Google Ads is the paid tool that brands use to advertise on Google. This platform allows you to create different types of campaigns according to your goals. In this article, we tell you everything about Google Ads and we bring you 4 keys to building successful campaigns. Surely you have already heard about Google Ads, Google’s exclusive advertising tool.
What is Google Ads and what is it for?
Through Google Ads campaigns, you can gain visibility to potential customers when they search for businesses like yours, both in the Google search engine and on Google Maps. Its great advantage over other digital marketing tools is its reach since thousands of people search for information about products or services on the internet every day. Below we will tell you how Google Ads works, when it is convenient to implement this online marketing tool and we will share 4 tips for you to add it to your e-commerce strategy.
How Google Ads works
As we said, Google Adwords is the paid and online tool that brands use to advertise on Google and allows you to create different types of campaigns according to your business objectives.
With them you can attract potential customers and get them interested in your product or service. These are text-only ads that appear first in search results. To create this type of ads, it is important that you carry out a keyword analysis of your category and think about how a person would search for a business like yours. From there, you can build your ads using those words. Google Ads gives you a free and very powerful tool called Keyword Planner so you can do this research for free.
In this case you can directly promote your catalog on Google. This option allows consumers to compare prices, models and get information easily before making an online purchase.
These are graphic ads that are displayed on the millions of sites on the Internet (news pages, blogs and within YouTube or Gmail) and that are associated with the Google search network. How does it work? By affinity with the content. This type of campaign allows you to show your ads in specific contexts, such as “outdoor lifestyles”, and also to a particular audience, for example, “young mothers”. The segmentation of your campaign is defined by context, channel, themes, product category, or else demographics and interests.
You can also choose different ad formats: they can be static images or with animations that invite interaction with the user (rich media), as well as specific formats for ads in Gmail or in applications. In this type of campaign, the creativity of the images or animations is key to capturing the attention of users.
Did you know that you can make audiovisual announcements? For example, if you are launching your brand and you have a promotional video, you have the possibility to advertise it on YouTube. These ads can be aimed at expanding the reach of your YouTube channel or, why not, have your potential customers visit your online store to discover your products and your brand.
This campaign type allows you to promote apps. If your online store has a version as a downloadable application, for example, it is an ideal alternative! This way you can promote your iOS and Android app on Google search, YouTube, Google Play and many other platforms. Always remember that, for each campaign you carry out, you will have to define a budget and the objective you want to achieve. The most common are:
To define it, we recommend that you always think about it with the sales funnel in mind, that is, imagine what stage the customers you want to attract with that ad are at.
Recognition: attract potential customers, you are going to seek that more people know your brand and your online store.
Consideration: generate interest in those people who already know your business and possibly had contact with your e-commerce but have not yet made the purchase.
Conversion: generate sales. They are people who already know your brand, visited your store, and take you into consideration.
What is the Ad rank or quality index made up of?
The Ad rank or ad score refers to the rest of the criteria, in addition to the bid (the auction between advertisers), that Google uses to determine the order of paid ads.
Estimated Open Rate: Number of times users click on an ad. It is an indicator of what interests’ users most.
Experience on the landing page: those websites whose navigation is simple and intuitive are more likely to appear in the first place.
Ad relevance: responds in the best way to the user’s query.
Rich formats: they provide extra information and improve the user experience.
In this way, you will activate campaigns that work as “gateways” to attract more customers to your online store. In addition, you will be able to choose which campaigns to have active continuously and which campaigns are going to be activated at specific times. Now you know how google Adwords works. Hiring expert that is google Adwords consultant can do this job best and will make most out of your investments for ads campaign.