Describe Google ads

Google AdWords is one of the most effective platforms for sponsored advertising. It not only provides you with a wide selection of advertising alternatives, but it also connects you to users of the world’s two largest search engines—Google and YouTube—as well as a network of millions of websites where you can place ads.

However, not all Google ads are appropriate for every situation.

It’s best to begin by learning the essential vocabulary and becoming familiar with the various Google Ads campaign types accessible to you and what you can reasonably expect from each. This is true whether you plan to manage your Google advertising yourself or hire a professional. With this approach, you will have a thorough understanding of the platform’s capabilities.

 Google Ads and many other paid digital advertising networks share numerous commonalities. The pay-per-click (PPC) business model ensures you only incur charges when a visitor visits your website. You may target consumers based on specific behaviors and demographics, set flexible budgets (as low as AED 18), and get rapid, quantitative feedback on campaign results.

 Google Ads’ ability to reach clients in three separate ways—via search, display, and video ads—makes them especially compelling. This section delves into the types of campaigns that fall into these three categories.

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Google ads

 Unlike social media, customers often use search engines for a specific reason, such as looking for information, finding answers to problems, or finding specific products or services. As a result, Google is an effective marketing tool for many businesses.

 You can use the average monthly search volume for a specific query, the estimated cost per click, and other Google-provided data to guide your advertising decisions. You can use search ads to showcase your products and services in the search results for a certain query, as well as target people in a specific region.

 Consider marketing plant-based protein powder. Google receives more than 200,000 monthly searches for “protein powder,” but much fewer for “vegan protein powder.” Google will allow you to place separate bids to advertise your brand on either of these terms, but the more precise search term will most likely convert more effectively because it is more relevant to your product.

 You can create text advertisements in search results, branded with “Ad” in a tiny box, or create Google Shopping feed ads that expose crucial purchasing data such as product photos, pricing, and ratings, which are excellent for many e-commerce businesses.

Let’s talk about the many categories of search ads:

Custom Google searches.

 The goal is to attract people who are specifically searching for your brand online.

 A high degree of audience relevance. (They are attempting to find you.)

 We anticipate a low cost per click of AED 11.

Suggestion: All businesses, regardless of size or industry, are likely to experience sales when there is search intent for their specific brand. If resources allow, make this campaign a major priority.

 Branded keywords are the exact names of a product or brand. For example, the terms “Apple phone” and “iPhone” are synonymous with the corporation.

 Even if your website already ranks naturally at the top of search results, you may not want to bid on your brand name. However, doing so allows you to highlight certain information (using Google’s ad extensions) and designate the page where you want visitors to land. Additionally, it protects you from competitors who may bid on your name or other trademarked terms.

 Because your URL and advertisements will be extremely relevant to visitors searching for you, CPCs for branded searches are often lower than for other search campaigns. Be cautious if your advertisement appears for both related and unrelated keywords.

 If you were promoting Apple iPhones, you would avoid terms like “apple picking,” “apple cider,” or even “how to upgrade my Apple iPhone” and instead focus your targeting on appropriate keyword match types and negative terms.

Branded search marketing can help with brand awareness campaigns because the number of people who search for you determines your potential revenue. For example, a pop-up store or a viral Facebook video could boost brand name searches.

 Implementation difficulty: If you are new to search engine marketing, you may find it challenging to implement this type of campaign. There could be a need for external or internal resources. However, maintaining a branded search requires little effort, so prioritize it if possible.

Google search advertisements without branding (generic).

Goal: Contact potential customers who are interested in purchasing your products but are unfamiliar with your brand in order to produce qualified intent-based traffic and acquire new clients.

Low-to-medium audience relevance

 The estimated cost per click ranges from AED 3 to AED 73.

Please do not prioritize this strategy over the more successful initiatives on this list. However, generic, non-branded searches should be a major priority for brands looking to improve top-line revenue and gain new customers.

 Non-branded search campaigns, as the name implies, target keyword phrases that do not expressly mention your brand or products. As a result, your expenses are likely to rise because you will be less relevant to users, particularly for more general keywords (such as “purchase pillow” versus “organic goose feather pillow in downtown Toronto”).

 We designed this campaign to effectively increase the number of new clients and visitors to your website. However, these campaigns can provide advertisers with a positive return on ad spend (ROAS) and a large potential audience.

 Remember that a customer’s lifetime value from your brand is what determines their worth, not simply their first transaction.

Implementation difficulty: Like all other search campaigns, this one can be tough to implement. For these campaigns, you’ll require a large team to manage and test your creative and landing sites. You also need a lot of funding to see results. Obtaining support is crucial to ensure the proper management of these efforts.

Search without brands (niche)  

The goal is to attract new clients from specialized markets that match your unique services.

 Medium-to-high audience relevance. The more relevant you are to your audience, the more specialist that audience is, and the better your product is suited to that technical audience.

 The anticipated cost per click ranges from medium to high, depending on competition and the value of customers or orders to other advertisers.

 Businesses that sell specialized goods or target a specific market within a non-branded product category, such as “old NFL game memorabilia” or “vegan deodorant,” are suggested.

Niche, non-branded search campaigns, as opposed to generic, non-branded ones, are often less competitive. This is because they are more specific, and if your products match what they are seeking, you will become more relevant to the searcher’s intention.

 If your firm and products are a good fit for niche marketing, you should consider launching this campaign. Niche marketing, even outside of the context of Google AdWords, makes it much easier for businesses to gain traffic and, perhaps, a positive ROAS since it provides a more targeted audience that is easier to identify and focus on.

 It is common to mix generic non-branded search with specialty non-branded search. However, for the reasons stated above, it is reasonable to categorize and discuss this traffic in its campaign.

 This campaign type allows you to sell third-party items by bidding on the specific branded keywords associated with them. You can even use these brand names in your ad content if you purchase these keywords and link to a landing page that displays those products.

 Implementation difficulty: As with other search initiatives, this campaign type is tough to set up and manage, requiring enough resources.

 Google Ads-types -Competitor-Search-Example: A competitor search campaign

 The goal is to acquire new clients who may be unfamiliar with your firm or its products by putting your name in front of people seeking competitors.

 People are searching for a specific competitor rather than your brand, indicating low audience relevance.

The estimated cost per click ranges from AED 3 to AED 73.

We recommend them for businesses looking to acquire new consumers who are already running profitable marketing campaigns, retailers with high LTVs, and those actively experimenting with different client acquisition techniques.

A rival search campaign is essentially a reversal of a branded search campaign. You bid on searches that include your competitors’ branded keywords, rather than your brand’s name and products.

 Although it appears to be a good idea, diverting traffic from the terms of your most direct competitors might be costly because searchers are unlikely to be interested in viewing you, a competing company.

 This strategy is generally employed by brands that can justify the increased costs of acquiring a new customer with a potentially higher average order value or lifetime value. Otherwise, you may not have much success with this strategy.

 This might be a very profitable campaign for you if a company isn’t purchasing its traffic or has a low level of brand loyalty among its clients, and your product is an equal or better option.

 (One of the primary reasons we strongly recommend owning your own trademarked phrases is to avoid this type of disruption from a competitor.)

 Note: You cannot use your competitor’s name in your advertisements if the website you drive people to does not sell their products, and you should not use dynamic keyword insertion when purchasing your competitor’s branded keywords.

 Implementation difficulty: This search campaign is tough to carry out and may cost money, as do any search attempts. We should set aside resources specifically for controlling this.

The Ultimate Beginner’s Guide to E-Commerce SEO discusses how to get more Google traffic to your store.

Google Shopping Ads (branded)

Goal: Use branded keywords to attract searchers, particularly those looking for your items or categories.

A high degree of audience relevance. (They are attempting to find you.)

Low anticipated cost per click (AED 11).

Businesses that sell actual products and have previously invested in increasing brand awareness, as well as those that are experienced in making changes within Google AdWords, can put up this type of campaign.

 The user experience with Google Shopping campaigns is frequently excellent: after doing a specific product search, the customer is shown images, pricing, and reviews of products that Google deems are relevant. When customers click on the advertisement, they are taken directly to the product page.

 Visitors that search for your brand are more likely to convert, so setting up branded shopping as a separate campaign will help you grow traffic from this source while also managing your money more effectively. Otherwise, shopping campaigns will automatically incorporate both branded and non-branded traffic.

 Without a segmented campaign strategy, non-branded traffic will always dominate branded traffic, and the majority of your budget will likely be spent on non-branded terms with low conversion rates. As a result, if possible, segregate branded traffic into a separate shopping campaign (and reap the benefits).

 Implementation simplicity: Shopping campaigns are generally easier to set up than search campaigns. Install Google Channel for Shopify or manually configure Google Merchant Center to create a successful product feed from which Google can extract. To distinguish between branded and non-branded search traffic, create separate campaigns for each category, employ negative keywords, and prioritize your keywords so that only certain queries see your ads.

Google Shopping Ads (non-branded)

 The goal is to attract people who are specifically looking for the product categories you sell but not for your branded products.

 Low to medium audience relevance (They aren’t necessarily seeking your products, but rather your product categories.)

 Medium-range estimated cost per click (up to AED 73).

 You are recommended for: the vast majority of firms that promote tangible things. Unless you have specific goals for new customers, expansion, or top-line revenue, you should not prioritize this type of marketing over other profitable campaign types.

 Similar to the previously described branded shopping campaign, you may create a second campaign for non-branded Google Shopping.

 Non-branded shopping campaigns perform in the same way that non-branded search marketing does. These are almost always things that e-commerce companies should accomplish if they have the resources. If you don’t have any branded products, your regular shopping campaign will be completely non-branded.

 Implementation simplicity: While separating branded from non-branded traffic requires some setup, you can establish separate non-branded shopping campaigns and allocate a specific budget to each.

Google Performance Max

 Goal: Use machine learning to create profitable orders from Google Shopping, retargeting, and display placements.

 Audience relevance is variable since it mixes multiple marketing types into one.

 Low to medium estimated cost per click (up to AED 11).

 Shopify merchants who want to manage their movements as efficiently as possible should choose retargeting and/or Google Shopping campaigns.

 Google Performance Max campaigns use machine learning on your behalf to optimize a combination of display, shopping, and retargeting ads. This campaign type determines which products to promote, how much to bid, who to target, and what creative to display.

 Planning Advice: How to Integrate Google Shopping with Shopify? The Shopify Google Channel explains how to sync, automate, and manage your Google Ads campaigns directly from Shopify.

 The number of people who search for your brand, items, product categories, or branded keywords will influence how well you perform here. The number of searches for your branded keywords and the size of your retargeting audience influence how much retargeting and branded traffic you may produce via shopping ads.

 Implementation simplicity: Whether using shopping or retargeting ads, Performance Max provides a straightforward entry point into Google advertising. If you find success, switching to a segmented manual advertising campaign may become more feasible in the future.

Dynamic search advertisements

 Goal: Use Google’s automatic term creation to generate orders.

 The audience relevance of your advertising varies depending on the keywords chosen by Google’s crawlers.

 Low to medium estimated cost per click (up to AED 11).

 They are recommended for anyone who wants to try something new without making a large financial investment but lacks the knowledge to handle a search campaign.

 Dynamic search campaigns target any type of term Google detects on your website, such as branded keywords, non-branded category keywords, product-specific keywords, keywords from your descriptions, and even event keywords from your about page or blog.

 As with other campaigns that group your visitors, this one lacks out-of-the-box segmentation. As a result, we recommend not growing it and instead using it as a starting point for bespoke segmentation while gathering performance data.

 Implementation simplicity: This is an excellent, quick, and easy way to launch a search campaign online. Despite the fact that dynamic search campaigns are simple to implement, they may include irrelevant terms on your site that you would never manually purchase to generate traffic.