As business owners, there is nothing more effective in the online advertising realm than Google AdWords. In fact, this pay-per-click advertising model generated a total advertising revenue of $42.5 billion in 2012, according to Google. This figure alone tells us that something must be working for businesses that use AdWords, as they keep coming back for more.
While some Google AdWords features may seem simple to setup, it is the process of managing and optimizing a Google AdWords campaign which may become complicated. At Great White SEM, we are a Google AdWords Certified, which means we are extremely well-versed in not only Google AdWords, but also Google Analytics.
To learn more, complete the “Contact Us” form on this page, or call (561) 288-0405 today!
Types of Ads
There are several types of ads that may be run across the Google search and display network. These ads must be carefully selected by our team to help achieve the greatest amount of conversions and leads for your company or business. The following includes the primary types of ads used by Google:
- Text Ads
- Image Ads (Banner Ads)
- Mobile Ads
- Video Ads
Text ads are used in a number of platforms including Google AdWords, Bing Ads and Yahoo Ads. Essentially, a text ad is a clickable link to a specific website or page. This is composed of one or two lines of text in addition to the website address and any extensions which the user may choose to include.
In Google AdWords, a text at may have a headline with a maximum length of 25 characters, a description line of 35 characters, and a second description line of 35 characters. The ad may also have a display URL with a maximum character count of 35.
Creating Successful Text Advertisements
According to Google, in order to create the most successful text ads, the ads should include four features. The ads should be specific, attractive, relevant and empowering. The following includes some simple tips for creating text ads:
- Appeal to mobile customers. It is important to ad certain extensions such as location extensions and call extensions in your ads so that mobile customers can easily find or contact your business.
- Enable your customers to take action. Implement a call to action to entice your customers to visit your website, purchase your products, or sign up for a sweepstake. This may include words like call today, click here, purchase, browse, or get a free quote.
- Highlight the areas which make your business unique. This may include showcasing specific products, services, or special offers.
- Include a minimum of one keyword. Any keyword in your ad will help show your ads relevance to a customer’s search.
- Include any prices, exclusive offers or promotions. Most often consumers will use search for products and services using Google, so it is important to give them what they want right from the get go.
- Make sure your ad matches its landing page. It is important to have your ad match your landing page, as a customer may leave if they are directed to an irrelevant page. This will also help to increase your quality score.
- Run a number of ads displaying different messages. Google AdWords will automatically rotate your ads and show the highest performing ads most often.
Additional Text Ad Resources
Image Ads (Banner Ads)
An image ad, or banner ad, is a type of graphical ad that is may appear in a variety of ad formats. These ads compete in the same auction as your text ads, thus selecting both text and display ads will make your ads much more competitive. In Google AdWords, Google will regulate which ads will help make more money, and will oblige those ads to your page.
Some common types of image ads include:
- Half Banner
- Vertical Banner
- Mobile Banner
- Small Square
- Wide Skyscraper
- Small Rectangle
- Medium Rectangle
- Large Rectangle
- Half Page
- Large Leaderboard
- Additional Image Ad Resources
Mobile ads are ideal for business owners who would like to reach customers on a variety of mobile devices. These devices typically include smartphones and tablets, and will include text ads, image ads and app promotion ads.
It should also be noted that your AdWords campaign must be opted into the Display Network in order for mobile ads to work. The following information is intended to further explain each type of mobile ad:
Mobile text ads
Mobile text ads appear as regular text as that may be found on any Google search. The primary difference is that fewer ads will appear per page on a mobile device, therefore it is important to target the top two positions in your AdWords campaign.
Mobile Image Ads
Mobile image ads are similar to desktop image ads, except these ads are a smaller size. Again, in order to run image ads on mobile devices, you must be opted into the Display Network.
App Promotion Ads
App promotion ads are an excellent way for business owners to encourage people to download their apps. People can run these ads access both search and display using Googles App-Digital Content Ad Template. Furthermore, Google has designed app promotion ads to have the most impact.
Google video advertising is the most state of the art and innovative marketing technology out right now. It allows for customers to find detailed videos about your business during any search on the Display Network. Video ads are found in the following sizes:
- Leaderboard (728×90)
- Skyscraper (120×600)
- Wide Scraper (160600)
- Small Square (200×200)
- Square (250×250)
- Large Rectangle (336×280)
- Rectangle (300×250)
Google AdWords Distribution
In each AdWords campaign, all ads may be eligible to be shown on www.google.com. Of course, there are two major networks which are primarily used including the search network and the display network. The search network includes AOL, Ask and Netscape and primarily consists of text ads.
The Google Display Network shows ads on sites that are not search engines though a network of sites which use AdSense and DoubleClick. Through Google ad placements users can choose specific sites they would like their ads to display, or allow Google to choose these sights for them.
Google Ad Extensions
Google ad extensions are an outstanding way for business owners to display additional information to customers such as phone number, address, coupons, and additional links to their website. The following list includes some commonly used ad extensions:
- Ad Sitelinks
- Location Extensions
- Call Extensions
- App Extensions
- Seller Ratings
- Social Extensions
- Image Extensions (Beta)
- Drop-Down Navigation Ad Extensions (Beta)
- Review Extensions (Beta)
- Communication Ad Extensions (Beta)
Ad sitelinks may be added to your pay per click ad. These additions appear with the title of a specific page you would like to drive traffic to on your website. By doing this, you will be able to send customers up to six pages, rather than sending all users to identical landing pages.
In most cases, ad sitelinks will appear only when the best result for the search appears, in addition to ads with high quality scores.
These extensions allow for users to attach a business address to a Google advertisement. In most cases, a location extension may also include a business name, phone number, and address. Location extensions are an excellent option for business owners with multiple locations, a single location, or would like to promote to a local audience, the ability the reach customers searching for their local products or services.
Google call extensions give businesses the ability to include a phone number within a text ad. In general, the same rules that are applied to a text ad area also applied to a call extension. A call extension must include the following; accurate phone numbers, no fax numbers, no premium numbers, domestic phone numbers, no vanity numbers, and a voicemail.
An app extension can be used on mobile devices when someone searches Google for a particular product. The app extension is included with your ad, and prompts users to click your extension to download your app.
Contact Our Google AdWords Agency Today
At Great White SEM, we have years of experience working with Google AdWords and have managed budgets over $4 Million. If you are ready to turn your Google AdWords campaign into the conversion and lead generation advertising tool it was intended to be, we encourage you to contact us today.
To learn more, call (561) 288-0405 or complete the “Contact Us” form on this page – It’s easy and free!
Additional Pay-Per-Click Platforms
In addition to Google AdWords, there are several other search engines and social media sites that offer pay-per-click services to customers. While these ads may not be quite as effective as Google AdWords, they are still excellent options when running ads for your business. Some additional pay-per-click ads include: