Google is the largest and most used search engine in the world. For some, it is perhaps the only one they know. However, there are other search engines that are alternative to Google, such as Yahoo, Bing, Yandex, Baidu and many others. However, their market share, even taken together, is far from that of Google.

A little-known fact is that the world's first search engine wasn't Google. It was created in 1990 under the name Archie, a diminutive of "archives." Google appeared 8 years later.

The Google Era

Since then, Google has completely transformed itself and continues to change and improve every day. Google uses algorithms, artificial intelligence, machine learning to sort through billions of web pages and understand what their content is, what industry they are in and what they offer. In addition to sites, Google also has significant information about users. In short, it knows much more about us than we think. Let's not forget that Google owns 8 of the most used services from which to collect information about us.

This is why advertising on Google can be so effective and successful. Google has the potential to connect the right users with the most relevant content at the right time.

Every second on Google, millions of searches, and the majority of search results pages include Google ads. They are a highly effective way to drive relevant, qualified traffic to your site, right when people are searching for your or a similar business. Google offers paid ads that appear in search results or ads that appear on other sites through Google's Display Network and AdSense program.

What formats are there and how do we know which one is right for our business?

Google currently has three main advertising formats, each with its own advantages. Here they are:

Search ads

These campaigns are most successful if the user is already interested in our or a similar business. They are the so-called desired ads. Over 90% of Google's revenue comes from them. They are located at the top and bottom of the first page of the search results (SERP - Search Engine result page). They are relatively more expensive than other formats, but often bring a higher return on investment (ROI) and have a higher click-through rate (CTR). This is because they are usually located at the bottom of the marketing funnel, which means that people are closer to converting. In them, the user is the proactive party. However, search campaigns can also be used in other phases of the funnel. Of course, this must be taken into account in the advertising. That is, if we are aiming for "awareness", our advertising will not be so specific and aggressive. It will provide more initial information about the product or service and will be presented in an understandable way for the target user, namely it will be suitable for a person who does not know about our business.

On the search network, users are partly self-segmented. Targeting is also possible, but it should not be overdone. Search campaigns can target users based on demographics, location, browser language, device, interests, purchase intent, and previous interactions with the business.

Advertisers only pay for these ads when someone clicks on them, which is why they are called PPC (Pay per click). Цените им са базирани на тръжна система. Рекламодателите се състезават за първите места като дават Оферта – bid, which is the maximum amount of money they are willing to pay per click. This affects the success in the auction, but it is not the most leading factor. Google's idea is for the searcher to receive the most relevant results possible, which is why the so-called Quality Score (Quality score) of the ad. It is measured from 1 to 10 and depends on the relevance of the ad, which includes keywords, text, previous ad performance, CTR, ad extensions, as well as landing page quality, site speed, etc. The position of the ad is a function of all of this.

The types of ads on the search network are:

Expanded text ads

These are the most standard Google ads. They have 3 titles of 30 characters each and 2 descriptions of 90 characters, with the 3rd title and 2nd description being optional. Even if added, they may not be generated in the ad. Of course, we are of the opinion that if Google gives you space, fill it. This makes your ad more voluminous, gives you the opportunity to highlight more advantages and pushes competitors lower in the results. The ad also contains a URL and a path.

Responsive text ads

These ads are generated by themselves based on the titles and descriptions that we have set. Google optimizes and selects those of them that are most successful. We have the right to set 15 titles and 4 descriptions, from which Google can make combinations and test.

Dynamic search ads

These ads are generated by themselves based on the titles and descriptions that we have set. Google optimizes and selects those of them that are most successful. We have the right to set 15 titles and 4 descriptions, from which Google can make combinations and test.

Display реклами

Banners or display ads are targeted to a network of Google partner sites (GDN – Google Display Network). The display network reaches 90% of Internet users worldwide through millions of news sites and blogs, applications, as well as Google sites – Gmail and YouTube. They have a visual advantage over search ads, which are text-based. Unlike search ads, display ads promote the brand while the user is surfing online and engaged with other content. They allow us to reach users when they are not searching or even know about the product/service. That is, it is normal for their effectiveness to be lower, as well as their cost.

These ads allow you to expand your audience and find new potential customers. It makes sense that display ads are rarely the last channel before an order, but they are an extremely important part of the user journey and play an important role in the phase of introducing people to the business, building brand awareness and achieving more traffic to the site. An exception to this rule are display ads for the purpose of dynamic remarketing, which can often be a closing channel. They are aimed at people who have already been to the site, are familiar with the business and have shown interest in a given product.

The Display Network is designed to help you find the right audience. Its targeting options are based on Audience (аудитории) и Content (content). Audiences include demographics, location, browser language, device, user interests or intent, life events, new or returning users, remarketing, and similar audiences. Content-based targeting allows ads to be shown on specific types or topics of content. We can select specific sites, videos, channels, or apps. We also have the option to layer these targetings, making the audience narrower and more specific, but of course limiting its scope.

Display ad formats are:

Banners

These ads give you more control over your creative. They can be either static or animated. Popular sizes include: 728×90px, 300×600px, 300×250px, 336×280px.

Responsive Display Ads

Responsive display ad creation is partially automatic. To create them, you need to enter the ad texts and add images and logos, and Google will test and optimize the ads and their messages to improve performance. They have the widest reach because they have the ability to fill all available ad spaces. They are also used for dynamic remarketing.

AMPHTML и HTML5 Ads

These are interactive, more engaging ads that are also more difficult to create. They give you complete control over the creative and messaging. However, it should be noted that in order to create such ads, your account must meet the following requirements:

– it was opened more than 90 days ago;
– have a good history of compliance with the rules;
– have over $9,000 in total expenses for the entire period.

Smart Display

They are fully automated. They have automated bidding, targeting, and creative. For such ads to work, the account must have at least 50 conversions on the Display Network or 100 on the Search Network in the last 30 days. This is because the algorithm needs data to make the relevant calculations.

Видео реклама в YouTube

Videos are effective sources of traffic and engagement, and YouTube is the second most popular search engine and at the same time an advertising channel through which you can reach a large number of interested users. Often these ads are published for free. The ad is charged when the user watches at least 30 seconds of it, or performs another possible action - click to the site or other. To create a video ad, the videos must be hosted on YouTube.

TrueView In-Stream

They are suitable if you want to reach people who are actively watching video content. These ads have the option to skip after the first 5 seconds. The idea is to say the important things in the first few seconds.

Discovery Ads

They allow you to show video advertising on YouTube search, as recommended content.

Bumper Ads

Short, non-skippable video ads. The format is active for advertisers with video content up to 6 seconds long.