Google Marketing

search engine optimization

 

Search campaigns

 

Display campaigns

 

video campaigns

 

shopping campaigns

 

app campaigns

 

local campaigns

 

smart campaigns

 

SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

How does SEO work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query. Search ranking factors can be considered proxies for aspects of the user experience. Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and mobile-friendliness are important site architecture factors. The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.

Why choose Search

  • Sales and leads: Boost your online sales and signups. Consider using leads if you have a longer sales cycle.
  • Easy setup: Write text ads and pick keywords. No special files or assets needed.
  • Highly specific targeting: Reach people actively searching for what you offer.

Search campaigns let you reach people while they’re searching on Google for the products and services you offer.

It’s great for driving sales, leads, or traffic to your website, as you can show your ads to customers actively searching for your products and services.

Why choose Search

  • Sales and leads: Boost your online sales and signups. Consider using leads if you have a longer sales cycle.
  • Easy setup: Write text ads and pick keywords. No special files or assets needed. 
  • Highly specific targeting: Reach people actively searching for what you offer.

Search campaigns let you reach people while they’re searching on Google for the products and services you offer.

It’s great for driving sales, leads, or traffic to your website, as you can show your ads to customers actively searching for your products and services.

Why choose Search

  • Sales and leads: Boost your online sales and signups. Consider using leads if you have a longer sales cycle.
  • Easy setup: Write text ads and pick keywords. No special files or assets needed. 
  • Highly specific targeting: Reach people actively searching for what you offer.

Video campaigns let you show video ads on YouTube and other websites.

Some Video campaign types can help you boost general awareness of your brand. Others are designed to drive conversions or get people to shop on your website.

Why choose Video

  • Awareness and consideration: Use video ads to make people aware of your brand or consider buying your product.
  • Sales and leads: To set up action-focused video ads, you’ll use the “Drive conversions” campaign subtype.
  • Expand your reach: Expand your reach beyond search results to target people on YouTube.
  • Remarketing: Follow up with people who’ve already seen your ads or visited your site.
 

Shopping campaigns are ideal if you’re a retailer looking to sell your product inventory. Shopping ads appear on search results and the Google Shopping tab.

Store owners can also use local inventory ads to promote products available at your physical locations.

Why choose Shopping

  • Retail marketing: Use visually engaging product listings to promote your retail products.
  • Sales and leads: Get people to buy on your online store or sign up for more.
  • Boost a nearby storefront: Sell your local store inventory to nearby customers.

Good to know

To create a Shopping campaign, you’ll first need to have a Merchant Center account where you can upload your product inventory.

App campaigns help you find new app users and increase sales within your app.

Local campaigns help you bring people to your physical stores and venues.

Your ads will be automatically optimized to appear across Search, Display, Google Maps, and YouTube.

Why choose Local

  • In-person store sales: Use online ads to promote your inventory and bring shoppers into your physical stores. 
  • Promote offers and events: Advertise in-store events and local promotions.
  • Detailed location info: Help people find your business address and hours.
  • Multi-channel marketing: One campaign will show your ads on Search, Display, Maps, and YouTube.

Good to know

To access Local campaigns, you’ll need to have active location extensions or affiliate location extensions in your account or have a Google My Business account connected to Google Ads.

This campaign type uses info from your app to automatically optimize ads across Search, Play, YouTube, Discover, and over 3 million sites and apps.

Why choose App

  • App promotion: Drive installs, engagements, and signups for your app on mobile devices.
  • Multi-channel marketing: One campaign will show your app on Search, Display, Play, and YouTube.
  • Easy setup and management: Targeting, bidding, and ad creation are all automated for optimal performance.
 

Local campaigns help you bring people to your physical stores and venues.

Your ads will be automatically optimized to appear across Search, Display, Google Maps, and YouTube.

Why choose Local

  • In-person store sales: Use online ads to promote your inventory and bring shoppers into your physical stores. 
  • Promote offers and events: Advertise in-store events and local promotions.
  • Detailed location info: Help people find your business address and hours.
  • Multi-channel marketing: One campaign will show your ads on Search, Display, Maps, and YouTube.

Good to know

To access Local campaigns, you’ll need to have active location extensions or affiliate location extensions in your account or have a Google My Business account connected to Google Ads.

Smart campaigns are the easiest way to get your ads up and running.

Enter your business, create a few ads, and Google finds the best targeting to get you the most for your time and money.

Why choose Smart

  • Sales and leads: Increase sales and sign ups for your products and services.
  • Easy setup: Enter your business info, create a few ads, and Google will automate your campaign.
  • Advanced optimization: Google optimizes your ads and targeting for you.

Good to know

If you recently created a new account at ads.google.com, you’ll likely be using the Smart Mode version of Google Ads and all your campaigns will be Smart campaigns.