Last article "Solve these three core issues and double the effectiveness of Google ads!" After the release, received a very strong response, it seems that Google advertising as a major means of Google promotion, or by a lot of small foreign trade partners, many people would like to learn in depth.

For the previous article,CiCiUnexpectedly received two very different responses.

The first,CiCiYou write too much to my mind, finally know why Google ads charge a lot of money but very effect is not, burning money every day, is not to inquire.

There's another one,CiCiYou write this look is good, but, I just contact Google ads not long, do not understand ah, look at my cloud fog, I even Google ads what types I do not know, registration will not register, the effect is not discounted is good, double I dare not think.

Every foreign trade person's foundation is indeed different, since Google advertising fever is as high as the recent autumn tiger, then let's systematically talk about Google advertising delivery and optimization. Today, the first science on the basics of Google advertising, otherwise a lot of just into the pit of foreign trade xiaobai may be like reciting four or six words, the opening one.abandonI want to give up my study later.

First, what is Google advertising? 

GoogleAdsFormerly.Google AdWords, published at .2000Years.10Month.23Day, yes.GoogleThe company's main advertising services products, too.Googlemajor sources of income.(As an important source of revenue for Google, the delivery effect is naturally not good, otherwise who charges the money ah right)。Google AdsAllow advertisers to use text, images, videos, and more.GoogleSearch results,Youtube、GoogleSearch for a web partner or.GoogleShow.Advertising.Network, etc. for advertising.(The above content comes from Dom)。

Google is the world's largest search engine with a market share.78%Around. There is no doubt that Google's traffic is very huge and valuable, if we want to expand customer channels, in addition to Ali, Express, overseas social, Google this traffic pot must be used up. And the quickest way to make a website appear on Google and its partner network partners is to deliver it.Google Ads。

Second, the five basic types of Google advertising.

1.Search for ads.

Google search ads, Google Search Ads, often referred to domestic as pay-per-click advertising. Mainly in the form of text on Google search results and Google search network partners.

Google search ads, as the name suggests, are ads.User.Active.Retrieval.The display is triggered after the product keywords.。Because the user is active search, so users generally have a strong intention to buy, naturally, search ads conversion rate is also the highest, about.Around 3.75.

2, display ads.

Google Display Ads, i.e.Google Display Ads, which appears on the Google Display Network in the form of an ad for a picture or text-plus video.

This Google display network is a little bit great, it includes. Youtube, Gmail, Blogger and many other websites and mobile apps. According to statistics, google display network covers more than 2 million websites and up to 90% of the world's Internet users.

Look at this.90%, isn't it a surprise? Yes, you search for potential customer groups that your ads don't have the ability to reach and reach, and display ads can help you. Moreover, the cost of displaying ads is much lower than that of search ads, and 100 yuan for display ads may get 2,000 clicks, but it may be enough to get 40 clicks on search ads.

However, display ads are actively presented in front of customers, even if your positioning is more accurate, but many times customers may not have a strong intention to buy, display ads appear again and again can only play a brand awareness of the strengthening role. As a result, the click-through and conversion rates for display ads are low and not enough.1%。

Of course, not all ads or services are suitable for Google Display ads, such as high orders.B2B products, such as adult products that go with pornography, such as products that contain other sensitive words. In addition, some products are relatively low search for keywords, search ads are difficult to cast results, that time alone also need to show ads shiny appearance.

Show ads. = Text.+Picture or text.+There are three main subdivision types of video:

①Gmail Display Ads:

Gmail ads.refers to the drop in.Ads inside Gmail. Usually.First.Is.In the form of folding.to be carried out.Show.(Looks a little mysterious)。But when.Someone clicks.Yours.Gmailadvertising, it.That's it.Yes.Jumps automatically.Advertiser landing page, or expand to the same size as e-mail.(Well, it sounds pretty artificial intelligence)。The greatest advantage of Gmail display ads, a characteristic form of expression, is that they can.Achieve a wide variety of advertising goals.。

②Smart display ads: 

Smart display campaigns to. Google Machine Learning relies on automated ads, automated targeting and bid settings, and intelligently optimizes ads, targeting, and bidding. According to statistics, smart display ads are converted by an average of 20% more than other display ads.

Smart display ads can enable smart bidding, according to.Target each conversion.needed.Costs are based on the cost.Ongoing.Optimization.。 At the same time, it can be implemented.Auto-positioning.，Targeting will follow your campaign.Ongoing.OptimizationThis means that the more conversions you make through ads, the more frequently your ads appear, which is, yes, a so-called virtuous circle.

It's fair to say that smart display ads make it easy for you who don't know anything about Google ads.

③Standard display ads:

In.The display is wide.Sue.The most controllable in the world can be said to be nothing but him.，It.It's also the one we use most often.Show.The type of ad.

Standard display ads allow you to write your own ads, use image videos, and so on, and make it work.different positioning settings.And.Bid the way to come.Ads are optimized to achieve the desired results for advertisers.

3. Google Shopping Ads

When searching for products on Google,Google Shopping.Ads appear above or to the right of the search results page.。

Such advertisements include text, images, prices and information such as shipping charges and reviews.

Note that Google Shopping is not required.Advertising.The launcher is dedicated.for advertising.To.Write any ad language.(A lot of bad little partners in chinese literature can breathe a sigh of relief)。

As wanted to launch.Shopping ads you just need to put.Relevant sales product data is submitted to .Merchant Center platform.Just wait.。Then Google ads.will combine the user's search and browsing.content to go.Auto-access.Product information in Merchant Center.Go autonomous.Decided.How and where your ads appear.

It is important to note that websites that run Google Shopping ads must have comprehensive online payment features and clear shipping information. In addition, the website also needs to have company address and telephone information, otherwise it is easy to be sealed.

4, Google video ads.

Video is a big trend in future marketing, and research shows that video is much more exciting for customers than text content. So, it's important to learn to advertise by making all kinds of attractive videos.

Google video ads are through. Google Ads places your video ads on YouTube and the entire display network. The ad lasts 6 to 15 seconds.

According to statistics, at present.Open to more than 70 countries, YouTube is available in more than 60 languages and has approximately 1 billion users. At the same time, the Google Display Network includes two million websites and apps that reach more than 90% of the world's Internet users.

Attention:

Video ad content must be. Hosted on YouTube, the privacy settings change to Public or Private.

Types of Google video ad files that can be supported:.MOV、.MPEG4、.MP4、.AVI、.WMV、.MPEGPS、.FLV、3GPP、WebM、DNxHR、ProRes、CineForm、HEVC (h265)

Association.Google Ads and Youtube channels: Some campaigns require that the video source must be a channel associated with your Google Ads account. In addition, when you associate the two, you can gain insight into how your audience interacts with video ads, and you can engage in de-marketing campaigns for your interactions.

5, universal app advertising.

Google app ads are in.Google Search, Google Play, YouTube, Gmail, and other apps and mobile sites on the Display Network to promote your app, including download installation, trial, and top-up.

TwoHow to choose the right type of Google ad.

After reading the main types of Google ads above, someone will certainly ask, I do all kinds of ads to cast, or from which only need to pick one or two on it? After all, the money for Google ads is still burning fast and can't afford it.

Well, simply sum up when to use what type of advertising.

1.Retail.+The website has.Online payment function. : Remember that the advertising king in retail is always there.Shopping ads,Secondly.Show ads, video ads.It can also be used as a good aid.

2.B2B, wholesale business. : As.On the B side, more customers like to search for a product manufacturer like this kind of word, so.Google search ads.Can provide the best conversion opportunities, of course.Show ads.It is also essential.

3.Brand promotion, promotion of new products, promotion of activities. : Simple and rough.Video ads, display ads.Certainly for their own brand publicity is the most effective.

4.Exhibition information publicity.: There are some businesses that do exhibitions that will go to more choices.Show ads.to let more people see the information about the exhibition.

5.App promotion.: Corresponding.Universal app ads.There's nothing wrong with that.

ThreeA common term for Google ads.

As a popular science article, forgive me for not writing as interesting as the original, after all, have to be academic, right?

Finally, let's add some of the words often used in Google ads, lest you don't know it when you come across it, and it doesn't know you.

1.Landing page: The page that the user finally reaches after clicking on the ad.(also known as the ad finally reaches the URL)

2.Display URL: A URL that appears with an ad, usually in green text. (Difference.) Final URL)

3.Keywords: Words or phrases used to describe a product or service to make it easy for the system to determine when and where your ads will appear.

4.Advertising language: Introduce users to themselves and the text of the product.

5.Click-through rate: The number of clicks an ad has been./ The number of impressions of the ad.

6.Daily budget: The average cost of advertising per day.(Daily expenses may be more than 2 times the average daily budget, but not more than the daily budget x30)

7.CPC: Cost Per Click, which is the cost of each click generated.

8.The highest bid per click.: The maximum amount you're willing to pay per click for your ad.

9.Quality Score: The Quality Score is an estimated score for the quality of ads, keywords, and landing pages. Higher-quality ads can get better ad rankings at lower prices.

Well, today on the basics of Google advertising we learned here, more promotional knowledge.You can click on previous articles.I'd like to see you next issue.

                               Review of previous articles.

Solve these three core issues and double the effectiveness of Google ads!

How many fatal mistakes did you make when you launched Google Ads? (Teach you not to spend the wrong money!)

How do I tailor your Google promotion strategy? (Google SEO PK Google Ads)

What can CiCi do for you? (Business scope officer!)