Google Search Ads
When running Google Search ads, there is little to concern yourself when it comes to images (except extensions), or the actual products themselves, so to speak. It’s all about using the power of search intent and understanding how your customer uses specific words or wording, to find a product such as yours. For example and keeping it relatively simple, if you selling a product as a mint-scented candle, having that phrase as a search term should show your ad.
Yes, there are many other factors that go into whether Google will show it or not but that’s for another article.
One of those factors is match type.
Now, as we write this article, an existing match type is being phased out and to keep it simple, you have 3 types to choose from:
Broad match (replaced by Phrase Match 2.0), Phrase match & Exact match.
I will go into these later, maybe in another article, as they do need some clarification on how they function and what the best use case is. One thing to take into consideration here is that finding your ad (product) in the search results are limited by the keywords you choose. It means you have a lot of control over when your ads are displayed and even with a tight budget, your Search campaigns can start generating a lot of traffic right from the get-go.
With Search campaigns, you don’t have to necessarily wait to “get things started” as you do for a Google Shopping campaign, which provides you with a great option while Google is getting to understand how to showcase your products from your Shopping campaigns. Once your Shopping campaign is running well, you should find it will deliver more volume and better results.
Generally speaking, Search campaigns are limited because you need to select the right keyword and you may find that it converts at lower rates. Cost Per Clicks (CPC) on search campaigns are generally higher, so keep that in mind, especially if you have a limited budget to spend.
Search campaigns can perform particularly well at the top of the funnel, where you are generating a good amount of traffic to your online store that you can retarget. This is where the two working in combination can be very profitable.