Know different ad types serve a different purpose, and how to choose/discount the best ones for you. Most people are familiar with Search, but Google Display Network, Video advertising, and other such options serve well too when you know how to use them. Remarketing, in particular, is a missed opportunity. In this video we will also touch on Shopping Campaigns – which are a better way to manage and optimize Product Listing Ads to promote your products. and Dynamic Search Ads which automatically show your ad based on the content of your website.
- [Voiceover] It's important to know that different campaign types serve a different purpose, and this is going to influence which ones you choose for your business. Most people are familiar with search, but Google Display Network, video advertising, apps, and other options also serve you well when you know how to use them. Remarketing in particular is a missed opportunity for many, which falls mainly under the category of display. Your campaign type will determine where your ad show, as well as how your content is displayed, and it could be simply text or images or videos.
Click on campaign and you'll see the options starting with search network, which I'm sure you're familiar with. Choosing the search network, your ads will show to people on Google when they search there, and if you have this box checked, it will also include Google search network as well, which includes sites like Youtube, but also non-Google sites. Coming back to the other options and going into display network, you'll see that there is a different style page, and you have options to build awareness, influence consideration, or drive action.
The display network is where ads appear on websites that have content that relates to your products and services but note when you set up the campaign, you can choose the advanced option in a campaign and select the times of day you want to run ads, and be very specific about the location of those sites as well. Coming now to the option that was actually first, which is Search Network with Display Select. This will show you ads on both search and display, but you want to be a little careful around this, the psychology of a person seeing an ad may well be different on search and where they see it on another website, where they're just generally browsing.
Coming now to Shopping, Shopping campaigns are a better way to manage and optimize product listing ads to promote your products online using retail-centric tools and dynamic search ads. Dynamic search ads automatically show you around based on the content of your website. If you scroll down, you'll see the option here that you need to link your Google Merchant Center account in order to set these up. Coming back to the options that we have in campaigns, you can see Video.
We all know Video is huge and grown every year. Google says "With Trueview in-stream ads, you pay when a viewer watches 30 seconds of your video, or the duration if it's shorter than 30 seconds, or when they engage with a video, whichever comes first." Video interactions include clicks on the call-to-action overlays, CTAs, cards, and companion banners. A few things you're going to want to know: the first is that you're going to have to host your videos on Youtube, and my best tips is to be smart on the video length, knowing you won't be charged unless people watch over 30 seconds or unless they engage.
So think about your videos being more than 30 seconds long. Finally, coming back to the campaign options again, we have one other type of campaign, which is the Universal app campaign. This is if you have an app and you're seeking to get more people to install it. When it comes to Universal app campaigns, the key factor to consider is how much would you pay for somebody to install the app, which is your target CPA, and then you can set your budget as you would with the other campaigns.
If you have high quality video content, then Youtube is something that you definitely want to consider. If you are a shopping based site, then those ads are really going to fit your needs. For the vast majority of people, they'll start with search and then start looking at test and display ads, and really do explore remarketing if you haven't already. As you can see, there are lots of options available in AdWords, and hopefully you're now a little clearer as to which ones will work for you.
Choosing the right one is easier when you know the outcome you're seeking, but do remember to carefully track and measure everything, so you know what is working and what needs adjustment. The question now is, which campaigns could you test to see whether they will work in your business as well?
- Using advanced settings in the Keyword Planner
- Setting up conversions and campaign optimization
- Using Google Trends
- Setting up A/B testing on landing pages
- Setting up target CPA bidding
- Using AdWords dynamic ads
- Adding sitelinks
- Tracking and editing ads
- Checking out opportunities
- Reporting on ads
- Scripting in AdWords