Why is digital advertising important?
Marketing, as the main core of every successful and responsible company, has made drastic progress over the past few years. Rapid development in technology and events that made a significant print on a whole world, have impacted changes in customer behaviour all around the globe. In other words, customers are online now, and if the seller couldn’t meet the expectation, they could find themselves in an unforgiving position. Fortunately for sellers, we have Google advertising at our disposal.
Today, the interaction between buyers and sellers has become an everyday thing, and the place where most of these interactions happen is Google search engine. As the biggest and most represented search engine, Google has acquired 85,55% of the total number of internet users in January of 2022., and by the end of 2021, over 4.3 billion unique users of Google services have been registered. Also, about 40,000 searches are performed every second on Google search engine. All of the above has made Google the perfect platform for advertising.
Of course, Google took advantage of this opportunity and in the late 2000, the online advertising platform called Google AdWords was created. As of mid 2018, the platform is known for Google Ads, and it generated revenue over 177 billion US dollars in 2021.
Google Ads offers several different advertising formats. Search, Display, Video, Shopping and App are few of the available forms of advertising on Google platforms and their partners, and in order to start Google advertising you must first have a functional website and a Google account.
What are the basic tools needed for Google advertising?
The first step is to create a Google Ads account, using your Google account or your email address. After the initial establishment of an advertising account, you are able to set up your first campaign, which can be in different formats and with different goals. However, not everything is that simple.
If you don’t want to spend money without any goals or results, you need to define conversions within your Google Ads account, based on which you want to optimize your campaign performance. There are several different ways to create conversions, and one of the easiest is using Google Tag Manager. Simply put, Google Tag Manager is a tool that makes it easy to set up and manage tags and websites. To use Google Tag Manager you need to create an account and insert the code into the website. After that, and a few more clicks, you are ready to record conversions you want to set as your goals.
However, in order to get a greater picture of the performance and impact of Google Ads campaigns, it is necessary to be able to take advantage of the opportunities offered by Google Analytics. In order to use Google Analytics, you also have to create an account within this tool and set up the code on a website, and you can set this code using Google Tag Manager. Functionality of Google Analytics allows you to track website performance, visitor acquisition channels, most read pages over time and more. Also, it is important to remember that Google Analytics will be replaced with Google Analytics 4 on the first of July in 2023.
In addition to these tools, which are basically enough to run Google Ads campaigns, another tool can be of great benefit to advertisers. The Google Search Console is a tool that allows you to monitor the performance and organically achieved positions of a website on a results page for related searches. Also, this tool provides a basic overview of the health of the website and option for faster indexing of new web pages. In other words, based on the data of the Google Search Console, it is possible to further optimize the website in order to achieve better positions in GoAds campaigns, and to get a feel for which keywords to focus on when advertising.
You want to advertise on Google platforms?
Google Ads is recording an increase in revenue from year to year. In other words, more and more companies are investing resources and efforts to be present at the right place at the moment when potential customers are looking for their products online. It is definitely the right time to start Google advertising for your business, and if you want to take the right steps in the digital world from the start, you’re at the right place.
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