Sept. 25, 2018
On July 24, 2018, Google Adwords transformed itself into the advertising program Google Ads. Through Google Ads, you set up search engine ads that launch on Google and its partner sites.
With well-targeted ads, you'll efficiently reach your target audience at a reasonable budget. At the same rates as Adwords, Google Ads offers you even more help. By means of machine learning Google knows what your target audience is looking for. An asset that now also makes small and medium-sized businesses visible and competitive.
SMEs and start-ups may not have as much of a grasp of online advertising. The smart platform Google Ads knows how to capitalize on this. Three technologies make advertising child's play: automatic targeting, automatic bidding and automatic ad creation.
Let's start with automated targeting. Based on your predetermined target, the platform knows which people to show the ad to. Want to make more sales? Just be sure your ad is shown to consumers who are interested in the products you offer.
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"Okay, I'm reaching the right people, but does my ad appeal to them?"
We immediately hear you thinking that. Google has thought of that, too. You provide a headline, description, logo and image. Specifically, you have the option of adding 15 headlines and four descriptions for 1 ad.
Google Ads mixes those into an effective campaign, depending on the search term. Don't know which image to choose? Google Ads will make you wiser. Choosing a good image is very important. People are more likely to be attracted to a talking image than dry copy. That's why Ads provides "Image Picker. A handy feature that allows you to upload three images or choose from the suggestions Google offers. Google Ads will test for you which image works best. A luxury, isn't it?
Voilà, the ad is created and the available budget can be set. You probably don't have all day to manually enter your bid. Understandable: as a startup, you have a lot of other things on your mind. That's why Google Ads automatically bids for you. All you have to do is set a target CPA(Cost Per Acquisition) and a daily budget.
With Google Ads, all products (Analytics, Display and Video 360) are cast into one marketing platform. It is one control panel where all activities, results and insights appear. The Google Marketing Platform also offers training opportunities. There are three ways marketers can get certified: Individual Certification, Company Certification and Sales Partner Certification.
Similar ads are sometimes intended for different media. Google Ad Manager makes your ad usable across all channels. Whether it should serve TV, Accelerated Mobile Pages (AMP), mobile games or YouTube. It doesn't matter. Your ad will appear in the right shape and sizes. Opting for an ad on Google? YouTube's clever new feature "Maximize Lift" shows ads to users who are most likely to be interested in your brand.
The automation of the platform gives businesses more time to focus on their core business. With a few ingredients, an ad is created and optimally curated by Google. With the goal of surprising your audience and bringing in more leads.
Do your customers still prefer to come across the store floor? You're not a "lone wolf. Research shows that 90% of purchases are still made offline. Isn't Google Ads necessary for those businesses? Precisely! Google's "local campaigns" focus on encouraging offline visits. You define a budget, creative elements and location extensions and your ad is automatically displayed on relevant platforms (Google, Google Maps, partner sites...).
The "local campaigns" feature officially makes Google Ads useful for any organization: small or large. After all, at the core, who doesn't want to attract customers: online or offline?
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