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You may have noticed in one of our previous blogs that we LOVE Google AdWords. Not only does it get you in front of your potential customers exactly when they are looking for you, but it also does it instantly. No hanging about waiting to see if all that search engine optimisation will ever pay off. Just there you are, page one.
But with so many different types of AdWords campaigns, how do you know which would be the best for your business? Let’s take a look at some of the different campaigns you can run in Google AdWords.
The two main campaign types are Search campaigns and Display campaigns. Google also offers Search with Display Select campaigns which are mainly targeted at those who are unfamiliar with AdWords and we don’t recommend using this type of campaign as it can result in less targeted campaigns that may not generate the best results for your business.
Search campaigns are exactly what they say they are – when someone searches on Google for keywords or phrases you have specified, your advert may appear. There are two main factors which determine whether your ad will appear and in what position – your maximum bid for the keyword and your quality score for the keyword. You can easily control your bid (which is how much you are willing to pay for each click), but quality score is sometimes harder to influence. It is calculated every time a search is performed by looking at what sort of experience your landing page provides as well as the way your ads are written. Search campaign ads can only be text based ads.
Display campaigns are a little more complex to manage as there are many facets to consider. When you run a display campaign, your ad can appear on various websites and apps, such as Gmail, YouTube, newspaper websites, and just about any website that allows Google advertising. Choosing where to have your ads appear is crucial when running a display campaign – you can choose to set parameters so that your ads only show on particular websites which are niche to your industry and this often works well. Or if you are aiming to create more brand awareness you could ensure your ads appear anywhere and everywhere – it’s completely down to what you want to achieve. With a display campaign you can choose to run text ads, image ads and banners or a combination of both.
Within these campaigns you can pick from several campaign sub-types, such as remarketing, dynamic search or display ads and mobile apps. Remarketing is a fantastic way to target customers who have already been to your website but perhaps not converted yet (for example made a purchase or signed up to your newsletter). Dynamic Search campaigns and Dynamic Display campaigns use the content of your website to dynamically create adverts instead of you having to write the ads or design image ads. Mobile app campaigns show your ads on apps on both Android and iOS devices.
Feeling a little overwhelmed with all your options? For some professional advice regarding running relevant Google AdWords campaigns, speak to the digital marketing experts at Blue Cherry Online Marketing. We can help you run successful Google AdWords campaigns that generate conversions for your business – so what are you waiting for?
Karen Dauncey has been working in SEO since 2003. She specialises in helping businesses get found online through Google using Search Engine Optimisation (SEO).
Karen's wealth of SEO knowledge and practical digital marketing experience comes from running her own SEO and Google Ads agency, Blue Cherry Online Marketing since 2008. Karen has optimised over 1000 websites, managed millions of dollars' worth of spend on Google Ads and has a solid understanding of the constantly shifting industry of digital marketing and SEO. This gives her a unique advantage when it comes to being able to recommend the right online marketing strategies for your business.
She is the founder and creator of The SEO School an online SEO Course to help teach business owners how to do their own SEO. She regularly delivers educational programs for both Local, State and Federal Government and was an advisor for the ASBAS Digital Solutions Program. Karen’s passion and commitment to help small business owners get found online is the driving force behind her online school, making SEO advice accessible to all with free resources and online courses.
Karen has attended search engine conferences in London, Stockholm, Adelaide and Sydney, and was also invited to attend a pilot Business Coaching Course at Google’s Head Office. She has a Diploma in Marketing from the Chartered Institute of Marketing in the UK.
She is also the co-owner of the Digital Experts Directory, an online directory for female serviced-based businesses to promote their business (with a great backlink for SEO).
To keep up to date with the latest in SEO, join her Facebook group The SEO School Community or follow her on Facebook
or LinkedIn.
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