Google Ads

In ordering a Google Ad Words campaign, you need to make several strategic decisions .

Use the chart at the end of this page to help you provide information to the fulfillment team.

CAMPAIGN TYPES
Search:         Get in front of high intent customers at the right time on Google Search
Display:       Reach customers with engaging creative
Shopping:   Showcase your product to shoppers as they explore what to buy
Video:           Captivate customers with sight, sound and motion on YouTube and connected TV’s
Discovery:  Inspire customers to action with immersive ads. Visually rich personalized ads that show across YouTube, Gmail, Discover, and more

CHOOSE CAMPAIGN GOAL AND RESULTS TO ATTAIN
Sales:                       Drive sales online – via phone, app, store visit or online
Leads:                     Get leads and other conversions by encouraging people to take action
Website Traffic   Get the right people to visit your website
Product & Brand Consideration Encourage people to explore your products & services
Brand Awareness and Reach Reach a broad audience and build awareness
App Promotion   Get more installs, interactions or pre-registrations for your app
Local store visits & promotions Drive visits to local stores, including restaurants and dealerships

CAMPAIGN GOALS BID STRATEGY OPTIONS
Each bid strategy is suited for different kinds of campaigns and advertising goals. For the purposes of bidding, you’ll want to consider five basic types of goals, along with your current campaign settings.

1. If you want customers to take a direct action on your site, and you’re using conversion tracking, then it may be best to focus on conversions. Smart Bidding lets you do that.
2. If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign.
3. If you want to increase brand awareness focusing on impressions may be your strategy. You can use cost-per-thousand viewable impressions (vCPM) bidding to put your message in front of customers.
4. If you run video ads and want to increase views or interactions with your ads, you can use cost-per-view (CPV) or cost-per-thousand impressions (CPM) bidding.
5. If you run video ads and your goal is to increase product or brand consideration you can use cost per view (CPV).

Focus on clicks bidding
If you’re focusing on gaining clicks to generate traffic to your website, there are two cost-per-click bid strategies to consider:

Maximize Clicks: This is an automated bid strategy. It’s the simplest way to bid for clicks. All you have to do is set an average daily budget, and the Google Ads system automatically manages your bids to bring you the most clicks possible within your budget. Learn more About Maximize Clicks bidding.
Manual CPC bidding: This lets you manage your maximum CPC bids yourself. You can set different bids for each ad group in your campaign, or for individual keywords or placements. If you’ve found that certain keywords or placements are more profitable, you can use manual bidding to allocate more of your advertising budget to those keywords or placements. Learn more About

Manual CPC bidding.

Maximize Clicks could be a good option for you if the following describes your campaign:

1. You have an advertising budget you’d like to reach consistently.

2. You don’t want to spend time monitoring and updating individual CPC bids, and you’re willing to let the Google Ads system update CPC bids automatically.

3. You’re mainly interested in increasing website traffic.

4. You’re new to Google Ads or don’t know exactly how much to bid for particular keywords or placements.

Note: you can set a maximum bid per click so your budget is not used up quickly

FOCUS ON VISIBILITY BIDDING
If you want to focus on visibility, you can try one of the following bid strategies to help maximize visibility.

Target Impression Share: automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results.

CPM: With this bid strategy, you’ll pay based on the number of impressions (times your ads are shown) that you receive on YouTube or the Google Display Network.

tCPM: A bidding strategy where you set an average for how much you’re willing to pay for every thousand impressions. It optimizes bids to maximize your campaign’s unique reach. With tCPM, you can keep your campaign’s average CPM lower or equal to the target you set (although the cost of impressions may vary).

vCPM: This is a manual bidding strategy you can use if your ads are designed to increase awareness, but not necessarily generate clicks or traffic. It lets you set the highest amount you want to pay for each 1,000 viewable ad impressions on the Google Display Network. Learn more About vCPM bidding.

LOCATION – AUDIENCE OPTIONS
You can further fine tune your selected geographic areas with including or excluding the following
Include:
Presence or interest: People in, regularly in, or who’ve shown interest in your targeted locations (recommended)
Presence: People in or regularly in your targeted locations
Search interest: People searching for your targeted locations

Exclude:
Presence: People in your excluded locations (recommended)
Presence or interest: People in, regularly in, or who’ve shown interest in your excluded locations

LANGUAGES

AUDIENCES
Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google. They’re people you can show your ads to.
Data from your audience sources may be used to improve the bidding and targeting of your audience campaigns.

Audience Segments
The targeting settings let you control whether the criteria in this method narrows your reach.

Targeting: Allows you to narrow the reach of your ads to specific criteria in this method. You can adjust bids on specific criteria.

Observations: Reports how your ads perform on selected criteria. You can adjust bids on specific criteria.
Either setting lets you set custom bids or bid adjustments to fine-tune the chances of ads showing for the selected targeting.