A paid platform offered by Google for online product promotion or marketing is termed Google Ads. Based on the preference of the platform, the Ads may be launched over different Google applications like a Search Engine Response Page (SEPR) as a website, as videos over YouTube, as text and image content over Gmail, Play Store, Google News etc.
Google Ads is a subject for a candidate enrolling in a digital marketing course. The quality of the advertisement is directly connected to the lead it generates and determines the charges an advertising company needs to pay to Google.
Working Methodology of Google Ads
The basic system of operation is pay-per-click. Using the search engine platform, the basic purpose is to rank within the first five searches and grab the eyeballs of prospective users.
The advertising company not only needs to work on the content of the advertisement but also must determine the perfect keywords to generate desired search results. For video promotions, the marketing company needs to attach it as a precursor to the main topic video making sure that the subject interest is somewhat aligned in both cases.
Types of Advertisement
Based on the target audience, the various types of marketing promotions are as follows -
- Search Campaign
- Shopping Campaign
- Display Campaign
- Video Campaign
- App Campaign
Promotions may be launched as websites over text messages, images, videos, graphics or a combination of all or some of the modes. The advertising company may decide when the advertisements can go live and can attach a schedule to them. Marketers can also decide the geography and population mix for their advertisement, based on the relevance, interest and availability of the products or services.
Steps of Running Google Ads
After signing up with a new account, beginners may follow a few simple steps to launch their advertisement with Google. Choosing amongst the options provided may seem to be a bit tricky since they depend on the nature of the product to be advertised and its target audience. The steps for running Google Ads are mentioned below -
Marketers must choose a specific goal. Options available are creating brand awareness over video views, getting clients to visit physical store locations or getting more website sign-ups.
Campaign types and settings
Advertisers must fix up a campaign type best suited for a given product. In the initial days, it is advisable to run a specific advertisement goal with a fixed campaign type. However, based on feedback and experience gathered, both may be catered to in multi-dimensions.
Advertisers are then required to set up a campaign name and may also add Google’s partner or network websites to the campaign.
Campaigns need to be scheduled with respect to time, the right population mix, geography, location, and language.
This is the most important issue for an advertising company. One should investigate the industry standards for similar products and decide upon the initial expenses. However, the budget should be enhanced at a later stage based on the growth of the business.
Selecting bid strategy
Google offers manual, automatic and semi-automatic bid strategies. A beginner should ideally follow the artificial intelligence-based, fully automatic strategy. However, after gaining expertise and experience, manual methods may be selected.
Digital marketing is highly dependent on the keywords chosen. The advertising company must take a call on whether he should go for an exact match, a phrase match or a broad generic match. Negative keywords should be avoided since these lead to misunderstanding of the user and the advertisement lands upon the user with a related but different requirement.
Laptops, tablets, and cellular mobiles are the general devices to be targeted by advertising companies.
Every promotion succeeds with a powerful presentation. The landing page is the first visual of the advertisement to a user. Ideally, it should have a crisp coverage of the technical aspects of the product and a user-friendly, clean and attractive interface.
It is essentially a web analytics tool that is designed to provide both macro and micro details on the website of the marketing agency and/or the performance of the advertisement campaign with respect to its key metrics. It also predicts course correction by offering specific solutions to complex problems. However, the marketing agency is required to invest more time into this tool to extract the maximum benefit.
Google Analytics refers to new and upcoming challenges to the relevant industry and provides parameter-based analysis. Successful digital marketing must use an analytical web tool for monitoring its performance on a regular basis. The specific benefits of Google Analytics to are as follows –
Find target audience
Target audience suggestion in terms of schedule, population mix and geography is a key function of this tool.
Track online traffic
Traffic from search engines, social platforms, direct or referral links, emails etc. is tracked separately.
Analyse user behaviour and preferences
Bounce rates, behaviour flows, average session duration, exit rates, etc. may be monitored.
Data reports and tailor-made customisation
This tool generates reports, dashboards alert etc. with a wide range of third-party support.
Industry analysis and offering new ideas
The tool provides important market analysis on several parameters. This information must be accessed by advertising companies to make changes to an existing campaign.
Website design analysis and improvement
The quality of the website and its responsiveness in terms of ease and information is a key parameter in marketing. This tool offers guidance towards the same.
It also helps to upgrade advertisements posted on E-commerce platforms.
Digital marketing course helps aspiring candidates learn not only the nuances of conventional marketing but also the tricks of a successful website design, thumb rules of digital advertisements and much more.
The Post Graduate Program in Digital Marketing by Imartcus will give the prospective candidate a perfect start to their career. The duration of the course is 6 months and the mode of training is offline. Visit the official website of Imarticus for more details.