Does Your Ad Campaign Have Goals in 2019?

Advertising with Google Ads starts with creating a campaign.

The type of campaign you choose to create should be based on your advertising goals. The campaign type determines where customers will be able to see your ads, but you’ll have the chance to make this more specific with additional settings.

Let’s start by taking a look at the most commonly used campaign types, we’ll get to those additional settings a bit later. This will help you get a foot in the Ad game.


In a Search campaign, your ads can appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords.


This campaign type is useful for advertisers who want to show their text ads to high-potential customers right when they’re searching for related products or services.

With a Display campaign, your ads can appear throughout the Google Display Network. This campaign type works by matching your ads to websites or mobile apps that include content that's related to your business or to your customers' interests. You can set up targeting to match your ads to the most relevant Display sites based on their topics, interested audiences, demographics, and more.


This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests across the web.


When you create a Search campaign, you’ll have the option to select “Display opt-in”. This selection allows you to show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, you only need to create search ads and those run seamlessly across both the Search and Display networks.


This type allows you to expand your potential audience. Your ads can reach people as they browse or research similar products, whether they're looking on Google Search or on a relevant website.


With a Video campaign type, you can run video ads on YouTube and on sites across the Google Display Network.


This type allows you to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include TrueView in-stream ads, TrueView video discovery ads, and bumper ads.


With a Shopping campaign type, you might see your ads in Google Shopping, next to search results, and near text and responsive ads. They can also show up on Google Search partner websites like YouTube.


This campaign type is useful for retailers who want to promote their online and local inventory, boost traffic to their website or local store, and find better-qualified leads.



With a Universal app campaign type, you can easily promote your app across Search, Display, and YouTube.


Your ads and bids are automatically adjusted to get the most downloads for your app. All you need to do is provide some text, a starting bid and budget, and include the languages and geographic locations for your ads. Our system will then test different combinations and show the best-performing ads more often. 



Customers may see your ads with their search results, on Google or partner websites, or in mobile apps — it all depends on how you set up your Google Ads campaign


The Google Network is made up of two networks: Search and Display. They're the places where your Google Ads ads can appear, including Google sites, partner sites, and other placements like mobile phone apps.


Because you set up your campaign to include keywords — the words or phrases someone uses to search on Google — your ads display at the top of the search results, making it easy to find your audience fast!


Google Display Network. Here, she can showcase her bag designs in rich media formats on sites like YouTube or others with content related to her targeting.


Plus, she’s able to select the placements, the topics, and the audiences for her ads — all customizations that suit her attention-grabbing handbag ads just perfectly. 


However, the thing she likes most about advertising on the Display Network is that her ads can appear to so many potential customers on Google sites, like YouTube, Blogger, and Gmail, as well as millions of other websites around the world.


The Google Network can connect you with customers at the exact moment they're engaged in an online activity connected to what you offer — like searching for your product, reading a blog about your industry, or watching a related video on YouTube. Choosing the correct ad format for your campaign can ensure your ad is the most relevant and actionable for a particular customer at that moment.


The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call to action.


Where they can show:

  • Search Network
  • Search Partners



Ad extensions provide additional information to your text ad, such as your business’s address or phone number.


Where they can show:

  • Search Network
  • Display Network (depending on the extension) 


The Display Network offers ads that adjust to match the pages and apps that show them. Viewers are more likely to see these ads because they blend in with the content the viewers came for.

Responsive ads can go a long way to help build awareness, influence consideration, and drive action. 

Where they can show:


  • Display Network


Video ads are just what they sound like — a standalone video ad or a video ad that runs inside another streaming video.


Where they can show:


  • Search Network*
  • Display Network

*Video ads show on search partner networks, but not the Google Search Network.




Campaign goals


After you've selected a campaign type, you can select goals for your campaign based on the actions that you’d like your customers to take — like making a purchase or contacting your business.

Why run ads without goals?  If you choose to use goals, you’ll see recommendations for features and settings that can help you meet these goals. Please note that adding a goal will not affect the auction or serving.



How do I control which searches trigger my ads?


Customers can see your ad when they search for or visit a website with terms in your keyword list. This match is done broadly by default so your ad can show to the largest possible audience. However, this means your ad could show to people who aren't likely to become your customers.  I will talk about how to avoid this in my next blog.  

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