Google seems to be busy making its services more convenient and user-friendly to its customers. Considering this, Google AdWords was replaced by a more enhanced and advanced tool named Google Ads in June 2018. Now you will use this latest and more effective platform for your Pay-per-click (PPC) ads full of features and a better user experience. It is a ready-made platform to advertise your small businesses following some easy steps at different Google networks.
These Google Adwords updates changes will help in creating, managing, and optimizing ads more efficiently. Apart from this, learning is also a factor when you are adjusting to new tools. So, following this detailed blog will guide you with the most out of the new Google Ads tool. It will include multiple campaign types and ad ideas, the inner working of PPC campaigns, account setup, and best practices related to the landing page, etc. It will also help you understand the statistics and analysis about your ad advertised through Google Ads.
1. Meet the New Google Ads
Google AdWord's new interface provides you with exciting features listing, most importantly, unified access to both Google Display Network (GDN) and Google Search Network. Some new tools and features introduced in this interface include:
YouTube ads location extensions
Targeting life event on YouTube and Gmail Ads
Google optimize to streamline landing page testing
Page speed tool to revolutionize the mobile experience
Google Assistance, for integrating mobile search with offline shopping experiences
2. How Google Ads PPC Works
Some key components define the raking and optimized results for your ad. One of the essential elements is pay-per-click (PPC), which needs a clear understanding for enhanced results.
Whenever someone performs a Google search, an auction process happens following that Google search, which will in the backend finalizes the search results and determines the order and ranks for the ads appearing on the search results pages. Its concept lies in particular keywords. For example, when you enter a specific search term in the Google search box, the search engine will match all the keywords related to that term and finalizes the results regarding the relevant ads to display them on the search result page. The system will entirely or partially ignore ads that are irrelevant or unrelatable to the searched term. After this, shortlisted ads will be ranked as per their keyword uniqueness, better SEO (self-engine optimization), and other parameters. The two parameters that determine the ad ranking are; cost-per-click (CPC) bid and quality score.
So, you can more or less say,
Ad Rank = CPC bid X Quality Score
Among all the parameters, CPC and ad ranking are significantly controlled by the quality score. It has a significant influence in determining the values for CPC and ad ranking. To understand how quality score affects and defines the ad's quality, let's take a more in-depth look at how it works.
Quality score directly depends on;
The defined keywords for the ad
Keywords and Ad group relevancy
The user experience for the searched page
Ad text's relevance
Past performance of Google Ads account
Quality score is performed by an overall estimation of the ad auction. So, this can be seen by monitoring the "status" of the keyword in the dashboard.
3. Google Ads Campaign Types
Among the multiple Google AdWords campaign types, deciding the better option for your advertisement can help you get maximum ad dollars. Let's have an overview.
Google Search Network (GSN)
The well-known and widely used method for running the PPC ads is through the Google Search Network. This method has a straightforward approach. When you advertise your PPC ads through GSN, it will show your ads on the search engine result pages (SERPs). You can enhance and maximize your reach by involving the search partners through extending the targeting. It helps you to increase the appearance of your ads on the SERPs of the search engines.
This approach is highly profitable and effective to use. It uses your keywords and targets the most relevant audience using their search terms. It will then show them precisely those products for what they are looking for and the offers and services you provide. Using this approach, you can also quantify and measure the return on investment (ROI) with ease.
This campaign type suits more those with a limited ad budget and a specific service or product type for which the searchers are looking for a particular demand. (e.g., mechanic, electrician, etc.). Search results will show precisely the services and products about which the searchers are looking for.
Google Display Network (GDN)
It is a more advanced and active approach for advertising the ads. Using this method, you can have access to almost of 90 percent internet users. It employs more than two million websites (e.g., YouTube, news sites, blogs sites, and other social platforms). All these platforms lie within the Google Display Network, providing a display center for the searchers to find what they are looking for.
Using this campaign type, it becomes beneficial to provide awareness about a particular brand, product, etc. You can also increase the visibility of the product and also broaden its reach to the searchers. Besides, this campaign also shows an increase in clicks whenever a searcher performs an organic or brand-specific search.
Google Display Network can also be useful in a lengthy sales process (e.g., luxury products) in which you can use remarketing for your customers to move them using the sales funnel.
Most attractive products (e.g., interesting on photos) are more profitable to show in ads through GDN because it has some cool features that help you drive more traffic and catch more audience towards your product.
It should be focused that you target specific options on those sites mostly visited by particular customers. There is a lower click-through rate (CTR) in GDN ads than the GSN. So, keep in mind, if you want to check your analytics, try to segment your campaign accordingly.
Search Network with Display Select (SNDS)
Were you looking for a hybrid campaign type? Then you are right if you choose Search Network with Display Select (SNDS). It works using the qualities of both GSN and GSN. Running SNDS for ads makes it possible to show your ads on a series of criteria by matching them with the publisher websites across the GDN. It includes necessary keywords and purchases purpose etc., in making the content be displayed alongside the most relevant content.
As compared to the GSN and GDN, SNDS provides an increment to the reach of the campaign. It also speeds up the click-through rates and minimizes the cost-per-conversion. However, utilizing SNDS also has some disadvantages. For example, you have to handover a significant control of your ads over to Google, which means you still have to manage your campaigns on GSN and GDN separately.
Google is continuously improving its products and services for its customers. It has recently provided its customers with the most advanced and featured advertising platform, i.e., Google Ads. It helps you access your ads, allows you to have better insights, suggests you deliver in a user-friendly manner, and yields excellent results and statistics.
Besides new and advanced technology, this platform allows you to monitor and pay attention to any significant change in your statistics and metrics whenever new features arrive. This way, you can have better control over what your customers are wishing.