If your goal is to increase sales, whatever
your business, investing in a Google ad traffic campaign is one of the best
ways to maximize your profits.
Just to give you an idea of the power of
this tool, the ads created in Google ads can appear on more than 2 million
websites and reach 90% of Internet users worldwide.
Want to learn how to show your product to the
right people at the right time? In this post, we will show you some details about
Google Advertising, its features, ad format, and most important KPIs to ensure
the success of your campaign.
Google AdWords is Google's advertising and
advertising platform. Launched in 2000 and redesigned in 2018, the tool is essential
for any traffic strategy.
The platform prioritizes mobile-friendly
concepts. That is, its layout and performance were designed for those who
access the platform from mobile devices. It offers features similar to the
Google Marketing Platform - a combination of DoubleClick Advertiser Network and
Google Analytics 360.
Google also offers ads: Smart ads feature that
allows ads across different platforms. And Google AdSense Integration Center
functionality, which lets you integrate all Google and non-Google products for
better marketing management and performance.
Google Ads Works.
Google ads work with an auction process, a
company pays for visibility. When a user does a Google search, Google finds an
ad using the keywords in that ad that matches that search.
From these ads, the system selects people who
are eligible to show up. Basically, it is the combination of bid amount and ad
quality that will determine which ad and in which position it will appear to
Google Ads offers some ways to advertise, they
When advertising on the search network, your
ad may appear at the top or bottom of the page, in addition to the search
results, on Google's shopping, images, apps, and partner websites. It is
possible to add or remove these partners when creating campaigns.
Text, shopping, graphic, or video ads can be
created. What appears in the search results signals the user with the 'ADD' tag
that they are a sponsored link.
A group that brings together over 2 million
blogs, websites, news portals, emails, videos, and apps from Google and
partners where your ads may appear. This is ideal for retaining the user at the
beginning of the buying journey and for re-marketing strategy.
The Display Network site has reached more than
90% of Internet users worldwide. When advertising through the Display Network,
it is also possible to share viewers and create ads through banners with images
and interactive elements.
The goal of retailers and e-commerce can be worked
out in 20 countries. With this platform, you can advertise your products,
increase your website traffic, build leads and even attract customers to your
To place ads on Google Shopping, you need to
send data to the Google Merchant Center, such as product image, title, price,
payment terms, store name. Google Shopping will use this information (not
keywords) to determine when and where the ad will appear.
You can make two types of advertisements in
ad: These are created based on your product data sent to the Merchant
Advertising: Product data sent to the Merchant Center is combined with
inventory data. Your store page is hosted on Google's local storefront, where
users can see which products are available in a physical store, address,
opening hours, and more. Inventory ads do not appear on the Google Display
A video campaign can be highly relevant
considering that many users search YouTube directly for the first time by brand
Another advantage is that you don't have to
create content to create value for your company. This is because your ad will
appear before or during videos whose content is related to the advertised brand
YouTube video ad promotions are created,
optimized, and monitored from within Google ads. Video ads usually need to be
hosted on YouTube. But it can be displayed on Google Partner video platforms,
websites, and apps, depending on the campaign configuration.
See below the types of ads that Youtube
● Bumper Ads
Short, compelling ads appear up to 6 seconds
before or during the video. The user has no choice but to avoid this ad. They
use CPM (cost per thousand impressions) bidding. This is an interesting format
for promoting the brand's goal of increasing visibility.
There are two options in this format: the
first is a skippable ad, which lasts up to 30 seconds, and gives the user the
option to skip the ad after 5 seconds.
The second option, which cannot be omitted, is
at least 15 seconds. Both are charged between CPV (cost per view) or
interaction bids, whichever comes first.
If the goal of your campaign is to increase
traffic, lead, and sales, then these are the best formats to invest in.
This is an ad that appears in small format
with text, as part of a YouTube search result, next to related videos, or on a
mobile YouTube homepage. Charges are levied only when the user clicks on the
ad. Ideal for considering products and brands.
This ad format is only available by
reservation, you must contact a Google Sales Advisor to get campaign impression
estimates and goals
They are ideal for reaching a wide audience in
a short time. May appear in the YouTube app for a computer, YouTube app, and
TV. CTA is not included in TV commercials. They are charged by the CPM.
Google ads are one of the best tools to
increase your brand visibility, generate hits and convert them into sales. In
order to use the tool effectively, it is important to understand which matrix
and KPI (Key Performance Indicator) are most relevant.
Top Google Ads Metrics:
The conversion rate is the percentage of users
who completed the final campaign, such as an action. These activities may be a
purchase, filling out a form, or contacting us, for example, actions vary
depending on the commercial purposes of the campaign.
This is calculated by dividing the number of
conversions by the number of visitors to your site.
Conversions / visitors = conversion rate
● CTR - Click Through Rate
The Click-through rate is the percentage of
users who click on a link after viewing it.
CTR is very easy to calculate, just divide by
the number of clicks and views in the ad.
Number of clicks/number of views = CTR
CTR assessment is especially important for
those who choose CPC as a payment method. The higher the CTR, the lower the
CPC, because Google understands that your ads are relevant to the user.
Return on investment is a metric used to
determine how much a company has earned from an investment. In the case of
Google ads, how much money your business has spent on a campaign is compared to
how much it has spent.
To calculate ROI you need to subtract costs
from total revenue and divide the result by cost again.
ROI = (revenue - cost) / (cost)
To help measure ROI it is important to pay
attention to the Conversion Rate. ROI is the KPI that shows the real impact of
a paid Google Ads traffic campaign on your company's bottom line.
Metrics should be monitored according to the
campaign goals. If the purpose is to convert and increase sales, you should
monitor specific data that would be irrelevant to a campaign whose purpose is
to generate traffic, for example.
The analyzed data must be used to improve
campaign optimization, to invest more in actions that present the best results,
to make changes or omissions that do not provide satisfactory results for your
Now that you know all the possibilities that
your business can benefit from the traffic given to Google ads, it’s time to
get your hands dirty. If you do not have a qualified professional to create and
manage your company's marketing strategy. Get in touch with one of our
consultants, Famenet Influencer Marketing Company has national and
international cases in addition to a team prepared to serve clients from the
most diverse sectors.
Paid Traffic is the quick and easy way to show
your business to thousands of people at an affordable cost and increase your
sales. We are an agency specializing in digital marketing globally.
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