GOOGLE MARKETING PLATFORMS IN SOUTH AFRICA
Google Ads is an advertising platform that allows marketers to build adverts and display them on Google’s search engine and partnering sites. These adverts will drive targeted traffic and valuable leads to a website. Google Ads marketing appeals to a high-converting audience, targeting people who have already shown interest in a specific product or service. It is the number one solution for obtaining clients in South Africa. Google Ads provides 5 different platforms to market a business.
1. Google Search Ads
2. Google Display Ads
3. Google Shopping Ads
4. Google Video Ads
5. Google Application Ads
GOOGLE SEARCH ADS
Google Ads Search campaigns allow marketers to construct text adverts that appear on Google’s search engine. The main objective of the marketer is to reach the Top positions on Google. Adverts with top positions receive more credibility and have higher conversion rates. ( Phone calls, leads or sales). The position the advert appears on depends on several factors; these include:
A. Bid Amount
B. Ad Construction
C. Landing Page
BID AMOUNT
The Google auction works on marketers bidding for keywords. The marketer with the highest bid usually gets the Top positions, however, if the campaign and website are set up poorly, the highest bidder will not receive those top spots.
AD CONSTRUCTION
High-quality adverts drive more clicks and higher positions on Google. Adverts must be eye-catching and informative with the right keywords inserted. Google Ads must also provide smart structure with Ad extensions such as site links, callouts, and structured snippets.
LANDING PAGE
High-quality websites with a good user experience will rank above average or poor-quality websites. Google examines the interaction between a website and a user. Positive experiences will get noticed by Google and rewarded with higher positions.
ADVANTAGES OF GOOGLE SEARCH ADS
AUDIENCE SPECIFIC
You can target an audience based on their attributes such as gender, age, and income.
AREA SPECIFIC
You can target an audience based on their location. You can target specific countries, cities, and even suburbs.
TIME SPECIFIC
You can display your adverts at specific times of the day.
Set adverts to display during your working hours.
ROTATION
Google uses machine language to find the best combination of headlines and descriptions to increase your conversions (Sales and Leads).
WHICH INDUSTRY IS IDEAL FOR GOOGLE SEARCH ADS
Google Search Ads are perfect for businesses offering online and offline services.
ONLINE SERVICES
Include businesses such as web designers, app developers, SEO Specialists, graphic designers, and hosting services.
OFFLINE SERVICES
Include businesses such as handymen, plumbers, locksmiths, electricians, tutors, and appliance repairs.
GOOGLE DISPLAY ADS
Google Display Ads allow marketers to build adverts on Google’s partner websites. Google Ads has partnered with millions of websites and applications to allow for Ad placements on these properties. Google has access to 90% of the internet users Worldwide. The marketer’s advert will appear on other websites with this form of marketing, and NOT on Google’s search engine. The success of Google Display Ads depends on several factors, including:
1. Ad Placement
2. Ad Appearance
3. Targeting Options
4. Optimization
AD PLACEMENT
Ad Placements can be implemented Manually or Automatically. The automatic option allows Google to find the best placements for your ads. The manual option allows the marketer to choose which site, app, or video the advert should appear on.
AD APPEARANCE
Google Display Ads allow for rich media to be displayed on their adverts. Google provides an interface for marketers to build banner adverts. Marketers do not have to use third-party tools; they can take advantage of Google’s integrated banner creation program.
TARGETING OPTIONS
Google Display ads offer a wide range of targeting options. You can target people based on their demographics, geographic location, language as well as interests. It allows you to target a specific group of people based on certain characteristics.
OPTIMIZATION
Google Display ads require constant optimization to find success. Monitor your adverts and make the necessary adjustments with performance monitor tools. Google provides free analytics about the performance of your adverts which allows you to improve your campaigns.
ADVANTAGES OF GOOGLE DISPLAY ADS
LOW COST PER CLICK
The CPC for Google Display Ads is much lower than the CPC for Google Search Ads. You can pay as low as 10 cents for a click.
BROAD REACH
Google Display Ads have the broadest reach online as it can access 90% of internet users. Millions of websites have partnered with Google all over the world.
REMARKETING
Google Display ads give marketers the ability to reach users who previously visited their website. Marketers can target these users with better discounts or better offers.
WHAT INDUSTRY IS IDEAL FOR GOOGLE DISPLAY ADS
Google Display ads are ideal for businesses that offer both services and products. Businesses with big budgets that have maximized their click potential on Google Search and Shopping campaigns, should expand their reach on the Google Display Ads.
GOOGLE SHOPPING ADS
Google shopping allows marketers to promote their products on Google’s search engine and partner websites. Google Shopping Ads are usually displayed at the top of Google with an advert containing a Title, Image, and Price. This advert info allows for high-quality leads
The success of Google shopping Ads depends on certain factors, including:
A. Product Feed Quality
B. Price
PRODUCT FEED QUALITY
Marketers are required to fill in a spreadsheet in the Google Merchant account containing important information about their products. The information provided must be accurate, descriptive, and contain high-resolution images to reach good positions on Google.
PRICE
Use Google Shopping to compare your product prices with your competitors. Promote great discounts and bonuses to entice users to purchase your products. Offer your users free delivery nationwide for higher conversions.
ADVANTAGES OF GOOGLE SHOPPING ADS
HIGHLY RELEVANT
Google shopping ads appeal to a highly relevant audience as people search for specific products, makes, and brands online. Shopping Ad titles and descriptions should be informative to appear for more keywords on Google.
HIGH RETURN-OF-INVESTMENT (ROI)
Google Shopping Ads provides the highest Return on Investment (ROI) when it comes to selling products online. Google provides advanced analytics which allows marketers to make the necessary adjustments to improve the conversion rate.
REVIEWS
Google Shopping Ads allows users to leave reviews about their purchasing experience. Businesses should ask users to leave positive reviews to create more trust around their business brand.
WHICH INDUSTRY IS IDEAL FOR GOOGLE SHOPPING ADS
Google Shopping Ads are for businesses selling products online and offline. Offline industries, such as retail industries, can appeal to an audience within 5 kilometers of their business location and showcase their products and specials.
GOOGLE VIDEO ADS
Google Video Ads allow marketers to build videos and advertise them on YouTube and its Partnering Websites. Video marketing is a powerful form of advertising as the visual nature of the video creates more engagement and activates deeper emotions in viewers. Video marketing can connect with viewers on a personal level. The success of Google Video Ads depends on several factors, these include:
A. Compelling Video Content
B. Targeting
C. Analytics
COMPELLING VIDEO CONTENT
To achieve success with Video Ads, your video content needs to be informative, entertaining, and engaging. Create content that captures the viewer’s attention within the first few seconds and keeps them engaged with high-quality visuals and info.
TARGETING
Before creating your videos, you need to understand your target audience. You want to target a specific group of people based on their age, gender, parental status, interests, and income bracket. Failure to set targets on Video Ads could waste your budget.
ANALYTICS
Monitor interactions with your viewers with YouTube Analytics. Analytics allow you to make improvements to your videos as well as adverts. It allows you to test different types of target audiences and improve your overall campaign.
ADVANTAGES OF GOOGLE VIDEO ADS
Advertising on YouTube is extremely affordable compared with traditional TV or radio advertising. You can pay as little as 20c per view on YouTube. YouTube only charges viewers once they have watched more than 30 seconds of the video, or interacted with it through a Click, Like, Share, Subscribe, or Comment.
FLEXIBLE BUDGETS
As with all Google Ad platforms, Video marketing offers flexible budgets. It allows marketers to set daily budgets and pause, stop, or restart campaigns as they see fit. There are no minimum spending requirements, so small industries can even launch campaigns.
TARGETING AND FORMAT
Video marketing allows you to target users based on their interests and characteristics, as it will reach a highly relevant and interested audience. There are different Ad Formats available where videos can be played for 30 seconds or more, 15- 20 seconds, or 6 seconds.
WHICH INDUSTRY IS IDEAL FOR GOOGLE VIDEO ADS?
Google Video Ads is ideal for both service-based and product-based businesses in South Africa. Many industries do not implement this form of marketing due to Video Creation costs, however, high-quality videos will deliver high-quality leads.
GOOGLE APP ADS
Google App Ads allow marketers to promote applications on Google’s search engine, Google Play, YouTube, and partner websites. Google has built a platform that promotes apps to a large audience of app users. The Success of Google App Ads depends on several factors, these include:
USER EXPERIENCE AND APP QUALITY
The primary success of an application comes down to its purpose and functionality. A seamless, high-quality, and fast application will succeed and expand its reach. To retain users, constant updates and improvements need to be implemented.
CONVERSION TRACKING
Conversion tracking allows marketers to measure the success of their campaigns and their return on investment. Google will count a conversion once a user has installed an app or made an in-app purchase.
GOOGLE MACHINE LEARNING
Google has implemented advanced AI programs to optimize your advert placements and bids, which will maximize conversions. The system does require a period and a decent budget before it becomes highly effective.
ADVANTAGES OF GOOGLE APPS ADS
EASY-TO-USE INTERFACE
Setting up a Google Application Advert is simple. The marketer must submit the necessary media (Images, Videos) and text ads (Headlines, Descriptions) and Google will do the rest. Google also handles ongoing optimization of your application ads.
BIDDING STRATEGY
Google App ads provide reasonable bidding strategies that allow marketers to decide what they would like to pay for. One of the bidding options allows marketers to pay once a user has downloaded an app or made an in-app purchase.
TESTING OPTIMIZATION
Google App ads provide systems that allow marketers to do A/B testing and determine an estimated outcome, which minimizes risks. Google App ads allow for regular optimization to increase organic listings on the App Store and improve your paid advertising campaigns.
WHICH INDUSTRY IS IDEAL FOR GOOGLE APP ADS
Industries that have created applications for their products and services benefit from Google App Ads. Google App Ads have provided an easy integration with Google Play to promote applications successfully. Google App Ads drive application sales and downloads with their extensive audience reach and automated programs.
CONCLUSION
Google provides flexible budgets, ad creation programs, software tracking, audience targeting, and AI programs to effectively promote your products and services online. Almost every industry in South Africa can use Google Ads to market their business. If you are looking for a certified Google Ads specialist, please feel to contact us on this website.