ADWORDS - Which campaign should i use
If you are new to Google AdWords, you might be completely unaware of all the different types of AdWords campaigns from which you can choose. Most people think solely of the ads that appear in Google search results. This makes sense because anytime you run a Google search, the list of ads is easy to see. Yet this is just a fraction of what Google AdWords has to offer.
Choosing which type of AdWords campaign to use depends largely on exactly what you sell and who makes up your target market. Also, the campaign type is crucial to pick because it determines where customers will be able to see your ads.
As of now, Google Adwords contains six different campaign types to select. Choosing a campaign type is your first step in getting ads running, so study each one. Each campaign type has secondary features that expand and contract the functionality in the campaign (e.g. Standard, All Features, Mobile app installs, Dynamic Search Ads, Call-only, Marketing Objectives, etc.).
Campaign types include:
- Search Network with Display Select
- Search Network only
- Display Network only
- Shopping
- Video
- Universal app
Campaign types are centered around Google’s advertising networks:
- Google Search Network
- Google Display Network
- YouTube Network.
These networks make up all of the places where your ads can appear, including Google sites, websites that show relevant Google ads, and other placements — like mobile apps.
The “Search Network with Display Select” campaign type helps you reach people as they use Google search or visit sites across the web.
Search Network with Display Select (SNDS)
Containing the broadest reach of all campaign types, the SNDS places text ads on search result pages and websites in the Google Display Network (GDN). In other words, SNDS re-purposes text ads in responsive banner ads and places them on websites. It’s not as pretty as creating your own image ads, but it is a quick effective way to get ads out there.
The SNDS contains only two campaign type feature selections: “Standard” and “All Features.” The “Standard” setting will enable the most commonly used ad extensions (Sitelinks, Location, Call), and hides advanced settings (Ad Scheduling, Ad Rotation, Dynamic Search Ads, Campaign URL Options). The stripped down “Standard” features view is a little less intimidating and a good choice for new Adwords users.
When should you use SNDS?
- Medium to large budget
- Small industry niche
- Small geographic target area
- If your Search Network campaign isn’t reaching target budget and you’re optimized
Search Network Only
Search Network (SN) Only campaigns allow you to show text ads on the search engine result pages only. Campaign features are more extensive than SNDS, and besides “Standard” and “All Features” they include Mobile app installs, Mobile app engagement, Dynamic Search Ads, and Call-only. “Standard” features are a good bet for the new Adwords users in this case as well, as the features include five extensions — two more than SNDS (Callout, Structured-Snippets). The Search Network is a great place to advertise for a wide range of businesses, and it’s particularly good for local businesses.
Ads in a Search Network campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords. For example, say you run a local music shop. A Search Network campaign lets you show your text ads to high-potential customers right when they’re searching for “guitar shop.”
When should you use the SN?
- Any budget
- Appropriate choice for most businesses
- If you want to advertise on Google Maps
- If you want to pay to be #1 on Google
Display Select Only
Known for displaying image ads, the Display Network (DN) contains over a million websites to show ads on (managed placements). The features are slightly different for the DN and start with “Marketing objectives” or “No marketing objective.” If you select “Marketing objectives,” you’ll be able to build your campaign based on awareness (impressions), influence (visits, engagement), or actions (buy, call, visit a location). As you select from one of these three boxes you will change the features on the page that relate best to building that type of campaign.
The display network consists of over a million news sites, blogs, articles, and other websites that accept text ads, banner ads, and video ads from Google AdWords. This type of advertising is often called “interruption marketing,” because it interrupts what the viewer is doing rather than showing up when that person is actively searching. That means to be successful with display network advertising, your ads and landing pages need to be carefully crafted for this specific purpose, rather than simply reusing your search network ads.
When should you use the DN?
- For building brand awareness
- If you have certain website you want to advertise on
- To create re-marketing campaigns
- If you want to display ads on YouTube
Shopping
Google Shopping ads don’t have much setup and there aren’t many features to select. If you want to show products from your eCommerce store in Google Shopping, then you’ll need to setup the Google Merchant Center. While the process is not difficult, there can be roadblocks depending on how your eCommerce store is set up. If Google Merchant Center is set up and receiving your store’s feed, hook it up to your new Shopping campaign and Google will do the rest — no need to target or create ads.
If you sell products rather than services, and you have an online storefront for customers to complete their purchases, Google Shopping might be an ideal choice for you. Your ads will appear not only when users specifically search within Google Shopping, but also when a regular search triggers Google Shopping results.
When should you use Google Shopping?
- If you have an eCommerce store
Video
Advertise on YouTube with Video campaigns on Google Adwords. You can choose ad formats that serve as an option to skip the ad after five seconds or as a six-second buffer between videos. Campaign features allow you to extend ads with shopping campaigns and with mobile app installs. The campaign setting is straightforward here, but there are a few options to select to get started.
When should you use Video campaigns?
- For creating placing your commercial video content on YouTube
- If you have video content you want to promote
Universal App Campaign
Easily advertise your app on Search, Display, and Video Networks with the Universal App Campaign. This is the best place to set up advertising for your app because of Google’s reach. Setup is straightforward in this campaign as well, although you will need to add your app and modify your objectives.
When should you use Universal App Campaign?
- If you have a new or existing app
- If you want to drive in-app sales
