Google Ads Primer and Questionnaire

What is Google Ads?

• Google Ads is the top Search Engine Marketing (SEM) platform for digital advertising
• It allows you to run highly-targeted search, display, and video ads advertising your products or services
• Target by:
  ○ Keywords
  ○ Locations
  ○ Demographics
  ○ User interests and browsing habits
  ○ Customer lists

Search Advertising

• Google Search Advertising is the best way to get people who are looking for the services you offer to visit your website or contact you
• Bid on keywords to have your listings appear when those terms are queried in a search engine
• Ads only run in response to a relevant Google search
• You only pay when your ad is seen and clicked
• Cost determined by the popularity of your search terms in the targeted area
• Typically, a well-keyworded search campaign must spend at least a few hundred dollars a month to be effective, and most accounts that take a holistic approach to search advertising require a few search campaigns to cover all the bases. 

Display Advertising

• Allows you to run visuals on the massive Google Display Network, which reaches 90% of internet users worldwide
  ○ Millions of websites
  ○ Mobile apps
  ○ Gmail, YouTube, and other Google platforms.
• Allows you to reach potential clients by combining engaging visuals with call-to-action text
• Does not target using keywords, but can be targeted demographically and through placement preferences
• Good at producing a very high volume of traffic, though lower quality than Search
• A display campaign can run for much less money per month than a search campaign, though doesn’t produce the same grade of traffic

Video Advertising

• Video has a lot in common with Display, it just requires a 15-to-30 second video (like a TV ad) that will run before or during streaming videos on platforms like YouTube. It’s also cheap, also produces a lot of traffic and improves overall brand and site visibility