f you’re new to the Google Ads world and looking to kickstart this strategy to drive business for your company, a first step is getting to know more about the basics of setting up your first ad. We start here with a breakdown of some basic terms that will be helpful as you get your first campaign going.
Keywords: This is the word or phrase that someone types into a search engine in order to find information. The correct keywords associated with your ad will allow your ad to appear. We have an additional blog that breaks down the difference between a keyword and a keyphrase. You will choose a variety of keywords for each google ad you create.
Campaigns: A campaign will have its own objective, meaning the goal for the ad; whichever goal you choose will impact which settings are used on the campaign. Objectives include: sales; leads; website traffic; product and brand consideration; brand awareness and reach; app promotion; local store visits and promotions; and a custom campaign without specific objectives.
Campaign Types: The campaign type determines the placement and availability of the ad. Here’s a deeper dive into the types:
- Search: A text ad that appears on search results when people are looking for your products or services. This drives sales, leads or website traffic effectively,, and they are quick and easy to setup with short messaging and specific targeting.
- Performance Max: This allows you to reach audiences across various platforms. It uses your goals in order to place the ad in front of the right audience no matter with google network they are using.
- Display: These ads allow you to reach an audience with visually engaging content on websites, apps and other google networks. These help drive awareness and keep your brand top of mind.
- Shopping: These are ideal for retailers and businesses selling products, and allow items to show up on Google shopping results.
- Video: Video campaigns can take on a variety of goals as well, from driving conversions to simply maximizing reach for awareness and so forth. You can also use an ad sequence to tell a story with ads in a row.
- Discovery: A visual ad delivered over a variety of feeds, these ads will drive more engagement with effective relevancy. They are good for driving conversions, finding new customers and reconnecting with high value customers.
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