Google Ads is the main online advertising tool put forward by Google . Through its many features, it allows companies to reach specific audiences . From generating leads to increasing sales, having a good understanding of Google Ads , by mastering this platform sufficiently, can undoubtedly prove to be an important key to the online success of your business!
Types of Google Ads campaigns
Each Google Ads campaign put forward must have a specific objective. Depending on the type of business and the target audience, the way of proceeding will not actually be the same. 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 )
Undoubtedly the best known, campaigns using the Google search network have very good potential to effectively reach a large number of prospects who may be interested in your brand . This type of campaign , allowing display at the top of the SERP (search engine results page), is essentially based on targeting specific keywords .
- Objective : 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 specialized product sales sectors.
2. Display Network : display ads across the entire Google network
Campaigns run through the Google Display Network are another powerful marketing tool to consider when thinking about advertising online. Also known as RDG (or GDN in English), advertising campaigns carried out on this vast network can reach a very large audience on the web. For maximum effectiveness in your advertising, it is therefore advisable to clearly define the characteristics of the target audience from the start of the campaign.
- Goal : Increase brand awareness by featuring your ads on a wide variety of different websites.
- Works best for : The best results are often achieved by businesses seeking to reach a broad audience, regardless of whether they are actively searching for their products or services.
- Performance example : This advertising strategy is mainly effective for brand exposure, especially for new product launches or awareness campaigns.
3. Google Shopping campaigns
Based on a principle similar to that of advertisements using the search network, Google Shopping ads aim to promote products intended for sale online. Also located at the top of the results page after carrying out a search, Google Ads Shopping advertisements 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 opinions related to the article (if applicable).
- Objective : 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 year when people shop more like the holiday season or Black Friday/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, helping in particular to solidify the notoriety and visibility of a brand on the web.
- Goal : 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 rates in entertainment, technology and everyday products.
5. Google Ads Max Performance Campaign
Focused on the performance of online advertising to be put forward, the Performance Max campaign offers the particularity of combining the benefits of other types of advertising campaigns in the same strategy. After configuring the parameters and the targeted audience, the rest of the campaign is managed automatically via Google 's artificial intelligence in order to optimize the results.
- Objective : Maximize the performance of the ad by distributing it through 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. App campaigns
Specially designed to highlight mobile applications , these advertising campaigns also use Google AI to maximize ad visibility.
- Objective : Promote a mobile application on platforms such as Google Play , YouTube and other networks. In order to encourage Internet users to install the application, to register with it, or to interact with it.
- Works best for : Developers and businesses with a mobile app.
- Performance Example : Effectively increases app downloads and user engagement.
7. Local Service announcements
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 medical professionals for example.
- Performance Example : Increases calls and interest from nearby prospects, creating a direct connection with target customers.
Faced with such a choice of different advertising campaigns , and only via Google , it is essential to understand the benefits and particularities of each type of campaign. This is how you can then select the best online advertising vector for your situation, in relation to your own marketing objectives. Through a good analysis of your needs, it is possible to see that each dollar invested on the Google Ads platform truly contributes to the growth and success of your business.
Google bidding strategies
The art of succeeding with Google Ads lies in planning. So, choosing the right keywords , alongside a well-adapted bidding strategy , can make all the difference. Here are the main options available to you in this sense if you choose to advertise online on Google Ads .
- Automatic bidding : Let Google optimize your bids based on different pre-established targets, such as maximizing clicks or maximizing the return on your ad spend. Depending on these choices, Google 's AI then does what is necessary automatically to optimize the results obtained for your keyword campaign.
- Manual auctions : For more personalized management, it is also possible to choose manual auctions. This option gives you full control over how much you are willing to pay for each click. This decision can be interesting, but it is then important to first have a precise understanding of the value of each interaction.
Finding the right keywords for a Google Ads campaign
No matter which strategy you choose, keyword research will always take center stage in the process. The keywords chosen must be precise and relevant , both based on what your business has to offer and what potential customers are likely to search for on the Internet. To help you find the best keywords for your Google Ads campaigns , it may be worth considering using the Keyword Planner tool, available free of charge to users.
If you are looking for another keyword research tool that is both effective and very comprehensive, SEMRush is a must-have in this regard on the market. Its functionalities in terms of SEO on the web are numerous. It can therefore be used both for researching complementary keywords, but also for competitive analysis in the world of online marketing.
Both powerful and versatile, Semrush is a reference 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, costs per click and more. The tool also offers a detailed view of the keywords that can be targeted for text ads ( Search ) as well as for ads on the Display network .
- Competitor Analysis : In order to improve your advertising strategies, SEMRush also offers the interesting opportunity to compare your efforts with those of your competitors. You can see their advertisements, the targeted keywords, as well as the landing pages used. This functionality can be very advantageous in obtaining a better understanding of what your competitors are doing, and thus allowing you to stand out from them. By correctly 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 , providing 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 campaign, its integration can undoubtedly help you make more informed decisions and, thus, maximize your return on investment .
The most important thing is obviously to make sure you understand what your potential customers are looking for, so that you can target your Google Ads ads with the highest possible level of precision.
Performance measurement (KPIs) for Google Ads campaigns
Within its online advertising platform, Google Ads offers various tools and integration options that may be relevant for monitoring the performance of your advertising campaigns.
- Google Analytics : For detailed tracking of conversions and user journeys, this tool is a must-have. By integrating Google Analytics with Google Ads , you will be able to better understand how Internet users interact with your site after clicking on one of your ads. Several performance indicators (KPIs) can be provided to you, such as, for example, the duration of the session, the bounce rate, or the total number of conversions.
- Dashboards and reports : In order to track the most important KPIs, it is recommended to customize everything according to your brand's marketing objectives. To do this, the customization of dashboards allows you to have an overview of your performance in a single glance, while the tailor-made reports allow you to group together the indicators most relevant to you, such as cost per click (CPC), conversion rate, or return on advertising investment (ROI) for example.
Situation 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 stages, it is indeed possible to hope for certain benefits :
- TOFU : Improve brand visibility and awareness by attracting a wider audience, and establishing a quality first connection with potential customers.
- MOFU : Aim for better engagement and more consideration from users who have already demonstrated a certain interest, educate them on the products/services, and guide them towards conversion.
- BOFU : Optimize the conversion rate by maximizing sales and ROI. This is done in particular by effectively targeting users ready to buy with specific offers and incentives for example.
Although expected returns may vary somewhat from situation to situation, a well-targeted advertising strategy will certainly lead to increased conversions, brand awareness, as well as customer loyalty.
Best practices for effective advertising on Google
Before you begin implementing an advertising strategy on this platform, here are some best practices that are worth putting forward for optimal results!
- Precise audience segmentation : It is essential to start by precisely targeting your potential customers based on different key factors such as their interests, their geographic location, as well as several other socio-demographic criteria.
- A/B Testing : For maximum results, we strongly recommend that you take the time to test different versions of your ads, in order to identify which one is the most effective.
- Conversion tracking : Regular monitoring of the performance of your advertisements is essential to ensure that your KPIs are always in alignment with your marketing objectives. This also allows you to adapt, if necessary, and thus optimizes 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 objectives. By understanding the different types of campaigns and applying best practices, it is possible to create effective campaigns that will maximize your investment and accelerate the growth of your business.
However, being successful with Google Ads requires a deep understanding of the sales funnel and its various particularities. In this sense, using a specialized agency can certainly allow you to obtain better results. Thanks to in-depth, always 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:
- Good understanding of the sales funnel in order to lead potential customers through each stage, creating an engaging Google Ads campaign that will give you maximum results.
- Since our internal and external teams are specialized in content creation, we make sure to deliver content that directly addresses the needs and desires of prospects. Whether through persuasive texts, eye-catching images or engaging videos, we produce content that is effective in terms of conversion .
- We also ensure that we guide our clients towards an advertising campaign that is consistent with the company's marketing strategy and brand image . Each element of the campaign is therefore chosen in order to be able to serve the overall strategy, ensuring in particular that the messages conveyed are well understood and that the objectives are achieved effectively.
- The creation , monitoring and optimization of advertising campaigns are our specialty. For each step of the process, we make sure to use proven methods that will impact the success of your objectives.
- Thanks to the data collected and advanced analyses , a marketing agency will be able to help you properly guide the advertising strategy, and adjust it if necessary, in order to accelerate the growth of the business.
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 goals and the right target audience. By gathering this valuable information, we then set up Google Ads campaigns that will please 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 company.
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 their specific objectives and benefits.
Bidding strategies on Google Ads, researching relevant keywords, and using tools like SEMRush are also key to optimizing campaigns.
It is important to measure campaign performance using KPIs and align campaigns with the different stages of the sales funnel. Best practices for effective ads include accurate audience segmentation, A/B testing, and regular conversion tracking.
Using a specialist marketing agency can further optimize Google Ads campaigns, bringing in-depth expertise and personalized strategies to maximize ROI and accelerate business growth.