Google Ads is an online advertising tool that helps businesses connect with their customers.
You create your online ad, tell Google Ads who you want to reach, and Google Ads brings your ads to them.
Google Ads are instant once the ad is approved – quickest way to get customers to your website or store.
If you want to change your strategy, you can tweak your ads, try new keywords, or pause your campaign and re-start it whenever you’d like.
Google Ads Campaign Types
Advertising with Google Ads starts with creating a campaign.
The type of campaign you choose to create should be based on your advertising goals.
The campaign type determines where customers will be able to see your ads, but you’ll have the chance to make this more specific with additional settings.
In a Search campaign, your ads can appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords. This campaign type is useful for advertisers who want to show their text ads to high-potential customers right when they’re searching for related products or services.
With a Display campaign, your ads can appear throughout the Google Display Network. This campaign type works by matching your ads to websites or mobile apps that include content that's related to your business or to your customers' interests. You can set up targeting to match your ads to the most relevant Display sites based on their topics, interested audiences, demographics, and more. This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests across the web.
Search Campaigns with Display opt-in
When you create a Search campaign, you’ll have the option to select “Display opt-in”. This selection allows you to show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, you only need to create search ads and those run seamlessly across both the Search and Display networks. This type allows you to expand your potential audience. Your ads can reach people as they browse or research similar products, whether they're looking on Google Search or on a relevant website.
With a Video campaign type you can run video ads on YouTube and on sites across the Google Display Network. This type allows you to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include: TrueView in-stream ads, TrueView video discovery ads, and bumper ads.
With a Shopping campaign type, you might see your ads in Google Shopping, next to search results, and near text and responsive ads. They can also show up on Google Search partner websites like YouTube. This campaign type is useful for retailers who want to promote their online and local inventory, boost traffic to their website or local store, and find better qualified leads.
Universal App Campaign
With a Universal app campaign type, you can easily promote your app across Search, Display, and YouTube. Your ads and bids are automatically adjusted to get the most downloads for your app. All you need to do is provide some text, a starting bid and budget, and include the languages and geographic locations for your ads. Our system will then test different combinations and show the best-performing ads more often.
Find Potential Customers Online
Before you start figuring out which targeting strategies to use, it’s helpful to visualize how you will find potential customers online.
The following framework breaks this down in three distinct ways.
Help Customers Find You
Customers take immediate action whenever they want to learn, find, do, or buy something.
What are keywords?
Your customers are already out there roaming the web. The trick is to have them find you. That’s where keywords come in. Keywords are words or phrases that help determine where and when your ad can appear. Building a solid keyword list helps you reach only the most interested people, who are more likely to become your customers.
Building your keyword list: Seven tips for Success
Selecting the right keyword list for your campaign can help you show your ads to the right customers. Your keywords should match the terms your potential customers would use to find your products or services. Here are seven tips to build a successful keyword list:
For most advertisers, their Google Ads accounts are powered by keywords. There are a host of different sources available to you to find the right ones. Regardless of the sources that you use to generate your keywords, you should think holistically about all the different ways that potential customers could reach you.
Sources to Find Your Keywords
- Your website: Stay on top of your site’s offerings. Find any gaps between your site’s content and your keyword list.
- Your products: Be sure that you’re bidding on core product keywords. When your audience is at the end of the buying cycle, they’ll be searching for a specific product or service. If you’re a retailer, things like product names and models can make for high-performing keywords.
- Your brand: Remember the value of your branded terms as well. If you deal with multiple products, add keywords that are combinations of your brand name and high-volume products that people often search for in the same query.
- Organizing your keywords into well-defined groupings often makes it easier for you to manage and maintain your account. This may correspond to the customer’s journey, for example, grouping upper funnel versus lower funnel keywords. You may group keywords by performance targets, such as cost per acquisition, margin, or profitability. Alternatively, you may want to group keywords by business structure, such as product line, brand, or geography.
- Example: If you own a shoe store, you might create two ad groups: one for running shoes and one for evening shoes. Your ad group for running shoes could include ads with keywords like “running shoes” and “running sneakers”. Your ad group for evening shoes could include keywords like “evening shoes” and “dress shoes”. This way, potential customers could see your ad about evening shoes when they search for “evening shoes” — not when they search for “running shoes”.
- Select more specific keywords that directly relate to your ad’s theme if you want to target customers who may be interested in a particular product. Using more specific keywords would mean that your ad only appears for terms that apply to your business. Keep in mind that if the keywords are too specific, you might not be able to reach as many people as you’d like.
- Example:If you sell men’s athletic footwear, you might choose specific keywords like “men’s basketball shoes”, a type of shoe you offer. That way, for example, your ad would be eligible to appear when someone searches for these types of shoes or visits a website about basketball.
- Select more general keywords if you prefer to reach as many people as possible. Keep in mind that you might find it difficult to reach potential customers when adding very general keywords because your ad could appear for searches that aren’t always related to your business. Also, more general keywords can be more competitive and may require higher bid amounts.
- Example: If you’re a large shoe store, you might choose a general keyword like “shoes”. That way, for example, your ad would be eligible to appear when someone searches for a wide variety of shoes or visits websites about fashion.
- Negative keywords prevent your ad from showing in searches that use terms that aren’t relevant to your product or service. Adding negative keywords can help you reduce costs and make your ad appear only for the search terms you want.
- Example: If you sell men’s athletic footwear, but you don’t sell soccer studs, you could add “studs” as a negative keyword.
- We recommend five to 20 keywords per ad group. Although you can have more than 20 keywords in an ad group if you want. Remember, each ad group should contain keywords that directly relate to that group’s theme. Your keywords will automatically match variations such as possible misspellings or plural versions. So you don’t need to add those.
- Example: If your ad group contained the broad match type keyword “tennis shoes”, then your ad would be eligible to appear when someone searched for that keyword or any variation of the keyword such as “buy tennis shoes”, “running shoes”, or “tennis sneakers”.
- On the Google Display Network, your keywords allow your ads to show on relevant websites or in apps. Choose keywords that are related to each other and that are related to the content your customers browse. For apps, Google Ads may extend the scope of your keywords in order to match your ads to more relevant search terms.
- Example: Imagine you create a keyword list that includes terms related to boots. Websites about boots would be targeted by the keywords on your list. You could also exclude the terms “ski” and “snowboard” to prevent your ads from appearing on sites about winter sports.
Web Clare Google Ads Certified
Web Clare are pleased to announce that we are Google Ads Certified for all the below.