5 Tips for Getting Started with Google Ads (from an ex-Googler)

By: Jyll Saskin Gales, Google Ads Coach

Ready to transform your Google Ads performance? In this article, we'll discuss how to leverage different ad types in Google Ads to reach new audiences, increase brand visibility, and drive profitable results.

What We'll Cover:

• Demystifying the differences between Search, Display, and other campaign types
• Understanding Performance Max and when it's the right fit for your business
• How to jump start a stagnant Google Ads campaign
• Leveraging customer data and audiences for better targeting
• The power of ad copy in driving conversions

Search vs. Display vs. Demand Gen: Which Google Ads Campaign Type is Right for You?

While most people associate Google Ads with search ads, there are other powerful ad types to explore. Display ads reach a vast audience across millions of websites and apps, while Demand Gen ads target logged-in Google users on platforms like YouTube, Gmail, and the Discover feed.

When you're ready to expand beyond Search, I recommend launching a Demand Gen campaign. It has high quality traffic and powerful targeting capabilities, especially for lead generation businesses.

Performance Max: The All-in-One Campaign Type

Performance Max allows you to run Search, Shopping, Display, Demand Gen, and YouTube ads from a single campaign. While this may seem like a dream come true, it's crucial to have a solid understanding of Google Ads and a well-converting website before diving into Performance Max.

If you're a new advertiser or have a limited budget, starting with individual campaign types is a better approach.

How to Jumpstart a Stagnant Google Ads Campaign

If your Google Ads performance has plateaued, it's time to reassess your strategy.

Start by auditing your conversion tracking, customer data, and audiences. Ensure your website is up-to-date and provides a seamless user experience.

By addressing these foundational elements, rather than only fiddling with keywords, you can significantly improve your Google Ads results.

Customer Data and Audiences: The Key to Better Targeting

Leverage your customer data, such as email lists and website visitor information, to create "Your data segments" in Google Ads, also known as remarketing audiences. By targeting these specific groups of people, you can increase the relevance of your ads and drive higher conversions.

The Power of Ad Copy

Your ad copy is the first impression potential customers have of your business.

Craft compelling ad copy that includes relevant keywords, a clear call to action, and highlights your unique selling points.