Google AdWords Campaign

The Integrated Guide for Google AdWords Campaign

Digital marketing & advertising helps various eCommerce businesses reach the maximum number of customers. There are several ways to engage with prospective buyers and drive them to one’s eCommerce site. One of the most effective ways to do this is the Google AdWords Campaign.

And, if you do it right, Google AdWords can be the gamechanger for your eCommerce business.

In this post, we will walk you through all things about Google AdWords Campaign, right from what it is, how it works, its various types, how to create, and much more.

What is Google AdWords?

As the name suggests, Google AdWords is an advertising method developed by Google to help businesses reach their target audience through its search engine platform as well as partner websites. The partner site contains an image ad or text that shows on the page which appears after a visitor types a keyword or phrase related to a product, service, or business.

AdWords ads usually appear in particular locations at the top right side of the SERPs. The advertisers can select keywords or phrases associated with their brand, product or service for their AdWords account. Once a consumer searches for that specific keyword, the brand’s ad appears on the page. The advertiser is only liable to pay when a user clicks on their ad and visits their website or makes a call using the ‘Click to Call’ option.

Google AdWords is a pay-per-click (PPC) advertising method that offers advertisers two ways to reach customers:

  • Using the Google Search Network – This method allows you to show the ads to the customers who actively search for the keywords that you have chosen.
  • Using the Google Display Network – This means ‘display ads’ or ‘banner ads’ are placed on various websites that your target audience visits.

Though both these approaches are functionally different, they both make use of a PPC bidding system where advertisers bid to make their ads appear in front of relevant consumers.

Also Read – What are AdChoices and How Does it Affect Advertisers and Consumers?

Types of Google AdWords

Now that you are familiar with the basics of Google AdWords, let’s get into the details of the different types of Google AdWords Campaign, and how can you use them to run your business:

1.  Google Search Ads

Google search ads are used to attract consumers to search for your products. These are text ads that are visible on Google SERPs. The search ads appear either at the top or bottom of the page.

Google Search Ads

If you target keywords or phrases with the buyer’s intent, you’re able to reach customers while they are looking for products or services offered by you. For instance, if you are selling dog coats on your Shopify website, you must target keywords such as ‘dog coats cheap’, and you’ll attract buyers who are looking for dog coats.

The placing of your ads depends on the price of your bid. The higher you bid, the more visibility Google offers you on its SERPs.

2.  Display Ads

Unlike Search ads which are text-based, Display ads are based on images. These let the advertisers target keywords while also targeting consumers who may be interested in your products or services but aren’t searching for them. Therefore, Display ads generate brand awareness.

Display Ads

People usually see display ads while browsing their favorite websites or eCommerce stores. However, you may also see these ads on your apps, Gmail account, etc.

As you already know display ads reach an audience who may be interested in the products/services you’re selling, this way you can reach more consumers as compared to Search Ads.

Google Display Network

Google uses the Google Display Network or GDN to showcase your Display campaigns to the relevant audience.

Google Display Network consists of over 2 million websites, videos, and apps where you can show your Google Ads. It allows advertisers to set the time, placement of their ads on the basis of the age, gender, and interests of their target audience.

GDN allows you to reach over 90% of web users across the world.

3.  Shopping Ads

These are product-based Google Ads. These are specifically designed for product searches on Google.

Shopping Ads

Google Shopping Ads display an image of the product with its name, price, store name, as well as reviews. These provide consumers with the information about the products before they check an online store.

Shopping Ads are good at boosting traffic to your e-commerce site while these also increase sales.

Shopping Ads can be further divided into three categories:

  • Product Shopping Ad – These ads are created with the product data given in Google Merchant Center account.
  • Showcase Shopping Ad – These ads are created by grouping together a wide range of similar products. In such ads, customers get a chance to compare different products and pick the best one. It also allows them to browse your inventory without visiting the store.
  • Local Inventory Shopping Ad – These ads are helpful for sellers who own a physical store. These use product feed data from the seller’s local inventory for showing their products from a physical store to the local Google shoppers.

4.  Video Ads

Video ads are ideal to attract the attention of your target audience. Video ads can be quite helpful if incorporated into YouTube. And since YouTube is owned by Google and acts as a search engine for videos, you can easily attract prospective customers on YouTube depending on what they prefer to watch.

 Video Ads

The video ad campaigns can be placed before, during or after the videos on YouTube as well as in the search results.

With Google Video Ads, you can reach your target audience on the basis of their gender, age, interests, etc.

5.  App Ad Campaigns

These types of ads are useful if you have an app for your business. You can promote your business with app campaigns across Google Play, Google Search, YouTube, and Google Display Network.

App Ad Campaigns

These work best for increasing your app install or for compelling users to take action within the app.

In such ads, you are not required to create individual advertisements for App campaigns. And the ads are automatically designed for the advertisers.

All you need to do is give some textual information, a budget, a starting bid, along with the language and locations of your ad campaign. Also, if it’s relevant to your brand or business, you can add a few HTML5 assets too.

6.  Discovery Ad Campaigns

It’s a new type of Google Ads that allows advertisers to reach around 3 billion customers across YouTube Home, Discover as well as Watch Next feeds along with the Gmail promotions and Social tabs with a single campaign.

Discovery Ad Campaigns

These ads are similar to Display ads as these allow businesses to tell their brand story in a visual manner while letting them target consumers who are most likely to be interested in their products/services. Discovery Ad campaigns can be used to raise your brand awareness.

Also Read – Inbound Marketing Vs. Outbound Marketing: Which is Best for Your Business?

How to Create Google Ads?

If you own an eCommerce store of your own, here’s how you can create a Google Ad for it:

Step 1: The first step is to create your Google Ads account

Step 2: Once you’re done creating your Google Ads account, open it and go to Campaigns on the left side of the menu

Step 3: Click on the plus button, and select New Campaign

Step 4: Now pick a goal for your ad campaign. You can also create a campaign without a goal

Step 5: Choose your campaign type

Step 6: Select a campaign subtype, if it’s there

Step 7: now go to Settings, and choose ad groups, and create your ad campaign.

Step 8: Now run Google Ads on Autopilot

If you don’t want to spend so much time watching tutorials on Google advertising, you can try automated Google ads.

Why Should You Try Google AdWords?

There are dozens of PPC platforms that you can pick from. There are Instagram Ads and Facebook, Twitter Ads, Pinterest Promoted Pins, etc. Google AdWords Campaign isn’t the sole search engine ad platform, and there are Yahoo Search Ads and Bing Ads too.

Despite so much competition, Google AdWords Campaign is indeed the best option.

Why is Advertising on Google Beneficial for Business Growth?

We have already learned how Google AdWords works, along with its main types. Though there are so many other advertising mediums out there, it can be tough to tell which one best suits your business.

Advertising on Google Beneficial for Business Growth

So, this is why we are here to explain why advertising on Google can be quite beneficial for the growth of your business.

1.  Google Has That Massive Reach

Google has upped its level from being just a simple brand or search engine to a verb.

The reason behind this is that when a question pops up in anyone’s mind, the first thing they do is search it on Google, or simply ‘Google it’.

Want to know a home remedy for back pain? Google it.

Want to learn how to create a WordPress account? Google is the answer.

  • It processes more than 3.5 billion searches in a day
  • 46% of product searches start on Google
  • 84% of respondents use Google more than 3 times a day or it can be even more

Among the percentage mentioned above, there are millions of people looking for solutions to their problems on Google, which also includes them searching for products/services you offer. If people have used the Internet, it’s most likely that they have Googled the answer. So, if you can help them with an answer, even if it’s an advertisement, there are chances that they’ll choose you over your competitors.

2.  Make Use of Intent

The main difference between the consumers who you reach with your Google Ads and the ones you reach with other types of advertising is their intent.

Let’s take the example of social media, which is so powerful these days. People aren’t on social media with the intention of being advertised to. As they don’t look for solutions to the problems they face in their daily lives on social media platforms. They’re most probably looking for fun content such as vacation ideas, cute dogs, and updates from family & friends.

And, when you advertise to people who don’t wish to get advertised to, there are more chances that you’ll get noticed.

Besides, on the search network, you don’t advertise to people who don’t wish to be advertised to. Instead, you advertise to consumers who search for specific products.

So, when your ad shows, it helps people find answers/solutions instead of disturbing their online browsing experience.

3.  You Always have Total Control of your Campaigns

If you are running other forms of advertising campaigns, you’ve to cross a lot of hurdles in order to reach a considerable audience that you would otherwise attract through Google AdWords Campaign. Also, running other campaigns may take a lot of time, effort, and resources that can be better spent on other things.

On the contrary, purchasing ad space with software also called ‘programmatic advertising’ can be done by even one person. It would require some knowledge and skills to begin and end ad campaigns and reach relevant audiences in the least amount of time. This way your resources and time can be allocated to other pressing needs.

4.  Get Faster Results than SEO

Search Engine Optimization has been the backbone of the most popular websites for ages. The web pages you see on the first page of SERPs don’t just have well-crafted content with relevant keywords but are also visible on sites that have gained a huge number of backlinks.

It may take years before you see your own page in the first position when someone searches for a specific keyword. There are probabilities of few businesses never accomplishing it.

So, ads give businesses a chance to boost their chances of getting visible on Google’s SERPs which might take really long using SEO.

5.  Raises Brand Awareness

When we think of Google Ads, the first thing that comes to our mind is attracting traffic through pay-per-click ads on SERPs. But, Google ads are capable of a lot more. They act as a powerful tool for building brand awareness.

Your brand name, personality, reputation, and more are important to build trust with your audience. The more you concentrate on improving these attributes, the stronger your brand gets which results in more trust among your prospective customers. And trust that one crucial factor that lets you earn more purchases and loyal customers. 

On the search network, even if prospective buyers don’t click on your ads, they see the tagline, brand, what you offer, etc. whereas the display network allows you to prioritize brand awareness by showing your ad to more consumers. Both strategies help you to strengthen your brand by enforcing its critical attributes.

6.  Boost Conversions

When Google determines which ads must be visible to the prospective customers, it takes post-click landing page experience into account.

Post-click landing page experience means how quickly and efficiently your website provides visitors who click on your ads what they are searching for. The post-click landing page is the URL users reach after they click an ad.

Ad networks that don’t give importance to the landing page experience will direct your visitors to an old web page which can be an ‘About us’ page or a homepage. And this can waste your budget and efforts as visitors do not get what they were promised in the ad.

However, to make your Google ads visible, you’ll require a highly convincing post-click landing page for them. This in turn will lead to more conversions.

7.  Spend Any Budget

Winning a click may cost you a large sum of money. For example, in the legal industry, some long-tail keywords can cost around $1000 per click.

However, most keywords aren’t so expensive. And even if they are, the benefit of incorporating Google Ads is to regulate the budget, maximum bid, etc. This way you can be sure that even if you aren’t monitoring your finances closely, you will never spend more than you’re supposed to.

Wrapping Up

If you haven’t thought of using Google Ads till now, now is the time to reconsider.

Google AdWords Campaign is beneficial to all businesses, whether big or small. No matter what budget a business has or what goals it aims to achieve. Different types of Google ads will work differently for different audiences who reach Google looking for solutions to their problems.

So, we hope that this guide will help you learn all about Google AdWords Campaign and how these can benefit your business.

Also Read – What Is ORM? Why It Is Important for Online Business?

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