Resume
Samenvatting Google Ads (Digital Marketing)
- Cours
- Digital Marketing
- Établissement
- Universiteit Gent (UGent)
Samenvatting van de Google Ads course (zelfstudie bij Digital Marketing)
[Montrer plus]
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Grow Your Business with Google AdsWhether you’re a small business owner or enterprise marketer, Google Ads makes it easy
to connect with billions of people at the moment they’re looking for what to do, where to go,
and what to buy. Learn how Google Ads can help you get more customers and achieve
your business goals.
Get to know Google Ads (I)
Why Google Ads?
With Google Ads, you get access to a broad range of advertising products designed to help
you reach customers in the moments that matter. Stay focused on growing your business
while Google's smart technology does the heavy lifting to drive better results from your
advertising.
Advance your business goals
I. Drive Sales
Grow online, in-app, in-person and over-the-phone sales
II. Get leads
Boost conversions by encouraging people to take action
III. Increase website visits
Get the right people to visit your website
IV. Influence consideration
Encourage people to explore your products and services
V. Build awareness
Reach a broad audience and maximize exposure
VI. Promote your app
Increase installs and interactions with your app
Get the benefits of Google Ads
To help you grow your business, Google Ads is built around three principles: relevance,
control, and results.
I. Relevance
Google Ads helps you connect with the right people, at the right time, with the right
message. Your ads can appear on Google Search, YouTube, and more, just when
someone is looking for products or services like yours. You can also customize
options, such as keywords and location, to get in front of the most relevant
customers.
, II. Control
Google Ads gives you complete control over your budget. You choose how much to
spend per month, per day, and per ad. Based on your settings, Google Ads uses a
lightning-fast auction to determine which ad to show. If you want to change your
strategy, you can easily adjust your ad, modify your budget, or pause and restart a
campaign.
III. Results
Pay only for results, like clicks to your website or calls to your business. Our
measurement tools make it easy to see how your site, apps, and ads are
performing. Plus, smart technology lets you create, manage, and optimize your
campaigns so you can get the most out of your investment.
Support your business goals with Google Ads (II)
Advertising with Google Ads starts with creating a campaign based on your business
objectives. Each campaign type determines where your ads appear and the format in which
those ads are displayed. Look at how different campaign types — Search, Display, Video,
Shopping, and App — can support your business objectives
Search
Search ads appear next to Google search results and on other Google partner sites, like
YouTube, when people look for businesses like yours.
With a Search campaign, you can make sure potential customers notice your brand,
consider your products, and take action.
Display
Google Display ads can appear across a network of more than two million sites and apps,
reaching 90% of people on the internet. Your ads get matched to content related to your
business or to your customers' interests.
Use a Display campaign to increase exposure and reach audiences with specific interests
across the web
Video
With Video ads, you can reach the right audience at scale and capture their attention. Show
your ads on their own or within other streaming video content on YouTube and across
Google’s network of websites and apps. Only pay when people choose to watch your ad.
Video campaigns help you bring your business’s story to life. They engage customers in
different ways, like showing ads before their favorite music video or while they're
researching an upcoming purchase
,Shopping
Shopping ads appear on Google Shopping next to search results and near text and
responsive ads. Shopping ads promote your products by giving consumers detailed
information about what you're selling before they even select your ad.
Use a Shopping campaign to advertise your online and local inventory, boost traffic to your
website or local store, and find better-qualified leads.
App
After a simple setup process, App campaigns run ads across Google’s largest properties,
including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your
ads and bids are automatically adjusted to get the most downloads. Just add a few lines of
text, a bid, and some assets, and the rest is optimized to help customers find you.
With an App campaign, you can increase engagement, app installs, and even in-app
actions, like signing up for a newsletter or ordering a product.
Specialized campaign types
I. Local
Local campaigns help you drive important offline metrics — like store visits or
in-store sales — by advertising on multiple platforms. Let Google Ads optimize how
your ads appear on Search, Maps, Display, and YouTube to maximize your offline
performance.
II. Hotel
If you’re a hotel looking to advertise rates and availability, Hotel campaigns are for
you! These campaigns display hotel prices and availability on Search, Maps, and
Assistant to connect you with the millions of travelers actively searching for you
III. Discovery
With Discovery campaigns, you can easily engage customers across Google’s most
popular properties with a variety of rich, unique ad formats. Reach your users
across the YouTube Home Feed, Gmail, and Google’s Discover Feed — all with
one campaign.
→ Use these objectives to show how Google Ads can help you achieve your
business objectives
Knowledge check
➔ Increase brand awareness when users are browsing content they’re interested in
online = display
➔ Promote your products, share details about your inventory, and boost traffic to your
online or physical store = shopping
, ➔ Drive action on your site when users are searching for similar products or services =
search
➔ React your target audience at scale and bring your business’ story to life = video
Optimize your campaign
I. Device targeting
Reach your customers on any device, including desktops, tablets, and
smartphones.
II. Locations and language targeting
Your campaign’s ads are eligible to show to customers in particular locations, or to
customers who've chosen your selected language as their browser’s language
setting
III. Bidding and budget settings
Your bid strategy controls how you pay for users to interact with your ads. Your bid
limit is the most that you’ll pay per click for ads in an ad group, and your budget is
the average amount that you’re comfortable spending each day on your campaign.
The budget that you choose is entirely up to you, and you can adjust it at any time.
IV. Ad extensions
Include even more information with your ads, such as location details, links to pages
on your website, and your phone number.
Check your knowledge (III)
How can Google Ads help you advance your business goals?
○ By driving online, in-app, in-person, and over-the-phone sales
○ By building awareness of your brand
○ By influencing consideration of your products & services
○ All of the above
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