Google Ads Playbook & Its Campaign Types

Google Ads

Google Ads is arguably one of the most overlooked advertising sites to pay for. Most company owners endorse their goods with sponsored posts on social media platforms such as Twitter. However, underuse Google Ads, given the unique ability it provides to explicitly market their products and services to customers actively searching for them.

Google Ads is putting your fingertips on a wide range of advertising tools. This also offers you the access to users of the world’s two biggest search engines, respectively Google and YouTube, and a network of millions of advertisement websites.

Unfortunately, there is a complicated interface and a steep learning curve at Google Ads. If you do not know what you are doing, then you may end up targeting an audience too broadly and spending money without turning a profit.

Google Ads Campaign Types:

1. Branded Search

Google branded search campaign

Goal: Catch searchers actively searching by name for your brand.

Relevance to audience: High. (They’re searching for you.)

Approx. cost per click: Low (~$0.25 to $3.00).

ROAS Expectations: High (3:1 to 30:1). They are looking specifically for your brand.

KPIs: Profitability, number of orders.

Scalability: That will depend on how well your brand is built. This will also rely on how many customers are searching for you, which can be pushed up by other marketing campaigns that raise awareness of the brand.

Implementation is simple: When you are not familiar with search engine marketing, this form of strategy can be hard to execute. It can need resources in-house. But branded search isn’t that labor-intensive to manage, so, if you can, make this a priority.

2. Non-branded Search (Generic)

Google ads non-branded search example

Goal: Generating eligible purpose-based traffic, and potentially new consumers, through ads to people who may purchase your goods but may not already know your brand.

Relevance to audience: Low to medium.

Approx. cost per click: Medium to High ~($1 to $20).

ROAS Expectations: Low (0:1 to 3:1, by price, product / market fit, etc.).

KPIs: New company acquisition, sales, traffic, number of orders.

Scalability: Potentially large, depending on the users search volume and terms type.

Ease of implementation: Like for all forms of search campaigns, this one can be difficult. To manage and test your creative and landing pages, these campaigns require lots of human resources, plus a lot of money to drive results. This is best to employ staff to ensure careful management of these promotions.

3. Non-branded Search (Niche)

Goal: Acquisition of new customers from niche audiences which suit your niche products.

Relevance to audience: Medium to high. (The more specialized the market and the better your product addresses the specialized, the more important your market will be.)

Approx. cost per click: Medium to High ($1 to $20, depending on the competition and value of customers/orders to other advertisers.)

ROAS Expectations: Medium (0:1 to 5:1).

KPIs: New customers acquisition, revenue, traffic, number of orders.

Scalability: This would rely on how many users are looking for these keywords, which obviously have smaller viewers compared to broader non-branded searches without these niche modifications.

Ease of implementation: This form of campaign is not easy to conduct, compared to other search campaigns, and will require sufficient resources to set up and sustain. If you don’t understand keyword match styles and how search strategies, advertisements, and landing pages can be designed and optimized, then we would suggest hiring an expert who does (more on that later).

4. Competitor Search

Google competitor search

Goal: To attract potential consumers who may not recognize your company or product by looking for your rivals and putting your company in front of shoppers.

Relevance to audience: Low. (Users are searching for a specific rival, and not your brand.)

Approx. cost per click: Medium to High (~$1 to $20).

ROAS Expectations: Medium (0:1 to 3:1, depending on the competition and whether your competitors bid on the same branded keywords, or their competitors).

KPIs: Traffic, New Customers, Order Number, ROI.

Scalability: This will depend on how big the brand of your competitor is, how many people are looking for it and other marketing activities that increase recognition of it.

Ease of implementation: This one is not easy to do as with all the search campaigns and may be very costly. You’d want dedicated resources to manage this.

5. Google Shopping (Branded)

Nike sneakers shopping ads

Goal: Use your advertised keywords to attract searchers who shop specifically for your products / product categories.

Relevance to audience: High. (They’re searching for you.)

Approx. cost per click: Low (~$0.25 to $3.00).

ROAS Expectations: High (3:1 to 30:1).

KPIs: ROAS, number of orders.

Scalability: This depends on how many users are searching for the brand

6. Google Shopping (non-branded)

Google shopping ads

Goal: To capture searchers looking specifically for the types of products you are selling but not necessarily by name for your branded products.

Audience relevance: Small to medium (they are searching for categories of your product, not actually your products).

Approx. cost per click: Medium (~$0.25 to $20.00).

ROAS Expectations: Medium (0:1 to 5:1).

KPIs: New customer acquisition, revenue, traffic.

Scalability: Generally high but depending on how many shoppers are searching for your products / categories of products.

Ease of implementation: Separating branded and non-branded traffic requires some set-up, but once done then you can have a separate non-branded shopping campaigns and dedicate a specific budget to each.

7. Retargeting (Text, Banner, Video)

Retargeting Google Ads

Goal: Targeted ads to potential customers who have never visited your site, browsed a specific category page, added products to your cart or made a purchase already.

Relevance to audience: High

Approx. cost per click: Low (~$0.25 to $3.00).

ROAS Expectations: High (3:1 to 30:1).

KPIs: ROAS, orders.

Scalability: This will depend on the traffic on the web, or the size of the audience involved in the activity that you are targeting.

Ease of implementation: It’s not too hard to set up this sort of campaign, if you know how to build negative audiences and load advertisements and target them into Google Advertising. Nevertheless, you would want to devote resources to sustain it, as the aim with retargeting is to create a lucrative tool that you can use to turn past visitors into clients. Also, you’ll need your own channel with video assets uploaded to YouTube, if you want to use YouTube retargeting for video ads, too.

8. Display Ads (Topics and Interests)

Google display ads

Goal: To raise awareness of your product or service through ads on Google Display Network sites that relate to a particular subject or category of interest.

Audience relevance: This will depend on the interests and the topic themes you are targeting, and how relevant they are to your product / messaging.

Approx. cost per click: Low to Medium (~$0.25 to $3.00).

ROAS Expectations: Low (0:1 to 2:1).

KPIs: Impressions, clicks, general brand recognition, micro-conversions (email sign-ups, different page views, time on site, physical location visits if you have one), number of orders.

Scalability: Usually high but it depends on the groups you target and the number of sites or users in the Google Display Network that fit those requirements.

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