What is Google Ads?
Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click (PPC), where you (the advertiser) pay per click or impression (CPM) on an ad.
More Digital Marketing Related PostGoogle Ads is an adequate way to drive qualified traffic, or good-fit customers, to your business who’re searching for products and services like the ones you offer. With Google Ads, you can boost your website traffic, receive more phone calls, and increase in-store visits.
How is it Best Used?
Every element of your business will impact how you and/or your agency approaches Google Ads, from your price point and product type to marketing goal and advertising budget.
Despite all these nuances, there are three main reasons for using Google Ads. Here is a primary look at how to do it successfully:
Brand Awareness: If you’re less concerned about immediate purchases, you should consider Display ads. Clicks and conversion are typically lower for Display ads, but the cost per thousand impressions (CPM) is significantly lower than for Search ads. To make these ads eye-catching, team up with a graphic designer who can maximize the potential of your brand assets. Further, be sure to remarket to those who have clicked.
Trust Building: If you already have useful content created for your target audience, take it to the Search Network and start disseminating gated content to those actively looking for answers. Collect names, emails, and phone numbers for future marketing endeavors and nurture these contacts into warm leads. If you’re competing for niche, long-tail keywords, your CPC should stay low, and your click-through rate (CTR) will be healthy.
Purchases: If you have a product or service you’re trying to sell immediately, ditch Display and go for Search Network ads. If you have a product, we highly recommend creating Google Shopping Ads (part of the Search Network). Shopping Ads are highly-targeted and user-friendly. If you're selling a service, stick with Search Ads and ensure you're managing your keywords appropriately with broad phrase match, exact match, and negative keywords.
Google AdWords: 25 Terms You Need to Know
Setting Up Google AdWords Terms
1. Campaign – An ad campaign on Google AdWords is made up of your ad groups, and has the same budget, campaign type, and other ad settings. It’s generally what you first set up when you advertise, and it helps you organize your different paid advertising actions. You can run multiple campaigns at any time from your Google account.
2. Ad groups – An ad group is your set of keywords, budgets, and targeting methods for a particular objective, within the same campaign. For example, if you are running an ad campaign for a Clothe sale, you could set up ad groups to target online sales, women’s Clothes, and men’s Clothes. You can have multiple ads in each ad group.
3. Campaign Type – Your campaign type is where you want your ads to be seen. Google has:
“Search Network only” (which means Google search only)
“Display Network only” (which means your ad shows up in Google’s Display network of websites, videos, YouTube, Blogger, and more. This is also known as AdSense)
“Search Network with Display Select” (which is a combo of search and display)
4. Keywords – Keywords are very important in your Google Ads. They are the words or word phrases you choose for your ads, and will help to determine where and when your ad will appear. When choosing your keywords, think like your customer and what they would be searching for when they want your product, service or offer.
5. Quality Score – A quality score is a measurement from Google based on the relevancy of your ad headline, description, keywords, and destination URL to your potential customer seeing your ad. A higher Quality Score can get you better ad placement and lower costs.
6. Impressions – An impression is a measurement of how many times your ad is shown.
7. Ad Rank – Your Ad Rank is the value that’s used to determine where your ad shows up on a page. It’s based on your Quality Score and your bid amount.
8. Mobile ad – Mobile ads are what your mobile searchers see on their devices. Google AdWords has WAP mobile ads and “ads for high-end mobile devices”.
9. Ad extensions – Ad extensions are extra information about your business, such as your local address, phone number, and even coupons or additional websites. They’re what shows up in blue below your ad descriptions.
General Adwords Terms
10. Call to Action (CTA) – A CTA is the action you want your searcher to take. Good CTAs in your ads are short, action-oriented words such as “Buy”, “Get”, “Act Now”, etc.
11. Click Through Rate (CTR) – Your CTR is an important metric in your account settings. It measures how many people who have seen your ad click through to your link destination.
12. Landing Page – Your landing page is the page on your website to which you’re driving traffic from your ad.
13. Optimization – Optimization in Google AdWords is like optimization elsewhere in marketing. It means making the changes in your ad that get you higher results for your objectives.
14. Split Testing – Split testing includes A/B and multivariate testing. It’s a method of controlled marketing experiments with the goal being to improve your objective results (such as higher CTRs, increased conversion, or even better Ad Ranking).
Cost Related Adwords Terms
15. Bid Strategy – Your bid strategy is basically how you set your bid type to pay for viewer interaction with your ads.
16. Daily budget – Your daily budget is what you’re willing to spend per day per ad. Your daily cost is based on a daily average per month, so don’t be alarmed if yours varies from day to day.
17. CPC – Cost-Per-Click is the most common bid type on Google AdWords. It means you pay every time a person clicks on your ad. You set your “maximum CPC” in the bidding process, which means that the dollar amount is the most you’ll pay for a click on your ad.
18. PPC – Pay-Per-Click is the same as CPC.
19. CPM – Cost-Per-thousand impressions is a bidding method that bases your costs on how many times your ads are shown (impressions).
20. Billing Threshold – Your billing threshold is the level of spending that triggers a charge to you for the ad costs.
Ad Creative Terms
21. Headline – Your ad headline is the header of your ad copy. It generally shows up in blue when your ad is live.
22. Destination URL – Your destination URL is the landing page your ad is directed to when it’s clicked. Your destination site can be a specific page. You can change it for differing ads within ad groups. Your audience does not see it in the ad.
23. Display URL – Your display URL is what shows up in your ad copy. You can keep this simple and clean to increase your brand recognition, trust, and conversions.
24. Side ad – A side ad is the ad that show up on the right hand side of a search engine results page.
25. Top ad – A top ad is the ad that shows up in a shaded box above the organic search results.
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