What is a Google Ads ad and how to compose it

An advertisement in Google Ads is a powerful promotional tool that helps companies to make themselves known, attract the attention of the target audience (CA) and favorably present their products or services. Therefore, it is necessary to write an advertisement qualitatively: not only creatively and brightly, but also with a clear message about the important information for customers. Only in this case, advertising creative will cause interest and desire to interact with the company.

Ads in Google Ads - what it is and their effectiveness

Without advertising in Google Ads, it will be much more difficult to successfully promote a business on the Internet. This platform is specifically designed to place ads on different Google sites, as well as YouTube and other portals that are Google partners.

The scheme works simply. When a user enters a query into the search bar, the system determines which ads match it. It evaluates:

• the quality of the ads;
• the amount the company is willing to pay (the bid and the set budget are evaluated);
• relevance of the advertisement to the query, including keywords.

Having matched all the data, Google Ads shows the advertisement to the user. It is noteworthy that if company A's bid is higher than company B's, but the quality of the ad is worse, B can win in this race. This is how Google Ads combines efficiency and fairness, and gives even small businesses with limited budgets a chance to promote successfully.

Why you should advertise your company on Google Ads

Among the advantages of Google Ads are:

• targeting - a mechanism that sorts out exactly those customers who are interested in the brand's ad;
• flexibility - the manager can manage the budget, bid strategies, schedule of display;
• payment for results - the company pays only for real actions made by users (for example, clicks);
• analytics - the manager can view detailed data on impressions, clicks, conversions, and optimize marketing campaigns based on this information.

To take full advantage of Google Ads, you need to set up all the settings correctly. This is a complex process that requires knowledge of working with keywords, targeting and analytics. Therefore, it is very important to entrust the setup to specialists who are well versed in all the nuances, such as MEGASITE's targeting specialists.

Types of ads in Google Ads

Google Ads offers different ad formats that are suitable for different marketing tasks. The most popular options are:

• text ads;
• banner ads
• video ads;
• mobile app ads;
• ads in Google My Business (Google Business Profile);
• Google Shopping ads.

Each of these formats has its own advantages and is used depending on the goals of the campaign and the characteristics of the target audience.

Text Ads

Text ads look almost identical to organic search results, except for the “Ads” label. They can be seen after the client enters a query, in the form of relevant links to the site, which are located at the top and bottom of the Google search page, as well as on partner portals. When the user clicks on such an ad, he is automatically redirected to the specified page of the site (on the main page, product card).

The main advantages of text ads:

• attract users who are actively looking for a product or service;
• contextual advertising is customized based on keywords, which increases its relevance;
• ease of creation and editing.

This format helps attract customers who are already interested in the product. It's also a great option for increasing traffic to a website and strengthening a brand's presence in search engine results.

Banner ads

This is the name given to visual ads that are placed on Google's partner sites, including YouTube, Gmail. To attract customers, banners use graphics, images, animations, GIFs, interactive elements and more. Banners are often clickable, meaning that when a user clicks on the image, they are taken to the website.

Banner ads are great for:

• improving brand awareness;
• regular product reminders;
• draw attention to promotions and offers.

Banners are especially effective for creating an emotional connection with customers and clearly demonstrating your product or services.

Video advertising

A product is promoted through the use of videos. They are shown on YouTube and other platforms that Google partners with. Video allows you to emotionally influence customers by evoking the right emotions and encouraging them to buy. The videos are great for brand popularization, increasing loyalty, and promoting new products.

Advertising in mobile applications

These are banner or video ads that are displayed inside mobile apps. The ads are placed using Google Ads and are shown to users when they open the app. A link to the company's page is a mandatory part.

Google Shopping ads

Presented in the form of product cards with pictures, prices, titles and links to the right page directly in Google's search engine and its partner sites. They are displayed when a user searches for a product that matches the company's product range. For the system to show such ads, you must first upload product data to Google Merchant Center, then link it to Google Ads.

Google My Business (Google Business Profile) ads

A local ad allows you to showcase your product on Google Maps as well as your Google business profile. Great for businesses whose customers want to know exactly where their office, store or branch is located. Ads include text, images, hours of operation, links to website pages, and more.

Preparing to create an ad

Before you create an advertisement, you should perform a number of preparatory steps:

• determine its purpose, what result should be achieved - to increase sales, increase brand awareness, attract traffic to the site, promote the product, and so on;
• to study the target audience - who is the client, what his problems solve your product or service, how he will react to advertising;
• choosing the type of ad - text, banner, video, etc;
• selection of keywords (for example, “buy a phone in Kiev”), which the buyer enters into a search engine. Here will help services such as Google Keyword Planner, Google Trends, SEMrush, Ahrefs, Ubersuggest;
• track your competitors' advertising - where it is doing well and where it is minus. It will also help you identify the latest trends that help you sell successfully;
• choose the platform on which the ad will be placed, its style, features and character depends on it.

And of course, before you compose an ad, do not forget about the budget, based on which Google Ads will decide to show your ad to the user.

What are the rules that an effective ad should follow

An effective ad is eye-catching, clear, compelling and prompts action. For this purpose, it is necessary to take care of such moments:

• attractive headline - should be brief and clear, convey the essence of the product, contain keywords that correspond to the interests of the CA;
• clarity and conciseness - the creation of the ad provides for brevity and maximum informativeness;
• emphasis on the benefit - the ad should be written with a clear specific offer to increase the chances of response;
• call to action - clear and understandable;
• use a unique offer that will convince the customer why they should choose you. For example, showcase quality certificates, testimonials, ratings in your favor;
• all photo, audio and video content should be of high quality, consistent with the brand and harmonize with the text.

To learn more about online advertising: types, examples, opportunities, contact IT company MEGASITE. We specialize in developing effective advertising strategies and know everything about how to create an advertisement. We will also help you choose the best tools for promotion, set up contextual advertising and achieve your business goals!