January 30, 2020

Marketing

Google Ads

Why use Google Ads?

Why use Google Ads

  • Reach - Google has over 2+ trillion searches a year (5 billion per day)
  • Targeting Capabilities - Target specific audiences based on their demographics, behaviours, interests, how they have interacted with your site before and more!
  • Harness Your Target Audience’s Intent
  • Budget Control - Set flexible budgets from $5 a day that you can increase, decrease, or stop instantly.
  • Boost SEO Results - Be in front of customers that may not have heard of your brand before.
  • Brand Awareness - Be on page one of Google that may take years to achieve with organic search optimisation especially for broad competitive words e.g builder christchurch

Types

  • Google Search
  • Google Shopping
  • Display Network
  • Video Advertising
  • Mobile/App Advertising

Search Ads

People generally use Google with a specific intent or question in mind. They search for answers to their questions, or find specific products or services.

You can create text ads, these generally appear at the top and bottom of each page of Google. If it’s relating to a local service you’ll find 4 ads above the map and always above any organic results. The searches you show up for is highly related to the keywords behind the ad and in the ad copy.

Shopping

This type of ad is perfect for when a potential customer will be specifically shopping for products/product categories (ecommerce companies).

It shows the images, prices and reviews of items Google thinks is relevant to the search enquiry.

There’s even a tab along the top of Google, related to shopping now.

Display

The majority of a user’s time online is spent consuming and engaging with content, not searching on Google. Because of that, getting in front of users as they engage with content relevant to your product or service is a great way to build brand/product/service awareness.

As the consumer is not actively searching for a solution this type of ad is best for awareness rather than immediate conversions.

Video

This is technically still a display ad but with a video format - usually on YouTube.

YouTube, owned by Google is the second biggest search engine, and the third most-visited site on the web (after Google and Facebook).

The right targeting and keywords will place the video ad in front of the right audience disrupting their behaviour and grab their attention.

Mobile / App

The time spent on apps is increasing year on year, with users now spending an average of five hours per day on their smartphones.

Ads on apps allow you to reach users at times when other marketing channels can’t, for example as soon as people wake up, the commute to work or during meal-times.