Google Search Ads: Everything You Need to Know in 2021

Google is the biggest and most influential search engine available for users, shaping how people use the Internet. As we look into Google Search Ads, we will be forming a definition, outlining its benefits, and explaining the different ad types available to use for your own campaign. 

What is a Search Campaign?

Google Search Network is a group of search-related websites and apps where all advertisements can appear. These ads can appear within search results, especially when someone searches for terms or keywords that align with your advertisement. 

Google Search Benefits

Now that we’ve covered the definition for this type of ad, let’s look into the unique benefits this method has to offer. Take a look at the following and see if these benefits are a part of your advertising goal checklist.  

You have the ability to reach your goals

These search campaigns can aid you in achieving higher sales, more leads, and increased website traffic. 

There is highly relevant targeting

People who are actively targeted are most likely searching for specific products or services that align with the affiliated brand. 

It’s easy to set up

These ads are very easy to create, and they don’t require any special assets for a successful run. 

This is How to Set Up a Google Search Campaign

When setting up your own campaign, these are the steps you need to follow so you can get the most out of the advertising process for your brand. Follow along to make sure any important factors aren’t missed. 

  1. Create a new campaign in your account, and make sure to select a goal for your campaign 
  2. Select campaign settings. You’ll choose who is targeted, how to spend the budget, and then add to the campaign with helpful extensions. 
  3. Set up ad groups in the following ways: 

Standard ad groups – There are a set of keywords related to searches and you’ll create ads to match them. 

Dynamic – Google uses content on the site that automatically targets searches and creates advertisements. 

  1. Create search ads with relevant keywords. Headlines and descriptions also need to be created with keyword matching in mind. If keywords aren’t present or don’t match, the ad may not target the intended audience. We recommend you create at least three keywords for each ad group. 

These Are the Types of Ads Available

Now that you know what these ads entail, let’s look into all of the different types that can be used for your campaigns.  These ads will function differently in order to achieve the goals you’ve set.   

Text ads, dynamic ads, and call-only ads

These are more common ads that appear on the search results page with a notice disclaiming that they are advertisements. Advertisers can also include business details such as a location or phone number.  

Shopping ads

These are ads that include links to the products displayed for sale. They may appear as “sponsored” or as an “ad” or “ads” under the initial search results. On certain partner sites, they will have “Ads by Google” listed. 

Image and video ads

Search partners can host image ads and video ads themselves. 

Final Thoughts

Now that you understand the full capacity of Google Search Ads, you can decide if these ad types are a good match for your campaign objectives. Google can reach a wide variety of target markets, which is useful for marketing agencies who want to expand their target markets for their brands. 

Let us know how you incorporate Google Search Ads into your campaigns, and whether you think this platform is a good fit for you.