Google Advertising

Google Remarketing

Google’s Remarketing program utilizes a form of advertising known as retargeting. These ads display banners and text ads to users who have visited your site as they browse across the web.

Retargeting ads are helpful in increasing brand awareness for the 98% of your website visitors that don’t make a purchase on their initial visit to your site. Using remarketing is part of building a relationship with your audience. By delivering valuable content in your remarketing ads, you can create the repeated interactions that will help win over new customers.

Though a multitude of providers offer retargeting ads, Google’s Remarketing service has some of the widest reach on the internet. With a Display Network consisting of millions of websites, your Remarketing Ads will make an impression on a diverse network of both local and national channels, including:

• News outlets
• Weather channels
• Lifestyle blogs
• Healthcare sites
• Educational outlets
• Apps

The best part is that this reach can be achieved at a relatively low price point. Google Remarketing operates on a pay-per-click (PPC) model, meaning that you can make a large number of impressions at no charge unless someone clicks on your ad.

Remarketing utilizes both Banner and Display Ads, so we recommend producing custom graphics and copy that meet the criteria of both in order to most effectively utilize this method of advertising.

Google Remarketing is a great solution for most businesses, though advertisers must meet a minimum threshold for website visitors before getting started. We encourage you to learn more and see if these ads are right for you.

Search Ads

Search Ads are one of the most common types of advertising on Google. These are text-only ads that appear above the search results when users type certain keywords into Google.

These ads operate on a pay-per-click (PPC) model to showcase your website or landing page to Google users who have an intent to make a purchase. For example, Search Ads will display high up on the page when users Google terms like “car wash near me” or “pest control in central Virginia.”

A major benefit of these ads is that they display above search results, meaning that you can make that crucial first impression to users who are shopping online. In fact, Search Ads are generally the biggest driver of both sales leads and direct sales because of their ability to conveniently showcase your business’s offerings to users who are looking to make a purchase.

Because these ads are text-only and must be relatively short, compelling, sales-driven copy is a must. Search Ads have only a few hundred combined characters to entice shoppers to click through to a website and must pack value into every word to really stand out from the competition.

As the leading search engine nationwide, Google has the largest share of search ads on the internet and is the best choice for most advertisers. If you’re looking to increase your sales leads, then Google Search Ads are a fantastic way to get started.

Banner Ads

Banner Ads are a form of native advertising, which means that they are placed directly on websites. In the past, ad space had to be purchased directly from the website’s owner, but more businesses have gained the ability to place banner ads using Google’s Display Network through the years.

Google’s Display Network tends to be a more affordable option for placing these ads, since these also operate on a pay-per-click (PPC) model and do not require businesses to purchase ad space directly from major websites. Banner ads are available on a similar network as Google’s Remarketing Ads, and also have the ability to display on local and national platforms such as:

• News outlets
• Weather channels
• Lifestyle blogs
• Healthcare sites
• Educational outlets
• Apps

The difference between these and Remarketing ads is that Banner ads can be targeted to display to any audience, based on certain criteria such as keywords, location, demographic information, etc. They do not require you to have an existing catalog of website visitors to use as an audience.

Banner ads utilize still or video graphics and must be designed to fit specific dimensions. A set of 11 ads must be designed to fit various advertising spaces available on websites. Google provides tools to create responsive ads that fit to all dimensions, but we recommend creating graphics tailored to each specific size for the best quality ads possible.

If you’re looking for a highly customizable Google Advertising experience, then Banner Ads are a wise choice. You can do a lot with what’s displayed on the ad, customizing them entirely within Google’s advertising guidelines.

Display Ads

Google Display Ads function primarily the same as Banner Ads because they are also commonly displayed as banners on websites. However, these can also take the form of text that appears in advertisement slots on websites. A recent Google update has even introduced the ability to display Responsive Display Ads, which combine the graphics of Banners with ad copy to create a much more personalized ad experience for users.

Much like many of Google’s other forms of advertising, Display Ads function with a pay-per-click (PPC) model, which allows you to get lots of exposure for a relatively low cost. They are just as customizable as Banner Ads, with the added benefit of allowing advertisers to utilize text copy in addition to graphics.

Display ads boast an additional benefit of variety in audience targeting, allowing advertisers a wide range of applications for these customizable ads. Businesses can use Display Ads to generate brand awareness through campaigns targeting new and potential customers, stay top-of-mind with those who have already visited your website using Remarketing strategies, or even target users who have visited competitors’ sites through Custom Intent advertising.

If you want an advertising experience that can be customized like no other, then Display Ads are a great choice for you.

Custom Intent

Google’s Custom Intent ads are where you can start getting really granular with which audiences you want to target your ads toward. Once you’ve worked out the basics of advertising with Google, Custom Intent Ads allow you to go a step further and get a leg up on your competition.

These ads, which use a pay-per-click (PPC) model like Google’s Display and Remarketing Ads, allow you to target users based on their shopping intent and interests. This means that you can choose which audiences your ads will target, and you can customize different ad sets depending on a wide range of factors including demographic information, interests, keyword searches, and more.

Custom Intent ads also allow you to reach users who visit your competitors’ websites, meaning that you have the opportunity to show users how your business is the best in your industry. This is crucial when targeting sales leads who are ready to make a purchase, a key step in any online marketing strategy.

With mobile use increasing, Custom Intent Ads have also expanded to the category of apps and can be triggered to display to prospects who use apps that are relevant to your business and interests surrounding it. Certain apps even have the ability to display your ads while audiences spend time using them, in the form of banners or pop-ups depending on the app.

Custom Intent Ads are a great step for getting granular with your targeting and ensuring you reach the most relevant audiences possible. Once you’ve established a Digital Presence, we highly recommend taking the next step with Custom Intent Ads.

Google Shopping Ads

Google Shopping Ads are those that appear above search results when users search for certain keywords related to products available for sale online.

These ads are currently only available for retailers, so they are a great fit for businesses that operate e-commerce sites. Since they can display at-a-glance information about your products and link users directly to your online store, they’re a great way to entice users to shop online with your business while they’re researching the item(s) they want to purchase.

Google Shopping Ads allow you to display certain advantages of your products, like ongoing sales or free shipping. With clever targeting and appealing imagery, you can easily stand out from your competitors before users even click through to any websites to do further research.

Shopping Ads use product data, submitted through Google’s Merchant Center, to decide where and how your ads are shown. It’s important to ensure that the information listed for all of your available products is both appealing and accurate, so that Google has the best chance of showing users the most relevant products possible.

Just like most other forms of Google Advertising, Shopping Ads operate on a pay-per-click (PPC) model. Similar to others, this provides the fantastic benefit of getting lots of exposure for your products online at a relatively low cost.

If you operate an e-commerce site or are looking to get started with one, we highly recommend integrating Google Shopping Ads into your Digital Marketing campaign.

Local Service Ads

A relatively new form of advertising, Google’s Local Service Ads allow businesses in certain industries and areas to display ads on the first page of search results for certain service-related keywords.

Operating on a pay-per-lead model, these Ads allow users to access quick information about your services and compare your business to others in your local service area. These ads offer lots of exposure to local audiences who are searching for specific services and have the benefit of allowing businesses to only pay for results, with budget only accumulating when a customer directly gets in touch with your business.

Local Service Ads look pretty similar to yellow pages ads, and operate in much the same way by quickly showcasing key information about local service providers. They feature at-a-glance summaries of a business including hours, service area, and Google Review scores.

At this time, Google’s Local Service Ads are only available for some industries in specific service areas. Nevertheless, getting a head start on these if they are available in your area can be a great way to stand out from your local competitors. We recommend that service providers learn more about the options available to them.

I’m Ready To Take Advantage Of Google Advertising – How Do I Get Started?

After reading this list, you may or may not have an idea of which Google Ads are right for your business. That’s okay – Google’s advertising network is vast and can be tricky to wrap your head around as a business owner new to the world of Digital Marketing and online advertising.

The Advanté-BCS team has over 20 years of experience helping clients in all sorts of industries succeed through carefully-crafted Google Advertising campaigns. If you want to learn more about how to maximize your ROI and start generating sales leads online, we encourage you to reach out to our friendly team and learn more about getting started.