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Unit 3.2

Google Ads: Search, Display, Shopping, and Video Campaigns

Digital Marketing Course

Today's Learning Objectives

By the end of this lecture, you will be able to differentiate and select the appropriate Google Ads campaign type for various marketing objectives.

  • ✅ Differentiate the four main Google Ads campaign types.
  • ✅ Identify the primary use case and goal for each campaign.
  • ✅ Analyze which campaign type best suits specific business goals.
  • ✅ Apply campaign selection principles to a local (Nepalese) context.

What is Google Ads?

Definition: Google Ads is an online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users.

  • It operates on a Pay-Per-Click (PPC) model.
  • It's the most popular and powerful platform for search engine marketing (SEM).
  • ⚡ The key to success is choosing the right campaign type for your goal.

1. Search Campaigns 🔍

Core Purpose: Capture Intent. Reach customers actively searching for your products or services.

  • Format: Text-based ads.
  • Placement: Google Search Results Pages (SERPs).
  • Trigger: User search queries (keywords).
  • Primary Goal: Drive high-intent traffic, generate leads, and secure sales.

Anatomy of a Search Ad

Example: A user searches for "trekking agency in Pokhara"

Everest Trails - Best Annapurna Treks | Book Now

www.everesttrails.com.np/annapurna

Official government-licensed trekking agency in Pokhara. Guided treks for all skill levels. Get a free quote today!

  • Headlines: The most prominent text, designed to grab attention.
  • Display URL: Shows your website address.
  • Description: Provides more detail and a clear call-to-action (CTA).

2. Display Campaigns 🖼️

Core Purpose: Build Awareness. Reach a wide audience visually across the web.

  • Format: Visual ads (images, banners, text, GIFs).
  • Placement: Google Display Network (GDN) - millions of websites, apps, and videos.
  • Trigger: Audience targeting (demographics, interests, remarketing).
  • Primary Goal: Increase brand visibility and remarket to past visitors.

3. Shopping Campaigns 🛍️

Core Purpose: Showcase Products. Drive e-commerce sales with visually rich listings.

  • Format: Product Listing Ads (PLAs) with image, title, price, and store name.
  • Placement: Google SERPs and the "Shopping" tab.
  • Trigger: Product attributes from a data feed (via Google Merchant Center).
  • Primary Goal: Drive online sales for e-commerce businesses.

Practical Application: Shopping Ads in Nepal

Scenario: An online handicraft store in Patan

A tourist in Thamel searches for "buy pashmina shawl online".

The store's Shopping Ad appears at the top of the search results, showing:

  • A high-quality image of a colorful pashmina.
  • The title: "100% Cashmere Pashmina Shawl".
  • The price in NPR.
  • The store name: "Himalayan Crafts NP".

⚡ This immediate visual and price information is highly effective for converting product-focused searches into sales.

4. Video Campaigns 📹

Core Purpose: Engage & Tell a Story. Connect with your audience through video content.

  • Format: Video ads (skippable, non-skippable, bumper ads).
  • Placement: YouTube and Google video partner sites.
  • Trigger: Audience targeting (demographics, viewing habits, topics).
  • Primary Goal: Build brand affinity, demonstrate products, and increase reach.

Campaign Type vs. Marketing Goal 🎯

Goal: Immediate Sales / Leads (High Intent)

1. Search Campaigns: Capture users actively looking for a solution.

2. Shopping Campaigns: For e-commerce, show the exact product they want.

Goal: Brand Awareness / Reach (Low Intent)

1. Display Campaigns: Visually introduce your brand across the web.

2. Video Campaigns: Tell your brand's story on a massive scale via YouTube.

Key Takeaways

  • Search Campaigns capture existing demand from active searchers. 🔍
  • Display Campaigns create new demand and build brand awareness visually. 🖼️
  • Shopping Campaigns are essential for e-commerce to showcase products directly in search results. 🛍️
  • Video Campaigns leverage the power of YouTube to engage and tell compelling stories. 📹

  • The most important step is to align your campaign type with your primary business objective.

Thank You

Questions?

Next Topic: 3.3 - Ad Groups, Keywords, and Match Types

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