Advertisements bring many benefits not only to individuals or companies using the Google advertising system, but also to those searching for specific products and services. The system allows you to present your offer on the Internet in an attractive form and increase brand recognition.
Below are some of the benefits of using Google Ads.
1. Different types of Google Ads advertising
Google Ads offers a range of options for displaying ads, giving you a better chance of reaching the right target group. The following ads are currently available in the panel:
Google search network campaign, so-called text advertising,
Google Display Network campaign, so-called display, graphic advertising,
a campaign in the Google shopping network, the so-called product ads,
video campaigns, so-called YouTube video ads,
application promotion campaigns,
local campaigns,
Discovery campaigns,
Performance Max campaign.
Attention!
Smart Local Campaigns (from August 2022) and Smart Product Campaigns (from September 2022) will be replaced by the Performance Max campaign”
Choosing the right type of advertising depends on the goal you want to achieve. We will choose a different type of campaign to promote products available in an online store, another to increase traffic in a brick-and-mortar store, and yet another if we want to increase awareness of our brand.
2. Control over your budget and ad serving
Google Ads campaigns are fully controlled by account administrators. They decide which phrases (so-called keywords) text ads should be displayed for, and which words we want to exclude from our campaign. In the Keyword Planner, we can see how often specific phrases are searched for. It also contains information about how much you have to pay for a click on an ad displayed for a given query.
It is very important that advertising content appears only to those who are looking for the products or services we offer. The ads are not intrusive and do not appear everywhere and every time, so they do not tire the recipients as much.
Google also gives you the option to limit where your display ads will appear. You can exclude not only YouTube channels, but also Google partner apps and sites.
It is also worth noting that text ads and product campaigns appear in Google search engine above organic results. This causes the searcher to see the ad first, and only then the organic search results. Interestingly, on mobile phones, ads are visible without the need to scroll, which increases the likelihood of a potential customer clicking on them.
The Google Ads specialist sets the budget they want to allocate to a given campaign. It can be a shared budget, meaning the entire amount will be divided — depending on the frequency of display and vnpay database relevance to queries — across all campaigns. It is also possible to adjust the budget to each campaign separately.
In addition, Google gives us the option to pay for a specific conversion, that is, for what the advertiser is most interested in. Currently, we can choose from the following types of bidding strategies:
CPC (cost per click) - cost per click on an advertisement;
eCPC (Enhanced CPC) - improved cost per click - here the algorithms decide on the amount per click and set it in such a way as to maximize the number of conversions;
CPM (cost per mile) - cost of 1000 video ad views;
CPV (cost per view) - cost per view of a video ad;
CPA (cost per action) - cost per conversion;
ROAS (return on ad spend) - target return on advertising expenditure - the system itself sets the maximum amount for a conversion to obtain the return on advertising expenditure we desire.
3. Extensions - better ad visibility and more information
Currently, Google ads can be enhanced with the following extensions:
links to subpages;
information;
explanations;
graphic;
telephone numbers;
form;
location;
associated location;
promotion;
applications;
prices.
These extensions make it possible for additional information to appear in ads encouraging a potential customer to click on that particular ad. You can provide a phone number, address, information about current promotions. Ads become even more attractive thanks to the information provided in extensions. That is why it is worth using them.
An additional advantage of extensions is that the ad in the Google search engine takes up more space and is more visible to potential customers.
Example of an ad without extensions
This is what the ad looks like without any extensions applied...
Example of an ad with extensions
...and this is what the ad looks like with extensions applied.
The downside is that Google decides which extensions, if any, will be displayed. If we want specific extensions to be displayed, we have to limit their number.
