Google Ads: Main Terms You Need to Know
Google Ads
Formerly known as Google AdWords, Google Ads is an advertising service created by Google that lets people advertise their businesses with ads on Google search results and its network for marketing. It’s a pay-per-click (PPC) advertising solution where advertisers pay per click or impression on an ad.
Google Ads examples
1. Steal competitor traffic
It’s pretty impressive when an ad can make you crack a smile. This is one of my favorite recent Google ad examples. Honey Books is bidding on the brand name of its competitor FreshBooks. While that can get a little hairy, this tongue-in-cheek ad really works. It acknowledges that the company is bidding on competitors’ keywords, which shows off their brand personality and definitely takes away any potential ick factor.
The company also uses sitelinks, an automated Google Ads extension that displays links deeper into the site, not just to the main landing page. This takes up more space in the search results (which pushes down the next few ads) and allows Honey Book to share more about its brand.
2. Steal back traffic looking for competitors
Bidding on keywords like “X alternative” reaches users in the consideration phase of the marketing funnel, which can drive excellent ROI.
Here, SEMrush includes “Alternatives for SEMrush” in the heading, but the ad itself promotes SEMrush’s features, and when you click through to the landing page, it outlines the benefits of choosing SEMrush over those alternatives. Essentially they’re saying: “Yes, there are alternatives, but here’s why we’re better.”
3. Put your best foot forward
Google Ads isn’t the place to be modest. In this ad, Wix positions itself as an industry leader and targets high-traffic keywords like “best website builder.”
Types of Google Ad Campaigns
1. Google search ads – attract people looking for your products
Google search ads are text ads that you see on Google search engine results pages (SERPs). Your search ads can appear either at the top above the organic search results or at the very bottom of the page.
Best used for: Getting in front of people who are ready to buy.
By targeting keywords with buyer’s intent, you can reach shoppers when they’re searching for the products and services that you offer. For example, if you’re selling dog beds on your Shopify store, target keywords like “dog beds cheap,” and you’ll attract people who are looking to buy a dog bed.
Whether your ad campaign is displayed on the top or the bottom of the SERPs depends on your bid price. The more you bid, the better visibility you get.
2. Video ads – get in front of targeted audience
Since YouTube belongs to Google and also acts like a search engine–only for videos–you can target your potential customers on YouTube based on what they are watching. And with over 2 billion users worldwide, you have quite an audience to target!
Your video ad campaigns are placed before, during, or after YouTube videos and in the search results.
Here’s an example of a video game ad that pops up before another video:
Best used for: getting your product or service in front of a relevant audience.
With video ads, you can use demographic targeting and reach your ideal audiences based on age, gender, and interests.
In-stream video ads have a 5-second timer before people can switch to their intended video or watch the ad for its entire duration. You have plenty of time to get your message across in either case.
For maximum impact, use this ad format together with display advertising.
4. Shopping ads – advertise to shoppers ready to buy
Google Shopping Ads are product-based ads. They’re displayed specifically for product searches on Google.
Unlike regular search ads, Shopping ads show an image of a product along with its product title, price, store name, and reviews. Essentially, they provide shoppers with important product information before they even visit an online store.
Best used for: Boost traffic to your e-commerce store and increase sales.
There are three types of Shopping campaigns:
- Product Shopping ad. These are created using the product data provided in your Google Merchant Center account.
- Showcase Shopping ad. These can be made by grouping together a variety of similar products. Customers will be able to compare a few of your products and choose the best one. This allows people to explore your inventory without even going to your store.