How to Know Which Type of Google Ads Campaign Are Best For Your Business!
After reading the last couple blogs, you probably learned a little bit about Google, and why it is the platform leader for PPC advertising. Well did you know that Google has multiple types of PPC advertising available?
In this blog, we will review the different types of PPC advertising that Google offers. Some of these different types of PPC advertising that Google offers are search, video (YouTube), shopping, display, and Performance Max campaigns. This article will ensure that you can make an informed and educated decision about what kind of advertising to ask for more information, the next time you sit down with your digital marketing specialist.
What is PPC Advertising?
So what is PPC advertising exactly? PPC stands for “Pay-Per-Click” advertising, where you pay for each individual click that your campaign gets you. The reason for this is that you are competing for those clicks with other competitors in your service areas, since those clicks often lead to conversions.
Google Search Campaigns
So now that we have a little better understanding of PPC advertising, let's look at the most popular version of PPC advertising that Google offers, which is search advertising. This is what most people have in mind when they think of Google advertising. These are the ads that say “Sponsored” at the top of the page when people search something on Google. This form of advertising is very effective because it is often when an individual is ready to convert or make a purchase. Since it is often used by companies looking to convert an individual ready to make a purchase, you are competing with them for the individuals click at the top of the page. The more competition you have in your area, the higher the Cost-Per-Click will be. However, if they do not convert and make a purchase it still gives you an opportunity to tell your target audience more about your business and how you can help solve their problem, while creating brand awareness and instilling trust. This form of advertising is versatile at driving many different forms of interactions, but I think it mainly benefits companies that offer services.
Google Shopping Campaigns
A second form of PPC advertising that Google offers is shopping ads. This is when you generally search for a product or product category, and Google pulls prices for the items that the search was looking for. This helps put your products right in front of a potential customer, where you can get the customer the basic information they are looking for without having to pay for them to see your ad, unless they click on it. This can be extremely beneficial to some companies since a customer that clicks on an ad with information like pricing on an item they are already looking for, are more likely to convert. As you may have noticed throughout this paragraph, I have said that they are good for products, but haven’t mentioned services. This is because Shopping ads are much less versatile in the types of things it can promote compared to Google Search ads.
What is CPM Advertising?
Now the previous two services that we reviewed have been PPC based, but these next two forms of advertising that we review from Google are going to be Cost-Per-Mille based. Cost Per Mille, or CPM, equates to how much you have to spend in order for your advertisement to be shown 1,000 times. CPM Advertising generally costs much less than PPC advertising. However, the leads generated from CPM marketing aren’t as high of quality as PPC advertising.
Google Video Campaigns
So the first of the CPM based advertisements that Google offers, is Video Advertisements. Now Google video advertisements can come in a multitude of ways like through skippable ads on YouTube, unskippable commercials for YouTubeTV, videos on apps, and more! Video advertisements can be great for companies looking to get in front of their direct target audience. The reason for this is because Google’s tracking has historically been pretty good, although we have lost some features that gave us some specific demographic data over the past few years, due to privacy laws being passed. Another reason that Google Video Ads are good, is because it allows your company to not only reach your audience through video format, but it allows you to either directly attach a link to your ads or put a QR code on the screen for your audience to scan. With more people switching over from traditional forms of media to digital forms of media like social media and streaming, Video Ads through Google are becoming more popular. (Ask us about our Connected TV or CTV services.)
Google Display Campaigns
Wrapping up the CPM side of Google Advertising, we will review what display ads are. Display ads are similar to video ads because you only pay for however many times your ads are shown. So what are Display Ads exactly? Well Display ads are advertisements that are shown primarily through the image section of Google. So if an individual is looking for a picture of something they are looking at buying, you can have your product shown to them by optimizing keywords. This is all in hopes they click on it to see where it is coming from, so needless to say that the conversion rate on these forms of advertising aren’t very high, also because there isn’t much text for you to provide more information. However, if you have a product that is highly sought after, like a common product, these ads can be beneficial since you are not paying for each individual click, you have a chance of getting multiple conversions at a fraction of the cost for a PPC campaign.
Performance Max Campaigns
Lastly, as a bonus for you small business owners, is Performance Max Campaigns. Performance Max campaigns combine all of the previously mentioned forms of advertising into one campaign. These campaigns are powered by Google’s AI and algorithms, mainly aimed at small business owners that manage their own campaigns in order to save them time. In order to create a Performance Max campaign, you supply different assets that the system uses to automatically generate ads for you. Some examples of these are if you provide the system with a few pictures, prices, and a landing page, then the system can automatically generate shopping and display ads for you. If you add a few headlines promoting your services, and a description of the service then the system can automatically generate search ads for you. Sounds great, so what is the downside to these forms of advertising? Well since you are essentially allowing Google to manage your campaign (who is also managing thousands of other companies campaign), these is no guarantee that Google is optimizing your ad spend. The reason is because what is optimal for Google, is not the same as what is optimal for your business. So by hiring a digital marketing expert, you can have them create all the different forms of advertising campaigns you would like, with the guarantee that your ad spend will be optimally spent to deliver your business conversions.
Recap
Throughout this blog, we learned a little bit about different formats of advertising like PPC, CPM, and Performance max campaigns. We also broke down what PPC and CPM campaigns are, and some of the different kinds of campaigns that you are able to run. If you would like to contact the author of this blog, Logan Syrios, you can do so using the links below. If you would like to run an advertising campaign, or learn more about what kinds of digital advertising options are best suited for your business, then please schedule a meeting using the contact page of the Syrios Solutions website.
Email: logan@syriossolutions.com
Phone: (330) 203 -1577
Website: https://www.syriossolutions.com/contact
LinkedIn: https://www.linkedin.com/in/logan-syrios-263a0a195/
