SEM

Google ads is an online advertising platform created by google.It was formerly known as Google Adwords. 

Google ads is a product that you can use to promote your business , help sell products or services , raise awareness and increase traffic to your website. 

Google Ad accounts are managed online so that you can  create and change your ad campaign ,ad text ,settings, budget at any point of time.

Google Ads was not a sudden realisation moment, it was essential.In 2000 , Google was facing two challenges:-

1. Keeping their wonderful search engine free.

2.Moving ahead of the ad game dominated by ad banners and pop ups.

Creators had to pay to google ads only when their ads were clicked. This innovation became their unique selling proposition, user centric approach  changed online advertising making it targeted and measurable. 

How businesses can utilise Google ADs?

1. Target single minded customers:- Reach ideal customers  searching exactly what they offer thanks to keyword targeting and demographics with the help of pay perclick where creators bid for keywords in an auction.

2.Boost website traffic:- Drive  qaulified leads to their landing pages, increasing sales  and brand awareness. 

3.Show diversify offerings:- Text ads, attractive videos , customising formats according to their goal of promoting products , generating leads and building brand loyalty.

4.Track& Optimize:- Count every click, changing campaigns in real  time and maximise returns on ad spend. 

Goal Setting

Product Business

1.Sales conversion:Track  purchases, add to cart and sign- up updates.

2.Brand awareness:Highlight key features, generate   traffic to product pages, boost reviews.

3.Targeted reach:Find ideal customers through specific long tail keywords, interest and demographics. 

4.Optimise aggressively:Test ad formats, refine bids and maximise return on ad spend for every click.

Service business:

1. Lead generation:  Capture contact details through forms, calls and consultations.

2. Appointment bookings:Drive traffic to booking pages, update  your calendar. 

3.Brand trust:Showcase expertise, testimonoilas and build credibility.

4. Local focus:Target nearby customers, dominate your service area.

Buyer vs researcher vs browser

Type       Focus                          Action                                                             Goal for ads 

1.Buyer -Ready to purchase  , Actively searching for product/ service  Drive conversion, immediate sales.

2. Researcher -Considering alternatives, Comparing features, prices, brands,Build brand awaenss and generate leads

3. Browser-Casually exploring, Browsing related topics, actively buying, Increase brand reach

Understanding search needs 

Understanding user needs unlock deeper connections and effective ads.

Need Query  Goal of AD     

1. Emotional – Premium SUV that makes me powerful     Highlight ambition, status

2.Social – Best gift for eco-conscious friend ,                          Emphasize social impact , community values

3. Functional -Connected features                                               Geofencing (GPS AND Radio frequency identification) , towaaway alerts, remote immobilisation of cars 

Types of Google Ads in SEM

Type  Usage  Example 

1. Search Ads – Point out users actively searching for keywords            Best running shoes for marathons

2.Display Ads – Reach mass audience across site and apps                   Eye catching banner on travel blogs

3. Shopping Ads -Showcase products wtih prices and images               Product listing on Google Merchant Center(GMC)

4.Video Ads- Engage viewers with  pre roll, in-stream and bumper formats  Product try it out videos on youtube