As the global markets celebrate a record breaking year in 2017, and the rise being predicted to follow through into 2018, many growing businesses are expanding their pay-per-click budgets to continue to increase their sales and revenue.

For advertisers on Adwords, there are a number of less commonly used, and yet highly effective campaign types to choose from for account expansion.

Below is a description of 6 of the most effective campaigns to consider when expanding an Adwords account:

1. Dynamic Search Ads

A non-branded search campaign is typically one of the first avenues considered when expanding a search campaign. However, advertisers are not always aware of the option of using

Dynamic Search Ads (DSA), which give the ability to quickly target an extensive selection of related keywords.

With a DSA campaign, no keyword research is required. Instead, Adwords uses the content from the advertisers website to determine which search terms should be targeted. Web users are then served an ad with a dynamically generated headline, and the landing page that matches their query.

DSA Campaign Advantages

• Quick to set up
• Easily target keywords for hundreds or thousands of products
• Automatically target keywords for products that have been newly added to your website

3. Remarketing Display

Display remarketing can be highly effective, targeting past site visitors while they browse the web, with ad messaging consistent with the content and product that they have already shown an interest in. However, despite being so effective, many advertisers neglect to set up remarketing!

Separate audiences can be created within Google Analytics for visitors of each product or service offered, allowing separate ad groups or campaigns to be created with different targeting settings for each group of past visitors.

Image ads and/or Responsive Image Ads can be created to cater to the interests of each audience. Text ads can be also tested, but generally speaking do not perform as well as image ads.

4. In-market Audiences & Custom Intent Audiences

Display campaigns are not only highly effective at building brand awareness, but they can also contribute towards driving sales and attracting new clients. Indeed, with the correct targeting, a display campaign can focus solely on potential customers who are in the later stages of the buying cycle.

In order to achieve this, Adwords display campaigns offer In-Market and Customer Intent audiences, which are made up of individuals whose behaviour indicates that they are actively looking to make a purchase.

4. Smart Display

A Smart Display campaign can be an effective method for reaching potential customers at every stage of the buying cycle, increasing brand awareness and generating conversions. Potential customers are targeted based on their interests and behaviour, while they are browsing the web, with image and text ads.

Both targeting and ad selection are optimised based on the response from the people targeted, and this continual process of improvement is what makes this a ‘Smart’ Display campaign.

5. Gmail Sponsored Promotions

Gmail Sponsored Promotions (GSP) can allow advertisers to reach old and prospective customers based on the content of their emails, with ads served with the promotions tab of their Gmail account.

Individuals who have their promotions tab enabled, actively check for money saving deals to take advantage of, and therefore the GSP campaign can be a highly effective way to both increase brand awareness and increase sales.

Individuals can targeted based on the keywords within their email inbox, including:

1. Competitor brand names, or website urls
2. Keywords relating to the individuals interests, hobbies, or products that they buy
3. Terms related to actions they are taking, such as changing insurance provider, or finding a new job

6. Youtube Trueview Video

A Trueview Video campaign can reach and engage with people as they’re watching videos on Youtube. The campaigns works by placing a short video ad before or during related Youtube videos (similar to the way adverts work on television).

The beauty of this campaign type is that advertisers only pay if a user engages with a call-to-action or watches more than 30 seconds of the ad. This ensures that advertisers are not charged when viewers aren’t interested in or skip their ads.

Potential customers can be targeted based on their interests and with in-market audiences, and therefore Trueview campaigns can be a very effective method for both increasing brand awareness and increasing sales.

Each of the above campaign types can potentially increase a company’s sales and revenue, if used correctly. It is important that campaigns are set up using best practices, and monitored closely to ensure that performance is developing in-line with the predefined business objectives and KPIs (key-performance-indicators).

For any additional information regarding the above campaign types, or for help carrying out the expansion of an existing Adwords account, don’t hesitate to get in contact today.