Goal: Capturing searchers actively looking for your brand by name.
Relevance to the audience: High. (They’re searching for you....
Non-branded search (Generic Search)
Goal: Generating qualified intent-based traffic, and possibly new customers, by advertising to people who may buy your products but aren’t necessarily familiar with your brand.
Non-branded search (niche)
Goal: Acquiring new customers from niche audiences that match up with your niche products.
Relevance to the audience: Medium to high. (The more niche the audien...
Goal: Acquiring new customers who might not know your brand or product by getting your brand in front of shoppers searching for your competitors.
Relevance to the audience: ...
Google Shopping (branded)
Goal: Capturing searchers who are specifically shopping for your products/product categories using your branded keywords.
Relevance to the audience: High. (They...
Google Shopping (Non-Branded)
Goal: Capturing searchers looking specifically for the types of products you sell but not necessarily your branded products by name.
Relevance to audience: Low ...
Re targeting (text, banner, video)
Goal: Advertising specifically to potential buyers who have previously visited your site, browsed a specific category page, added items to their cart, or already made a purchase.
Display ads (topics and interests)
Goal: Increasing awareness around your product or service by advertising on sites in the Google Display Network that relate to a specific topic or interest category.
Relevance to audience...
Google Display Ads
Goal: Driving increased awareness around your product or service, and potentially driving sales, by displaying your ads on webpages in the Display Network that contain a specific theme based on a grouping ...