Google AdWords

Your business appears in the top of search engine result page

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AdWords

The ever-growing popularity of Google AdWords

If you're getting started with AdWords, we're here for you. We’ll show you how AdWords works and the benefits of advertising with Google. We'll also walk you through setting up your very first campaign, and share some tips to help you get familiar with your account.
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So, what is Google AdWords? Setup and Basics

To give you the dictionary definition, Google AdWords is an online advertising service developed by Google to help marketers reach their customers instantly. When someone searches on Google for a particular term, say ‘travel packages’, Google would throw a list of searches for you. But if you look closely, you will notice that the top and the bottom results are generally ads.

  • Where your ads can appear
  • On Google Search and other search sites



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1
Google Search
Our digital marketing services are tailored to send targeted traffic to your website & mobile app to generate qualified leads and grow your business.
2
Complete Ad list
AdWords find all the ads whose keywords match with search query.
3
Auction
Google decides the ads based on quality score, bid, expected ad extensions & Ad format.
4
Results
Ads that win the auctions are displayed.

Type of ads in Google AdWords

Campaign Type of Google Adwords and Specialized Campaign Type of Google Adwords
Now, let us look at each of these ad types in detail.

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Search ads

We implement optimization techniques to raise your rankings in top search engines.

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Display ads

People see you often in search engines and recognize your business name.

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Shopping ads

We bring traffic to your website through strategies without using paid advertising.

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Video ads

We bring traffic to your website through strategies without using paid advertising.

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Universal app campaign

We bring traffic to your website through strategies without using paid advertising.



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Search ads information

Like my travel example earlier, when a user searches for something on Google, the list of ads that appear above the organic listing are called search ads.


Important factors in search ads
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Targeting

For instance, your ads will be shown in the geography that you choose.

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Search term and keyword

People see you often in search engines and recognize your business name.

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Ad copy relevance

Ads that appear for a specific search term should be relevant. A search for colleges should not throw results.

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Landing Page Experience

This is again controlled by relevance, landing page quality, and experience.

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Bids

If 2 advertisers have perfect ads and landing pages, the higher bid will get preference over the lower one.

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Quality Score

Quality score again depends on all of the other factors mentioned above. So, it's more like a cycle than everthing else. Everything is interrelated.

Search on differnent platform.

  • Call-only ads - This ad is available only on call enabled mobile devices. After clickung the ad, instead of taking you to a landing page, you make a call directly.
  • Dynamic ads - This ad is available only on call enabled mobile devices. After clickung the ad, instead of taking you to a landing page, you make a call directly. All these special ads are available on the search network. Except for call-only ads, others are available in diaplay and video campaigns as well. The concepts are the same, but the platforms are different.
  • 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 within the app.

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Below are the targeting criteria, based on which Google selects the websites to place the banner ads.

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Keywords

The ads are displayed based on the keywords that they are optimized for. Let’s say the keyword for the ad is “Social Media Marketing”, then Google would choose websites that have content on the topic.

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Placements

Placements are nothing but the websites on which you want your ad to appear. Just add the websites where you want to show the ads, instead of keywords.

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Remarketing

This helps you reconnect with your existing website visitors. Using this, you can target visitors who have come to your website but have not taken any action.

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Topic

There are specific topics in AdWords, under which all websites are grouped. It will be easier for the advertisers to choose topics related to the businesses. For example, websites related to travel will be listed under the topic ‘travel.’

Shopping ads Website

If you are a retailer, this campaign type would make more sense for you. This ad type boosts traffic to your website and helps in generating quality leads as well as increasing your conversions.
This is how shopping ads would appear on the search network.

  • Requirements for running shopping ads:
  • Setup an account with Google Merchant Center (It is a platform that helps retailers to upload all their product listings in a specific format).
  • Setup an account with Google AdWords & link them together.
  • Submit updated product data every 30 days to Google Merchant Center.

  • Note - All these special ads are available on the search network. Except for call-only ads, others are available in diaplay and video campaigns as well. The concepts are the same, but the platforms are different.
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Video ads

This ad type lets advertisers run video ads on YouTube and other Google Display Networks.

The 3 main benefits of running video ads are:
  • Better targeting - This ad type has demographic, location, interest, keyword and device targeting which helps you reach the right audience on YouTube and Google Display Network.
  • More reach - As of January 2017, YouTube is the 3rd most visited website and has 30 million visitors every day. Additionally, video ads are also available on Google Display Network. This means that you have access to a wider audience.
  • Measurable - Unlike advertising on TV, YouTube ads let you know all the necessary metrics like views, view rate, clicks, reach and frequency, engagement, performance etc. This helps you measure the success of video ads.
This campaign is helpful for businesses with a mobile app.

Universal app campaign

Here, the advertiser can promote the mobile app across search, PlayStore, Display & YouTube.

AdWords uses ad text ideas and other assets right from your app store listings. All you need to do is provide some text, a budget. and a starting bid. Also, don’t forget to set languages and locations for the ad.
By utilizing all this information, AdWords itself designs a variety of ads in different formats. Google will automatically test different ad combinations and display the one that performs the best.

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