Remember how you searched the Internet for the perfect family car, looked through articles about it, and then you end with a banner with an image of a cool modern car that immediately won your heart? This could be contextual advertising, and today we will talk about it within Google.
This is one of the most significant ways of targeting advertising on Google, when you find a small target group among the broadest audience interested in a particular topic. Ads must match the pages perfectly on the following basis: subject, keywords and specific placements. For example, if an Internet user reads an article about the health benefits of exercise, then a corresponding advertisement will appear on his page. It is displayed depending on where this or that user is now. This is a great choice for a modern person who wants serious promotion.
Now let's talk about organic reach, that is, a certain number of people who received an unpaid publication of your page. It is very important when launching a website, online store, offering your services or selling goods on the Global Network. However, often, in order to reach a new group of recipients, we decide to increase reach through the use of advertising, especially when we care about time (gaining popularity using only organic reach is certainly possible, but this path is much more durable). In this case, the Google Ads tool will work best, thanks to which we can count on quick, noticeable results.
Google Ads is an advertising system from Google that allows you to create links what means, placing text, graphic and even video ads. You encounter Google Ads every day while surfing the internet, seeing different ads on the right or at the top of a website with a green annotation.
But that's not all. Google Ads is shown on Youtube as videos, in mobile applications - as graphic banners. In the case of Gmail, they come under the Inbox subcategory of Suggestions and Communities. As you can see, contextual advertising from Google is everywhere, which is one of the arguments to order it. It is a powerful promotion tool, so it is worth learning more about it.
Google Ads works by selecting keywords that bid on frequency - the more frequent a keyword, the higher the bid, because there is more competition. The system works according to the auction model. During the auction, the advertiser determines the maximum amount that he can spend per click - this is CPC, that is, the cost per click. Another solution is CPM (cost per mille) - cost per 1000 showings, this solution works for ad networks and YouTube ads. Quality Score is also an important factor in bidding. After all, Google wants your ads to be truly relevant to your audience, that is, when the searched and found match. The Quality Score can be checked for each keyword, and the maximum possible value is 10. If your Google advertising is good by quality, you have a chance to be higher than your competitors and pay less for your campaign.
No minimum nor the maximum amount you should spend on Google AdWords. Everything must be adapted to the expectations and capabilities of the client - the business goal and the available budget are important here. However, experience has shown that advertising on Google is really effective, and its price pays off in full. In this context, it's worth talking about ROI.
So ROI is an important issue. ROI measures the cost per conversion value at the level of each campaign element. Thanks to this, we can evaluate the effectiveness of this or that element, compare it with others and draw conclusions for the future.
Advertising is placed on the site depending on its content. Thematic link to the page on which it is displayed means that we are shown to the user when it is important to him. Each contextual ad needs its own unique landing page that the user is taken to when they click. Then the only step to success for him is conversion. Remember that Google ad does not affect user’s privacy.
In Google AdWords, potential customers see your ad only if they are interested in it. Therefore, advertising must exactly meet their expectations, respond to their requests and needs. When creating content, first, you should take care of the careful and accurate selection of keywords and ideas. You should think about what people looking for your product are typing into the search engine, what they care about the most.
It's important to focus on your company's greatest strengths. In the content of the ad (and when using additional extensions) it is useful to communicate what distinguishes this offer from that of competitors. This can be, for example, the availability of a limited collection or the current discount on purchases, free shipping or immediate delivery - then your offer from the first lines of text will seem more attractive than others.
When shopping on the World Wide Web, consumers are product-oriented, that is, they pay less attention to the website offering the product, and instead focus on choosing the best and most visible offer.
It is worth ordering contextual advertising in Google in order to attract users to your website who are actively looking for products or services similar to yours. How can you imagine a more promising group of potential customers?
The matter is, of course, a little more complicated. You need to customize your ad campaign to direct the right people to your site - and here keywords play a dominant role that matches the desires of potential customers who are ready to buy. However, the potential for use is broader.
Setting up a Google Adsad is about identifying keywords that are appropriate for a specific website (words that best describe the industry and topic of the company / page). After entering the keyword into the search engine, the user will see an advertisement for your resource in the first 4 positions in the Google search results. The main task of the Studio Webmaster is to create attractive advertising content that will appear as a description of the website and encourage the Google user to visit your site.
! You are not allowed to use exclamation marks and Caps Lock when creating Google Adsadvertising content.
In the case of Google AdWords, we are dealing with a daily budget. Paid for contextual advertising is charged only when the user clicks on it.
It is worth paying attention to the method of setting bids. If you chose the default setting of “Max Clicks,” remember that this will be risky, as the system will focus on generating clicks within budget. To have more control, simply set the maximum frequency per click, its limit. You can also choose the second option, that is, choose the price by yourself.
You can decide at what time your campaign will be displayed.
Our Google Ads specialist will customize ads for your company so that they are shown to users in a recipient group that you yourself define (potential customers). Appropriate selection of key phrases (that is, the queries that users enter into a search engine) impacts on getting valuable traffic to your website. After all, a Google Ads text ad only attracts a user interested in your products or services.
There are undoubtedly many benefits to using Google Ads. This is a contextual advertising service that allows you to diversify between platforms - search engine, Gmail, YouTube. And also adjust the budget in accordance with your capabilities and expectations. And when done right, it doesn't cost much. We are free to customize our ad targeting by narrowing our audience to make sure it reaches potential customers, such as those who have viewed your product or service in the past. In addition, Google Ads allows you to strictly control costs and effects, as well as conduct experiments to optimize your ads in the future. So, we are talking about a great tool if we want to increase website traffic and have a positive impact on sales.
Accuracy
Google contextual advertising will be displayed if there is a certain keyword on the page. You can also select specific pages within websites or start advertising on a site within a specific web domain. In the absence of time to scroll through dozens of pages in search of the desired pages, you can choose page themes. Then the system itself will select it for you, pages that are classified according to the desired topic.
Control
You can also exclude ads from displaying based on the context of the content. These actions are performed in cases where the content of the site does not correspond to the adopted strategy. You can exclude this content in several ways. Keywords will not appear on subpages that are in the content. Excluding additional addresses will exclude them from your contextual campaign. In contrast, excluding a domain name blocks ads from showing across the entire site. There is also the option to exclude thematic pages, in the context of which we do not want to display ads. Then you just need to add certain categories of page topics on which the client does not want to display Google contextual ads.
Flexibility
You decide in which context the ad will be displayed, contextual campaign. There is a great opportunity to both include and exclude some forms of contextual targeting. During the advertising campaign, you can freely change the settings depending on the results achieved. The flexibility in choosing the age, gender, interests, devices and location of people in such a campaign means that not every user should see ads. You can choose, for example, women between the ages of 24 and 35 who are staying in Krakow and have been classified as food lovers. This combination will then allow you to display ads promoting the cooking course only to people who are truly interested in cooking.
Do you want to order advertising on Google in Chisinau? Studio Webmaster specialists are happy to help you solve your business problems.
