Google Ads, previously called Google AdWords, is a bid-based online advertising platform that offers several ad formats including video ads, text-based search ads, banner ads, YouTube ads, and other display options. These advertisements are featured on Google search results and a huge network of Google partner sites.
How Google Ad Works?
Google Ads operates on a pay-per-action pricing model, most commonly as cost-per-click (CPC). This implies that advertisers only pay for user engagements with their advertisements, like clicks on it.
The main pricing models are:
- Cost-per-click (CPC): Advertisers pay when a user clicks on the ad.
- Cost-per-mile (CPM): Pay per 1000 impressions (views)
- Cost-per-engagement (CPE): Pay when a specific action is performed like signing up or watching a video.
What is Quality Score?
Quality score is a ranking measure (1-10) assigned by google to determine the relevance of the ad to the target keywords. Advertisements with better Quality Scores will probably show first and draw clicks even if one has lower bids.
Budgeting for Google Ads
Google Ads allows you to control your spending by setting:
- Daily Budgets for campaigns
- Maximum Bids for individual ads
Beginners should start with a daily budget and let Google improve their bids to achieve more. For example, with a Rs 100,000 budget, you can run a campaign for 30 days with a Rs 3300 daily budget or for 14 days at Rs 6600 per day.
Types of Google Ads
Google Ads has evolved over the years to offer a variety of ad types to meet different goals. Here’s an overview of the main formats:
1. Responsive Search Ads
These are text-based ads that appear on Google’s search result pages (SERPs). Responsive search ads let you make multiple headlines and descriptions, from which Google's artificial intelligen picks the optimal match to meet user intent.
Applicable: Always. Search ads are essential for any brand.
Specification :
- 3 to 15 headlines, 30 characters each.
- 2 to 4 descriptions with a maximum 90 characters each.
- Display URL with a simplified “path” option.
2. Performance Max Ads
Performance Max uses Google’s machine learning to optimize campaigns. This format brings together different ad types and assets to reach specific goals like boosting sales or generating leads.
Applicable:To complement search ads and when you have clear goals.
Specifications:Provide a mix of assets (graphics, videos, text) for best results.
3. Display Ads
Display ads show pictures or videos to catch people's attention across countless websites in Google's Display Network.
Applicable: If you have visual assets, such as graphics or videos, it's a great idea to try this.
Specifications:A variety of specific dimensions are available, including banners, square format ads, and more. To achieve the best results, create versions of your images in all Display ad sizes.
4. Discovery Ad
These ads appear on YouTube’s homepage, Gmail, and other high-traffic Google platforms. Target users based on their online behavior and interests.
Applicable: For scaling sales and retargeting existing customers.
Specifications: Multiple formats: text, graphics, and video. Requires Google tag installed on your website.
5. Shopping Ads
Designed for e-commerce. Shopping ads bring product details straight to search results and other platforms. These ads use product catalog to match user searches.
Applicable: For online retailers.
Specifications: Requires a structured product data feed.
6. App Ads
Such advertisements are designed to increase application downloads and engagement. They’re tailored for both iOS and Android apps and can include pre-registration campaigns for new launches.
Applicable: If you have a mobile app with significant installs.
7. Smart Campaigns
Smart campaigns rely on Google’s AI to automate bidding, targeting, and placements. They’re easy to set up and ideal for beginners.
Applicable: If you are new to Google Ads or want a hassle free approach.
Specifications: Components include headline, description, URL, and optional contact details.
Google Ads is a versatile advertising platform that caters to businesses of all sizes. By understanding its features, pricing models, and ad formats, you can create effective campaigns to reach your audience and achieve your goals. Whether you’re new to digital advertising or looking to refine your strategy, Google Ads offers the tools and flexibility you need to succeed.
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