Adword was launched in 2000 with 350 advertisers approximately. And today more than one million advertisers generate approximately ten of billions. AdWords offers advanced features to its customers to design a flexible program according to their online marketing goals and budget. It is the second advertising program of Google just after Premium Sponsorships that was launched just a month before.
Google AdWords is an online advertising service that has been developed by Google for marketers. It helps the marketer to reach their audiences instantly. When people search on Google, it would present a search result list for them. But if you notice, the top and bottom results are generally ads. Now, the question arises that how did Google know which ads to display? To know the answer, let’s study in detail:
Type of ads in Google AdWords:
1. Search ads: When you search for something on Google, the list of ads that you see above the organic listing are called Search Ads. And the results shows below are organic results. Google has considered a number of factors before deciding which ad is to display first and the sequence of ads.
- Keywords and search term
- Landing page experience
- Ad copy relevance
- Conversion rate
- Quality score.
In addition to the standard search ads, you can also go through Call-only ads, Dynamic ads, and Mobile app promotion.
- Call-only ads: This ad is available on call enabled mobile devices, which means instead of taking visitors to the landing page they make a direct call.
- Dynamic ads: This ad is suitable if you have a well-managed website because the ad’s content and your landing pages are taken dynamically. It is quite similar to text ads except that here no keywords are involved.
- Mobile app promotion: This ad has suited to you if you have businesses with mobile applications. The motive of the ad is to encourage visitors to download your app and use it.
2. Display ads: I am sure you have noticed these ads while reading a blog or viewing a video on a website. You saw different ads on different places on the page, these are display ads. Here, the visitor is not exactly looking for ad offers. But Google decides to show these ads to you before calculating a number of factors such as:
- Keywords: This ad is based on the keywords and Google would select the website that has content or keywords on the topic.
- Topic: All websites are grouped under specific topics in AdWords. And it will be easy to choose topics for the advertisers related to the businesses, for example, if your website relates to travel then it will be listed under the TRAVEL topic.
- Remarketing: With this, you can target your existing visitors who have visited your website but haven’t taken any action.
- Placements: In placements, you can add the websites, on which you want to show your ads. Just add the websites instead of keywords.
3. Shopping ads: If you are a retailer then this ad is for you. This ad increases traffic, business lead and boost your conversions. If you want to run shopping ads, you are required to set up an account with Google Merchant Center. Google Merchant Center is a platform for all retailers that help them to upload their product listings.
You also need to Setup an account with Google AdWords and submit your product’s details to Google Merchant Center every 30 days. Shopping ads take the data from Google Merchant Center, match it with search terms of people and display the relevant ads to the visitors.
4. Video ads: Advertiser runs this type of ad on different Google Display Networks such as YouTube, etc. This ad helps you to connect with targeted visitors because this ad is demographic, interest, location and device targeting.
Youtube is the second most visited website, where 30 million visitors are visited every day. YouTube ads also provide you the information regarding a number of views, clicks, view rate, performance, and many more.
5. Universal app campaign: This ad is helpful for you if you have a mobile app for your business. And you can promote your mobile app across search, YouTube, YouTube, and Play store.
You need to give some text, starting bid as well as a budget with languages and locations to it. AdWords itself design different ads in different formats and display the one that is the best in performance.
The tutorials and training help you to set up your Ads account. It assists you in choosing keywords, optimize the performance and write effective ad copy. Well known AdWords Learning Center that you can approach to learn about Adword and how it works, etc?
- WordStream’s PPC University: Here, you can find lessons on core PPC concepts like cost-per-action, click-through rate, conversion rate optimization and ad text, Quality Score. You need to understand the PPC 102 and Advanced PPC tracks to become a paid search professional. You also learn here how to optimize ad text, landing page optimization, negative keywords, and many more.
- Google’s Essential AdWords Courses: It covers a wide range of topics on AdWords based on its experience. These courses are excellent for beginners and those who have at least some AdWords experience and knowledge they will also find it useful.
- Udemy’s Google AdWords for Beginners: Udemy is considered among the best online learning resources and its course Google AdWords for Beginners is also very comprehensive. It covers video instruction and topics from Google AdWords for Beginners to the AdWords platform.
- Lynda.com’s Google AdWords Essential Training: Lynda.com’s primarily focused on beginners and provides a step-by-step guide. It covers three hours of video instruction, easily manageable videos, and many more.