Choose the right Google campaign to achieve your marketing goals

Did you know Google now offers 6 main campaign types, providing even more opportunity for you to achieve maximum brand exposure to the audience that matters most to your business.

With so many different platforms, campaigns and ad types to choose from, it can be a bit of a minefield if you don’t really know what each can deliver.

Finding a campaign type and ad format that is the best fit for your budget and type of product or service you are promoting, and one that aligns with your marketing goals is key to the success of PPC campaign.

We have provided a summary list of all the different Google PPC campaigns and ad formats currently available through the Google Advertising Platform. We are pretty sure that you will find at least one of these presents opportunity for your business. Perhaps it’s time for you to dip your toe in the Google PPC pond!

The campaign type determines where customers will be able to see your ads, but you can make this more specific by targeting your ads.

Campaign Types:

1. Search Network with Display Select

Standard & All Features
Google Search Results, Search Partner Sites, Google Display Network and YouTube. Reach people as they are actively searching for the products/service you are offering, and as they visit other websites across the website that are relevant to the products/service you offer.
Ad Types – Text Ads, Shopping Ads, Dynamic Search Ads, App/Digital Content Ads
GOAL: capture traffic whilst people are actively searching, drive sales, increase brand awareness, engage with customers, build customer loyalty

2. Search Network Only

Standard & All Features
Google Search Results, Search Partner Sites. Reach customers as they are actively searching for the products/service you are offering
Ad Types – Text Ads
Specialised targeting within Search Campaigns – Call Only Ads, Dynamic Search Ads, Mobile App Promotion Ads
GOAL: drive sales, generate conversions by click or call, target local audience

3. Display Network Only

All Features
Display Network – placement on over 2 million websites, including YouTube, Gmail, Google Play. Reach customers whilst they are browsing online on other websites.
Ad Types: Text Ads, Image Ads
GOAL: drive sales, build customer loyalty, engage with customers, increase brand awareness

4. Shopping

Google Search, Google shopping and selected Google Partner websites
Ad Type – Product Listing Ad. Require Google Merchant Center Account and a Data Feed to Online Store. Charged on cost per click basis.
GOAL – INCREASE TRAFFIC, INCREASE SALES

5. Video

Display Network and YouTube. Reach customers within other streaming video content or as a video ad on its own.
Ad Type – TrueView In-Stream Ads, True-View Discovery Ads, Bumper Ads (has short message on ad)
GOAL: increase brand awareness, engage with customers

6. Universal App

Google Search Network, Search Partners, Google Play, YouTube and Google Display Network
IOS and Android Appsearch Network Only – Mobile App Installs Campaign
Ad Types – Text Ads
GOAL: increase brand awareness, drive installs, increase engagement

To help you to choose the right campaign, you will need to know who your target audience is so you can match the campaign objectives and be sure that they will meet your goals.

If you haven’t analysed your target audience yet, we can help with that. Whizz Marketing provide in-depth research and analysis on website traffic and user search behaviour, so with access to your website analytics, we can provide a detailed overview on the demographics of your core audience, what they search on, what they are interested in once they reach your site, and how engaged they are with your website content.

Once you have a better understanding of who your customers are, you will be able to market to them much more effectively – and this will bring better results!

Whizz Marketing Services is a Google Partner Agency with specialisms in Search and Mobile Advertising. If you would like to run a targeted mobile search campaign we have a fantastic offer for new accounts saving up to £120.00 in the first month! Please call Louise on 01252 622129 or visit our website for further information on the Adwords Campaign Management Support provided by Whizz.