Google Adwords

Adwords is Google's online advertising service, where advertisers pay money and Google advertises their business to right people. The special thing about Adwords is that we have to pay money only when the visitor takes any action on our business ad, interacting with it such as clicks on the website or calls. We can advertise our business by Google with the budget we want.

How Google Adwords Works?

The specialty of Adwords is that we can show ads to targeted visitors. There are lots of things in Adwords through which we can reach the right people and show them our ads. Google Adwords can serve ads by Search Ads, Display Ads, Video Ads, App Ads, Shopping Ads.

Types of Google Adwords

Adwords has various ways to send the ads to every user. We can show our business ads to users by running Campaign through Adwords. The types of campaign that we can run on Google Adwords are listed below:

SEARCH ADS

These ads appear in the google search engine. Here we have to pay cost per click to Google. We have to choose a keyword and when the google keyword will be searched, then we can get visitors to our website with ads. We can give our business phone number and will be charged only when the visitor calls us or visits our website.

Which ad will be shown in the first position on Google and which will be on second is determined on the basis of ranking system. Ranking system is analysed on the basis of keywords, bid, landing page quality, etc. For this type of campaigns we can go for special campaigns rather than standard campaigns. Some of special campaigns are listed below:

• Dynamic ads

This is a great feature of Adwords. Suppose our company provides service for 'Online hotel booking'. Now if anyone searches for 'Book hotel in Goa' in google, then Google will automatically generate headline in which 'Book hotel in Goa' keyword will be displayed. After clicking on the ad, visitor will visit Goa hotels on the page of our site. But for this we need to have a 'Goa hotels' page on our site, then only Google will show this result.

• Call Only Ads

In this ad campaign after clicking the ad visitors does not go to the landing page rather calls the business. Call Only Ads is available only in Search Ads.

• Mobile App Promotion

In this campaign we can promote our mobile app on google search, display or youtube networks and increase downloads.

DISPLAY ADS

Display Ads are being used in millions of websites and a lot of mobile apps. With this, we can promote our business well and get new customers. We usually see ads banner, text ads on a website, in the content's interstitial or sidebar. These are display ads. These ads are shown on the websites which uses Google Adsense. Display Ads can also be shown in Mobile App. Apart from this display ads can also be shown on Gmail.
In these advertisements we can select keywords so that ads are displayed on related websites.

VIDEO ADS

The special thing about video ads is that we have to pay money only when users see our full ad. We do not have to pay money for the users who are not interested in our business. You must have seen advertise before video starts on youtube. This is called a video ad, which is shown by Adwords. Video ads can be shown on youtube as well as on Google partner sites.

There are different types of video ads such as stream ads, discovery ads, bumper ads.

• Stream Ads

In this ad video will be shown for 5 secs then after we get the option of skip video. Advertiser have to pay only for the full view of 30 seconds advertisement. If the visitor clicks on the link before 30 sec then also the advertiser will have to pay.

• Discovery Ads

This ad format only shows thumbnail. When someone clicks on thumbnail then only the money is charged. These ads are shown in youtube search page, home page or related videos on youtube.

• Bumper Ads

In this ad format there is no option of skipping the video. This a short video that can be used for brand awareness. This ad format is based on cost per impressions. The money we pay is only when 1000 impressions are available to our ad, which means that when thousands of people will see it.

SHOPPING ADS

Shopping ads are very good for retailers. This is a great way to bring traffic on our product site. There is also more potential to buy a product because with the text the product's pic, price, store name, etc is shown here. If we want to run these ads for our product, then we have to create an account in Google Merchant Center and then link it to the Adwords account.

UNIVERSAL APP CAMPAIGN

In this ad format mobile app is promoted everywhere like search result, playstore, display network, youtube. Universal app campaign is a great method to increase downloads of an app. In this ad format we have to pay money when the app is installed or if action is taken on the app like signup. This is called cost per action.

Benefits of Google Adwords

Google Adwords is a great method for business owners to increase awareness of their brand.

• Traffic is our target. People are shown ads on the basis of their interest.
• Advertisers in Google Adwords can target audience by Geo targeting. It means we can show our ads in a particular place.
• Adwords gives us the choice of choosing the time of commencement of ads and the duration of showing ads.
• We can do re-marketing with the help of Adwords. It means if a visitor visited our site and do not purchase anything then we can show ads to them so that they buy our product.
• We can change our budget anytime in Google Adwords.