Dear Learners,
Welcome back to my blog. In the previous posts, I have shown you various
ways of driving visibility on Search engines by making your website
"Search Friendly". Which is popularly referred to as SEO. However, as
marketing landscape keeps changing, it’s important to keep optimizing and
finding opportunities to show your brand when your prospects are actually
searching for your product or service.
Google is a competitive space and it might take a while before your page’s
start ranking for your desired keywords. Successful marketers know and relate
to this fact, which is why they include Paid Search platforms as a channel to
enhance visibility & eventually drive traffic that converts on your
website. This essentially means that you now have opportunities to showcase
your products & services right in the top search results on a mobile or a
desktop device in the form of Ads!
Introduction to Google Ads
Google Ads is a platform that allows website owners or businesses of all
shapes & sizes to advertise their content and products or services to
people who are actively looking for them on the Google's Network. These ads are
an extension to your brand content on the web which allow users to identify you
and engage with you. Google allows great amount of flexibility to the
advertiser to decide how their ads might look through this platform.
What are Google Networks?
Google allows
advertisers to advertise on Google's 3 major networks.
- Search Network
- Display Network
- Video Network
Let's get a bit more clarity.
Google Search Network
As per Google, the Search Network consists of the Google Search engine,
this includes all country-specific TLDs (Top-Level Domains) like google.co.in,
google.co.uk, google.co.au, etc. The search network also includes Google's
partner Search engines like Aol.com, duckduckgo.com, rediff.com, etc. You
typically advertise on this network when you want to target your ads to people
while they are actively searching for your content, products, or service. Your
ads on this network might look a bit like the ones showcased below...
Google Display Network
There are millions of websites, blogs & single HTML pages on the
internet. A lot of these websites wish to make some extra money by displaying
ads on their pages. Google offers website owners to do just that with the help
of its publisher platform called Google Ad-sense. According to World Wide
Web Size Google has indexed more than 4.5 Billion pages on the
internet (That’s more than the number of websites!) This is Index of pages is
Google's Display network. You typically advertise on this network when you want
to target your audience while they are actively engaging with the content
related to your product or service. Your Ads on Google's Display network might
look like the ones showcased below...
Google's Video Network
While the content on websites is growing at a great pace, video content is
taking center stage & grabbing attention for the brands. At the center of
video content platforms are YouTube. YouTube is also considered to be the second-largest search engine in the world. And it goes without saying that advertising
on YouTube is just as important for brands as it is on Google's Search Network.
99.9% of Google's Video Network consists of YouTube. You typically advertise on
YouTube, when you want to target your users while they are watching a video related to your business on YouTube or YouTube partner sites or YouTube, embeds
on someone else's websites. Your ads on YouTube might look like the ones
showcased below.
We hope this post helped you understand the Google Ads eco-system a
little better. You can write to me with your thoughts, doubts, or suggestions in
the comments section. We will be back with our next post on how to create a
Google Ads account & if you have already created one, how to sign in to an
existing Google Ads account! Have a great day ahead & keep learning
Cheers,
Mitul Shingadia
