What exactly is Google Adwords
Google Adwords is a platform that provides creative tools, predictive forecasting results, audience builders, and critical insights that allow online marketers to effectively deliver results to their clients. This revolutionary service is the most used marketing tool in the world. In the United States alone over $116 billion was spent with Google Adwords for their marketing services. The way marketing dollars are spent on this service is with a bidding system so it’s a true fair market pricing structure. Each form of advertising on the platform has a different metric that determines how companies are charged and bids calculated. The segmented bidding strategies are built in to maximize marketing & conversion value.
Google Adwords was built to ensure that quality companies have success
Not every company is a good fit for the platform. It is Google’s mission to only showcase the best companies. With that being said, that doesn’t mean that it’s a platform for only large or nationwide enterprises. The majority of advertisers that utilize the service are local small businesses. Google values companies who are selling quality products/ services, produce creative ads, provide honest messaging, and have well built websites with original content.
Ways to market your business on Google Adwords
There are three ways to market a business on Google Adwords, search, video, and display. Each of these mediums is built to achieve different objectives and specialize in different strategies. We’ll attempt to give you a basic understanding of each one separately and why they are important.
Search marketing:
What is it?
Search Marketing is competing in ad placements in search results. The first 3 and last 3 spots in a search results page are typically ads. This gives advertisers an opportunity to manually display their website’s link to the right users during their related keyword search. This is done by bidding on certain keyword or phrases that align with demographic and geo-location targeting options. This type of marketing is preferable because an advertiser only pays when their ad is clicked and their ads are being clicked by in-market audiences actively searching for their product or service.
Why is it important?
Search marketing through platforms like Google are considered the best way to reach consumers looking to make a hiring/purchase decision now. This is the best way to reach an in-market consumer because they are making a deliberate action to either find a service or a product. A quality Google Adwords account manager will be able to display your search ads in front of the right consumers at the right time. Over time our account managers will analyze keyword & bidding data to drive more efficient ad spend therefore raising ROAS & ROI.
Video marketing (Youtube & 3rd parties):
What is it?
Create a brand and educate the community about your product/service using video marketing. This advertising format is a perfect way to utilize specific user targeting tools to find the right audience on their desktop computers or mobile phones that give them a quality visual advertising experience. Video ads are engineered to drive brand recognition, product/service knowledge, and company credibility. When using the Google Adwords platform, advertisers have the option to showcase their clients videos on YouTube and on 3rd party website in-stream videos.
Why is it important?
Video marketing is one of the most effective formats to build a brand image and showcase a company message. Users tend to recall video ads more than any other format. A noticeable improvement from the traditional television model to the now digital video ad experience is that just like other digital formats, digital video ads are highly targetable. This ensures that you’re not just blasting an ad out, you’re targeting to a specific audience interested in what you have to showcase. The way video marketing is paid for is even better. There are multiple options to choose from but our favorite is Cost Per View (CPV). This bidding option only charges advertisers when a video is viewed to completion or 30 seconds, whichever is longer.
Image display marketing:
What is it?
Image display ads are image ads that have the ability to appear on millions of 3rd party website and apps. Image display marketing is highly customizable and can be used for a wide range of purposes. This type of marketing is a proactive because in most cases advertisers are targeting a group of users they want to attract to their business or products. Platforms like Google’s give advertisers powerful targeting tools based on data that they’ve collected on users across the internet. A few examples of targeting categories is Affinity Marketing & In-Market Audiences. These profiles are built based on users search history and data that they provide to search engines.
Why is it important?
Because of the ability to reach a high number of users on both mobile and desktop screens, many advertisers use this form of marketing to introduce the brand, showcase sales, and to attract previous website visitors. The low cost per impression of image display advertising leads most marketers to increasing the frequency of the ads seen per user to increase brand/product/hiring consideration. Ad reach and frequency benefits of image display marketing gives companies the ability to quickly market to the right audience and spread their message to increase the conversion they are looking for.
