Search giant Google has been a leader among other search engines for many years. Its share in the global market is more than 91%, which means that this search service has the most advertising platforms. When opening your online store and wanting to raise it to the top of search queries, it is best to focus on Google, which means that you will have to work with Google Ads.
We discussed how to work with Google Ads and what are the main types of contextual advertising in previous articles, but we touched on the topic of the variety of contextual ads in passing, and today we will answer the remaining questions.
What type of contextual ads should I use? What is the difference between expanded text ads and adaptive ads and what type of advertising is best suited for promoting your online store? We will try to answer these questions and give a specific description of each type of contextual ads, let's start!
With the types of ads
Contextual advertising is divided into two main types: search and thematic. In addition to the division into types of advertising, there are also different types of ads that can affect your target audience in different ways and, as a result, bring different results. Each type of contextual ads has its own pros and cons, which cancel each other out depending on the specific case. The success of all types of ads is strongly influenced by the ad campaign settings and the ad theme itself. If the offer that you plan to promote is not interesting to your target audience, then no matter how correctly the ad is configured, unfortunately, it will not bring the expected results.
So what types of contextual ads are divided into? Conditionally, they can be divided into two camps, as well as all contextual advertising, but in the case of ads, these are text and display ads. Text ads include:
- Expanded contextual ads
Expanded contextual ads are the most classic type of contextual ads. They consist only of text and differ from the usual Google search results only by the “advertising " mark located in the upper-left corner. This type of ad is characterized by its simplicity and clarity, it is easy to mistake it for a search result, so using expanded ads you can increase the traffic rate of your online store.
An expanded ad consists of several parts, including the title, description, link of the advertised resource, and additional materials. As additional materials, you can use the company's phone number, the actual address of the store-if your site is only an online adaptation of a physical store, or contacts in messengers. In order to increase activity in your social networks, you can notify your regular customers that it is in social networks that short-term offers with large discounts and sales will be published. This move will not only help you develop your online store, but also add subscribers to your social networks.
For the most part, the main function of an open ad is to attract potential customers by matching their search query with the words you used to create the ad. Thanks to these matches, you can increase traffic and conversion rates on your resource, thereby moving it up the search results.
- Adaptive search ads
This type of ad has a number of differences from classic text ads. The main difference between adaptive contextual ads and ordinary text ads is their ability to automatically change according to the user's request. In order to take full advantage of the features of an adaptive ad, you should pay maximum attention to creating descriptions and titles for all variants of your ad. Do not forget about the key requests and interests of your target audience. to create a popular ad, you need to have all the available knowledge related to your target audience. If you haven't done any research in your target audience or don't know how to create an adaptive contextual ad correctly, gloss will help you solve this problem.
Web Studio Glyanec has been designing and creating websites and online stores for 11 years. During this time, the company has created more than 1000 different sites that work in different niches. In addition to creating turnkey online stores, Glyanec Studio is also engaged in designing, creating and launching a variety of advertising for online resources, creating original designs, mobile applications, and much more. In order to get acquainted with all the services provided by the Glyanec design Studio, you can visit the company's services page.
Thanks to the presence of several options and proper configuration, adaptive ads can produce a very good result. Adaptive ads are considered the most practical of text ads, as they contribute to the growth of visits and increase the conversion rate more than others.
- Dynamic search ads
This is another type of text ad that changes automatically. The difference with the previous type is that if the adaptive ad changes the title and description, then the dynamic ad changes the page URL, while adapting to the request of a potential buyer.
Such ads are targeted through the pages of an Internet resource that is promoted using this type of ad. The URL for the ad is automatically taken from the pages of the advertised site, which contributes to greater coverage and consequently an increase in visits and conversions of your Internet resource.
As a rule, dynamic ads are used at the very beginning of the resource's advertising campaign, when not all key queries are checked, and there is a desire to start promoting your online store right now.
Correct settings are essential for a successful contextual advertising campaign. Keywords, titles, and descriptions are a short list of things that can negate the full potential of a well-designed but poorly configured advertising company.
In order to avoid such an outcome, we recommend that you contact only professionals to set up and launch advertising campaigns.
- Contextual ads for smartphones
There are a variety of contextual text ads that will only be visible to users who use the browser on their smartphone. These ads use a phone number instead of the title, which you can call immediately without leaving the browser. Phone ads are extremely useful, since in 2020 almost everyone, young and old, already has a smartphone.
Thanks to the ability to call your organization directly from the browser, the user can save time searching for your contacts and stay on the resource. This parameter is important for some users, because they value their time the most.
This type of text advertising will not bring you crazy conversions on the site or visits to an online store, but it will help you connect with the client if you are engaged in repairs, legal work, and other services that require a dialogue. So, despite the lack of changes in the indicators on your Internet resource, it is advisable to launch mobile advertising, but only if your business, due to its specifics, requires more growth in the number of calls to the office than an increase in conversions and visits.
Do not forget about the ability to run contextual search ads at the same time. Each of the above types of search ads can help your resource rise higher in the search results. However, this result is only possible if the contextual advertising you run is configured correctly. If you think that you can not cope with the setup of an advertising company and make a mistake, the specialists of the gloss company will help you in this difficult task. The gloss team has created and advertised more than 1200 sites and does not plan to stop. If your online store needs a high-quality advertising company, or you are just looking for a Studio that can create a turnkey online store in accordance with your wishes, design Studio gloss will solve all your problems. Web Studio gloss provides a full range of services related to the development, design and launch of online stores, as well as their subsequent promotion. You can learn more about the services of the gloss web Studio and order a turnkey online store on the company's website.
All text contextual ads have one thing in common. they are easy to understand and are focused on the fact that the user will not fall below the fifth point of the search results. Thanks to this focus and the ability to be published above all search results, such ads can significantly increase the number of visits to your site and increase the conversion rate in your online store.
Media and contextual advertising
Display contextual advertising, unlike search advertising, helps consumers make a choice or attract users to the product that the advertised online store sells. Such advertising is no longer a regular text, but due to the lack of confidence in their choice on the part of the user, such advertising helps the user to decide using visual images. Such visual images can serve as static illustrations, as well as whole promo videos designed to convince the user to make a purchase or order a service on your site.
Just like search ads, display ads are divided into several types, namely:
- Image ads
Graphic ads are ordinary illustrations that are somehow related to your company. Users can view image ads on any Google site that participates in the company's advertising program. Each site, which is essentially an advertising platform, has a special place reserved just for graphic advertising, and its name is AdSense. In addition to AdSense, Google also connects its own applications, which make the coverage of graphic ads even more solid, and increase the conversion rate on your resource becomes more noticeable.
The sizes and shapes of AdSense are completely different, so when planning to launch graphic contextual advertising, first familiarize yourself with the requirements of the services or entrust the creation of an ad to professionals.
- Adaptive display ads
Adaptive display ads are a new stage in the history of contextual advertising. There are so many new features that you need to create a separate article for this type of ad. In short, adaptive display ads are ads that use the data you entered, such as videos, images, titles, descriptions, custom colors, URLs, AND many other information, in order to further penetrate your ad on various resources. The idea of adaptive ads is that artificial intelligence finds an advertising platform and groups the information you provide so that your ad meets the requirements of the resource. Setting up this type of ad requires a huge amount of time and skills that are more common for marketers.
Conclusion
Contextual advertising is a huge space where more and more new technologies appear every year. In order for contextual advertising to give you 100% of the possible result, you need to pay special attention to finding reliable information about your target audience and configure your advertising campaigns very carefully. However, it is possible that even if you spend a considerable amount of time setting up contextual advertising, you will make a mistake. In order to get rid of such risks and start promoting your online store right now, we recommend that you contact the gloss web Studio. Employees of the gloss Studio are highly qualified specialists with extensive experience in creating effective advertising campaigns and successful Internet resources. Over 11 years of collaboration, the gloss Studio team has created and promoted more than 1,100 online resources in various industries of trade and service provision.
If your store needs remarketing, design updates, creating relevant contextual advertising, or technical support at the level of site development and completion, gloss will help you in this difficult task. To use the services of the gloss design Studio, you just need to leave your request on the Studio's website, or contact the company's Manager using the contacts tab or online chat located on all pages of the company's website. After sending your request, the company's Manager will contact you as soon as possible to clarify the details and confirm the order.
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