Since the day of the appearance of content ads on the Internet, rapidly acquiring its popularity in the market, it has been no more than seven years. Those days marketing agencies have been doing their first attempts. Ever since a great number of secrets and mysteries have been discovered and explained, calling on to the first users of the SEO up to e-commerce professionals looking to enhance their competence in the webpage promotion and widen the Internet audience. In this article we take a look at Google, which offers a set of algorithms and tools that can simply boost your business in a matter of several weeks or months.
There is no doubt that at the moment Google is a global leader in the market which covers approximately 75% of Internet users worldwide, more than 20 languages and over 100 countries. Google content network - the world's largest context advertising network. And take into consideration that the worldwide Internet audience has surpassed one billion users. Impressive? Just do the math.
One of the greatest advantage in the context ads is its targeting - a mechanism that allows to distinguish and “feel” the audience, find the parts which meet your requirements and pop up the right ad in the right moment - just when it is necessary. But how and by what criteria do we define Internet users? It is simple: topic, time, geography, language, devices, and demographics. There are about seven factors responsible for the selection of users. Context ads on the Internet give us nothing but the opportunity in such way.
The most used, effective and simple ads format is text. Although the graphics has it merits, too. Text ads appear both in search and context material. If the text format is not the answer, branding can be done with using both graphics and animation. It is also interesting to note that context ads in a text format, combined with graphic images increase conversion rate by 22% (compared to using only text).
Google developed a system for nearly every budget. The value of the one is determined not only by how much money one has got but also by CTR (click-through rate) and so called QS (quality score). The later depends on several factors, such as CTR, history of the account performance (determined based on the CTR of the the key words), as well as relevant keyword phrases ad, ad group and targeted webpage. The increase in this ratio provides an opportunity to reduce the cost per each click. Furthermore, Google can estimate not only your weekly budget, but you can easily fix daily pay limit. To sum up, Google will do everything in order to accurately estimate costs of your campaign.
Your account structure is another big advantage to use Google. Your account can be broken into several campaigns, every single of which is divided into groups consisting of key phrases and a certain number of ads that match these search phrases. You can structure your campaign by category and product group, webpage, region or even language, defining the whole campaign into the unit which corresponds to a very particular product or service. For example, if selling home appliances, create the structure that will separate campaigns to different brands like Whirlpool, Bosch, Phillips, etc. Then comes the category: washing machine, refrigerator, stoves, etc. Narrowing down the choices allows to find your particular customer.