Beyond Search: How to Strategically Leverage Display, Video & Performance Max
Let's recap the difference between search campaigns versus other campaign types you can use within the Google Ads ecosystem.
With paid search, you target prospects at the exact moment they actively seek out the services you provide. So search ads are extremely targeted to high-intent users, aka "pull" marketing.
On the other hand, video, display and Performance Max campaigns reach users as they browse websites, apps and YouTube. These sellers aren't actively searching for you, so non-search campaigns are categorized as "push" campaigns to a colder audience.
Unlike search, these campaign types rely primarily on audience targeting rather than keywords. So in this and the following chapters, we will explore them together.
[graphic showing where each campaign type/subtype sits in the marketing funnel]
Prospecting vs Retargeting
There are two strategic ways to leverage non-search campaigns:
For remarketing — to re-engage with previous visitors from your paid search campaigns. The goal is to nudge existing high-intent prospects closer to conversion. Expect lower lead volumes but higher quality and better return on ad spend.
For prospecting - to potentially generate more leads by widening your audience reach beyond existing search campaigns. Expect higher lead volumes at a lower cost per lead compared to search ads. However, this only works if you have sufficient search campaign conversion history to draw on. This is key—without enough quality search conversions to learn from, the algorithm will struggle to attract genuinely motivated sellers.
What’s Coming Next
In the following chapters, you will discover:
How to convert previous high-intent search visitors with Display and Video remarketing campaigns.
Step-by-step frameworks for building expanded yet targeted audience lists to reach new leads that match your ideal motivated seller profile.
The most common Performance Max mistakes to avoid and how to structure this campaign correctly from the start.
Weekly and monthly optimization workflows to improve performance over time.
Let’s dive in!
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
