What is Google Ads in Digital Marketing ?

 

Google Ads which is previously known as Google AdWords is an online advertising structure by which we advertise our products or services on Google's web platforms. Google ads includes networks like search engines, partner websites, and YouTube.

Google ads help businesses to improve online presence and visibility across google-owned sites. There are some widely used types of Google Ads which is Search ad, which is a text based ad appearing on search engine results page SERP which ensures relevance to the advertiser’s products and services but brands also use google ads to showcase display ads, shopping ads, YouTube ads, and more.

 Google search ads

Search ads are text based ads which appear on search engine results page SERP when users need to purchase or get information regarding something, they search for specific keywords or phrases. Search ads are generally shown above or alongside of the organic search results, they are designed in a specific way to attract potential users who are actively searching for information, products, and services.

"How Search Ads Work: A Step-by-Step Breakdown"

1. Platform: The widely used platform for search ads ase Google Ads( previously known as Google AdWords), but as there are also other popular search engines like Yahoo, Binge, Baidu have their specific advertising networks.

2. Keywords: Advertisers use keywords that are relevant according to their ads to appear for when a user types those specific keywords into search engines. For example, if a seller sells watches, they might target “buy watches online” or “best wrist watches”.

3. Auction System: when a user makes a query or search, then the search engine conducts an auction to identify which ads are good to appear based on the keywords the user searched for. In the auction system, advertisers bid on certain keywords, and pay the price they are willing to pay. The whole process comes under pay per click (CPC) and can greatly influence the app appearance and position.On the other hand, there are also other factors which influence the ad.

4. Ad Format: In search ads, there is generally a headline, a description, and to a specific landing page or advertiser’s webpage. The ad text is meant to stand out inorder to get clicks or sign ups or purchase.

5. Targeting: Advertisers can target users by specific locations, time and even on the bases of audience interests. Targeting these steps helps advertisers to reach the right audience at the right time.

6. Payment  model: PPC strategy often followed by search ads as advertisers only have to pay whenever a user clicks on their ad. There are also other pricing models advertisers use like cost-per-impression (CPM) or cost-per-acquisition (CPA).

7. Performance Tracking: In performance tracking, advertisers have an option to track the performances of their search ads by using certain metrics like click-through rate (CTR), conversion rate, cost per conversion, and return on ad spend (ROAS). The overall strategy helps advertisers to optimize their ads and improve results.

In general, search ads are highly crucial as well as effective for advertisers, as they appear whenever users are seeking information, and it makes them more likely to interact and convert.

Google Display Ads

Display ads are image based ads that usually show on websites, apps, or social media generally in the forms of visuals like images, banners, or other components. Display ads are typically designed to gain attention and influence users in order to get clicks to a website.

"How Display Ads Work: A Step-by-Step Breakdown"

1. Ad format: Display Google ads can generally appear as:

       

          Interstitial ads (ads appear in full screen between content)

          Rich media ads (ads with components like sound or animation)

2. Placement: These are generally visible on websites or apps through networks like Google Display Network, Facebook Ads, or third-party platforms. Advertisers have the option to choose specific sites or audience targeting based on certain factors like age, interest, and demographics.

3. Purpose: Display ads are generally used for creating brand awareness and boosting site visits. As Display ads typically depend on visuals and users see these ads as they explore different sites, they are incredible for creating awareness.

Overall, Display ads are a crucial aspect in online marketing, offering a variety of ways to engage to get a broader reach.