What is Google Ads?
Google Ads is a search engine marketing platform provided by Google. By bidding for placements, Google Ads is a common platform for marketers to gain more exposure. The three major Google Ads campaigns are search campaigns, display campaigns and shopping campaigns.
Google Search Campaign
Google Search Campaign display text advertisements when users search for relevant keywords. Carefully written text advertisements can match the search intent of the searchers to increase exposure and traffic. Search ads can also be displayed on Google Search Network for additional exposure. Advertisements on Google Search Network are created by artificial intelligence to be displayed to interested audiences.
Google Display Campaign
Google Display Campaign is more similar to typical advertisements. By bidding for placement, images and motion advertisements can be displayed on Google Display Network Partner Websites. Google Display Campaigns are displayed by selecting a targeted audience. When the targeted audiences visit a Google Partner Website, display ads can be shown to these audiences.
Google Display Ads also supports remarketing that targets 70% of consumers who leave a website without finishing the conversion.
Google Shopping Campaign
Google Shopping Campaign is suitable for e-commerce businesses. Through users searching for relevant keywords or browsing Google Partner Websites, shopping ads display product image, name, price, shipping fee, and discount information to attract clicks and traffic. The shopping campaign also supports remarketing to attract customers who left the website without conversion.
Advertisement on Google Map
Advertisement on Google Map is created through Google Smart Campaign. When users are searching for a relevant business on Google Maps, advertisements from Google Smart Campaign will be displayed to suggest your business to the searchers. Although Google Smart Campaign allows advertising on Google Maps, the campaign does not offer as much control as other Google ads campaigns. The lack of control does not help with advanced ads management and bidding optimization.
Google Ads Quality Score
Google Ads do not only take bidding price as the determining factor. The text content, estimated click-through rate, and quality of landing pages are also included as factors to determine ad quality. The multi-factor ad quality determination helps to reduce monopoly by big brands and offer more opportunities for small-to-medium businesses to display their advertisements.
Google Ads Bidding
Google Ads takes the bidding strategy as one of the factors in determining ad display. The three bidding strategies are pay per click, pay per impression and pay per conversion.
Pay Per Click
Also known as cost per click, it meant that you are charged every time the advertisement is clicked on. This payment model is considered revolutionary when Google Ads (formerly Google Adwords) was first announced. Pay per click ensures user engagement with the advertisements. Compared to traditional advertising methods, this method allows marketers to see the actual performance of the advertisements, rather than an estimation.
Pay Per Impression
Known as cost per impression, it meant that you are charged every time the advertisement is viewed. Unlike advertisement placement in newspapers, magazines, and radios, the cost is only accumulated when users stayed on at least half of the advertisement for 5 seconds or longer. It helps to increase the possibility that users have read the content of the advertisements. It also allows marketers to track the view-through rate, click-through rate, and conversion rate of the advertisements. These real-time metrics help marketers to review advertising performance instantly and optimize the advertisements accordingly.
Pay Per Conversion
Known as cost per acquisition, you are charged for the selected actions that the users perform after seeing the advertisement. The actions can include clicks, add to basket, check-out, and successful conversions. However, it is important not to confuse cost per acquisition with cost per conversion. While “cost per conversion” calculates the cost for actual conversions (i.e. a sales), “cost per acquisition” counts all valuable or selected customer actions as an acquisition. Therefore, “cost per conversion” is not accurate for businesses that cannot convert directly online. Also, due to the barrier between online and offline activities, “cost per acquisition” does not track offline conversions. Therefore, the actual cost per acquisition may be lowered when offline conversions are included.
The other factors of ad quality score are ad content quality, estimated click-through rate, landing page loading speed, landing page user experience, and more. These aspects will be measured by Google Ads for a final ad quality score. The weighting of these non-monetary aspects is generally greater than the ad bidding strategy to enhance the competitiveness of small-to-medium businesses.
Ad Content Quality
The content of your advertisement is judgemental for the viewers to determine if they should click the advertisement or not. The content of an advertisement is crucial to the click-through rate. Before writing the advertisement, it is important to understand the need of your customers and match your copywriting to their needs. A few suggestions for optimizing ad copywriting include the advantages of your product, the placement of your advertisement, the time of seeing advertisements and a call-to-action.
Estimated Click-Through Rate
The click-through rate of advertisements is estimated by historical data and the performance of the advertisements. Other than the content of the advertisement, historic click-through rate, monthly search volume, and the average click-through rate of the keywords are referenced to estimate the click-through rate of the advertisement and determine if the ads should be displayed.
Quality of the landing page
One similarity between Google Ads and search engine optimization is that they both consider the quality of the landing page to determine if this page should be recommended to the users. Some of the major factors include page loading speed, average session length, and bounce rate. These help to understand if the searchers find the page relevant to their search intent and should Google continue to recommend this page to more searchers.
Other than the headlines and description, Google Ads allows marketers to add additional content to the advertisement. In the age of content marketing, more available content can lead to a better click-through rate. Ad extensions can add information, such as main selling points, product and service price, and promotional information, to attract more clicks.