In The News

Tue 3 Sep 2019

What Exactly Are Google Ads


Advertising & Marketing
Until recently they were known as Google AdWords, and they have gone from something that resembles a classified which can still be found in the back of some newspapers to currently five different formats.

As business owners, we know that the ways of generating leads and attracting customers have changed dramatically over the past 20 years. Google Ads have almost universally and single-handedly replaced newspaper and magazine advertising. In 2018, the global spend on online advertising exceeded the spend on TV advertising.

The online advertising business has two major players, Google and Facebook and two challengers, Amazon and Snapchat. Today’s entrepreneurs know that the quickest and easiest way to get their message to the market is online, and the ones that are successful know that targeted and carefully crafted emotional response copy makes the difference between success and failure.

Globally, advertisers spent over $600 billion in 2018, 43% of which was spent on digital media. Industry estimates suggest that by 2020 this figure will be over 50%. Google is the dominant player in Australia with over $3 billion in revenue, almost all of which comes from people clicking on adverts. By comparison, Facebook’s revenue for 2017 was around $478 million.

And before you say, “But I never click on What Exactly Are Google Ads?” Until recently they were known as Google AdWords, and they have gone from something that resembles a classified that can still be found in the back of some newspapers, to currently 5 different formats. As business owners, we know that the ways of generating leads and attracting customers have changed dramatically over the past 20 years. Google Ads have almost universally and single-handedly replaced newspaper and magazine advertising. In 2018, the global spend on online advertising exceeded spend on TV advertising.

Today’s entrepreneurs know that the quickest and easiest way to get their message to the market is online. The ones that are successful know that targeted and carefully crafted emotional response copy makes the difference between success and failure.

Typically we think of adverts being on the search results page. Most people refer to this as “being on the first page of Google”. This process is known as “Text Search Advertising” and is one of the 5 different vehicles Google Ads provide you to promote your business.

Typically you will find three or four ads like this on the top of the search results page on most devices. Depending on the level of competition, there could be up to three more at the bottom of the page.

The other options you can use to advertise with Google Ads are:

Display

Where your adverts are shown on other people’s websites. Display ads can also be in graphic format like the two shown below. You can also use standard text format adverts.

Google places some restrictions on this media for sensitive products and services such as health care, legal and finance.

The Google Display Network can help you reach people while they’re browsing their favourite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps.

The Search Network reaches people when they’re already searching for specific goods or services The Display Network can help you capture someone’s attention earlier in the buying cycle. You can put your ads in front of people before they start searching for what you offer, which can be key for your overall advertising strategy.

Remarketing

Where your adverts are displayed on a range of sites your visitors’ view after having first clicked your ad and visited your website. The purpose is to remind people of what they’re interested in and to keep you top of mind.

You may have experienced this yourself when you have clicked an advert to visit a motor vehicle website and then you see ads for that brand or model everywhere you go for days or weeks afterwards.  (It is not coincidental!)

As with Display, there are restrictions based on privacy and sensitivity.

Shopping

Where products you sell off your website are displayed with the price either at the top of the right-hand side of the results page. Customers can click the ad to buy immediately.

In simple terms, the content for these ads is pulled directly to the search results page from data and images you provide Google from your shopping cart.

YouTube

Where either static or video ads are displayed at the start of videos.

More and more potential customers look online first and many may not even leave home to make their buying decisions. Our fear around entering account details or paying by card has all but vanished. Customers do their digital research and conclude about know, like and trust from their online experiences.


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