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Choosing the Right Google Ads Campaign for Your Industry and Needs: Week 2

As mentioned in our previous module, Google Ads is the world’s leading ad network, with a global ad market share of 82%. Both the search ad platform and its publisher platform (AdSense) are the biggest in the market. In Week 2 of The Google Ads Masterclass by ClickGUARD, we will learn how to choose the right Google Ads campaign for your industry and needs.

Running ads on Google Ads requires you to select an appropriate campaign based on your objectives. Google Ads offers multiple campaign options to its users. Choosing the right one is essential for meeting objectives, improving ROAS, and boosting ad performance.

On the flipside, running the right ad via the wrong campaign type will ruin your ad budget. This is because ad campaigns are developed based on advertising objectives and selecting the wrong campaign means you are trying to achieve objectives that might not be your preference.

This module covers everything you need to know to select the right Google Ads campaign from the following:

  1. Search
  2. Display
  3. Shopping
  4. Video
  5. App
Abraham Lincoln quote

1. Search Campaigns

Google Ads search campaigns are, by far, the most popular campaign option, for a long list of reasons.

Google Search Ad

Google has a whopping 92% global search engine market share and 73% of global paid search market share belongs to Google. This is a solid reason why search campaigns should be your business’s top priority as it gives you access to a global audience via the world’s most used search engine.

Not bad, right? 🙂

The best thing about the Google search campaign is that it puts your ad at the top of the organic search results. Your ad might not always get the top position, but Google Ads gives preference to paid search results as compared to organic results.

A case study found that Google search ads are 72% cheaper than Facebook ads and had low cost per acquisition right from the start as compared to Facebook ads where CPA reduced over time. This shows Google search campaigns are best in terms of cost and CPA for small businesses with limited budget who can’t run campaigns for longer period of time:

Google Search Campaigns CPA

Research shows that 46% of clicks go to the top three paid ads in search results that show ads in SERPs. Keep in mind that they are clicked despite being marked ‘Ad’ by Google (!), which shows that, if your ad is relevant and compelling, it is likely to receive clicks.Another study found that 75% of people believe that search ads make it easier to find information and products they're interested in. This is because ads are more and more relevant and better targeted, as advertisers want to make sure they drive relevant traffic to the landing page. Consequently, research shows that as much as 63% of people have clicked a Google ad.

So, a search campaign doesn’t just give you instant access to Google’s first page for your desired keywords SERP, but users are more equally likely (if not more) to click on your link as they would with an organic result on the SERP.

When to Use Search Campaigns

A search campaign is best for generating traffic, leads, and sales. Ideally, search campaigns are used to drive traffic to your landing page. If your primary objective is to drive targeted traffic, a search campaign is your best bet.

Google offers a wide range of ad extensions that supercharge your search ads and help you generate leads and sales. For example, a call extension adds your phone number in the search ad so that people can call you directly or lead form extension that is available on mobile and tablets that asks people to sign up via your ad.

Google Ads extensions make it easy to generate leads and sales without getting salesy. This makes search campaigns best for generating sales and leads too.

2. Display Campaigns

Display ads are visual ads that appear on Google’s huge display ad network consisting of more than 2 million websites, blogs, apps, and videos. A display ad campaign consists of ads that are displayed on relevant publishers that are part of the Google Display Network (GDN). 

Here is how a display ad looks like:

Google Display Ad

You must have seen these types of ads all over the internet while browsing. Display ads aren’t always visual, as there can be text ads too. The difference between search and display campaigns is rooted in where your ads are shown. More specifically, display ads are shown on websites that have been approved for the AdSense program.

The Google Display Network has a very wide reach. It is estimated that ads on the Display Network reach 90% of internet users worldwide. More than 210 million unique visitors in the US see ads each month via the Google Display Network.

With an average CPC of less than $1, display campaigns are a cost-effective way to reach your target audience throughout the internet where it goes. This significantly improves your brand’s reach and helps you connect with your target audience where they spend their time on the internet..

A display ad is triggered based on user behavior, browsing history, demographics, ad clicks, interests, search queries, and several other parameters. No two individuals visiting the same webpage will see the same display ad. These are customized and highly targeted ads. 

Display Campaign Types

There are three types of display campaigns available with Google Ads:

  1. Standard display - gives you all the flexibility and lets you control everything such as bidding, budgeting, targeting, etc
  2. Smart display - an easy-to-setup campaign that is optimized for conversions
  3. Gmail campaigns - they don’t give you a lot of flexibility because your campaign will be optimized automatically by Google’s “Smart Campaigns” algorithm (more about this, later on in our course, though)

You can also run ads in Gmail through a Gmail campaign. Your ads will be displayed in your target audience’s inbox in the Promotions and Social tabs.

Before considering using Smart Campaigns, we really advise you to check out why data-driven marketers don't use them.

When to Use Display Campaigns

Display campaigns are all about expanding your business’s reach, particularly if your users are likely to react to visuals, rather than text. For instance, if your product is related to something aesthetic (like fashion, or a design SaaS), it will naturally convert better as a Display ad. Similarly, if you have a campaign idea that’s highly visual, Display Ads will be a better choice in your case. 

Your target audience sees display ads while browsing a website or using an app. However, your potential customer might not be in “buying mode”. For example, when you visit Forbes and read your favorite article, you aren’t interested in buying a project management tool even if you see an appealing ad. What you are interested in is reading the article.

This makes display campaigns suitable for brand awareness, product awareness, reach expansion, product consideration, and remarketing. However, it might not be the right type of ad campaign for Bottom of the Funnel/ conversion purposes. 

Kim Garst quote

3. Shopping Campaigns

If you have an ecommerce store or a retail store, a shopping campaign provides  you with the perfect opportunity to showcase and sell your products. These ads have a picture of your product, its name, price, store name, and other relevant data. Here is an example of a shopping ad:

Google Shopping Ad

Shopping ads account for 76.4% of retail ad spend and drive 85.3% of all clicks in the US. The two main reasons retailers prefer shopping campaigns over search campaigns are:

  1. Shopping ads are visually pleasing and more informative
  2. The users who click shopping ads are more likely to buy as they're potentially searching for these products.

Farfetch, an online boutique for luxury/ designer fashion items, increased its revenue by 45% with Google shopping ads and reduced its cost per acquisition by 20%. The reason why shopping campaigns work extremely well is that the ad is a complete product listing that provides a lot of information to the user (that they don’t usually see in organic or paid search results).

Check out the following shopping ads:

Data Rich Google Shopping Ad

As you can see, the listings have product image, product title, price, store name, star rating, and shipping information. These data-rich ads instantly catch user attention and anyone interested in a product will love interacting with them.

Shopping campaigns help generate sales and at the same time, they can help you reduce cost per sale (due to low CPC). An ecommerce store increased sales by 63.25% and reduced cost per acquisition by 54.1% in just one month:

Creating a shopping campaign, however, is a technical task. You need two things:

  1. An account on Google Merchant Center (which also means you have to meet the Merchant Center guidelines)
  2. Product data or product feed. This is your full product feed that includes ID, title, description, link, image, etc. You can check all the required fields and data to be uploaded to your Merchant Center dashboard.

You can then head to Google Ads and create a shopping campaign. Without a linked merchant account with a product feed, you can’t run shopping ads.

When to Use Shopping Campaigns

A shopping campaign is best for generating sales and leads, particularly if you work in the ecommerce sector. By targeting the right keywords, you can generate sales for your store fairly quickly via shopping ads. The ads display a lot of product data that makes it easier for the user to identify the best product from the list.

When a user clicks a shopping ad, he/she is already interested in the product and knows a lot about it e.g. photo, name, price, rating, etc. This makes lead generation and conversion easier than with any other type of Google campaign.

4. Video Campaigns

Consumers love interacting with video campaigns, because they are quite literally obsessed with video content in general. Studies show that users retain as much as 95% of the message that is obtained via video. This means your audience is more likely to remember your product, brand, or message in the case of video ads.

Video campaigns let you run video ads on YouTube and other websites. You can create and run video ads of any type based on your preferences. Video ads are the number one way how consumers found a brand and 84% of consumers reported that they purchased a product after watching a brand’s video.

Here is an example of a video ad on YouTube:

Youtube ad

There are several types of video campaigns that you can choose from, these include:

  1. Skippable in-stream ads: These ads play within other YouTube videos and allow viewers to skip the ad after viewing it for 5 seconds.
Skippable Youtube Ad
  1. Non-skippable in-stream ads: These are 15-second in-stream ads that play within other videos but viewers can’t skip these. The viewer has to see the complete ad.
Non Skippable Youtube Ad
  1. Bumper ads: A bumper ad is a short non-skippable ad that is 6-seconds or less.
Youtube bumper ad
  1. Video discovery ads: These ads promote your video by showing its thumbnail and title on YouTube feed or recommended video section.
Discovery Youtube ad
  1. Outstream ads: These ads appear on Google partner websites and apps. Outstream ads are only available on mobile and tablets.
outstream Youtube Ad

Google video campaign comes loaded with a lot of campaign types making it easier for you to choose the right video ad for your business.

When to Use Video Campaigns

Video campaigns are best for awareness. You can use videos to generate brand awareness, product awareness, and expand your reach. You can, of course, use video ads to generate leads and sales by linking to a landing page but since viewers might not be “buying mode” when they're watching a video on YouTube, you'll find it hard to generate leads. 

In essence, the placement process of video campaigns is essential if you want to get great results. The more granular your placement is, the more likely it is to be shown to the right audience (i.e. the audience that has an intent aligned with your own business goals). Ergo, the more likely it is that your video content will convert better. 

5. App Campaigns

Since there are more than 2.87 million apps in Google Play Store, it is really hard to stand out from the crowd. App campaigns save the day..

So, if you have an app you want to promote, an app campaign might be just what you are looking for. App campaigns promote your app on search, Google Play, Discover, YouTube, and 3 million websites and apps. Yes, app campaigns are full multi-channel marketing ads that appear across the Google network.

Here is an example of an app ad in Google search:

app Google Ad

Here is how app ad looks in Google Play:

The best thing about app campaigns is that you don’t have to create individual ads. Google creates ads for all the channels automatically for you. You only have to provide the following details:

  1. Ad text
  2. HTML5 Assets
  3. Bid and budget
  4. Language and location
  5. An image and a video.

Google will pick these assets from its app store listing and create ads for various channels on complete autopilot. It is a set-and-forget campaign type that works exceptionally well because your ads are optimized for installs or engagement (as selected by you).

When to Use App Campaigns

App campaigns are ideal for those who want to promote an app. Your app must be listed on Google Play Store. If it is there, you are all set to use the app campaign.

There are two app campaign types: App installs and app engagement. With app installs, you can get new downloads and signups for your app while app engagement promotes your app to existing users who have already downloaded your app.

Not sure what’s the right campaign type for you? We have a Google Ads goals checklist ready for you to download and use, get it today!

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