Five Different Digital Marketing Tactics you can Test Exclusively with Google
Hello!
Even if you prefer not to allocate your entire marketing budget to paid search, Google Ads offers an excellent entry point for businesses with limited resources and those new to online advertising.
The platform has evolved far beyond traditional search ads. Its intuitive, self-serve interface supports a wide range of pay-as-you-go tactics ideal for demand generation. Within Google Ads, advertisers can deploy multiple PPC strategies to drive sales and engagement.
Here are five digital marketing tactics you can test directly inside the Google Ads interface:
Search Ads
Google’s leadership in digital advertising stems from its unparalleled dominance in search. The platform processes over 40,000 queries per second—more than a trillion searches annually—making it an unmatched environment for reaching potential customers at scale.
Search ads appear above and below organic results on Google’s search pages. The recently redesigned interface lets advertisers launch campaigns in minutes and pause or resume them instantly. These ads connect with users across every stage of the buying journey and have been shown to lift brand awareness by an average of 6.6%.
1. Begin with a modest test budget that generates enough impressions and clicks to produce meaningful data within 30–60 days.
2. Conduct thorough keyword research before launch using Google’s Keyword Planner. The keywords you choose directly influence both cost and performance.
3. Review Google’s ad guidelines, including expanded headline and description options, and utilize all available fields to maximize visibility.
YouTube Video Ads
More than one-third of global internet users watch YouTube. According to Google, viewers aged 14–49 consume more video on mobile devices than all cable networks combined, making YouTube essential for both branding and performance marketing.
YouTube ads can direct traffic to an advertiser’s website, YouTube channel, or a specific video watch page. Campaigns are created entirely within the Google Ads interface and support multiple formats.
Available ad types include:
● Display ads (desktop only) – Banners shown beside the featured video and above suggestions.
● Overlay ads (desktop only) – Semi-transparent banners appearing in the lower 20% of the video player.
● Skippable video ads (all devices) – Viewers may skip after five seconds.
● Non-skippable video ads (desktop and mobile) – 15- or 20-second ads that must be watched in full.
● Bumper ads (desktop and mobile) – Non-skippable ads up to six seconds long.
● Sponsored cards (desktop and mobile) – Interactive cards linking to relevant content such as product pages.
1. Define clear goals and KPIs before launch. Start with a small budget and review performance daily during the first week. For additional guidance, explore these 6 proven YouTube marketing tips.
2. Implement video remarketing to show personalized ads to previous viewers across YouTube and the Google Display Network. Google provides detailed setup instructions for this feature.
Shopping Ads
Shopping ads account for over 48% of all search ad clicks. If you sell products through an e-commerce platform, these ads are well worth testing.
They appear at the top or right of search results, displaying product images, prices, and details pulled from your Google Merchant Center feed. Average cost per click is significantly lower than standard search ads, and clickers typically demonstrate strong purchase intent.
1. Prioritize feed quality: maintain up-to-date, optimized product data and professional images that meet Google’s guidelines. Linking Merchant Center to Google Ads is largely automated.
2. Invest in high-resolution product photography, as visual appeal influences 93% of purchasing decisions.
Display Ads
Google’s Display Network, including YouTube, reaches more than 90% of internet users worldwide across over two million websites and 650,000 apps. Supported formats include text, image, and video ads.
Targeting options encompass topics, demographics, interests, and remarketing. Responsive display ads automatically adjust size and format to fit available placements.
Key recommendations:
2. Test both standard banners and responsive display ads, including text-only variations, to maximize reach across the network.
Remarketing
Remarketing can be applied to both display and search campaigns. It reconnects advertisers with previous website visitors through tailored messaging. Options range from broad site-wide audiences to dynamic remarketing that shows specific products to cart abandoners.
Remarketing lists for search ads (RLSA) display ads to users who previously visited your site and later search for your keywords. Advertisers may also upload customer lists for targeting logged-in Google users.
Key Recommendations:
2. Explore additional audience types such as Affinity audiences, In-market audiences, and custom affinity audiences. Full details are available on the Google Ads help site.
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A word about digital marketing tactics eggs and baskets
Google advertising platforms provide powerful tools to increase visibility and revenue. Complementary solutions such as Google Workspace can further support content marketing efforts.
While testing multiple tactics within Google Ads is valuable, it is wise to diversify across platforms. LinkedIn remains essential for B2B marketers, while Bing and Facebook also deserve attention.
Consider integrating emerging technologies such as AI into your campaigns—here’s how to leverage AI to grow your business.
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