Campaigns in Google Ads | Unlock the Power of Digital Advertising

Join us on a journey through the latest trends, expert tips, and practical insights, as we explore how Google Ads can elevate your business to new heights in the ever-evolving landscape of digital marketing.

This is part two of a three part series.

Part 1: Begin with Google Ads

Part 2: Campaigns in Google Ads (this blog)

Part 3: Track Results on Google Ads

Types of Campaigns in Google Ads

Performance Max

Consolidates all resources into one campaign for goal-based advertising through all channels in the network.

• Consolidates all resources into one campaign for goal-based advertising through all channels in the network.
• Google does the heavy lifting. Optimises your budget and bids across channels to help capture new conversion opportunities in real time.
• Best for eComm, time poor, good place to start.

Search

• Particularly effective for local or service based businesses seeking lead generation or enquiries.
• Highly specific targeting – reach people actively searching for what you offer.
• Simple set up – just write the ads and choose the keywords to target.

Display

• Image based – visually engaging on websites, apps and other Google-owned properties. 
• Reach audiences beyond just Google Search.
• Ideal for marketing, reach, and brand awareness/ exposure.
• Good for e-comm, local or service based businesses.

Shopping

• Appear on search results and Google Shopping.
• Runs off product feed you provide from Merchant Center that holds all product information.
• Ideal for eComm businesses looking to increase sales, and local retailers seeking to drive store traffic.

Discovery / Demand Gen

• Automated Ads campaign – Increase discovery
• Displays across all Google’s feed placements (Gmail, Youtube & Google App)
• Ideal for businesses with larger budgets and established campaigns, where they are happy with profits and conversions, but looking to grow customer base.
• Great for marketing and brand awareness.

Video

• Video ads before, during, and after videos on YouTube or in search results.
• Ideal for brand awareness in specific target markets.
• Broaden your reach beyond search – competitors might not be present.
• Great for businesses that have a hard-to-describe product/service.

Smart

• Ideal for beginners with no experience.
• AI will optimise your ads and determine the best targeting.
• Great to increase sales and sign-ups.
• Ideal for advertisers with little time to manage accounts e.g small businesses.

App

• Attract downloads, boost sales or engagement.
• Only for companies with apps.

Local

• Attract people to physical locations
• Promote offers and in store events.
• Local campaigns automatically upgraded to Performance Max in 2022. All new campaigns should be created in Performance Max.

How to enhance your campaigns? 

Assets

For a number of campaigns, 

However, customisation is key and is important for driving CTR & CRO.

Using a PMAX Campaign (most common) as a visual example, let’s optimise this.

1) Final URL: Serve the URL you want customers to land on.

2) Images & Logos: Adopt appropriate product/category images for the specific campaign.

Google has a feature to allow you to scan a URL (category, social website, etc.) or upload your own images. 

20 images maximum and a variety of sizes/shapes are required.

Videos can be uploaded in the same way.

3) Headlines & Descriptions: Think of these like your metadata. 

Creative language based on industry/brand & targeted terminology to drive user engagement relevant to the campaign.

Extensions

Extensions further customise your Google Ads to provide select placement of USPs, additional links, CTAs, and many other things.

Extremely valuable to highlight promotions & display key information to make your Ad pop.

These can be implemented at an individual campaign or account level.

Sitelinks: 

• Customisable URL placement with descriptive information
• Used to promote relevant brands/products/categories/services
• Can schedule different sitelinks to show at different days/times

Call-Outs

• Ways to highlight USPs and unique offers
• Commonly used: ‘Free Shipping’, ‘Free Returns’, ‘Expert Advice’, ‘% off First-time Purchase’

Lead Form

• Clickable direct-to-lead form 

Call 

• Clickable phone number