Let us start with an example. Suppose you have just launched a website for your travel agency and you want to sell your tours and make good money. Everything is ready, and now there is only one thing left, and that is to attract travellers looking for you on the Internet. So you need to advertise. But not every ad is profitable for you.
Your promotion should be targeted first. That means reaching out to your potential customers. Secondly, your advertising should be cost-effective, which means you can get the most customers possible at the lowest cost. It is here that you find that Google has launched an all-in-one, highly professional Google Ads advertising service that can bring you hundreds and even thousands of customers.
In this tutorial series, you are currently in the first part, and we want to teach you zero-to-100 of ad building on Google Ads, so you can safely go about using this method of advertising and make sure your investment is as cost-efficient as possible.
First, we want to introduce you to the concepts and principles of Google Ads. We will then introduce you to all possible ways of advertising. With the right knowledge of Google Ads and its various campaigns, you can choose the best advertising method and take your first step firmly and confidently!
What is Google Ads at all?
To put it simply, Google Ads is an ecosystem consisting of:
- Users surfing the internet.
- Businesses that want to show their ads to potential customers.
- Internet media – websites and apps that want to make money by displaying these ads. One of the most popular is the Google search engine itself.
But why is the service so popular (especially Google Ads)? The answer to this question is very simple: Google allows you to display your ad very purposefully. That is, only to those who are your potential customers. How? We will explain below.
Who sees your ads?
In Google’s advertising service, you can accurately identify your target audience based on a number of different criteria:
- Age range: Those in a specific age range.
- Interests: Those who are interested in a particular topic.
- Gender: Maybe you have a service targetted towards only a specific gender.
- Location: People living in a continent, country, city or even neighbourhood.
- Device: Anyone using a computer, tablet or phone.
- Remarketing: Those who have previously visited your website or app but made no purchases.
With this account, you can tell Google to only show your ad to 18 to 24 year-olds in an urban neighbourhood in let’s say Canada and connected to phones.
Now it’s time to ask ourselves, is advertising even more targeted? (As you will see in later sections of this tutorial, the answer is yes. Google even allows you to do more targeted advertising.)
In what media does your Google ad appear?
In general, Google has 2 ad networks where you can display your ad on, one of these networks, or both depending on what you need. These 2 networks or platforms are:
- Google Display Network
- Google Search Network
A very important point in this tutorial series is Google’s search network. However, in this article, we are only going to introduce the full Google Display Network, and in the future, we will go into the full training of Advertising Network.
We apologize in advance for the length of this article. Our goal was to pay a full and comprehensive discussion of Google’s advertising and the types of campaigns allowed to provide a complete reference. Using a reference you can find the best way and method of advertising in Google Ads.
What is Google Display Network?
It is a network of over 2 million websites, videos and mobile apps where you can show your ad. These ads are mainly graphics (banner and video). But it is also possible to display text ads on this network.
With the Display Network, you can show your ad to new customers who are interested in your products and services. You can also launch highly effective and attractive remarketing campaigns with this ad network (we will explain in detail the awesome remarketing topic in the not too distant future).
What is Google Search Network?
Google’s search network refers to all media (owned or operated by Google) that users search for. In fact, the network is targeting millions of users who search for different terms every day on the Google website itself, Google Maps and Google’s partners.
Well, now you know the most important advertising networks on Google. Next, we need to know the different types of advertising on these networks. In other words, Google has provided you with different ways to display your ad on each of these ad networks.
Get to know all sorts of Google Ads campaigns!
First of all, what is a campaign? In simple terms, each campaign is a set of settings (time, place of display, budget, pricing method, target audience, and etc.) and promotional content like text, video, video content, etc. The purpose of your ad campaign is to select the right ones.
In other words, the first thing that matters in Google advertising is your goal. Your goal may be to increase website entry, you may want to increase your sales or even boost your brand. Whatever your goal, Google Ads offers you the right campaign.
Each of these campaigns uses one of the search, display or both networks to promote your ad. Let’s explain this. The Search Network and Display Network we both introduced are platforms that you use to reach your goal, using a variety of campaigns, to promote your products and services.
Campaigns that use Google Search Network
The Google Search Campaign is one of the most common and widely used types of campaigns in Google Ads. With this campaign, you can display your ad in the Google search engine and be sure your audience is what you want them to be.
The most important advantage of these campaigns is that you are showing your ad at the very moment the user is looking for your services and products, and this is a great opportunity to increase your sales.
Where does our ad appear in the Google Search Campaign?
Whenever a user searches for keywords related to your products and services, your ad will appear on one of the following platforms (all of which use Google’s search network):
1. Google Search Website
In this case, your ad can appear among the user search results in Google search engine, Google Play, Google Shopping and Google Map. We will explain each of these platforms below.
a) Ads in Google Search Engine (google.com)
The most important and most used context in which to advertise is the Google website itself. The same website where we all ask our own big questions!
When you search for something on Google, you will see a lot of websites sitting together in order! And now with Google Ads, your website ad can also be placed alongside other websites that appear on the front page.
Let’s say 8,000 people search the term “buy a plane ticket” on Google. If you have a travel agency, what good is it for these 8,000 people to see your website among the search results and get a lot of them into your site? A lot of profit isn’t it?
When a user on the Google website searches for “buy a plane ticket” and Google shows them in the search results the promotion of the two websites (let’s say) Elie Pat and Alibaba. These two ads are distinguished by the Ad mark from other search results (which are displayed naturally using SEO). You can read the difference between SEO and Google advertising.
The most important thing about why one ad is ranked first and another ad is the second is a detailed topic that will be covered fully in this series and in separate articles and introduce you to the very interesting process of determining ad rank in Google ads.
b) Ads on Google Play
You might have searched for an app name on Google Play Store. Depending on your search, Google will also show you related apps as ads.
As you may have seen, the user will see the apps associated with this search term with the Ad mark after searching for their desired app on Google Playstore.
After clicking on your app ad, the user can install it and you pay Google for it.
c) Google Shopping Ads
After searching for the keywords you are looking for, you can also see ads related to your search, along with natural search results made via SEO. Now do be careful, as this option is not valid in every country, and your ad will not work properly for them.
d) Google Maps
You are likely familiar with Google Maps. Google Maps is a great navigation tool. But this tool is not just for us. It’s also for the benefit of businesses (and Google itself).
Suppose you open Google Maps and search for the word restaurant. In this case, Google will show you nearby restaurants. But the interesting part is that some of these restaurants may be displayed to you with the help of Google Ads.
The most important thing in common with all the advertising platforms we’ve talked about so far is user search. In fact, wherever Google searches for something and sees relevant results for its search, your ad is displayed on Google’s search network.
2. Google Search Partners
Google has many partners who are ready to show business ads in their searches. One such example is Amazon. Suppose a user enters Amazon and searches for PlayStation. They may also be shown in an advertisement. This ad is also managed by Google Ads.
What are the formats of ads at Google Search Network?
Text ad: This type of ad is displayed to users on a Google search network. When you are writing ad text for the products or services you are trying to promote, and you are asking Google Ads to display your ad text when users search for related words on Google.
The ad text is composed of various parts. After clicking on the ad text, the user will enter a page of your website and you will pay Google for each entry. In the figure below you will see different parts of a text ad.
Responsive search ad: This ad is also textual, except that you write short, varied, and numerous phrases for your ad text and allow Google to randomly combine different combinations of your phrases.
Over time, Google Ads will increase the display of phrases that are more effective and clickable for you. As usual, you pay Google for every user click on the ad text.
Call-only ad: This type of ad is also written, except that your goal is not to increase website access. Instead, you can put your contact number in the ad text. The user will contact you directly after viewing and clicking on the ad, and then you pay Google for every click on the ad.
Campaigns that use Google Display Network
We use Google Display Campaigns when your users are browsing websites looking to watch a video, check their Gmail or play with their mobile phone. That is when they will see the ad. In other words, you can show your ad even before your audience searches for it.
These types of campaigns use the Google Display Network to show your ads to users and are divided into the following 2 types (sub-campaigns):
1. Standard Display Campaign
This campaign allows you to run ads on all of Google’s display media. Suppose you have a craft store and want to increase your sales. Just prepare an attractive banner ad and ask Google to show it on art, tourism websites, apps, and YouTube channels (and of course, only to users who have interest in craft stores).
In order to design your own banners and promotional content, you have to adhere to the Google Ads (format, size and size) standards. It may take 12 to 24 hours to approve your ad. Kiuloper can help you create the ads with our graphic design services.
2. Gmail Campaign
Ever been on your Gmail and seen ads at the top of your emails? These ads are related to Google’s Gmail campaigns. In the Gmail campaign, the advertiser gives Google a list of website visitors and, if possible, their emails to show them ads in Gmail. This way, you’ll have to pay Google a certain amount for each time a user clicks on your banner ad and enters your website.
To use these types of campaigns, you need to design attractive banners in accordance with the Google Ads standards for your products and services, which can be done with our graphic design services.
Where does our ad appear on Google Display Campaign?
Ads on related websites: You can display your promotional content (such as banners, guides or even videos) on websites relevant to your business. If that is the case, a user browsing these websites will be able to view your promotional content and then log in to your website.
In the image above, the user is browsing the desired website, to the right of which are two ad banners. These two banners are displayed to this user by a standard Google Display Campaign.
Ads in related apps: You can target specific apps (which should, of course, be on Google Play) and display your promotional content. In this case, the user may be playing with their mobile device and see your ad during the game. If you’re a gamer or dealing with multiple apps, you’ve probably seen this kind of promotional content.
Ads on YouTube: You can show your ad on specific channels or even videos on YouTube. In this case, the viewer will be able to see your ad and click on it before or after their targeted video.
Gmail: The user may be reviewing their own Gmail and then they see your promotional content at the top of their Gmail (especially in the Promotions section) and then log in to your website by clicking on the ad.
How many ad formats can we create on Google Display Network?
Responsive display ads: Thanks to this type of ad, we don’t need to worry about whether your banner size is suitable for all user devices! In fact, you just have to write your own ad text, upload your own images and logos, and put everything on Google to show your ad in the best possible way, depending on the size of the user device.
Of course, Google has set the minimum size and size of the image that you must consider before designing your ad.
Uploaded image ads: You can design your own images in PNG or JPG format and then upload them to Google Ads. Google provides you with a complete list of available sizes that you can use to create your own promotional content (viewing formats and sizes). Or ask a Kiuloper expert to design it for you!
You can also use this feature to create ad content in your own product or service and use it in your own Display Campaign. However, for formatting, you need to meet Google standards.
***Very important point***
You can design your own ad in HTML5 or AMP HTML files and use them in your display campaigns after loading. Of course, Google does not allow these files to be used at first, and your account must first be approved by Google Ads.
App Install Campaign
Let’s say you have a Google Ad and you have a mobile app and you want to increase its installation rate. With this ad method, you can show your app ad on other apps, websites (including youtube) and, of course, Google Play Store.
One of the most important and interesting benefits of this advertising method is that Google is very smart about trying to show your ad to the most targeted users possible. In other words, Google Ads over time improves your ad display so that your ad will eventually be shown to users who are really interested in installing and using your app.
Where does the ad appear in the App Installation Campaign?
Your ad may appear anywhere on Google’s ad networks, which is 100% tailored to your app. For example, PlayStation ads can show up in related apps, Gmail, YouTube, and other places where ads can be displayed.
These kinds of campaigns are smartly managed by Google, and all you have to do is set your own daily budget and tell Google how much you are willing to spend per install.
How advertising costs are calculated with Google’s global campaign (the old name of the app installation campaign) depends on whether your focus is on getting the app installed or on a specific in-app action.
Focus on Increasing Installation: If your goal is to significantly increase your app’s installation, use CPI or pay-per-install. If you tell Google how much you’re willing to spend per install, then Google will optimize the campaign at your suggestion so that your ad is shown to more users looking to install your app.
Focus on in-app action: Now if your focus is on a specific in-app action (for example, charge or order purchase), then use the CPA method. In this way, Google optimizes your ad so that it shows people who are more interested in doing the work for you. Given its data, Google can optimize your ad campaign better than any other ad network and attract exactly the right users for your needs.
If you’ve ever watched a video on YouTube, you’ve probably seen Google video ads. That is, the same teaser ads that are played before, during, and after the video you’re watching. These promotional videos will be shown to you by the Google Ad Video Campaign.
In this type of ad that is also very effective, you can show a promotional video of your business to your target audience after uploading it to YouTube. The purpose of this campaign is to further branding and introduce new products and services.
In this type of campaign, you usually have to pay Google a certain amount for each time a user views the video. There are, of course, other types of payments that we will mention below.
Ad formats that one can create in a Google video campaign
There are a variety of advertising formats to use for video campaigns that you can use depending on your needs. Here’s a brief introduction to all types of video ads.
Skippable in-stream ads: In this type of ad, you can display your video content at the beginning, middle and end of other YouTube videos. The viewer can stop showing your video in 5 seconds. This type of ad can be displayed on YouTube, Google partner video websites, and mobile apps. In this type of ad you pay in two ways:
The first is when the viewer views or clicks on your video for at least 30 seconds (CPV bidding). In the latter case, you can also pay for CPM bidding every 1000 times.
Non-skippable in-stream ads: Your audience will not be able to stop displaying your ad like before, and will have to watch your video to the end! Use this type of ad when you want to make sure your audience receives your ad message perfectly. With this ad, your video will appear before, during, and at the end of other YouTube videos.
Of course, for these types of videos, your video should be less than 15 seconds. You pay Google for every 1,000 views. (CPM bidding).
Discovery ads: With this type of ad, you can display your own video content alongside related YouTube videos. It can also see your ad among the search results when a user searches for phrases related to your video on YouTube. In this case, the user will see a thumbnail of your video and will be able to view it after clicking. You pay for every click.
Bumper ads: Bumper ads are short video content that you can use to deliver an engaging and memorable message to your audience in a short amount of time. The bumper video should be less than 6 seconds long and may appear at the beginning, middle and end of videos. You pay Google (CPM) for every 1000 views of the video.
Outstream ads: This type of ad format is designed for display on mobile devices only, and you can display your ad content on Google partner websites and within mobile apps. These videos are initially muted and can be activated by tapping on them. You only pay when more than half of the ad page space is displayed for more than 2 seconds. This type of ad is not displayed on YouTube.
Shopping campaigns are one of the most effective advertising methods for online stores. The first step in setting up these types of campaigns is to have a Google Merchant Account.
In fact, you need to register your product information (including price, title, type, etc.) in Google Merchant Center so that Google Ads can receive and display your product information to your audience.
Finally, Google Ads will show users your products, using data from your Google Account and the settings you apply to Google Ads, to users who:
- They use Google Shopping
- Google searches for products related to your website
- Searching for Google Search Partners
- Or they are surfing the Google Play Network.
Smart campaigns help you show your ad in the best and most targeted way possible to your audience. Now it doesn’t matter if your audience searches for products related to Google, or are using Google Maps or watching YouTube videos! In other words, you can target your audience in both Google search and display networks.
Of course, the whole process of creating and managing ads is done by Google’s smart algorithms and you just need to give Google the basic settings. In other words, Google Ads optimizes and manages your ads based on your goal. Now your goal may be to increase customer contact, visit the website, or perform a specific action on your website (Conversion).
In general, Google Ades does the following to optimize and manage your smart campaign:
- Pricing: Manages your costs so that you get the most end-customers and sales profits, depending on your campaign budget.
- Creating Plugins: Automatically creates and manages Google ad extensions such as website link, call, location and contact for your ad.
- Create Keywords: Find the right keywords and add them to your campaign based on the type of services and products you have.
- Reporting: In the simplest possible way, it gives you the most important campaign reports to keep you up to date on your campaign status.
- Display ad: Publishes your ad on a search and display network based on your purpose.
Many experts believe this type of campaign is the future of Google Ads! However, when you go smart, you can not do much customization yourself.
Display or Search Network?
For those who have been with us so far, we’ve come to know Google’s various networks and all the methods or campaigns on Google Ads. But now it’s probably a challenging question for you to choose which Google network and which type of campaign to advertise!
Is it better to design a graphic banner and publish it on various internet websites (ie, using the Display Network) or to promote your website in the Google Search Engine and to benefit its users? Which one is best for you?
The answer is far, far simpler than you might think: Ads on the Google Search Network!
Why?! Because your ads on Google Display are successful when you can target is big, and the budget is big!
However, this does not mean that you should completely abandon attractive video campaigns and banners or even apps! By the way, you can use these campaigns in remarketing and have a lot of success. But, well, we have to admit that there are some limitations to using Google’s full features.
One important question: Why do we say that the best way to use video and banner campaigns is remarketing?
Remarketing in a simple definition, is targeting people who have already interacted with your website or app in any way (visited your website or even bought something from you).
With Remarketing, you can create a variety of listings from your website’s users and display your promotional content only to them. If so, you have both used banner and video ads, and you will be sure that the people viewing your promotional content know you!
Of course, if we go further into this topic, we will depart from the purpose of this article. So we will post further commentary on Google’s Remarketing and Display Network.
As we continue this series of tutorials, we will focus on the Google Search Network. Accordingly, from now on, all we talk about is Google search advertising, and when we use the term “Google Ads” we refer to this type of advertising.