Google Ads is Google's advertising platform. It is through this service that sponsored links are displayed to users when someone performs a search for a specific keyword. Understanding its operation and its advantages is a differential for companies to get and attract more customers.
The advantages of using Google Adwords are many. This tool offers many measurement options.
It goes far beyond offering a broad, intelligent platform capable of suggesting campaign modifications and providing optimization ideas for your ads.
On top of that, there is the “Opportunities” field that gives suggestions for improvements to your campaign.
In its fully customizable platform you can display the most relevant data and metrics that will tell you if your results are satisfactory or not.
Here are some of the advantages:
you create the ads
Google Ads Search Network sponsored ads have a standard format. Always with title, ad text and display URL.
In these fields, with the exception of the URL, you can display your offers and “sell your fish”.
In addition, it is still possible to create sitelink extensions, which direct the click directly to a specific page on your website.
You decide where and when the ads will be displayed
Through campaign settings, you can target ads by location.
This is because there is the possibility of choosing countries, states and cities and also delimiting a range from each city, the language used in Google.
For example, if you only want to advertise to French people who are in Brazil, in this case I select the language of the so-called Google interface as “French” and choose the location “Brazil”.
It is also possible to select the days and times of ad display.
You choose the keywords
Keywords are everything for a good ranking on google.
Keywords are the terms that will trigger ads when the user types similar or related terms into the search engine.
That is, if you set one of your ad keywords to be “restaurant”, when users type this into Google, your most relevant ad for that search will be triggered.
You direct the links to the page you want
When creating an ad, you can point the sponsored link to any page on your website, whether it's a specific product page, content about your company's area of expertise.
It's a good idea to sync the keyword with the link's landing page as this improves ad placement.
In this way, it is possible to focus on more specific objectives, or on the company's area of activity in general.
Real-time changes
Another great advantage of sponsored links is that you can do everything in real time, you can create, modify, delete ads in a matter of seconds, very different from newspaper or television ads.
Variety of data to be measured
This is, without a doubt, the icing on the cake and one of the most important.
The metrics offered by Google Adwords are varied, making it possible to measure almost any type of data that is relevant to the campaign, facilitating the improvement and optimization of investment in ads.
Fully customizable platform
Due to the wide variety of data offered by Google Adwords, it is ideal and not even possible for you to view all of them, for this you can configure your "desktop" in the way you deem most efficient, displaying only the data that is relevant to the structuring of campaigns.
You choose how much you want to spend
Google's main objective is to offer the best possible experience to internet users, with this in mind the company created an auction system that defines how much you will pay to display your ads.
The following items are evaluated:
Landing page experience: This includes loading speed, visual quality and page usability;
Ad relevance: How closely your landing page matches the subject matter of the ads you've created; and
Expected click-through rate (Google can estimate how many clicks your ad will receive)
These items make up the Quality Score. The amount that the advertiser pays is the result of the following calculation: Quality Score x Auction.
This means that the better the quality of your ads and your webpage, the less you'll need to pay to rank high on Google searches.
Furthermore, it is possible to limit a daily budget. When you limit a daily budget, Google will show your ads interspersed, causing your ad to show throughout the day.
Adwords campaigns are one of the most efficient tools for generating marketing and sales leads.
Whether for e-commerce, local business or service provision, this tool always generates excellent results.
With Google Ads, you only pay when someone clicks your ad and is directed to your website, not when your ad is displayed. In other words, you pay when advertising works.
You can invest as much as you like, as there is no pre-set minimum budget. Start by choosing a daily budget that you are comfortable with and that you can change at any time.
Instagram ads
Instagram has grown a lot nowadays and nowadays it is one of the main social networks in the world.
Soon, many people are choosing to advertise their product through social media.
What will determine the success of your ads is choosing the right platform. And the ones with the highest numbers of users are not always the most interesting for your type of business.
So, that's why you always need to know his persona and know where he is.
Instagram Ads is a very visual space. If Facebook already values the use of images, with Instagram, this will be even more important.
The best options and even the differentials of advertising on Instagram are:
- routine photos: On Instagram, there is a tendency to casual, to what is of our day to day. So, investing in images that convey your business values is a key to success. Abuse the quality of the image, text and even the hashtags used.
- Carousel Ads: Carousel ads are excellent for conveying a message using only a few images. It reminds a lot of formatting by slides, in power point.
- Video Ads: The videos, whether on or off this platform, are sensational. For Instagram in particular, short videos, simple and with a nice visual appeal, convert very well up to 1 minute in Reels format or 2/3 minutes in IGTV format.
The quality of images and videos is a key point in any ad on Instagram Ads.
The public that is inside this platform highly values quality.
Facebook Ads
Facebook is one of the most used social networks in the world. And every day, thousands of new users sign up to share news, photos and more.
What calls the most attention in the use of this tool are the countless possibilities it offers to brands and companies.
For example, you can create a fanpage for your brand, you can advertise in different formats and whatever else you can imagine.
It is quite common for us to judge the success of a Facebook strategy based on the amount of likes it receives. However, over time you will realize that this is not the only thing that will count.
When we talk about advertising through Facebook ADS, we will be able to establish as a goal some options, such as:
- Receive likes on our page;
- Get users to reach our landing page. It can be your main site;
- Work on publication engagement, where you can get more people to see your ad;
- Focus on getting the user to convert on a website;
- Encourage the installation of an application;
- Capture attention with an offer;
- Motivate participation in an event.
What draws attention to Facebook Ads is precisely the versatility it offers. However, that's not to say that Instagram Ads isn't a great option either.
What is the best option? Google Ads, Instagram Ads or Facebook Ads?
Everyone must have asked themselves this at some point in their lives, what is the best platform.
However, there is no one better than the other or that the other is bad. That's because, everything will depend on your target audience or if you know your persona better.
Ads will only be successful if you can advertise to an audience that really has an interest in what you're offering, what you have to say, or what you're selling.
Always try to make a sheet with basic questions for your customers and consumers of your content to always know more about them, so you can know where they are most connected to gain new users.
