3 Things You Should Know Before Advertising With Google Ads
The internet is now one of the most widely-used platforms for businesses. With thousands of competitors, businesses might have a hard time finding a stable customer base on their own. This is where digital marketing comes in. Whether you need the boost from online advertising or are looking for extra revenue from monetisation, you’ll definitely come across the Google Ads in your effort to increase your digital presence.
Google Ads, formerly known as Google Adwords, is an online advertising platform that allows advertisers to display their products, services or videos to users on the internet view Google's SERP. Think of it as the online equivalent to placing your advertisements on billboards so daily commuters can see what you have to offer, but just online... on the most used search engine of today (About 63 billion searches on Google in 2019)
There's also Google AdSense which is an online tool that allows websites within the Google Network to display ads from other businesses, providing them with extra revenue for doing so. Whether you need the boost from advertising or are looking to generate revenue from having advertisements displayed on your site, you’ll definitely come across Google Ads and AdSense, especially in your digital marketing efforts. This article discusses the three things you’ll need to know about digital marketing with Google Ads.
1. Google Ads vs. Google Ad Sense
Google Ads: When it comes to usage, Google Ads allows marketers to place advertisements all throughout Google and their affiliate websites. It also lets you customise your advertisements in order to hit your target audience more accurately.
Whether you’re deciding to stay local or go international, Google Ads is your best bet in getting visibility for your products and services. Engaging with this tool allows you to boost brand awareness and display your unique selling points at a glance, even if the user viewing it isn’t on your website.
With Google Ads, you'll also know that the users are ready to purchase because they're already searching for your keywords so you don't need much convincing, rather just prove that you're the better option than your competition.
Google AdSense: This tool lets other website owners or publishers allot space for Google Ads to show up on their webpages. It matches ads to sites based on your visitors and page contents.
If you’re a website owner, advertisements displayed on your site can earn you additional revenue depending on how many users engage with them. Although the number of profits you earn for each advertisement displayed will vary, it can serve as additional income for your business.
You may also choose which websites you'd want your banners to appear in based on their viewers. To optimise, you should always match your target audience to the website's viewership base to get the best Ad Sense performance.
2. Understanding What Google Ads is
Google Ads falls into the category of Pay-Per-Click (PPC) Advertisements. This form of online ads is a form of advertising on search engines. While SEO focuses on organic rankings, PPC moves your website to the top of search engine results pages by paid means. Your ad account will only be charged when a user interacts with your ad through impressions or clicks.
As there are limited ad spaces on Google, getting your website selected for a targeted keyword is done by bidding – how much you’re willing to pay to reach potential customers. Ads are chosen based on several factors including cost-per-click (CPC) bid and Quality Score (which takes into account your ad relevance, Click-Through-Rate (CTR), and landing page quality).
3. How To Optimise Your Google Ads
To optimise your Google Ads, you must first understand your objectives, target audience profile, as well as the digital marketing sales funnel. Once you have a good understanding of these key items, you'll learn how to analyse your Google Ads metrics to improve and subsequently achieve the desired objective.
More often than not, our clients simply want better results without understanding their objectives, and therefore are heading nowhere. Some ads require branding impressions, whereas most ads are conversion based. You should first set an objective for your Google Ads campaign and understand the process to optimise it takes time and data analysis to improve the overall process.
If you're unsure of how you can optimise your ads, feel free to read our other articles here to get started.
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