Paid media is one of the most effective and efficient ways to market online – it’s fast, delivers great results, and can be customized to fit a specific audience. One of the principal platforms for paid media is Google Ads, Google’s comprehensive and diverse network of advertising opportunities.
Google Ads comprise a host of different advertising solutions, each with its own unique benefits and functionalities. It is not a matter of one being better than another; rather, marketers should look at which Google Ads service best fits their marketing objectives.
If you are interested in learning more about Google Ads and the different offering the service has, we’ve got you covered.
Search Engine Marketing
Google Search Ads, a form of Search Engine Marketing (SEM), is one of the primary Google Ads services and was previously known as Google Adwords. With SEM, you can ensure that your website and ads appear atop Google’s first page of search results.
Google Search Ads appear like a general search result to the user. Most consumers show disdain for ads and prefer to avoid or ignore them, but with Search Ads, the advertisement feels natural and is undetectable on first glance.
Considering that most users don’t click past the first page of search results, appearing at the top is the prime position. Businesses in highly competitive industries that are reliant on search engines should consider this method of paid media.
Display Ads
Display Ads are a form of Google Ads that appear on 3rd party websites and which look like your traditional digital advertisement. It is likely you have encountered these ads before while you scroll the internet.
Display Ads are visual and are designed to catch the attention of users and deliver quick information about a brand, product, or promotion. Considering that most internet users will avoid ads altogether, you will want to make sure that your ads are not obnoxious!
Google Shopping Ads
Shopping Ads are a preferred method of advertising products on Google. Taking a page from ecommerce sites, Shopping Ads are made to look like listings on an ecommerce site. Brands can list their product photos, prices, and product features much like you would see on a site like Amazon.
Since Google is not an ecommerce site, Shopping Ads will link a user to your website to complete a purchase. This is great for gaining customer data to be used for targeting or remarketing campaigns.
Track Your Ads
Like most Google products, Google Ads is intuitive to use and easy to learn. Their comprehensive system gives users full control over what their ad looks like and where their ad goes.
It also has a designated analytics section where marketers can track their campaigns and evaluate their return on investment. From the data provided, marketers can additionally draw conclusions on how they want to tweak their campaigns for better results.