Google Ads (PPC) Services
If you see an Ad for a company's landing page that is ranking at the first, second, or even third search results on a Google Search, it's not only good SEO practices showing results, but rather the company is likely using a Google Ads Campaign to gain ranks to the very top in the "Sponsored" section.
By using Google Ads, you must pay to have a Google Ad campaign ran for your business. This ad will be displayed to customers who search for relevant keywords, or terms on Google Search and Google Maps. Google Ads is a key digital marketing tool that is used to gain meaningful ad copy in front of its target audience. CM & CM Marketing LLC wants to help guide your business with Google Ads by campaigns that will increase your customer flow, direct more visitors to your website, and guide people towards your company. We have six (6) ways to go about landing you a solid, well strategized campaign for you Google Ads.
Google Ad Campaigning
Google Ads is an online advertising campaigns platform that lets you target your ads campaign to the type of customers you want, along with filtering out those you do not! When advertisers use Google Ads, they can use different targeting methods to reach potential customers at the very moment when they are searching for your product or services. Google Ads can be the difference between someone even know who your business is or what they do, verses going to the competition because you have no online presences. By making sure you and your company are taken care of, in this department, our teams of skilled marketers will help you build your Google Ads Campaigns and you will see more customers for your company, and with new customers and new leads, you will get new sales on top of your current users.
How does this all work?
Now that you have an idea of what Google Ads is, you many be wondering how you use it, or how it works. When you take hold of your first campaign this Google Ads campaigns journey with CM & CM Marketing LLC, you must first tell us the direction and goal you are trying to achieve. The starting point of your quest. We want to know, are you trying to increase calls to your business? Are you trying to direct more visitors to your store? Or, are you guiding new customers to your website or company landing page? Regardless of the direction, we can help your business meet these needs and work close together with you to get the job done, with the results you are wanting.
All 9 types of Google Ads, Explained
Search Ads
What are Search Ads? Search Ads are a text based ads campaign that resemble standard link listings in the Google SERP, complete with the usual elements like website name, page title tag, and meta descriptions. These are normal labeled as, the "sponsored" results for the keywords in feed. These sponsored results are shown above all of the Google Maps pack and the other organic search results.
You many want to note down that Search Ads are also subject to some of the same guidelines as the organic search link options when on Google. Paired with the maximum cost-per-click (CPC) daily budget, the performance and relevant keywords of your ad factor into its "Quality Score". This is something that is calculated by using three (3) factors that are related to your link.
- The Expected click-through rate
- The Relevance of user search intent
- The Landing Page's Relevance
If you set your Google Ads Account for a higher CPC budget, you will, in turn, have a better shot at getting these ads listed at the first posts on the search engine page above competition sponsored links. On the other hand, a lower quality score, with a lower budget, could result in these links littered throughout the search ads results and be found lower on the page. The new users would have to scroll down a good bit to see your paid ad.
How to create a Google Search Ads Campaign
(1) First, select a goal for the campaign and some way to get the user to take action. Also think about how you would like to reach this goal, through website visits, phone calls, or form submissions. (2) Second, make sure to set your bidding strategy and focus, relevant conversations, conversion value, or clicks per cost. (3) Next, set up your campaigns settings, and also include which display networks to display ads on. This includes searching and/or display ads, locations, languages, and the audience segments. (4) Then, Make sure to enter keywords to target, or you can easily select them from an auto-generated suggestions tab from the Google Ads Account. (5) Also, you must make sure to enter ad campaign features like a URL, headlines, descriptions, business name, logos, and callouts. (6) Always make sure all of this information is 100 % accurate. Lastly, set an average costs, target cost, or daily budget for your Google Ads Account.
Things to Remember
Search Ads are located throughout the Google Search Results. They are best for promoting website and webpages related to targeted keywords. The cost per click is medium compared to the cost amounts of other paid ads. The key features for this ad type is cost efficient for the ad, they are text based not using images or video, and these ad types are highly targeted using real time search queries which means that people will see your ads at the exact moment when they are looking for that service.
Display Ads campaigns
What are display ads? Do you ever have that feeling that someone is watching you? Or maybe someone is listening in on your phone, then repeatedly showing you ads for something you actually Google Searched yesterday? That is because they are watching and listening. Google is tracking everything you do on the web and this is how display ads work. Display ads are presenting users with visual advertising campaigns all across multiple devices and locations around the web.
Display ads operate on the Display Network, which spans throughout millions of apps and websites, and covers properties Google owns like Gmail and YouTube. These types of ads can show up as banner ads at the top of a website. They can also be stacked along side of a website, or even weaved throughout the texting of the body of the webpage, app ads, or interface of the display network.
These visual ads and third party websites give users the chance to click on the ads choices icon to close the ad or give feedback for the ad. Google display ads allow Google to pick which ads to display based on the relevance of the webpage, the user's browser history, and how the user's activities on their Google Account fit into the market categories of the advertisers choosing.
The cons to these ad types are presented as that a user is trying to go onto a webpage and see what it has to offer. These ads are popping up in the view of the user and can become rather annoying. This leads to new users clicking the "X" instead of seeing what they have to offer. The upside to this is that this ad type is like a digital billboard that allows the users to see on their virtual road trip, spreading the brand awareness of your business.
How to Create A Google Display Ad Campaign
(1) First, select a goal for the campaign and some way to get the user to take action. Also think about how you would like to reach this goal, through website visits, phone calls, or form submissions. (2) Next, make sure to set up all of your basic campaign details such as location, languages, and a display schedule for your new Google ads. (3) Then, On your Google Ads Account, make sure to set up an average daily budget sheet, along with a bidding preference like a bid focus for an ad group and budget cost per conversion. (4) Also, Make sure to always use automatically optimized targeting or targeting specific ad groups parameters such as the audience segments, topics for the Google AdWords, and other relevant keywords. (5) Finally, you can create the ad by making sure to fill out all details such as business name, images, logos, videos, headlines and descriptions.
Things to Remember
Just remember that display ad groups are found all over through webpages and Google SERP display network areas such as YouTube ads and app installs. These ad types are best for building awareness to new markets across content formats such as the YouTube homepage.
The cost of this ad type is on the lower end of the price points, when dealing with ads. These types of ads are visually oriented allowing the user to see what is being advertised to then act on it. These types of ads follow users across their Google Account, stretching across millions, and we do mean millions, of apps and webpages, including Google properties.
Shopping Ads Campaigns
What are shopping ads? ? How can they help my business? Shopping ads are different from a search ad in a few ways. One (1) way being that search ad material is filled out from scratch with an original copy, while search ad material is pulled data from product feeds in the Google Merchant Center. Sellers and other ecommerce webpages with physical inventory can use these auto-populated ads to convert sales in a variety of a Google ads account. Shopping ads can be used in:
Because shopping ads are created from up to date product data in the Merchant Center of Google ads account information, these Google ads include a straight forward of basic information rather than a created copy. Each one of these ads measure results in price, sales notices, price cuts, user ratings, brand naming, and product naming. These Google ads also show a picture to further entice the users.
How to Create a Google Shopping ads Campaign
(1) First, make sure to set an objective and a conversation goal first. Then make sure you connect your Merchant Center Account, or select a previously connected account. If you also have other specific feeds you want to target, always make sure you select those and have everything pre-planned out. (2) Next, always make sure you are picking out your campaign preferences such as networks, inventory filters, localization, budget, and bidding type for your Google ads. (3) Lastly, you want to make sure you are naming your ad group. Also, do not forget to set a daily bidding limit for each group of ads because they are automatically generated based on your Merchant profile with your Google ads account.
Things to Remember
Always remember that a shopping ad, using Google Ads, is always best for selling physical products that are included on the Google Merchant Center. These types of ads are located throughout Google Shopping, Google SERP, Google Images, Google Maps, and other search partnered results.
These types of ads are very cheap compared to other Google ads, and they also include strong content for users due to the product images included with the links. These ads also auto populate using Google Merchant Center data, appearing across Google properties and other search partners.
These Video Ads are not limited to the Google Properties available, but also through other platform product listings, due to the video partners network. The outreach is to other apps, games, and websites that have undergone a critical screening process for factors like video quality score, available ad management platform, and monetization practices. Because these third party websites are for Video ads only, it is used for every content listed above except for in feed and masthead ads.
How to Create a Google Video Ads Campaign
(1) First, always make sure to select the general settings for your ads such as location, languages, bid strategies, and other display networks. (2) Next, make sure to find out which ad group you are wanting to be in, the audience you are trying to appeal to, and other advanced settings like optimized targeting and keywords. (3) Then, make sure to search for an existing YouTube video or upload a new video for new customers. (4) Finally, make sure you are entering your ad details such as a call to action button, a headline and a long headline, description, and the target URL.
Things to Remember
Always remember that these types of Google ads are best for promoting video content or reaching out to highly engaged users with a dynamic video. The location in which these Google ads will be placed are before, during, and after a video is played on YouTube. These types of Google ads are low in the cost per lead as well.
App Ads
What are App Ads? These Google ads work the same way as a shopping ad does, as though you are typically promoting or selling an app. Instead of prompting you to design ads from the ground up, Google will just have you enter in basic text information, set your language preferences, and then determine a budget cost. Google then takes all the data from your App Play Store listings and then automatically test different layouts and combinations to then display the best possible outcome for the relevant keywords.
App Ads Campaigns come in three (3) different goal based varieties which include App Installs, App Engagement, and App Pre-Registration. App Installs want users to install an existing app they have not yet installed before. App engagement is where advertisers target users who have already downloaded their app, prompting them to take specific actions within the apps. Lastly, App Pre-Registration, of course, is when advertisers can target Android users during the pre-launch phase of their app, then prompt them to pre-register for it in the App Play Store.
How to Create a Google App Ads Campaign
(1) First, make sure to search for the app you want to advertise with, then make sure to select one of the campaign subtypes, along with the preferences of IOS or Android mobile platforms. (2) Next, make sure you are selecting general campaign settings, making sure to include display locations, languages, and a date range to run the Google ads. (3) Then, make sure to set an average daily budget, along with an overall bidding strategy. (4) And finally, make sure to designate product grouping and other assets like URLs, headlines, can some sort of call to action for the Google Ads Account.
Things to Remember
Always remember that Google App Ad is best for promoting an existing app, or an app that is going to be pre-launched. Also remember that this last option is for Android only. These types of Google Ads are a little more pricey than the others but will definitely reach the audience you are after, if you have a well thought out strategy. App Google ads are located in the Play store search results, Play store suggestions, Google SERP, YouTube Feeds, Google Discover, and across the Google Search Partner Network.
Discovery Ads
What are Discovery Ads? Discovery Ads use scalable, targeted machine learning. Through AI, discovery ads use customers intent signals, along with your own predetermined bidding and conversation goals. Using these things, Google tailors Discovery ads to end users automatically.
Advertisers often use some sort of image, or images, headlines, a logo, descriptive copy, and a business name. Google also uses them to iterate Google ads across the advertising surfaces. Discovery ads can be found on YouTube's homepage and Watch Next Feed, other discovery feeds, and Gmail's Promotions and Social tabs. These types of Google Ads, or Google Ads Campaign, can represent a higher conversion rate because they are already in the browsing space and are naturally closer to the buying decision phase of the user.
Hot to Create a Google Discovery Ad Campaign
(1) First, make sure to set all general campaign parameters such as language, region, bidding types, and your budget for the Google ads. (2) Next, create an audience segment to target for your Google ads. (3) Finally, you will want to upload images and logos to your Google ads. Make sure to add headlines and descriptions to your Google ads, up to five (5) is the maximum each. Also, do not forget to make sure you have your landing pages URL for your new customers, along with a call to action to get them motivated.
Things to Remember
Always remember discovery ads are best for targeting users are purchase ready, and they do so with visual oriented, automated ads. These types of Google ads are very cheap, on the Google ads scale of pricing, and be very affordable and effective. These types of Google ads can be found on the Google Discover Feed, YouTube's homepage and Watch Next Feeds, and Gmail Promotions and Social tabs. These Google ads use AI to automatically tailor the ads, including multiple image items to entice the user, along with a call to action.
Local Services Ads
What are local service ads? Local service ads are not part of the core Google ads hub, by regardless, they are ads none the same. As long as you are meeting Google licenses, insurance, and background check requirements, advertisers with localized products and services can build these campaigns within the Local Services Ads hub.
These local businesses that can advertise using this Local Services Ads can then get their businesses listed at the top of the Google SERP and Google Maps related search results. If you are in the U.S., users who click on those ads are then allowed to call or message the businesses directly. Users get the benefit of quality businesses to show up first to choose from, while this also ensures the advertisers are getting the highly targeted, purchase ready customers they are looking for.
How to Create a Google Local Services Ads Campaign
(1) First, a business that has local services to offer must pass the eligibility for the Google Local Services Ads Program. They must do so by filling out a general form and creating a business profile. Once, and if, approved, a Google representative will reach out to the business for the next steps. (2) Next, you can fill out all the general details of the business. These items include, businesses name, registration name, contact information, owner name, and address of the business. (3) Finally, make sure to designate your service area, service types, and the businesses hours.
Things to Remember
Always remember that these types of Google ads are geographically specific for the products or services due to the localization of the leads and customers. These types of Google ads are located on the Google SERPS and in the Google Maps section of the browsers. These Google ads can also be on the more pricey side of the spectrum, but can result in a higher return.
Performance Max Ads
What are Performance max ads? Performance max ads are unlike most of the above types of Google ads. They combine advertisers goals and assets with Google AI and machine learning to optimize Google ads on all of the Google advertising channels.
Performance Max was launched in the late 2021, and since then, it has become clear that Google sees this as the future of it's ad offerings. This is easy to see why of course because Performance max ads campaigns generally allows advertisers to prioritize conversion goals such as sales, leads, and website traffic, then designates an asset group. This asset group includes images, videos, headlines, descriptions, logos, and an audience signal. Google then pours all of this into one big "mixing pot". These ingredients are then mixed around and poured out into these, completed Google ads that are tailored to each and every channel.
This is every sought after due to the advertisers really do not have to do much. They do not have to decide what kind of ad they want to run, but rather, they just give Google the elements they want to put in the ads, then Google figures out the rest. Due to this AI programming, Google can ensure that these ads are landing right in front of the most qualified users over time.
How to Create Google Performance Max Campaigns
(1) To create Google Performance Max Campaigns, you must first select a campaign objective and some sort of conversation action. (2) Second, make sure to designate some sort of bidding plan, an optional cost per bidding action, and a preference of bidding only for new customers, or existing customers. (3) Next, make sure to toggle through all the general campaign settings such as languages, location, and if you want Google to be allowed to create assets automatically. (4) Then, make sure to include all of your branding such as the target URL, images, logos, videos, headlines, long headlines, and description. (5) Finally, do not forget to designate an average daily budget so you do not go over your budget limits.
Things to Remember
Always remember that Google Performance max campaigns is best for creating channel agnostic ads that are automatically optimized for the target audiences across all of the Google Ads Platform. This ad type can be found all over the Google ads channels, and likewise it is the most pricey. Of course this is due to the self automation of it and the lack of actual work done by the advertisers.
Smart Ads
What are Google Smart Ads? Google Smart ads are very similar to Google Performance Max ads, but, unfortunately, they are a little more limited to what they can do. While Performance max ads allow you to be more on the "hand off" approach, having AI do everything for you, Smart ads require you to be a little more attentive. Smart ads still incorporate useful AI features and cross channel posting, but you will still need to start with an original copy of images, video, audience preferences, keyword themes, and bidding specifications.
After you have punched in all this information, Google will automatically display ads across search partner sites and the Google Search ads platforms such as SERP, Maps, YouTube, and Gmail. Smart ad campaigns are usually centralized hubs and they help advertisers reach specific goals. These goals include things such as increasing video views, driving web traffic, and also growing localized leads. They do so, also, without having to create separate campaigns for each relevant channel.
How to Create a Google Smart Ad Campaign
(1) First make sure you input your domain, then connect to any related Google Ads Account. Second, make sure to choose your campaign goals so that you generate leads, user visits, and views that relate to your ad. (2) Next, do not forget to review your auto-generated headlines and descriptions and adjust them to your liking. (3) Then you will make sure to select your relevant keyword themes and the region where you want your ad to appear. (4) And, finally, make sure to set your daily budget.
Things to Remember
Always remember that Google Smart Ads are best for executing goal related campaigns that prioritize rather than advertising channels. If you are looking for Smart ads, they will be located on Google SERP, Google Maps, YouTube, Gmail, and other search partner sites. The cost of these ad types are on the medium side of pricing, just under the cost of Performance max ad types and require a little more hands on, but may result in more clicks in the long run.
How to Choose the Right Google Ad Options For Your Business
If you are looking to run Google Ads, or some sort of Google Ads Campaign, but you do not know how to do so, I hope that this information can help you figure it out. If things like PPC, keyword, SERP, or anything else that is not familiar to you and you want someone to do it for you, CM & CM Marketing LLC would be happy to help you get on your path to a successful Google Ads Account.
We can make sure that your Google Ads Campaign has a high quality score, along with a team that can measure results using the data at hand. We will manage your Google Account and gain you new Google ads that work! Google owns these platforms, but we know how to run them and make sure that when a user, or as we like to call them "future customers", is searching for your service or product, we get you found!
If you have never used Google ads, and you are a new Google ads account user, just remember, Google ads works, and they will work for you! New Google Ads are being made every day, from Google Display ads to Google Shopping ads, and these PPC Campaigns are getting quality score results by the minute. Take advantage today and get your ads on Google SERP and get found! We will guide you through this Google Ads journey, making sure you are the hero/heroess of your story, because you are and we want you to see it!
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