Intro to Google Advertising

Google is without question the world’s premier search engine. But it’s become even more than a search engine since it’s humble beginnings. Today, it also happens to have what is arguably the most powerful and far-reaching advertising network in the world.

Today, with Google AdWords, you can put your offers in front of motivated buyers as sponsored search results. This means people are seeing your ad at the very moment they are searching for your solution. What could be more powerful than that?

Then there’s the Display Network. Ever notice all those image ads in the sidebars, top, and bottom of almost every website you visit? And more banners mixed in within content? Often retargeting ads for a product you recently viewed? There’s a good chance most of those were part of the Google Display Network.

When you combine the perfect timing of search result ads and the far-reach of the display network with the very reasonable cost per click of Google AdWords… it becomes a must-have advertising solution.

Here are some stats that paint a clear picture of why you should be using Google Ads. Google owns over 70% of the search market share. They officially have the world’s largest ad network. Google’s display campaigns reach a whopping 80% of global internet users. When people see display ads, they are over 150% more likely to search for the brand and segment-specific keywords.

And even if you were planning to just focus on organic SEO, you need to have Google ads in the mix. Almost 90% of traffic from search ads is NOT replaced by organic clicks when ads get paused. For people searching with real buyer intent, the ad spots at the top end up getting around 40% of the clicks on the SERPs. And almost 100% of searchers go with businesses they see on the first page of the SERPs, so getting those sponsored results up there is a must.

In case there was any doubt about the effectiveness of these ads, here are a few more stats. On average, marketers make $2 in sales for every $1 they spend on Google ads. On mobile, around 70% of searchers take action within one hour and 70% say they call businesses directly from Google Search (yes, you can have your clickable phone number right there in the ad). All these stats probably explain why over 70% of these businesses plan to increase their ad spend in the future.

So we’ve gone over why you should be using Google advertising in your business. Now let’s talk about setting some goals.

Types of Advertising

Now that you’ve got your goals established, it’s time to start cranking out some quality ads. Let’s look at some of the types of ads you can create and leverage in your marketing.

Search Ads

Search ads are the ultimate “perfect timing” advertising method. These are ads that appear above, below, or next to search results. They are “native” which means they look more or less like organic search results, save for the single word “Ad” in a tiny box next to the URL. These ads show up based on keywords that you targeted during the ad creation process, as well as any other criteria or parameters you specified such as geographic location.

The great thing about search ads is that you’re literally putting your solution right in front of people exactly where they’re looking and exactly when they’re looking for it. The value of offering a product or service at the very moment someone is searching for it is absolutely priceless. What’s more, you only pay when people click your ad or take another specified action like calling your business (yes, you can set up phone call ads). So even when people don’t click, you’re getting free exposure with your business name and brand being put in front of countless eyeballs.

Search Remarketing

As if search ads weren’t already cool enough, with search remarketing you can take your ad spend efficiency and ROI to a whole new level. Unlike standard remarketing or retargeting which follows people around the web, search remarketing is still something that happens on the Search Engine Results Pages (SERPs). It allows you to show search ads specifically not just to people using your targeted keywords, but people using your targeted keyword and who were recently on one of your web properties. What does this mean? It means you are finetuning your ad campaigns, and your ad spending, down to a super-qualified group of prospects. This means more bang for your buck and greater ROI in the long term!

Display Ads

Google’s display ads appear on more than 2 million websites around the web. If your audience is online, there’s a very good chance they’re spending time on a site that is part of the display ad network. And it’s not just websites. These ads are displayed now on hundreds of thousands of mobile apps!

There are a few types of display ads. First, there’s text. These are basic textual ads with a headline, a couple of lines of text, and a URL. Second, there are banner ads. These are the actual image ads that you see in the sidebars, the tops, and bottoms of pages, and snuck in here and there in the middle of content as you scroll down through a blog or forum page. And it’s not just plain images. These can be rich media, interactive elements, animated images, and more! More recently you can even put your ads right inside of Gmail!

Video Ads

Arguably one of the coolest advertising developments in recent years, YouTube video ads are an incredibly powerful tool. All you need is a short video. This can be a talking head video of you, an animated video, anything. Using the AdWords ad creation process, you can then make YouTube ad that displays in front of relevant or targeted people on YouTube. Your video will appear either in the search results, in the related videos column, or can even play automatically at the beginning of other videos using the “TruView” system. Not only do you get to target and put these video ads in front of the perfect audience, but you only pay when people express interest in your ad! So, all of these advertising methods are clearly great and present an incredible opportunity to help you grow your brand and your business. But none of this information is worth anything if you don’t implement what you’ve learned. With that in mind, make sure you implement the steps of the following battle plan right away!

Battle Plan

Step 1: Determine your advertising goals.

Step 2: Get your relevant web properties ready to receive traffic.

Step 3: Do some research to determine the best keywords and other parameters.

Step 4: Choose your best ad type and start creating ads

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