Search engine advertising is typically done through pay-per-click (PPC) campaigns, where advertisers bid on keywords related to their products or services. Here’s a brief overview of the types of campaigns and how they work on Google and Bing:

Google Ads:

1. Search Campaigns:
  • Objective: To show text ads on the Google search results page when users search for relevant keywords.
  • How it works: Advertisers bid on keywords, and when someone searches for those keywords, the ads are displayed.
2. Display Campaigns:
  • Objective: Display image or video ads on websites within the Google Display Network.
  • How it works: Advertisers can target specific demographics, interests, or websites, and their ads appear on relevant sites.
3. Shopping Campaigns:
  • Objective: Showcase product listings with images and prices on the Google Shopping tab.
  • How it works: Advertisers submit a product feed, and ads are triggered based on user searches and product details.
4. Video Campaigns:
  • Objective: Promote video content on YouTube and across the Google Display Network.
  • How it works: Advertisers create video ads and target specific audiences based on demographics, interests, and online behavior.
5. App Campaigns:
  • Objective: Drive installations and interactions with mobile apps.
  • How it works: Advertisers set a budget and bid, and Google Ads automatically optimizes ad placements across various networks to achieve the specified goal.

Bing Ads (now Microsoft Advertising):

1. Search Campaigns:
  • Objective: Display text ads on the Bing search results page.
  • How it works: Similar to Google Ads, advertisers bid on keywords, and their ads appear when users search for those keywords.
2. Shopping Campaigns:
  • Objective: Showcase product listings on the Bing Shopping tab.
  • How it works: Advertisers upload a product feed, and ads are triggered based on user searches and product details.
3. Audience Ads:
  • Objective: Target specific audiences with personalized ads.
  • How it works: Advertisers can target audiences based on demographics, interests, and user behavior.
4. App Install Ads:
  • Objective: Drive installations of mobile apps.
  • How it works: Advertisers set bids and budgets, and ads are displayed across the Microsoft Advertising network.

How to Get Started:

  1. Create an Account:

    • Sign up for an account on Google Ads and Microsoft Advertising.

  2. Campaign Setup:

    • Choose the type of campaign you want to run (search, display, shopping, etc.).
    • Define your campaign goals and budget.

  3. Keyword Research:

    • Identify relevant keywords for your business.

  4. Ad Creation:

    • Create compelling ad copy and visuals.

  5. Targeting:

    • Specify your target audience, demographics, and geographic locations.

  6. Bidding:

    • Set your bid amounts for keywords or placements.

  7. Monitoring and Optimization:

    • Regularly monitor your campaigns, analyze performance data, and make adjustments to improve results.

Remember to adhere to the advertising policies of each platform and continually optimize your campaigns based on performance metrics.