Google AdWords is an online advertising program offered by Google which permits advertising through Google’s search engine. The program was presented in the year 2000, and it has turned into the main source of income for this company.
Extraordinarily designed to decide the significance of search query in connection to the possible ad, this program puts the ads on the search result page. The promotion can be put at the best or at the base of the page, just as on the correct side of the search result page. The requesting of the paid ads is dictated by AdWords program, based on the pertinence, keywords matching just as based on the financial budget of the campaign.
Pay Per Click
Google AdWords allows pay per click (PPC) advertising, i.e. cost per click (CPC), as well as cost per thousand impressions, also called cost per mile (CPM). Google AdWords program also offers site-targeted advertising, which includes text, banners and rich-media ads, and remarketing.
The great potential of Google AdWords program is that you can reach a large number of online users, due to the large number of searches conducted on Google every day. However, the program itself offers several possibilities for advertising, which are suitable for different types of campaigns, which is why you should understand how Google advertising works before you are ready to create a campaign and run ads.
Google Search, Google Partners and Google Display Network
Apart from the ads showed in the search results, the AdWords program offers advertising with Google Search Partners and Google Display Networks, which will enable you to expand the reach of your ads. Along these lines, you amplify the chances of reaching clients by exploiting distinctive platforms that are accessible as a part of Google AdWords.
Picking the network where you will run your ads depends on both your business and the sort of campaign you need to make, as each network has its own distinctive features and it is superior to some other in achieving certain goals.
Google Search Advertising
The main kind of advertising related with Google AdWords is search engine advertising. At the point when a client types a certain expression in the Google search bar, the client is shown a list of search results, together with the ads that are in relation to that state. This is Google Search advertising.
Google Partners
However, other than this sort of advertising, Google offers advertising through Google Partners. Google Partners are the sites that utilization Google search engine on their site, so they present both natural and paid results on their site. This implies you can expand the reach of your campaign that is being gone through Google AdWords. Presumably the most famous Google partner is AOL.com, however there are a lot of littler companies that utilization Google search on their sites.
When you make a campaign through Google AdWords, you are naturally selected in for Google Search Partners, and you can track the conversions from your account. In the event that you see that Google Partners are not providing enough conversions, and therefore they may squander your budget, you can generally quit. You should have as a main priority that it is unimaginable to independently optimize the campaign for Google Partners, however instead, the campaign that is optimized for Google Search is a similar one utilized in Google Partners advertising.
Google Display Network
The third part of Google advertising is called Google Display Network, and it speaks to advertising with banners through the sites that utilization Google AdSense. Google AdSense provides sites possibility to make a space on the site where Google ads will be displayed, beside the content of the site. So when a user visits a site, an ad is displayed in the spot assigned by the site’s owner.
While it is conceivable to make an unique campaign for Google Search and Google Display Networks, these two require different advancement components, which is the reason it is prescribed that you set up different campaigns for these two types of advertising.
While creating a campaign with Google AdWords you will have the choice to pick in for both of these, and keeping in mind that it appears to be simpler to utilize a similar campaign for the two networks, you should have at the top of the priority list that these networks require different approaches. So in the event that you need to optimize your campaigns and augment the effect of each campaign, you should customize campaigns for two networks independently.
There are several differences when it comes to choosing on which network to advertise, and those are primarily based on the place where your ad will appear.
Search Partners
Search Network including Search Partners attempts to match search query with the applicable ads. The type of ads accessible with this type of advertising is as content ads. This type of campaign is recommended for the cases where you need your ad to show up in the search results just, when users search for a term that is identified with your business.
With Google Display Network, ads are being matched with the content of the site. Targeting choices with this campaign enable you to target explicit statistic group, pages about explicit topics where you need your ad to show up, etc. The organizations of the ads that are accessible with Display Network include: content, image, rich media, and video ads.
This type of advertising is recommended for advertisers with more experience in utilizing AdWord program, just as in case you need to increase enthusiasm of the online users and improve the situation of you brand. In this manner, item position is a type of campaign that would benefit from Display Network.
Display Network
Picking all alternatives for advertising, Google Search and Display Network,is normally advised to beginners, who are not completely aware how and in the event that they would benefit from a certain type of advertising.
This enables you to totally amplify the reach of your campaign and target both the users who utilize online search apparatus. Just as those users who are simply perusing the web and visiting different sites. In the event that you pick the two alternatives, the budget is being conveyed crosswise over the two networks. You can utilize content, image, rich media, and video ads.
Campaign Subtypes
While creating a campaign you will also need to choose between different subtypes of the campaign. Have in mind that Google Search and Google Search with Display Network have two subtypes, including “Standard” and “All features”, while Display Network just campaign has just “All features” subtype.
Standard subtype is an option that is progressively suitable for beginners as it demonstrates less options and settings. This subtype of the campaign includes fundamental location targeting, essential offering and budget settings, location targeting, and normal ad expansions.
Then again, if you need to totally customize the campaign and to most likely choose further developed options and campaign settings, you should choose “All features” campaign subtype. With this option you gain admittance to advanced social and experimental settings, ad booking and ad conveyance strategies, advanced location options, advanced keyword matching, etc.
Specialized Campaign Types
There are additional campaign subtypes, that are used for a specific purpose and they are called specialized campaign types.
- Remarketing – If you need to show your ads, as content, images or video, to the general population who have already visited your site, you should utilize remarketing subtype of the campaign, which is available in Display Network as it were. Using this type of advertising you basically show your ads to the people who have already visited your website in the purpose of increasing the influence of your brand.
- Engagement – Allowing intuitive, rich media ad formats, this type of campaign is appeared with Display Network just campaign. It is valuable if you need to utilize different media formats to promote your brand, instead of content ads.
- Dynamic Search Ads – Available with Search Network only, this type of advertising uses your site content, instead of keyword to target the ads. These ads are displayed as content ads with headline, content and landing page picked powerfully from your site.
- Mobile apps – This type of campaign is available with Display Network only and it permits displaying images and content ads in mobile applications.
While it is conceivable to switch between some campaign types, you should have in mind that this will affect certain features and settings, as a portion of the features may never again be available when you switch to a different type. This may likewise affect the performance of the campaign. However, only a portion of the progressions are allowed between different campaign types.
