Google AdWords allows you to target potential customers that are already looking for the exact products that you’re selling, and that’s one of the reasons why AdWords has been a popular program among digital marketers for years.
When users look for a highly specific keyword on Google, they’re highly interested in your industry or niche. Having the opportunity to place an ad in front of such a highly targeted audience can bring you a tremendous opportunity to grow your visitors, leads, and customers.
AdWords is traditionally a Pay Per Click program (PPC) when you get charged when a user clicks your ad. Depending on your industry and on how specific is your keyword, you need to fine-tune your campaigns in order to find the most targeted and affordable keywords where you can scale easily simply by increasing your daily budget. But Google AdWords offers multiple types of campaigns and exposure opportunities. Here are some of the most popular Google AdWords types of campaigns and features:
#1 Remarketing Lists for Search Ads – RLSAs
A recent and valuable feature on AdWords is the RLSAs. This feature allows you to target people who are familiar with your product or brand. These users already visited your website or researched about your products or your keywords, so remarketing to them offers you a tremendous opportunity to convert some leads who might be close to purchasing your product. RLSA campaigns tend to offer pretty good conversion rates since these visitors already researched about you or your product, so they simply need a little incentive to finally buy your product.
#2 Call only campaigns
Similar to the traditional PPC program, call only campaigns encourage users to call your business. Instead of visiting your website they can call you directly to get more information about your company or product. These ads are instant and usually offer much better conversion rates than the standard landing pages
#3 Customer match
Customer match is a recent feature but already a highly popular way to boost your conversion rates. Similar to the RLSAs, customer match allows you to advertise to those users that are already familiar with your product or brand. Customer match allows you to get leads and visitors from Gmail, YouTube, and the search engine.
The best thing about AdWords customer match is that you have the opportunity to show different ads depending on the stage of the consumer journey. For example, an existing customer might get an add across all these platforms, while a frequent customer or a prospect get a different ad.
#4 Gmail and YouTube Ads
Gmail and YouTube ads offer you 2 different and powerful channels to display ads. Gmail is still the most popular email platform, and YouTube is already considered the 2nd most popular search engine by some marketers with Google search still the undisputed number. Gmail and YouTube ads combined allow you to access millions of potential visitors so they should be used with independent AdWords campaigns in order to maximize ROI.