No minimum investment, pay only for results, scale and scalability, perfect place-perfect time, built-in ROI tracking, fast feedback, precise targeting. The plethora of benefits from Google advertising platforms is known to most. Google is so effective because it was one of the first newcomers, thus establishing many of the standards for the digital advertising industry.
Here are the 5 main ways to advertise on Google.
- 1. Google Search Network
This is a group of search-related websites and apps where your ads appear next to the organic search results only. This method is used to reach the customers interested in your product or service with text ads designed with keywords. Searches may be branded or unbranded, generic or niche. They may appear on Google Play, Google Shopping, Google Images, and Google Maps, including the app.
- 2. Google Display Network
This network is designed to help you reach prospects while they are surfing their favorite websites, i.e. Youtube videos, checking mail on Gmail, other mobile devices and apps. The type of ad formats here are more appealing, using image and motion to engage prospect interest. They often do not substitute the search network, but are used in conjunction with it. The different types of ads here include responsive display, engagement, uploaded image and gmail though managed placement or contextual for increased, more granular targeting.
- 3. Google Youtube Network
It enables you to show video ads on their own or within other streaming videos on YouTube and the Google Display network. This can be a very effective communication medium in view of the ever-increasing percentages of user time spent on video content—users are currently investing well over 1 billion hours on Youtube worldwide. It also means that the range of video campaigns and ad formats is greater: in-stream, video discovery, non-skippable in-stream, outstream, and bumper ads.
- 4. Google Shopping Network
This type of advertising is preferred by firms who sell products rather than services. They tend to be much more effective as the user gets a couple price tag for the product on offer to the prospective customer. Set-up is a quite straight forward 2-step affair: setting up a Google Merchant Center and then supplying Google with your product data, not keywords. Your ads will appear on the search engine’s Shopping Tab, on Google Search next to the organic results, on Partner websites, and on the Google Display Network.
- 5. Universal Apps
App campaigns streamline the advertising process for you, promoting your apps and driving app installs across Google Search, Google Play, YouTube, Discover, and the Google Display Network. You start by providing text and images, starting bid and budget, and languages and locations. That’s all. Google will do the rest, using your ad text ideas and app store asset to design differing ads with several formats and network reach, and automating targeting and bidding.
There are other tools and approaches worth taking a look at, namely:
- Remarketing to prospects who previously used your website
- Using scalability to enact local campaigns
- Tying your ad campaign to your CRM for customer match messaging and increased targeting
- Similar audience campaigns, directing your marketing message to users with similar tastes, interests or features
- Dynamic search ads, using search keywords automatically generated by Google
- Budgeting, for example deciding between always-on or testing campaigns
- Competitor search, applying reverse marketing to communicate with those users who are looking for your competing brands directly, or indirectly, through their branded keywords
- Retargeting, which allows you to reach interested visitors off-line as well and attempts to turn first-time visitors into return visitors and buyers
Discuss