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Google AdWords – Importance in Digital Marketing – Google AdWords is an online advertising platform developed by Google, where advertisers pay to display brief advertising copy product listings, and video content within the Google ad network to web users. Google AdWords system is totally based on Cookies and partly on keywords determined by advertisers.

Google Adwords Importance in Digital Marketing Types of ads in adwords Search ads video ads shopping ads universal app campaigns

Importance of Google Adwords

Google Adwords is a simple and the most effective platform through which, we can reach a highly specific audience by using text and images in a creative manner.

Google Adwords helps in improvement of sales cycle in B2C as well as B2B Businesses. It’s all about how you merge your campaign with your other online marketing efforts.

When a user searches for some specific terms, you can make sure that your ads appear in the search engine results. This is the simplest way to get your company listed at the top of the search engines for specific keywords, and you don’t have to pay for the ad until someone clicks on the ad. At the same time, you can set a strict budget so you will never pay more if there is a sudden split in interest around your keywords.

Types of ads in Google AdWords :

Now, let us look at each of these ad types in detail :

A) Search ads : 

When a user searches for something on Google, the list of ads that appear above the organic listing are called search ads.

The ones marked “Ad” are ads.  And, the results below that are organic.

Important factors in search ads : –

  • Targeting
  • Search term and keyword
  •  Ad copy relevance
  •  Landing page experience
  • Conversion rate
  •  Bids
  •  Quality score

B) Display ads :

While you are reading a post or viewing a video on some random website, you see ads in a lot of separate places on the page, and in an aspect or feature of a situation. These are display ads. Here the searcher is not in a clear and detailed manner looking for what is ad offers. These display ads only appear on advertising-supported websites.

C) Shopping ads :

If you are a retailer, this campaign type would make more sense for you. This ad type boosts traffic to your website and helps in produce or create quality leads as well as increasing your conversions.

Requirements for running shopping ads:

*Setup an account with Google Merchant Center It is a platform that helps retailers to upload all their product listings in a specific formation.

*Setup an account with Google Ad Words & link them together.

*Submit updated product data every 30 days to Google Merchant Center.

D) Video ads :

This ad type lets advertisers run video ads on YouTube and other Google Display Networks.

The 3 main benefits of running video ads are:

1. Better targeting – This ad type has structure of populations, location, interest, keyword and device targeting which helps you reach the right audience on YouTube and Google Display Network.

2. More reach – As of January 2017, YouTube is the 3rd most visited website and has 30 million visitors every day. Additionally, video ads are also available on Google Display Network. This means that you have access to a wider audience.

3. Measurable – Unlike advertising on TV, YouTube ads let you know all the necessary metrics like views, view rate, clicks, reach and frequency, engagement, performance etc.  This helps you measure the success of video ads.

E) Universal app campaign :

This campaign is helpful for businesses with a mobile app. Here, the advertiser can promote the mobile app across search, Play Store, Display & YouTube. Ad Words uses ad text ideas and other assets right from your app store listings. All you need to do is provide some text, a budget. and a starting bid. Also, don’t forget to set languages and locations for the ad.



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