- Search Advertisement – Search ads are placed on the page where the search results are displayed. In Google advertising, it is on the main page of the Google search result page.
- Display Advertising – Display ads can be seen on any web page on internet, and not restricted to the search result page of the search engine
Google ad campaigns are perfected over a period time
There is no doubt that the results are instant in Google advertising, but it takes time to perfect the campaigns for better results. The ads start appearing instantly and visitors start clicking on the ads. But initially not all the clicks are useful or worthy enough. This implies that the keywords present in the ad campaign may be generic and pull all kinds of visitors. All the visitors might not be serious buyers. For example, a visitor might click on the ad of a digital media company, hoping to find a digital marketing job rather than interested in buying its services. These clicks are known as wasted clicks. So companies need to perfect the Google ad campaign over a period of time. Initially 40-50% of the clicks can go wasted. However, over a period of 1-2 months, the ad campaigns can be modified to reduce the number of wasted clicks.
Engage a professional for creating Google ad
Companies tend to save money by creating the Google Ad campaigns on their own. However, it is not as simple as signing up and infusing a few keywords in the ad campaign. Google Ad campaigns are slightly difficult to design and craft. A novice will design 1-2 ad campaigns based on 15-20 keywords. But that is not effective and does not fetch great results. Effective ad campaigns must contain 300-400 ad groups. Each ad group will be based on 1 keyword and have multiple ad copies. Google scans the multiple ad copies and chooses the best one for display. Some ad designers go even one level up and create 1 ad campaign targeting 1 keyword, and 1 other campaign that avoids that keyword and uses its variants. So employing a professional ad campaign creator makes sense even if they charge somewhere between $200-500 as a one time service charge.
Google advertising is expensive
Before signing up for Google ad campaign, businesses should accept the fact that it is an expensive affair. Every time somebody clicks on the ad and visits the website, the advertiser has to pay to Google. Irrespective of the fact whether it is a serious or non-serious buyer.
Wasted clicks cannot Be eliminated completely
Even after the ad campaign is perfected over the period of time and the number of wasted clicks is reduced, it is impossible to completely eliminate the wasted clicks. Since search is performed by human beings and cannot be perfectly predicted, it is evident that few clicks will go waste.