Types of campaigns can be created in an adwords account?
Google
AdWords is
an online advertising program offered by Google which allows advertising
through Google’s search engine. The program was introduced in the year 2000,
and it has become the main source of revenue for this company.
Specially
designed to determine the relevance of search query in relation to the possible
ad, this program places the ads on the search result page. The ad can be placed
at the top or at the bottom of the page, as well as on the right side of the
search result page. The ordering of the paid ads is determined by AdWords program,
based on the relevance, keywords matching as well as based on the budget of the
campaign.
Google
AdWords allows
pay per click (PPC) advertising, i.e. cost per click (CPC), as
well as cost per thousand impressions, also called cost per mile (CPM). Google
AdWords program also offers site-targeted advertising, which includes
text, banners and rich-media ads, and remarketing.
The
great potential of Google AdWords program is that you can
reach a large number of online users, due to the large number of searches
conducted on Google every day. However, the program itself offers several
possibilities for advertising, which are suitable for different types of
campaigns, which is why you should understand how Google advertising works
before you are ready to create a campaign and run ads.
Google Search, Google Partners and Google Display Network
Apart
from the ads displayed in the search results, the AdWords program
offers advertising with Google Search Partners and Google Display Networks,
which will allow you to expand the reach of your ads. This way, you maximize
the chances of reaching users by taking advantage of different platforms that
are available as a part of Google AdWords. Choosing the
network where you will run your ads depends on both your business and the type
of campaign you want to create, as each network has its own distinctive
features and it is better than some other in achieving certain goals.
Google Search advertising
The
main type of advertising associated with Google AdWords is
search engine advertising. When a user types a certain phrase in the Google
search bar, the user is displayed a list of search results, together with the
ads that are in relation to that phrase. This is Google Search advertising.
Google Partners
However,
besides this type of advertising, Google offers advertising through Google
Partners. Google Partners are the websites that use Google search engine on
their website, so they present both organic and paid results on their website.
This means that you can expand the reach of your campaign that is being run
through Google AdWords. Probably the most famous Google
partner is AOL.com, but there are a lot of smaller companies that use Google
search on their websites.
When
you create a campaign through Google AdWords, you are
automatically opted in for Google Search Partners, and you can track the
conversions from your account. If you notice that Google Partners are not
providing enough conversions, and thus they might be wasting your budget, you
can always opt out. You should have in mind that it is not possible to
separately optimize the campaign for Google Partners, but instead, the campaign
that is optimized for Google Search is the same one used in Google Partners
advertising.
Google Display Network
The
third part of Google advertising is called Google Display Network, and
it represents advertising with banners through the websites that use Google
AdSense. Google AdSense provides websites possibility to create a space on
the website where Google ads will be displayed, next to the content of the
website. So when a user visits a website, an ad is displayed in the place
assigned by the website’s owner.
While
it is possible to create a unique campaign for Google Search and Google Display
Networks, these two require different optimization elements, which is why it is
recommended that you set up different campaigns for these two types of
advertising. When creating a campaign with Google AdWords you
will have the option to opt in for both of these, and while it seems easier to
use the same campaign for both networks, you should have in mind that these
networks require different approaches. So if you want to optimize your
campaigns and maximize the effect of each campaign, you should customize
campaigns for two networks separately.
There
are several differences when it comes to choosing on which network to
advertise, and those are primarily based on the place where your ad will
appear.
Search
Network including Search Partners tries to match search query with the relevant
ads. The type of ads available with this type of advertising is in the form of
text ads. This type of campaign is recommended for the cases where you want
your ad to appear in the search results only, when users look for a term that
is related to your business.
With
Google Display Network, ads are being matched with the content of the website.
Targeting options with this campaign allow you to target specific demographic
group, pages about specific topics where you want your ad to appear, etc. The
formats of the ads that are available with Display Network include: text,
image, rich media, and video ads. This type of advertising is recommended for
advertisers with more experience in using AdWord program, as
well as in case you want to increase interest of the online users and improve
the position of you brand. Therefore, product placement is a type of campaign
that would benefit from Display Network.
Choosing
all options for advertising, Google Search (including Search Partners) and
Display Network,is usually advised to beginners, who are not completely aware
how and if they would benefit from a certain type of advertising. This allows
you to completely maximize the reach of your campaign and target both the users
who use online search tool, as well as those users who are just browsing the
internet and visiting different websites. If you choose both options, the
budget is being distributed across both networks. You can use text, image, rich
media, and video ads.
Very useful blog. i got clear information about various advertisement platform on google,keep doing.
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