These ads show up often and can be “blink and you miss it” quick, which is why they tend to be much cheaper. Google usually charges by 1,000 views, so your ads can be seen often for just a couple of dollars.
That being said, these ads are much better for brand awareness or for something much sneakier: remarketing.
To describe how remarketing works, let’s first ask a question:
Have you ever visited a site, then have ads from that website seem to follow you around?
If you have, you’ve experienced remarketing. Display ads become more powerful when someone who visits your website can continue to see your messaging and branding.
Here’s how this works:
- Someone visits your website, and a “cookie” or a temporary file (that is what a cookie is for online marketing) is placed on that person’s browser.
- This file follows this person around, telling other sites that this potential customer has visited your site
- When this person visits a site that partners with Google, it continues to show the ad you created!
This type of brand awareness allows you to stay in the spotlight much longer, which allows you to have stronger, more focused ads that are also cheaper in the long run.
YouTube (Video) Ads
Most people know exactly what YouTube ads are – and most find them as an interruption from enjoying the videos they wanted to watch.
In case you don’t know what YouTube ads are, they are displayed on Google’s main video service. These video ads can last anywhere from 4 or 5 seconds to full minutes. (There have been full episodes of TV shows shown as ads – wild, right?)
Depending on its length and how much an advertiser wants to pay, you can also make an ad skippable or unskippable.
The example below shows signs of a YouTube Ad. There is a yellow bar, it mentions that it is “Ad 1of 2”, and there is a little button on the side letting users know there are 4 seconds before the ad can be skipped.
It is relatively simple to see what Google Shopping ads look like. Just look for an item you want to purchase online.
I’ve been trying to build a home gym, so I just type in something I want to buy, and here are plenty of ads.
Google Shopping ads are a little more complicated in terms of actual setup – you need to have a Merchant Center account, make sure you set the correct geography of where your product is sold to, have the right language(s), potentially set up an inventory system, and more. It takes a lot of know-how, so make sure that whoever is doing this really knows their way around inventory systems and eCommerce sites to see the most value from these ads.