We could summarize the interface design as follows: Google Ads for all types of campaigns in recent years.
And rightly so: before starting any action, it's essential to define the objectives we want to achieve and choose the types of campaigns best suited to reach them. Without a strategic and tactical plan, we're very likely doomed to failure. Google Ads It presents seven specific advertising objectives (plus an option that allows us to create campaigns without a specific objective) and, for each one, indicates which type of campaign is, according to the Mountain View giant, the most suitable. It's important to note that there isn't always a one-to-one relationship between campaign type and objective: for example, a search campaign can serve both a sales and a website traffic objective. It all depends on how it's configured. Let's take a detailed look at the 7 advertising objectives that Google Ads provides and explain each of the campaign types available in the tool.
[blockquote author=»» link=»» target=»_blank»]“Tell me your business objective and I’ll tell you what kind of campaign you need.” [/blockquote]
1. Objective: sales
Search campaigns
The campaigns of search They are the classic option for advertising on Google and, when properly set up, are usually the most effective for generating sales. The reason? Simple: it's the only type of campaign where we're showing our ads to users genuinely interested in our products, since the user proactively goes to Google to search for information.
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Don't let the desire to appear out of control get the better of you: use only words that are related to your business and It attempts to use negative connotations for all terms that could lead to confusion. or attract uninterested traffic. Otherwise, you'll be wasting your time and, above all, your money. If a user is searching for, say, "rent a house" and you rent offices, it doesn't make sense to show them your ad. Furthermore, the system will recognize that you're not relevant to the search and will tend not to show your ad, in addition to charging you a higher CPC.
Shopping campaigns
The campaigns of for shopping time They are the best option if you are an eCommerce business and sell any of the permitted product types. Remember that these types of campaigns cannot promote services or intangible products, nor can they promote certain specific physical products, such as vehicles and real estate.
The form How you structure your campaign also matters. If you have a product catalog that generates very disparate returns and you want to use a smart bidding strategy that optimizes ROAS, try to group them by profitability levels AAA / AA / A / other, without considering the product type. Conversely, if you're going to focus on maximizing the number of sales (regardless of the profitability they generate), I recommend structuring campaigns by categories, as this will make them easier to manage.
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Use a different CSS (Comparison Shopping Service) than Google Shopping: You can improve your results by up to 20%. This is because, since Google was convicted of abusing its dominant market position in 2017, it has had to allow other price comparison sites to participate in Shopping auctions. To remain profitable, it must apply a margin to the base bids of campaigns run through its own CSS (Shopping, to be clear). Campaigns run through third-party CSS will continue to be managed from the Merchant Center and appear in the same locations on Shopping, but the name of the price comparison site used will be displayed in the ad footer.
2. Objective: potential clients
Previously, traffic and lead generation goals were closely linked: if you wanted to acquire contacts, you needed to drive (high-quality) traffic to your website or landing page. In recent years, also due to other platforms like Facebook and LinkedIn launching their own lead generation advertising solutions, Google has evolved its campaigns, allowing lead generation directly from the ads themselves, without requiring users to visit the advertiser's website.
If you want to encourage users to take actions that generate sales opportunitiesFor actions like contacting your company through a form, subscribing to the newsletter, registering in the private area, or joining your loyalty program, Google recommends the same campaign types as for sales objectives. Again, I think we should refine this further.
Shopping and search campaigns
Shopping As I've already mentioned, it's the best option for generating sales. I don't recommend using a shopping campaign with the lead objective.
The campaigns of searchOn the other hand, they are not only a good option for generating sales (if we focus on keywords for specific products), but they also help us generate leads.
Display campaigns
The campaigns of Historically, as we mentioned earlier, these have been a type of ad primarily related to brand image building. To begin competing with ad formats available on other platforms, such as Facebook Lead Ads, LinkedIn, or the interactive formats of programmatic buying platforms, Google has recently enabled a lead generation form extension which allows users to send us their data directly from the ad they have been exposed to on the Google Display Network (GDN), without interrupting their browsing by taking them to another site.
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Less is more: Ask only for the information necessary to achieve the goal you have set. If you want users to subscribe to your newsletter, which you'll then use to build loyalty and encourage them to buy one of your products or services, only ask for their email address (and at most their name). You don't need their phone number or postal address. Keep in mind that the information they have when viewing a banner ad is very limited, so it's best to ask for a reasonable amount of personal data.
There are some exceptions to the above recommendation. If your goal is to obtain highly qualified leadsThen you can increase the number of form fields and require the user to provide more personal information. The important thing is to always weigh the value of the data you request against the benefit the user will receive in return. If, for example, you're a car dealership and your goal is to generate leads for test drives, it makes sense to ask the user to specify which model they're interested in, in addition to their email address and name for contact purposes.
Video campaigns
The same applies to campaigns for videoWith the advantage that in YouTube ads you can generate more attractive content and provide the user with more background information that motivates them to leave their data.
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To get higher quality leads, show your lead-generation ads on YouTube to a more segmented audience that is more aligned with your brand. In addition to interests and topics, filter by the language in which the ad was produced (or, at most, by the languages your company can manage). If you don't speak Swedish, and you also don't have content prepared in that language, there's no point in showing your ads to users who do.
Don't confuse the user with generic messages: be very clear about what you expect them to do, as the number of characters available for titles and descriptions is limited. Similarly, choose the most appropriate CTA.
Discovery campaigns
The campaigns of discovery They also consider using lead forms, although these will only appear in Gmail. In fact, these types of campaigns are the only ones that will allow you to show your ads in Google's inbox. Remember that, in order to use this type of ad, You must have at least one active discovery ad in image format, as it is not compatible with the carousel format.
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Start by using remarketing, customer match, and purchase intent audiences, as these are users who have already interacted with your brand (remarketing and customer match) or are further along in the buying funnel (in-market). Additionally, if you use custom intent audiences, I recommend creating a custom audience that contains the top ten keywords from your search campaigns.
Smart campaigns
Of all types of campaigns, Smart campaigns are This is a special case, as they are specifically designed for small businesses that do not have extensive knowledge of Google Ads and its functionalities and are looking to attract more potential customers to their website or to make a phone call. without complications. They save time, both in setup (which is guided step-by-step with non-technical explanations) and optimization, since they use Google's advertising technology so you have to do as little as possible on your end. These campaigns will appear on the Search Network, Maps, Gmail, YouTube, and GDN.
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By relying on artificial intelligence, The results will improve over time As the system learns user behavior better based on experience, be patient. Even if you don't reach your goals in the first few weeks, give the algorithm some time to learn before making any changes.
3. Objective: Website traffic
To achieve that the right users visit your website For landing pages, Google recommends using search, display, shopping, video, and discovery campaigns.
We have already discussed all of these in detail in relation to other types of objectives. Campaigns of discovery These are ads that can be displayed on YouTube (on the home page and also on the "watch next" page), on the discover tab, and also on the "promotions" and "social" tabs in Gmail.
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If this is your first time working with campaigns I recommend you start with the smart version. It allows you to easily test (though it's less customizable) this type of campaign. It will also help you discover the socio-demographic characteristics of the type of users who might be interested in the products or services you offer.
On the platform, for campaigns videoThe system indicates that these are conversion-oriented campaigns. In my opinion, this is nonsensical, as this option overlaps with video campaigns aimed at generating leads. Therefore, I don't recommend using this configuration if you simply want users to reach your website and don't require them to take any further action.
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4. Objective: Brand and product consideration
5. Objective: Brand coverage and awareness
As in the previous point, these are brand campaigns, whose objective is reach a large number of peopleTo do this, the system recommends we set up display or video campaigns.
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It is important to measure these types of campaigns by the correct KPIs: reach (impression share) and impressions or views, depending on the type of campaigns we use.
Impression share, which is information available only for the display network (and search, although it is not relevant here), is the metric that allows us to understand the market share we have covered with our ads: the percentage of impressions we have achieved out of the total that were available to the target we have defined in our campaign.
6. Objective: Application promotion
I'm not going to get into the debate about whether or not it makes sense to have an app, as that's a topic that deserves its own post. Let's just say that if you've invested resources in developing an app for your business, it's logical that you'd want to promote it and get the most out of it.
Google has a specific type of campaign for this: the application campaignsThanks to them, you can both boost downloads and increase user interactions once they have already downloaded it to their devices, or even generate registrations to download it even before it is available, although the latter is only available to certain advertisers.
Once again, Google is betting on artificial intelligence. The app campaigns are almost entirely automated: Simply provide some text, your budget, the languages your customers speak, and the locations you want to reach. The system will generate ads based on the resources in your app and the information available in the Play Store. Your ads will appear across various Google properties: Search, the Display Network, Google Play, YouTube, and Discover.
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It's pointless for a user to download your app if they then never use it. Focus your ads on people who are more likely to interact with the app once they've downloaded it.
7. Objective: Visits to local stores and promotions
Google has created specific campaign types for advertisers with physical stores who want to reach more potential customers. Whether you're a boutique, a bakery, or a car dealership, you can take advantage of these. local campaigns to provide your customers with the information they need to decide when and how to visit your establishment.
These ads, which are generated automatically The system uses the resources you provide to display your ads across the search network, Maps, YouTube, and Google Drive. All you need to do is provide some ad copy, images, and a YouTube video. The system will combine this information and create ads tailored to the different platforms where they appear.
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Provide as many images as possible so the system can test them and see which ones work best. Uploading around 20 is recommended.
If you want to promote specific ads, connect the campaign to a local feed. This way, the products will be shown on the display network and on your business profile.
8. Campaigns without a specific objective
I want to conclude by saying that, despite Google's increasing focus on automation, The platform also allows you to create campaigns without a specific objective. This will allow you to choose any of the campaign types available on the platform and explained in this post (search, display, shopping, video, app, smart, local, and discovery), but without receiving recommendations from the campaign creation wizard.
This article was originally published on Marketing 4 ecommerce.
You can read the original article here: https://marketing4ecommerce.mx/los-8-tipos-de-campanas-de-google-ads-que-son-y-cuando-utilizarlos/.
