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The All-New Google Adwords Interface: An Overview

The All-New Google Adwords Interface: An Overview

The All-New Google Adwords Interface: An Overview

It was approximately 17-years ago that Google first unleashed Google AdWords on the world. To say it has been a success is an understatement: AdWords has proven to be the game-changer they claimed it would be by giving all businesses – from the tiniest to the biggest – the opportunity to reach their customers easier and more intuitively than ever. Now, 17-years is a long time so naturally there have been updates along the way. 2018 is no exception, as Google AdWords has arguably seen its biggest update yet. What does this mean for you? In the short-term, you won’t be able to use the old AdWords past 2019 (Google assures users that accounts will not switch in the months of November and December due to the holiday rush). In the long-term? You will be able to control your brand’s advertising better than ever before.

Social Media Advertising Transparency

It’s an exciting time for AdWords users. It’s also time to get acquainted with what Google’s marquee ad service has to offer. Below are a few of the many features our digital marketing team in Windsor is most excited about!

Lightning fast

If you’ve used Google AdWords then you know how slow it can be; not unbearably slow, but it can be annoying. You will be pleased as punch to know that Google has seriously sped up the interface of AdWords – and we mean seriously. No longer will you have to wait on Google AdWords when you want to jump in-and-out of ad groups, campaigns, and keywords lists as it’s all instantaneous. Whether you have one or five-hundred ad campaigns operating at any given time, we’ve got one word to describe it: instantaneous.

Custom dashboards

If you loved Google AdWords’ standard dashboard, you’re going to go bananas for the custom dashboard. The standard dashboard still exists – it fills you in on performance, various insights, and even trends associated with your brand. What it doesn’t show you (and what custom dashboards can) showcases what’s driving performance and provides information on the leading indicators. You can customize reports, track them in real-time, and mix-and-match combinations of data to give you metrics that matter for your brand.

Are you confused? Not to worry, we can help!

Powerful demographic targeting

It wasn’t long ago that Google released a demographic targeting tool designed specifically for search ads. While it allows users to tweak their message based on a user’s age and gender, this newest update takes the beauty of this tool and dials it up to 11; now, you can target users based on household income and even parental status (features previously available to only display advertisers). While it may not sound like a game-changer, spend an evening messing with the feature and you will likely find that it gives you freedom to tailor your message to multiple groups simultaneously. Believe us, you’re going to love it!

Reporting’s makeover

If you are a visual person, you’re going to be head-over-heels over reporting’s newest makeover. Especially if you comb over every cent of your Price-Per-Click (PPC) campaigns, this update allows you to see every breakdown of your campaign, visually. That means you can view every click, the cost of the campaign, and the conversions across mobile, desktop, and tablet in one place. The easy-to-digest visuals will make it simple to adjust your bids on-the-fly, ensuring you that you are getting the most bang for your buck. Moreover, you can even view heat maps that showcase how effective your campaigns are throughout the week – you can even analyze how it performs hour-by-hour!

Showcase ads

This may seem like a small-yet-welcome addition to Google AdWords, but we found it pretty impressive and smart. AdWords now provides a feature called Showcase Shopping Ads which allows users to promote a variety of products rather than a single item. Rather than paying for one ad for one product/service, you now have the freedom to pick-and-choose which items you want to showcase simultaneously. This will allow you to experiment on what types of products/services you want to showcase together. For example, if you notice that customers are only purchasing a pair of shoes with a certain outfit, consider showcasing them together as a set to improve your sales. Want to push a certain product for customers that buy a certain item? Again, clump them together and see if your sales improve. It’s a new and great way to do A/B tests for your sales.

So many other features

We don’t say this lightly: this may be the best update of Google AdWords in history! Marketing is changing once again, and Google is doing its part to give users the tools to stay competitive. Once again, if you are confused by this in any way, reach out to us – we’d love to help!

Facebook or Google Ads – Which Should your Business use?

Facebook or Google Ads – Which Should your Business use?

Facebook or Google Ads – Which Should your Business use?

There are endless options to advertise a business online, with Facebook and Google Ads being the largest players. Many business owners and marketers alike wonder if their business should advertise on Facebook or Google; many also wonder if paying for ads are a good investment. Both allow you to target local audiences to achieve different marketing goals. Below is a quick overview of the advertising platforms, use cases and capabilities of each of them.

Advertising on Facebook and Instagram

Facebook advertising has a wide range of ad types and offerings. The simplest way to advertise on Facebook is to boost (or sponsor) posts that allow your organic posts to be seen by more people who do not follow your Page. Because Facebook also owns Instagram, these ads can be shown on that platform as well.

Facebook Ads Manager tool is very useful to reach local audiences with a robust amount of targeting options. When creating a campaign, Facebook allows you to optimize towards many marketing objectives under the pillars of Awareness, Consideration and Conversion with different ad options for each:

Awareness Ads

Awareness Ads allow you to optimize towards metrics of Brand Awareness and Reach (number of people who see your ad).

Consideration Ads

Consideration Ads allow you to run ads with objectives designed to drive users off Facebook to your website.

To drive engagement, you can:

  • Promote a Post to drive Engagement.
  • Promote the Page to gain more followers through Page Likes.
  • Promote an Event to get responses.

Consideration Ads also give you access to:

  • Video Views
  • Lead Generation (collecting emails or phone numbers for follow ups)
  • Messages (start conversations between users and the page through Facebook Messenger)

Conversion Ads

Conversion Ads allow advertisers to track the return on investment (ROI)of their ad by tracking online actions, catalog sales or even visits to a physical store!

Social Media Advertising Transparency

Targeting options on Facebook and Instagram

The targeting options on Facebook are very robust. You can target specific geographic areas, age groups and interest/ This allows you to be very efficient with your ad spending. This is great for an advertiser like a beauty salon that specializes in hair extensions, as they can avoid spending money showing their ads to men who would not pay for their service.

You can create Facebook ads using text, photo or video posts with the liberty to be as creative as your imagination, leaving a lot of freedom in what you can show to potential customers.

Advertising on Google

Advertising with Google is cost affective and scalable. Most ad formats are bought on a Cost-Per-Click (CPC) basis where advertisers only pay when they ad is clicked on (meaning you don’t pay if someone sees your ad but does not click). Google ads can be broken down into three categories: Search, Display and Remarketing. Here are the details of each:

Google Search Ads:

Search Ads are text ads that appear at the top of search engine result pages (SERPs). These ads are targeted by the keywords included in search terms and allow businesses to show their ads to people who are actively searching for their product or service. A search advertising campaign should target many keywords related to your product, service, brand and competitors, with different ad copy written relating to each search term.

Google Display Ads:

Display ads are visual banners that appear on websites (not in search) and are triggered by keywords on pages and other factors such as the users’ past searches, interests, location and demographics. These are great for building awareness of your brand ,as even if people do not click on the ad they subconsciously see your brand and will potentially remember it when the time comes that they need your product or service.

Remarketing Ads:

Remarketing ads are the ultimate way to nurture prospective customers. Once a customer has visited your site or landing page, display banner ads will follow the users around the internet to remind them of your brand over time. An ideal Google Ad campaign will include all three elements above and will work together to build awareness of your brand, drive leads from people searching for your service and remind them of your brand afterwards.

So which advertising platform should you choose – Facebook or Google?

Both! Facebook will build awareness of your brand while Google will allow you to target people searching for keywords similar to your brand. If your business is looking to start advertising online, Web Geeks can help by crafting a marketing strategy that will build awareness of your brand and drive conversions to meet your business goals! Schedule a meeting to discuss your business needs and how we can help you grow today!