most of the income of this web giant. Discover how this wonderful tool works and how it can help you powerfully leverage your business results.
Google Ads is Google’s advertising platform. It is through this service that sponsored links are displayed to users when someone performs a search for a specific keyword. Understanding its operation and its advantages is a competitive advantage for companies to attract more customers.
What company doesn’t want to impact more customers every day? Deliver the right solution to the right customer at the right time?
One of the main resources for success on the internet is sponsored links. After all, they impact who actually makes good business sense.
Through Google Ads, generating revenue through assertive lead capture is possible.
However, there are still many questions about how this strategy works in practice. What are the best practices to do “less with more”.
In other words: how to generate lots of leads without paying so much for them?
In this article, we will cover not only the concept of Google Ads. We’ll go further and talk about how to use it.
We will mention the advantages and the importance this has for the marketing sector of any organization.
Stay with us.
What is Google Ads?
Previously known as Google Adwords – until 2018, in fact –, Google Ads is Google’s online advertising platform.
The proposal is simple: and show a really relevant ad. And, of course, deliver exactly what people are looking for.
This happens at the exact moment that any keyword that has to do with the business is typed.
Every person who types and does a search has some intention behind it, right?
It is at this time that she makes clear what she is wanting.
Of course it’s not just that. There are several possible ad formats via Google Ads.
They can be displayed on video, banner and appear in special areas. Sites that are Google partners give them visibility.
This large group of partners, by the way, are part of the Display Network. And YouTube is included.
The video platform, by the way, is the second largest search engine in the world. Then the importance of putting your inbound marketing strategies to work grows.
In addition to creating written content, you need to focus on good videos with the keywords that matter. Thus, your company will be able to be assertive there in its customer acquisition.
How does Google Ads work? See the types of ads!
The possibilities are many for those who want to advertise through Google Adwords. And it’s up to the user to choose the one that best suits their needs.
The aim will always be the same: to attract the persona of your business into your company.
So, welcome to the world of possibilities that the American company opens up.
Below, we’ve separated the types of ads you can use.
This type of campaign is useful for anyone who wants to be found through Google searches.
Your goal is to receive ad clicks, or conversions. “Conversion” can be defined by the advertiser as follows. Let’s say you want users to fill out forms on your website.
For example, for this you determine that a conversion will be filling out a form. Or any other action you want users to take within your site.
So if people search for your services on Google, invest in this type of campaign.
So let’s say you own a restaurant in São Paulo. You can create ads that will show when people search for keywords such as:
- “to have lunch in São Paulo”;
- “à la carte restaurant”.
All people who are researching from the city of São Paulo will be impacted.
Google knows where searches are being done based on the IP address. From there, it shows the ads just for them.
Google Ads search results are displayed in a different location than organic Google search results.
The ranking of a page in organic search does not influence the ranking of a sponsored link, and vice versa.
In addition, search network ads can also be extended to search partners.
In this, we can mention sites like Terra, Globo.com, etc. They have the Google search engine within their own website.
However, displaying results on search partners is optional.
In this type of campaign, you pay for each click you receive on your ads.
This type of campaign doesn’t work with text ads, but with image ads. These are the famous banners, which are only displayed on Display Network partners.
Perhaps you’ve noticed that, right after you search for a product on Google, most of the websites you visit, ads start to appear for products similar to the ones you searched for.
To them, these banners, we call Display Network ads.
However, despite being widely used to drive conversions, ads on the Display Network are not always intended for that purpose.
This type of campaign is also widely used for branding (branding).
In it, the intention of the campaign is the visualization of advertising pieces by the user so that they know the brand.
In this case, the objective of the campaign is just the visualization (not the click). Therefore, the cost is calculated using the CPM (Cost Per Thousand Impressions).
Ah, printing is nothing more than the display of the banner. So you pay the cost every thousand times your ad is displayed.
The world’s second largest search engine, YouTube is accessed daily by hundreds of thousands of people.
They literally look for everything: entertainment, tips, news, tutorials, educational content – and everything else you can think of.
So, because you belong to Google, we can’t leave you out of the AdWords Display Network.
Every day, hundreds of thousands of people access YouTube and watch over six billion hours of videos. They are people looking for entertainment, information, tips and solutions to problems.
No wonder YouTube has become the second largest online search engine, second only to Google itself.
YouTube belongs to Google. For this reason (and the absurd number of visits), I wouldn’t be left out of the AdWords Display Network.
There are many possibilities for creating ads within the video platform.
You can also define when and where an ad – video, of course – will appear. And also determine the audience formed. This, of course, with people who have the ideal customer profile (ICP) of your business.
For those who have an ecommerce and want to advertise the vast catalog of products, Google Shopping is an alternative.
Promoting the products and bringing traffic to the site, generating more leads or attracting people to the physical store are possible actions.
If you want to advertise on Google Shopping, you need to submit your product data to Google Merchant Center.
This is done using a data feed. Usually an .xml file containing product information, images as well as prices and conditions.
This helps Google use information from the feed and relate it to what people are looking for,
With this information, Adwords will be able to dynamically create ads. These will be displayed across the Search Network and across the Display Network.
It’s quite different from traditional Google Ads ads. That’s because people will have an almost complete picture of the product being sold before they make a click.
Product photo, title, price, store name… in short, everything that is relevant to the user is delivered right away – and this helps in making the purchase decision.
Campaigns for mobile apps
If your company is or has an app, Google Adwords opens doors. It provides ways for it to be downloaded or interacted with through campaigns for mobile apps.
And then, it can appear on Search Networks (in the site’s search engine and on Google Play), Display Networks or YouTube, for example.
What are the advantages of using Google Ads?
The advantages of using Google AdWords are many. This tool offers many measurement options.
It goes far beyond offering a broad, intelligent platform capable of suggesting campaign modifications and providing optimization ideas for your ads.
On top of that, there is the “Opportunities” field that gives suggestions for improvements to your campaign.
In its fully customizable platform you can display the most relevant data and metrics that will tell you if your results are satisfactory or not.
Here are some of the advantages:
you create the ads
Google Ads Search Network sponsored ads have a standard format. Always with title, ad text and display URL.
In these fields, with the exception of the URL, you can display your offers and “sell your fish”.
In addition, it is still possible to create sitelinks extensions, which direct the click directly to a specific page on your website. See an example:
You decide where and when the ads will be displayed
Target ads by location through campaign settings.
This is because there is the possibility of choosing countries, states and cities and also delimiting a range from each city – , the language used in Google.
For example, if you only want to advertise to French people who are in Brazil, in this case I select the Google interface language as “French” and choose the location “Brazil”.
It is also possible to select the days and times of ad display.
You choose the keywords
Keywords are the terms that will trigger ads when the user types similar or related terms into the search engine.
That is, if you set one of your ad keywords to be “restaurant”, when users type this into Google, your most relevant ad for that search will be triggered.
You direct the links to the page you want
When creating an ad, you can point the sponsored link to any page on your website, whether it’s a specific product page, content about your company’s area of expertise.
It’s a good idea to sync the keyword with the link’s landing page as this improves ad placement.
In this way, it is possible to focus on more specific objectives, or on the company’s area of activity in general.
Another great advantage of sponsored links is that you can do everything in real-time, you can create, modify, delete ads in a matter of seconds, very different from newspaper or television ads.
Variety of data to be measured
This is, without a doubt, the icing on the cake.
The metrics offered by Google AdWords are varied, making it possible to measure almost any type of data that is relevant to the campaign, facilitating the improvement and optimization of investment in ads.
Fully customizable platform
Due to the wide variety of data offered by Google Ads, it is not ideal and not possible for you to view all of them, for you can configure your “desktop” in the way you think is most efficient, displaying only the data that is relevant to the structuring of campaigns.
You choose how much you want to spend
Google’s main objective is to offer the best possible experience to internet users, with this in mind the company created an auction system that defines how much you will pay to display your ads.
The following items are evaluated:
- Landing page experience: This includes loading speed, visual quality and page usability;
- Ad relevance: How closely your landing page matches the subject matter of the ads you’ve created; and
- Expected click-through rate (Google can estimate how many clicks your ad will receive)
These items make up the Quality Score. The amount that the advertiser pays is the result of the following calculation: Quality Score x Auction.
This means that the better the quality of your ads and your webpage, the less you’ll need to pay to rank high on Google searches.
Furthermore, it is possible to limit a daily budget. When you limit a daily budget, Google will show your ads interspersed, causing your ad to show throughout the day.
Adwords campaigns are one of the most efficient tools for generating marketing and sales leads.
Whether for e-commerce, local business or service provision, this tool always generates excellent results.
Did you understand?
With Google Ads, you only pay when someone clicks your ad and is directed to your website, not when your ad is displayed. In other words, you pay when advertising works.
You can invest as much as you like, as there is no pre-set minimum budget. Start by choosing a daily budget that you are comfortable with and that you can change at any time.
Recap: Simple step-by-step Google Ads
Always associate advertising with what your customer is looking for:
When someone types a keyword into Google, the Google Ads commercial ad with the connection to the advertiser’s website appears next to the search results.
1 – People search on Google
People use keywords (or search terms) to search for specific products and services.
2 – They see your ad
If the keywords you’ve chosen match what people are searching for, your ad will appear alongside or above Google search results.
3 – You get more customers!
When people click on your ad, they will go to your website to find out more information or make purchases.
So, you bring more leads to manage on your marketing automation platform, nurture them with good content that your team makes.
As it evolves in its buying journey, it will be ready to pass into the hands of the pre-sales team.
This, in turn, will qualify that prospect. Know the degree of knowledge and interest he has in the product, thus making him ready to buy.
So, how can we help you?
Enjoy and read two articles that will help you attract more people to your brand.
The first talks about the importance of having excellence in customer service.
The second covers some valuable marketing tips for all companies.