Choosing the Right Google Ad Campaign for Your Handmade Business

A Quick Guide to Boosting Sales + Awareness with Google Ads

Google Ads can be a game-changer for handmade sellers looking to reach new customers and grow their brand. But with so many campaign types, it’s easy to feel unsure about where to start. Which campaign should you use if you want to attract high-intent buyers? What about building brand awareness? Let’s break down the main Google Ad campaigns and how they can help you achieve specific goals in your handmade business.

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Here’s how each campaign type can work for you!'

1. Search Campaigns: Capture High-Intent Buyers

Best for: Driving traffic from people actively searching for products like yours

When people are searching for products similar to yours, they’re already showing buying intent. Search Campaigns place your ads directly in front of those searchers, making it easy for people who are looking for handmade candles, jewelry, or custom products to find you. This campaign type is ideal if you want to bring in customers ready to purchase.

Quick Tip: Use specific keywords related to your products, such as “handmade soap gifts” or “artisan jewelry.” The more targeted your keywords, the more likely you are to attract customers ready to buy.

2. Shopping Campaigns: Showcase Products and Drive Conversions

Best for: Highlighting your products and making it easy for people to shop

Shopping Campaigns display your products right on Google’s search results page with images, prices, and product names. This makes it simple for potential customers to see what you offer before they even click. If your goal is to increase product sales, Shopping Campaigns can be an effective way to encourage conversions.

Pro Tip: Make sure your product images and descriptions are clear and attractive—these are what users see first. Including information like materials or unique product features can help you stand out from mass-market listings.

3. Display & Video Ads: Build Brand Awareness

Best for: Growing awareness of your brand and reaching new audiences

Display and Video Ads are perfect for introducing your handmade brand to new customers. Display Ads are banner-style ads shown across the Google Display Network, while Video Ads run on YouTube. Both are great for showcasing your brand, your process, or your story in a visually engaging way. These ads are excellent for capturing attention, building familiarity, and bringing new people into your audience.

Quick Win: Show a behind-the-scenes video of your creation process or a quick tutorial on caring for handmade products. These types of ads not only grab attention but also build a connection with your audience.

4. Performance Max (Pmax) Campaigns: Scale Across Channels

Best for: Reaching customers across multiple Google channels

Performance Max (Pmax) is a newer campaign type that uses Google’s AI to place ads across Search, Display, YouTube, and more—all in one campaign. Pmax is ideal if you want a broad reach without creating multiple separate campaigns. This type of campaign uses data insights to automatically target the right people on the right platforms, allowing you to scale efficiently as your brand grows.

When to Use It: Pmax is best for businesses ready to expand their reach and maximize ad spend with cross-channel exposure. If you’re ready to grow, this campaign helps your brand reach the widest audience with less manual effort.

Final Tips for Handmade Sellers Using Google Ads

Set Clear Goals: Decide on a specific goal for each campaign—whether it’s sales, traffic, or brand awareness.
Track Performance: Keep an eye on metrics to see what’s working and what needs tweaking. Google’s analytics tools provide valuable insights.
Optimize for Mobile: Many customers shop on mobile, so ensure your ads (and your website) are mobile-friendly for the best experience.

For more detailed tips on each campaign type and how to choose the best one for your handmade business, check out my latest YouTube video, where I walk you through optimizing your Google Ads strategy to reach your eCommerce goals and make the most of your ad spend. 🚀