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Search ads: They are the most common ads you will see in the search results. These PPC ads appear at the top and the bottom of the search results on Google. You will see these ads tagged with the word “ad” to indicate paid content. These ads contain text with no visuals. If you want to create a Google search ad, you will use Google Ads to create and set up your advertisement.
Setting up a search ad: To create an effective search ad, start by choosing your keywords. Keywords trigger your ad to appear in the search results. If you want to reach leads looking for your products or services, you will want to make sure you select relevant keywords first.
Long-tail keywords are the best type of keywords for the PPC ads. These keywords contain three or more words, like “HVAC Company in Harrisburg, PA.” These keywords are better for the search ads because they drive more interesting leads for your business and keep your cost per click (CPC) low. Once you select your keywords, you will enter an auction to bid for your ad’s placement. You will set your maximum bid, which is the maximum amount you are willing to spend each time someone clicks on your ad. Once you have your placement, you will launch your PPC search ad.
Display ads: These are another PPC ad type you can use to reach people interested in your business. These ads appear on Google’s partner websites. Instead of being all-text ads, these ads typically include a photo and a text. These ads enable you to target the specific types of people you believe are interested in your business. You can set your particular target market or focus on targeting the people who visited websites similar to your own.
Setting up a display ad: With display ads, you follow the same procedure as regular PPC ads. You will set your bid amount to determine how much you pay when someone clicks. Next, you will select industry-related sites for your ads to appear, since choosing the right places ensures that you’re reaching leads who want to hear from your business.
Social ads: These are one of the most popular types of paid advertising. These ads appear in social media feeds on different platforms. It is a great way to connect with social media users.
Setting up a social media ad: To start using social media ads, you must select your platform. There are multiple social media platforms you can choose from, including:
These are the most popular platforms companies use to engage their audience. You will want to choose your platform based on where your audience frequents the most. Once you establish your platform then you can start creating your ad. Many social media platforms offer a variety of formats which you can use. The format will depend upon what you want to achieve with your campaigns.
Also Read: What is Social Media Optimization & its Working?
Remarketing ads: Many people will visit your website and learn about your products or services but would not convert. Whether they need more time to think or want to consider the other products, they may not choose your business immediately. When this happens, it may feel like you have lost a lead, but that’s not the case. Instead, you are presented with an opportunity to use remarketed ads to get them to think about your business and choose your brand.
Setting up a remarketing ad: Remarketed ads require using Google’s remarketing code, also known as a tracking pixel. If you already run Google PPC ads, you can easily add this pixel to your campaigns. You will place this tracking pixel on your site to gain a better understanding of what your audience views on your pages. It helps you know the products or service pages your audience visit. Once they leave your site, they will be categorized into the appropriate lists. You must set up the different lists for your campaign that segment your audience based on actions.
Google shopping: These ads are another type of paid advertising your business can utilize to help leads find your products. These ads appear in a carousel format which is above the main Google search results. It allows the users to see the products and prices before they click on someone’s website. Google shopping ads present a “window-shopping” feel to the Internet. It allows users to browse the same product from the different companies.
Setting up a Google shopping ad: To get started with a Google shopping ad, you will start a new campaign in your Google Ads account and choose “Shopping” as your campaign type. Once you have selected your campaign type, you’ll set up important information such as:
- Campaign name
- Country of sale
- Bid amount
- Inventory filter
- Daily budget
- Devices (mobile, computer)
- Location
Once you fill out this information, you will get your ad up and running. These ads enable you to offer a sneak peek of your product to the audience. They can see a picture of the product, price, and your company name. There may also be additional information, such as a price drop percentage, product star rating, special offers like free shipping.
Local service ads: It is one of the most exclusive types of paid advertising. This advertising option is only open to a few markets, including:
- Plumbers
- HVAC companies
- Locksmiths
- Electricians
- Garage door companies
Setting up a local service ad: These ads primarily appear in specific local queries. These queries typically have a zip code, neighborhood and city name in them. It helps locals find the businesses that serve in their area. It includes your business’s name, star rating, and phone number. It also includes your hours of operation and notable factors from your company.
