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Figuring Out Your Google Ads Campaign Goals

Antonella Saravia

4 years ago



If you’ve ever been intent on sticking to a resolution for the New Year, you know that a key element to succeeding is defining your goal and writing it down. 

You gotta know what you want, and then, you gotta make a claim. A specific goal will reveal the steps required to get you from point A to point B. Believe it or not, this is no different from how you should approach your campaigns this year.

Some of the goals that you can focus on can be:

Inevitably, all businesses are looking for more sales, but how you want to go about it will be entirely up to you. This is why Google Ads filters out campaign options depending on your objectives. 

A Few Common Goals

For example, let’s suppose that you are an eCommerce business looking to generate sales. PPC has a particular importance to this business because it depends on its website performance. Trying a Display campaign would not be beneficial to your business as sales are limited to online purchases. There isn’t a store to visit so investing in Location campaigns is a waste of money. 

A service industry business would work differently. Local businesses aim for lead generation, which is connecting with online users via online forms or phone calls so that they may request more information on a particular product or get a quote. Lead generation campaigns are relevant to businesses with a storefront. Your ads should also be driving foot traffic to your location. 

Are you looking to build some brand awareness? Using Display ads are a great way to create brand awareness and remarket to existing customers. 

Network Types

So, what are your options? Network types available for Google Ads includes:

Search Network Campaigns

The Google Search Network is comprised of the Google Search Engine and other search websites that use the Google Search Engine with a different domain. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords

The types of ads available on the Search Network are:

Display Network Campaigns

The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps. It is designed to help you find the right audience. Its targeting options let you strategically show your message to potential customers at the right place and the right time. 

Some of the ad types available on the Display Network:

Campaign Types

Shopping Campaigns

If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find better qualified leads.

You can advertise on these 3 types of Shopping ads: 

  • Product Shopping ads
  • Showcase Shopping ads
  • Local catalog ads

Video Campaigns

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network.

Available formats include:

  • In-stream ads 
  • Video discovery ads 
  • Outstream ads (run on partner sites)
  • Non-skippable in-stream ads
  • Bumper ads

App Campaigns

As an app advertiser, you want to get your app into the hands of more paying users. So, how do you connect with those people? App campaigns streamline the process for you, making it easy to promote your apps across Google’s largest properties including Search, Google Play, YouTube, Discover, and the Google Display Network. Just add a few lines of text, a bid, some assets, and the rest is optimized to help your users find you.

Your ads appear on :

  • Google Search Network
  • Google Play
  • Youtube
  • Google Display Network
  • Google Discover

We’d like to help you stick to your PPC goals this year. If you need help narrowing down the basics to get started, we’ve got the Academy to walk you through search engine networks, campaigns, and strategic settings. Check the Academy by White Shark Media for free online courses today!