During the relocation to the UK, I have to adapt myself, and my work to a new language totally, and new environment, I realise that writing is a better way for me to remember words. Here you get a note series of essential questions before setting up a digital marketing campaign, particularly Google ads (You might want to know further about performance marketing and its mechanism behind). This is also a good chance for me to restructure and update knowledge. Nevertheless, I stick to the core value of this blog: for managers, thus, all content will be optimised to benefit their marketing management & ROI shortly.
Google has become more and more popular, a must-have spend in any company’s annual digital marketing budget. Reaching 90% of internet users, no one can deny the influential effect of its impact to life & business. You can cross their service every second, daily but Google now upgrades itself to a higher level of complexity. In this series, we will go through chunky points of Google ads search mechanism and how to setup a good and efficient campaign.
Google offers this training course for free. You can access the link here.
Before setting up any Google ads campaigns, you should ask yourself below questions:
Firstly, what is your digital business goals?
- Drive sales: grow online, in-app, in-person and over-the-phone sales
- Get leads: Boost conversation by encouraging people to take action
- Increase website visits: get the right people to visit your website
- Influence consideration: Encouraging people to explore your products and services
- Build awareness: reach a broad audience and maximise exposure
- Promote your app: increase installs and interactions with your app
Next, how many types of campaigns can I set up?
Normal campaigns
There are some campaign types: search; display, video, shopping, and app that help you to reach those targets.
- Google search: ads appear next to Google search results and on other Google partner sites, like Youtube, when you people look for similar products or services.
- Display ads can appear across a network of more than two million sites and apps, increase exposure and reach audiences. Your ads get matched to your business’s content or your customers’ interests.
- Video: brings your story to life; captures their attention, and engages customers in different ways. Show your ads on their own or within other streaming video content on Youtube and across Google’s network of websites and apps. You only pay when people choose to watch your ads
- Shopping ads: appear on Google shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you’re selling before they even select your ad. à advertise your online and local inventory, and boost traffic to your website or physical shop and their better-qualified leads.
- App: after a simple setup, app campaigns run ads across Google’s largest properties, including search, play and Youtube, as well as thousands of mobile sites and apps. Google machine learning algorithm will automatically adjust your ads and bids to get the most downloads; increase engagement, app installs and event in-app actions, like signing up for a newsletter or ordering a product.
Specialised campaign types:
With specific objectives for a niche industry or customer base:
- Local: drive important offline metrics – like shop visits or in-shop sales – by advertising on multiple platforms. Let GG optimise your ads appear on Search, Maps, Display, and Youtube to maximise your offline performance.
- Hotel: if you are looking to advertise rates and availability, hotel campaigns are for you then display prices and availability on Search/maps, and assistance to connect you to millions of travelers actively searching for you.
- Discovery: you can easily engage customers across Google’s most properties with a variety of rich, unique ad formats. Reach your users across Youtube home feed, Gmail, Google discover feed – all in one campaign.
Next, when you set up a ads search campaign, think through the different ways to drive more traffic to your site, service or product by answering:
Thirdly, where do you want your ads to be seen?
Locations and language targeting: Your campaign’s ads are eligible to show to customers in particular locations, or to customers who’ve chosen your selected language as their browser’s language setting. Device targeting: Reach your customers on any device, including desktops, tablets, and smartphones. Choose Google Search Network, which includes Google search partners by default. Networks = Google search + Google map + Google shopping + Google play + partnering pages
Fourthly, how much do you want to invest?
Your bid strategy controls how you pay for users to interact with your ads. Your bid limit is the most that you’ll pay per click for ads in an ad group, and your budget is the average amount that you’re comfortable spending each day on your campaign. The budget that you choose is entirely up to you, and you can adjust it at any time.
Fifthly, what do you want to share in your ads?
It is about ads text structure and ad extension setup. Basically, ad extension includes even more information with your ads, such as location details, links to pages on your website and your phone number.
Sixthly, what keywords will match your customer’s search terms?
More search campaign settings. They are about start and end date; ad scheduling that allows you to choose certain days or hours of the week for your ads to be shown; more targets.
On Google ad manager platform, you can optimise your campaign with plenty of features. In the next notes, you will know how to adjust some.
In a word, Google ads platform are built around three principles. Every content material you input will be evaluated and rated based on these rules. Just to make sure that they target customers’ needs & expectations appropriately.
- Relevance: helps you connect the right people, right time, right message on Google Search, Youtube and more.
- Control: gives you complete control over the budget. You choose how much to spend per month, per day and per ad.
- Result: pay only for results, like clicks to your website or calls to your business.
In the next piece of note, I will share about a Google adsword structure.
Hand-picked from Google ads,
Norwich 2022
Kate