What is Google Ads use for?

How to advertise in it?

Let me start with an example. Suppose you have just launched a site for your travel agency and you want to sell your tours and make good money through this site. Everything is ready and now all that is left is to attract people who are looking for travel tours on the Internet. So you need to advertise. But not every ad is profitable for you.

In the first place, your ad should be targeted. That means reaching out to your potential customers. Secondly, your advertising must be profitable; This means that you can attract the most possible customers at the lowest cost. This is where you find out that Google has launched an all-in-one and highly professional service called Google Ads (formerly Google AdWords) for advertising that can bring you hundreds or even thousands of customers.

In this tutorial series, the first part of which you are studying, we want to teach you zero to one hundred ads in Google Ads step by step, so that you can safely use this advertising method and make sure that your capital is in the most targeted condition possible. It costs.

First, we want to introduce you to the concepts and generalities of Google Ads. Then we will introduce you to all possible advertising methods in it. With the right knowledge of Google Ads and its various campaigns, you can choose the best advertising method and take your first step firmly and confidently!

What exactly are Google Ads?

If we want to explain this advertising system most simply, we must say that Google Ads is an ecosystem consisting of:

1. Users who are surfing the Internet.
2. Businesses that want to show their ads to potential customers.
3. Internet media; That is, websites and applications that want to monetize these ads. One of the most popular of these media is the Google search engine itself.

In fact, as a business, you display your ad to your target users on various online media.

Why do you think this service is so popular (and so lucrative for Google)?

The answer to this question is very simple: Google allows you to display your ad very purposefully. That is, only to those who are your potential customers. How? We will explain in the following.

To whom are your ads displayed?

In Google’s advertising service, you can accurately determine your target audience based on several different criteria:

Age category: Those who are in a certain age range.
Interests: Those who are interested in a particular topic.
Gender: Those whose gender is female or male.
Location: People who live on a continent, country, city, or even neighborhood.
Device: Those who use a computer, tablet, or phone.
Re-marketing: People who have already visited your site or application but have not made a purchase.

With this account, you can tell Google to show your ad only to 18- to 24-year-olds in a Los Angeles suburb connected to the Internet with their phone. Charming, isn’t it?

Now it’s time to ask ourselves, is advertising even more targeted than this? (As you will see in the next sections of this tutorial, the answer is yes. Google allows you to do even more targeted advertising.)

In what media are your Google ads displayed?

In general, Google has 2 ad networks that you can display your ad on one of these networks (or both) depending on the type of need you have. These 2 networks or platforms are:

Google Display Network
Google Search Network

What is Google Display Network?

It is a network of more than 2 million websites, videos, and mobile applications where you can display your ad. These ads are mainly graphic (banner and video). But it is also possible to display text ads on this network.

With the help of the show network, you can show your ad to new customers who are interested in your products and services. Also, using this advertising network, you can launch very effective and attractive remarketing campaigns (we have explained in detail the very attractive topic of remarketing in the article “What is retargeting”).

What is Google Search Network?

The Google Search Network refers to all media (owned or affiliated with Google) that users search for. The network targets millions of users who search daily for various terms on Google’s site, Google Maps service, and Google Partner Systems (so-called search query).

Well, now you can easily identify the most important ad networks on Google. In the next step, we need to know the various methods of advertising on these networks. In other words, Google has provided you with different ways to display your ad on each of these ad networks.

Let’s read each of these Google Ads advertising campaigns from now on. Based on this, we want to introduce the types of campaigns in Google Ads and tell you which media each campaign allows you to advertise in.

Get to know all the types of campaigns in Google Ads!

First of all, it’s not bad to answer the question, what do we mean by the campaign? In a simple definition, each campaign is a set of settings (time and place of display, budget and pricing method, target audience, etc.) and promotional content (textual, video, video, etc.) that you according to The purpose of your ad is to choose the right type.

In other words, the first thing that matters in Google ads is your goal. Your goal may be to increase site traffic, you may want to increase your sales or even strengthen your brand. Whatever your goal, Google Ads offers the right campaign for you.

Each of these campaigns uses one of the search, display, or both networks to display your ad. Let me explain this. Search Network and Google Display Network, both of which we introduced a while ago, are platforms that you use to advertise your products and services, depending on your purpose and using a variety of campaigns…

In the following, we want to examine the types of campaigns in Google Ads so that you can choose the most suitable campaign for yourself by gaining full knowledge of them.

Campaigns that use the Google search engine

Google Search Campaign is one of the most common and widely used types of campaigns in Google Ads. With this campaign, you can display your ad in the Google search engine and make sure your audience is English-speaking.

The most important advantage of these campaigns is that you show your advertisement to them at the very moment when the user is looking for your services and products, and this is an exceptional opportunity to increase your sales.

Where is our ad displayed by the Google search campaign?

Whenever a user searches for keywords related to your products and services, your ad will be displayed on one of the following platforms (all of which use the Google search engine):

1- Google Search Sites

In this case, your ad can be displayed among the user’s search results in Google search engine, Google Play, Google Shopping, and Google Maps. In the following, we will explain each of these platforms to you.

1-1- Display ads in Google search engine (google.com)

Among these, the most important and most widely used platform in which to advertise is the Google site. The same site from which we all ask our big and small questions!

When you search for something on Google, you will find many sites that sit in groups, in order! And now with the help of Google Ads, your site ad can be placed next to other sites that are displayed on the first page. simply; To the same delicacy;

Let’s say 8000 people a day search for the phrase “buy a plane ticket” on Google. If you have a travel agency, what is wrong with these 8000 people seeing your site in the search results and a large number of them entering your site ?!

In our opinion, there is no problem, and in Google, there is no problem. Even from the user’s point of view, there is no problem; The more choices he has, the better his chances of buying his ticket at a better price and with better services.

As you can see in the figure below, the user searches on the Google site for the phrase “buy plane tickets” and Google in the search results shows the advertisement of the two sites offering plane tickets. These two ads are marked with a special mark from other search results (which are displayed naturally and using SEO).

Why one ad is ranked 1st and another is ranked 2nd is a detailed topic that we will cover in more detail in the continuation of this series and separate articles, and introduce you to the very interesting process of determining the ranking of ads in Google ads.

2-1- Display ads on Google Play

You have probably searched the name of an application in the Google Play Store. According to your search, Google will also show you related apps as ads.

As you can see in the image below, after searching for the phrase “ticket” in the Google Play Store, the user will see the applications related to this searched phrase with an Ad mark.

The user can install your application after clicking on it, and you will pay Google for this action.

3-1- Display Ads in Google shopping

After searching for the keywords you want, you can see the advertisement of the products related to your search along with the natural search results.

In the image below, a user on the Google site searches for the keyword and Google displays products related to the term along with price and other product information. After clicking on each product, the user is redirected directly to its page on the advertiser’s site.

4-1- Show Google Map Ad (Google map)

You are probably familiar with Google Maps. Google Maps is a great tool for navigation. But this tool does not only benefit us. It also benefits businesses (as well as Google itself).

Suppose you open Google Maps and search for the word restaurant. In this case, Google will show you the surrounding restaurants. But the interesting thing is that some of these restaurants may be displayed to you with the help of Google ads!

As you can see in the image below, the user, after searching on Google Map, at the top of the natural search results, also sees the advertising content, by selecting it, he can follow his path or contact that business.

The common denominator of all the Ad display platforms we’ve talked about so far is user search. Wherever a user searches for something in Google and sees relevant results in their search, your ad is displayed on Google Search. Now it does not matter if the user searches for something on Google Map or Google Play.

2- Google Search Partners

Google has many partners who are ready to display business ads in their searches. An example of one of these partners in the Amazon site. Suppose a user enters the Amazon site and searches for “PlayStation purchase”. An ad may also be displayed here. This ad is also managed by Google Ads.

As you can see in the image below, the user, after searching in the search bar of the Guardian site (as a Google Ads partner), will see the ad results displayed by Google Ads.

How many types of ads (Ad format) can we create in the Google search engine?

Text ad: This type of ad is displayed to users in writing on Google search. You write ad text for the products or services you want to advertise, and you ask Google Ads to show your ad text to users when they search for related words.

This ad text consists of several parts. After clicking on the ad text, the user will enter the desired page of your site and you will pay Google for each entry. In the figure above, you can see the different parts of a text ad.

Responsive search ad: This ad is also a text ad, except that you write short, varied, and numerous phrases for your ad text and allow Google to randomly combine different combinations of your phrases. Pick and display the final text to users.

Over time, Google Ads will increase the display of phrases that have given you more productivity and clicks. You pay Google for every user click on the ad text.

As you can see in the figure above, you can add more sections to your ad text than before.

Call-only ad: This type of ad is also written, with the difference that your purpose of this ad is not to increase traffic to the site. Instead, you can put your contact number in the ad text. The user will contact you directly after viewing and clicking on the ad. You pay Google for every click on the ad.

As shown in the figure above, you can put your contact number in the first part of your text ad.

Of course, in the article “Knowing the types of ad text in Google Ads”, we have thoroughly examined all the types of ad text in the Google search network.

Campaigns that use Google Display Network

With Google Display Campaigns, when your target users are browsing the web, watching a video, checking their Gmail, or playing with their mobile phone, advertise your ad They will see. In other words, you can show your ad to your audience even before they search for it.

These types of campaigns use the Google Display Network to show your ad to users and are divided into the following two types (sub-campaigns):

1- Standard Display Campaign

This campaign allows you to have ads on all of Google’s display media. Suppose you have an online craft store and you want to increase your sales. All you have to do is create an attractive advertising banner and ask Google to display it on art and tourism-related sites, apps, and YouTube channels.

Of course, to design your banners and advertising content, you must follow the standards (format, size, and size) of Google Ads. It may take 12 to 24 business hours for your ad to be approved.

2- Gmail Campaign

Ever been in your Gmail and seen ads at the top of your emails? These ads are related to Google Gmail campaigns. In the Gmail campaign, the advertiser submits a list of the site’s audience and, if possible, their emails to Google to display the ad in Gmail. In this method, you have to pay Google a certain amount for each time the user clicks on your banner ad and enters your site.

To use this type of campaign, you need to design attractive banners by Google Ads standards by the products and services you have.

Where is our ad displayed by Google Display Campaign?

Display on related sites: You can display your advertising content (such as banner, gif, or even video) on sites related to your business. In this case, the user who is browsing these sites can see your advertising content and after clicking on it, enter your site.

In the image above, the user is browsing the desired website, which can see the two banner ads on the right. These two banners are displayed to this user by Google’s standard display campaign.

Show in related apps: You can target specific apps (which should be on Google Play, of course) and display your ad content in them. In this case, the user may be playing with his mobile phone and see your ad during the game. If you are a gamer or you are dealing with various applications, you must have seen this type of advertising content.

In the image above, the user, using their favorite applications, can see the banner ads in different modes and sizes, which have been implemented by Google’s display campaign.

Display on YouTube: You can display your ad on certain channels or even videos from the YouTube site. In this case, the viewer can view your ad during and after your targeted video, and then click on it to enter your site.

In the image above, the user is watching a video on the YouTube site, which can see the banner ads on the video and at the top right of the site.

Show in Gmail: The user may be checking their Gmail and at the top of their Gmail (especially in the Promotions section), see your advertising content and after clicking on it, enter your site.

As you can see in the image above, the user is checking his Gmail, which sees two promotional emails at the top of his emails. These two emails are displayed to him by the Google Ads Gmail campaign.

How many types of ads (Ad format) can we create on Google Display Network?

Responsive display ads:

Thanks to this type of ad, do not worry about whether your banner size is suitable for all user devices or not! All you have to do is write your ad text, upload your images and logo, and leave everything to Google to display your ad in the best possible way, depending on the size of the user’s device.

Of course, Google has set minimums for the size and volume of the image that you must pay attention to before designing your paragraph. As you can see in the figure above, Google Ads can display your ad in different dimensions and devices.

Uploaded images ads:

You can design your images in PNG or JPG format and then upload them to Google Ads. Google provides you with a complete list of available sizes that you can use to create your ad content (view formats and sizes).

Also, with this feature, you can create promotional content as a gif of your products or services and use it in your display campaign. For the format of the gif, you must comply with Google standards.

You can design your ad in HTML5 or AMP HTML files and use it in your display campaigns after uploading as ZIP. Of course, Google does not allow all of these files to be used, and your account must first be verified by Google Ads.

Mobile Installation Campaign (App Install Campaign)

Suppose you have a mobile application and you want to increase its installation rate. Using this advertising method, you can display your app ads on other apps, sites (including YouTube), and of course the Google Play Store.

One of the most important and interesting advantages of this advertising method is that Google tries to display your ad to the most targeted user in a completely intelligent way. In other words, over time, Google Ads will optimize your ad display so that your ad will eventually be displayed to users who are interested in installing and using your app.

Where is our ad displayed by the Google Apps installation campaign?

Your ad may appear anywhere on Google Ad Networks, which of course fits your app. For example, in the Play Store itself, related apps, Gmail users, YouTube, and other places that can display ads.

These types of campaigns are smartly managed by Google and all you have to do is set your daily budget and tell Google how much you are willing to pay for each installation.

In the following figure, we see the display modes of the application installation ad by Google Ads in different media:

How to calculate the cost of advertising with Google’s global campaign (the old name of the application installation campaign) depends on whether your focus is on receiving the application installation (Install Volume) or on a specific action within the program (In-App Action).

Focus on increasing the installation:

If your goal is to significantly increase the installation of your application, use the CPI or payment method for the installation. By telling Google how much you are willing to pay for each installation; Google then optimizes the campaign based on your suggestion so that your ad is displayed more to users who are looking to install your app.

Focus on in-app operations:

Now if your focus is on performing a specific in-app operation (such as purchasing a charge or ordering), use the CPA method. In this way, Google optimizes your ad so that it is displayed to people who are more willing to do the action you want. Google’s data, better than any other ad network, can optimize your ad campaign and attract exactly the users who are right for your action.

To use this advertising method, you must first upload your application to the Google Play Store.

Video Campaign

If you’ve seen a video on YouTube before, you’ve probably seen Google video ads. That is the same teaser ads that play before, during, and after the video you are watching. These promotional videos will be displayed to you by Google Ads Video Campaign

In this type of advertising, which is also very attractive and effective, you can show a promotional video of your business to your target audience after uploading it to YouTube. The purpose of this type of campaign is to further brand and introduce new products and services.

In these types of campaigns, you usually have to pay a certain amount to Google for each user who views the video. Of course, there are other types of payments that we will mention below.

How many types of ads (Ad format) can we create in a Google video campaign?

There are many types of advertising campaigns to use for video campaigns, and you can use any of these formats depending on your needs and goals. In the following, we will briefly introduce all types of video ads to you.

Skippable in-stream ads:

In this type of ad, you can display your video content at the beginning, middle, and end of other YouTube videos. The viewer can stop playing your video after 5 seconds. This type of ad can be displayed on YouTube, Google partner video sites, and mobile applications. In this type of ad, you pay in two ways:

The first mode is when the viewer watches or clicks on your video for at least 30 seconds (CPV bidding). In the latter case, you can pay for every 1000 views of the video (CPM bidding).

Non skippable in-stream ads:

Your audience can no longer stop showing your ad as before and has to watch your video to the end! Use this type of advertising when you want to make sure your audience has received your advertising message completely. With this ad, your video will be displayed before, during, and at the end of other YouTube videos.

Of course, for these types of videos not to bother your audience too much, the duration of your video should be less than 15 seconds. You pay Google for every 1000 views. (CPM bidding).

Discovery ads:

Using this type of ad, you can display your video content along with related videos on YouTube. Also, when a user searches for phrases related to your video on YouTube, they can see your ad in the search results. In this case, the user sees a small image of your video and can click it after viewing it. You pay for each click.

Bumper ads:

Bumper ads are short video content that can be used to display an attractive and memorable message to your audience in a short time. The bumper video must be less than 6 seconds long and may be displayed at the beginning, middle, and end of the videos. You pay Google (CPM) for every 1000 views of the video.

Outstream ads:

This type of advertising format is only designed to be displayed on mobile devices, and you can display your advertising content on Google partner sites and within mobile applications. These videos initially play silently and the user can tap to activate the sound. You only pay if more than half of the ad page space is displayed for more than 2 seconds. This type of ad is not displayed on YouTube.

Shopping Campaign

Shopping campaigns are one of the most effective advertising methods for online stores

You need to submit your product information (including price, title, type, etc.) to the Google Merchant Center so that Google Ads can receive your product information and display it to your audience.

Finally, Google Ads displays advertisements for your products to users using the data received from the Google Merchant Account and the settings that you apply in Google Ads to:

Use Google Shopping
Google searches for phrases related to your products
They are searching on Google Search Partners sites
Or they are browsing the Google Display Network.

Smart campaigns

Smart campaigns help you display your ad in the best and most targeted way possible to your audience. Now it does not matter if your audience searches for the phrase related to your products on Google, is using Google Maps, or sees a video on YouTube! In other words, you can target your audience on both Google search and display networks.

Of course, the whole process of creating and managing ads is done by Google’s intelligent algorithms, and you only need to give the initial settings to Google Ads. In other words, Google Ads optimizes and manages your ads based on your goals. Now your goal may be to increase customer contact, visit the site or perform a specific action on your site (Conversion).

In general, Google Ads does the following to optimize and manage your smart campaign:

Pricing: Manages your expenses so that you get the most end customers and sales profit according to your campaign budget.
Create plugins: Google Ads plugins such as site link, call, location, and contact are automatically created and managed for your ad.
Generate keywords: Find the right keywords based on the type of services and products you have and add them to your campaign.
Reporting: In the simplest possible way, it provides you with the most important campaign reports so that you are informed about the status of your campaign as soon as possible.
Ad display: Your ad will be published on the search and display network based on your purpose.
Very important point.

Many experts believe that these types of campaigns are the future of Google Ads! Of course, considering that one of the most important steps in launching this campaign is announcing the location of the ad display,

Display or search network; Which network and which type of campaign should we choose?

Well, well, well … Dear friends and colleagues who have been with us so far … So far, we have come to know the various Google networks and all the methods or campaigns of advertising in Google Ads. But now you probably have a challenging question: which Google network and which type of campaign to choose for advertising!

And what is the task at all? Is it better to design a graphic banner and publish it on various Internet sites (ie using Display Network) or to advertise our site in Google search engine (Search Network) and benefit from its users? Which one is more suitable for us?

The answer is much, much simpler than you think: Google search ads!

An important question: Why do we say that the best way to use video and banner campaigns is remarketing?

Remarketing, in a simple definition, means that you retarget people who have already interacted with your site or app in some way (visited your site, or even bought something from you).

You can create various lists of users of your site and display your advertising content only to them. In this case, both you have used the banner and video ads, and you will be sure that the people who see your advertising content are the main target of your ads!

Of course, if we want to address this issue further, we will deviate from the purpose of this article. Therefore, we will postpone further explanations in the field of remarketing and Google Display Network to the next articles.

In the continuation of this training series, we will focus on the Google search network and postpone addressing Google display network campaigns to the future. Accordingly, from now on, all we are talking about is Google search ads, and when we use the term “Google Ads”, we refer to this type of ad.

Why do we say that the best way to use video and banner campaigns is remarketing?

Remarketing, in a simple definition, means that you retarget people who have already interacted with your site or app in some way (visited your site, or even bought something from you).

With remarketing, you can create diverse listings of your site users and display your ad content only to them. In this case, both you have used the banner and video ads, and you will be sure that the people who see your advertising content are Iranians!

Very important point

We hope you find the content useful. In the first article of this tutorial series, we explained Google Ads ads and introduced you to all the possible ways to advertise in them. As we have said many times, our goal in this tutorial series is to pay the full price to the Google search network. So, in the next article, we will answer the question, why advertise in Google search at all? Stay with us.

What is Google Ads use for?