What is Google Ads and Why Should You Use It?
In doing marketing, apart from organic ones such as SEO and email marketing, there are also paid ones, one of which is Google Ads. In this article we will discuss what Google Ads is and its uses.
Especially for those of you who have a business, Google Ads can help reach anyone who uses Google to search for information, products and services online. It is known, there are as many as 3.5 billion searches a day on the Google search engine.
So, if you don't currently have a Google Ads account for business or don't use your Google Ads account to its full potential, then you might be missing out on the benefits that you will get from this Ads platform.
Google Ads is a paid online advertising platform from Google. Initially, Google Ads was called Google AdWords before finally changing it in 2018.
Even so, the services offered remain the same, namely advertisers pay per click (CPC) or pay per impressions / impressions (CPM) obtained from ads.
Ads that are displayed not only on the Google search engine, but once you place an ad with Google Ads, your ad will appear on the search engine results page (SERP), Youtube, Blog, to the Google Display Network.
Google Ads is an effective way for businesses to bring quality traffic to their website or product/service landing page to get customers who match the products/services you offer.
Google Ads can also help you get the right customers because not all ads are shown to everyone. Google Ads has features that can help you target ads to the right audience, according to your budget.
Differences between Google Ads and Google AdSense
Both can give you benefits, then what is the difference between Google Ads and Google AdSense that you may also know about?
The difference between Google Ads and Google AdSense is that Google Ads allows businesses to easily advertise themselves on Google services and products. On the other hand, Google AdSense allows people who have platforms such as blogs, websites, to YouTube to monetize or earn money through ads embedded in their platform.
Google uses the Google Ads Auction tool to determine which ads to show through AdSense, and advertisers on Google Ads may need to adjust their ads to run better on Google Ads Auction.
Campaign Types in Google Ads
Google Ads provides types of campaigns that you can choose to advertise by customizing ad copy, be it videos, images, online stores, applications and others. You can choose one of these Google Ads campaign types.
1. Search Network Campaign
Search network campaigns are advertisements that appear on search results pages both on Google search, YouTube, Maps, to Google Shopping when users type in keywords to search. Usually there is a marker with the words 'Ad' in bold black to distinguish between ad SERPs and those that are not.
In the example above, if you type the keyword 'cofee' then when the search results page appears, at the top there is the Cofee website and only the second rank is the Cofee website. This is to attract people within a certain area who want to buy Cofee products, by buying them at Cofee stores.
Shopping Campaign
Another type of advertising campaign from Google Ads is a shopping campaign. Ads displayed on search results pages are no longer just text or links that refer to landing pages, but can also include detailed product information such as prices and product ratings as well as on Google Shopping.
The benefit for website owners is that they get paid per click or impression on ads. The benefit for advertisers is that they can showcase their content in front of an audience that aligns with their target market and persona.
Some of the benefits of using display network ads is their reach. Google partners with more than two million websites and reaches more than 90% of all Internet users to help ensure ads get to as many people as possible.
However, it's possible that your ad will appear on websites you don't want or in front of videos that you don't want to be associated with your brand. If you're careful about placing your ads, display network campaigns can be a great place to gather leads.
Video Campaign
There are other types of Google Ads campaigns in the form of videos. These video ads are shown before, in the middle, and even after the YouTube video has finished playing.
In addition to videos, video campaigns also appear when users type keywords in YouTube searches so that they can then attract users' attention.
Through a video campaign, your company or business will be promoted through video ads displayed on YouTube as well as other Google Display Network properties.
Apps Campaign
Google Ads apps campaign can promote your mobile apps that can be downloaded on your smartphone or tablet through ads that are displayed in Google search results, YouTube, Google Play, Google Display Network, and many more.
With apps campaigns you can run ads that encourage your audience to download mobile apps. But if they're already using it, these ads are meant to take certain actions within the app such as signing up or buying.
Unlike other types of ads, you don't design an app campaign ad. Instead, just provide Google with the information and target audience of your mobile application, then submit a bid. Google will do the rest for you and show the app to the right audience.
How Google Ads Works
Well, now you know Google Ads and its uses to the types of campaigns that you can advertise on Google Ads. Now let's see how Google Ads works. Come on, see below!
Advertisers Set Goals
Before advertising, you are asked by Google to determine the goals or results you want from ad serving, such as increasing calls to your business, driving more visitors to your online store, or guiding people to visit websites or landing pages specifically for products/services.
Advertiser Specifies Bid Options
With Google Ads you can also choose what kind of bid or payment options, namely:
Cost-per-click (CPC). Pays the amount of how many users click on the ad.
Cost-per-mille (CPM). Pay an amount per 1000 impressions of the ad or 1000 times the ad is viewed.
Cost-per-engagement (CPE). Paying a large number of users to perform the action you want such as registering an account to watching videos.
Advertisers Bid on Keywords
So, advertisers first bid / bid on keywords or keywords. And there is not only one person who bids on the same keyword, so they must also compete with other bidders.
The bid you make is the maximum bid which means the amount of price you will pay to display an ad on various platforms by Google.
The winner of the bid/bid is placed at the top of the search engine results page (SERP), on Youtube videos, or on relevant websites depending on the type of ad campaign selected.
Price Determined by Quality Score
The bid that you have made is then taken by Google in the assessment process on the ad which will later provide a quality score. According to Google, the quality score is an estimate of the quality of your ads, keywords, and landing pages.
High-quality ads can result in lower payout prices and better ad positions. The results of the quality score ranged from 1-10. The higher it is the less you pay and the better the ad placement position.
Ad Position Determination by Ad Rank
Your quality score is combined with the number of bids on keywords which then creates Ad Rank or ad rank.
This Ad Rank determines the position of your ad that will appear on the search results page. And when a user sees an ad and clicks on it, the advertiser pays a small fee for that click (with pay-per-click or CPC options).
The position of the ad has an effect on the results to be achieved. The more users click on an ad, the more likely they are to reach the ad's goal (e.g. turn into leads to make a purchase).
The Best Ways to Use Google Ads
Well, now you know how Google Ads works. Here are some tips that are right and accurate in using Google Ads so that you can get maximum results when advertising, including:
Avoid Broad Keywords
One of the important stages of Google Ads is to bid on keywords and provide a price you can pay for those keywords.
So, keywords are very important for the success of your campaign in Google Ads. The selection of these keywords must go through a keyword research process using either keyword research tools or Google Keyword Planner.
Do not use keywords that are too broad or broad keywords such as “shoes”, “books”, because apart from high competition you also don't know what the user's intentions are with these keywords.
You can review what keywords are the most appropriate and can make conversions and bring customers to your business when doing keyword research first.
Ads Must Be Relevant to Search Intent
In the initial process, it is recommended to avoid broad keywords or keywords that are too broad such as “shoes” and “books”, because it is not clear whether the user's intention is only to find information about shoes or want to buy them.
If someone's search intent in typing shoes is only to find out "what are shoes", then it is not suitable for you to place an ad with a bid for the word shoes because users will not click on the ad.
Well, here you should be able to make an offer on keywords that have the word 'buy' because it is clear that users who type these keywords in search engines can bring conversions and become customers if your ad is felt to be the right solution for them.
Creating the Best Ad Headlines
The text on the ad can be the difference between your ad and competitors' ads. The ad text must match the search intent, align with the targeted keywords, and address the problem with a clear solution.
If you choose a Google Ads search campaign, then the title becomes the most important. The title is the first thing search engine users see to your potential customers. The ad headline must stand out among the other results on the first page of Google. Therefore, it is necessary to make sure that your ad has the right title.
Don't be motivated to make a title that stands out from the rest, you do something weird. Avoid clickbait. Not only will users dislike it, but it can also erode your business' brand reputation.
Optimize Landing Page
How to use Google Ads to get maximum results, don't forget to optimize your landing page.
Create a good UX (User experience) on the landing page. You don't want a bounce and users only see your landing page or website after being directed by ads without doing anything?
Therefore, create the perfect user experience for both the landing page or website page. Optimize your landing page to generate conversions, such as creating an account, downloading apps, and buying products.
Use clear call-to-action buttons so you don't get confused and have a bad experience when visiting the website, OK!
Advantages of Using Google Ads
Google Ads and its uses are not only limited to displaying ads and the opportunity to be seen by many people on Google platforms such as Google search, YouTube, Blogger to the Display Network. Here are Google Ads and their uses that can give you an advantage.
Increase Leads and Customers
One of Google Ads and its use is to increase leads/potential customer data and then become loyal customers.
Google Ads is one of the best tools for generating leads. If the Google Ads campaign is run correctly, it has the potential to get leads which are your business targets to go to the website, fill out the participation form, or something else.
Features in Google Ads can allow you to narrow the scope of ad serving to only people who are possible and suitable to be customers so you don't spend too much money.
Get High ROI
ROI or Return On Investment is a performance measure used to evaluate the efficiency or profitability of an investment and compare the efficiency of a number of different investments. ROI attempts to directly measure the amount of return on a given investment, relative to the cost of the investment.
Another thing about Google Ads and its usefulness is that you can get ROI or efficiency analysis of an investment that generates higher returns. Because Google's feature only makes you pay for ads that people click on instead of spreading ads everywhere in general that people who are not necessarily interested in seeing.
Of course this takes time. You have to figure out what kind of approach fits your business, testing each campaign from the look of transparent Google Ads campaign analysis results.
Advertise on High Traffic and Quality Platforms
Another reason why you should use Google Ads is because Google is a platform that has high traffic and dominates the market.
Google is proud to always serve ads that are relevant to its content, making Google continue to grow and improve its search engine algorithms to generate ads from the most relevant search results.
Therefore, if a business has more money to invest in advertising in Google Ads, then Google can bring high traffic and potential customers to the business from serving ads on its platform that many people use every day.
The leads or customers that you get through these ads are more likely to become customers and do what you want, such as registering an account, downloading applications, to filling out participation forms, than those coming from other sources.
Get to Know Your Target Market
Of course you want to know more about the target market of your business. One of Google Ads and its other uses can make this happen, you know!
Google Ads generates information about customer habits and requirements for you to study. Some of the data that Google may report to you includes the keywords they used to find websites, their location, the devices they use, and the time and day they searched.
You can use this information to improve your products and services, and to improve your marketing efforts to the creation of future campaigns in Google Ads. Thanks to this information, you're not wasting money on advertising to people who aren't interested in what you have to offer or weren't your target market in the first place.
Flexible Marketing Way
The last reason why you should use Google Ads is because advertising on Google Ads is a flexible way or marketing effort to do.
Google Ads is suitable for all types and sizes of businesses and organizations. Compatible with other marketing platforms as well as software systems.
You can customize ad campaigns to focus on users with certain types of devices, based on location, to their favorite Google websites or platforms that they often access, such as Google search, Google maps, or Youtube.
Another flexible thing about Google Ads is that you can also set your own advertising budget for specific campaigns.
Google Ads Fees
You already know everything about Google Ads and its uses, how Google Ads works, to the types of campaigns in Google Ads. If you want to advertise on Google Ads, you must be wondering how much it costs to advertise, especially on Google Ads Indonesia?
The advantage of using Google Ads is that you have complete control over the cost of advertising, so you can adjust the capabilities of your business.
However, the price for advertising on Google Ads can vary due to several factors, namely the quality score which describes the quality of the website to the ability to make an offer. The more quality the website and the good quality score, the cheaper the price for you to get a good advertising position.
There are several ways to calculate Google Ads costs, including when you already know the quality score and ad rank, then simply apply the formula:
Advertising Cost = (Ad Rank Position Below You/QS) + 1 cent (USD).
Furthermore, if you are still confused about how to bid on the right keywords, determine the CTR so that you don't get a good quality score, now there is a Google Ads service. Exabytes will help you in your desired business ad campaign!
Not only when creating a campaign on Google Ads, in an effort to use Google Ads for maximum results you also have to improve the quality of the website and optimize the landing page. This is where SEO services can help you make quality websites and content in Google's assessment.
Conclusion
Exabytes Friends, that's a complete guide to Google Ads and its uses that you can learn and make sure that you can try paid marketing channels like advertising on Google Ads, especially those who want instant and transparent results.
In addition, in Google Ads you are not only limited to one type of ad, there are 5 types of Google Ads campaigns that you can choose from, whether it be videos, product photos, downloading applications, to images displayed on websites with high traffic and aligned with your business audience. .
Plus now there are Google Ads Indonesia services to support services for the success of Google Ads such as SEO services for websites, so the opportunity to get customers is even greater! This complete service of cheap google ads services and quality SEO services includes free website audits, special account managers, easy conversion tracking, to complete monthly marketing reports, you know! Come on, start now!
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