So, you’ve set up your Google Ads account. Now what? What kind of campaigns should you be running to make sure you’re getting a good Return on Investment? Should all of your ads go in one campaign?
Don’t do that.
Every goal, product, service, and location that you have should be in its own campaign. I know – it sounds like a lot of work, and if we’re going be honest, it is a lot of work, but the payoff means that you’ve got a well organized Google Ads account with clearly named campaigns. That way if you need to review something, you can find it with little to no effort because you took the time to set it up correctly.
Now, you need to figure out what kind of campaigns to run.
We feel that there are four types of campaigns that you should always be running. Spice up your account with occasional short term campaigns, but keep the original four running at all times to ensure you are spending wisely.
Your company needs to be where the eyes are. With a brand awareness campaign which focuses on your company as a whole, you can do that. These ads will tell people about your company, and why they should work with you. This type of campaign is not aimed at selling your specific products or services but makes viewers more aware of who you are and what you stand for. Encouraging a connection between your company and the viewer can help leads become clients.
With the ability to show a photo of your product, a title, a price, a store name, and more, Product Search campaigns go far beyond the standard text ad. A shopping campaign can promote both local and online inventory, boost traffic to your site, or your brick and mortar, and find better leads!
With over 2 million sites and billions of customers, the Google Display Network allows you to use visuals, graphics, and video to stand out and build brand awareness. And unlike the search network, which requires your audience to read your ad, and then click the link to your site to learn more about your company, display ads are branded, so a user can gather information on your brand simply by seeing your display ad, no click needed.
At the end of the day, whether we like it or not, retargeting is an essential part of any business’s toolkit. According to the Rule of Seven, a potential client will need to see or hear your marketing message seven times before they take action and buy from you.
There are a ton of reason why someone isn’t ready to buy from you. Their credit card isn’t nearby, they’re just looking, or they’re still researching. When you retarget your ads, you give yourself a chance to stay in front of their eyes long enough that when it comes times for them to make the purchase, you’re who they want to buy from.
So there you have it – the four campaigns you should be running ALL THE TIME.
Are you running any campaigns like this? Let us know how they’re performing!
Any questions? Reach out and let us know!