Best Digital Marketing Agency in India | SEO | SMM | Website Design | Public Relation | Lead Generation | Content Marketing | Whatsapp Marketing | Native Ads
Best Digital Marketing Agency in India | SEO | SMM | Website Design | Public Relation | Lead Generation | Content Marketing | Whatsapp Marketing | Native Ads

Here’s a step-by-step guide to Google Adwords:

Digital marketing Agency in Meerut

Here’s how to master Google Ads. You’ll learn how to create a successful strategy, align it with business goals, and optimize it.

This might be the wake-up call your business needs if you don’t use Google Ads.

The most popular digital marketing platform, Google Ads, generated over Rs. 4640 billion in ad revenue in Q2.

Over 8.5 billion searches are conducted each day by Google, which holds just under 92% of the global search engine market share.

You’ll learn the ins and outs of the Google Ads platform with this comprehensive guide, leaving you with the tools, techniques, and best practices you need for optimal digital marketing results.

Google Adwords: What Is It?

Advertisers can purchase ad space on Google-owned properties through Google Ads.

Previously known as Google AdWords, the platform has been around since October 2000.

The advertising platform has evolved and expanded since its conception. In July 2018, Google Ads officially rebranded as Google Ads.

The Google Ads network is a great way for companies to reach potential customers.

A Google Ads search ad shows up on the search engine results page (SERP) when users search for relevant products and searches of the advertiser.

Digital marketing Agency in Meerut

Screenshot from search for [Best document management system in India], Google, February 2023

The top two results on the search results page for “project management” are ads, followed by an organic result.

Bidding on keywords does not guarantee that your ad will appear above organic results or even at the top.


Depending on their goals, companies rely on Google’s other products like Display ads, Shopping ads, YouTube ads, and more.

Let’s talk about who should use Google Ads based on their goals.

What is the best time to use Google Adwords?

It is possible to use Google Ads for a variety of business objectives and goals.

Google Ads can help your company achieve any of these objectives.

  • Establishing a new business. Especially when launching a new business, Google Ads can help you reach new audiences quickly. You can reach potential customers faster with Google Ads since organic traffic takes time with new content.

  • Lead generation should be increased. Google Ads can help you reach users interested in your products or services and direct them to lead-gen forms on your website if your business relies on lead generation.

  • Increasing sales and revenue. Google Ads can be a powerful sales tool for e-commerce brands. The ads can show products directly in search results or while a user is browsing the web, from search to shopping to video.

  • Promoting content that is time-sensitive. You can reach a targeted audience quickly and effectively with Google Ads if you have time-sensitive promotions, events, or sales.

  • Expand your audience. With Google Ads, you can target specific demographics, interests, geographic locations, and more. Niche markets can especially benefit from this.

  • Regain the trust of website visitors. Remarketing campaigns may help you re-engage users who have previously visited your website but didn’t convert by reminding them of your products or services.

Have you gotten the picture yet?

Almost any business goal or objective can be achieved with Google Ads.

This platform offers a variety of campaign types that can help reach those overarching business goals.

Google Ads: How Do They Work?

To understand how Google Ads works, we need to understand who is involved in advertising.

In a Google Ad auction, there are three key participants:

  • It is the consumer/searcher who makes the purchase.

  • This is the advertiser.

  • Platform for advertising.

For most campaigns, Google Ads uses a “cost-per-click” (CPC) model.

In campaigns aimed at raising awareness, cost-per-mille (CPM) is typically used. An advertiser pays per 1,000 impressions.

A bid is placed on a specific keyword in order for an advertiser’s ad to appear when a user searches for that word.

Due to the bidding model, advertisers have to compete with each other for coveted ad space.

The maximum bid in a CPC model is the amount an advertiser is willing to pay per click in order for someone to click on their ad and potentially make a purchase.

Advertisers’ ads are shown to potential customers when they search for keywords that match what they have bid on.

A real-time auction is held by Google Ads during a user’s Google search to determine what advertisers’ ads will appear to that user. Later, we’ll discuss the factors that affect ad order on the SERP.

An advertiser has to know which keywords they should bid on in their campaigns to understand how Google Ads work. As a result, Google Ads knows when and how to display ads based on those targeted keywords.

A user’s interest has to be high enough for an ad to appear for those targeted keywords.

Adwords Basics

Let’s go over a few basic terms now that you understand how Google Ads auctions work.

You should familiarize yourself with them and study them.

Defined in this section are:

  • Assets (formerly extensions).

  • The ad rank.

  • The bidding strategy.

  • The type of campaign.

  • The click-through rate (CTR).

  • The conversion rate.

  • Impression.

  • The keywords.

  • The landing page.

  • The quality score.

  • Identifying targets.

Ad assets

Advertisers can add additional content to their search ads by using ad assets. The cost-per-click (CPC) of an ad asset would be the same as the ad itself.

The following are currently available ad assets in Google Ads:

  • Sitelinks.

  • Call.

  • Location.

  • Callout.

  • Structured snippets.

  • Price.

  • App.

  • Lead forms.

Ad Rank

Google Ads’ Ad Rank is a metric. Your ad’s position in any given auction is determined by this value.

Ad Rank is determined by a variety of factors, such as your bid amount, real-time ad quality, and competition.

The next section discusses Ad Rank in more detail.

Strategy for bidding

In Google Ads, bidding strategies are set at the campaign level.

Essentially, a bidding strategy is a set of rules and parameters defined by the advertiser to determine the optimal cost per action.

According to the campaign goal, Google offers many different bidding types.

There are three main categories of bidding strategies:

  • Bidding based on conversions. With Smart Bidding, Google offers numerous strategies to consider conversion goals such as CPA or ROAS.

  • Bidding on clicks. Bid strategies such as these are typically chosen when the campaign goal is to drive traffic to a website.

  • Bidding based on reach. If brand awareness is the primary objective of the campaign, different bid strategies are available.

In this article, you will learn more about bidding strategy types.

Type of campaign

A campaign type must be selected when creating a new Google Ads campaign.

Campaign types determine:

  • Google inventory on which an ad can appear.

  • The available ad formats and assets.

  • The types of targeting available.

For more information, visit the types of Google Ads campaigns section.

CTR (Click-Through Rate)

Another important Google Ads metric is click-through rate (CTR).

CTR is calculated by taking the number of clicks received on an ad and dividing it by the number of impressions.

A variety of campaign types yield different CTR benchmarks, mainly due to differences in ad position, ad format, and ad location.

A Search ad reports a higher CTR than a Display ad, for example, since Search is more intent-driven, while Display is passive.

Rate of conversion

An ad’s conversion rate is determined by the number of primary actions (conversions) against the number of clicks.

A conversion action could include a purchase, website form submission, subscription signup, and more.

The high conversion rate usually indicates the ad, as well as the content displayed on the website page, were relevant to the user.

The impression

Google counts impressions every time an ad is displayed.

Ad impressions are sometimes referred to as “eyeballs.”.

It is useful when analyzing low CTR scenarios to use the impression metric when calculating CTR.

One user can account for multiple impressions – meaning they can see the same ad more than once – so impressions don’t represent unique “eyeballs” on ads.

Keyword

In Search campaigns, keywords are words or phrases advertisers bid on.

Choosing keywords to bid on should align with what your target customer is searching for.

In Google Ads, you can choose from three types of keyword match:

  • The match is broad.

  • Matching phrases.

  • Matching exactly.

Negative keywords are words that you don’t want your ads to appear for.

Using a negative keyword list properly will prevent your ad from appearing when users search for phrases within it.

A negative keyword list can be added to an ad group, campaign, or account.

The landing page

After clicking an ad, a user will land (no pun intended) on your landing page.

When creating a landing page, you must ensure that the website experience matches the ad promise.

If the landing page doesn’t match the ad, you’ve wasted marketing dollars.

The quality score

Ad quality is measured by the Quality Score metric.

A score of 1 to 10 is given for each of three components:

  • CTR expected.

  • Relevance of ads.

  • Experience with landing pages.

You can learn more about Quality Score in the next section on Ad Rank.

Identifying targets

You can narrow down the audience for your ad using the many options provided by Google.

Targeting involves choosing specific criteria to define and reach a particular audience.

Google allows the following types of audience targeting based on campaign type:

  • Targeting by location.

  • Targeting by demographics.

  • Targeting based on interests.

  • Targeting devices.

  • Targeting by ad schedule.

  • Using retargeting.

  • Targeting by placement.

  • Targeting based on context.

  • Targeting by custom or combination.

In order to ensure your ads reach the intended audience and achieve campaign objectives, you need effective targeting.

What is the cost of Google Adwords?

You can refer to a variety of benchmark resources, but the best answer is:

Depending on the situation.

The cost of Google Ads depends on a number of factors. Among them are:

  • Budget for an average day.

  • The ad rank.

Let’s take a closer look at each of these.

The average daily budget

A campaign’s maximum daily budget is determined by the advertiser.

If you work in Google Ads, you’ll see that the daily budget is not followed strictly.

In Google’s definition of spending limits, cost is determined by:

  • There should be a daily budget limit (no more than 2x your average daily budget).

  • There should be a monthly spending limit (no more than 30.4x your average daily budget).

As a result, campaign spending can sometimes look like this.

Support.google.com, September 2023

The average daily budget should be high enough to meet both campaign and business objectives.

Doing your research on average CPCs in your industry is also important before setting a daily budget.

A daily budget of $50 is not enough if your industry is competitive, where CPCs range from $20 to $30. It is likely that your ads won’t show as much since the algorithm is limited in its ability to learn.

Rank of ads

The Ad Rank metric affects how much Google Ads cost.

Each ad is assigned an AdRank value by Google, which determines where it appears in the search engine results.

When your ad is entered into an auction, Google compares your Ad Rank with other advertisers bidding on the same keyword.

Setting huge daily budgets and CPC limits isn’t enough.

Besides CPC bids, Ad Rank also considers other factors. Ad rank is composed of the following components:

  • Amount of the bid.

  • Score/quality of the ad (expected CTR, relevance of the ad, landing page experience).

  • Thresholds for Ad Rank.

  • Auction competitiveness.

  • Search context for a user.

There are items within Ad Rank that you cannot influence.

In neither the auction competition nor the context of a user search are advertisers in control. In addition, since Ad Rank thresholds are dynamic and determined by other advertisers, marketers cannot directly influence them.

Bid amount and ad quality are the most important factors marketers should consider when optimizing Google Ads costs.

  • Amount of the bid. The amount you are willing to pay to appear in a specific position when someone searches a keyword. There is a minimum threshold and a maximum threshold. When you set a maximum CPC of $2 and the next highest bidder has a maximum CPC of $1.60, you would pay $1.61.

  • CTR expected. During the ad auction, your ad is more likely to be clicked on by a potential customer. Sadly, Google doesn’t provide much context for determining what that likelihood is.

  • Relevance of ads. How closely your ad copy and assets match the user’s search query.

  • Experience with the landing page. The relevance or usefulness of the landing page for the user who clicked on the ad.

You can improve the cost efficiency of your Google Ads campaigns by improving these aspects.

Google Ad Types

Almost any brand can benefit from Google’s advertising platform, which offers a wide range of digital ad types.

You can choose from the following types of campaigns:

  • Campaigns for search engines.

  • Campaigns for display.

  • Campaigns for shopping.

  • Campaigns with video.

  • Campaigns for mobile apps.

  • Campaigns based on Performance Max.

  • Campaigns to generate demand.

The following ad types are available within those campaigns:

  • Advertisements in text.

  • Ads that are responsive.

  • Ads with images.

  • Promotional ads for apps.

  • Advertisements in video.

  • Advertisements for shopping.

  • Ads that are only available by phone.

Due to the fact that different ad formats can be used in different campaign types, let’s take a closer look at the Google Ads campaign types.

Campaigns for search engines

Until now, Search ads have been the main focus.

On the search engine results page for a specific keyword, search campaigns use the text ad format, more specifically, the Responsive Search ad.

A primary ad is text-based, but marketers can complement it with countless ad assets. Ad assets such as images, price promotions, and sitelinks are popular.

Here is an example of a search ad for the keyword “standing desk.”

Google search for [standing desk], September 2023

Above the brand name is a black “Sponsored” symbol.

In this example, image assets are used to give the user a better visual of the product in order to encourage a click. Additionally, the advertiser uses promotional assets.

This particular search displays other ad types, even above the text ad, as you can see from the example. Shopping campaigns are those.

Digital marketing Agency in Meerut

Screenshot from search for [Best document management system in India], Google, February 2023

Campaigns for shopping

Brands can use shopping campaigns to promote products more visually than just on search results pages.

For the “standing desk” example, a shopping campaign ad consists primarily of a product title, description, price, and image.

Google search for [standing desk], September 2023

Advertisers’ Merchant Center product feeds are used for shopping campaigns.

To ensure your products are represented accurately, you should use many more available fields within a product feed.

The following Google properties can display shopping ads:

  • Results page for a search.

  • Tab for shopping.

  • Images from Google.

  • Websites that are part of the Google Search Network.

  • If you use Performance Max campaigns, you will be able to reach even more people.

Digital marketing Agency in Meerut

Screenshot from search for [mobile phone under 20000], Google, February 2023

Using display campaigns

Google Display Network campaigns typically display text and image assets on web pages or apps.

Responsive Display ads are the primary ad format. A responsive display ad combines headlines, descriptions, images, brand logos, or videos to create the perfect ad format for each individual.

For users wanting to reach their target audience or retarget interested users into reengaging with them and purchasing, display campaigns are ideal.

Using Google Adwords, advertisers can target (or exclude) specific website categories, apps, or placements.

In addition, Google has recently allowed Display ads to appear on YouTube. It is important to review this, especially if you plan to run YouTube ads alongside Display ads.

Campaigns using video

Advertisers can use video campaigns not only on YouTube, but also on Google video partner sites and apps.

With YouTube, you can reach a massive, scalable audience.

Make sure you disable Google video partners within campaign settings if you only want to display ads on YouTube.

Depending on your goals, you can choose from multiple video ad formats:

  • In-stream ads that can be skipped. YouTube ads can play before, during, or after other videos. After five seconds, users can skip the ad.

  • In-stream ads that cannot be skipped. The video length is limited to 15 seconds since these ads cannot be skipped.

  • A bumper ad. It is a short video format, lasting only six seconds or less. These ads cannot be skipped by users. The purpose of these campaigns is to increase awareness and reach a wider audience.

  • Video ads in the feed. YouTube is the only place where this ad format appears. Depending on the ad size and format supported by content publishers, this ad may appear differently. Users discover content in these areas. When a viewer clicks on the ad thumbnail, they’re taken to the brand’s YouTube watch or channel page.

  • Ads that appear outstream. Google video partner websites and apps only display this ad format, not YouTube. Mobile and tablet devices are the only devices that support them.

Digital marketing Agency in Meerut

Screenshot from search for [How will ai change the world], Google, February 2023

A skippable in-stream ad plays before a video I searched for in the example. A user can skip after the five-second countdown in the lower right corner of the video.

The example also shows another ad by the same brand, which takes up almost the entire page.

Here’s a step-by-step guide to Google Adwords:

Digital marketing Agency in Meerut

Here’s how to master Google Ads. You’ll learn how to create a successful strategy, align it with business goals, and optimize it.

This might be the wake-up call your business needs if you don’t use Google Ads.

The most popular digital marketing platform, Google Ads, generated over Rs. 4640 billion in ad revenue in Q2.

Over 8.5 billion searches are conducted each day by Google, which holds just under 92% of the global search engine market share.

You’ll learn the ins and outs of the Google Ads platform with this comprehensive guide, leaving you with the tools, techniques, and best practices you need for optimal digital marketing results.

Google Adwords: What Is It?

Advertisers can purchase ad space on Google-owned properties through Google Ads.

Previously known as Google AdWords, the platform has been around since October 2000.

The advertising platform has evolved and expanded since its conception. In July 2018, Google Ads officially rebranded as Google Ads.

The Google Ads network is a great way for companies to reach potential customers.

A Google Ads search ad shows up on the search engine results page (SERP) when users search for relevant products and searches of the advertiser.

Digital marketing Agency in Meerut

Screenshot from search for [Best document management system in India], Google, February 2023

The top two results on the search results page for “project management” are ads, followed by an organic result.

Bidding on keywords does not guarantee that your ad will appear above organic results or even at the top.


Depending on their goals, companies rely on Google’s other products like Display ads, Shopping ads, YouTube ads, and more.

Let’s talk about who should use Google Ads based on their goals.

What is the best time to use Google Adwords?

It is possible to use Google Ads for a variety of business objectives and goals.

Google Ads can help your company achieve any of these objectives.

  • Establishing a new business. Especially when launching a new business, Google Ads can help you reach new audiences quickly. You can reach potential customers faster with Google Ads since organic traffic takes time with new content.

  • Lead generation should be increased. Google Ads can help you reach users interested in your products or services and direct them to lead-gen forms on your website if your business relies on lead generation.

  • Increasing sales and revenue. Google Ads can be a powerful sales tool for e-commerce brands. The ads can show products directly in search results or while a user is browsing the web, from search to shopping to video.

  • Promoting content that is time-sensitive. You can reach a targeted audience quickly and effectively with Google Ads if you have time-sensitive promotions, events, or sales.

  • Expand your audience. With Google Ads, you can target specific demographics, interests, geographic locations, and more. Niche markets can especially benefit from this.

  • Regain the trust of website visitors. Remarketing campaigns may help you re-engage users who have previously visited your website but didn’t convert by reminding them of your products or services.

Have you gotten the picture yet?

Almost any business goal or objective can be achieved with Google Ads.

This platform offers a variety of campaign types that can help reach those overarching business goals.

Google Ads: How Do They Work?

To understand how Google Ads works, we need to understand who is involved in advertising.

In a Google Ad auction, there are three key participants:

  • It is the consumer/searcher who makes the purchase.

  • This is the advertiser.

  • Platform for advertising.

For most campaigns, Google Ads uses a “cost-per-click” (CPC) model.

In campaigns aimed at raising awareness, cost-per-mille (CPM) is typically used. An advertiser pays per 1,000 impressions.

A bid is placed on a specific keyword in order for an advertiser’s ad to appear when a user searches for that word.

Due to the bidding model, advertisers have to compete with each other for coveted ad space.

The maximum bid in a CPC model is the amount an advertiser is willing to pay per click in order for someone to click on their ad and potentially make a purchase.

Advertisers’ ads are shown to potential customers when they search for keywords that match what they have bid on.

A real-time auction is held by Google Ads during a user’s Google search to determine what advertisers’ ads will appear to that user. Later, we’ll discuss the factors that affect ad order on the SERP.

An advertiser has to know which keywords they should bid on in their campaigns to understand how Google Ads work. As a result, Google Ads knows when and how to display ads based on those targeted keywords.

A user’s interest has to be high enough for an ad to appear for those targeted keywords.

Adwords Basics

Let’s go over a few basic terms now that you understand how Google Ads auctions work.

You should familiarize yourself with them and study them.

Defined in this section are:

  • Assets (formerly extensions).

  • The ad rank.

  • The bidding strategy.

  • The type of campaign.

  • The click-through rate (CTR).

  • The conversion rate.

  • Impression.

  • The keywords.

  • The landing page.

  • The quality score.

  • Identifying targets.

Ad assets

Advertisers can add additional content to their search ads by using ad assets. The cost-per-click (CPC) of an ad asset would be the same as the ad itself.

The following are currently available ad assets in Google Ads:

  • Sitelinks.

  • Call.

  • Location.

  • Callout.

  • Structured snippets.

  • Price.

  • App.

  • Lead forms.

Ad Rank

Google Ads’ Ad Rank is a metric. Your ad’s position in any given auction is determined by this value.

Ad Rank is determined by a variety of factors, such as your bid amount, real-time ad quality, and competition.

The next section discusses Ad Rank in more detail.

Strategy for bidding

In Google Ads, bidding strategies are set at the campaign level.

Essentially, a bidding strategy is a set of rules and parameters defined by the advertiser to determine the optimal cost per action.

According to the campaign goal, Google offers many different bidding types.

There are three main categories of bidding strategies:

  • Bidding based on conversions. With Smart Bidding, Google offers numerous strategies to consider conversion goals such as CPA or ROAS.

  • Bidding on clicks. Bid strategies such as these are typically chosen when the campaign goal is to drive traffic to a website.

  • Bidding based on reach. If brand awareness is the primary objective of the campaign, different bid strategies are available.

In this article, you will learn more about bidding strategy types.

Type of campaign

A campaign type must be selected when creating a new Google Ads campaign.

Campaign types determine:

  • Google inventory on which an ad can appear.

  • The available ad formats and assets.

  • The types of targeting available.

For more information, visit the types of Google Ads campaigns section.

CTR (Click-Through Rate)

Another important Google Ads metric is click-through rate (CTR).

CTR is calculated by taking the number of clicks received on an ad and dividing it by the number of impressions.

A variety of campaign types yield different CTR benchmarks, mainly due to differences in ad position, ad format, and ad location.

A Search ad reports a higher CTR than a Display ad, for example, since Search is more intent-driven, while Display is passive.

Rate of conversion

An ad’s conversion rate is determined by the number of primary actions (conversions) against the number of clicks.

A conversion action could include a purchase, website form submission, subscription signup, and more.

The high conversion rate usually indicates the ad, as well as the content displayed on the website page, were relevant to the user.

The impression

Google counts impressions every time an ad is displayed.

Ad impressions are sometimes referred to as “eyeballs.”.

It is useful when analyzing low CTR scenarios to use the impression metric when calculating CTR.

One user can account for multiple impressions – meaning they can see the same ad more than once – so impressions don’t represent unique “eyeballs” on ads.

Keyword

In Search campaigns, keywords are words or phrases advertisers bid on.

Choosing keywords to bid on should align with what your target customer is searching for.

In Google Ads, you can choose from three types of keyword match:

  • The match is broad.

  • Matching phrases.

  • Matching exactly.

Negative keywords are words that you don’t want your ads to appear for.

Using a negative keyword list properly will prevent your ad from appearing when users search for phrases within it.

A negative keyword list can be added to an ad group, campaign, or account.

The landing page

After clicking an ad, a user will land (no pun intended) on your landing page.

When creating a landing page, you must ensure that the website experience matches the ad promise.

If the landing page doesn’t match the ad, you’ve wasted marketing dollars.

The quality score

Ad quality is measured by the Quality Score metric.

A score of 1 to 10 is given for each of three components:

  • CTR expected.

  • Relevance of ads.

  • Experience with landing pages.

You can learn more about Quality Score in the next section on Ad Rank.

Identifying targets

You can narrow down the audience for your ad using the many options provided by Google.

Targeting involves choosing specific criteria to define and reach a particular audience.

Google allows the following types of audience targeting based on campaign type:

  • Targeting by location.

  • Targeting by demographics.

  • Targeting based on interests.

  • Targeting devices.

  • Targeting by ad schedule.

  • Using retargeting.

  • Targeting by placement.

  • Targeting based on context.

  • Targeting by custom or combination.

In order to ensure your ads reach the intended audience and achieve campaign objectives, you need effective targeting.

What is the cost of Google Adwords?

You can refer to a variety of benchmark resources, but the best answer is:

Depending on the situation.

The cost of Google Ads depends on a number of factors. Among them are:

  • Budget for an average day.

  • The ad rank.

Let’s take a closer look at each of these.

The average daily budget

A campaign’s maximum daily budget is determined by the advertiser.

If you work in Google Ads, you’ll see that the daily budget is not followed strictly.

In Google’s definition of spending limits, cost is determined by:

  • There should be a daily budget limit (no more than 2x your average daily budget).

  • There should be a monthly spending limit (no more than 30.4x your average daily budget).

As a result, campaign spending can sometimes look like this.

Support.google.com, September 2023

The average daily budget should be high enough to meet both campaign and business objectives.

Doing your research on average CPCs in your industry is also important before setting a daily budget.

A daily budget of $50 is not enough if your industry is competitive, where CPCs range from $20 to $30. It is likely that your ads won’t show as much since the algorithm is limited in its ability to learn.

Rank of ads

The Ad Rank metric affects how much Google Ads cost.

Each ad is assigned an AdRank value by Google, which determines where it appears in the search engine results.

When your ad is entered into an auction, Google compares your Ad Rank with other advertisers bidding on the same keyword.

Setting huge daily budgets and CPC limits isn’t enough.

Besides CPC bids, Ad Rank also considers other factors. Ad rank is composed of the following components:

  • Amount of the bid.

  • Score/quality of the ad (expected CTR, relevance of the ad, landing page experience).

  • Thresholds for Ad Rank.

  • Auction competitiveness.

  • Search context for a user.

There are items within Ad Rank that you cannot influence.

In neither the auction competition nor the context of a user search are advertisers in control. In addition, since Ad Rank thresholds are dynamic and determined by other advertisers, marketers cannot directly influence them.

Bid amount and ad quality are the most important factors marketers should consider when optimizing Google Ads costs.

  • Amount of the bid. The amount you are willing to pay to appear in a specific position when someone searches a keyword. There is a minimum threshold and a maximum threshold. When you set a maximum CPC of $2 and the next highest bidder has a maximum CPC of $1.60, you would pay $1.61.

  • CTR expected. During the ad auction, your ad is more likely to be clicked on by a potential customer. Sadly, Google doesn’t provide much context for determining what that likelihood is.

  • Relevance of ads. How closely your ad copy and assets match the user’s search query.

  • Experience with the landing page. The relevance or usefulness of the landing page for the user who clicked on the ad.

You can improve the cost efficiency of your Google Ads campaigns by improving these aspects.

Google Ad Types

Almost any brand can benefit from Google’s advertising platform, which offers a wide range of digital ad types.

You can choose from the following types of campaigns:

  • Campaigns for search engines.

  • Campaigns for display.

  • Campaigns for shopping.

  • Campaigns with video.

  • Campaigns for mobile apps.

  • Campaigns based on Performance Max.

  • Campaigns to generate demand.

The following ad types are available within those campaigns:

  • Advertisements in text.

  • Ads that are responsive.

  • Ads with images.

  • Promotional ads for apps.

  • Advertisements in video.

  • Advertisements for shopping.

  • Ads that are only available by phone.

Due to the fact that different ad formats can be used in different campaign types, let’s take a closer look at the Google Ads campaign types.

Campaigns for search engines

Until now, Search ads have been the main focus.

On the search engine results page for a specific keyword, search campaigns use the text ad format, more specifically, the Responsive Search ad.

A primary ad is text-based, but marketers can complement it with countless ad assets. Ad assets such as images, price promotions, and sitelinks are popular.

Here is an example of a search ad for the keyword “standing desk.”

Google search for [standing desk], September 2023

Above the brand name is a black “Sponsored” symbol.

In this example, image assets are used to give the user a better visual of the product in order to encourage a click. Additionally, the advertiser uses promotional assets.

This particular search displays other ad types, even above the text ad, as you can see from the example. Shopping campaigns are those.

Digital marketing Agency in Meerut

Screenshot from search for [Best document management system in India], Google, February 2023

Campaigns for shopping

Brands can use shopping campaigns to promote products more visually than just on search results pages.

For the “standing desk” example, a shopping campaign ad consists primarily of a product title, description, price, and image.

Google search for [standing desk], September 2023

Advertisers’ Merchant Center product feeds are used for shopping campaigns.

To ensure your products are represented accurately, you should use many more available fields within a product feed.

The following Google properties can display shopping ads:

  • Results page for a search.

  • Tab for shopping.

  • Images from Google.

  • Websites that are part of the Google Search Network.

  • If you use Performance Max campaigns, you will be able to reach even more people.

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Screenshot from search for [mobile phone under 20000], Google, February 2023

Using display campaigns

Google Display Network campaigns typically display text and image assets on web pages or apps.

Responsive Display ads are the primary ad format. A responsive display ad combines headlines, descriptions, images, brand logos, or videos to create the perfect ad format for each individual.

For users wanting to reach their target audience or retarget interested users into reengaging with them and purchasing, display campaigns are ideal.

Using Google Adwords, advertisers can target (or exclude) specific website categories, apps, or placements.

In addition, Google has recently allowed Display ads to appear on YouTube. It is important to review this, especially if you plan to run YouTube ads alongside Display ads.

Campaigns using video

Advertisers can use video campaigns not only on YouTube, but also on Google video partner sites and apps.

With YouTube, you can reach a massive, scalable audience.

Make sure you disable Google video partners within campaign settings if you only want to display ads on YouTube.

Depending on your goals, you can choose from multiple video ad formats:

  • In-stream ads that can be skipped. YouTube ads can play before, during, or after other videos. After five seconds, users can skip the ad.

  • In-stream ads that cannot be skipped. The video length is limited to 15 seconds since these ads cannot be skipped.

  • A bumper ad. It is a short video format, lasting only six seconds or less. These ads cannot be skipped by users. The purpose of these campaigns is to increase awareness and reach a wider audience.

  • Video ads in the feed. YouTube is the only place where this ad format appears. Depending on the ad size and format supported by content publishers, this ad may appear differently. Users discover content in these areas. When a viewer clicks on the ad thumbnail, they’re taken to the brand’s YouTube watch or channel page.

  • Ads that appear outstream. Google video partner websites and apps only display this ad format, not YouTube. Mobile and tablet devices are the only devices that support them.

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Screenshot from search for [How will ai change the world], Google, February 2023

A skippable in-stream ad plays before a video I searched for in the example. A user can skip after the five-second countdown in the lower right corner of the video.

The example also shows another ad by the same brand, which takes up almost the entire page.

Rahul Jain

Rahul Jain

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