Google Search advertising is a competition where no advertiser with more money will win. Because Google always has its own rules of the game aimed at real value for users.
Before beginning to deploy each business needs to understand the nature What is Google Search advertising to optimize costs and efficiency.
1. What is Google Search (search network) advertising?
Google Search advertising (or search network advertising) is a form in which you have to spend money for Google to display information on the search results page, when customers search for keywords about the product you are looking for advertisement.
Google Search ads currently occupy 7 prime positions on the front page, including: 4 positions at the top of the page and 3 positions at the bottom of the page. And you can identify the display positions from the ads compared to the organic display positions through the symbol “Ad”, “QC” or “ADS”.
For example, when you are in need of searching for curtain products and conduct a search on Google with the keyword “fabric curtain”, you get results as shown below.
You can see that the first 4 results displayed all contain the symbol “Ad”. At the bottom of the page, 3 more ads are displayed. These are the results from different advertisers’ Google Search campaigns. The remaining positions are organic results.
2. Benefits of Google Search Ads
Although Google Search advertising is a highly competitive form. But millions of businesses still do not hesitate to spend money to advertise. The reason comes from the following benefit
Reaching the right audience – the needs increase sales opportunities
Appearing in the top position as soon as the customer demand for product. Combined with an attractive advertising content template, it is easy to “score” and receive expensive clicks from customers. Each visit to the website is a sales opportunity for the business.
Google Search advertising also allows you to target your target audience by age, gender, geographic location, time frame, etc., improving the effectiveness to ensure that the message only reaches those people. potential customers.
Deploy ads quickly and optimally
It doesn’t take too long for a Google Search campaign to start spending money on those first impressions. This is the reason that this advertising tool is often used in short-term strategies of most businesses. Especially when it is necessary to deploy the activities “hit fast and win fast”.
Besides, during the active campaign, you can also adjust the ad template or other elements at any time to optimize the campaign performance.
ĐAccurate performance measurement
One of the strengths of online marketing tools is the ability to accurately measure effectiveness. And Google Search advertising is no exception. Metrics showing the effectiveness of the campaign such as: clicks, impressions, average cost per click, total cost, etc. are real-time statistics on your account by Google to help you stay on track. progress can be tracked.
HEffective support for SEO in the long-term goals of the business
Google Search advertising is known to be the right tool for short-term strategies of businesses. But on the contrary, SEO requires an investment of time and effort to achieve the end goal. Therefore, Google Search can completely parallel and support SEO in the early stages, when the website has not been to the top. So how should you combine?
For a normal SEO project, to a website to the top usually fluctuates at 6 months. So in the beginning, how does the business maintain orders for its operations? Using Google Search ads at this stage will help you do just that.
Not only driving sales during this time period, the visits are driven by Google ads also help the website to be rated better. That is absolutely beneficial when you are implementing SEO.
Increase brand awareness
When the ad is displayed, your brand has reached 1 customer. Whether this customer interacts with the ad or not. And an especially important metric when you want to effectively target your brand is impressions. This number tells you how many people have seen your ad.
For example, with a campaign with hundreds of thousands of impressions, it doesn’t matter how effective the campaign is in terms of sales. But already hundreds of thousands of people know your brand.
3. How do Google Search Ads work?
Although the technician will be the one to directly implement the campaigns, from the perspective of the cost investor, you also need to understand how advertising on the search network is working. This information also helps you understand and track the progress and effectiveness of the campaigns being implemented.
3.1 How Google Search ads are charged
With Google Search advertising campaigns, you can choose one of two payment methods as follows:
Firstly, charge per click or the specialized term also known as CPC (Cost per click).
When you choose this option, your ad will be charged when a user performs a search and clicks on your ad. This is almost the most common way of charging today chosen by most advertisers.
So when the ad is displayed but the user does not click, you will not be charged. This type will be suitable for the goal of increasing visits to the website, creating sales opportunities for businesses.
Second, charge for action on the landing page or industry term also known as CPA (Cost per Action).
An ad campaign that is set up with a CPA mechanism will be charged when a customer visits the website and makes a conversion. For example, when customers fill in information to receive advice, leave an email to receive information or make a purchase, … These target actions must be set up in advance according to Google’s requirements.
And although the goal is to convert, any business wants. But CPA is not the common form. Because to optimize effectively according to CPA requires a lot of experience and advertisers must strictly comply with some regulations from Google.
3.2 What is the ad placement based on?
In order to appear in the best positions on the front page, ads must enter an auction to compete with each other. Google has launched an metric called “Ad Rank” to compare ads with each other.
The higher the ad rank, the higher the display position of the ad. Google uses the following formula to calculate Ad rank:
Ad rank = Max CPC x Quality Score
Inside::
Maximum CPC is the highest cost per click that you can spend to pay for an ad.
Quality Score: is the score that Google gives after evaluating the criteria related to the ad template, landing page, … Details about the factors that make up a good quality score will be revealed in the next section. .
Example of how to rank between 3 advertisers according to Google’s Ad rank.
Through the comparison table, in addition to information related to how to rank display on Google. Pay attention to advertiser number 3’s metrics. With a maximum CPC of 5,000 VND, but a low quality score, it still doesn’t show up in the best position. It shows:
You have a lot of money not sure your ad will be shown in the top position!
3.3 At this point, you will surely wonder what factors Google evaluates the quality score on?
FGC will quickly respond to you. The quality score of Google Search ads will be evaluated based on 4 important criteria as follows:
First, the click-through rate of the keyword – account – landing page
Regarding the click-through rate of keywords, Google will give high priority to you if you choose keywords that bring good advertising performance. This performance will be based on all previous campaigns that have been run on Google by every advertiser.
In terms of your account’s click-through rate, you’ll get a high score if your account already has campaigns that perform well and are interested by customers.
In terms of landing page click-through rates, Google also expanded its consideration of how the landing page performed in the past. If the click-through rate is high, your ad’s quality score will also be better.
At the same time, during the operation of the campaign, the click-through rate of the ad is also regularly monitored for Google to change in quality score.
Second, the quality of the landing page
Landing pages are where customers will directly learn information as well as make conversions. Therefore, the quality of the landing page is always a factor that Google is very interested in. A “standard” landing page needs to contain quality content, full of useful information for users. As well as fast page loading speed creates a good user experience.
Third, the relevance of the keyword – content – landing page of the ad
Google can’t give you a 10 quality score if your ad is about “furniture” but leads to a landing page about “clothes”. Or similar cases.
As a user, you certainly don’t want to be directed to landing pages that don’t meet your needs. Therefore, ensuring the relevance between keywords – content – landing page is necessary..
The above 3 factors are the foundation for businesses to understand where the points are not optimized. From there, work well with advertisers to deliver the highest quality score.
3.4 Structure of a Google Search ad template
A Google Search ad sample when displayed on a search results page includes the following components:
- Headline: The headline is the most prominently formatted text in the entire body of the ad. Therefore, the title part is often used in highlighting the product information that you are trying to advertise.
- Link: Just below the title section, you will easily see a link. This is the link to the ad’s landing page. This content is green and at the top of the line will be labeled “Ad”, “QC” or “ADS”.
- Description: Adjacent to the bottom of the main link is a short description that clearly states the meaning of the title. Because the number of characters is limited, the description should only briefly include the most valuable information about the product.
- Extensions such as call extensions, location, sublinks, etc. Unlike the above, extensions are optional for Google Search ads. And these utilities will also be displayed at random, not the settings are sure to show up.
However, you should set up the information about the extension, so that in case the ad is fully displayed, it will provide more information to the customer. Or in the case of two ads with the same Ad rank, Google also relies on these utilities to decide which ad to display.
If you are in need of an Online Marketing tool to quickly deploy sales promotion plans, then Google Search advertising is a reasonable choice. Note, Google Search should not work alone, but should be combined with many other tools, to bring the best results for businesses in the short term as well as in the long term.
