Google Ads: online advertising on this major platform

Google Ads is Google 's primary online advertising tool . Its many features allow businesses to reach specific audiences . From generating leads to increasing sales, understanding Google Ads and mastering the platform can undoubtedly be a key to your business's online success !

Types of Google Ads campaigns

Every Google Ads campaign you run must have a specific objective. Depending on the type of business and target audience, the approach will vary. So here is a short guide summarizing the different types of Google Ads campaigns , to help you better understand the differences between each of them.

1. The search network ( Search campaigns )

Perhaps the best known, campaigns using the Google search network have great potential to effectively reach a large number of prospects who may be interested in your brand. This type of campaign , which allows for display at the top of the SERP (search engine results page), is essentially based on targeting specific keywords .

• Goal : To reach people who are already actively looking for products or services similar to those offered by your company.
• Works best for : All businesses, especially those offering specific services or in-demand products.
• Performance Example : Ideal for generating leads or immediate sales , particularly in the legal, medical or specialty product sales sectors.

2. Display Network : Display ads across Google's entire network

Google Display Network campaigns are another powerful marketing tool to consider when thinking about online advertising . Also known as GDN , advertising campaigns on this vast network can reach a very wide audience online. For maximum advertising effectiveness, it is therefore advisable to clearly define the characteristics of your target audience from the very beginning of the campaign.

• Goal: Increase brand awareness by featuring your ads on a wide variety of different websites .
• Works best for : Best results are often achieved by businesses looking to reach a wide audience, regardless of whether they are actively searching for their products or services.
• Performance Example: This advertising strategy is primarily effective for brand exposure , especially for new product launches or awareness campaigns.

3. Google Shopping campaigns

Based on a similar principle to search ads, Google Shopping ads aim to highlight products intended for online sale. Also located at the top of the results page after performing a search, Google Ads Shopping ads allow you to display certain information about the product, including a representative image, the price, the name of the company selling the product, as well as reviews related to the item (if applicable).

• Goal : To present your products directly in Google search results , then directing Internet users to your online store.
• Works best for: Retail and e-commerce businesses with an online store with product catalogs.
• Performance Example : Increases click-through rate and conversions, especially during times of the year when people shop more, such as the holiday season or Black Friday .

4. Video campaigns

Taking the form of video advertisements most often broadcast on YouTube , this type of campaign also has its share of advantages, notably helping to solidify the notoriety and visibility of a brand on the web.

• Purpose : To engage users through video ads on YouTube, as well as other sites.
• Works best for : Brands looking to create an emotional connection or demonstrate a product in action.
• Performance Example : High engagement in entertainment, technology, and everyday products.

5. Google Ads Max Performance Campaign

Focused on driving online advertising performance, the Performance Max campaign offers the unique ability to combine the benefits of other types of advertising campaigns into a single strategy. After configuring the parameters and target audience, the rest of the campaign is automatically managed using Google 's artificial intelligence to optimize results.

• Objective : Maximize ad performance by distributing it across the various advertising channels available on Google Ads .
• Works best for : Businesses looking for an automated and optimized strategy.
• Performance example : Ideal for multi-faceted campaigns, where automation helps manage the complexity of needs more quickly.

6. Application campaigns

Specially designed to highlight mobile applications , these advertising campaigns also use Google 's AI to maximize ad visibility.

• Purpose : To promote a mobile application on platforms such as Google Play , YouTube , and other networks. This encourages users to install, sign up for, or otherwise interact with the application.
• Works best for : Developers and businesses with a mobile app.
• Performance Example : Effectively increases app downloads and user engagement.

7. Local Service Ads

As their name suggests, Local Service Ads aim to make a business known to potential customers located near the physical location of your business or service offering.

• Objective : Promote local services to customers in your region (not available in Quebec).
• Works best for : Campaign type to consider for local service providers, such as plumbers, electricians, or healthcare professionals for example.
• Performance Example : Increases calls and interest from nearby prospects, creating a direct connection with the target customer.

With so many different advertising campaigns to choose from , and even just through Google , it's essential to understand the benefits and specificities of each campaign type. This way, you can then select the best online advertising vehicle for your situation, in line with your own marketing goals. By properly analyzing your needs, you can ensure that every dollar invested in the Google Ads platform truly contributes to the growth and success of your business.

Want to maximize your advertising results with Google?

At Bofu, we help you design, manage, and optimize all types of Google Ads campaigns based on your business objectives. Discover our specialized services:

• Google Ads (SEM) advertising to build a complete and profitable strategy.

• Research campaigns to capture active purchase intentions.

• Display campaigns to expand your reach and strengthen your brand awareness.

• Shopping campaigns to boost your online sales with an optimized product feed.

• Performance Max , the automated solution that combines all Google channels for optimal ROAS.

• YouTube campaigns to inspire and trigger purchase intent through video.

• Discovery campaigns to reach new, high-potential audiences.

• Demand Generation campaigns to drive demand across the entire Google ecosystem.

• App campaigns to increase in-app installs and engagement.

Whatever your objective, we can help you structure effective campaigns adapted to your reality.

Google Bidding Strategies

The key to success with Google Ads is planning. Choosing the right keywords , along with a well-tailored bidding strategy , can make all the difference. Here are the main options available to you if you choose to advertise online with Google Ads .

1. Automated Bidding : Let Google optimize your bids based on various pre-defined targets, such as maximizing clicks or maximizing return on ad spend. Based on these choices, Google 's AI then automatically takes the necessary steps to optimize the results for your keyword campaign.
2. Manual bidding : For more personalized management, you can also choose manual bidding. This option gives you complete control over the amount you're willing to pay for each click. This can be a worthwhile decision, but it's important to first have a clear understanding of the value of each interaction.

Finding the right keywords for a Google Ads campaign

Regardless of the strategy you choose, keyword research will always be a key part of the process. The keywords you choose should be specific and relevant , both to what your business has to offer and to what potential customers are likely to search for online. To help you find the best keywords for your Google Ads style="font-weight: 400;" data-mce-style="font-weight: 400;" data-mce-fragment="1"> campaigns, you may want to consider using the Keyword Planner tool, which is available for free to users.

If you're looking for another keyword research tool that's both effective and comprehensive, SEMRush stands out as a must-have on the market. Its SEO features are numerous, making it ideal for both complementary keyword research and competitive analysis in the online marketing world.

Both powerful and versatile, Semrush is a benchmark SEO tool that can be used in different ways when you are thinking of launching an advertising campaign on Google Ads :

• Advertising Keyword Research : With Semrush , you can not only find relevant keywords for your campaigns, but also get insights into search volume, difficulty, cost per click, and more. The tool also offers a detailed view of keywords that can be targeted for both text ( search ) and display ads .
• Competitor Analysis : To improve your advertising strategies, SEMRush also offers the interesting opportunity to compare your efforts with those of your competitors. You can see their ads, targeted keywords, and landing pages used. This feature can be very useful in gaining a better understanding of what your competitors are doing, allowing you to stand out from them. By properly adapting your advertising strategy, it is always possible to aim for better performance!

Ultimately, this tool presents itself as a relevant addition to any Google Ads advertising campaign , offering a complete understanding of your keyword opportunities but also of the entire competitive landscape. Whether you are looking to launch a new online advertising campaign , or simply optimize an existing one, its integration can undoubtedly help you make more informed decisions and, thus, maximize your return on investment .

The most important thing, of course, is to make sure you understand what your potential customers are looking for, so you can target your Google Ads with the highest level of precision possible.

Performance measurement (KPIs) for Google Ads campaigns

Within its online advertising platform , Google Ads offers various tools and integration options that may be useful for monitoring the performance of your advertising campaigns.

• Google Analytics : For detailed conversion and user journey tracking, this tool is a must-have. By integrating Google Analytics with Google Ads , you can better understand how users interact with your site after clicking on one of your ads. You can provide several performance indicators (KPIs), such as session duration, bounce rate, and total conversions.

• Dashboards and Reports : To track your most important KPIs, it's recommended to customize everything based on your brand's marketing goals. Custom dashboards allow you to get a comprehensive overview of your performance at a glance, while tailored reports allow you to group together the metrics that are most relevant to you, such as cost per click (CPC), conversion rate, or return on advertising investment (ROI), for example.

Status of Google Ads campaigns in the sales funnel (TOFU, MOFU, BOFU)

In order to reach the right audiences at the right time, another essential step is to make sure you align each of your Google Ads campaigns with the different stages of the sales funnel : TOFU / MOFU / BOFU .

For each of these steps, it is indeed possible to hope for certain benefits :

1. TOFU : Improve brand visibility and awareness by attracting a wider audience and establishing a quality initial connection with potential customers.
2. MOFU : Aim for better engagement and consideration from users who have already shown some interest, educate them about the products/services, and guide them towards conversion.
3. BOFU : Optimize conversion rates by maximizing sales and ROI. This is achieved, in particular, by effectively targeting users who are ready to buy, for example, with specific offers and incentives.

Although expected returns may vary somewhat from situation to situation, a well-targeted advertising strategy will certainly lead to increased conversions, brand awareness, and customer loyalty.

Best practices for effective advertising on Google

Before you start implementing an advertising strategy on this platform, here are some best practices that are worth putting forward for optimal results!

1. Accurate Audience Segmentation : It is essential to start by accurately targeting your potential customers based on various key factors such as their interests, geographic location, and several other socio-demographic criteria.
2. A/B Testing : For maximum results, we strongly recommend taking the time to test different versions of your ads to identify the most effective one.
3. Conversion tracking : Regularly tracking your ad performance is essential to ensure your KPIs are always aligned with your marketing goals. This also allows you to adapt, if necessary, and thus optimize the performance of your Google Ads campaigns .

How can the help of a marketing agency optimize your online advertising campaign on Google Ads?

Google Ads is a versatile and powerful platform that offers numerous opportunities to help you achieve your marketing goals. By understanding the different campaign types and applying best practices, you can create effective campaigns that will maximize your investment and accelerate your business growth.

However, achieving success with Google Ads requires a deep understanding of the sales funnel and its various peculiarities. In this sense, hiring a specialized agency can certainly help you achieve better results. Thanks to their in-depth, up-to-date knowledge and extensive experience in the field, marketing agencies are able to make the best decisions to maximize the return on your advertising efforts.

Here are the main advantages of using a specialized agency , such as ours, to aim for the success of your online advertising campaigns:

• A good understanding of the sales funnel to guide potential customers through each stage, creating an engaging Google Ads campaign that will give you maximum results.
• Because our internal and external teams specialize in content creation, we ensure we deliver content that directly addresses the needs and desires of prospects. Whether through persuasive copy, eye-catching images, or engaging videos, we produce content that is effective in terms of conversion .
• We also ensure that our clients are guided towards an advertising campaign that is consistent with the company's marketing strategy and brand image style="font-weight: 400;" data-mce-style="font-weight: 400;" data-mce-fragment="1">. Each element of the campaign is therefore chosen to serve the overall strategy, ensuring in particular that the messages conveyed are well understood and that the objectives are effectively achieved.
• Creating , tracking , and optimizing advertising campaigns is our specialty. For each step of the process, we make sure to use proven methods that will impact the success of your goals.
• With the data collected and advanced analytics , a marketing agency can help you guide your advertising strategy and adjust it as needed to accelerate business growth .

At Bofu , we have chosen to favor an approach that is both customer-centric, data-driven and always guided by a well-defined strategy. We therefore work closely with our clients to understand their market, their needs , their objectives and the right target audience. By gathering this valuable information, we then set up Google Ads campaigns that will appeal to you and, above all, bring you tangible results . By focusing on content that converts and aligning all actions with the sales funnel, we ensure that the money invested in your various advertising campaigns really benefits the influence of your business.

Conclusion

Google Ads is an essential tool for online advertising, offering a variety of campaigns to reach specific audiences and achieve various marketing objectives. Understanding and mastering Google Ads is crucial to a business's online success.

Campaign types include Search Network, Display Network, Google Shopping, Video Campaigns, Performance Max, App Campaigns, and Local Service Ads, each with its own specific goals and benefits.

Bidding strategies on Google Ads, researching relevant keywords, and using tools like SEMRush are also key elements for optimizing campaigns.

It's important to measure campaign performance using KPIs and align campaigns with the different stages of the sales funnel. Best practices for effective advertising include accurate audience segmentation, A/B testing, and regular conversion tracking.

Hiring a specialized marketing agency can further optimize Google Ads campaigns, providing in-depth expertise and customized strategies to maximize ROI and accelerate business growth.