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.

 

What is Google Ads? 

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.

 

How 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 the user. 

Google Ads offers some ways to advertise, they are: 

1. Research network 

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.

 

2. Display network 

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.

 

3. Shopping 

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 actual store. 

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 Shopping: 

● Product ad: These are created based on your product data sent to the Merchant Center.  

● Inventory 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 Network.

 

4. Video 

A video campaign can be highly relevant considering that many users search YouTube directly for the first time by brand or product. 

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 or product. 

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 offers: 

 

●      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. 

 

●      In-Stream

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.

 

●      Discovery 

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.

 

●      Masthead 

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 Metrics 

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:

 

● Conversion Rate 

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. 

 

● ROI 

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 purposes. 

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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