A Brand Campaign that Works! How to Run Your Google Ads Campaign

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Serve your customer with an unforgettable Google Ads campaign. 

Running a business in today’s condition requires good stamina and just the right amount of ambition. 

It matters that you have the heart and soul to create advertisements that connect you with your customers other than growing your profit. More than the revenue, brand recognition and reputation will lead you to valuable online clients. 

This is where your entrepreneurial skills and wisdom blend best – combining great business deals and capturing your customer’s desires through your ad campaigns. 

In this guide, we will walk you through the process of running Google Ads SEM agency. Your potential clients are as curious as you as to what you have to offer.  

What is Google Ads Campaign?

One or more ad groups that share a budget, geographic targeting, and other variables make up a Google Ads campaign.  You may refer to it as a pay-per-click advertising mechanism for Google’s search engine results pages (SERPs). 

Ad groups consist of the advertisements, keywords and the bids involved in the campaign. 

Campaigns are frequently used to categorise the goods and services that advertising offers.

Bids, budget, language, location, distribution for the Google Network, and other settings can be made at the campaign level. 

What You Need to Run Google Ads Campaign

Google Ad Account 

Before having your ads placed in the cloud, ensure you visit and sign up at the Google Ads website for your account. 

Ensure that your financial information is ready. Your banking information is needed during the setup procedure since Google charges a fee for each click.

As you begin using Google Ads and create your first campaign, you don’t need to be concerned about being paid for your advertising expenditure. If you don’t want it after you register, you can always turn it off.

Google will walk you through the process of generating your first campaign as part of opening a Google Ads account. 

Step 1: Click Start Now button on the website

Step 2: Sign in using your Google Account 

(if you dont have an existing Google account, Click ‘Create Account’ to avail more Google products in the future.)

Step 3: Google Ads will ask you what kind of results you want to see in this phase. 

Whether you want to increase calls, store visits, online sales, or registrations, you should pick the option that best matches you.

Step 4: Provide important information about your business

Google will ask you to submit the name of your company and the URL of your website as “essential information” that “describes your business.” 

This information is used to assist Google to anticipate your audience as well as to create the actual ad.

Step 5: Designate where you want your ads to appear

A geographic area can be less of your concern if your business operates online, you could be less concerned about geographical limitations. 

Even so, it’s a good idea to think about the precise location of the majority of your audience. If you are unsure, you might want to go back and think about your buyer personas. 

Step 6: Customise your keywords 

When selecting keywords for which you want your ad to appear, keep in mind that you will be up against numerous other businesses vying for the same audience. Spend some time considering the terms that will connect with potential customers.

Negative keywords can help you cut your click costs significantly. These specify to Google what you do not want your advertisement to appear.

Step 7: Write your Ad

This step is the most crucial phase of your Google Ads journey. 

Your usage of copy will persuade potential customers to click. Yes, you want to draw a lot of attention, but you also want those people to make purchases. You still have to pay if they don’t buy.

Ensure to create engaging headlines and meta descriptions for your first ad(s). 

You may want to consider creating these three for your ads:

  • Headline
  • Description
  • Destination URL

Step 8: Designate a budget

You don’t want to break the bank, but you do want to include enough money to make a difference. The bids for clicks can be manually set, giving you more flexibility. 

This also implies that if your budget is depleted, your advertising will stop running. That guarantees that your final bill won’t be a surprise.

Step 9: Review Campaign Settings

In this section, ensure you keep track of the following:

  • Daily budget
  • Monthly budget
  • Target Location

Step 10: Set up Billing

Google requires the payment information at the creation of a Google Ads account since it charges per click. 

By giving Google your payment details, you authorise them to bill you for any ad expenses that have accumulated as a result of your campaign.

Step 11: Submission

Completing the stages opens your first Google Ads Campaign. 

If you wish to build more campaigns, choose Campaigns from the page menu on the left possibly with different or more specific keyword groupings. 

Then select New campaign by clicking the blue + button. You will be guided through the additional steps by the Google interface.

Google Analytics

Google Analytics lets you see how visitors engage and use your website. You can get suggestions for how to improve your website from this information.

You may discover what visitors do on your site after clicking your ad by combining Google Analytics and Google Ads. Utilize this data to enhance your website visitors’ experience, which can raise conversions and your overall return on ad spend (ROAS).

Google Analytics and Google Ads, How does it work?

As per Google’s explanation, anyone with access to the views you chose during linking will be able to see your imported Google Ads data when you attach a Google Ads account to an Analytics property.

You will have the ability to import Analytics data such as conversions, metrics, or remarketing lists into your account. The “Conversions” column of your Google Ads reports will provide this information.

Google Analytics Function on SEM 

You can conduct a thorough analysis of the visits to your website using Google’s free web analytics tool.

It offers useful information that can aid in the development of your company’s success strategy. Especially, now that a website serves as practically every company’s internet presence.

Therefore, it becomes crucial for you to understand the internal workings of your website in order to determine whether it is serving its intended function.

You must know the specifics of what visitors do on your website, how long they remain, and which pages they visit in order to do this.

This is where Google analytics and search engine marketing create a common understanding in terms of  keeping your website relevant, competitive, and most significantly, a revenue-generating machine. 

How to Create Google Analytics Account 

Understanding how to set up Google Analytics will enable you to access a variety of data regarding the users of your website.

The following steps will help you set up Google Analytics:

  1. Install Google Tag Manager

This free tag management tool from Google is responsible for taking all the information on your website and sending it to them to other services like Google Analytics.

Without having to manually write code on the back end, it also makes it simple for you to update and add tags to your Google Analytics code, saving you time and a lot of hassle in the future.

  1. Create Google Analytics Account

Similar to Google Tag Manager, you’ll want to register for a Google Analytics account on the GA page.

  • Provide the following information: the URL, account name, and name of the website. 
  • Ensure to choose the industry category for your website as well as the time zone in that you want the reporting to take place.
  • Accept the Terms and Services after completing those steps to receive your tracking ID.

The tracking ID is a unique identifier or a series of numbers that instructs Google Analytics to deliver you analytics data. Don’t publicly disclose the tracking ID to anyone as it is specific to your website and your personal information.

The next step can be taken once you obtain the tracking ID.

  1. Configure Google Tag Manager to add an analytics tag. 

Click the Add a new tag button on your Google Tag Manager dashboard. Your new website tag can be created on the page that will be directed to you.

You can alter two components of your tag in these areas:

Configuration – where the tag will send the data it collects.

Triggering – what kind of information you wish to gather.

To select the kind of tag you wish to create, click on the Tag Configuration option. 

You may opt for creating a tag for Google Analytics, all you need to do is:

  • Select the “Universal Analytics” option and the kind of data you wish to track after clicking that. 
  • Next, click  “New Variable…” from the dropdown menu under “Google Analytics Setting” in the following step.
  • You’ll be directed to a new window where you can input your Google Analytics tracking ID. This will send data from your website directly to Google Analytics, where you can view it afterwards.
  • When you’re finished, go to the “Triggering” area and choose the information you want to send to Google Analytics.
  • The “Choose a trigger” page will be displayed once you click the Triggering button, just like you did with the “Configuration” button.
  • To send data from all of your web pages, click All pages from here.
  1. Establish goals

Let Google know what success means to you for your website. You must define goals on your Google Analytics dashboard to accomplish that.

Here’s how you should do it:

  • In the lower-left corner, click the Admin icon to get started. When you do, a different window will open and you’ll find the “Goals” button there.
  • When you click that button, you’ll be sent to the “Goals” dashboard where you can set a new objective.
  • From here, you can browse through many goal templates to see whether one corresponds with your intended goal.

You must decide on the kind of objective you desire. They consist of:

Destination: if you wanted the user to land on a particular web page.

Duration: suppose you wanted customers to stay on your website for a certain period.

Screens or pages each session: if you wanted users to visit a certain number of pages.

Event: if you desire viewers to click a link or play a video.

  • Dont forget to save the goal after you’re finished, and Google Analytics will start tracking it for you.
  1. Link account to Google Search Console

Google Search Console is a strong tool that may give you access to priceless search metrics and data.

It allows you to carry out tasks like:

  • Check the crawl rate for your website.
  • Know when Google examines your website.
  • Analyse the internal and external links that lead to your website.
  • Examine the keyword searches for which you appear in search engine results.

Follow these steps to link your search console account:

  • Click the gear icon in the lower-left corner of the main dashboard to configure it.
  • Select Property Settings from the middle column.
  • Click on Adjust search console after scrolling down.
  • You’ll be taken to another page if you select the Add button. 
  • Click the Add a site to Search Console button at the bottom.
  • You can add a new website to Google Search Console from this point. 
  • Type the name of your website there and click Add.
  • To add the HTML code to your website, follow the instructions. 
  • When you’re finished, click “Save.”

Dont worry if your data hasn’t appeared yet, it is normal. You may take a break first and check back. 

Landing Page 

The landing page and Google Analytics share a special bond that you probably dont know. 

In digital marketing, landing pages are a fundamental concept. To increase traffic to your website and maximise the effectiveness of your marketing efforts, it’s critical to understand how and where visitors enter.

But how can companies take advantage of programmes like Google Analytics to learn how visitors arrive at their website?

How does it work?

You can track page views on your landing page or website using Google Analytics, and you can see the data in your Google Analytics account. You’ll need your Google Analytics ID to add this type of tracking.

Once tracking is enabled, we’ll track page views when users access your published content and send that information to your Google Analytics account.

How are landing pages measured?

In Google Analytics, landing pages are measured differently from other pages in several significant ways. 

Ensure to keep an eye on these landing page metrics:

  1. Sessions

Dont be confused but remember that landing pages track “sessions,” whereas regular pages track “pageviews” (the number of visitors to the page).

Instead of merely referring to that particular page, this metric takes into account the entire website visit.

Average session duration, or the typical amount of time a person spends on the website after arriving at a specific page, is a similar metric that landing pages track.

  1. % New Sessions

% new sessions is a measurement of the proportion of visitors to your landing page that are new users on a certain device as opposed to repeating visitors.

This another helpful measure for landing pages aids in understanding your website and improving its functionality. 

  1. Bounce rate

We know you are familiar with this term already, but it is still important to understand this concept as it affects our landing pages. 

By definition, bounce rate refers to the percentage of visitors who leave your landing page without exploring more of your website. 

It simply informs us if your landing page is effective at attracting visitors and enticing them to stick around.

  1. Page Per Visit

For digital marketers, it is crucial to keep track of sessions and separate them from pageviews. 

It enables us to monitor how smoothly a visitor navigates your website. We can presume your site is performing its job of attracting visitors and keeping them around if there are many page views during a single session. 

How to improve your landing pages in Google Analytics?

  1. For optimum results, test and refine your landing page’s design. Apply a strategy to other landing pages if it is effective on one page.
  2. Ensure the ad copy corresponds to the landing page when linking to them from advertisements. Be mindful that your advertisement links to pertinent material and avoid creating deceptive adverts.
  3. Even if Google Analytics is a strong tool for page analysis, using additional platforms might help you understand your landing page data even better. Dont hesitate to export data if you need one. 

Conversion Tracker 

With the Google Ads’ strong conversion monitoring feature, you can determine how well your advertising campaign is producing leads, sales, downloads, email sign-ups, and other crucial business actions. 

You may determine which components of your campaign are effective and ineffective using the conversion monitoring data, and then adjust your bids, ad copy, and keywords accordingly.

You need the following before you can set up website conversion tracking:

  1. A website: This is where the conversion tracking code, often known as a “tag,” will be placed.
  2. Editing skills: Editing website code is necessary, and it must be possessed by either you or your web developer.

How does it work?

Google shared that you must first create a conversion action in your Google Ads account to begin conversion monitoring. 

A conversion action is a particular customer behaviour that benefits your company.

How to Setup Conversion Tracker on Your Campaign

To get started Google shared these step-by-step guides:

A. Create a new conversion action

  1. Sign in to your Google Ads account.
  2. In the upper right corner, click the tools icon Google Ads | tools [Icon], and under “Measurement,” click Conversions.
  3. In the summary, click + New conversion action.
  4. Select Website.
  5. Enter your website domain and click Scan to: 
    1. Detect if your website has a global site tag. If you don’t have a global site tag yet you can set one up.
    2. View a list of URLs that you can track as conversions

B. Choose how to set up your conversion action –there are two ways to set up this.

  1. Set up conversions with URL -the fastest way to set up your conversion action.
  2. Set up conversions manually – use this approach if you wish to personalise your event tag with value tracking, transaction IDs, or other custom parameters. If you need to track buttons or link clicks, you may opt for this method. 

C. Set up your conversion tag

Choose between 2 ways to install your tag

1. Paste the global site tag on your website code

2. Use Google Tag Manager

Dont worry, if you can’t decide or have trouble on this one, you may use Tag Assistant to check the implementation of your tag.

D. Check your conversion tracking tag

If there’s a chance there might be a problem with the conversion tracking tag, or if you want to ensure that it’s installed and tracking conversions properly:

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the top right-hand corner of your account.
  3. Under “Measurement”, click Conversions.
  4. In the conversion actions table, find the conversion action that you want to check in the “Name” column, then look at the “Status” column in that same row.

Google Ads Campaign Types

Google will ask you to select an aim before prompting you to select a campaign. The available campaign kinds will then be displayed to you based on your goal.

Search Ads 

What are Search Ads 

On the pages of the Google search engine results  (SERPs), there are text adverts called Google search ads. Your search advertising may show up either at the very bottom of the page or at the top above the organic search results.

Advantages of Search Ads 

Running Google Search Ads will enable you to make your company stand out from the search results and attract the attention of potential customers.

  1. Focuses on customer’s actual intent

Due to banner blindness and the number of goods and services, it is more crucial than ever for businesses to understand and address the true intentions of their customers.

This is the fundamental principle of so-called intent marketing: knowing what your customers want right now and concentrating on how to give it to them.

Search engines are excellent platforms for implementing intent marketing because they provide tonnes of data about the user’s buying intent.

  1. A subtle way of advertising

Pay-per-click (PPC) adverts in search results are now visually similar to organic results, making it more challenging for users to distinguish between the two. 

Searchers are reportedly unable to distinguish between paid and organic results in around half of the cases, which only works in the former’s favour.

  1. Resist Ad Blocker

Search advertising is by nature resistant to ad-blocking software because they are generally quite helpful and non-intrusive. 

This makes them more appealing to advertisers and gives them a clear advantage over conventional display ads, such as banners and skyscrapers. 

Although the AdBlock settings can be changed to prevent search adverts from appearing, most users choose to leave them unblocked.

  1. Beneficial for poorly performing websites

For websites that do poorly in SEO and don’t rank well naturally, paid search advertising is a solution. 

Additionally, it’s a means for new companies to appear on the top page of search results, receive that all-important search visibility, and connect with customers.

When to Use Search Ads 

Search advertising is designed to target the keywords and phrases that users enter into Google. Targeting with a purpose refers to this. Your market to consumers who express interest and intent in your goods.

Having paid search advertisements makes you more visible when people conduct these searches, increasing the likelihood that you will win their business over your rivals. 

Search ads work best for:

  1. Brands, goods, and categories that consumers are familiar with:

For search advertisements to be effective, consumers must be looking for your good or service. Your ads won’t likely do well if you’re starting a new category or selling a distinctive product that most people haven’t heard of before. 

Because they allow companies to profit from people actively searching for well-known products and services, search advertising is effective.

  1. High purchasing intent: 

People who are considering making a purchase and are simply seeking the best choice are the perfect target audience for a search ad because they are looking for the solution that your product offers.

  1. Bringing in customers from other ad channels: 

When a person clicks or sees an advertisement on Facebook, they frequently end up Google (either right away, or a few hours or days later) the name of your company, your product, or your product category to locate comparable items or reviews.

What is a responsive search ad?

You can enter numerous copy iterations of all the factors into responsive search ads (e.g., different headlines, descriptions, etc.). 

To determine which mix of those assets performs best, Google will test several combinations on the fly.

Keep in mind that If you’re using responsive search advertising, ensure your assets are compatible with one another and may be displayed in any combination.

How to Run Search Ads

To enhance the effectiveness of your campaigns, it’s crucial to often review your sponsored search approach.

1.       Analyse and assess budget distribution

Regularly compare your budgeted and actual spending for each account and campaign. Monthly, quarterly, or semi-annually will work as long as you can stick to the budget numbers, depending on the size of the budget.

2.      Review the latest updates to Microsoft Ads and Google Ads.

The search ads platforms have some fantastic new capabilities this year, allowing us to concentrate on more crucial tasks like audience optimization and the addition of new ad extensions.

  • Video Extensions

Microsoft Ads introduced video extensions, which, when clicked, expand into a complete video and appear as a thumbnail next to an advertisement.

  • Multimedia Ads

This brand-new responsive ad style from Microsoft Ads combines the creative ad assets of advertisers, such as photos, headlines, and descriptions, with the use of machine learning to produce appealing, eye-catching advertisements.

Check out some obscure PPC features that you probably aren’t aware of while you are investigating new features.

3.      Choose the appropriate keyword match types.

Every term has a “match type,” and choosing the incorrect one can cost you a lot of potential results. 

Three different keyword match kinds are available in Google search ads: exact match, phrase match, and broad match. 

Add negative keywords if you want to steer clear of focusing on pointless search queries.

4.      Look for Cooperation

It’s important to take a step back and look for helpful resources and second opinions if the PPC wheels keep turning but don’t seem to be moving.

There are plenty of concepts to exchange among you because much of the art and science of PPC management is specialised to the person or company.

5.       Examine new platforms

One of the most crucial best practises you should be aware of is testing new paid channels.

Expand your horizons on Facebook, Microsoft, and Google.

A few additional advertising channels to test include the following:

  1. LinkedIn: the best option for business and professional targeting. Microsoft Ads can also be used to target LinkedIn audiences.
  1. Pinterest: Consumer goods, services, and products geared toward women.
  1. Snapchat: this platform features include a younger audience (13 to 35), video commercials, app downloads, filters, and lenses.

Display Ads 

Even if you weren’t aware of it at the time, you have already seen display advertising. 

What are Display Ads 

A display ad, commonly referred to as a banner ad, is a type of paid web advertising that usually consists of a professionally produced picture or a photo and words. 

The promotional image can then be clicked by viewers, who will then be directed to the associated landing page.

Since they are not present in search results, display advertisements operate differently than text ads. They can be seen on websites and may have animated graphics or interactive displays to keep users interested.

What are display ads’ categories?

  • Remarketing Ads

Users who visited your website or post-click landing page but left before completing the necessary conversion goal see remarketing display adverts.

This display ad is an efficient strategy to keep your brand in the thoughts of customers who have already expressed interest in what you have to offer.

  • Contextual advertising

Contextually targeted advertising is displayed on websites depending on a variety of factors rather than users’ user profiles.

It involves the following:

  1. Topic and keywords for your ad
  2. Your preferred locale and language
  3. The overall motif of the host website
  4. The most recent users’ browsing history on the website
  • Personalized ads

Remarketing is regarded by Google as a subset of tailored advertising. 

You can use personalised ads to target customers based on their online behaviours and demographic information to create a specific audience.

The 4 distinct types of personalized ads that Google recognises

  1. Similar audience ads
  2. Affinity targeting
  3. Custom affinity groups
  4. Custom intent and in-market ads
  • Site placement 

In this display ad category, the advertiser or marketer selects the website they want to run their display adverts.

You can combine contextual targeting with placement targeting. With this strategy, you pick a website and Google chooses the pages that are most pertinent to your advertisement.

Advantages of Display Ads

  1. Diverse

Display ads come in a wide range of forms and dimensions. They can also be presented in a variety of formats, as you can see from the examples above. 

This means that you can pick a look and a format for your advertising that will support your objectives.

  1. Reach

Using your Google Ads account, you may now directly reach millions of websites thanks to the Google Display Network (GDN).

  1. Strengthens brand awareness

Display advertising is unmistakably advertisements, in contrast to native ads that look like editorial material. 

Audiences are immediately aware that they are viewing a message from your brand, even though that can occasionally mean that individuals will ignore them out of principle.

  1. Provides great value for your money.

Display advertising can help you reach the broadest segment of your target market even though only a small percentage of people click on them. 

While being less intrusive, their reach is just as wide as that of conventional advertising like a television or radio commercial.

  1. Measurable

Clicks, impressions and conversions can all be tracked from Google Ads, as well as Google Analytics for more granular performance and engagement tracking.

When to Use Display Ads 

These advertisements can assist you to filter people into your funnel so they can become leads. They can also engage or re-engage visitors with your campaign.

How to Run Display Ads 

1. Utilize your most effective search terms.

An excellent technique to introduce your company to interested audiences is through keyword targeting. We advise beginning with your best-performing search terms if you’d want to give it a go but are unclear of where to look.

Of course, how you define “top-performing” is up to you, but if there are a few keywords that frequently result in inexpensive clicks or conversions on the search network, why not try them out on the display network?

2. Don’t complicate your designs.

Users who are exploring the web will likely only take a quick look at your adverts. They ought to be able to understand your brand and main message at such period. 

Less individuals are able to recall the main idea the more clutter there is. Make sure the content and design of your adverts are straightforward.

The product is always the main emphasis with such plain surroundings. The CTA is straightforward and succinct, and the ad language uses few words to highlight the value proposition.

3. Select A Captivating Call to Action

The click-through rate has been observed to rise when buttons are added to ads. To make it stand out, choose a strong colour, and be careful with your word choice.

Ads with calls to action like “Click Here,” “Learn More,” “Watch Now,” or “Register Here” will encourage users to click them. Additionally, the CTA is typically positioned in the display ad’s bottom half.

4. When writing RSAs, concentrate on the headlines.

In order to create a responsive display ad, you must write the following four types of copy:

  • Short headline must be 25 characters long. Long headline must fit to a 90-character limit.
  • Description should be 90 characters long.
  • For your business name, you may maximise the 25-character limit.

There are two important things you need to understand about headlines: Google Ads never run both simultaneously; and your description may occasionally be excluded from Google Ads.

There’s no assurance your description will be included with the headline that is chosen for a certain version of your RSA.

Verify that your headlines are sufficient on their own. Both should convey the distinctive value of your company or the deal you’re offering.

5. Be certain that your landing page and design adhere to your brand guidelines.

To achieve brand consistency throughout all of your marketing initiatives, your display ads should carefully adhere to your brands’ rules. 

You’ll struggle to build brand awareness and brand loyalty if your brand identity is continually shifting from one media to another.

Additionally, be sure the colour scheme and fonts of your ads and landing page coordinate. 

A seamless transition between your advertising and landing pages will improve user experience and build user confidence.

Video Ads 

We bet you love this more than the other types of advertisements we have mentioned. 

Video advertisement is one of the most sought-after advertising campaign materials as it can reach online audiences faster.

What are Video Ads 

We are sure that you have noticed that before, during, or after streaming content. 

However, some marketing experts broaden the definition of video advertising to include display advertisements with video content, social network video advertisements, and native video advertisements sold on websites such as news websites, entertainment websites, or e-commerce websites.

When it comes to video commercials, there are three primary KPIs that correspond to the three major stages of the marketing funnel:

  • Awareness
  • Conversion
  • Consideration

Remember that selected KPIs will depend on the goals you have in mind.

Advantages of Video Ads

It’s no secret that individuals who lead busy lives would prefer to watch a quick video and learn everything they need to know about a product than read a lengthy text. 

There are many advantages, but this is just one of the most significant ones.

  1. Effective storytelling – communicates information faster
  2. Build up brand recognition
  3. Increase social media shares
  4. Expand customer base
  5. Provides high organic traffic

What is the various type of Video Advertising?

To get the most exposure, you can run your videos on YouTube and other video-sharing websites. 

It pays for your video campaign that you are familiar with the features of all possible options to select the best format. Here are some:

  • Outstream Video Ads

Advertisers can use outstream video to insert their video ads into display ad spots. 

These ad placements are more valuable than your typical ad placement due to the ad’s interaction with a publisher’s website, even while they don’t have the same engagement level as instream video slots.

  • Instream Video Ads

This kind frequently occurs when secondary video content on YouTube or other platforms is played before, during, or after the introductory video. 

Both skippable and non-skippable in-stream adverts are available. 

A spectator can skip the first scenario’s video after the first five seconds. These advertisements aid in building brand recognition, connecting with prospects and clients, and increasing organic website traffic.

  • Bumper Ads

These six-second-long advertisements may run before, during, or following the main video. 

These video advertisements can be seen on websites, applications, and YouTube. Brands that utilise bumper advertisements are compensated according to the number of ad impressions. 

This style is the ideal option if a business wants to communicate clearly and briefly with its target audience. This type of video ad doesn’t allow viewers to skip them. 

  • Masthead Ads

The structure is ideal for raising awareness and advertising a new product. Within a short time, it will assist spread the word and reaching a large audience. 

At the top of the YouTube Home feed, viewers can see an advertisement playing automatically with no sound for about 30 seconds.

  • Video Discovery Ads

These advertisements can be seen in YouTube videos, YouTube search results, or on the mobile YouTube homepage. 

The advertisement has a thumbnail (a still image from a video) and some brief text. 

Depending on the placement, the duration of this promotional film can change, but it will always end with an invitation to watch.

When to Use Video Ads 

It is now clear that every digital marketing approach must include video.

Here are some tips you can make to create video commercials that appeal to your target market, grab their attention, and finally yield the desired results.

1. Keep your brand at the forefront of the communication.

Videos that emphasise advertising a product perform 80 percent worse in terms of message resonation than those that emphasise a brand’s personality (its values, history, and mission).

2. Do not overlook the music

Google advises introducing your brand a loud in your video advertising because many consumers watch videos without necessarily glancing at the screen, which will enhance exposure.

People typically surf silently on various networks, such as Instagram or Facebook. Keep your messaging for both platforms clear and concise.

3. Advertising and emotions go hand in hand.

When advertisements play on powerful emotions like suspense or laughter, people are more likely to remember the brand.

4. Be relevant

In order to reach a target population that is unfamiliar with your brand, video advertising are frequently employed as a prospecting approach.

If your advertisement doesn’t resonate with consumers, they won’t hesitate to ignore it. To increase the likelihood that someone who might be interested in your goods or services will see your advertisement, use relevant targeting.

5. Make your video ads specific to each social media network.

More and more businesses are turning their back to large productions in favour of making straightforward, sincere films that mimic native content on social media sites.

These videos give off a less overtly promotional vibe, which lowers the likelihood that a listener may habitually miss your advertisement.

Google Ads Extension 

Ad extensions, as defined by Google, are a feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.

How do they work?

To improve the effectiveness of your text advertisements, Google Ads chooses which extensions to display in response to each unique Google search. 

Extensions increase your ad’s visibility on the search results page by adding extra content to it; thus, providing more value to your ads. It frequently boosts the overall number of clicks you receive and can include extra interactive contact options, such as calls or maps.

Advantages of Google Ads Extension 


Adding extensions to your campaign is free of charge. 

Clicks on your advertisement, including your extension, will continue to incur fees as usual, but clicks on seller reviews will not. When someone contacts you from a call extension or downloads your app from an app extension, you will be charged per click. 

For each ad and its extensions, Google Ads charges no more than 2 clicks per impression. The best practice is to use at least four extensions for your ads.

Allow Us to Provide More Information 

Ad extensions allow you to provide additional details that you might not have included in your ad messaging. 

You can separate the information according to the many ad extensions that are available, such as the review extension to display user reviews and the call extension to increase calls to your business.

Attract Users to Interact With Our Ads 

Since you are free to provide more information, users will never question your legitimacy. 

This will attract them more and push them to engage with you. They will have confidence in your brand as you have the necessary details, such as your phone number or business address, included in the advertisement. 

Type of Google Ads Extension

Sitelink Extensions

Sitelink extensions in search display extra links below the primary text ad. These buttons take visitors to other pages on your website that you want them to view.

Contact Us pages, pricing pages, sale pages, and testimonials pages are frequently utilised with sitelinks. They have been very effective in guiding customers to specific category pages on e-commerce sites.

These can be manually or automatically extended dynamically.

Location Extensions

Location extensions are crucial to any company’s local Search advertising efforts, and their importance will only grow as local mobile searches become more rampant.

Whether your business is a retail store, coffee shop, or auto garage, location extensions can increase foot traffic by displaying your address, the distance from the Google user to your address, or mapping instructions to your address.

Neglecting location extensions is a costly mistake because local queries are frequently searched with fairly high commercial intent.

Call Extensions

Callout extensions are 25-character snippets with a variety of functions that are intended to draw attention to crucial sales or marketing aspects of your company, goods, or services.

May these best practices to craft your callout extensions help you.

  • Use all of your 25 characters wisely! Make it short and sweet.
  • Utilise fragments
  • Ensure that every callout extension applies to the complete product you are advertising.
  • Make it precise and convincing.

Offer or Promotion Extensions

Having an offer, advertising it everywhere you can think of, and then having no one use your code or apply for the deal is one of the more annoying things you can experience as a business.

Google is quite accommodating in terms of how you manage this add-on. 

You can select already-populated event tags or specify specific dates, days, or hours for the extensions to appear. They are simple to turn on and off, and doing so won’t require creating a new advertisement.

Apps Extensions

Who doesn’t have apps on their mobile devices now?

These extensions are one of the most popular as it evolves with the type of devices we have currently. 

App extensions increase the visibility of your app and make it simple for users to download it straight from the text ad. The fact that app extensions are the sole option to track app downloads based on your keywords is another fantastic feature of them.

Tip to use an app extension properly:

  • Link the app extension to the app store and your website’s headline text to the website.
  • Branded and general keywords should be added to app extensions.
  • Include additional keywords in addition to those that encourage app downloads.

How to Use Google Ads Extension 

After logging in to Google Ads, follow these steps to configure extensions:

1. Choose your ad group or campaign.

2. To add a new extension, click the giant + sign, the “Ads & Extensions” tab on the left, and then “Extensions” across the top.

3. Choose the extension you want to build from the drop-down menu, you can choose to use an extension on the campaign level or you can customize the usage at the ad group level

4. Click save after customising each sort of extension you want to set up (Google will show you a preview of your ad as you develop it).

Final Thoughts 

You have come a long way in learning about search engine marketing!

We are as ecstatic as you that we get to share these pieces of information to add to your SEM knowledge. Our Google Ads Campaign guide is up for grabs for someone like you who is eager to understand how ads work. 

Yes, many things make up running campaign ads. It looks easy when it is out there waiting to be clicked by your target clients, but it takes a lot of patience and understanding to produce one. 

Our team at Roots Digital are here to help you in case you need someone to walk you through your brand campaign. 

As digital marketers, we are exposed to various types of ads campaign that we know what works best for you and the industry where you operate. 

Let us know how we can help you with your search campaign. Schedule a call and speak with our digital strategist about SEM Services for your business!


Is the Google Ads campaign free?

Account creation is cost-free. You won’t be charged until your clients take some sort of action, like clicking your advertisement to go to your website or give you a call.

How do I run a Google ad campaign?

1. Sign in to your Google Ads account.
2. On the left-side menu, click Campaigns.
3. Click the plus button, then select New campaign.
4. Select your advertising objective for the campaign.
5. Scroll down, then choose your conversion goals and click Continue. …
6. Choose your campaign type and click Continue.
7. Then select a campaign type. 

What are the campaign types in Google Ads?

There are three prominent types of Google Ads campaigns:

Search Ads
– Display Ads and 
– Video Ads

About Roots Digital

Roots Digital is an award-winning digital marketing agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO services, SEM services, PPC services, Google Analytics Services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

PSG Grant For Digital Marketing – Save up to 70% on your digital marketing today!

Looking for a trusted SEO agency in Singapore? Schedule a consultation with us today.

About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

Looking for digital marketing grants for SMEs? Check out our pre-approved digital marketing solutions under the PSG digital marketing grant.

PSG Grant For Digital Marketing – Save up to 50% on your digital marketing today!

Picture of Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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