Effective Paid Search Campaigns
Now that you’ve decided to begin your journey to understand Paid Search (if you haven’t started your journey, begin here for an intro to Paid Search), let’s take a step out into the AdWords jungle. It is time that you learn about the highest level of Paid Search: campaigns.
What Are Campaigns?
Campaigns are the highest level within an AdWords account. They are the basic way that your account is organized. Think of these as your goals. What do you want to accomplish?
Within the campaign, you can specify certain settings such as:
- The times and days you want your ad displayed
- How much you want to spend per day
- The locations that you want to target
Within these campaigns, you can use multiple ad groups to even further segment the goals that you want to accomplish. For example, for a campaign for shirts, you can organize them into tank tops, long sleeved, and t-shirts in the ad group level.
From there, keywords and ads can be added to further accomplish those goals. The keywords should fit into those ad group’s categories. For example, if you have an ad group about men’s tank tops, you may have keywords such as “yellow men’s tank tops” or “black men’s tank tops” in there.
Types of Paid Search Campaigns
There are several types of campaigns within AdWords:
Search Network Campaigns
Ads within the Search Network are the most basic ads. They appear only as text. Advertisements in the Search Network show up when someone enters a search query into Google (or search partners such as AOL). This can be used for a variety of goals—from branding to leads or purchases. It uses keywords in order to determine when your advertisement is relevant and will be triggered.
Note: PPC Me Now’s focus will mainly be on the Search Network.
Display Network Campaigns
Ads within the Display Network can be either custom-made or it can be a text advertisement, depending on how the advertisement is targeted. These ads show up on:
- Websites that show relevant Google ads
- Google Finance
You can choose where you want your ads to show up as well as target based on demographics, topics, or even past visits to your website.
These campaigns are best suited for targeting people that left your website without converting, purchasing, or even those who may convert again within a specified amount of time. It can also help raise brand or product awareness.
In order to have products appear on Google’s search page, a form of advertisement called “Shopping Campaigns” must be set up in your AdWords account. Shopping campaigns are typically used for e-commerce websites and have their own type of ads that display the image of the product, the price, company name, and maybe even a special promotion. These campaigns can be tricky if you do not understand AdWords.
Utilizing the Shopping Channel may help you to reach customers who may not have known about your products, increasing both site traffic and qualified leads.
This allows you to advertise on YouTube, the second largest search engine in the world. There are many benefits to advertising on YouTube. From connecting with an audience and reaching your target audience to being able to easily measure success (in comparison to TV ads, it is much cheaper and you can see when someone clicked on your ad or even completed a conversion on your website).
Still Have Questions?
We can help set up any of the above campaigns for you. Feel free to contact us today; we would love to help!
Next week, I will be discussing ad groups, so tune-in and get ready to go deeper into the AdWords jungle with our PPC Me Now series every Thursday on the Blue Corona blog.
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About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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