Google’s 5 Ad Networks: An Overview
There is no doubt that Google is the titan of the advertising world and is projected to generate about one-third of global digital advertising revenue in 2017, which is estimated to exceed $223 billion.
Among many reasons, one of the keys to Google’s continued dominance of the digital advertising world is their ability to diversify their advertising platform into the ever-expanding opportunities available to them. In practice, this means that Google has five advertising networks, each with their own distinct characteristics.
1. Google Search
Google’s most well-known advertising platform and their bread and butter is their Google Search advertising platform. This platform allows advertisers to reach online users based on the specific keywords they enter into the Google search engine. Search is unique from other traditional advertising methods since it is not defined by a particular audience type, but rather any person who is looking for a particular product or service that is relevant to the advertiser.
2. Google Display
Google Display advertising is a newer aspect of the search advertising platform. It is ideal for advertisers who want to add a visual component to their advertising campaign. Study after study indicates that Internet users engage with and respond to visual elements online more than text elements, so this platform can be a powerful way to increase conversion metrics on an advertising campaign.
Google’s acquisition of YouTube has proven to be an excellent investment. In addition to providing access to text-based advertisements at the bottom of videos, YouTube advertising allows advertisers to run pre-roll and mid-video advertisements. Not only are these advertisements highly targeted based on the content of the video they are being played on, but they can also be customized to various lengths. Advertisers can also save money and gain greater insight on which advertisements are truly effective with YouTube’s “skip ad” feature, which allows users to skip some advertisements after five seconds.
For companies that want their advertising campaign to be more focused on e-commerce, Google’s Shopping ad platform is a strong option. After choosing specific keywords, advertisers can have click-to-buy buttons available to their target audience. This, in conjunction with space for ad copy and attention-grabbing images makes Google Shopping ads a valuable and under-utilized platform.
It is estimated that nearly $50 billion in ad revenue will be generated by Google using mobile ads this year alone. With more and more people spending the majority of their Internet time on a mobile device, the mobile ad audience is one that can no longer be ignored. Mobile ads can be further targeted using features like geo-targeting and event-based targeting.
Any serious advertiser needs to be familiar with Google’s advertising offerings. Choosing a comprehensive strategy using one or more of these platforms will put advertisers at a significant advantage over their competition.