Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is Google AdWords?
Google AdWords, now known as Google Ads, is an advertising service hosted by Google, where advertisers pay to display advertisements through various forms. However, unlike most PPC platforms like Facebook and other social media apps, AdWords offers advertisers two great options for reaching their audience: the Google Search Network and the Google Display Network.
Though they sound similar, these options are functionally different and really only relate because they both use a PPC bidding system where you have to bid to have your ads shown to your target audiences. They each do the following:
Google Search Network
This network allows you to show your ads to users who are searching for keywords you have already selected. Google AdWords has a feature that allows marketers to pick keywords that are most relevant to their business products and services. Only when these specific keywords are searched will their ads be triggered, meaning that only the most relevant users (i.e. those most likely to visit your site and make a purchase) will see your ads.
The Google Search Network also supports text ads, which are perfect for users at the research and purchasing stages of the marketing funnel. Text ads are easy to spot because they usually appear at the very top of a search engine results page (or SERP) and have a small “Ad” tag next to the site URL.
Google Display Network
The Google Display Network is a little different in that, instead of displaying ads to users who are actively searching for a certain product or service, it places “display ads” on websites you think your target audience will visit. Display ads are also known as “banner ads” and often appear at the top or on the sides of a webpage.