The Google Ads Playbook: Essential Information and Optimal Usage

With the constant bombardment of advertisements on social media platforms like Facebook and Instagram, it's easy to believe that these are the best places to invest in advertising for business growth. However, it's important to remember that Google Ads still reigns as the most powerful platform for effectively reaching audiences. Despite its perceived complexity, fear not! By the end of this video, I, Ben Mellor, will equip you with all the knowledge you need to truly understand Google Ads before diving into advertising on this widely-reaching platform.

But let me be clear, this video is not a step-by-step tutorial on campaign creation and bidding. We need to have a clear understanding of the map before embarking on the journey. Hence, this video aims to familiarize you with the 10 different types of Google Ads available for small business owners and which types work best for specific purposes. However, we also have a detailed walkthrough of how to set up Google Ads, so make sure to watch that video once you finish this one.

These 10 types of ads fall under four general categories: search ads, display ads, video ads, and remarketing ads. Each ad type has been meticulously designed by Google to cater to different audiences and use cases. Understanding these differences is crucial to avoid spending ineffectively or, worse, losing money on your investments. After all, the purpose of ads is to maximize spending while generating the highest possible profit.

Let's start with category one: search ads. As the name suggests, these ads appear in various contexts when people search for something on Google. There are two main types of search ads: text ads, which appear at the top of search results pages, and shopping ads, which show up when there are relevant products available for sale. We also need to consider branded and non-branded searches on the internet. Branded searches involve specific brand names, while non-branded searches focus on the product or service category without mentioning a brand. The relationship between the user's search, the relevance to your keywords, and the selected ad type forms a crucial three-way connection.

To make it easier to comprehend, as we delve into each ad type, I will continually refer back to this three-way relationship. This will help you grasp the concept effectively and provide valuable insights into the target audience, business goals, cost, and implementation difficulty of each ad type.

The first search ad type is the branded Google search. This involves users specifically searching for your brand name. The high degree of relevance makes it a sensible choice for all businesses. If someone is actively searching for your brand, the chances of converting them into customers are considerably high. Moreover, due to the relevance between the search query and the ad, the cost per click is relatively low, ranging from 25 cents to $4 based on industry and offering. You might wonder why running ads is necessary when people are already searching for your brand. However, the ability to control which page the ad leads to, such as a new product launch or a promotional offer, increases the likelihood of conversion. The goal of this ad type is to capture users who intentionally search for your brand.

The downside of branded Google search ads is the initial setup complexity. It requires knowledge and time, especially when determining negative keywords to exclude results that are irrelevant to your brand. For example, Apple might exclude keywords like “apple juice” or “apple farm phone number” when running branded ads for their newest iPhone. This ensures that their ads are not shown to users who have no intention of learning about or purchasing their product. Nevertheless, once you understand the nuances of Google Ads, these search-based ads can be highly versatile and effective.

Moving on to non-branded Google search ads, these target users who search for your product or service category without mentioning a specific brand. The aim here is to capture individuals with the intent of finding what you offer, even if they haven't heard of your brand. For example, someone searching for “memory foam pillow” instead of “IKEA memory foam pillow.” The relevance between your brand and the user's search will be lower compared to branded searches, resulting in a higher cost per click. However, it's important to consider the long-term benefits of gaining potential customers who can be remarketed to through channels like email, potentially leading to significant sales in the future. This ad type is recommended for every entrepreneur, but keep in mind the higher cost per click. If you have a limited budget, it's advisable to start with a different ad type that requires lower financial investment. Similar to other search-based ads, the ease of execution requires time and thoughtful implementation for optimal results.

Let's now explore dynamic search ads, the most beginner-friendly ad type. Google creates ads based on the content found on your website. You don't need to define anything specifically. Google targets users who search for terms related to the content on your website, relying on its site scrapers to generate keywords and serve ads accordingly. The degree of relevance depends on the refinement and specificity of your website's content. For example, it wouldn't be advisable for Amazon to use dynamic search ads due to the vast variety of content on their website. However, for most businesses, the cost per click ranges from $2 to $6, given the targeted nature of their content. It's worth noting that Google might serve your ads to users searching for unrelated terms if your website contains information that aligns with those topics. Dynamic search ads offer a quick and easy way to start a search-based ad campaign, especially for beginners. However, monitoring results and campaign analytics is essential from the beginning to extract valuable insights for future manual search and shopping campaigns.

Presenting the fourth ad type: Google Smart Shopping. This ad type is highly recommended for beginners who lack the time and resources to actively manage more intricate ad types. Google's machine learning algorithms handle most of the work to ensure optimal effectiveness. Smart Shopping ads combine display ads, shopping ads, and retargeting ads into one powerful campaign. Display ads refer to the product, price, and rating ads users see at the top of Google search results. The goal is to leverage machine learning to generate profitable purchases across the three ad types mentioned. Relevance to user searches may vary due to the stratification of ads across different types. However, beginners will appreciate the relatively low cost per click, ranging from 25 cents to $5. Smart Shopping ads assist in choosing the products to advertise, targeting the right audience, displaying relevant creative elements, and even performing the bidding on your behalf. This ad type is highly recommended for complete beginners and busy entrepreneurs seeking ease of implementation. It serves as an excellent baseline for gaining confidence and learning before diving into more tailored search and shopping campaigns.

Please note that Smart Shopping ads are extensively covered in a detailed and easily understandable article on the Shopify blog, which I will link in the description below.

Now, let's move on to the second category of ads: display ads. These are ads that appear on websites other than Google, such as news websites, blogs, or forums. They come in various formats, including text, image banners, and videos. The Google Ads display network consists of over 2 million websites, making display ads highly effective.

The first display ad type we'll discuss is topic and interest ads. The primary objective of this ad type is to increase awareness of your business by displaying ads on third-party websites related to specific topics or interests. Relevance is high when your ads show up on websites directly aligned with your products or services. The cost per click is relatively low, ranging from 25 cents to $3. This ad type is recommended if your business caters to a specific topic or interest and if you know which websites cater to that audience. Setting up topic-based ads is quite easy, but keep in mind that creating image or video-based ads requires additional effort.

Next, we have managed placements ads, which allow you to specifically target a particular website within the Google display network. The aim here is to reach a highly specific audience frequenting a specific blog or website. If you know your target customers often visit a particular website, this ad type offers a high degree of relevance and effectiveness. The cost per click is likely between $1 and $10, given the hyper-targeted nature of this ad type. Managed placements ads are recommended if you are confident that a specific website's audience aligns perfectly with your business. The ease of execution is straightforward once you become familiar with Google's ad management platform.

Moving on to video ads, the third category. Did you know that YouTube is the second most popular search engine in the world, second only to Google itself? As a subsidiary of Google, YouTube ads can be managed within the Google Ads platform. Let's start with in-feed video ads. These ads appear directly in a user's YouTube feed based on their search queries. Relevance is high as you define where your video ads will be displayed based on user searches. However, the challenge lies in creating captivating titles and thumbnails that entice users to click and watch. The cost per click is generally low, estimated at 10 cents to 50 cents. It's important to note that creating the video ad itself can be free if you film and edit it on your phone, or costly if you hire a professional production company. This ad type is recommended not only for topic-specific searches but also for targeting audiences of specific YouTubers. For instance, if a YouTuber's content aligns closely with your products, you can target users who search for that content creator's videos. Setting up in-feed video ads is relatively simple, but remember that you need to create the video ad.

Now, let's talk about in-stream video ads, which appear before, during, or after YouTube videos. These ads could be skipable or non-skippable, depending on their length. The goal here is to capture users' attention despite interrupting their video watching experience. The degree of relevance can vary significantly. In-stream interruption ads might have low relevance, as they interrupt desired content. However, if aligned with users' interests, they can generate immediate action. Due to the contrasting relevance levels, the cost per click is low, ranging from 10 cents to 50 cents. This ad type is ideal for driving awareness rather than immediate sales. Like other video ads, production costs should be taken into account when considering in-stream video ads.

Bumper ads, the ninth ad type, are extremely short video ads lasting less than six seconds. Though brief, they serve the purpose of general product or brand awareness. Bumper ads work best for viewers who are already familiar with your brand or offering. The level of relevance is moderate, as the viewer's experience may be minimally disrupted by the short ad. The cost per click remains low, estimated at 10 cents to 50 cents. Bumper ads are highly recommended for businesses selling consumables that require repeat purchases. For example, a toilet paper brand might use bumper ads to serve as a reminder for viewers to restock. Remarketing to users who have recently visited your website is another effective use of bumper ads. They provide a quick and digestible reminder, prompting users to return to complete their purchase. Setting up bumper ads is generally simple; however, the cost of video production should be taken into account.

Finally, we have the remarketing or retargeting ads. These ads follow users who have visited your website but did not make a purchase, encouraging them to return and complete their transactions. The degree of relevance is exceptionally high, given that these users have recently interacted with your business. As a result, the cost per click is relatively low, ranging from 25 cents to $3. Remarketing ads are ideal for any business that drives traffic to their website. Although technically easy to implement, it's essential to segment your audience and focus on individuals who have shown concrete intent to purchase. This can include retargeting users who added items to their cart or visited specific product pages. Shopify offers a specific Google sales channel that simplifies the implementation of remarketing ads. It's important to invest effort in setting up and monitoring these ads from the beginning to ensure optimal results.

To summarize, of the 10 ad types we've discussed, Google Smart Shopping ads are highly recommended for beginners with limited resources. However, as you grow and have more time and resources available, delving into the intricacies of targeting keywords and exclusionary keywords will yield substantial benefits. Understanding and leveraging the largest and most far-reaching ads platform, Google Ads, can result in significant growth and scaling.

If you're ready to set up your first Google Ads campaign, I urge you to watch this detailed video guide. If you found this information valuable, please hit the like button, and if you found it extremely informative, consider subscribing and hitting the bell icon to be notified of future content.

Thank you for joining me, Ben Mellor, in this comprehensive exploration of Google Ads. I hope to see you in the next video.

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***Frequently Asked Questions***

**1. What is the most powerful platform for reaching audiences effectively?**
Answer: Google Ads

**2. What are the four general categories of Google Ads?**
Answer: Search ads, display ads, video ads, and remarketing ads

**3. What is the goal of branded Google search ads?**
Answer: To capture people who are specifically searching for your business by name

**4. What is the recommended ad type for complete beginners and busy solopreneurs?**
Answer: Google Smart Shopping ads

**5. What is the goal of in-feed video ads on YouTube?**
Answer: To have video ads show up directly in a user's YouTube feed based on their search