By Craig Foster, Director of Digital Media

We have discussed before the importance of having a top-of-the-line website and tips on how you can monetize your website, but getting people to visit your website is another challenge.

Lone Beacon knows how to get your brand to engage with qualified leads via targeted digital marketing campaigns, and one of the most useful tools in our arsenal are Google Ads. There are different types of Google ads campaign types to understand, each with their own unique strengths. Here is a breakdown of the four different types of campaigns Lone Beacon runs for our clients on the Google Ads platform:

Google Search Ads
With billions of searches every day on Google, everyone is probably familiar with this type of pay-per-click ad. This ad type is served when someone performs a Google search and appears at the top of the search results. By having your website show first using relevant searched keywords, you’re able to choose your audience and connect with potential prospects.

Google Display and Remarketing Ads
These campaign types are image heavy ads that can be served across different Google Ad Network Display Partner websites, i.e. any websites that agree to serve Google ads to visitors of their site. Display ads and remarketing ads use the same ads with the main difference being remarketing ads specifically target people who have already visited your website before instead of anyone who visits a 3rd party website.

Google Videos Ads (YouTube Ads)
YouTube has more than 2.5 billion monthly users watching more than one billion hours of videos each day, so if you are able to get your brand in front of those you want to talk to while they watch video relevant to your vertical, why wouldn’t you? As anyone who has ever used YouTube before knows, these ads are short videos typically shown before (sometimes during) a video is watched on YouTube. The ads are skippable after five seconds.


Google Performance Max Ads
Google Performance Max ads allow us to serve our client’s ads on all of the Google ad platforms efficiently, including search, display, video, Gmail and more. Doing so allows us to find our potential converters wherever they are consuming information. Doing so requires a higher budget but is an important all-in-one way to reach prospects wherever they roam online.

All of the Google campaign types Lone Beacon uses are built using responsive ads that allow Google to create the best ad to entice the user to click on the ad and potentially convert to a client. If you have questions about Google ads, want to begin running Google ads, or have any questions about search advertising or digital marketing, Lone Beacon can help.


About the Author: Craig Foster is Lone Beacon’s Director of Digital Media and oversees all paid digital media campaigns to ensure they meet our benchmarks and deliver leads to our advisors. He holds several certifications across a variety of digital media platforms, including Google, Facebook and LinkedIn.