Google Ads (formerly Google AdWords) is a pay-per-click (PPC) advertising platform that allows businesses to display ads in the Google search engine results and on other websites that are part of the Google Network. Advertisers create ads and choose keywords that are relevant to their business, and their ads will appear in the search results when people search for those keywords. Advertisers only pay when a user clicks on their ad, hence the name "pay-per-click." Google Ads also provides various targeting options, such as geographic, demographic, and interest-based targeting, to help advertisers reach the right audience. Additionally, Google Ads offers a variety of ad formats, including text, image, video, and shopping ads.
Google Shopping Ads are a form of pay-per-click advertising that allows businesses to display product listings in the Google search engine results and on other websites that are part of the Google Network. These ads are designed to help shoppers find the products they are looking for, and they include an image of the product, the product name, and the price.
One of the main benefits of Google Shopping Ads is that they allow businesses to showcase their products directly in the search results, making it easier for shoppers to find what they are looking for. Additionally, these ads are highly visual, which can help to increase engagement and conversion rates.
To set up a Google Shopping Ad campaign, businesses first need to create a Google Merchant Center account and upload their product data, including images and pricing information. From there, they can create a Google Ads campaign and choose to target specific audiences based on factors such as location, interests, and purchase history.
Google Shopping Ads also offer a range of targeting options, such as geographic, demographic, and interest-based targeting, to help businesses reach the right audience. Additionally, businesses can use Google Shopping Ads to target specific keywords, which can help to increase the visibility of their products in the search results.
Another benefit of Google Shopping Ads is that they can be integrated with other Google Ads campaigns, such as search and display campaigns. This allows businesses to reach potential customers across multiple platforms, increasing the chances of converting a sale.
Overall, Google Shopping Ads provide an effective way for businesses to increase visibility, drive traffic, and boost sales. By leveraging the power of visual ads and targeted targeting options, businesses can reach their target audience and increase their return on investment.
Google Ads is a powerful advertising platform, and while many businesses are familiar with its basic features, there are several advanced features that can help to optimise campaigns and improve results.
Custom Affinity Audiences: Allows you to target users based on their browsing and purchase history, allowing you to reach users who are most likely to be interested in your products or services.
Custom Intent Audiences: Allows you to target users who are actively searching for products or services related to your business.
Audience Expansion: Allows you to expand your targeting to reach a larger audience while still maintaining the same level of relevance.
Smart Bidding: Google Ads uses machine learning to optimise bids for conversions, maximising conversion value while minimising cost.
Remarketing Lists for Search Ads (RLSA): Allows you to create custom lists of users who have interacted with your website, and then target them with specific ads in the search results.
Google Ads Scripts: Allows you to automate repetitive tasks, such as bid adjustments and ad creation, and to access Google Ads data to create custom reports and analyse performance.
Ad Customisers: Allows you to create dynamic ads that automatically update with the latest information, such as sale prices or inventory levels.
Google Ads Editor: An offline tool that allows you to make bulk changes to your campaigns and view performance data, this is useful for managing large campaigns.
Demographic targeting: Allows you to target specific age ranges, genders and parental status.
Call-Only Ads: This feature allows you to create ads that are designed to encourage users to make a phone call directly from the ad, rather than clicking through to your website.
By utilising these advanced features of Google Ads, businesses can improve the targeting and performance of their campaigns, resulting in increased conversions and a higher return on investment.