There's more to Google AdWords than just those ads you see in the search results. This is where it all began for the search giant, but in the last seventeen years, we've seen more and more new features and weapons added to the AdWords arsenal. Are you taking advantage of them to get in front of your target audience?
If you're a Gmail user, you'll be familiar with these ads that show up at the top of your inbox. They appear as an email and can be expanded to show your advert as text, images or a video. You simply pay when your ad is expanded.
With Gmail Ads, you can target people based on keywords, interests, demographics and topics as well as using your existing email data to target previous customers and hot prospects.
Probably one of the least popular types of ads on the internet at the moment - those video ads you have to sit through before you can watch the video you wanted to watch. YouTube Ads, however, are a great way to get your message out in front of people who are interested in what you have to offer.
You can target videos and channels of similar or complementary services, advertise to people who are in the market for a particular product or get in front of your target audience based on demographics and location.
The great thing about YouTube Ads is that you only pay when someone watches at least 30 seconds of your video (or the whole thing if it's less than 30 seconds). This means you don't pay if someone clicks 'Skip Ad'.
Mobile App Ads
As part of Google's Display Network, mobile apps provide another platform to advertise your product. You can target specific types of mobile apps that you know your target audience are likely to download.
Ads are shown as banners (often on free-to-download apps) on screen when users are using the app.
Display Ads with Remarketing
Google's Display Network is made up of millions of third party websites that display Google's ads in return for a share of the click revenue. These can be independent blogs, forums, directories, even big sites like LinkedIn display Google Ads and form part of the Display Network.
Whilst these types of ads tend to get a lower click through rate than search ads, they provide a more visual platform to advertise your product on. They are also great for remarketing campaigns where you can target people who have been on your website previously.
Remarketing campaigns often have higher conversion rates as the audience is already familiar with your brand and what you can offer. By using remarketing combined with Display Ads, you're creating a visual reminder to people who have shown an initial interest but have yet to buy.
Using your existing database of customers and prospects, you can target these people specifically with Google AdWords. If you have a warm list of people you know are more likely to buy from you, why wouldn't you target them with your advertising?
Customer match also allows you to find similar audiences to those you already know. Customer match can be used alongside Gmail Ads, YouTube Ads as well as search ads.
One of my favourite AdWords features is Google Shopping. Those ads that show up at the top of the search results displaying products along with images and pricing. These little gems are run through the AdWords platform (with a little help from Google Merchant Center) and are a must-have advertising tool for any e-commerce website out there.
What makes Shopping ads really great is that the searcher can see the product and the price before they click through so you're almost pre-qualifying them as potential customers before you pay for the click.
Google AdWords has come along way since the first search ads of 2000 were launched with just 350 advertisers. It's not something you can ignore if you do business online and want to drive quality, qualified traffic to your website.
As a Google Partner, it's our job to keep up with the latest developments and make sure we're getting our clients out there in front of as many people as possible. If you'd like to explore the opportunities of what Google AdWords has to offer, feel free to get in touch.