The main purpose of Google Ads is that it brings in new customers or leads through search ads, display network ads, and YouTube ads.
Quality Score is a factor crucial for running a successful Google ads campaign.
There are three main factors determining the Quality score:
- Ad campaign’s landing page
- Expected CTR (Click-through rate)
- Ad relevance
Types of advertising on Google ads:
- Display ads
- Video ads
- Search ads
- App ads
Display is one of the popular forms of advertising. It is shown as text or banner ads which can show up on Gmail and various websites within the display network. These type of ads are commonly used for remarketing to bring back site visitors who didn’t convert.
The search ads network is the most popular among the other ads. Search network ads show up as a text ad for a given Google search.
The search network works by targeting specific keywords that we want to show up for, we bid on them to show up higher in SERP (Search Engine Results Page).
Video ads allows us to create a video ad that shows up on YouTube videos.
The app ads allow us to advertise across the entire Google network, mostly on popular Google network based applications.
Implementing Google Shopping:
Having an e-commerce website allows us to advertise products directly on Google through our online store.
YouTube ads are created from Google Ads. Any Google ad should contain 3 main segments for an ad to run.
2. Ad groups
So, it is similar with YouTube. We start by creating a new campaign. For video campaigns we can select some goals to begin with or we can go for a custom campaign.
Goals available for Video campaigns:
- Website Traffic
- Product & Brand consideration
- Brand awareness and reach
YouTube Video Ad formats :
1. True View ads
2. Non-skippable video ads
3. Bumper ads
True View ads:
True View In-Stream ads:
These ads play during YouTube videos, and they can also play in other places in Google’s display network, like apps or games.
True View Discovery ads:
Discovery ads are like display ads—in fact, they even used to be called in-display ads. These are the recommended videos that pop up on the YouTube homepage, or as recommended/related videos on the search page.
Non-skippable video ads:
Non skippable ads can be annoying but they are here to serve a purpose. It should be used only when you want to tell a clear and precise message or promote a product as they run only for 20 seconds. Two types are there in these ads, they are
Pre-roll ads which appear before a video plays.
Mid-roll ads which appear at the midpoint of 10 minute-or-longer videos.
Bumper ads are the more tolerable version of non-skippable ads, lasting six seconds at most. They appear at the end of YouTube videos, and are paid for on a CPM(Cost per mille or cost per thousand) basis.
Because they’re short, bumper ads are ideal for targeting mobile users.
Setting up Campaign:
Here, after creating a new campaign we can select Video as campaign type. Then the next process is to set campaign goal and subtype. Naming the campaign and setting up the budget is the next step.
Locations and network – This is to setup the right locations for the ad to show and networks where we want the ad to appear. Next is to Mention the target audience’s language and naming the ad group.
Next comes the bid amount, which we can set according to the budget.
Audience Targeting options in Google Ads:
The standard demographic filters available are age, gender identity, parental status, and household income. We are also choose detailed demographics like marital status, education and home ownership.
It’s similar to interests targeting, but casts a wider net. Affinity audiences include groups like people interested in PC gaming, or people who collect dolls.
Custom affinity audiences
This builds on affinity audiences, offering more specific targeting. Instead of people who like cooking, custom affinity audiences might help us target people who frequently search for example, like barbecue equipment.
People’s purchasing habits and brand preferences change when they reach certain milestones, like graduating from college, getting married, or having a baby. Targeting our audience by life event allows us to hone in on these important moments and market accordingly.
We can Target our YouTube ads to people searching for products like ours. Google determines whether someone’s “in-market” for a product or service based on ad click history, conversions, search history and how often someone’s searching specific terms.
Custom intent audiences
This Targets individuals whose search terms indicate they are on the verge of making a purchase.
This means choosing to place our ads on unique channels, videos, apps, websites, or placements within websites (such as YouTube channels, and sites on the Display Network.)
Here, we can target our video ads to reach a range of videos, channels, and sites relevant to topics of our choosing.
Targeting people based on their search terms. For example, if someone sells plant food, we can target people asking Google why their plants aren’t thriving.
Target specifically by screen (desktop/mobile/smart TVs).
Setting video campaign live:
- Select the YouTube video you’ve uploaded for this campaign.
- Select your ad format (In-Stream or Discovery).
- Click Save and Continue.
Now the campaign is set and we can track all the metrics in the overview page or google ads home as it has a lot of options to track metrics.
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