Paid Search

Google Ads is an online advertising platform where businesses can create ads to reach customers across Google’s network of search results, websites, and video platforms like YouTube. Advertisers bid on specific keywords and audience demographics to get their ads shown to people most likely to engage with them.

The three ad types I’ll be talking about today are:

1. Search Ads
2. Display Ads
3. Video Ads

Each ad format has its own set of features, and understanding when and how to use them is essential for any digital marketing strategy.

1. Google Search Ads

Google Search Ads are the ads that appear at the top or bottom of Google search results when someone types in a relevant keyword or query. These ads are text-based and are triggered by specific search terms, meaning they directly target users who are actively looking for a product, service, or solution.

Why Search Ads Matter

Search Ads are incredibly valuable because they capture intent. When someone searches for something on Google, they often have a clear intent—whether that’s to buy a product, learn more about a topic, or find a local business. Because Search Ads target people with this intent, they tend to have higher conversion rates compared to other ad types.

Best Practices for Google Search Ads

• Keyword Research: Use Google Keyword Planner to identify high-volume, relevant keywords that align with what your target audience is searching for.
• Ad Copy: Write compelling, concise ad copy that directly answers the user’s search intent. Include strong calls-to-action (CTAs) like “Shop Now” or “Get a Quote.”
• Ad Extensions: Enhance your Search Ads with ad extensions like site link extensions, call extensions, and location extensions to provide more information and increase engagement.
• Optimize Landing Pages: Ensure that the landing pages your ads direct to are relevant, user-friendly, and optimized for conversions. A mismatch between ad and landing page can lead to higher bounce rates.

2. Google Display Ads

Google Display Ads are image-based ads that appear on Google’s Display Network, which includes millions of websites, apps, and videos. These ads can be static or animated, and they are typically shown to users based on their browsing behavior or demographics.

Why Display Ads Matter

Display Ads are a great tool for brand awareness and retargeting. Unlike Search Ads, which target people actively searching for your product or service, Display Ads allow you to show your message to a broader audience. They can help you stay top of mind with users who may not be ready to make a purchase yet but are likely to convert later.

Best Practices for Google Display Ads

• Targeting Options: Use Google’s advanced targeting features such as contextual targeting (based on the content of the page), demographic targeting, and interest targeting to show your ads to the right audience.
• Compelling Visuals: Display Ads are visual, so make sure your ads are eye-catching, well-designed, and aligned with your brand. High-quality images and clear branding are essential.
• Retargeting: One of the most powerful features of Display Ads is the ability to retarget users who have already visited your website or interacted with your ads. Retargeting helps remind these users of your brand and encourage them to complete a purchase or take another desired action.

3. Google Video Ads

Google Video Ads, primarily served through YouTube, allow businesses to reach audiences with rich, engaging video content. These ads can be shown before, during, or after YouTube videos, or even appear on the YouTube homepage or search results pages.

Why Video Ads Matter

Video Ads offer one of the most engaging ways to capture a viewer’s attention. With video, businesses can tell their brand story, showcase their products, and create an emotional connection with their audience. Plus, YouTube has over 2 billion logged-in monthly users, making it a massive platform for advertisers to tap into.

Types of Google Video Ads

• Skippable in-stream Ads: These are skippable ads that appear before or during YouTube videos. Advertisers only pay when a viewer watches at least 30 seconds of the video or interacts with the ad. This makes skippable Ads a cost-effective way to engage potential customers.
• Bumper Ads: These are short, non-skippable ads that last 6 seconds. They may not provide as much storytelling potential, they are an excellent choice for concise messaging and reinforcing brand awareness.
• Non-Skippable in-stream Ads: These are longer ads (15 seconds or less) that viewers must watch before the video. These ads are typically used for highly targeted campaigns, such as major product launches or short “TV spots”.
• In-feed Ads: These appear within YouTube searches and on the YouTube main page as thumbnail ads. They act as there own video and can be as long as needed allowing for as much creativity and storytelling. Typically useful for bringing in views on a particular ad or drawing in viewers to a brand’s channel.
• Masthead Ads: These are the large banner head video ads at the top of the YouTube home-page. These are usually more costly than the other video ad options. Masthead ads are good for calling attention to an event or new big brand product. Most of the time masthead YouTube ads are used by production companies to advertise new big budget movies.  

Best Practices for Google Video Ads

• Create Engaging Content: The first few seconds of a video ad are critical. Grab the viewer’s attention early and ensure that the message is clear and compelling.
• Targeting Options: Just like with Display Ads, Google offers various targeting options for video ads, including demographic targeting, interests, keywords, and even remarketing to people who have interacted with your videos or YouTube channel.
• Call-to-Action: Always include a strong call-to-action in your video ads, directing viewers to take the next step, whether it’s visiting your website, signing up for a newsletter, or purchasing a product.

To find out more about how Google Ads search can help you, visit Trojan Malware Marketing at: Google Ads Search