Google AdWords is an advertising network that delivers ads on multiple levels. One part is Google Search, or the Search Network, which are text ads in search engines. The other part is the Display Network, wherein you can put a display ad across a network of different sites. You can reach out to potential customers rather than wait for them to find their way to you. AdWords also has the ‘Automated Targeting’ feature. As time goes on, Google AdWords targets an audience that is a perfect fit for your products.
Google AdWords has a number of ad types to pick from. ‘Responsive ads’ come across as a part of the website where they are published as they adopt a similar appearance to the site to look natural. Ads can also be grouped into Ad Groups based on the type of products. A clothing store would have one group for t-shirts, one for formal trousers and another for casual clothing. This leads to the display of right ads for right customers. Customers looking for formal trousers will get the right ad instead of getting an ad for casual clothing. Each group can be allotted with three or more ads, but up to 20 ads per group are recommended. This allows Google to pick the right ad to present to the customer based on the search phrase.
Ads need to have the keywords that you are working with so that they make better connects with searching customers. Keywords that are general will be displayed more while keywords that are specific will be shown only when those specific searches are made. This translates to a lower display of the ads but probably displayed to just the right customers who are searching the specific product. In Google AdWords Overview, you can see clicks on your ads categorized over devices and locations. You can also see the keywords that are performing the best as also the ads that are doing exceptionally well.
Ads run on Facebook and Instagram are controlled by Facebook Ads. Facebook picks ads to be useful both for the advertiser as well as the targeted customer. As an advertiser, you can select your target audience for your ad, in terms of age, location, etc. Facebook analyzes the ads that have been lined up for the target audience in terms of relevance, quality, etc. The ad that scores high in this analysis pops up on the feed of the customer from the target audience. When a company makes its bid for the ad, it represents the value that the company puts on a response. An expected response or action can be a click or some other action like “save” or “like”. After the ad has been displayed 500 times, Facebook rates the relevance of the ad on a scale of one to 10.
While CPC costs on Google are lowered for well-designed sites, Facebook determines if the ad is relevant to users to lower the costs of running the ad. If the website that is linked to the ad is not of a high quality or loads slowly, the cost of the Facebook ad would still go up. Facebook also allows a ‘Link Click Optimization’ feature if your clicks are not leading to conversions. Through this feature, Facebook works on developing a more analytical understanding of the right customers for your ads and products. Facebook presents the ads to a wider audience to generate higher clicks. To understand your audience, analytics from corresponding conversions are studied. If conversions are still not occurring, Facebook recommends changing the conversion event from purchase to either viewing the product or adding to the cart so that more data is generated on audience profile.