Google AdWords allows ads for your business to show up in the Google search results and as display ads on Google partner sites.

Did you know that 98% of searchers choose a business that is on page 1 of the results they get? If your business is not organically on the first page of search results, then AdWords is a great way to get your business on the first page. Users who are retargeted with display ads are 70% more likely to convert as leads and customers.

There are 5 campaign types: Search Network, Display Network, Shopping, Video, and Universal Apps.
Search Network

Your ads can show up in the Google search results. You specify what keywords someone needs to search in order for your ads to appear. This is a great option to target people who may not know about your business. They are likely to be interested in your business because they are searching for something related to your business. These are text based ads.

Display Network

Ads on the display network show up on Google partner sites. This can include blogs, YouTube, gmail and other websites. These ads include banner ads of various sizes and are image based, although there are options for text. Display ads are great for retargeting previous customers & website visitors and brand awareness.

Shopping


Promote products easily with shopping ads. This campaign type is great for online stores. You upload a product feed that contains all your products (name, price, description, etc.) and Google displays your product ad in a user’s search results your product is relevant to the search query.

Video

Your video ads can show up in the YouTube search results as recommended videos, as in-stream ads (the ad that shows up before a video begins) or on video partners on the Display network.


Universal Apps

This campaign focuses on driving more app installs.

Targeting Types

There are many different ways in which you can target who can see your ads.

Keywords: This is what someone searches on Google. There are different match types for keywords. For example, your ads can show up if someone searches ‘pink dance shoes’ exactly or something close to that phrase. Typically, you will want to use exact match keywords only, as you don’t want to pay for keywords that may not directly relate to your business.

Location: Target only the locations of interest to your business. Don’t waste money showing you ads to people in New York if your business is located in North Carolina.

Language: What language do you primarily do business in? Don’t forget to set your language of choice for your campaign.

Remarketing Audiences: You can create remarketing audiences based on people who have previously interacted with your business.This can include people who have visited your website, previous customers and more.

Affinity Audiences: Users are placed into different affinity audiences based on their interests. Examples include beauty, technology and fitness. You can also create custom affinity audiences based off of interests, URLS, places or apps.

Demographics: Target based on gender, age parental status or household income.

Narrow down where your ads will appear with keywords, topic and placements (Display campaigns): Topics are what the website is related to. If you sell custom car parts, you may want one campaign where ads appear only on car related websites. You would choose car specific topics in this case. Placements are where you can specify websites, YouTube channels and videos, or apps that you want your ads to appear on. Note that every website is not a Google partner or has Google ads on their website.

With Google AdWords you can create customized campaigns based on your business goals and reach your target audience with the wide range of targeting options available.
Read the next blog posts in this series: Top Google AdWords Hacks You Need To Know

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Journey Digital Group provides digital marketing services to small businesses. We are your marketing partner throughout the entire customer journey. Based out of Raleigh, NC, we serve local businesses throughout the United States. Contact us for your Video Advertising, Facebook Advertising, or PPC  Advertising needs.

Phone: (919) 241-3217

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Journey Digital Group provides digital marketing services to small businesses. We are your marketing partner throughout the entire customer journey. We serve local businesses in and around the Clayton, NC area. Contact us for your Video Advertising, Facebook Advertising, or PPC  Advertising needs.

Phone: (919) 241-3217

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