How To WIN At Google
Ads Planner
Campaign Types
The Different Types of Google Ads Campaigns
Search Campaigns
Type of Ads: Text Ads
Network: Search Network
Suitable for: Service based, eCommerce, SaaS
Performance Max
Type of Ads: Text, Shopping, Image, Google Maps & Video Ads
Network: Search, Display, Maps, Gmail, YouTube
Suitable for: Service based, eCommerce, SaaS
Shopping
Type of Ads: Shopping Ads
Network: Shopping
Suitable for: eCommerce
Display
Type of Ads: Image Ads
Network: YouTube, Display Network, Gmail, Apps
Suitable for: Service based, eCommerce, Saas
Video
Type of Ads: Video Ads
Network: YouTube
Suitable for: Service based, eCommerce, SaaS
App
Type of Ads: Text & Image Ads
Network: Google Play, Search, YouTube, Discovery
Suitable for: Businesses that have an app
Campaign Questions
Question to ask before you start your campaign
1. Write down the reason for why you want to start
Google Ads? (ie: more sales, more phone call)
2. Which Google Ads campaigns will be best suited
to achieve these goals?
Campaign Questions
Question to ask before you start your campaign
3. Do you need to be able to control the budget by
different products/services or locations?
4. Are there any industry related regulations that
require greater control over ad copy or targeting?
Campaign Planner:
Example:
You might be an electrician and you offer 3 core services of:
General Electrical maintenance & installation
Air conditioning installation
New home installations or renovations
Rather than having all of your services in one campaign it would be better to
have some different campaigns, let me explain how I would set this up:
Campaign 1: General Electrical
Maintenance & Installation
Search Campaign - Call Only Ads
Campaign 2: Air Conditioning
Installation
Search Campaign
Campaign 3: Home
Installations & Renovations
Performance Max Campaign
Explanation:
For general electrical maintenance & installation, I would run a search
campaign that also had a focus on Call-Only Ads.
For air conditioning installation, I would also run this in a search campaign.
However, this would be in a separate campaign because this service is
seasonal and has much more demand in the months leading up to summer.
By having it in a separate campaign, I can increase the budgets in summer
and decrease or pause this campaign in winter.
Finally, for new home installations & renovations, I would run a Performance
Max campaign, focusing on areas with a lot of new construction and targeting
audiences that are related to moving houses.
This structure allows me to:
Focus spending on the best-performing campaigns. If my general
electrical service campaign is performing really well, I can increase the
budget. However, if my renovation campaign is underperforming, I can
hold off on budget increases until I get the required results.
Additionally, I can pause certain campaigns like my Air Con campaign in
the colder months when there is not as much demand.
Campaign Planner
Plan out your Google Ads Campaign
Use the blank space below to draw out:
What types of Google Ads campaigns you will use
What keyword themes, products & locations each
campaign will target
Any time periods that your campaigns will focus on (ie:
Black Friday, Mothers Day, Christmas)