How do you choose the right type of campaign for your business and your goals?
Google Ads is an online advertising platform that allows businesses to promote their products and services through advertisements via various formats, and on different networks such as search, display, shopping, video, discovery and app ads. In this guide, we examine the different types of campaigns available on Google Ads and how to choose the most suitable one for your business and your goals.
The Research Network allows you to show text ads when users perform searches on Google. These ads can be displayed above or below the structured search results and include a short description of the product or service you are promoting. The Search Network is a good option for companies looking to increase website traffic, to generate leads or sales.
The Display Network consists of a vast network of websites, apps and blogs that have partnership agreements with Google (by renting their advertising space through the Google AdSense affiliate program, the participants - over 2 ML websites - get 68% of the total cost that the advertiser pays for the click in return). This type of campaign allows the display of text and visual ads, such as banners, images, videos and responsive ads (in different formats and thus adaptable to different mobile and desktop platforms). The Display Network is a good option for companies seeking to increase brand awareness and reach a wide audience. In addition, you can use the Display Network to offer retargeting ads to website visitors who have already interacted with your brand but haven’t converted yet.
The Shopping Network is a type of campaign used by companies that sell products online. This type of campaign allows product advertisements provided with images, descriptions and prices on the results of Google search. The Shopping Network is a good option for companies seeking to increase online sales, boost website traffic and reach an audience interested in their products.
The YouTube Network allows video ads to be shown before, during or after videos viewed on YouTube. This type of campaign is specifically useful for companies trying to increase brand awareness, reach a wide audience and promote products and services with highly engaging video content. You can choose from various video ad formats, such as skippable in-stream, non-skippable in-stream, in-feed, bumper and outstream ads. Let's take a look at them in detail in the table below.
The Discovery Network is a type of campaign that allows you to show highly personalized visual ads, such as images and videos, on Google Discover, the YouTube Feed and Gmail. This type of campaign is particularly useful for businesses seeking to reach an audience interested in their products and services in a visually engaging and remarkable way. The Discovery Network allows you to use AI to show ads to potential customers who might be interested in your company's products or services.
Google Ads also offers the possibility to create campaigns on the App Network, which consists of millions of apps where ads can be displayed. This targeting option is ideal for companies looking to reach a mobile audience and increase app installation or actions within an app. Campaigns on the App Network can be run via the Google Ads platform and use the same targeting and ad creation tools as other campaigns. In addition, it is possible to select specific apps in which to show ads, or use automatic targeting to allow Google to select the best apps in which to show ads based on user data. It is important to pay close attention to the creation of ads and make sure they are suitable for a mobile audience.
Performance MAX is a new type of campaign that combines the Search Network, the Display Network, the YouTube Network and the Discovery Network into a single campaign. This type of campaign uses AI to optimise ad distribution across all channels according to the company's marketing goals and budgets. Performance MAX is a good option for companies looking to reach a wide audience and promote products and services with a multi-channel marketing approach.
After explaining the different types of campaigns available on Google Ads, let's look at some factors to consider when choosing the most suitable campaign type for your business:
1) Marketing goals: before choosing the type of campaign, it’s important to establish the marketing goals you want to achieve. If your goal is to increase website traffic, the Search Network might be the best choice. If, on the other hand, you are looking to increase brand awareness, the Display Network or YouTube Network might be more suitable.
2) Target audience: it’s important to understand the audience you want to reach with your campaign. If you are trying to reach a large audience and generate brand awareness, the Display Network or YouTube Network might be the best choice. If, on the other hand, you are trying to reach an audience interested in your products or services, the Search Network or Shopping Network might be more suitable.
3) Budget: the available budget is another important factor to consider when choosing the type of campaign. Some campaign types, such as the Search Network, are cheaper than others are, such as the Display Network or the YouTube Network. It is important to choose the type of campaign that best fits the available budget.
4) Sector competitiveness: the competitiveness of the sector in which you work can influence your choice of campaign type. If your field is highly competitive, you might consider using the Search Network to reach users with specific search intentions.
The choice of the type of campaign on Google Ads depends on the marketing goals of the company, the target audience, the budget and the competitiveness of the sector. Choosing the right campaign can be a complex process, especially in a context of a “messy middle”, (more on this in the Google report) in which funnels are increasingly complex and the touchpoints accompanying a user's decision-making process before conversion becomes more numerous.
Understanding the different types of campaigns available can help you choose the best suited one to your marketing objectives. The Search Network is ideal for companies looking to reach users with specific search intent, while the Display Network and YouTube Network are suitable for companies looking to increase brand awareness and reach a wide audience. The Shopping Network is particularly useful for companies selling products online, while the Discovery Network is ideal for companies seeking to reach an audience interested in their products or services in a visually engaging and relevant way. Finally, Performance MAX is a good option for companies seeking to reach a wide audience and promote products and services with a multi-channel marketing approach.
Regardless of the type of campaign you choose, it’s important to constantly monitor and optimise your campaign in order to maximise results. Marketers should test different ad targeting and creative options to see which work best for their business. Furthermore, the data collected from the campaign can be used to improve marketing strategies and the effectiveness of future campaigns.
In conclusion, the choice of campaign type on Google Ads depends on many factors and requires a good understanding of the different types of campaigns available and their objectives. With the right campaigns and a good marketing strategy, companies can reach their target audience and achieve their marketing goals on Google Ads.
The choice of campaign type on Google Ads is an important decision for companies seeking to achieve their marketing goals. Selecting the right type of campaign depends on the needs of the company and the desired results. However, with the help of a Google Partner agency such as YAK Agency, it is possible to create and manage effective and successful Google Ads campaigns. If you need assistance in creating the perfect campaign for your business or would like more information on Google Ads marketing solutions, please contact YAK Agency at: info@yakagency.com
Our Google Ads experts will be happy to help you choose the right strategy and maximise your campaign results. Click here for a personal consultation and find out how YAK Agency can help you achieve your marketing goals with Google Ads.
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