Which Google Ads Campaign Is Right For Me...?

Choosing the correct type of Google Ads campaign is a vital decision that you need to get right if you're going to be able to have successful profit making campaigns for your business. And this is because the different types of Google Ads campaigns do actually have different purposes and they all work in different ways. So you need to make sure that you're choosing the correct Google Ads campaign for the correct reason and that you're also using the right Google Ads campaign at the right time. So whether you are running a Google Ads campaign for your own business or if you're a digital marketer and you want to increase the performance of your campaigns for your clients, you need to watch this video. As I'm going to be going through the different types of Google Ads campaigns, who should be using each different type of Google Ads campaign, and most importantly, when you should actually be using these campaigns. If it's your first time here. My name is Aaron Young and I am your 15,000 hour Google Ads master. Or for the Star wars fans out there, you can call me your Google Ads Yoda. And on this channel we only talk about Google Ads. And that is because since 2010 I've been using Google Ads to successfully grow my own business. I along with hundreds of other businesses. So if you wanna learn more about Google Ads and how you can use it to actually grow your business, why don't you give this channel a quick subscribe? Thank you very much. So what are the different types of campaigns in Google Ads? Currently there are nine different types of Google Ads campaigns that you can use. And these are search, performance, max, display, shopping video, which is your YouTube campaigns app, smart, local and discovery campaigns. And in this video I'm gonna focus on the big five campaigns of search, performance, max, display, shopping and video. I'm not gonna speak about app campaigns as the majority of business owners don't actually have an app that they wanna promote. But I will be releasing some app campaign focused videos later down the track and I won't be talking about local or smart campaigns. And the reason for that is because in a couple of months both of these campaigns are gonna be replaced by the new performance max campaign and finally the discovery campaigns. And these are campaigns which are not really ideal for small and medium business owners as they're all about pushing high volume through YouTube and Gmail. And if you wanted to do this, you would get a much better result with a performance max campaign. And right now we're going to jump into a screen share because I've actually put together a presentation for you which lays out where your ads will appear, the benefits and the issues of each type of campaign. And finally, who and when should you be using each type of Google Ads campaign? Let's go. So let's start with where your ads will actually appear. So firstly with Google search campaigns, these ads will appear on the Google Search network and they can also appear on search partners like ask.com or dogpile.com now if you're like me, many of you would have never have heard of any of those other sites. But essentially your search ads are those ads which appear when you type a search into the Google search bar. And secondly is your performance max campaigns. And these ads actually appear on the Google Search network. They also appear on the Google Display network. They can also appear within someone's Gmail account. They also pop up when you're on YouTube. Basically your performance max ads will show anywhere where Google is allowed to run ads. And then we come across to your display ads. Now these are the image based ads and that will show on Google's display network and also Google owned sites like YouTube and Gmail. And then finally they'll show on any website that allows AdSense. And if you're unaware what the display ads are, if you've ever been onto a website and then you feel like for the next one to two weeks that that company is following you around the Internet, whenever you go and check a new site, or whenever you go and check a sports site, you're seeing their ad. This is the Google Display network. The fourth campaign option is your shopping campaign. Now these are the actual product tiles that you see which appear above or beside the Google search results. And then depending on the country where you're from, there is actually a dedicated shopping tab in Google Search. And these shopping ads can also appear on the Google Search partner sites. And then finally with your video campaigns, the better way of thinking of video campaigns is YouTube is that these video ads will appear on YouTube. And if you've ever gone on and watched a YouTube video and you see those ads at the start of the YouTube video or in the middle of a YouTube video, you may even be seeing one right now. That is a video campaign. And then your video ads can also appear on the Google Display network. So now that we've spoken about where your ads will actually appear, let's now talk about the benefits and some of the issues with each type of Google Ads campaign. Firstly with search. Now let's look at the benefits of the search campaign. And the biggest thing that I love about search campaigns is that out of all of the different campaigns that Google runs. The the search campaigns give you the most amount of data out of any other Google Ads campaign. And that data stretches to not only keyword data, but it also stretches to location data, device data. You can even track people's phone numbers. There is just so much data available with Google search campaigns. And that's why I'm a big fan of the Google search campaign. The other thing that I love about Google search campaigns is that Google search campaigns gives you the most control. You've pretty much got full control of over your ad copies and also the keywords that you target. And also a forgotten benefit of Google search campaigns is that you can also target and filter people by their audiences, by their locations, and also by their demographics. Now some of the issues with Google Ads search campaigns are is that you do have to make sure that these are actually set up and structured correctly, otherwise you will waste some money. And then secondly, they do need to be maintained with weekly optimizations. Your Google search campaigns are not a set and forget campaign in that they do need some regular maintenance and optimizations on a weekly basis. The second type of campaign with your performance max. Some of the benefits of the performance max campaign is they are actually very, very easy to set up. And if you've already got your ad copies and your images, you can have a performance max campaign set up in under 10 minutes. The other thing that I do like about performance max is that you are getting four campaigns in one. When you launch a performance max campaign, you're actually also launching a search campaign, a display campaign, a a shopping campaign or a local campaign. If you're a service based business rather than an E commerce store and also those video or YouTube campaigns. Unlike some other smart and automated campaigns, Performance max does actually give you some control over ad copy and images. Now the reason why I emphasize some is that you do get to input the ad copy and the images, but Google will still complete some split testing on those ad copies and images. And another benefit is is that you do have some limited targeting options. And the limited targeting options in your performance max is that you are able to put in some different keywords, some different audiences and some different demographics. And in performance max these are called audience signals. But some of the issues with performance max is that Google will still override any targeting options you enter. Some people might not be aware, but just because you're entering keywords and audiences into your asset groups in your Performance max campaign, Google actually will still override and they will still try and find other results in other audiences and in other keyword themes. And this may sound like a positive, but the negative of that is, is that if you know that there's a keyword theme or an audience grouping which will just not work, Google will still go through and test that path and you can't override that. And the other downside with performance max campaigns is that there is actually very little data. They do give some data, so it is a little bit of a step up from say smart shopping campaigns or smart display campaigns. But you don't get the exact search terms that people are using to trigger your ads. And you also don't get a lot of data when it comes to the audiences which are converting. They very much all grouped together and you can't put together an exact profile like you can do on a search campaign for your display campaigns. The benefits are, is that you actually do have a lower cost per click than search or shopping campaigns. And I would generally find that you are only going to be paying around about 30% of your CPC if you've got some active search or shopping campaigns running at the same time. The other great thing that I love about display campaigns is that they are perfect for remarketing in that you can keep display your image ads to someone until you get a result. And the other thing you need to remember with that is that you're actually not paying anything until someone actually clicks on your ad. So after they interact with your website, they may see your image display ad another five times before they actually click on that ad. Which means that you're getting five product or brand reminders for the cost of one click. Some of the things that people don't like about display campaigns is that they do have lower click through ratios and these will generally be under half a percentage. And also as well, you don't get as much data as what you would do in a Google search campaign. Let's now move on to the benefits and issues with shopping campaigns. Now as the name suggests is that this campaign is specifically designed for product sales. And the other thing that I love about shopping campaigns is that it actually shows your price. Now some people see this as a negative, but I see it as a positive because it actually pre qualifies your buyer before they even click. So if you're selling a product for $150 and you've got a user who has only got $50 to spend, they are less likely to click on your product and more likely to click on a cheaper product that might be showing in the same section of ads. However, the first negative for the shopping campaign is that it does show your price. And this means that it's very, very easy for competitors to undercut your price. So some resellers or competitors will just lower their price by $5 or $10 so that they can get that click and that sale, which then leaves you in the predicament of not getting any clicks or having to drop your price and drop your profit margins in order to get those clicks and sales running through. And the other negative, and the reason for why I've put this one in here is because the majority of shopping campaigns that I see actually don't do this in that they don't have any product groups or product segmentation in their shopping campaigns. And if you don't have any product groups or product segmentation in your shopping campaigns, you will actually waste some money. So while it is a list of negative, that is only true if you have not set up your shopping campaign in the correct way. And then finally, with our video campaigns, the main thing that I love about video campaigns is that they are great for guerilla marketing in that you can target specific YouTube channels. And what I mean by that, let's just say you've got a product in the protein powder space. You can specifically target the YouTube channel of influencers who, you know, talk about related activities. So whether they're a fitness trainer or into weightlifting, or into sports and health and fitness, you can choose specific personalities and target their YouTube channels. And by doing a video ad, it can be a lot cheaper than going down the path of endorsements or influencer promotions. And the other benefit is that it's actually video format of an ad, which means that people actually get to see your face or physically see your product. And the final benefit is that I do like, is that you can actually get data broken down per channel or per topic. So going back to point one, if you're actually targeting three to five different influences, you can actually look at the data and see which individual YouTube channel is driving the high level of conversions or sales for your product. Some of the negatives are, is that it's very easy for people to skip your ad. And also as well is that you're actually interrupting someone from watching their YouTube video. And then finally, let's talk about about who and when to use these different types of ads. So for search, I'm very strong in this and I think that every single person, if you're running anything on Google Ads, you should always have a search campaign running. And this goes whether you're service based. Whether you're selling an E commerce product, whether you're business to customer or business to business, you should be running search. And one of the core reasons for that is remember on my earlier screen where I said that search gives you the most amount of data, even if it's only a smaller campaign and it may not be generating as much profit as your other shopping campaigns or or even your performance max campaign. Your search campaign will still be so important because you'll get so much data from your search terms and your audiences along with your demographics that it actually allows you to put together a better customer avatar so that you can better target your customers. And also as well, I see this as your gateway or entry campaign. This should actually be the first campaign that you run in Google Ads and it should always be an always on campaign. And what I mean by that is you're going to be running this in high seasons or low seasons. Whether you've got sales on or no sales on, you should always have a baseline Google search campaign running. Now your performance max campaigns, these are best suited for someone who has an E commerce product or if they're a service based business with a physical location or a target area. So a lot of people understand the E commerce part for a performance max campaign is that you are using a shopping feed. So it is based on your products. But the performance max campaign, you can actually use them if you've got a service based business. But the caveat I put on that is that you would want that service based business to have a physical location or or to target a specific area. And what I mean by that is that you may be marketing your lawn mowing or home maintenance business. I found that performance max campaigns are very effective for those type of businesses because you're able to target a specific physical location. But with your performance max campaigns, I would only be using these after you have 60 days of positive audience data. Now what I mean by positive audience data is that I mean that you've had 60 days of where you're generating a good level of conversions that you are happy for. And the reason for that is that that way you can actually add in your remarketing and retargeting lists and Google will actually use that demographic data as baseline data when they go to explore new audiences and new potential demographics within the performance max campaign. And another note with your performance max campaigns is that regardless of how successful this campaign is, I would only be allowing it to use between 20 to 40% of your total Google Ads spend and What I mean by that, if you're spending $100 a day across all of your Google Ads campaigns, I would only be spending between 20 to $40 each day on a performance max campaign. You display campaigns. Once again, I think this is a campaign that everyone should be using regardless of whether you're service based, E commerce, business to customer or business to business. And the reason for that is because it's a great remarketing tool in that once they've initially engaged with your ad and gone to your website, you can continue to retarget and remarket to them with your image ads or reinforcing your message until you get that conversion or that sale. But similar to the performance max campaign, I would wait till you have that 60 days of positive audience data. Now for your shopping campaigns, obviously this is only for E commerce only. So to run these type of campaigns you do need a product feed and a product that you can actually sell online. Now one thing that I would note with shopping campaigns is that I wouldn't use these if you have any current retail deals with a large supplier. If you've got a product deal with a company like Walmart or in Australia something like Chemist Warehouse, I wouldn't be running shopping campaigns at the same time as large mega stores. And the reason for that is you're just not going to be able to compete with their budgets and potentially you're not going to be able to compete with their pricing. So you're better off to wait until they are not actively marketing your individual products with their own shopping campaigns. And shopping campaigns are great when you have some promotions. And these could be company based promotions, so your own promotions or they could be well established promotions like your Black Friday sales or your Christmas promotions or your Valentine's Day promotions. Shopping campaigns are great for this because you can actually have cross out prices on your ads so people can see your current discounts or the amount of money they're going to be saving before they even click on your ad. And finally with your video campaigns, these are great for any business once again, especially when you want to get your face or your product in front of specific groups of people who watch certain channels on YouTube. So remember when we spoke about that guerrilla marketing, I think this is the best way that you can use YouTube channels where you actually want to target individual YouTube channel personalities, but put your product or your face in front of them. So regardless of which type of Google Ads campaign you're going to use, remember that I said everyone should be using a Google search campaign. And if you're going to be using a Google search campaign, you need to make sure that you know how to optimize that campaign correctly. And what I mean by that is that you need to know exactly what you need to optimize in your Google Ads account every 72 hours, every week, every month, and every 90 days. And to help you with this, I've put together my Google Ads Optimization checklist. And this checklist will let you know exactly what optimization actions you need to complete today. So to get your free copy, why don't you follow the link in the description right now? Now that we've discussed the different types of Google Ads campaigns, I've actually got two different step by step campaign setup tutorials that you can use. If you want to learn more about Performance Max campaigns and how to set them up, I want you to go through and watch this video right here. Or if you want to learn more about display campaigns and how you can use them to grow your own business, plus how to go through the step by step process of setting these up, why don't you go through and watch this video right here. As always, it's been my pleasure teach you more about Google Ads and I look forward to seeing you on our next video. Thank you.