Advertising Online with Google Ads
Google is the most prominent and well renowned online search engine, so much so that we’ve coined the term “Google” (Googled/Googling) which basically means “search online”. Google Ads – formerly known as Google Adwords – is paid advertising specifically for the Google Search Engine. Basically, if you’re advertising with Google, you won’t see your ads on other Search Engines such as Bing. There are two main types of Ads, Search Ads and Display Ads, below you will find an analysis of each.
Your ad can appear on Google at the exact moment someone is looking for products or services like yours. Whether they’re on desktop or mobile, a well-timed ad can turn clicks into loyal customers. Google Ads are pay-for-click type advertising, whereby you set yourself a budget and pay for each click you get on your ad, whether the click converts into a lead or not. By setting a monthly budget cap, you don’t have to worry about going over it. Not to mention, you can pause or adjust your spend at anytime.
Something that is commonly misconstrued is the idea that Google Ads and SEO work in conjunction or assist one another. As you can see below when Google searching “plumber Brisbane” up the very top is the Google Search Ad results, underneath those we have the map in conjunction with various Google My Business (GMB) profiles which are close to your device. Then underneath the GMB’s are the organic listings which are influenced by SEO strategies. So, as you can see Google Ads and SEO are completely separate. For more information on SEO (Search Engine Optimisation) check out our SEO page. Google Ads display exactly like an organic search result however, there is a tiny little box with the word “Ad” in it in the top right corner underneath the heading. But with Ads, you get to design how your Google Ad result will display.
There a range of keywords relative to each business, some are far more competitive than others. The competitive keywords are usually a lot more expensive than those which might not be as common. Your budget will determine the type of keywords you bid on, and how long your Ad will show; the smaller the budget, the less amount of time your Ad will show for. Google Search Ads are typically thought of as a good place to start if the following explains you:
Remarketing Display Ads would be an effective Online Advertising option for your if:
Types of Display Ads (layout)
- Standard: Usually include an image, title (used to attract viewers), additional text about the Ad and a link which will take viewers to the website Home Page or a specific page on the website related to the Ad.
- Gif Display Ads: Gif Display Ads follow the same layout as plain display Ads however usually include some sort of flashing button, or static notion. Gif Ads are used in order to grab viewers attention a little more powerfully than plain ads.
- Video Display Ads: Video Ads are certainly the most powerful in attracting attention however much harder to make. Video Display Ads are pretty self explanatory – they use video in order to construct a specific message.
Search Ads vs Display Ads
You may wonder which type of Google Advertising would best suit you, and we answer it exactly how we answer the “SEO vs Google Ads” argument – both will get you results. However, it is vital that if you do choose to do both, you do it properly.
Q. How am I meant to them both, properly?
A. Simply by not using the same Ad campaign for both Search and Display Ads.
To truly reap the benefits of a combined effort of Display and Search, you need to break Display and Search into separate, network-specific campaigns. This will allow you to craft your messaging in the best ways to reach the people seeing your ad and to set specific budgets and bids per network. This also helps you keep your data organised to ensure you are making impactful optimisations with each format.