The Ads by Google
Google brought a new paradigm to manage our costumers trough the internet and here’s a little introduction on what we have so far.
Google Marketing Platform
Do you remember the famous Google Analytics? Well, it now has a new catch.
Actually a lot of Google services were unknown or bad used by most users then the company decided to merge many of its own services in order to optimize and provide a better experience.
To start with the famous Analytics we have to know that it was part of the Google Analytics 360 Suite which has a lot of other services included.
As we can see the services were full related to each other, however separated until the first half of 2018.
There’s also the Google DoubleClick. You should not be usual with this one, then for a quick introduction it was an advanced tool for big enterprises, agencies, marketers and publishers to manage all their digital advertising across screens and channels.
And again we have another service related to online ads. Therefore, Google made its next step to rebrand.
Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place. To learn more, visit the Google Marketing Platform blog.
Google Ads
By the title you must be asking yourself: isn’t Google Ads the Google AdWords abbreviation and again another advertising service?!
You are right. Google Ads is just another rebrand from Google AdWords and again a related service to Google Marketing Platform. So, why is it not included on it?
This one has a little different mindset and not talking about its great famous, it also has new features.
Google Ads helps marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and so on.
By now and for small businesses specifically, there is a new feature called Google AdWords Express that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting — so they can stay focused on running their businesses.
However there are controversies between them.
In other words, Google Ads by itself provides a better custom and control solution over the creation of the ads content and Google Ads Express gives you quicker ads content solution made by Google themselves.
Google Ad Manager
This one is not so far from the other two above, but also a different kind of work with.
Google DoubleClick for Publisher and Google DoubleClick Ad Exchange were other two services merged to a new one. We have already seen the name Google DoubleClick and for now those ‘for Publisher’ and ‘Ad Exchange’ were tools not only for manage the digital ads, but for manage the revenue brought from the ads and to act directly in real time with buyers and sellers through a kind of marketplace of ads, respectively.
From this Google made its third merging services.
Google Ad Manager is a complete and unified programmatic platform for Google partners to earn them more money in a way more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them. To learn more, visit the Google Ad Manager blog.
Still on Google Ad Manager there is another service which deserves attention and can work like a third-party app. We are talking about the Google AdSense.
I like to say that Google AdSense works opposite to the Google Ads. While Google Ads shows the advertisement on the Google Search web page and other website related to the content of your ads, Google AdSense makes its own way to appear on your own website and when someone clicks on an advertise you get paid. Publishers receive 68% of the click cost and Google 32%. This means that if an advertiser pays $1 for each click on his ads, the AdSense publisher will get $0.68 and Google $0.32.
However, there are few rules you have to follow and few things you have to reach for.
- Make sure that your website has a lot of content (a number of pages indexed by Google)
- Make sure that your content is unique and original (not copied from other websites)
- Make sure that your pages do have text content (not only images and videos)
- Make sure that you placed the test adsense code in all your pages and that you have ad units above the fold
- Don’t apply for an adsense account if your website is less than 3 months old (that’s not an official rule of Adsense, it’s my recommendation). For some countries (India, Pakistan, Middle east) you may have to wait for your domain to get at least 6 months old before being accepted to Adsense.
The transparency and more control over the ads
Google knows that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. Because of that the whole ads platforms with a bunch of features are the next level to reach out your business goals.
The technology as services is taking its place in the world of communication and every single step forward shows up the need for changing to new approaches in order to succeed.
