We think it is safe to assume, if you’re reading this article, that you’re using the Internet to do so, and that you don’t really need a definition of who Google is and what they do. But you may not know that Google has a service called Google Ads. If you are an active user of the Internet, you’ve more than likely seen them, because they are everywhere.
Many businesses use this service to help expand their reach and get to their customers, but many need a little help understanding the vocabulary that Google uses to describe the different types of ads they have, and which ads might be best for your business. As usual, Marstudio is here to help.
The first thing to know about Google Ads is the way Google uses the word “campaign.” In Google talk, a campaign is a set of ads, a way of identifying who sees the ads (such as keywords they search for, or demographics, or interests), and your budget (the maximum you want to spend). You can create multiple “campaigns” with the same ads.
Your type of business, and your business goals, will help determine what kind of ad you want to run as part of your campaign, but these are four of the most popular types.
Search Ads (Text Ads)
Text ads appear with Google searches. A text ad consists of a headline, a display URL (your website address), and a text description. One of the hardest parts of creating a text ad is staying within the character limit. For example, your headline can only be 30 characters. Working with a copywriter who is familiar with Google Ads can help save you time and stress when creating a text ad.
Display Ads (Image Ads)
Image ads can be static (non-moving) or gifs. Image ads show up on websites that partner with Google. Image ads should include an eye-catching graphic, so working with a designer is highly recommended.
Video ads can either be standalone ads, or ads that run inside other video content. Having someone on your team who knows how to create video is essential to creating and running a video ad.
Local Service Ads
As the name suggests, local service ads are meant for local service companies like plumbers or electricians. When you enter a term like “Chicago HVAC Repair” you may see trusted, local professionals in your area positioned right above the traditional paid search ads. These ads show a business number, hours, ratings, and reviews.
Other Kinds of Google Ads
Responsive Ads – Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. When viewed on a website, the ad may appear to be part of the website, rather than a Google ad.
App Promotion Ads – Intended to drive app downloads.
Product Shopping Ads – Ads that best for customers who are already looking for your product.
Showcase Shopping Ads – Best for customers who are researching where to buy rather than looking to buy a specific product.
Call-Only Ads – These ads only appear on mobile devices, and are best for businesses that have a call center.
It’s important to remember that while Google Ads alone won’t necessarily bring more business – even though they have a lot of options, are seen by a lot of people, and if they’re well written and designed, they can get a lot of clicks. But converting a click into a new client depends a lot on the page where you send people after they click.
Google Ads can be a cost-effective advertising method for almost any type of business, but like all advertising, they need to be understood before they can be implemented, and they work best as part of a well-thought-out marketing strategy.