Google Ads Product Playbook for New Partners

Build Awareness

Influence Consideration

Drive Leads

Drive Sales

Leverage the right network to help your customers reach their goals based on their primary business objectives

Google Shopping

Google Search Network

Google Display NetworkYouTube

Search Shopping

Ad Networks

Online Sales

Smart Shopping

Campaigns

Search

Display

YouTube

Smart Shopping Campaigns

Search

Display

YouTube

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Online Sales Through Smart Shopping CampaignsAs your product offering evolves over time, consider adding a search offering, followed by display and YouTube. This will allow your customers to expand their reach through new networks and ad formats, while focusing on growing sales.

Smart Shopping Campaigns

Search Display YouTube

SSC combines Shopping campaigns and Display Remarketing to drive sales across Search, Shopping, YouTube, Gmail, the Display Network and more. SSC automatically manages ad creation, targeting, bidding, and budget allocation across all of these networks while leveraging machine learning to maximize conversion value.

Leverage the power of the Google Search Network to show text ads to potential customers when they are searching for terms related to your business and the products you sell. Utilize Google’s smart bidding options to optimize your search campaigns to drive more sales through eCPC, Maximize Conversions, or Target ROAS.

Implement a Display Network campaign to show image ads to people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. Use Google’s audience targeting options, like in-market audiences and similar audiences, to reach new customers.

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. Similar to Display campaigns, you can use Google’s audience targeting options (+others), like in-market audiences and video remarketing, to reach new customers.

• Simplicity: Manage campaigns easily

• Performance: Maximize conversion value

• Reach: Find customers across Google

• Reach: Find customers across Google

• Relevancy: Only show ads when prospective customers search for your business/products

• Performance: Drive more sales with smart bidding

• Reach: Find customers as they browse across the web

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

• Reach: Find customers as they watch videos on YouTube & browse online websites

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

Online Leads

Smart Campaigns

Remarketing

Display

YouTube

Smart Campaigns

Remarketing

Display

YouTube

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Online Leads Through Smart CampaignsAs your product offering evolves over time, consider adding remarketing, followed by display and YouTube. This will allow your customers to expand their reach through new networks and ad formats, while focusing on driving more leads.

Best for partners new to Google Ads

Smart Campaigns Remarketing Display YouTube

Smart Campaigns is a hybrid campaign allowing customers to reach across both the search and display networks to drive more phone calls to their business. Smart campaigns automatically manage keyword creation, bidding, and budget allocation across both search and display networks while leveraging machine learning to drive more calls.

Leverage display Remarketing to show ads to people who have already visited your website. When people leave your website without becoming a customer, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Implement a Display Network campaign to show image ads to people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. Use Google’s audience targeting options, like in-market audiences and similar audiences, to reach new customers.

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. Similar to Display campaigns, you can use Google’s audience targeting options (+others), like in-market audiences and video remarketing, to reach new customers.

• Simplicity: Manage campaigns easily

• Performance: Drive more phone calls

• Reach: Find customers across Google search & display

• Reach: Find customers as they browse across the web

• Audience: Only show ads to previous website visitors or converters on your website

• Reach: Find customers as they browse across the web

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

• Reach: Find customers as they watch videos on YouTube & browse online websites

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

Search

Remarketing

Display

YouTube

Search

Remarketing

Display

YouTube

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Online Leads Through Search CampaignsAs your product offering evolves over time, consider adding remarketing, followed by display and YouTube. This will allow your customers to expand their reach through new networks and ad formats, while focusing on driving more leads.

Best for partners with an experienced AM team

Search Remarketing Display YouTube

Leverage the power of the Google Search Network to show text ads to potential customers when they are searching for terms related to your business and the products/services you offer. Utilize Google’s smart bidding options to optimize your search campaigns to drive more leads through eCPC or Maximize Conversions. Set-up conversion tracking to enable smart bidding.

Leverage display Remarketing to show ads to people who have already visited your website. When people leave your website without becoming a customer, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Implement a Display Network campaign to show image ads to people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. Use Google’s audience targeting options, like in-market audiences and similar audiences, to reach new customers.

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. Similar to Display campaigns, you can use Google’s audience targeting options (+others), like in-market audiences and video remarketing, to reach new customers.

• Reach: Find customers across Google

• Relevancy: Only show ads when prospective customers search for your business/products

• Performance: Drive more leads with smart bidding

• Reach: Find customers as they browse across the web

• Audience: Only show ads to previous website visitors or converters on your website

• Reach: Find customers as they browse across the web

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

• Reach: Find customers as they watch videos on YouTube & browse online websites

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

Phone Calls

Smart Campaigns

Remarketing

Display

YouTube

Smart Campaigns

Remarketing

Display

YouTube

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Phone Calls Through Smart CampaignsAs your product offering evolves over time, consider adding remarketing, followed by display and YouTube. This will allow your customers to expand their reach through new networks and ad formats, while focusing on driving more phone calls.

Best for partners new to Google Ads

Smart Campaigns Remarketing Display YouTube

Smart Campaigns is a hybrid campaign allowing customers to reach across both the search and display networks to drive more phone calls to their business. Smart campaigns automatically manage keyword creation, bidding, and budget allocation across both search and display networks while leveraging machine learning to drive more calls.

Leverage display Remarketing to show ads to people who have already visited your website. When people leave your website without becoming a customer, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Implement a Display Network campaign to show image ads to people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. Use Google’s audience targeting options, like in-market audiences and similar audiences, to reach new customers.

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. Similar to Display campaigns, you can use Google’s audience targeting options (+others), like in-market audiences and video remarketing, to reach new customers.

• Simplicity: Manage campaigns easily

• Performance: Drive more phone calls

• Reach: Find customers across Google search & display

• Reach: Find customers as they browse across the web

• Audience: Only show ads to previous website visitors or converters on your website

• Reach: Find customers as they browse across the web

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

• Reach: Find customers as they watch videos on YouTube & browse online websites

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

Search + Call-Only

Ads

Remarketing

Display

YouTube

Search + Call-Only Ads

Remarketing

Display

YouTube

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Phone Calls Through Search CampaignsAs your product offering evolves over time, consider adding remarketing, followed by display and YouTube. This will allow your customers to expand their reach through new networks and ad formats, while focusing on driving more phone calls.

Best for partners with an experienced AM team

Search + Call-Only Ads

Remarketing Display YouTube

Leverage the power of the Google Search Network to show text ads to potential customers when they are searching for terms related to your business and the products/services you offer. Utilize Google smart bidding to optimize your search campaigns to drive more calls through eCPC or Maximize Conversions. In addition, implement call-only ads to drive calls from mobile devices.

Leverage display Remarketing to show ads to people who have already visited your website. When people leave your website without becoming a customer, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Implement a Display Network campaign to show image ads to people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. Use Google’s audience targeting options, like in-market audiences and similar audiences, to reach new customers.

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. Similar to Display campaigns, you can use Google’s audience targeting options (+others), like in-market audiences and video remarketing, to reach new customers.

• Reach: Find customers across Google

• Relevancy: Only show ads when prospective customers search for your business/products

• Performance: Drive more calls with smart bidding

• Reach: Find customers as they browse across the web

• Audience: Only show ads to previous website visitors or converters on your website

• Reach: Find customers as they browse across the web

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

• Reach: Find customers as they watch videos on YouTube & browse online websites

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

Foot Traffic

Smart Campaigns

Remarketing

Display

YouTube

Smart Campaigns

Remarketing

Display

YouTube

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Foot Traffic Through Smart CampaignsAs your product offering evolves over time, consider adding remarketing, followed by display and YouTube. This will allow your customers to expand their reach through new networks and ad formats, while focusing on driving foot traffic.

Best for partners new to Google Ads

Smart Campaigns Remarketing Display YouTube

Smart Campaigns is a hybrid campaign allowing customers to reach across both the search and display networks to drive foot traffic to their business. Smart campaigns automatically manage keyword creation, bidding, and budget allocation across both search and display networks while leveraging machine learning to drive foot traffic.

Leverage display Remarketing to show ads to people who have already visited your website. When people leave your website without becoming a customer, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Implement a Display Network campaign to show image ads to people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. Use Google’s audience targeting options, like in-market audiences and similar audiences, to reach new customers.

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. Similar to Display campaigns, you can use Google’s audience targeting options (+others), like in-market audiences and video remarketing, to reach new customers.

• Simplicity: Manage campaigns easily

• Performance: Drive foot traffic• Reach: Find customers across

Google search & display

• Reach: Find customers as they browse across the web

• Audience: Only show ads to previous website visitors or converters on your website

• Reach: Find customers as they browse across the web

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

• Reach: Find customers as they watch videos on YouTube & browse online websites

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

Search

Remarketing

Display

YouTube

Search

Remarketing

Display

YouTube

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Foot Traffic Through Search CampaignsAs your product offering evolves over time, consider adding remarketing, followed by display and YouTube. This will allow your customers to expand their reach through new networks and ad formats, while focusing on driving foot traffic.

Best for partners with an experienced AM team

Search Remarketing Display YouTube

Leverage the power of the Google Search Network to show text ads to potential customers when they are searching for terms related to your business and the products/services you offer. Utilize Google’s smart bidding options to optimize your search campaigns to drive foot traffic through eCPC or Maximize Conversions. Enable location extensions to ensure ads can appear in Maps.

Leverage display Remarketing to show ads to people who have already visited your website. When people leave your website without becoming a customer, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Implement a Display Network campaign to show image ads to people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. Use Google’s audience targeting options, like in-market audiences and similar audiences, to reach new customers.

Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network. Similar to Display campaigns, you can use Google’s audience targeting options (+others), like in-market audiences and video remarketing, to reach new customers.

• Reach: Find customers across Google

• Relevancy: Only show ads when prospective customers search for your business/products

• Performance: Drive more foot traffic with smart bidding

• Reach: Find customers as they browse across the web

• Audience: Only show ads to previous website visitors or converters on your website

• Reach: Find customers as they browse across the web

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

• Reach: Find customers as they watch videos on YouTube & browse online websites

• Audience: Reach people interested in products like yours

• Ad Format: Engage users with an appealing ad format

Many Customer Goals

Smart Campaigns

Online LeadsPhone CallsFoot Traffic

Remarketing

Smart Campaigns

Remarketing

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Implement Smart Campaigns to Drive Calls, Online Leads, & Foot TrafficSmart Campaigns are able to optimize each campaign across a different goal: online leads, phone calls, or foot traffic. For e-commerce customers, set up smart shopping campaigns to drive sales. Then layer in remarketing for smart campaigns customers to help them expand their reach and drive more conversions.

Smart Shopping

Campaigns

Smart Shopping Campaigns

Smart Campaigns Smart Shopping Campaigns

Remarketing

Smart Campaigns is a hybrid campaign allowing customers to reach across both the search and display networks to drive foot traffic to their business. Smart campaigns automatically manage keyword creation, bidding, and budget allocation across both search and display networks while leveraging machine learning to drive online leads, calls or foot traffic.

SSC combines Shopping campaigns and Display Remarketing to drive sales across Search, Shopping, YouTube, Gmail, the Display Network and more. SSC automatically manages ad creation, targeting, bidding, and budget allocation across all of these networks while leveraging machine learning to maximize conversion value.

Leverage display Remarketing to show ads to people who have already visited your website. When people leave your website without becoming a customer, remarketing helps you reconnect with them by showing relevant ads across their different devices.

• Simplicity: Manage campaigns easily• Performance: Drive conversions• Reach: Find customers across Google

search & display

• Simplicity: Manage campaigns easily• Performance: Maximize conversion

value• Reach: Find customers across Google

• Reach: Find customers as they browse across the web

• Audience: Only show ads to previous website visitors or converters on your website

Appendix

Shopping

Search

Display

YouTube

Smart Shopping Campaigns

Foundations for Success

% of advertiser spend

Expansion Opportunities Long Term Offering

Drive Online Sales Through Shopping CampaignsThis product offering option is for partners who want to use their own bidding algorithm or manual bid optimizations in lieu of leveraging Google’s smart bidding options. We recommend adding in Dynamic Remarketing before other campaign types to drive more online sales through previous site visitors and/or customers.

Dynamic Remarketing

Search

Display

YouTube

Dynamic Remarketing

This is not recommended for most partners due to the complex nature of manually optimizing bids.