Digital Marketing

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?

No.

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 three types of campaigns that you should always be running. Spice up your account with occasional short term campaigns, but keep the original three running at all times to ensure you are spending wisely. 

1

Brand Awareness

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.

2

Content Amplification

Here’s the thing: you are an expert. As an expert, you are likely (by likely, we mean should be…better be!) sharing information about your expertise on your website in the form of blogs and articles. Consider using that content as the basis for a campaign. Do you sell heat pumps? Build a campaign around that great article you wrote called “Heat Pump Facts”. This sets you apart and gives your viewers and potential customers a tip or hint they may consider valuable.

3

Local Targets

With the advent of the internet, companies saw it as an opportunity to buy and sell around the world. As time has worn on, search results ending with “near me” have skyrocketed meaning that, even though the world is at our fingertips, people still like to shop locally. Take advantage of this by targeting not only where you are, but also the locations in which you service or sell. It all comes back to being where the eyes are.

4

Event Surfing

I know. We said three. But we’re feeling generous today, so here’s a bonus FOURTH campaign.

The World Series happens every year. Federal elections take place every four and the Olympics occur every two. Take advantage of these events and more by running promotions and campaigns that coincide with whatever is relevant to your service or product. By including content that is relevant, it is a great way to ensure your quality score will not suffer.

So there you have it – three campaigns you should be running ALL THE TIME and an extra one for when you’re feeling adventurous.

Are you running any campaigns like this? Let us know how they’re performing!

Any questions? Reach out and let us know!

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