Google is the most popular search engine in Ukraine. It serves 92.7% of all search traffic in our country.
The total number of people clicking on Google Ads contextual advertising ads is more than a third of all users of this Internet giant. Therefore, Google AdWords is an effective and reliable marketing tool that you just need to use correctly.
What is Google Ads?
Google AdWords is a service that allows you to place contextual advertising in Google’s search results or on partner sites in its media network. Edwards has an easy to understand interface and provides the user with many tools to create effective advertising campaigns to promote products or services.
Definition of what Google AdWords is in simple words – it is an advertising tool for self-customization of advertising on the Internet, working on the principle of PPC (Pay Per Click).
Google Ads ads actually do not differ from the usual results in Google search. The only difference is a small word called “Ads”. You will see this ad next to the organic feed in a Google search. It can be at the top of the search results or at the very bottom of the page.
As already written, the principle of operation of Google AdWords is Pay Per Click (payment for clicks). Thus, the client of the search engine pays for the result – a click to the site. Ineffective views of ads are not paid for.
To understand how Google Ads works, let’s imagine the owner of an online women’s clothing store. The first thing to do is to collect relevant (suitable for the topic) keywords, for example, “women’s clothing to buy”, “clothing for women in Kiev”. With the selection of key phrases can help one of Google’s tools – Keyword Planner.
When a potential customer enters a query into the Google search bar, the system displays relevant ads based on the keywords entered into the search box. Advertisers seeking to showcase their ads on the search page assign prices for clicking on the link.
The assigned bids take part in an auction between advertisers using the same queries. The ad with the highest bid will occupy a higher position.
Important! Google takes into account not only the rates assigned. The system considers the quality of the ad and the site itself, the relevance of the page to the key phrase. Therefore, if you want to get a high position in Google it is not enough to just pay more than the competitor – you need to work on the quality of the site and landing page, make relevant and clickable texts for ads.
Advantages of Google Ads
The ability to show ads only to the most loyal audience or those who are ready to order right now. Advertising in Google Adwords has a flexible targeting – you can set up displays only on the base of loyal customers who have bought before or focus on those who enter in the search bar queries with a commercial component (if the query contains the words “buy”, “order”, “price”, then the user is probably ready to buy in the near future). This will help advertisers avoid showing to untargeted audiences and unnecessary waste.
You can customize displays by specific location. Using AdWords tools, you can set up targeting for the nearest radius around your office. This is relevant, for example, for beauty salons, barber shops, coffee shops, nail salons, etc. With the help of this option you can attract the client base from the nearest offices or residential buildings (since the probability that people will come from the other side of the city for your services is not so high). In addition, you can quickly adjust to the intent of the target audience – for example, when a user 500 meters away from you enters “clothing repair” into the search bar and immediately sees an advertisement for your atelier.
Flexible customization. The tool has extensive functionality. It allows you to show text, media (banners), product (product cards in the search engine with price and photo), and video ads. Each type of advertising campaign can be customized for a specific target audience, choose the time, place of display, etc. A variety of formats for users with a wide range of budgets.
Payment is charged only for the targeted action. Google ads use the Pay Per Click algorithm, so the advertiser pays only for users who are interested in the offer and go to the site, not for displays (as in other types of advertising). You can set limits on the daily or monthly budget and control your costs, which makes such advertising convenient and predictable.
You can track the return on investment. The advertising office is also a convenient analytics system. There you can control the number of clicks to the site, their cost, keywords that brought visitors. This is impossible in any kind of offline advertising, because if you have placed an advertisement on the radio, TV or ordered the distribution of flyers near the subway – it is impossible to track the effectiveness of the investment (it is not clear how many people exactly brought each advertising tool and how many of them eventually placed an order).
Abundance of sites. To display ads, you can use not only Google search, but also sites from the partner network and YouTube video service. In addition, advertisers can display their ads on the Play Market gaming platform. This is especially relevant for the promotion of mobile games and applications.
Quick launch. Unlike SEO-promotion in the search engine, contextual advertising works immediately – from replenishing the balance in the system to receive the first orders from advertising can take only 1 day.
Disadvantages of the advertising system Google Adwords
Great competition. Since Google Adwords is the most popular system of contextual advertising in the world, this platform is used by a huge number of advertisers. This means that competition (especially in popular topics) is off the charts. Due to the fact that AdWords works on the principle of an auction (who pays more – the one who gets transitions to the site), the great competition accelerates the price of a click and advertising may not be cheap.
It’s hard to figure out for a newbie. Setting up Google Ads is a rather complicated process that requires experience and knowledge. Self-starting advertising is possible in niches with little competition. For popular topics, especially in countries with high click-through rates (USA, Canada, European Union, etc.), it is better not to take risks and entrust it to a professional PPC specialist. After all, inexperience can quickly spend the entire advertising budget on untargeted displays and keywords.
Constant maintenance is required. Simply launching Google Ads is not enough, the system requires constant control from the advertiser, and an advertising campaign requires maintenance. You need to constantly add new minus-words to the lists, experiment with different target audiences, and conduct analytics. This is the only way to steadily receive income from advertising. In addition, new tools are constantly appearing in Google Ads that need to be mastered – for example, Google Performance Max (fully automatic advertising campaigns without the advertiser’s participation) has recently appeared.
