The HOW TO advertise your business in Google. Google Ads strategy guide.

 It’s true that when you start your Google Campaigns is that you discover how hard it is to generate profits with Google Ads.

There are many options that you should consider, and the possibility of losing money is strong. That’s when you have to develop an approach to deal with each ad format, usually a combination of different ads and tactics.

To perform well in Google Ads, you need to set up and stick to your strategy: 

You need to know very well who your customer is and how you will reach him.

We need to show you how to think more strategically about Google Ads and how using different ads on the Google Ads platform is a killer mix.

Why to advertise on Google?

Google Ads is a platform of too many options. Knowing where to perform means deciding which campaign types you’ll be using.

There are four main campaign types: 

  1. Search,
  2. Shopping, 
  3. Display (recently Discovery campaigns were added to this option)
  4. Video campaigns.

Each campaign format can work for your business/brand if you handle them correctly. That’s because all these campaigns reach your potential buyers at different stages of the funnel.

It’s essential to keep things as straightforward as possible while showing the various consideration stages:

  1. See stage – people are ignorant of a problem & your solutions
  2. Think stage – people are informed of a problem & comparing solutions
  3. Do stage– people are actively looking to buy

So let’s go stage by stage to explore the most effective campaigns starting from the easiest one, the Do stage, where customers are ready to make a purchase.

The Do Stage

People in this stage are likely to make the payment. They know they need something, they have done their research, and they are looking to purchase. They just aren’t sure whom to buy from.

The goal of the stage: To make purchases

Targeting

You can find t our target audience by looking at who shows the highest purchase intent to your eshop.

That can be achieved by investigating types of search queries (specific product searches or behavior of browsing products on your site).

Creative

You can be direct in the message you will use. It’s your opportunity to convince your target audience that you are the best option to make the buy from you. You can land them directly on your product and category pages and generate transactions.

There are many different aspects that consumers will consider before continue to purchase: price, product, the integrity of the site, the delivery time, the shipping costs and the payment options, etc. You need to be to the customer’s desire before he or she will click on BUY.

Types of campaigns

Search campaigns

  • Branded search is a campaign that targets your brand name. Usually the cheapest and most profitable campaigns.
  • Competitor brand is a campaign targeting your competitor’s brand. Proved that annoy your competitors and doesn’t always work.
  • Product brand search is useful if you’re selling other brands. You can use some of their brand power and run campaigns targeting searches for the brand/product/SKUs that you are selling. Often the most competitive keywords are used because you’re competing with other sites selling alike products. 
  • Remarketing Lists for search ads campaigns allow you to target people that have visited your site/e-shop and are searching again in Google. You can use a bid adjustment for this specific audience in your regular search campaigns.

Shopping campaigns

Like Search campaigns, you can also target brand and product brand search queries.

  • Branded shopping campaigns usually work if you’re a big brand. People would search for store name and the product
  • Product brand shopping campaigns are used for product labels or actual products of your eshop

Display campaigns

Remarketing campaigns target people that have visited already your site.

You can either show a static banner (regular remarketing campaigns) or the specific products the visitor was looking at, (dynamic remarketing).

KPIs

Conversions, CPA (Cost per acquisition), Revenue, ROAS, and profit

We change the way to reach your customers through Google ads strategy

The Think Stage

In this stage, you’re one step away from the desirable sale. You will reach people who know they have a specific need or want something, but they’re just unsure of the context.

The Goal of the Think Stage? Generate traffic and get potential customers to engage with your brand and site. 

Targeting

You need to reach people who will visit your site and consider buying your products or using your services. when they are ready to make a purchase, your e-shop will be at the top of their minds.

Creative

The creative elements of the different types of ads you create in this stage can vary.

For search, your message needs to be clear and concise, communicating what people are searching for.

But it becomes more complicated with Display and YouTube campaigns. The audience you’re contacting with ads isn’t (at that time) looking for your products.

So a banner or video saying: “check out our remarkable products” won’t work.

You have to interrupt what they are doing and grab their attention with a different offer or call to action.

You may need alternatives to product pages that will be of interest and benefit your store and customers (buying guides, comparisons, newsletters, wish lists)

Types of campaigns

Search campaigns

Unbranded, category search campaigns targeting people that show slight purchase intention. Searches for the categories, problems, or solutions. These clicks can get expensive. It would be best if you confirm that your bidding strategy shows the actual value of these visitors.

Shopping campaigns

Unbranded shopping campaigns operate very similarly to search. You should control your Shopping campaigns on a keyword level and set correct bids to catch these searches, but not overpay for them.

Display campaigns

You will display banners with attractive offers to people on Google’s Network of 3rd party websites.

Display campaigns have different options on how to find the perfect public:

  • Google Ads standards: geography, topics, interests, demographics, etc.
  • Similar audiences: allow you to target people with similar characteristics with Remarketing audiences
  • Customer Match: uploading email lists and target targeted people with response rates a lot higher.

YouTube campaigns

There are different YouTube video ad formats, but the basic idea is very similar: create something worth interrupting people.

Properly interrupting is the biggest obstacle for businesses to start with YouTube ads because it requires creativity to develop something extraordinary.

At this stage, you need to push people towards your brand. So it’s not an absolute branding campaign but an advertisement with a clear call-to-action.

KPIs

CTR, Page depth, Assisted conversions

The See Stage

The audience at this stage might not even be thinking about buying something.

Goal: To increase awareness for your brand. 

Targeting

People are not searching for something specific; you are building up awareness for a later stage.

Since there is no intention, you’ll mainly target interests, demographic, or location criteria.

Creative

The goal here it’s to present your brand and what you stand for to your client. You try to relate with your customers over a feeling or something convenient.

Consider that investments you make in brand awareness today might result in a much higher CTR in a couple of months, it’s a long-term play.

Types of campaigns

Display campaigns

Your banner should make people more familiar with your brand and what you stand for.

Video campaigns

In general, people use YouTube to have a good time or to learn something.

So humor or a how-to ad is very efficient in creating good videos. Go with what makes you weird and distinctive.

KPIs

Ad recall of your ad and your brand and it can also be combined with increased organic traffic.

To sum up

Following the different stages’ breakdown will help you discover some gaps in your Google Ads strategy.

Consider all the types of campaigns. You will understand the infrastructure (content, creative assets, website features) effectively and make your business more robust in the long term.

We are here to help you! Contact us to create your Google ads strategy today!