As business owners, there is nothing more effective in the online advertising realm than Google Ads, previously known as Google AdWords. In fact, this pay-per-click advertising model generated a total advertising revenue of $42.5 billion in 2012, compared to 2019 where in the second quarter alone Google Ad revenue was $32.6 billion, according to Google. This figure alone tells us that something must be working for businessses, as these figures are continuing to see steady growth, not to mention advertising spends shifting from traditional media to digital.
While some Google Ads features may seem simple to setup, it is the process of planning, building, managing, optimizing, and reporting on a Google Ads campaign becomes complicated. Matt Meyers, SEM has over ten years of experience managing Google Ads campaigns and is Google certified, which means I am extremely well-versed in not only Google Ads, but also Google Analytics. This allows me the help identify new Google products, and implement them into a clients campaigns, while maintinging best practices.
History of Google Ads (AdWords)
The idea for pay-per-click was originally invented by Bill Gross of Idealab, and actually used the Yellow Pages model. When Google could not come to a deal, they launched their own version in 2000 naming it AdWords.
In the beginning, users would pay a monthly amount, and then Google would set up and manage the campaign for each client. This would change to accommodate small businesses owners who wanted to manage their own campaigns through AdWords self-service portal.
Over time, Google would begin offering certification programs to help instruct users how to properly setup and manage their own campaigns. Finally, on July 24th, 2018, Google AdWords became Google Ads. One of the reasons for this is due to all of the automation happening with Google, and seeing it slowly transition from being strictly a keyword ads platform.
Google Ads Distribution
In each AdWords campaign, all ads may be eligible to be shown on http://www.google.com. Of course, there are two major networks which are primarily used including the search network and the display network. A few website included in the Google search network includes AOL, Ask and Netscape.
The Google Display Network shows ads on sites that are not search engines though a network of sites which use AdSense and DoubleClick. Through Google ad placements users can choose specific sites they would like their ads to display, or allow Google to choose these sights for them.
Types of Ads
There are several types of ads that may be run across the Google network. These ads must be carefully planned and targeted to get the highest return of investment, which is the primary goal. The following includes the primary types of ads used by Google:
- Expanded Text Ads
- Responsive Text Ads
- Dynamic Text Ads
- Call-Only Ads
- Image Ads
- Mobile Ads
- Video Ads
What Can Google Ads Track?
Google Ads has the ability to track any action taken on your website through implementing Google Tag Manager. While Google Tag Manager can track any action taken on a website, some websites are not setup preoperly to which can hinder the ability to track these actions correctly. Fortunately, I am able to identify these road blocks, and provide guidance on how websites can be updated to handle this tracking. Some common conversion types in Google Ads include:
- Store Visits
- Online Orders
- Catering Orders
- Ticket Orders
- Product Sales
- Service Sales
Google Ad Extensions
Google ad extensions are an outstanding way for business owners to display additional information to customers such as phone number, address, coupons, and additional links to their website. The following list includes some commonly used ad extensions:
- Sitelink Extension
- Callout Extension
- Location Extensions
- Call Extensions
Additional Pay-Per-Click Platforms
In addition to Google Ads, there are several other search engines and social media sites that offer pay-per-click services to customers. While these ads may not be quite as effective as Google AdWords, they are still excellent options when running ads for your business. Some additional pay-per-click ads include:
- Bing Ads
- Yahoo Ads
- Facebook Ads
- Twitter Ads
- Pinterest Ads
- YouTube Ads
- LinkedIn Ads
Contact A Orlando Google Ads Management Professional
Located in Clermont, Florida, Matt Meyers, SEM is able to help business owners, athletes, and anyone looking to gain exposure online through the Google Network. I am certified in Search, Display, Video (YouTube), Mobile, and Analytics, and have experinece setting up some of the most sophisticated programs Google offers today.
If you’re located in the Orlando, Florida area, great! If you’re not located in the Orlando area, and are looking for help with Google Ads or YouTube advertising, I am able to help anyone in any location. Some of the local areas I serve include:
- Winter Garden