When discussing advertising online, Google comes up within the first few minutes of any marketing conversation.

The discussion around SEO, ranking & traffic opportunities as part of a natural, organic search marketing campaign is brought to bear as well.

And, if the budget is there, advertisers should consider Google Ads & PPC (Pay Per Click) campaigns.

Instead of Search Engine Optimization, Google Ads allows you to buy keywords (via an auction-model) to get to the first page, or top of Google. All efforts cost money, even SEO.

Your time is money.

However, PPC can be the fast track you need – and to determine viability of SEO conversion keywords for the long-term.

If choosing Google Ads, I bet you didn’t know about these 4 OTHER ways of using it. And, remember that you can use Google Ads to run video ads, all via YouTube Ad Experts.

Most folks using Google ads will create campaigns that focus around the search network (not display or partners!)

That means that when prospects search for your business or products, they’ll see an ad (text ad) in the Google results, at the top of the screen. They key here is to reach your target audience precisely at the right time they are looking for you. And, it works damn well. We call this intent-based search.

Relevant ads sits as a core objective to anything search marketing, but the above model is not the only way:

Here is the new action list for Google Ads expansion:

1. Targeted placement. Flexible budgets allow you to start advertising on relevant websites and blogs within your marketplace. Google will help find hundreds, and thousand of websites that you can place your ad within. And, don’t always think that slick ads and designs work. Simple can work very well. There are campaign options to place YouTube Videos on competitor channels and videos as “pre-roll” ads.

2. Display networks. Expand your text ads into animated graphics, text and video. It can be a great way to promote your business or products. These can even be used with retargeting. NOTE: I recommend not starting with this option – only consider testing it once you have a proven search model in place.

3. Mobile. Every conference has the next new “hot” app. Well, this is the new year, and the world has long gone mobile. You can capture further eyeballs by targeting mobile users. You can geo-target, and present your phone number directly within the ad for example, ready for prospects to call you. This is especially important for local business. And, that includes the fairly new local services ads (for example, for HVAC and plumbers).

4. Video advertising. As mentioned, Google and users alike love rich media, and embedded into the Universal/Blended search results, you’ll find video in SEO results, but also directly on YouTube Home. You can advertise with text, image and engaging videos on YouTube. There, billions of videos are viewed every day and it the second largest social media platform. And, if you set this up correctly, the cost per click can often be less expensive than ‘regular’ search. But, it does take a while to “teach” the algorithm your goal objectives.

Have you tried any of these new options yet? Google is ready to help you, give you money to start ($500 credit when you spend $500), and you can call them or access support below.

To learn more – contact me above.

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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.