Successfully selling your products and services relies on your ability to get in front of as many people as possible. Just like traditional brick-and-mortar stores, people find your products as they browse, but with e-commerce, your reach goes far beyond your physical location.
Instead of waiting for people to find you, digital advertising proactively gets you in front of leads. With native ads, content discovery networks like Taboola and Outbrain and even social media marketing, people around the world are exposed to your brand.
But there’s still one more way to get noticed. By leveraging the power of Google Ads, you get in front of people who are already searching for the types of products and services you offer. But if you’ve never used Google Ads, it seems intimidating.
That’s why we’ve put together this Google Ads guide to show you how easy it is to get started. We’ll walk you through how Google Ads work and how to get started so that your campaigns get noticed online. Note: Have you ever been confused by Adwords, Google Ads, Google Display Network, YouTube ads – and how they all use the same Adwords platform? You’re not alone.
That’s why on July 24th, Google rebranded this to just Google Ads. Hopefully, that clears things up a bit. What are Google Ads? Google ads are everywhere. You’ll find them at the top of Search Engine Results Pages (SERPs) when people search for certain keywords, like “how do I do this…,” on the side of web pages and even in YouTube videos.
Depending on where you want to focus your advertising, there are five kinds of ads to choose from: search, display, shopping, video and universal app ads. Let’s say you’re an online shoe retailer; here’s a look at how each of these ad types works:
These are the ads that appear at the top of Google searches. If someone searches for “the best running shoes,” this is what the ads look like:
Before people even get to the search results, they’re given a list of options to click on. When you incorporate the keywords entered into Google, your ads appear at the top of the list of search results. The difference between these ads and the other search results is you pay to be seen, while standard search results show up based on the SEO ranking. When people search for words related to running shoes, your ad automatically shows up.
Search ads are beneficial because they appear when people are already searching for products like yours. By paying for an ad, you make sure that your products are seen first before your competitors.
The main difference between display and search ads is that unlike search ads where customers have an interest in what they search for, display ads are geared towards people in the awareness stage of the buying cycle. They may not be looking for specific products like yours, but showing ads that offer perks — like a free guide for new runners — will get leads to click and enter your sales funnel.
Choosing keywords for display ads is a little different from search ads. Instead of “running shoes,” try related keywords like “upcoming races in New York” or “running groups in my neighborhood,” and your ad will appear on websites that Google determines are a match for these keywords.