Google Ads – Search, Display, Shopping and Youtube
Google Ads Search Network
The Google Ads audience is large and encompasses users at every point in the purchase funnel. Target your audience based on location, device, demographic (age and gender only) and income level to name a few of the granular targeting methods you can use. Google Ads layers this targeting with keywords that allow you to capture someone’s attention when they perform a Google search.
Google estimated that there were more than 100 billion searches a month in 2014. The Google Ads Search Network allows you to reach people in all countries (except Crimea, Cuba, Iran, North Korea, Sudan and Syria) across the world in 43 languages. Search Network ads appear in many places including Google Search and Google Search Partners, which can include Google Play, Google Maps (and the maps app) as well as non-Google websites.
Google Ads allows you the flexibility to adjust for a variety of factors including device, time of day, day of week and location. You can enhance your ads with information like location, phone number and useful information and links. A click on your ad will bring someone directly to your landing page. You’ll only pay when someone clicks on your ad.
What It’s Best For:
Google Ads Display Network
The Display Network is a generally a visual form of advertising (there are some text ad types that are eligible for the Display Network) with various forms of banner ads. Google’s inventory allows ads to appear on more than 2 million websites. According to Google, those 2 million websites account for about 90% of people on the internet. Ads will appear on Google’s properties such as Gmail, Blogger and YouTube as well as non-Google partner sites.
Where Ads Appear:
What It’s Best For:
Display Network advertising allows you to target people by interest, topic and other specific attributes like the site they’re on (placement) and demographics. These targeting options make the Display Network great for getting your ads in front of your audience while they’re reading the news or reading up on their favorite celebrity.
The Display Network reaches people when they’re going about their daily life rather than when they’re searching for a specific product, making this type of advertising better for branding and brand awareness. If your client is looking for advertising with a focus on brand recognition, then Display is for them.
Google Shopping
If your client is an e-commerce advertiser, then this is a form of advertising you should be utilizing. Google Shopping lets an advertiser promote their product inventory and increase traffic to their brick and mortar store and/or website.
Not only do these ads bring more traffic, they also bring in highly qualified leads, as the users are typically at the end stage of the buying cycle and most likely to convert. This is because this ad format provides essential product information, it generates better qualified leads for e-commerce.
Another added benefit of Google Shopping is the ability to track return on ad spend and other valuable revenue information down to the item ID level. Advertisers can see which products produce a desired return, and those that are too costly to advertise.
Where Ads Appear:
What It’s Best For:
YouTube
Advertising on YouTube offers a variety of targeting methods including topics, demographics, keywords and remarketing. There are many audiences that can be targeted, which allows you to reach the audience that’s just right for your product or service. The platform supports the measurement of a variety of actions from views and comments to shares, allowing you to track metrics that are meaningful to your client.
Ad Types And Strategies
In-stream ads show up before, during and after videos on both the Display and YouTube Networks. They aren’t just shown on YouTube. In fact, they can be seen places such as apps on the Display Network, games and video publisher sites. Ads come with the functionality to add card, companion banners and call to action overlays.
What It’s Best For:
YouTube ads are a way to connect with people in a way that only video advertising can. An advertiser is given the opportunity to connect with and engage emotional responses in a user. You have the ability to target someone searching for your brand as well as topics and interests. Using overlays, viewers can interact with your brand in the moment.
YouTube videos are best for building your business. Google tells us that TrueView ads generate seven times as much offline revenue as TV does. This is because you’re reaching an audience that has chosen to interact.
App Advertising with Universal App Campaigns
Where Ads Appear:
Universal app ads can appear in many places. They show on Google Search, Google Search Partners, relevant content or pages within YouTube, on Google Play (in related apps and search results) and on the Google Display Network (mobile websites and other apps).
What It’s Best For:
Promoting a mobile app. If your client is advertising a mobile app, they should be using this type of campaign along with other strategies. These campaigns will provide exposure in places where users are likely to download the app, make in-app purchases and complete other conversions that are valuable to a business.
At the end of the day, most businesses can’t live without spending some of their advertising budget on Google Ads, which accounts for over 65% of search traffic in the US. We live in a digital world where customers search the web prior to making a purchase. Your client’s ability to impact and influence user buying habits.
Bing Ads
Bing’s network and ad offering may be smaller than Google’s but that doesn’t make it any less powerful. This network provides an audience that Google generally does not.
The demographic makeup of the Bing Network is:
- More female than male with about 40% of it being between the ages of 35 and 54.
- More than half of the searchers on the Bing Network are married.
- Seventy-five percent have at least some college education with 31% having graduated with an undergrad degree.
- A full third of the audience has a household income of $100,000 a year or more and about 44% of the audience is married.
Bing Search Ads
Where Ads Appear:
What It’s Best For:
Bing Display Ads
Where Ads Appear:
Bing Shopping
What It’s Best For:
If an advertiser is just starting out, it may not be beneficial to add these ads when the client first begins advertising but as Google Ads gains success, agencies should encourage their clients to expand their advertising to other networks.
