A Little Bit About Google Ads
Advertising on Google is often a confusing ordeal. Which keywords do I use? Is my targeting correct? There are negative keywords too?! It can all be a bit overwhelming, so today we’ve put together a basic rundown of the 3 primary campaign types you’re likely to come across, and what they are best used for to shine some light on the mystery that is Google Ads.
To start, the bread and butter of Google;
A search campaign is the most basic ad campaign. These are the ads you see at the top of the page when you’re searching for your favourite band online and suddenly Ticketmaster is screaming at you with promotions and discounts for their upcoming show. There are typically 3-4 of these ads at the top of the page when you perform a search, and you will often find a similar number at the bottom of the page too (Pro tip: you don’t want to be down there!).
These are usually best used if people are likely to be searching for generic phrases that are relevant to your business, for example; “Digital marketing agency Australia” would work well for us here at Expose Media!
A search campaign is made up of a few different parts that all work together to produce the final ad that you see when searching. There are keywords, which are what people search to see your ad, Adgroups, which is what categorises your keywords into relevant groups, and lastly, the overall campaign that acts as an umbrella for all the relevant Adgroups.
Here’s an example of what a search ad typically looks like:
Next up, display campaigns. You know when you’re browsing the internet and there are banner ads all over each and every website you visit? That’s a display ad. They’re fantastic tools for brand awareness, as well as getting large amounts of exposure quickly. They have some more unique targeting options, often based on your interests, topics, and previous search traffic. An alternative strategy with targeting display is remarketing.
Display remarketing is just like normal display, except this time an audience is gathered from visitors to your site using Google Analytics. We then show the ads to those people again to help drive repeat traffic, retention, and additional purchases or interactions once someone has initially engaged with your business. The ads are the same format as standard display, but often times using a discount or showing someone a product they have looked at previously to draw them back in.
This brings us to the last of the 3 major campaign types.
Google shopping is (in my humble opinion) the most powerful eCommerce tool of this day and age. Shopping campaigns automatically pull products, images, descriptions, prices, and shipping information from your website and present all that information to people in a similar way to how search campaigns do. The product names are used in place of keywords so people will immediately see your products if they’re searching for them, and because there’s only one click to get directly to the specific product’s page on your website it’s very easy to checkout on the spot and complete the purchase. Give it a go yourself, try searching for “Nike Shoes” and have a look at all the stores selling Nike shoes online. It should look something like this:
Google shopping is really powerful because it gives you immediate feedback with things like tracked conversions (sales) as well as letting you easily track things like Return On Ad Spend, or ROAS for short. The convenience, exposure, and ability to view in-depth product performance on the fly is an incredible advantage and well worth it for any online eCommerce business.
That wraps up today’s breakdown of the 3 main Google Ads campaign types, and a general rundown of how they tend to work. Hopefully, you’ve learnt a thing or two (or maybe three!).