Advertising through Google platforms provides opportunities to advertise through various ad formats and platforms
It offers niche targeting options that can help reach the right target audience
2. Some Statistics to get you thinking
• 82% of smartphone users are actively searching for businesses near them
• 76% of people who search for something nearby on a smartphone will visit a business within
one day
• Nearly 30% of searches for something in a specific location will result in a purchase
3. What is Google?
• Google is primarily a search engine.
• However, Google has diversified into Video Content,
Business Applications and Much More.
• Advertising through Google platforms provides
opportunities to advertise through various ad formats
and platforms
• It offers niche targeting options that can help reach the
right target audience
4. Advertisements through Google
Search Based
Showing Text Ads to
users who are actively
searching for the
category that you are
advertising
Display Network
Click able image ads that
are displayed across
various sites that have
partnered with Google’s
Ad Network
YouTube
Video Ads that are
displayed either before,
during or after the
content that the user is
watching
5. Search Ads
Showing text ads to users who are actively searching for the product/category that you are advertising
Relate-ability
Matches the search
query very closely
Top of Page
Usually placed
before organic
search results
6. Display Ads
Click able image ads that are displayed across various sites that have partnered with Google’s Ad Network
Illustrative
Usage of Images to
attract attention
Brand Awareness
Photographic content
increases brand recall
7. YouTube
Click able Video ads that are displayed across the platform
Users watch the first 5
seconds of the video
before the optional skip
button is available
Content
Allows for long form
content up to 1 minute
Attention
8. Universal App Campaigns
Ads are placed on Google Search, Google Play, Youtube, the Google Display Network, AdMob, Google Discover, our search partners,
and many more publishers who host app ads.
Ad format
Ad formats include
Videos, Banners and
Native Ads
Cost per install is the
charge made regardless
of the impressions/clicks
delivered
Payment
9. Targeting Options
Decide who views your ad
Contextual Targeting
Based on how audience browses
Audience Targeting
Based on who the audience is
10. Contextual Targeting
Based on how the user browses
Keyword Based Topic Based
Google has created buckets on the
basis of various categories and
themes of websites
Placement of Ad
Specific websites/channels
can be chosen to target and
display ads
Keywords that you choose are
matched with those of the
theme of the websites and ads
are placed accordingly
11. Audience Targeting
Based on who the user is
Interest Demographic
Ads are displayed as per user’s
Inferred Age, Gender and the like
Similar Users
Ads are displayed on the basis of
either retargeting or on a lookalike
audience type
Ads are displayed on the basis of
the type of websites the user has
browsed.
12. Interest based Audience Targeting
Ads are displayed on the basis of the type of websites the user has browsed.
In-market Audience
Users that are currently in the
market for a particular product.
Affinity Audience
Users that show a long term interest in
a particular category can be targeted
13. Important Pricing Types
CPM -Cost per Mile (Thousand Impressions)
CPC -Cost per Click
CPA- Cost per Acquisition
CPI- Cost per Install
CPV – Cost per View
Target ROAS (Return On Ad Spend)
Target CPA (Cost Per Acquisition)
14. Measure campaigns on GDN
How to track success of ads
Reporting
Conversion
Attribution
Daily monitoring for
optimization
Choosing the right
metric to attribute
towards success
Tracking the right
goals at the right
time
