By: Shafiq Ghazie (2017)
Google Ads is a marketing platform by Google for advertiser (namely businesses or individual) whom intend to promote or market their products, services, portfolio, project or even specific agenda. Google Ads provide several platforms for advertiser to advertise on; namely Google Search, Google Display or Google Video. Before we look into those platforms; typically, an advertiser needs to understand what is Search Engine (SE), Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Search Engine is a platform which allows user to search for wide range of information on the internet which includes text, images and videos. Among famous Search Engines are Google, Yahoo, AOL and Bing. Search Engine Optimization is the process of maximizing the number of visitors to a particular website in ensuring the website will appear high on the list of search returned result by a Search Engine. In other words, it is the process of improving the ranking of your website to be shown and positioned above from the rest. As for Search Engine Marketing is basically a paid advertising platform which allows your website to appear on the top page of search result. In other words, advertiser or business need to pay in order to get listed.
As mentioned earlier, user is allowed to search for information on Google Search Engine. The returned result will comprise both the organic result (list of website listed based on SEO ranking) and advertisement or paid ads (known as SEM). Search ads is important because we know that someone is searching for us. Your audience search for your business or product or service by keying in ‘search keyword’. If you opted to advertise on Google Search, then your business will be listed in the search returned result. Refer to image 1 below.
Image 1: Shows snipped search returned result of a Google Search that comprises of SEO result and SEM result
Google Display is an avenue that allow advertiser to promote their product or services through image. The image will appear on Display Network. Display Network is an extensive collection of outside, third-party websites that have partnered with Google and agreed to serve Google ads. Google ads on the Display Network can be in text, image, video, and rich media format. Refer image 2 below.
Image 2: Circled in red is a display ad by KLM which appeared in local Utusan news portal.
Google Video is an avenue that allows advertiser to promote their product or services through video. The video will appear on Google Video such as YouTube. In the case of YouTube, the ad will appear before the initial video is played. Refer to image 3 below.
Image 3: Shows Colgate Malaysia video ad on YouTube
Whichever format an advertiser chooses to promote their business, when a potential audience sees the ad and clicked on the ad, they will be re-directed to a landing page; which can be the business website, Facebook fan page, Google+ page, Instagram or Blog. In order to increase the chances of obtaining inquiries or leads or conversion, it is important for the business to re-direct its audience to a landing page that have the appropriate and relevant content of what are they trying to promote or market.
Among the key benefits of advertising on Google includes:
Google Search Engine is ranked as number 1 search engine by ALEXA. Google network reaches over 80% of global internet users. Google is a search engine giant that integrate not only text based search information, but also incorporates image, video, map and many other. As a marketer, we utterly have no choice but to leverage on Google strength in getting our message across.
Each of the ad type (regardless search, display or video) can be targeted to appear at specific or certain location (country, state or city) and time which allows the ad to be displayed at specific day or given time (hours). In addition to that, Google Display and Google Video ads add further targeted customization options which includes gender, age range, income, marital status and interest. Thus, making your ads only visible to your specific audience.
Marketing on Google Ads is relatively cheaper then advertising on conventional media such as television, radio, newspapers, magazines, billboard and roadshow events. The advertising credit is call PPC credit or “pay per click” credit.
Here in Malaysia, the Google ad average cost for search ad would be around RM0.50 per click, display ad would be around RM0.25 per click and video ad will be around RM0.12 per click. Therefore, advertiser can begin to promote their business for as low as RM300 a month (assuming RM10 as a daily budget). Nevertheless, due to the ongoing competitions among businesses trying to get top spot on Google; I strongly advise for a beginner to begin advertising with a minimum of RM900 a month (RM30 a day) in order to get a marginal head start.
Your advertising credit cost can be further controlled when you targeted your ads properly; based on demographic, location, time and date; hence your ads only appear to your specific audience.
All of the Google ads can be customized to appear on at specific given time; example only make the ads to appear on working ours or likewise.
Google ads is pretty much flexible. For instance, if you have already determined your desired time for the ads to appear or even if you have a desired daily budget; you can always change or re-optimize it over the time; there and then and you do not need to setup new ad campaign or wait for approval of your new settings.
Hence, at the end of the day, depending on what you intend to market or promote and depending on the type of your audience; you can choose the most effective method via Google search, display or video or by combining several of these elements in getting your message across to your potential audience.
In my next article, I shall touch further on Google Ads “campaign” strategy, PPC strategy, ads re-optimization strategy and how a business can leverage on Google ads to reach their specific audience.
About the author:
Shafiq Ghazie has over 15 years of combined experience in marketing, e-marketing, business and information technology (IT). Graduated with Master’s Degree in Marketing and a Bachelor’s Degree in Transport, he has completed various projects for Governmental Agencies, SMEs, MNC, NGOs and private individual in relation to corporate development, marketing, e-marketing and IT implementation.