A Beginner's Guide To Google Ads | OOm Singapore

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While it is true that businesses are no longer bound to physical stores and can reach out to potential customers on the internet, things can be challenging, considering there are millions of companies existing worldwide that promote their businesses online.


The only way for a business to stand out from the competition is to take its digital marketing campaigns to the next level with Google Ads. Given that most online experiences begin on Google, Google Ads, previously known as Google Adwords, is the most powerful digital marketing platform available to businesses today.


If you plan to use Google Ads for your business but you are new to it,this article will elaborate on what Google Ads is, including the different types of ad formats.



What Is Google Ads?


Google Ads, short for Google Advertising, is a pay-per-click marketing platform developed by Google and designed to help businesses to promote their products and services in Google’s ecosystem through ads and get charged based on the number of clicks. 


ALSO READ: A Guide To Google Ads Extension


Like search engine optimisation (SEO), the basics are still the same with Google Ads: the result populates based on users’ search intents. The only difference is that Google  Ads are most likely to appear more right in front of the target audience, such as the following:


  • Search Ad Campaigns
  • Display Ad Campaigns
  • Shopping Ad Campaigns
  • Video Ad Campaign
  • App Ad Campaign


All of these Google Ads contained the targeted keywords on Google that businesses have won in the Google Ad bidding. The winners have to pay a certain amount every time someone clicks on their SEM campaign. That was its alternate moniker, ‘pay-per-click (PPC) advertising‘ is derived from this.


Google Ads bidding only occurs when there is open ad space anywhere on Google’s ecosystem. Businesses have to compete with one another to get the best spot where they can place their search engine marketing (SEM) campaigns to have better exposure to potential customers. 


ALSO READ: How To Create A Successful SEM Campaign?


When it comes to whether a business’ SEM campaign will appear at the top or bottom of the SERPs, the placement of Google Ads heavily depends on the winning bid the company submitted.

Here is an example of how Google Ads appear on SERPs.


Comparisons Of Google Ads And Organic Results


Here are the five types of Google Ads if you plan to use them to promote your business. 



5 Types of Google Ads


1. Search Ad Campaigns


The first type of Google Ads is a search ad campaign, which appears as a text ad on SERPs for the keyword that the users types or search for on Google.


For example, in this image, the user is searching for a ‘vacation spot in Singapore’. Besides Google Ads appearing at the top or bottom of SERPs, they have the word ‘Ad’ in the black-coloured text next to the web page’s URL.


Search Ads Example


If you are interested in search ad campaigns, you should know that there are two types: 


  • Dynamic Search Ad
  • Responsive Search Ad


LEARN MORE: Dynamic Search Ads Vs Responsive Search Ads: What’s The Difference?


2. Display Ad Campaigns


Display ad campaigns, on the other hand, appear on Google’s numerous website partners to showcase products or services of businesses. 


Display ad campaigns come in different sizes and orientations (landscape, portrait, and square). Sometimes, it can appear like this one:


Display Ad Campaign Example


Some other times, display ad campaign also shows in the middle or the end of websites, such as shown in this image:


Display Ad Campaign Another Example


3. Shopping Ad Campaigns


The next type of Google Ads is a shopping ad campaign, which allows businesses to showcase their products with the use of images and product pricing. 


If your business sells ‘pocket square’ and you opt for shopping ad campaigns, here is how it will look like on SERPs.


Example Of Shopping Ad Campaign


When a potential customer clicks on the button inside the green circle, they can view more pocket squares. 


Example Of Shopping Ad Campaigns


Potential customers can also see more shopping ad campaigns if they click on Google’s Shopping Tab between Maps and More.


READ MORE: How to Set Up a Google Shopping Campaign?


4. Video Ad Campaigns


People nowadays love to watch videos, so video ad campaigns are the perfect way to promote your products or services while they watch videos online.


Since Google bought YouTube in 2006, it has been part of Google’s ecosystem. That means businesses that won the bidding for a video ad campaign can expect their SEM campaign to more likely appear on the very landing page of YouTube, like the image below. 

Here are the six types of video ad formats available and appear on YouTube:


Six Types Of Video Ad Campaigns


5. App Ad Campaigns


An app ad campaign is a type of Google Ads suitable to promote the mobile applications of businesses. Besides the Google App store, app ad campaigns also appear in the following mobile applications:


  • Google Search Network
  • YouTube
  • Google Display Network


App Ad Campaign Example


Retrieved this image from MarTech


Businesses that are interested in app ad campaigns should know that they do not create an App ad campaign, in contrast to other ad formats. To promote their business this way, they have to provide information about their mobile app to Google and mention their target audience before they can place a bid. 



Use Google Ads To Your Business’s Visibility!


Since many people are using Google and its other platforms, you can increase your business’s visibility by using Google Ads. Consider optimising your Google Ads so more potential customers will come across your SEM campaigns, gain leads, and earn more conversions. 


Contact a premier google partner like OOm at +65 6690 4049 or leave a message on our website if you need help with optimising your Google Ads and implementing effective digital marketing campaigns.

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