skip to Main Content
Google Advertising

Google Advertising: How To Advertise On Google

Google advertising is an effective way to promote your business using a pay per click advertising model. It allows you to reach people who are actively looking for products or services like yours.
There are multiple Google advertising channels and in this article I take you through the main campaign types that you can use to promote your business.

Search

Search is the main campaign type in Google Ads. This allows you to target people that are searching for your products or services on Google and their search partner websites. This is a keyword-based campaign type so you only target people that are searching with the keywords that you add in your ad groups.
In addition to keywords, you need to create text ads that appear when people search for your products and services on Google. Currently, there are about four text ad formats
  1. Expanded text ads
  2. Responsive search ads
  3. Call only ads
  4. Dynamic search ads
Check out my article on the 5 types of Google ads that you can run in your account.

Display

Google has partnered with millions of websites and apps around the globe that deliver ad results for advertisers. According to recent estimates there are over 3 million sites and apps that are part of this Google Network and they have signed up to the Google Ads Manager programme.
Any genuine website with a decent amount of traffic can join this platform and earn revenue from showing ads on their sites and apps.
In your Display campaign you can run uploaded image ads or responsive display ads. Both formats allow your ads to appear in a wide range of placements and apps which is more than you would get if you used only one of these.

Remarketing

Most visitors to your website will leave and never return. And most visitors will not take any action on your website that is relevant for your business such as purchasing a product, downloading a whitepaper, watching a video and so on. So, you will lose many first time visitors and they’re unlikely to benefit you in any way unless you take action.
The first thing you can do is make sure your website is well optimised for visitors and achieves a high engagement rate. Next you should have a plan to engage visitors and get them to sign up to a newsletter or blog or something similar. That way you can retarget them via email and in your Google Ads account using Custom Match.
And a very important step is to set up Remarketing, so you can retarget past visitors as they visit third party websites. So, anyone that has been on your website can be automatically added to an audience list that you can retarget later.
Google Ads Remarketing
In Google Ads or Google Analytics, you can create the audiences that you can remarket to.
Contact me to discuss how I can help you with setting up Remarketing.

Local

If your business has one or multiple stores, you can set up a local campaign and drive traffic to your stores. This is one of the new campaign types that Google has launched and is a good addition for businesses that have an online presence but also have stores where they would like to send customers too. According to Google, the Covid pandemic has seen an increase in curb-side pick up for retail so customers appetite for local products has seen a rise.
Many people also want to support local businesses and its online where they are introduced to these businesses. This means your businesses online processes for local customers should be solid.
You can also set up local inventory ads and link your Google Merchant Center and Google My Business account’s to promote your products and drive visitors to buy in-store.

Shopping

Shopping Ads are for retailers and ecommerce businesses that want to promote their products online. These are known as product ads and appear on Google and its partner websites. On Google you will see product ads on the search results pages above the text ads or to the right of these ads as the image below shows
Shopping ads results
These ads also appear on the Shopping page on Google which you can click to see more detailed information. You can filter the results to your requirements based on features like Price, Type, Department and more.
To get started with Shopping ads, you’ll need to create a Google Merchant Center. Next, you’ll create a product feed and upload it to your account. And you will link your Google Ads account and Merchant Center account, and you are good to go.
Contact me to discuss how I can help you set up your Shopping ads.

Video

Google Advertising on YouTube and video partners has grown by about 28% per year. According to Google’s annual report, brands and marketers spent close to $28 billion on advertising on YouTube and its video partner sites in 2020. So, video advertising continues to be an important channel for brands and advertisers looking to raise awareness and increase sales.
This allows you to create video ads that are designed to boost reach and awareness and encourage engagement or drive conversions for your business. In your account, click the campaign tab and then click the blue button to set up your video campaign. Select the “Brand awareness and reach” goal and then click “Video” to create your video campaign.

App

A Universal App campaign allows you to promote your Android and iOS app to new and existing customers. Your app promotion ads will serve across the Google Search Network, the Display Network (GDN), Google Play, within other apps and on YouTube.
Contact me to find out how I can help you set up any of the campaigns types above and launch your Google advertising strategy. I’ve attained certification in the campaign types listed above and I’m an approved Google Premier Partner.

Mike Ncube

I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

Back To Top