After seeing so many ads and advertisers on the Internet, it is normal that you ask yourself the question of: how to buy advertising on Google? First of all, you have to specify that you can buy advertising on Google. Also, there are many types of ads and advertisers. But, before buying advertising on Google, the user must know what his objective is.
You can invest large amounts of money but if you do not have a specific objective it is useless. Thus, before starting a campaign to buy advertising on Google, it is important to know where the business is and what you want to achieve.
Buying advertising on Google is easy and fast but it is necessary to carry out a digital marketing strategy that controls the entire process. In addition to getting clicks or visits, advertisers bring users closer. But what to do with them?
Your digital marketing strategy will help you establish priorities and know when, how much and how to invest. Thus, you can focus on converting leads into customers or loyalty of users through newsletters, among other options.
Types of advertising that can be purchased
One of the goals of buying advertising on Google is to attract new quality users to the web. And, buying advertising on Google remedies the areas that the rest of digital marketing strategies cannot reach.
However, there are various types of advertising that can be purchased on Google.
1. Search network
It is the most common option when buying advertising on Google, and it is carried out with the Google AdWords platform. In that case, it is about the user seeing a text ad when they do a search. The ad appears on the results page. This implies that the user has made a search to, first, see a page of results and, second, see the ad in question.
The person trying to buy advertising on Google chooses the keywords for which they want to advertise. The price you pay is set by the number of clicks the ad receives. One of the positive aspects of this option is that, precisely because of its large number of people, it has quickly adapted to new trends. These ads are responsive and adapt to different media, both in form and functionality.
This type of advertising has a great reception because it achieves great visibility. The product or service being promoted reaches users, and they accept it, because they have already shown an interest in the subject.
Using fewer general keywords, it is very easy to make a profit on the investment made when buying advertising on Google with AdWords. A specific but interesting string of words can help if you are on a tight budget.
2. Display network
Display network is part of Google AdWords. But, in this case, Google makes a series of websites, platforms and some mobile apps available to advertisers. The advertiser has the option to choose the type of ad they want to buy.
You can choose from various types of ads such as banners, texts, and videos, among others. In addition, you can choose where to appear based on the segmentation of the platform itself. That is, you can choose a broadcast by context, by location, by topics, etc.
The advertiser has the option of paying for each click, as with AdWords, or for each thousand impressions of the ads. In addition, it is one of the cheapest systems to buy advertising on Google.
Great brand visibility is achieved and falls within acceptable cost and coverage margins. On the other hand, it allows a great creative development.
With this way of buying advertising on Google you can design any type of message, text, or video. There are a multitude of ad formats, and in each one you can give a personal brand touch.
Google calls this digital marketing tool remarketing, but they are synonyms. Thanks to retargeting, the company can check the tastes of users who have visited its own website and offer advertising that is tailored to them.
Retargeting seeks to impact users who have already interacted, in some way, with the brand. This digital marketing technique is based on cookies that record user behavior on a site to later show related content.
Retargeting works thanks to the cookies that are installed in the browsers and that record the movements and preferences of certain websites. Then, when you enter other websites that accept ads from third-party campaigns, ads for products that have already been previously visited are displayed.
Obviously, the more traffic the page has, the more effective the retargeting is.
On the other hand, the most frequent is that products are shown that users have already visited and consequently, in which they have already shown a previous interest.
This way of buying advertising on Google reinforces the message of the brand or the concepts. Therefore, it needs a special job so as not to tire the user. They may feel haunted by this type of advertising as it exactly matches their previous inquiries.
The positive aspect of retargeting is that it impacts users again. This way of buying advertising on Google helps users to finally decide on the products they have visited and abandoned.
In addition, it reinforces the brand image. Since the brand appears on different pages, practically simultaneously.
Buying advertising on Google can be simple, especially since several platforms have joined each other. The unification of YouTube with AdWords has allowed access to a platform with great visual impact in a simple way.
It is necessary to remember that YouTube is the second platform that receives the most visits, behind Facebook. The platform has more than 1,500 million active users in a month. 88% of Internet users access it. As a consequence, 25% of YouTube users have seen at least one branded video in the last month.
This type of advertising is paid only when the user has viewed the advertising for a specific period of time. The good thing is that it allows great creativity with practically no limits.
This way of buying advertising on Google is suitable for brands that want to give visibility to their new products or services. It is also aimed at those brands that want to create different advertising products.
This type of Google advertising allows you to show more comprehensive ads for specific products on the same Google results page.
The difference with the search network is that you can include images and not just text. You can also add the price and characteristics of the product. This allows the user to quickly check the offer and determine whether they are interested or not.
This way of buying advertising on Google allows you to develop more attractive ads than text. It also makes it easy to close the purchase. By offering more information, the user has fewer doubts, and tends to click. Because the user is in the purchase decision phase.
How to buy advertising on Google
First of all, decide what type of advertising best suits your business and your needs, then you can buy advertising on Google.
It is very easy to buy advertising on Google, the search engine itself helps you determine the priorities that should be followed. In this way, users do not have to worry about the tool they use since they can work with it in a simple and intuitive way.
In the case of search campaigns for example, you only have to follow three steps.
Google AdWords offers results statistics practically in real time. It is a great tool to measure the impact of your campaigns and define the lines to follow for the next one. It follows its motto: “measure, learn and grow”. Last tips to buy advertising on Google:
Set a budget
Investing in your business can be very satisfying or tremendously hard. Your job is to find the right measure. Set a budget to buy advertising on Google, and under no circumstances exceed it.
One trick is to set daily budgets. If you set a monthly budget, you can get lost in the sums and not calculate well the last days of the month. However, prorating your budget will make it easier for you to stick to it.
In addition, the more aware you are of what you want to spend, the less scares you will take at the end of the month. Try to be objective and do not set very tight budgets. Similarly, don’t mark big budgets when they can’t be met.
Segment the public
As an entrepreneur you will have a clear target audience. Use the advantage of digital tools to segment that audience. The higher the segmentation, the more precise your advertising campaigns will have.
Much of the success depends on the campaign being closer to the tastes and customs of the user. Segmentation allows the product or service to be brought closer to said users. Buying advertising on Google and creating a Google AdWords campaign allows your ads to only be shown to the users you want.
This type of advertising helps your advertising to be much more effective and consequently achieve its objective.
Create unique campaigns The basis of a web advertising campaign is to be clear about the objective and develop it in the best possible way. Thus, it is important that the idea is developed in an innovative way or that the image of the brand is adequately represented.