Google Ads Strategy and Planning
Google Ads
Google Ads covers paid search, video including YouTube and multiple display formats. Google Ads offers solutions that combine multiple formats in a campaign to maximise the performance of app or other conversion goal campaign
Digital Media Transformation (DMT) will help you set out a blueprint for success that is backed by data, insight and best practice. I can help you devise budgets and targets based on your business success goals and show you what can and more importantly what cannot be achieved
Here is a quick overview of the major Google Ads formats:
Paid Search
Paid search, also known as pay-per-click (PPC) advertising, is an online advertising model where advertisers pay a fee each time their ad is clicked on search engine results pages (e.g., Google, Bing). It allows businesses to bid on specific keywords relevant to their products or services, and their ads appear at the top or bottom of search results when users search for those keywords. The goal is to drive targeted traffic to their website and potentially convert those clicks into customers or leads.
Mobile Universal App Campaigns (UAC)
Designed specifically to promote mobile apps across various Google platforms and networks. UAC is an automated format that allows advertisers to reach a broader audience by leveraging Google's machine learning algorithms and vast network reach.
Advertisers only need to provide a few assets, such as ad text, images or videos, a bid, and a budget. Google's algorithms then optimize the ads to deliver them across Google Search, Google Play, YouTube, Google Display Network, and other Google properties, based on the advertiser's goals, target audience, and budget.
Display Campaigns
Allows advertisers to showcase their products, services, or brand on various websites and apps within the Google Display Network (GDN) consisting of millions of partner sites and apps.
Advertisers can create different types of visually engaging ads, such as banner ads, responsive ads, image ads, and interactive ads, to capture the attention of potential customers. These ads can include text, images, animations, and even videos to convey the message effectively.
Advertisers can target their Display campaigns based on various criteria, including demographics, interests, topics, keywords, placements (specific websites or apps), and remarketing (showing ads to people who have previously interacted with their website or app). This level of targeting helps ensure that the ads reach the right audience, increasing the likelihood of engagement and conversions.
YouTube and Video
Allows businesses to promote their products, services, or brand through video ads to a vast and engaged audience.
There are several types of YouTube video ads available in Google Ads:TrueView In-Stream Ads, TrueView Discovery Ads, Non-Skippable In-Stream Ads, Bumper Ads: These are short, non-skippable video ads of up to six seconds that play before or after YouTube videos. They are designed to deliver a quick and impactful message.
YouTube advertising provides powerful targeting options based on demographics, interests, topics, keywords, and placements. Advertisers can reach their desired audience and measure the performance of their video ads through various metrics such as views, clicks, view-through rate, and conversions.
Using YouTube and video ads within Google Ads can be an effective way for businesses to reach a highly engaged audience and promote their products or services through compelling video content.
Performance Max
A campaign type that is designed to deliver the best performance across various Google properties. It is an automated campaign that utilizes Google's machine learning algorithms to optimize ad placements, bids, and creatives to achieve the advertiser's marketing goals.
Performance Max campaigns leverage multiple ad formats, including text, image, video, and responsive ads, to reach audiences across Google Search, Google Display Network, YouTube, Discover, and Gmail. By using various ad formats and placements, Performance Max aims to capture user attention and drive conversions efficiently.
The campaign is centered around performance-based goals, such as driving conversions, leads, or app installations. Advertisers set a budget and a target cost per acquisition (CPA) or return on ad spend (ROAS), and Google's algorithms work to maximize the campaign's performance within those parameters.
