Paid search – Google campaign

Whether you wish to build awareness, drive conversions or grow a community, we know all the tricks in the book to craft creative yet data-driven campaigns. Below, learn how to be found and seen by your target audience.

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What is a Google campaign?

A Google Ads campaign is an advertising campaign carried out on Google’s search engine and its partners. By choosing to promote content on this leading network, you get to showcase your website, e-commerce articles, YouTube videos or your applications on the dedicated stores. A Google campaign objective can vary but it is usually focused on building visibility or creating leads.

Depending on the type of campaign (anchor link to the question below) you choose, your site can appear on Google’s search engine, the 3 million partnering sites, Gmail, YouTube, etc.

The use of a Google Ads campaign should not be overlooked as it is a real marketing asset to promote your site, products or videos.

What are the advantages of running a campaign with Google?

There are many advantages to running a campaign with Google Ads, yet the main one is Google itself. Its reputation being so well established, advertising on Google means you are benefiting from its visibility. Depending on your keywords and your field of activity, you can expose yourself to hundreds of thousands or even millions of users.

Google Ads also offer a wide range of promotions. This means that, whatever your objective (visibility, leads, sales, etc.), Google will enable you to achieve it. In addition, you can choose to make your activity known by either the largest number of people or to a segmented audience to reach your targets more effectively. A site needs visibility to thrive and Google Ads helps you do just that.

What do I need to provide to launch a Google campaign?

The elements you need to provide to launch a Google campaign vary depending on the type of campaign you want to run. The only things that remain the same are the budget and the audience.

Here is a non-exhaustive summary of the elements you need to think about:

For a Search campaign :

  • Ads with titles and descriptions
  • Extensions
  • Keywords
  • For a Display campaign :

  • Image
  • Titles
  • Descriptions
  • Themes
  • Locations
  • For a Video campaign :

  • A video on YouTube
  • The format of your choice
  • For a Shopping campaign :

  • Titles
  • Descriptions
  • Prices
  • Product name
  • Product reference
  • What are the deliverables we share with you?

  • Google Ads campaigns
  • Regular optimisation
  • Monthly reports
  • Measurable results in line with your expectations
  • What are the deadlines for launching a Google campaign?

    The time required to launch a Google Ads campaign depends on the campaign itself and the tools already at hand (whether Google Tag Manager is already installed on the site or the keyword research has already been carried out, etc.). But overall, you can should consider a 3 to 6 hours timeframe for a launch.

    How much does a Google campaign cost?

    This depends on your needs and the campaign required, however here is an estimation for a search lead campaign, starting from scratch: **The creation and optimisation of a Google Ads campaign** costs approximately **CHF 2’160.-** with a classic setting.

    Creation of the Google Tag Manager and the conversion action (including Google Analytics)

  • 1h = CHF 120.
  • Keywords search

  • 2h = CHF 240.
  • Creation of the entire campaign (with 1 ad group and 1 responsive ad)

  • 3h = CHF 360.
  • Monthly optimisation of 4 hours per month for 3 months (including reports)

  • 12h = CHF 1’440
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    What are the types of campaign offered by Google?

    Google Ads offers a wide range of campaigns. The four best known and most used are Search, Display, Video and Shopping.

    The Search campaign (or Search Network) is the one that everyone sees in every Google search. Your ad appears before the organic results, with an “Ad” annotation. You define extensions, audience, keywords and create ads with titles and descriptions based on keywords related to the specific research. 
    It is then up to Google to work its magic and make you appear on its search network. Depending on the bids and competition for your keyword, you will end up at the top or bottom of the page. Search campaigns are also an ideal way to get leads.

    The Display campaign appears differently. Similarly to search campaigns, you will need an audience and ads but you will also need to define themes, locations and images. The Display campaigns also appear on Google’s partners such as YouTube, Gmail and another 3 million websites. These 3 million websites are all registered and use Google AdSense to allocate advertising space on their domain. These are the spaces you buy to be seen and they are the most effective way to create visibility on your site.

    Video campaigns, as the name suggests, enable you to promote your videos via the YouTube platform. You provide a YouTube link (which implies that your video is already uploaded to YouTube) with the selected form, from which you have several choices: Bumpers, Skippables or Non-Skippables.
    Bumpers are 6-second ads that users cannot skip and must watch entirety. They are ideal for branding a product or brand.
    Skippables are videos that are longer than 6 seconds but the user can skip after 5 seconds. This means that you need to grab the target audience’s attention during this time so that they watch the entire ad and want to know more.
    Non-Skippables are like Skippables, they can last longer than 6 seconds but they can’t be passed. This is a risky choice that should not be overused as the viewer may be unhappy about not accessing their video because of a long ad, further damaging your brand image.

    Shopping campaigns are ideal for e-commerce sites that have products to sell. Your products will be highlighted on the search network and the Shopping tab of Google, for example. All you need is an image, a description, the price, the name and possibly a reference of the product. The page then redirects to the product on your site.

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