What are Google ads?
It is a way of delivering your product to your target audience, using Google platform or their partners. Google can provide your ad over different mediums. For example:
It can be delivered in search engines results based on your pre-selected keywords
It can deliver on Google Partner network like Ask.com, and Netscape.
You can deliver on websites that are not search engines. This is called Google display network.
It can use the Youtube video ads format.
Let’s analyze each of these options:
1. Google search engine results:
It is done solely based on keywords inputted. The end user will search for some keywords. If the keyword searched by the user matches your Google ads keyword, then your ad will be shown to the end user in one of the first top three spots.
This type of campaign is the most efficient one because it is targeting users who show a direct interest in those keywords.
Check below the two first results in a regular Google search. This is how an Ad is shown.
2. Google partner delivery:
Depends on what the partner can deliver. It is not used by many advertisers because the results have not proved to be as good as #1. They seem to be more popular in certain countries where Google is not as popular.
Notice in the picture below that the first four results are all Ads.
3. Google Display Network:
Google is renting advertising space on people’s websites. Then Google is using it’s big brand name to show Ads to the visitors of those specific websites. In return for the advertising space, Google is sharing the revenue with the owner of the website. The amount of money that the website owner can make is directly related to the number of unique users that see the ad.
It is not as powerful as the Google search engine results from ad display.
It is easy to recognize because it has the “X”(aka Close) sign on the top right side.
4. Youtube Ads:
Probably one of the most hated ones, but also one of the most efficient way to deliver a message to your end user.
There are two types:
4.a. Pre-Video ads:
Shown to end users before a video is played. These can last a minimum of 5 seconds, up to maximum 20 seconds. The 5 seconds ones are longer, but the user is forced to watch it in order to allow him to see the requested video.
If you have a great way to capture your user’s attention in the first 5 seconds, this is ideal for you.
4.b. In Video Ads:
Shown in the lower part of the Video, giving the end user the possibility to close it’s display.
All 4 squares below are Youtube Ads:
So which one is more efficient? It depends! Most of the times, I would choose Google search engine display or Youtube Video Ads, if my message can catch the attention of my target audience. This does not mean that the other options are not good, but they are not that powerful. To have some numbers, the average CTR mentioned by Google is 800 clicks out of 10000 impressions, but this is dependent on the niche, and keyword relevance.
The proper way to find out which one is the best for you is to test and refine your targeting. For this, you would need a testing budget dedicated so that you can get your targeting and display network right.
We also offer Google Ads management services, so if this is something that you think your company needs, feel free to contact us.
Here you ca find a quick introduction to Google Ads: