One of the tools of marketing digital to advertise is Google Ads, Belongs to Search Engine Marketing. Within this platform There are different types of campaigns, broadly divided into search network, search network, display and discovery. They have in common that the targeting parameters allow the ads to be displayed in certain geographic areas and at certain times. We describe each one below, as well as its application.
It is important to mention that one of the objectives of Google is to focus on the good user experience and the advertising it displays is personalized. It means that each of us will see different ads, according to various factors, including our browsing history.
Search network
It’s what most people think of when they mention Google. We entered the seeker, through the internet, we write a sentence related to what we want to find and the Search Engine provides us with a list of websites, with their respective descriptions.
Usually, the first results will be ads that appeared thanks to a campaign in Google Ads. We identify them by the legend “Announcement” in bold. On some occasions, said advertising is located under the organic results (or not sponsored) because they are less relevant to the user’s search.
By relating the advertising campaigns made on the search network with the conversion funnel, they focus on a lead generation stage. In other words, this type of advertising has a quick response and therefore causes a higher return on investment than other advertising resources. Google. It is one of the most efficient strategies to generate prospects in the short term, in certain businesses.
In recent years, with the increase in the use of technological devices for voice recognition (Alexa, Siri… and the same smartphones) campaigns in the search network must adapt to the phrases that the target says or writes, since they can vary.
Red de display
Are the banners and advertising videos that we see on websites, applications or YouTube. The objectives of marketing what they can get are branding and awareness. Inside the conversion funnel they are in the early stages; they don’t get an immediate sale.
The clickthrough rate that receive the display network ads, is usually less than that of the search network. The above responds to people’s behavior. If during our navigation we see a banner, normally we do not click, it goes unnoticed. This phenomenon is known as “banner invisible”, Although it is present, it does not capture our attention because we are exposed to hundreds of advertising impacts. In the search network the opposite happens, since each one of us expects to find an answer to the term that we enter in Google.
Discovery
It is the latest product of Google Ads. It is a hybrid between search network and red de display. Ads are seen in smartphones within the application of Google. It is not search based, but visually similar to the results listing. The information it shows is based on our navigation, that is, on the content we consume in Chrome and YouTube. And advertisers use text and images to make their advertising attractive. Like display, its CTR is low, as it chases branding and awareness.
Create campaigns in Google Ads is much more complicated than in FacebookTherefore, if you want to promote your business in this medium, it is advisable to approach a professional who knows the platform.
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Reference-www.eleconomista.com.mx