By this point we've learned that Google works best if you understand what your goal is and how are you going to bid for it. Now, let's talk about campaign structure and how to set it up.

This is how the menu inside of Plai looks like

Let's review one by one:

1. Search campaigns: take advantage of high User intent

Search campaigns are text ads on search results that let you reach people while they’re searching on Google for the products and services you offer. The important thing about these is that Google will match users and advertisers based on the relevance, so you will only be shown to users who Googled one of your keywords.

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

When to choose Search campaigns

• You are about to launch your first campaign and you need to get our there!
• You already have a strong presence but need to boost your online sales and signups.
• If you have a longer sales cycle we recommend setting up a lead form (you can find this one as an asset) and also include lead capture mechanisms like forms on the website and bots to capture information.

Easy setup:

• Plai will pick out the keywords for you but remember to always check! AI is smart but you know your business better than anyone.
• Highly specific targeting: Reach people actively searching for what you offer.

2. Performance Max campaigns: Access all channels with just one campaign

Performance Max was the first AI driven campaign and it allows advertisers to access all the Google Ads inventory. Performance Max only works with Smart Bidding (no clicks) and helps you drive performance based on your specified conversion goals.

Why choose Performance Max campaigns

• Simple to set up, with AI optimization: Performance Max campaigns are designed to be easy to launch, and when your campaign is live, it'll be optimized by Google AI to drive the best performance possible.
• Increase conversions and value: Google AI optimizes your budget and bids across channels to help capture new conversion opportunities in real time.

3. Display campaigns: Image ads on websites

Display is really powerful if you want to focus in visually engaging ads. You can reach a really big audience that's browsing millions of websites, apps, and Google-owned properties, such as YouTube, to achieve your marketing objectives. Display campaigns are a great way to expand your reach and stay top of mind with an audience beyond just Google Search.

Inside of Plai, these are the only Google campaigns that support Retargeting goals

Why choose Display campaigns

• Sales and leads: Use visually engaging call-to-actions to drive sales and signups.
• Reach: Target people beyond the normal search results while they’re browsing websites and apps.
• Retargeting campaigns: Follow up with people who’ve already viewed your ads or visited your site.

Psstt: Plai has an image editing tool that will let you crop images in Square and landscape versions.

4. Video ads on YouTube

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. Bear in mind that these take 24 hours to be published when launching inside of Plai.

Why choose Video campaigns

• Awareness and consideration: Use video ads to make people aware of your brand or consider buying your product.
• Expand your reach: Target people beyond search results while they’re on YouTube.

Types of Video campaigns

Inside Google you can choose from 6 types of Video campaigns:

• Drive Conversions: these are also called Video Action Campaigns
• Video Reach campaigs: these get the most reach for your budget. Either by reaching more unique users: bumper ads and skipable. Which you can launch in Plai!
• Outstream: Show mobile-only video ads on websites and apps outside of YouTube, playing within content on the page or in an app.
• Get views: Get people to consider your product with skippable in-stream or in-feed video ads.
• Ad sequence: Tell a story with a series of video ads in a sequence.

More of these goals will be coming to Plai soon. 

Tip: You'll first need to create your video ad and upload it to YouTube.