Google advertising

Google Ads

1. Types of advertising in Google Ads
2. Search advertising
3. The specifics of setting up search advertising
4. Stages of launching search advertising
5. Video advertising
6. Commercial advertising
7. KMS
8. How to find customers who will be interested in your services
9. Defining KPIs
10. Stages of media advertising launch
11. Advertising companies for mobile applications
12. Advertising performance
13. What affects the auction price in Google Ads

Features of Google Ads

 GOOGLE ADS is a search, media and video advertising service from Google that provides a convenient interface and many tools for creating effective advertising messages. Those who want to place their advertisement place a certain bid in the auction among other advertisers. At this stage, it is very important to submit the information correctly, paying attention to the keywords in the request. The setting of advertising in Google AdWords has large volumes and colossally high indicators, this Internet platform is used by a large audience every day. Google is the most popular in search advertising and is the undisputed leader in search traffic on the planet.

 

Types of advertising in Google Ads. Key differences.

•       Search advertising
•       Video advertising
•       Commercial advertising
•       Context-media network (CMS)
•       Advertising company for mobile applications
•       Advertising performance

Search advertising

Search ads are text ads that appear at the top of Google search. In context, all ads are customized to certain key queries entered by the user himself. That is, the work is conducted directly with the target audience, which is looking for information about the product/service on the Internet. Contextual advertising is one of the most effective options for Internet advertising. With its help, you can achieve an increase in sales figures, attract targeted visitors to the site for advertisers.

Search advertising is the most expensive source of sales, this is due to the possibility of reaching the widest possible target audience. And as an additional plus: this LCD has a simple and intuitive setup. When it comes to performance, search ads always have the hottest leads! The advantages of search advertising are the provision of a personalized offer upon request here and now.

Let’s consider the specifics of setting up search advertising.

80% of the success of your RK is laid in the semantic core, i.e. a set of key phrases with which your ad will be displayed. By collecting only direct “hot” requests (called HF – high frequency), you will reach the maximum of the target audience, but at the same time you will pay the maximum price for it. As practice shows, HF advertising does not always pay for itself. There are of course exceptions. For example, if you have a subscriber service or wholesale sales, you can allow spending all the earnings during the nth months from clients on search advertising, but from the next month start getting a really big profit. But this is rather an exception to the rule.

Stages of launching search advertising:

•       Collection of semantics and configuration of RK
•       Analysis of demand and competition
•       Campaign optimization
•       Reporting and analysis

Video advertising

Video advertising on the Internet is a way to promote a brand on the market, increase its recognition, attract a target audience and increase sales with the help of video. Video ads are placed on popular video hosting sites such as YouTube. In order to place a video ad, you first need to create your video ad, select an audience (age, gender, place of residence and any other characteristics), set a daily budget and a monthly spending limit. To engage your users, encourage them to take specific actions. That is, when you make video ads, choose which user action you are interested in. It can be going to a site or watching a video on your channel. Let’s quote the words of Google: “99% of our top customers advertise in the contextual media network and on YouTube.”

Commercial advertising

Shopping campaign – used for sites with a large number of products (hundreds, thousands, tens of thousands, hundreds of thousands of products). For this campaign, a special feed is created in which the main characteristics are indicated – name, price, size, dimensions, and so on. When displaying, Google takes the data from the feed and inserts a picture of the corresponding product with characteristics at the zero position above the search output, or the line from the right. A mandatory condition for commercial advertising is compliance of the micro-markup of the online store with the requirements of Google and a correctly formed feed. Trading campaigns help to automate the work of an Internet marketer with large matrixes of offer and nomenclature, one hundred thousand positions can be set up literally in a couple of hours. As in other Google companies, you can segment the audience by characteristics – gender, age, interests, behavior on the Internet, and you can set up a remarketing campaign and the like. The task of trade advertising is to encourage customers to buy their product, it doesn’t matter if it’s a large chain store or a small shop – everyone wants to get big sales. Banner advertising on the Internet is also used.

The shopping campaign was so popular that during the Covid-19 years, Google gave the opportunity to advertise for free, but from August 2022, Google stopped supporting this type of advertising and automatically switched advertisers to performance campaigns.

Context-media network (CMS)

The contextual media network is a variety of ads in different types of formats (text, video or graphics) that are placed on more than 2 million sites. In general, if you reveal the topic of KMS, then you can write not only a book, but also a whole encyclopedia, because this one has a lot of its unique features. What does KMS (contextual media network) do? Helps attract new users and audiences unfamiliar with Google Ads products and services.

How to find customers who will be interested in your services?

 Google KMS followed the path of further development and made it possible to select people by interests and categories. That is, now you can show ads not to all users, but only to an audience individually configured according to the necessary parameters. For example, you sell a pump. And in the interests of the audience, you choose “cottage and garden”. Yes, the pump itself is not of interest, but agree, a pump is definitely necessary in the country. You can also gather an audience of people based on their behavior on the Internet, depending on their family status and even the presence of children. In addition, it became possible to collect a look-a-like audience, which includes people who are as similar as possible in terms of their behavioral factors to people who have already performed some conversion action – went to the site, made a purchase, spent more than 90 seconds on the site, etc. So there is an opportunity to gather an audience that is as similar as possible to your customers. And that’s not all… In this way, you narrow down your audience as much as possible and save your budget. But the successful operation of KMS requires a lot of work experience, a deep understanding of each tool and, most importantly, an understanding of the psychology of your target audience. It is worth saying that KMS is effective advertising on the Internet, because this type is quite profitable. In KMS, unlike search advertising, you can pay not only for going to the site (that is, for clicks), but also for impressions (cpm), by the way, often reduces the price of the targeted action.))

The main indicator of advertising in Google:

A KPI is a key performance indicator that is usually measured in percentages and has a certain norm.

CPM is the price per 1000 ad impressions

ROAS – return on investment in advertising

SRS Cost/Number of clicks

CTR Number of clicks/Number of impressions*100%

SRA Cost/Number of targeted actions

CPL Consumption/Number of leads

SRO Consumption/Number of confirmed orders

CPI Consumption/Number of installations

CRT Cost/Number of transactions

CR Number of conversions/traffic*100%

TR Number of transactions/traffic*100%

ROAS Income/Expense*100%

ROMI (Marketing Revenue-Marketing Investment)/Marketing Investment*100%

ROI (Investment Income-Investment Amount)/Investment Amount*100%

DRR Advertising costs/Advertising income*100%

SRM Consumption/Number of impressions*1000

CPV Spend/Number of views

Advertising company for mobile applications

Mobile applications are developing very quickly and every second marketer with increasing popularity is increasingly including it in their marketing strategy. According to statista, Google Play releases on average about 100,000 new applications, and the Apple App Store — about 30,000. With the help of the same applications on the phone, we can order clothes, food, make an appointment with a doctor, call a taxi and see where it is, pay at the cash desk by phone using a MasterCard and even store your documents in Diya.

Google Ads has an automated form of UAC (Universal App Campaigns) advertising, which increases the number of downloads and increases the confessions that are inside the application. You can promote mobile applications using Google ads, Google Play, YouTube, as well as in the contextual media network. If the goal of your ad is “app installs”, then CPI payment is used, which is based on the price per install, and if the goal is “App engagement”, then CPA payment already corresponds. If you wish, you can add more images or videos so that Google uses them when creating ads, and if you do not specify them, the system will automatically select materials from your program.

Performance of the company

 Company Performance is a digital marketing concept in which the buyer pays only when there are measurable performance results. Most likely, this format will become the most high-quality and used in Google ADS. Time will tell, but the company’s Performance definitely needs to be tested and used. Google Performance Max only finished testing the PMax format in 2021. The essence of this campaign is to complement search and display campaigns with keywords and help with the number of conversions through PMax Google Ads. First of all, you will be able to change the parameters of the campaign as needed and reach the audience with the help of the PMax tool in the present time and it will not depend on the channel or the user’s device. The uniqueness of this format is that from the beginning, advertisers need to submit the text, image or video itself, and then the system provides facts about customers and the desired effectiveness. (CPA and ROAS). After that, the campaign

makes creative advertising and sets Smart Bidding rates, which depend only on the goal of your business.

Auction in Google Ads.

What affects the auction price:

•       Rate
•       Expected CTR
•       Ad relevance
•       Landing page quality
•       Quality indicator
•       Minimum ad rating
•       The expected effect of the choice of extensions and ad formats

  CONCLUSION:

There are an extremely large number of types of advertising on Google. And we know each of them very well and will gladly involve them in your business so that you remain at the top of the search and so that customers who will go to your site do not think twice and immediately order a service or product. Our internet marketing agency will make sure that your competitors have no choice but to watch your business grow rapidly before their eyes.

Therefore, do not waste time and fill out our form completely free of charge, after which you will be able to receive an individual strategy for promoting your business online, or call +38-0632924232

And you can learn more about advertising on our comprehensive strategy page.

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