Using Google Ads in Digital Marketing

Klaus Solberg Söilen
Additional contact information
Klaus Solberg Söilen: Halmstad University

Chapter 42 in Digital Marketing, 2024, pp 417-426 from Springer

Abstract: Abstract Chapter 42 delves into the dynamic realm of Google Ads, formerly known as Google AdWords, a cornerstone platform in digital marketing. Originally launched in 2000 and rebranded in 2018, Google Ads offers advertisers a robust suite of tools to promote products and services across Google’s extensive network, encompassing search results, websites, YouTube, and apps. Key to its effectiveness is precise audience targeting based on keywords, demographics, and user behavior, maximizing ad relevance and engagement. Advertisers bid on keywords, ensuring that relevant ads appear when users search, thereby driving clicks and conversions. The platform also provides comprehensive analytics to monitor campaign performance, optimize strategies, and enhance ROI. Google Ads encompasses various ad formats, including Search, Display, Video, Gmail, and Shopping Ads, each tailored to meet diverse marketing objectives and audience preferences. Video advertising on YouTube, a pivotal component of Google Ads, employs formats like in-stream, discovery, nonskippable, and outstream ads to engage users effectively based on content and context. Ad groups within Google Ads enable structured campaign management by grouping related ads and keywords and optimizing targeting and ad relevance. Pay-Per-Click (PPC) advertising further enhances cost-effectiveness by charging advertisers only when users interact with ads, aligning expenditures with measurable outcomes. Conversion tracking plays a critical role in evaluating campaign success, providing insights into user actions post-click to refine strategies and improve ROI. Strategic keyword selection and tools such as the Google Keyword Planner empower advertisers to refine targeting, enhance ad performance, and achieve marketing objectives effectively. Overall, Chap. 42 underscores Google Ads’ pivotal role in modern digital marketing strategies, emphasizing its versatility, targeting precision, and impact on driving business growth in an increasingly competitive online landscape.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-69518-6_42

Ordering information: This item can be ordered from
http://www.springer.com/9783031695186

DOI: 10.1007/978-3-031-69518-6_42

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().