Introduction to Dynamic Ads, Programmatic Ads, Retargeting & Google Ads

About this short course

Google Ads was launched just two years after what has become the most popular website in the world – Google.com. Google Ads is a paid advertising platform that falls under the pay-per-click marketing channel and is an effective way to drive customers to your website. It allows you to create and share well-timed ads on mobile and desktop to your target audience. There are three campaign types on Google Ads; search ads, display ads and video ads. Google Ads gives you the option to use Dynamic Search Ads to target relevant searches with ads generated directly from your website. With Dynamic Ads, headlines and landing pages are also automatically generated using content from your website, keeping your ads relevant and saving you massive amounts of campaign development time.

Dynamic Search Ads also allows the option to only target users who have previously visited your website. This method of advertising is known as remarketing or retargeting. It helps to capture lost opportunities and shorten the conversion time. The real power of retargeting is the ability to show different ads to different people based on the pages of your website they have looked at and what they have done on those pages.

Another increasingly popular online advertising method which is fast becoming a go-to strategy for businesses across the globe is programmatic advertising. Programmatic advertising uses Artificial Intelligence and machine learning to automatically buy and optimise digital campaigns, rather than buying directly from publishers. It’s designed to replace human negotiations with machine learning and AI-optimisation. The goal is to increase efficiency and transparency to both the advertiser and the publisher. This is done through real-time auctions where ads are bought at the same time as a visitor loads a website.

Programmatic advertising exists in a wide range of digital channels, including display, mobile, video and social. Traditional offline channels are well on their way to become digitised in this way too. For example, we are starting to see out-of-home channels advertise programmatically through digital screens on bus stations, shopping malls, and billboards.

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