Google AdWords is so unique and beloved by marketers because it gives businesses the ability to advertise to an audience that is already interested in the products or services they offer. Using Google AdWords, you are put in complete control of how much you want to spend, when you want your ads to appear and where you want them to appear. Through its various components and special features, Google AdWords allows you to better target potential customers and clients without wasting money in the process.

Google is made up of two components: The Search Network and The Display Network. This article will provide you with an overview of these two networks, the different types of ads available through AdWords and an overview of AdWords Express.

What is Google AdWords? — For a more beginner-friendly analysis of Google AdWords, read our article, “A Beginner’s Guide to Google AdWords.” In this article, we discussed the basics of one of Google’s most effective, simple and budget-friendly forms of Web advertising available today: Google AdWords. Through Google AdWords, you can create pay-per-click (PPC) ads that can target users based on their location and keywords that you can select through bidding for certain search phrases. You can also incorporate “Ad Extensions” to help users easily find out more about your business and its offerings. Ad extensions expand text ads with one or more lines that provide additional information such as an address, phone number, page links and product images. When users click on your ad, they will be directed either to your website or a landing page. For tips on creating successful landing pages, you can download our free guide, “Five Steps to Generating New Business through Web Advertising, Landing Pages and Emails.”

To begin using Google AdWords, you must first decide to use either the Search Network or Display Network. The next step is to decide on a format for your ad, depending on which network you choose.

Search Network — The Search Network on Google AdWords provides an excellent way to reach your target audience on their personal computers, tablets, mobile phones and any other electronic devices used to find information. The Search Network allows users to advertise within the Google search engine or with search partners who allow advertising on their websites. For example, AOL.com and Ask.com are two of Google’s popular search partners. Advertising on Google’s Search Network allows you to target users depending on what keywords they use in their search queries. Your ad will appear in the “sponsored links” section, above the main search results, or on the right side of the screen when someone searches on Google using one of your desired keywords. If you are unsure of what keywords will work best with your ad, you can try using the Google Keyword Tool. By entering one keyword or phrase into this tool, you can see what related word searches your ad will show up on. One thing to keep in mind is that, unlike on the Display Network, you can only run text ads on the Search Network.

• WAP Mobile Ads — While more and more people use smart phones when searching for information about local businesses or services, Mobile Ads may be the right fit for your business. WAP mobile ads are a format of AdWords ads that appear on WAP mobile websites, and are available as either text or image ads. With Google Mobile Ads, you can connect with your customers on their mobile phones by reaching out to targeted audiences across top websites and apps. When mobile users click on your ad, they will be send to your mobile webpage. One question to ask is whether or not your website is optimized for mobile devices. To see how your site looks on a mobile device, you can use the “GoMoMeter” tool at howtogomo.com. This site will also provide you with recommendations for creating a mobile-friendly experience for your business’ website. To create a WAP mobile ad, simply sign in to your AdWords account, navigate to the “Ads” tab at the ad group level, click the “New ad” link and choose “WAP Mobile Ad.”

Display Network — Using the Google Display Network on Google AdWords, you can reach users from all over the Web and choose from text, image and video formats to communicate your message to highly targeted audiences. The Display Network gives users the opportunity to run their ads on a gigantic network of websites that have Google AdSense enabled. For example, your ad may appear on a blog, online newspaper or a website that is relevant to what products or services your business has to offer. The Display Network offers lower costs, easier ad approval and a variety of formats for your advertisements. With the Display Network, as well as with every Google AdWords campaign, it is essential to keep an eye on your budget to monitor your spending. Another tip is to run one ad campaign on the Display Network and a second campaign on the Search Network. This will help you determine which network is more appropriate and successful for your business.

• Image Ads — Image ads are graphical ads that are available on Display Network websites. Image ads contain graphics that can be matched to a page’s content to ensure that they are reaching your selected target audience. You can run image ads in both keyword-targeted and placement-targeted campaigns. To learn how to create an image ad, simply sign in to your AdWords account, click the name of the desired campaign, choose the Display Network and begin creating your ad by following the simple instructions here.

• Video Ads — On the Google Display Network, you can promote your business’ video ads on the websites where your customers are most likely to spend their time. These click-to-play (CTP) Video Ads provide a valuable and engaging experience for viewers without being too intrusive. Video ads should be visually appealing, interesting and no longer than 30 seconds. Google also offers the option to play video ads on YouTube, using the “Promoted Videos” feature. Based on a list of keywords, your video ad will come up when viewers search for, discover and watch videos on YouTube. For example, someone watching a video of a piano tutorial may be presented with an advertisement for your music classes. Advertising on YouTube, the Web’s video-sharing superpower, will help you reach more customers and boost your video’s view count. Best of all, you will only be charged when someone watches your video.

• TV Ads — Using Google TV Ads, you can target audiences on more than 100 national television channels such as ESPN, TNT and CNN, with the potential of reaching up to 35 million U.S. households. To get started with Google TV Ads, you must already have an AdWords account. Next, you can set your budget to determine how much exposure your ads will receive and what your maximum cost-per-thousand impressions (CPM) will be. One thing to keep in mind is that there is no minimum budget requirement on Google TV Ads, but campaign budgets should be set strategically in order for ads to make the greatest impact with your audience. Next, you can target audiences by choosing to advertise on relevant programs, times of day or networks. The final step is to simply upload your ad and launch your campaign. If you already have a television ad, simply upload it with the AdWords tool. If not, you can use the Ad Creation Marketplace to make a new television commercial. After you’ve submitted your ad, Google will check to make sure that it complies with the technical specifications and policies of Google and its TV partners. If your ad has been approved, it will be ready to run on national television. Using the online functionality of Google TV Ads, you can track results, adjust your campaign and measure performance and ROI.

AdWords Express — The easiest way to kick off your Web advertising efforts is to take advantage of AdWords Express. Google’s new tool, AdWords Express, helps businesses promote themselves on Google Search, Google Maps and mobile devices. AdWords Express is the simplest way to advertise on Google. Creating your ad takes only a few minutes and then everything else is managed automatically by Google. After your ad campaign is running, it works just like the traditional AdWords tool. When people search in your area for the products or services that your business provides, your ad will appear above or beside their search results. Because of its simplicity and convenience, AdWords Express is perfect for local businesses that are looking to reach new customers but don’t have the time to manage an advertising campaign.

You may also be interested in tips on creating successful landing pages and emails. To learn more, please download our free guidebook, “Five Steps to Generating New Business Through Web Advertising, Landing Pages and Emails.” For more information about Google Adwords or other marketing tools, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles and advertising spotlights.