The Key Types of Google AdWords Campaigns Explained

The Key Types of Google AdWords Campaigns Explained

Google AdWords campaigns come in a range of flavors. We take a look at the key campaign types and what they involve in this handy guide.
Google process 3.5 billion searches per day and 1.2 trillion searches per year. That’s a lot of people using Google. For advertisers, this is gold. But if you are going to advertise with Google, you must know the differences between all their Adwords campaigns. Not all of them are the same and depending on your business type, audience, and budget, one will be better for your business than the other. So which one should you use? Well, you’re in the right place because we’ve broken it all down for you. Ready?

Everything You Need to Know About Google’s AdWords Campaigns

Google has six different types of Adwords campaigns. According to their website, they are:
  • Search Network with Display Expansion (previously known as “Search Network with Display Select”)
  • Search Network Only
  • Display Network Only
  • Shopping
  • Video
  • Universal app
The reason why there are so many is that they each work a little differently. And depending on your business, audience, and budget, one will better for you than the other. Let us explain what each of these campaigns is so you can choose the right one for your business.

1. Search Network with Display Expansion

The most popular Google advertising campaign is “Search Network with Display Expansion.” It reaches the largest amount of people and the widest range of audiences. However, it’s not necessarily the best if you want your ads to reach a specific group of people. Ads in this campaign appear in two different networks: the “Search Network” and “Display Network.” These are essentially two groups of websites, one determined by search results and the other by what Google chooses depending on the data they have about your business. When a business chooses this campaign, they have to choose relevant SEO keywords, create ads, set a budget and set bids. Then, the ads will essentially run themselves. Before the current campaign, this was known as “Search Network with Display Select” or SNDS and it only displayed ads on websites that were in Google’s search network. Now, however, the campaign also displays ads on web pages where they predict interested audiences are even if they’re part of the search network.

2. Search Network Only

The “Search Network Only” campaign allows businesses to display text ads on Google’s search pages only. This means your ads will not show up on websites unless they appear on Google’s search results. However, this campaign also gives advertisers more features in their ads. For instance, advertisers get “Callout extensions,” which is an extra line of text on the bottom of their ads. Another feature is “Call extensions” which allows advertisers to place direct phone numbers on their ads. The “Search Network Only” campaign is excellent for those who wish to promote specific products or services.

3. Display Network Only

“Display Network Only” is a campaign that displays ads on web pages, videos, and apps. Google has more than 2 million websites in this network and it can still yield a lot of results for advertisers who know exactly where they’d like to place their ads. With this option, advertisers can choose specific websites to display their ads In this campaign, advertisers also can choose a “Marketing Objective” campaign or a “No Marketing Objective” campaign. The first one focus on marketing initiatives (increasing brand awareness, generating leads, visits, impressions, etc.) and the second one focuses on promoting specific products or services.

4. Shopping

“Shopping” campaign ads only show up in the “Shopping” section of Google. You might’ve visited this section before when you typed in specific products into Google’s search bar. This option is geared toward marketers who wish to promote specific e-commerce products. By displaying all e-commerce products together in one section, shoppers can find specific products more easily and do product comparisons much easier as well. If your company is having a sale or any special promotions, this is a good campaign to use. With the “Shopping” campaign, advertisers must set up a Google Merchant Center account first. Then they put in all the information they want and Google will create the ads for them.

5. Video

The “Video” ads campaign is pretty straightforward. You pay Google to display ads before, during, or after videos on Youtube and other Google partner sites. This is an excellent and effective option if you have lots of video content to promote. In addition, you’re given three options on how you want to display your video ads:
  • In-stream ads display ads before, during, and after the video but the viewer can skip them after five seconds. The advertiser is only charged if the viewer watches the whole ad or more than 30 seconds.
  • Video discovery ads display ads on the screen but the advertiser only pays if the site visitor clicks on it.
  • Bumper ads are six-second ads that cannot be skipped by viewers.

6. Universal App

If you’re an app creator, developer, or advertiser, you would like the “Universal App” campaign. This campaign takes whatever information the advertiser puts in and creates the ads for them. All the advertiser has to do is enter the text that they’d like to display, set a budget, and start bidding. Once that’s all done, the campaign will promote apps across various Google channels. These include Google Search, Google Play, YouTube, and many other partner websites. Universal App ads are designed to drive customers to download app.

Get Behind the Power of Google

When it comes to online advertising, everyone knows Google is a powerhouse. And one of the main reasons for why they’ve been so successful with advertisers so far is because they know not all businesses are alike. They understand how different businesses work and what they need. At Felicity Jane Digital, we try to do the same by listening to all of our clients’ needs. If you would like personalised help with your company’s online marketing efforts with Adwords, feel free to look around our website or reach out to us directly. We’re confident that we can help you find an advertising solution that fits your needs and budget.

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What You Need to Know About How Google Adwords Works

What You Need to Know About How Google Adwords Works

Are you new to using Google Adwords? Discover everything you need to know about how Google Adwords works so you can get the most out of it.
So, you’re looking to draw some attention to your website. With almost 2 billion websites live at the moment you’re reading this, that isn’t as easy as creating a great-looking site or posting to social media. While those are effective marketing strategies, they don’t deliver fast results. Instead, you may want to consider using Google AdWords — now known as Google Ads — to deliver new leads. But if you’re new to the platform, the whole process can be quite confusing. Not to worry! From uses to bidding and best practices, we’re walking you through how Google AdWords works.

What to Know About AdWords

Before you can harness the power of this awesome platform, you’ll first need to understand what makes it such a great choice for your campaign. The biggest advantage an AdWords campaign has over an organic campaign is speed. It can take months for your organic SEO to have an effect! Comparatively, AdWords works almost in an almost instant fashion. Furthermore, using AdWords guarantees your business a spot on Google’s homepage. And it doesn’t stop there, either. You can use the Google Display Network to advertise on sites your customers are already on. Finally, AdWords is such a great platform because of how affordable it is. A business of any size with any budget can take advantage of AdWords — no matter how small your budget may be.

How AdWords Bidding Works

Ad placement and keyword strength are determined by a bidding process. While this may sound intimidating, it’s actually quite simple. First, you’ll set a budget for the month. Note that you can adjust your budget at any time throughout your campaign. Next, enter a keyword you’re interested in. Note that this can be a partial keyword or even a complete phrase. Then, Google will present a list of options of both exact and similar options. Each keyword will have a price based on how popular it is. Let’s say you’re advertising an Italian restaurant. ‘Italian restaurants’ could be of a lesser quality than ‘Italian restaurants Sunshine Coast’ and thus, would cost more. Positioning is also influenced by ranking, which Google determines by multiplying your maximum bid and the quality score. If that sounds complicated, don’t feel too bad. It can be tough to understand without trying it yourself. You’re encouraged to adjust around your budget and explore the bidding process to get a better feel for how the ranking process works.

Best Practices for Your AdWords Campaign

There are several things you can do to ensure your AdWords campaign goes well. One of the best things about AdWords is that you only pay for results, so targeting specific engagement actions can influence your cost. You can select pay-per-acquisition, pay-per-phone call, pay-per-conversion, and more. Once your campaign has started, be sure to check your analytics early and often. Since AdWords allows you to adjust your campaign on the fly, increasing or decreasing your spending can influence the outcome.

How Google AdWords Works: Final Thoughts

Whether you’re looking to get digital or foot traffic, AdWords is a great platform for businesses of any size. Knowing how Google AdWords works can help you spend less while getting more results. AdWords encourages experimentation, so don’t be afraid to test new strategies out. Are you looking to boost your business’ digital presence? We can help! Get in touch today and let us know what you’re looking for.

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Adwords Marketing

7 Reasons Your Business Needs to Be Using Adwords

7 Reasons Your Business Needs to Be Using Adwords Marketing

In an online world full of clutter, few digital marketing strategies can make you stand out more than Adwords marketing. Not convinced? Read these 7 reasons why your business absolutely needs to be using Adwords!
Google owns 71 percent of the total search market share. Google AdWords is one of the most effective ways to reach these searchers. If you have ever wondered, “should I use Google AdWords,” the statement above sums it up and makes it clear why this is so effective. However, if you are still wondering why investing in AdWords marketing is such a smart investment, you can learn more here.

1. Google AdWords Increases Customers and Leads

Google Analytics is considered one of the best tools for lead generation. If you set up campaigns properly, it provides the potential to send extremely targeted leads right to your website. With Google AdWords, you can also focus on people who are actually searching for what you offer. The ad you create can include your businesses services and products, which means you can keep refining your searches so only those who want to purchase your services or products are led to your website.

2. Measurable and Accountable

When you utilize Google AdWords, you can see exactly how your ads are performing – any time. Unlike certain offline marketing efforts, you will be able to see how many people have viewed your ads, clicked to visit your website or clicked to call you. You can also see the precise number of sales your website has received directly from the ads. With this type of advertising, you have the ability to drive much more than clicks. With this effort, you can attract more customers by driving qualified, new website traffic. This results in an increase in foot traffic, phone calls and eventually, sales and profits.

3. No Click – No Cost

While many people aren’t aware of this, Google AdWords provides an extremely cost-effective method to reach customers who are ready to make a purchase. This is done by targeting the right services and products to the right audience. You only have to pay for using Google AdWords after someone clicks to actually visit your site, purchase your product or call you. The PPC – pay-per-click – model is the ideal option if you want to only pay for quality, qualified leads.

4. It’s a Flexible Marketing Platform

Anyone using Google AdWords on a regular basis will tell you it’s a very flexible marketing platform. It is a sustainable option for all sizes and kinds of organizations. As a result, you can turn internet traffic on and off with this system. This platform is also compatible with many other software systems and marketing platforms. For example, you can download your campaign data and analyze it with Excel spreadsheets. You can customize your campaign to focus on a specific online user or target people in different locations. You can even target people using various devices, and those on different websites that are owned by Google. Another flexible option is the budget you set. Determine how much you are willing to spend, and then set this for your advertising. You can set daily budgets, and limits, as well as dictate the amount you are willing to spend on clicks for certain keywords.

5. Receive a High Return on Your Investment

Unlike other types of marketing strategies, you only have to pay for the ads people are actually clicking on. After you have optimized your Google AdWords campaign, you can begin seeing a high ROI. This usually isn’t possible with other marketing efforts. However, you should remember, this can take time, and you have to figure out what approach best suits you and your business. To get a better picture of what is providing the best results, you need to keep testing and tracking your campaigns. Google AdWords is ideal for this because it is transparent, and the information needed is readily available. When you find parts of your campaign that provide a good ROI, you need to focus your budget and efforts on these areas. If there are certain parts of your campaign that are costing you money, eliminate them.

6. Achieve Fast and Transparent Results

As mentioned before, with Google AdWords you will receive easy-to-understand reports and results about your campaign as soon as it goes live. The dashboard will provide you with all the information needed, related to each of your campaigns, such as the number of ads clicked, the keywords entered by visitors to your website, the cost of your clicks and more. As a result, Google AdWords is a transparent system that doesn’t take you long to learn to use or navigate.

7. Tap into Large, Quality Traffic Sources

Google is one of the largest companies in the entire world. Each day, Google processes more than 40,000 searches per second. As a result, it’s able to send your business a large amount of traffic each day if you have the budget to pay for the traffic. Google takes pride in displaying relevant ads and content to those searching through their services. They continue to change and update their algorithms to produce the most relevant search results and ads available. This offers a positive effect on your business if you are taking advantage of Google AdWords advertising. The fact is, the people sent to you by Google are more likely to become actual customers, to opt-in to your email list, request information or take another action, than other visitors.

Should You Invest in AdWords Marketing?

This is the million-dollar question. However, as illustrated here, AdWords marketing offers a plethora of benefits. So, when answering the question of “will Google AdWords help my business,” the answer is a resounding “YES!” While Google AdWords is a great way to increase site traffic, you can also find out more about direct and organic search on our website. Or contact us to learn more about starting your own AdWords campaign.

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internet marketing

Dynamic Relationship Between SEO and Digital Marketing

Understanding the Dynamic Relationship Between SEO and Digital Marketing

SEO and digital marketing can work hand in hand in helping your business become a visible, lucrative venture. Here’s how they assist each other.
What’s the difference between SEO and digital marketing? How are they similar and what can they do for your business? Digital marketing is a growing, projected to grow into a $306-billion industry. With more and more businesses in need of a better online presence, digital marketing becomes a need. SEO and digital marketing go hand in hand since both use a lot of similar functions and skills. Most digital marketing efforts include core SEO tactics to their strategy. You can say that the relationship between the two is collaborative. Let’s discuss the relationship between digital marketing and SEO further.

How SEO and Digital Marketing Work Together

A lot of people think that SEO and digital marketing are the same. The truth is that they’re two separate things. SEO experts have the knowledge to make websites better through organic search traffic. Digital marketing uses electronic media to improve the company’s exposure. Digital marketing specialists partner up with SEO Experts to help in their advertising campaign. They use SEO as a tool to attract more customers to the businesses they’re promoting. SEO is an important aspect of digital marketing. It’s one of the many tools used in digital marketing. Some of the other strategies used in digital marketing include:
  • Email marketing
  • SMS marketing
  • Online advertisements
These marketing strategies become greater when coupled with SEO strategies. That’s why the latest trends lean more towards the integration of digital marketing and SEO techniques. If the trend continues, it won’t be long until the two merge together. Businesses in the past thought SEO was enough to gain an online presence. But with the growth of social media and mobile devices, it now takes more than that to reach your market. To become more competitive, you need to use digital marketing alongside SEO strategies.

SEO and Digital Marketing Integration

The strategies involved in SEO changes all the time. The reason is that search engines like Google and Yahoo update their methods to rank sites. The most recent changes involve incorporating digital marketing into the mix. The new strategy rising from this trend is Search Marketing Integration (SMI). It’s the product of the search engines’ progress toward perfecting the ways to measure website value. The main criteria they use are content quality and relevance. Digital marketing and SEO overlap to revolutionize the way you approach marketing. It combines the best practices and strategies of both. That way, you have an edge over your competitors.

Common SEO and Digital Marketing Collaborations

SEO is a must in a lot of digital marketing campaigns. The SEO approach has changed to become more holistic over the past years. It collaborates with digital marketing disciplines such as:

Social Media Marketing

The growth of social media marketing spiked these past years. Businesses spent approximately $19.3 billion in 2017, making it one of the most prominent digital marketing strategies. When integrated with SEO, the social shares help generate natural backlinks to your website and content. Make an SEO strategy that fits your social media program to get the maximum benefits of SEO. The social shares help you know whether or not your strategy works. If you’re a small business, try focusing more on local social media marketing. Google places a lot of value on locality, and social media platforms give you a place to interact with your local communities. Combine SEO and digital marketing strategies to help your brand gain more followers and trust. Consider keeping up with local events to stay relevant with your community.

Content Strategy

As search engines improve their algorithms, it becomes clearer that content is king. It’s an important SEO strategy to make websites rank higher in the search engine results page. Make a strong content strategy that combines with SEO to raise your business conversions and increase your brand’s authority.

Paid Search

If you’re using paid search, you need to incorporate SEO strategies to make the expense worthwhile. SEO can help optimize the landing pages, the proper keywords, and content strategy that improves paid search. When you combine SEO and content marketing, you can gain organic traffic more.


If you combine SEO with digital marketing conversion tactics, you can get more organic traffic to your business. Make the best customer experience by using SEO best processes to give them a good content journey. Ensure that you use SEO and digital marketing to understand your users and adjust your website accordingly.

PR and Brand Mention Strategies

Your PR team can collaborate with SEO experts to help with brand mentions. It helps increase your business’s online presence and make it more visible to search engines. You shouldn’t take online reputation management for granted.

Website Development

Your website’s optimization determines your online presence. SEO is important to web development because it helps optimize load times and mobile responsiveness. Web developers can learn a lot from SEO experts especially when they need to adapt to the newer technologies. When collaborating with web development, SEO makes it easier for you to have a user-friendly website with clear navigation and optimized Meta tags. It helps your content have a balanced keyword density while ensuring it’s relevant and consistent. SEO’s best practices help your marketing campaign have unique and non-plagiarized content without stuffing it with keywords.

Discover Digital Marketing and SEO Benefits Today!

Combining digital marketing and SEO can help your business stay competitive and relevant. The relationship between these two is collaborative, but you can say that SEO is a subset of digital marketing. SEO allows you to use the required keywords and best practices to help you rank higher in search engine results. It works in sync with digital marketing through content creation that you can share on your website and your social media platforms. It helps in the digital marketing campaign effort that gives your business the exposure it needs to gain customers and sales. Putting these strategies together help you serve customers better and make them come back for more. Using both for optimization helps build brand loyalty and customer retention. Not sure how to implement them together? Do you need SEO and web design help? Contact us today and we can help you out!

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Local SEO tips

6 Local SEO Strategies for Traffic and Lead Generation

6 Local SEO Strategies for Traffic and Lead Generation

Using local SEO strategies can help to grow your traffic and boost lead generation. Keep on reading to learn effective SEO techniques that work.
Did you know that if somebody looks for you on their phone, and finds your business, they will most likely visit or call you within the next 24 hours? This is why your local SEO strategies need to be airtight. It’s very easy to do your own SEO optimization these days. But it’s incredibly difficult to do it correctly. First of all, you need local SEO strategies that work in 2018, not 2011. So let’s take a look at how to win the local SEO war, and turn the traffic into leads.

How to Instantly Beat 50% of the Businesses Out There

You’re not going to believe this, but there is a free, 15-minute task that can put you above half of the businesses out there today. Make sure Google My Business has your most recent business information. This is so incredibly simple and completely free to update. And yet, 50% of surveyed businesses admit that their Google My Information business is either inaccurate or incomplete. This is basically gift wrapping valuable local SEO traffic to competition that is more on the ball. So take the five minutes to ensure that Google has your most up-to-date and accurate business address, hours of operation, products or services, customer reviews, and photos.

Don’t Mistake PPC for SEO

A lot of business owners will buy paper click PPC ads to try to help their local SCO strategy and optimization. These are actually two completely different things. It seems counterintuitive, you are buying these ads from Google, so you would think they would help your organic ranking with Google. There is no data to prove this. Try to think of it this way: PPC is paid traffic that you buy through bidding on keywords. SEO is earning organic traffic by optimizing keywords. PPC ads are a great way to show up in local searches and send traffic to your website, to hopefully convert into a qualified sales lead. Which is great. Just don’t assume it’s going to help your organic rankings.

How to Convert Paid Clicks Into Leads

Contrary to popular believe, you don’t half to spend the most money to have the most success from your PPC ads. You can see better results by being a bit smarter and more strategic. Let’s say your competition is outspending you, so they have the number one position when people Google your business. That number one spot is not guaranteed to get the click from the searcher. More people will click your ad if it’s better written, and speaks directly to their pain point. Your ad copy needs to strike in emotional cord with them in the headline, then inspire them to click with a compelling offer in the second line. And if you do that better than the other guys, people will choose your ad over theirs. Bonus Tip: One of the biggest mistakes that businesses make in their local SEO strategies is sending their traffic to a generic landing page. Make sure you set up a dedicated landing page for each PPC campaign, so you can:
  • Measure the true performance of this ad, and make adjustments
  • Match the messaging and offer to exactly what the actual ad said
If the ad promised a 14-day free trial, but the landing page makes no mention of it, you will lose the click because the reader will assume they’re in the wrong place. or that they’re the victim of a bait and switch offer.

How to Turn Your Blog into a SEO and Lead Goldmine

A blog should be the most important part of everybody’s local SEO strategies, but it is one of the most miss used tools in the world of digital marketing. The SEO value of your blog has never been higher. Google wants organic content like this. In fact, websites that have a blog have 434% more indexed pages than non-blog sites.

Write About the Right Things

Clearly, the first thing you need to do is write about things that will generate the most traffic. Most businesses today right about themselves, and promote their various events, products, services, or promotions. People don’t care. They want to click on and read something that has actual value to them. So you need to find out the questions they need answered and the problems that are keeping them up at night. That’s what you should blog about. Go on social media and sites like Quora and Reddit to find the questions that people are asking about your industry. Now take those exact questions, word-for-word, and turn them into block titles. These are actually what you call longtail keywords. Because they are the long questions that people are asking Siri, Alexa, and Google. You want your business’ blog to be the answer to these questions.

Is Your Blog Set Up to Generate Leads?

A lot of businesses struggle with a blog that generates pretty good traffic, but produces no leads. That’s probably because they are not giving their reader a clear next step. Your reader had a question, came to your blog, read the whole thing, and got an answer. Now you have their trust in their attention so you need a call-to-action (CTA) to turn them into a lead. That CTA could be to:
  • Fill out the lead form on the right
  • Click to read more blogs
  • Join our mailing list
  • Leave a comment
You can’t waste this click. You’ve captured their attention, now you need to capture their contact information so you can get them to buy today, or nurture this lead with re-marketing efforts. If you ask them to do nothing at the end of a blog, that’s exactly what they’ll do. And then they’re gone forever.

Ready to Talk About Your Local SEO Strategies

Felicity Jane utilises her background skills in psychology, marketing, IT, graphic design and urban and regional planning, to bring real world solutions to clients. How can she help you? Click here to find out.

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Adwords, keywords & SEO and how it all fits together

As a business owner you need to be able to attract and filter the right customer for your business from the hundreds and thousands searching the internet for products and services just like yours. For small business owners moving from the more traditional forms of advertising can be a daunting experience.  It is much more complex than renewing a Yellow Pages advert.  Add to the mix the barrage of phone calls and emails offering SEO (search engine optimisation) and Google Page #1 rankings, it’s very easy to be misled. So what is a small business to do?  Let’s take a look at the overarching options available and understand them well enough to demand results. The small business needs to attract customers to survive.  But a small business can’t afford to target every consumer, and they shouldn’t want to, they only want those customers who are interested in what they have to offer. To be guaranteed to reach customers straight away start with Adwords.  Whilst you may not always attract the perfect match, and whilst each match will cost you (a paid click), some will be the perfect match.  You can quickly learn how to target adwords more appropriately to attract closer matches to your ideal. In addition to this you need to identify a good variety of keywords to attract your ideal customers.  Again, within a short time you will know which keywords are working for you and your customers. Over the longer term, and not to rely heavily on paid advertising (adwords), you need well crafted, appropriately located and maintained SEO (search engine optimisation). To be successful the small business owner needs to master both adwords and SEO.  Whilst SEO is cheaper than adwords it can take many weeks and even months before any tangible results are seen.  Conversely, relying solely on adwords means that as soon as you stop you will instantly stop attracting customers. Google loves the SME (subject matter expert – that’s you!) and has put in place complex algorithms like Penguin and Panda to keep the playing fields between all players on an even keel.  Devious techniques, generally known as Black Hat techniques, such as spam, duplicate content and link farms etc are all monitored and removed by Google. Remember Google is in the business of providing its users with relevant information that they are searching for.  If users are being given irrelevant or unhelpful information from your site, they will stop using Google and they will migrate to Yahoo or Bing or DuckDuckGo.  If people are visiting your site and turning around straight away (bouncing) Google will start to relegate you to the backwaters in order to keep their customers. To keep people on your website you must have a compelling and relevant landing page.  Future posts will look at landing pages and conversion optimisation.  Don’t want to miss any more posts?  Sign up to our newsletter at the top of the screen. We would love to hear your comments about your experiences.  What has worked for you and what hasn’t.

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