The Ads Playbook : 13 Types of Google Ads

Among the paid advertising networks, Google Ads may be the most misunderstood. Even though Google Ads presents a unique opportunity to market businesses’ goods directly to consumers who are actively searching for them, many business owners underutilize it in favor of sponsored posts on social networking platforms like Facebook.

With the help of Google, you have access to a wide range of advertising solutions. The two biggest search engines in the world, Google and YouTube, as well as a network of millions of websites where you can advertise, are also accessible to you.

It’s unfortunate that the Google Ads system has a challenging user interface and a long learning curve. If you don’t know what you’re doing, you can choose a target market that is too large and wind up spending money without making any money.

Why utilize the Google Ads system?

There are other paid advertising systems similar to Google Ads. It enables you to:

Set a $5 flexible spending limit.
Pay per click, so you only pay (typically) when someone visits your website.
Easily turn to spend on or off.
Get quick, quantifiable feedback on how your campaign is doing.
You can target an audience based on their demographics, interests, past interactions with your brand or website (such as when they visited a particular page or left their basket), specific behaviors, and other characteristics.
Get your campaigns to a huge audience.

Search Advertisements

Unlike social media, most users of search engines have a clear purpose in mind while using them: they are looking for information, problems to solve, and particular goods or services. As a result, Google becomes a potent marketing tool for a range of companies.

Based on the typical monthly search traffic for a given query, the expected cost per click, and other information Google makes available, you can decide how to advertise on Google. You can place search advertisements promoting your goods and services right in a user’s search results, and you can even focus your targeting on people in a certain region.

Let’s say you market a plant-based protein supplement. Every month, more than 200,000 people use Google to look up “protein powder,” while many fewer people search for “vegan protein powder.” The more particular search term will probably convert better because it is more pertinent to your goods. Google will allow you to bid (more on this below) to advertise your brand on each of these terms separately.

You can develop text advertisements that show up in search results tagged with the word “Ad” in a tiny box, or Google Shopping ads that reveal important purchasing details like product images, pricing, and ratings—making them ideal for many eCommerce firms. Examples of text and shopping advertising are provided below.

The Google Display Network

Additionally, you can use the Google Display Network to market your goods or services to prospective clients.

Through text, image, and video banner displays that appear as users browse the web, utilize apps, or watch videos, display advertising allows you to reach people who are not currently interacting with Google’s search engine results.

Google is an alternative to Facebook, which is where many advertisers choose to place their display ads.

Ad space on more than 2 million websites and 650,000 applications make up the Google Display Network, which covers 90% of all internet users worldwide. Google display ads are frequently seen on news websites, whether at the top, in the sidebar, or even all throughout the text.

YouTube adverts

You can advertise on YouTube, a Google-owned channel, via the Google Ads platform. Although YouTube is technically only one of the websites in the Google Display Network, it receives more visitors on a standalone basis than Google and Facebook combined. YouTube video views each day exceed one billion hours. There are many chances to interact with potential customers as a result.

There are banner and overlay choices in addition to pre-roll advertisements, which you are undoubtedly already accustomed to seeing before YouTube videos.

Google offers a range of ad types, as you can see. You must first determine where and who will view your ads before deciding whether to use text, an image, or a video.

How Google Ads auction functions

The Google Ads auction system is used for many of the campaign kinds that are offered. On the search engine results pages, advertisers compete for a position or “rank” by placing bids (often on clicks).

You will be positioned in relation to other bidders based on the amount you bid and how you set up your keywords. The highest bidder does not always take the top position, though; relevance is often a deciding factor.

Google wants to provide its users with relevant and useful advertisements, and you want to advertise to those users who are looking for your company or terms associated with what you’re selling.

Terms and concepts for Google Ads

Paid advertising, specifically Google Ads, has its own jargon and concepts. Here is a glossary you can use if you come across a term you don’t understand:

words for paid marketing to learn

Impressions are the number of times a given advertisement is seen.
Cost: The sum that a campaign invests in paid advertising.
The number of times a user clicked on your advertisement.
Conversion: The specific objective that you are monitoring (a sale, a view of a high-value page, an email sign-up, etc.).
The cost for the advertiser to have their ad seen 1,000 times is known as CPM (cost per thousand impressions).
CPC: The cost per click paid by the ad buyer. Depending on the competition, your business, and the relevance of your target, CPC can range from a few cents to several hundred dollars.
Cost per conversion is the amount an advertiser pays for each order, purchase, new client, or another type of conversion you specify.
Click-through rate (CTR): The proportion of users who clicked on your advertisement out of all the impressions it received. In Google’s search auctions, your click-through rate is the key indicator of relevance.
Conversion rate: The proportion of conversions to clicks, represented as a percentage.
Budget: the total sum of money allotted to a marketing initiative.
Revenue: The sum of the revenue an advertisement brings in.
Profit: The entire value, expressed in dollars, that an advertisement generates after deducting costs like the price of goods and advertising.
Revenue from an advertisement is divided by the cost of the advertisement to determine the ROAS (return on ad spend). For instance, a ROAS of 5:1 is produced when $5 is made for every $1 invested.
The average amount spent by a consumer on a website is called the average order value, or AOV. Divide the total revenue by the number of orders to arrive at the AOV.
Customer lifetime value (CLV) is the estimated total worth of a single customer (also known as LTV) during the course of their relationship with a business, including any subsequent transactions.

Google Ads terminology and ideas

Campaign: A campaign consists of one or more ad groups and a single advertising target, such as traffic or conversions. Budgets are created at the campaign level, so if you anticipate that specific aspects of a campaign will perform differently (either better or worse), it’s a solid sign that it needs to be a separate campaign.
An ad group is made up of your targeting and one or more ads. Ad messages in a well-constructed ad group are all distinctive and perfectly matched to your target audience.
Ad: The visual content—text, a picture, a video, etc.—that users will view.
Keyword: The word(s) or phrase that a user types into the search bar.
Match type for keywords: Controlling the keyword match type allows users to specify how specific or general the chosen keywords (synonyms, related searches, etc.) must be in order for an advertisement to appear.
Negative keywords: You would add a term or phrase to your list of negative keywords if you wanted to stop it from triggering your advertisement. By doing so, you can exclude terms that are related but not relevant (such as “apple cider” for the company Apple).
Ad relevance to the search phrase or the intended audience is measured by the quality score. The cost per click and ad position are often better and lower the higher the quality score.

The 13 campaign types in the Google Ads playbook:-

1. Personalized search

Objective: attracting users who are actively searching for your brand by name.
High audience relevance They are looking for you.
Low ($0.25 to $3.00) is the estimated cost per click.
High ROAS expectations (3:1 to 30:1). These users are explicitly searching for your company’s name.
Profitability and order volume are KPIs.
Scalability: Depending on how well-known your brand is, this is important. Additionally, it will depend on how many people search for you; this number may be boosted by other marketing initiatives that raise brand awareness.
Recommend for: Any company, regardless of size or industry, will probably generate sales when customers are actively searching for their particular brand. If funds are available, give this campaign first priority.

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Specifically named brands or products are included in branded keywords. For instance, “Apple phone” or “iPhone” are trademarked terms for Apple.

It may not occur to you to bid on your own brand name, especially if your website already shows organically at the top of search results. However, doing so enables you to promote specific information (using Google’s ad extensions) and specify the precise page where you want visitors to land. Furthermore, it safeguards you against rivals who might bid on your name or other branded phrases.

As a result of your URL and your advertising being extremely relevant to users who search for you, CPCs for branded search is typically cheaper than for any other search campaign.

2. Search without brand names (generic)

Advertising to potential customers who might buy your items but aren’t necessarily familiar with your brand has the goal of generating qualified intent-based traffic and perhaps even new clients.

A low to medium level of audience relevance

Low to High ($1 to $20) is the estimated cost per click.
ROAS expectations are moderate (0:1 to 3:1, depending on the market, the competition, etc.).
KPIs: Order volume, revenue, and new client acquisition.
Depending on user search traffic and the nature of the terms, scalability has a big potential.
Everyone, with the exception, that you shouldn’t put this strategy ahead of some of the more successful campaigns on this list. However, brands should place a high priority on generic non-branded searches if they want to increase top-line revenue and attract new customers.

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As their name suggests, non-branded search campaigns aim to rank for keyword expressions that don’t specifically mention your brand or products. Because of this, your costs will probably increase, especially for more general terms (such as “purchase pillow” as opposed to “organic goose feather pillow in downtown Toronto”).

This campaign’s objective is to effectively bring new clients and traffic to your website. However, these programs also offer a significant amount of potential scale and a favorable ROAS for marketers.

Remember that a customer’s lifetime worth comes from all of the transactions they make from your company, not just their initial one.

3. Search that isn’t branded (niche)

Goal: Recruiting new clients from niche markets that are a good fit for your specialty offerings.
Audience relevance: moderate to high. (The more specialized your audience is, and the better your product caters to that specialized market, the more relevant you will be to that market.))
According to the competition and the worth of customers’/orders to other advertisers, the estimated cost per click ranges from medium to high ($1 to $20).
ROAS expectations are moderate (0:1 to 5:1).
KPIs: Number of orders, revenue, traffic, and new client acquisition.
Scalability: This depends on the volume of users who use these terms, which have naturally smaller audiences, especially when compared to more general non-branded searches without these niche modifiers.
A brand with a specialized product or one that is aiming to capture a specific market inside a non-branded product category, such as “old NFL game memorabilia” or “vegan deodorant,” is advised.

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The competition for niche non-branded search campaigns is typically lower than for generic non-branded ones. This is due to the fact that more particular keywords make you more pertinent to the searcher’s intent if your products are what they’re looking for.

This campaign style is worthwhile investigating if your company and products are a good fit for niche marketing. Even outside of the context of Google Ads, niche marketing makes it much simpler for firms to attract traffic and, possibly, generate a positive ROI since it provides a target group that is simpler to identify and concentrate on.

Frequently, general non-branded search and niche non-branded search are combined. However, for the reasons outlined above, it is appropriate to categorize this traffic in a separate campaign and to talk about it separately.

By placing bids on the specific branded keywords connected to third-party products that you offer, you can also use this campaign type. As long as you link directly to a landing page that features those products, you can even include these brand names in your ad copy when purchasing these keywords.

Implementation difficulty: This campaign type is difficult to carry out and will need adequate resources to set up and manage, similar to other search efforts.

4. Competition research

Goal: Obtaining new clients by positioning your brand in front of consumers looking for your rivals.
Low audience relevance. (Users are looking for a specific competition rather than your brand.)
Medium to High (between $1 and $20) is the estimated cost per click.
ROAS Expectations: Moderate (0:1 to 3:1, depending on the competition and whether your competitors or their competitors, are bidding on the same branded keywords).
KPIs: Website traffic, new clientele, order volume, and return on investment.
Scalability: This will rely on the size of your competitor’s brand, the number of users who search for them, and other campaigns that raise awareness of them.
Recommended for: Businesses interested in acquiring new customers who already operate profitable marketing campaigns.

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An opposite of a branded search campaign is a rival search campaign. You place bids on searches for your competitors’ branded keywords rather than on the names and items of your own brand.

It may sound like a good idea to exploit your biggest direct competitors’ keywords to your advantage, but doing so can be costly because, in this situation, searchers aren’t most likely to be interested in your brand as opposed to those of your competitors.

This method is typically used by businesses that can justify the greater costs of obtaining a new customer, even if that customer has a potentially higher average order value or lifetime value. If not, this method might not be very successful for you.

5. Google Shopping (branded)

Goal: Using your brand’s keywords to attract searchers who are especially looking for your products or product categories.
High audience relevance. (They are looking for you.)
Low ($0.25 to $3.00) estimated cost per click.
Expectations for ROAS: High (3:1 to 30:1).
ROAS and order volume are key performance indicators.
Scalability: This depends on how many users look up your brand and related products.
Recommended for: Businesses selling tangible goods that have already invested in brand awareness and those that feel comfortable making adjustments within Google Ads to build up this type of campaign.

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The user experience with Google Shopping campaigns is often excellent for consumers: after conducting a specific product search, a user is shown images, pricing, and reviews of products that Google believes are pertinent.

This should be at the top of your list of campaigns to try if your company sells goods and services online.

If you can set up branded Shopping as a separate campaign, you may increase your traffic from this source and manage your money more effectively because users who expressly search for your brand are more likely to convert. If not, both branded and non-branded traffic will automatically be included in Shopping promotions.

Without a segmented campaign approach, non-branded traffic will always outnumber branded traffic, and the majority of your spending will probably be used on non-branded terms that have a lower conversion rate.

6. Google Shopping (non-branded)

The objective is to attract searchers who are especially looking for the kinds of items you sell rather than necessarily your branded products by name.

Audience Relevance: Low to Medium (They don’t always search for your products; they look for your product categories.)

Medium ($0.25 to $20.00) is the estimated cost per click.
ROAS expectations are moderate (0:1 to 5:1).
KPIs: Revenue, traffic, and the addition of new customers.
Scalability: In general, very high, but will rely on how many customers look for your products/product categories.
Recommended for: Most businesses that sell tangible goods. If you don’t specifically have new customer, growth, or top-line income goals, you shouldn’t prioritize this form of marketing over more lucrative campaign types.
A different campaign, akin to the branded Shopping campaign, can be made for non-branded Google Shopping.

In a similar way as non-branded search campaigns, non-branded shopping campaigns operate. Almost usually, it makes sense for e-commerce enterprises to test them if they have the budget.

A typical shopping campaign will be completely non-branded if you don’t have any branded products.

7. Retargeting (text, banner, video)

Goal: Target advertising to prospective customers who have previously visited your website, perused a specific category page, put things to their basket, or already made a purchase.

Strong audience relevance (At the very least, they’ve already been to your website.)

Low (between $0.25 and $3.00), as estimated.
High ROAS anticipations (3:1 to 30:1).
RAS and orders are KPIs.
Scalability: This will depend on the number of visitors to the site or the size of the audience that has shown the behavior you’re aiming for.
All companies, particularly those that are driving traffic to their websites but aren’t engaging in any retargeting, should consider using it.

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Getting traffic is the first step in turning visitors into customers, but the majority of visitors are unlikely to make a purchase or give any information right away. 98% of traffic won’t result in a purchase, at least not on the first visit, if the industry average for conversion rates is 2%

Retargeting is a tactic that enables you to stay in contact with these off-site visitors while frequently doing so at a lesser cost in order to entice them back to your website with new, more targeted messaging.

Retargeting is an effective feature that aids in converting first-time visitors into repeat customers and, eventually, first-time buyers. Promoting to current consumers, can also be used to encourage repeat purchases. Retargeting, for instance, can be used on YouTube with video advertising for visitors to your website. If integrated into an existing plan, this creates a stronger second impression and has significant power.

As opposed to the other display campaign types discussed above, you are aiming to reach specific users who will be familiar with your brand regardless of where your advertisements show.

8. Display advertisements (topics and interests)

Advertising on websites in the Google Display Network that are related to a particular topic or interest area will help you achieve your goal of raising awareness of your product or service.
Relevance to audience: This will rely on the demographics, interests, and themes you are aiming for, as well as how pertinent they are to your offering or point of view.
Low to Medium (between $0.25 and $3.00) is the estimated cost per click.
Low expectations for ROAS (0:1 to 2:1).
KPIs: Impressions, clicks, overall brand awareness, micro-conversions (email sign-ups, numerous page views, time on site, and visiting your physical presence, if you have one), and the number of orders.
Scalability: Generally high, although it also depends on the target categories and the number of users or websites in the Google Display Network that fit that description.
Brands who explicitly wish to drive awareness for their product or service within a certain user category are advised to employ this strategy, as are those that have identified the ideal topic or area of interest for their target audience.

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Through text, image, and video banner displays that appear when users browse the web, utilize applications, or watch videos, display advertising allows you to connect with consumers outside of search engine results on more than two million publisher websites.

Even if you have a few targeting alternatives at your disposal, the most inclusive will be based on subjects and interests, which might range from cars and transportation to travel to homes and gardens.

9. Display adverts (contextual)

The purpose of this strategy is to display your advertising on pages in the Display Network that have a certain topic based on a collection of keywords, in order to raise awareness of your product or service and possibly improve sales.
Relevance to audience: This will rely on the keyword themes you’re aiming for and how pertinent the site’s subjects and users are to your offerings and messaging.
Low (between $0.25 and $3.00), as estimated.
Lower-than-expected ROAS (0:1 to 2:1).
KPIs: Impressions, clicks, brand recognition, micro-conversions (email sign-ups, multiple page views, time on site, and visiting your physical location, if you have one), and a number of orders.
Scalability: In general, quite high, but it relies on the content keywords you’re targeting and the volume of content accessible
The majority of firms may argue that this should be one of the initial upper-funnel campaigns to try, as it allows you to put your goods in front of customers while they look up certain goods or themes that are related to your company. However, this kind of campaign is not appropriate for companies that have not already experienced success with other high-intent efforts, have very low LTVs, or have little interest in increasing brand awareness or acquiring new clients.

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By presenting your advertisements on web pages with content containing the precise keywords you’re targeting, the contextual display enables you to get even more granular. This campaign type can be used to target content that has specific branded keywords or keywords relevant to your company.

It’s not Google searches that take up the majority of a user’s online time; it’s reading and engaging with information. Being in front of users while they interact with content pertinent to your product or service is therefore always a potentially feasible method to test and measure lift. Although it may not be as important as higher intent search campaigns, the chance to show off your adverts (images, text, videos, etc.) to potential users without having to pay unless they click is a fantastic opportunity.

Contextual campaigns are a fantastic way to get started on the Display Network since they enable Google to display specialty websites where you might be able to directly target your audience.

9. Ad displays (managed placement)

The purpose of using the advertising space on a certain website is to increase awareness of your brand among the visitors of that site.
Relevance to audience: This will depend on the placement picked, the scope or focus of the site’s visitors and themes, and how effectively your message and product appeal to them.
Medium (between $1 and $10) is the estimated cost per click.
Expectations for ROAS: Low (0:1 to 2:1).
KPIs include impressions, traffic (which boosts brand awareness), orders, and micro-conversions (email sign-ups, multiple page views, time on site, and visiting your physical location if you have one).
Scalability: Generally less, yet it will depend on the site and its traffic (not all sites are targetable).
For brands that have found the ideal website for their target market and demography and wish to promote their product/service there, this recommendation is made.

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The Google Display Network lets you choose the precise websites, or even specific pages, you’d like to display your ad on. Managed placements for Display Ads provide even more comprehensive targeting and management than contextual advertising. With larger CPM costs, you can directly secure this kind of advertising on websites outside of Google.

Normally, you would launch this kind of campaign only after determining the precise web placements that worked best for your contextual or topic/interest display campaigns.

10. Google Smart Shopping

Goal: Using machine learning and Google Shopping to generate lucrative orders through retargeting and display placements.
Since it combines several campaign kinds into one, its audience relevance varies.
Low to medium (between $0.25 and $5.00) is the estimated cost per click.
Expectations for ROAS: High to Medium (0:1 to 12:1).
ROAS, orders, and new client growth are KPIs.
Scalability: Generally high because your traffic mix will include display placements and non-branded visitors.
Retargeting and/or Google Shopping campaigns are advised for Shopify merchants who want to have as little participation in administering them as possible.
For your benefit, Google Smart Shopping campaigns use machine learning to optimize a combination of remarketing, display, and Shopping advertisements.

11. CRM (search, YouTube, Gmail) (search, YouTube, Gmail)

Goal: To increase repeat business by focusing on clients who have already made a purchase from you or joined your email list, or to turn your subscribers into profitable orders.
High level of audience relevance. (They previously provided you with their contact details or business information.)
Approximately $0.25 to $5 per click, depending on how aggressive you want to be with your targeting.
Very high expectations for ROAS (5:1 to 60:1).
KPIs: traffic, lucrative orders, and ROAS.
Scalability: Limited, based on the size of your customer base, email list, and customer match rate (not all of the emails you upload will be used as targets in Google’s system).
Recommended for: Any company with an email list or client base of more than 1,000 users.

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Remarketing to your list of current clients or subscribers is the main focus of customer relationship management (CRM) initiatives.

Given the high caliber of this audience, a successful campaign will yield a significant return on investment. The only restriction is that you must have a substantial customer base (i.e., thousands of emails), therefore this strategy won’t be effective for newer merchants.

These advertisements are extremely targeted and make use of the client data you have in your CRM. By focusing on Gmail, YouTube, or search positions, you may expand specialized messaging to various client categories.

12. Similar demographics

Advertising to users that have similar interests or traits to your existing customer base has the dual purpose of attracting new clients and raising brand recognition.
Relevance to audience: This will rely on how similar your existing list of customers is and how pertinent your service or product is to the group you’re seeking to target.
Low (between $0.25 and $3.00), as estimated.
Lower-than-expected ROAS (0:1 to 2:1).
KPIs include orders, clicks, traffic, and return on ad spend.
Scalability: Dependent on how many additional users share similar interests, but typically rather substantial. The campaign should have a high ceiling, though, as it will focus on all potential users who are on display.
The best merchants to use are those who have already set up and optimized their most lucrative ads and are looking to test fresh client

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The same remarketing lists we mentioned with CRM are the foundation for similar audience initiatives (like Facebook’s Lookalike Audiences). However, this campaign will employ similar consumers based on the information Google knows about them to target them instead of directly advertising to your current clients.

Google Adverts can match your ads to other users on the Google Display Network who have similar interests to your seed audience in order to target them with relevant content.

13. Dynamic search adverts

The objective is to create orders using Google’s auto-generated search terms.
Depending on the terms Google’s crawler selects for your advertisements, relevance to the audience ranges from low to high.
A low to medium ($0.25 to $5) estimated cost per click is used.
Medium-level ROAS expectations (0:1 to 12:1).
KPIs: orders, ROAS, and traffic
Scalability: Generally quite high, since dynamic search ads will draw in both branded and unbranded visitors, but this will rely on the kinds of terms that Google will be able to crawl on your website.
The use of this method is advised for: Anyone who lacks the knowledge necessary to manage a search campaign and wants to test a concept out without making a significant financial commitment.

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Dynamic search campaigns basically generate search campaigns for all the many kinds of keywords they detect on your site: branded keywords, non-branded category keywords, product-specific keywords, keywords from your descriptions, and perhaps even event keywords from your About page or blog.

This campaign doesn’t have any built-in segmentation, thus like other campaigns that group your traffic, we don’t advise using it as a scaling model from the beginning but rather as a starting point for manual segmentation as you gather performance data.

Always-on vs. test-and-see budgeting

Budgeting is an important factor that causes a lot of issues when it comes to any type of paid marketing. What should your budget look like? For how long should you test an ad or campaign? How can you possibly determine whether a campaign is succeeding in its intended goal?

You must be aware of the two primary types of campaigns you’ll be running in order to respond to these questions.

Always-on campaigns prioritize profitability and high-potential sales from consumers who have expressed interest in purchasing your brand, product, or service. To pick up your lowest-hanging fruit, you should keep running these efforts. They comprise:

trademarked search
Shopping for brands
Retargeting (particularly tourists who abandoned their carts) (especially visitors who abandoned their carts)
CRM

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niche marketing efforts that outperform their costs in terms of sales, revenue, and earnings.

In general, you allocate as much money as you can to these initiatives, starting with a daily budget that you are comfortable with and gradually raising it if results meet or surpass your expectations (while maintaining your profitability).

Unless you have specific client acquisition or awareness goals for which that money would be better spent, an always-on campaign may be the best use of, say, $10 per day to spend on marketing (or a predetermined budget that you could use 100% of).

The best way to hire someone to manage your Google Ads

There are many people who experience overwhelm. Many business owners hire paid advertising companies or consultants because they lack the time or resources to successfully understand and manage their own Google advertising.

If you decide to outsource your Google Ads, bear the following in mind:

no long-term commitments You should be free to leave whenever you choose if things aren’t going well.

All work, campaigns, and accounts are owned by: If you aren’t managing the account, you should still be the one who owns it, and everything should be completely transparent.

Align on objectives/expectations: You need a clear idea of the campaigns your agency plans to run, the budget it will use, the expected return on investment (ROI), and how long it will take to launch.

Recognize the pricing structure: Typically, you’ll pay a fixed cost or fees that are dependent on a percentage of the amount you spend on advertising, with a minimum spend requirement. Keep in mind that fees fluctuate as spending does, and be aware that there occasionally can be additional setup fees. It helps to shop your company around to several providers as it’s a competitive market.

Think about specialty retailers:

Concluding remarks

Google Ads’ success is difficult, we won’t sugarcoat that. Each ad campaign type has a lot of subtleties that weren’t fully covered above, as well as other campaign kinds and variations. Attribution is also a crucial issue that deserves its own article.

However, the Google Ads platform has advantages for any e-commerce company eager to find out how to promote to its sizable user base based on search intent and a range of additional targeting choices and placements.

You know, hopefully, have a better idea of what is achievable on the Google Ads platform, what to anticipate from the various campaign types available, and how they can interact with the rest of your marketing engine.

Knowing the platform and your possibilities is a wonderful first step, regardless of whether you want to spend the time and money learning how to run your own campaigns or rely on the services of an agency or specialist.

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The Ads Playbook: What to Expect From 13 Types of Google Ads