Advertising is something that has come a long way and has withstood the tests of time, constantly evolving to meet the needs of the current generation. Today, one of the most well known forms of online advertising comes in the form of Google Adwords.
Fifteen years ago Google launched the Adwords service which enables advertisers to compete to display brief advertising copy to web users. It is based in part on cookies and keywords that are predefined by the advertisers that might link the copy to the content of web pages shown to users. Google and partner website web pages are designed to allow the former to select and display the advertising copy.
Remarketing is something else that Google has taken advantage of and has incorporated it into Adwords. The feature allows users to show ads to those that have visited their site before. It allows for the creation of different audiences from website users and shows relevant ads to individual consumers. Remarketing Lists for Search (RLSA) via Google Analytics was introduced in Adwords in June 2015 and permitted standard GA remarketing lists to be used in the targeting of traditional text search ads.
Being recognised can be hard, but since Ad Extensions was born, businesses have had an easier time improving their visibility. This is another Adwords feature that enables advertisers to enhance their campaign with the addition of more information with their ads. This can include a business address, phone number and even additional web page links.
Visibility is the name of the game with Ad Extensions, with them being designed to attract more clicks. They appear with the Search Network, located above the search results. Depending on the extension, it is possible for them to show up on the Display Network. Extensions are shown when Adwords calculates that the extension will improve the campaign performance, or when an ad ranks high enough to appear.
If there is one website in particular that Adwords has benefited from, it is YouTube. The site is the most popular video content website in the world and the second most popular in general, just behind its owners, Google. It enables the viewing, sharing, commenting and rating of videos over the world. It is used by both individual parties and companies, with videos generating billions of views each day. Both sites can be linked as part of your marketing campaign, giving your videos the attention they deserve.
Many YouTube users have a strong following, known as subscribers, who watch their videos on a regular basis. It is this kind of attention that attracts businesses to place their ads on the videos of such stars as the Sugg siblings, Caspar Lee and KSI, who attract millions of views on each of their videos. With the kind of presence that these individuals possess, ads are more likely to be seen by the population and as a result, give businesses a larger presence as well.
Adwords has proven to be unimaginably successful for the company and is Google’s number one source of income, with total advertising revenues of $43.7 billion in 2012. It is definitely something you will want to consider if you want more people to know about your business. The service gives you the freedom to decide what you want to be found for, which areas to target and full control over their budget.