Google Ads Campaigns: How to Promote and Market Online
Google Ads advertising campaignsare a paid marketing lever, essential for driving traffic of users interested in products and services to the website and therefore allow small, medium and large businesses to promote their business online and increase product sales.
They allow businesses not only to advertise their business and their products, but also to reach new customers, increase brand awareness and bring new traffic to the website.
In this article we discover how to promote and market your business online with Google Ads campaigns, how to create a campaign and what its objectives and advantages are.
Google Ads: how does it work?
Google Ads allows you to create advertising campaigns to increase the sales of an online store. The purpose of paid advertising campaigns is to make an e-commerce or online store appear within the search engine or on affiliate sites.
First of all, you need to define the objectives, the target, choose the positioning and set a monthly budget that will be deducted every time users interact with the ad. There is no minimum spend to respect and the campaign can be interrupted at any time.
But let’s take a step back: how do you activate Google Ads?
In order to achieve all this, you need to create a gmail address, activate a Google account and follow the instructions in the guidelines.
In the initial phase, Google asks you to set a goal: sales, leads, website traffic, to enter your name, surname, business name and website name. Once this is done, the account is configured.
A very simple procedure and in just a few steps you can immediately create your first advertising campaign.
There are different campaigns on Google Ads, let’s find out what they are, what the differences are and the objectives you can achieve.
Google Ads campaigns: differences and objectives
Before creating a campaign on Google Ads it is important to know the differences of each type of campaign because it will allow your online store to achieve the objective you have set yourself.
To simplify, let’s start with an in-depth look at 3 main Google Ads campaigns and then leave some space for information on the other types of campaigns. Let’s look at them together.
Search campaigns
Search campaigns consist of showing the selected target all the results related to the search carried out on Google. In this sense, when the user’s search intent corresponds to the keywords you used to build the ad, the ad is shown on the search engine among the first paid results.
Ads relevant to the needs that users are searching for can be text ads, shopping ads and video ads that will be displayed on Google search sites or on partner sites.
The objectives that can be achieved with search ads are:
- sales: if you want to encourage in-store sales or online conversions via app, site or interact with your customers who are close to purchasing one of your products
- leads: to get users to leave their contact details and sign up for your newsletter
- website traffic: to encourage users to visit your online store site
Campaigns display
Display campaignsshow ads on the Google Display Network and allow you to reach specific users who are within websites or in Google apps such as YouTube and Gmail.
In display campaigns, you can segment your audience intoaffinity audiencesand in-market segmentsto show your ads to people who might be interested in your products, data segmentsto re-show your ad and engage with site visitors, and automatic targetingof people who Google determines are best for your products.
The goals of display ads are:
- sales: to encourage sales or push customers to take the next step, that of purchasing
- leads: to create a bond with your users and stimulate their interest so that they can leave their first contact
- website traffic: to encourage visits to the website and help customers find what they are looking for
brand awareness and coverage: to present a new product or the opening of a store in a new area
Shopping campaigns
Shopping campaigns show ads to users who search for your e-commerce products.
Shopping campaigns use product data that contains information about the products in your store. This data is used to show your products to people who search for them on Google.
When you want to advertise your online store, you can choose between two types of ads: Product Shopping Ads that are created based on your product data, and Local Inventory Ads that are created based on your product data and inventory.
Ads appear on the Shopping tab, near search results, or on Google partner sites.
Shopping ads goals are related to:
- sales: to drive online conversions via app, phone or in-store and to interact with customers who are about to buy your product
- leads: to allow customers to show their interest
- website traffic: to increase visits to your website
Other possible campaigns to use are video campaigns and app campaigns.
Video campaignsallow you to achieve objectives such as sales, leads, traffic to your website, site, product and brand reputation, reach and brand awareness.
App campaignsincentivize the promotion of apps to get users to install the app on their device and create engagement with ads shown on Google Play, YouTube or other apps.
Even though each campaign has different purposes, they can be used in synergy to allow you to achieve the objectives set for your e-commerce.
How to create a campaign on Google Ads
As anticipated, before creating a campaign you must activate and configure a Google Ads account, then you can proceed with the campaign settings:
- Define the objective: sales, leads, traffic to the site, brand and product consideration, brand awareness, local store promotion.
- Choose the type of campaign: selected the objective you can choose from the list the campaign to use to reach the goal. The campaign, chosen between display, shopping, search, app, video, local etc., establishes where the ad will be published and what appearance users will see.
- Set a daily budget: to keep track of the average daily expenses you plan to spend in a month. It should be noted that this parameter can be changed at any time. To establish the daily budget, Google comes to the rescue by offering some useful tools to optimize budgets in existing campaigns (performance planning) and set the amount you intend to pay for each click on the ad (CPC – cost per click).
- Choose the type of bid: the maximum amount to spend for each click on the ad. After selecting the objective, Google, to help you achieve it, suggests the type of bid, which can be set automatically (target acquisition cost) or manually (maximum cost per click).
- Select targeting: to precisely define the target audience that may be interested in your store’s offer. Without a well-defined target, the campaign could reach a very large audience and defeat the purpose set. Targeting can include keywords, audience segments, locations, devices, topics and remarketing.
- Tracking Conversions: Tracking and analyzing helps you keep track of user actions on your site. It can also help you understand the progress of the campaign, improve the creation of future campaigns, repair mistakes where they have been made and define the target.
Why promote and market online?
We have seen how it is possible to create a campaign and therefore promote and market a men’s moisturizing creams store online. But what are the advantages? Let’s find out.
- Increase brand awareness and consideration: Google Ads ads allow you to make your brand known, therefore increase awareness, to a very specific audience.
- Audience reach: with Google Ads campaigns it is possible to segment the interested audience based on certain characteristics, based on geographical positioning and search intent that may correspond to the keywords used for your ad and that are relevant to your products.
- Plan and manage the budget: the budget can be changed at any time during the campaign and set so that it is deducted from the credit every time a user clicks on the ad.
- Increase traffic: Google Ads campaigns allow you to reach the public interested in the product you offer both on the e-commerce site and in the physical store.
- Monitoring results: analyzing the results allows you to monitor the progress of the campaign and intervene to modify any errors, as well as obtain more information to better optimize your campaign.
Conclusion
To summarize, in this article we have seen how with Google Ads it is possible to achieve success for a store through the creation of a campaign.
We have therefore seen how it works in general terms, how to activate an account, the types of campaigns to choose according to certain objectives, how to set the budget and what are the many advantages of promoting and marketing your business online with Google Ads.
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