Executing a digital marketing strategy requires various platforms, and one of them is Google Ads.
Google Ads is a platform for running ad campaigns across various Google services, from Google Search and Google Maps to YouTube.
So, what exactly is its definition and function within a digital marketing strategy for business?
Understanding Google Ads within the Google Network
Google Ads is a platform for advertising on the Google Network, which is Google’s ecosystem of platforms.
Google provides various services for its users, such as Google Search, Google Maps, YouTube, and others. Your ads will eventually be displayed on these services.
You could say Google Ads functions like a ‘command center’ for running ads across Google’s various services. You can access all your ad campaign settings right from here.
The Google Ads platform has been around on the internet for quite a while. About 25 years ago, in October 2000, this service was first released under the name Google AdWords.
At that time, the service was specifically just for ads on Google’s search engine. The services later expanded, and its name changed to Google Ads in 2018.
The Function of Google Ads in Digital Marketing
As a digital marketing platform, Google Ads offers various products. Here, I divide them into two categories: demand creation and demand capture.
Google Ads for Demand Creation
Demand creation is the process of generating demand. In the context of the customer funnel, demand creation targets top-of-funnel users.
At this stage, users aren’t aware of the products or services we offer yet. Therefore, the right type of ads to use are introductory ones.
In my opinion, the Google Ads products that fit demand creation best are Demand Gen and PMax, because they can display ads across various services in the Google Network in both image and video formats.
Attention-grabbing ad formats and quite varied distribution channels allow Demand Gen and PMax to make your business memorable to users. Take unskippable YouTube ads, for example—you remember those, right? Hehe
Google Ads for Demand Capture
Demand capture is the process of capturing existing demand. Unlike demand creation where users don’t know the product yet, demand capture targets users who already know what we sell.
Based on that condition, the Google Ads service that I think fits best is Search Ads.
Search is a perfect match for users in the middle or bottom funnel. At this stage, customers already know about the product and are even ready to make a transaction.
Typically, users will search for the products or services they need on search engines, or nowadays, search via AI. Then, they click on a page with a title that matches exactly what they are looking for.
This pattern is just like someone shopping at a market or a mall. They will look for and head straight to the section that provides what they need. If it doesn’t match, they’ll just walk away.
Conclusion
Google Ads is a platform for running ads on the Google Network and has been around since the year 2000.
This platform can be utilized within a digital marketing strategy for both demand creation and demand capture.
Examples of Google Ads services suitable for demand creation include Demand Gen and PMax. Meanwhile, the Google Ads service for demand capture is Search Ads.