Google Ads
Google Ads Introduction
Google Ads (formerly Google AdWords) is a digital advertising platform that allows businesses to generate and display ads on Google’s search engine and other websites across the internet. Also known as Google Ad word, PPC (Pay Per Click) Marketing, SE Marketing, SE Advertising.
Types of Google Ads
1. Search Ads
These text-based ads closely resemble standard link listings in search engine results pages (SERPs), featuring elements like the website name, favicon, page title tag, and meta description. In the example provided, several sponsored results for the query “photo editing software” appear above the highest-ranking organic link.
It’s important to recognize that search ads adhere to performance guidelines similar to those for organic links. In addition to your maximum cost-per-click (CPC) budget, the performance and relevance of your ad influence its Quality Score. The score is determined by three key factors related to your ad:
- Expected click-through rate
- Relevance to user search intent
- Landing page relevance
2. Display Ads
Display ads operate across the vast Google Display Network, which includes millions of apps, websites, and Google properties such as Gmail and YouTube. These ads can appear as banner ads be positioned along the sides, or be integrated within the content of any webpage, app, or interface within the network.
In the top-right corner of these visual ads, users have the option to click the ad choices icon to dismiss the ad, provide feedback, or view details about how ads are selected (refer to the ad block next to the article headline). Google determines which ads to display based on the web page’s content, the user’s browsing history, and how the user’s behavior aligns with the advertiser’s market categories.
3. Shopping Ads
Shopping ads use product data from the Google Merchant Center to create their content. Retailers with physical stock can leverage these auto-generated ads to drive sales. Since Shopping ads are generated from the latest product information in the Merchant Center, they focus on essential details rather than creative text. These ads typically display elements such as price, discount notices, user ratings, brand names, and product names. For example, in the search for “eco-friendly mattress,” you’ll notice that Shopping ads include images, a feature not present in Search ads.
4. Video Ads
Video ads are primarily hosted and played on YouTube, but they can also appear on external sites through Google’s video partner’s network. This network includes apps, games, and websites that have passed a rigorous screening process concerning video quality, ad management capabilities, and monetization practices. Since this third-party network exclusively supports Video ads, it excludes in-feed and masthead ads from its offerings.
5. App Ads
These ads function similarly to Shopping ads. Instead of creating ads from scratch, you simply input basic text, select your language preferences, and set a budget. Google then utilizes data from your app’s Play Store listing to automatically test different layout combinations and display the most effective ones for relevant search queries. App ads appear in various locations. Additionally, these ads can be featured on desktop Google SERPs, Google Discover, Play Store search results, related and suggested app sections on the Play Store, YouTube feeds, and across the search partner network.
6. Performance Max Ads
Performance Max streamlines ad campaigns across all Google Ads platforms through automation. Consequently, there is a strong emphasis on promoting Performance Max over other single-channel ad options. For instance, Google has transitioned several automated ad formats, such as Smart Shopping, into Performance Max campaigns. Unlike other ad types, Performance Max campaigns integrate advertiser objectives and assets with Google’s AI and machine learning technologies to optimize ads across all Google advertising channels. Advertisers focus on conversion goals such as sales, leads, and website traffic, and they create an asset group that includes images, videos, headlines, descriptions, logos, and audience signals.
7. Demand Gen Ads
Demand Gen campaigns are designed to assist businesses in engaging consumers beyond the text-focused search engine results page, targeting more visually engaging and interactive platforms such as YouTube, Discovery, and Gmail.
