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Google Ads for Art Gallery

Google Ads for Art Gallery: How to Create an Effective Campaign

Running a Google Ads campaign for an art gallery can be challenging. It’s not always easy to research and find the right keywords to bid on and who to reach with your ads. And this is made more difficult by the fact that art, paintings and prints tend to be unique and will have low search volumes individually.

However, whether you want to drive traffic to your art gallery or want to sell your products online or offline, Google Ads has proven effective for many art galleries.

Here are some tips to help you set up an effective Google Ads campaign for your art gallery.

 

1. Campaign Objective

To set up a Google Ads campaign for your art gallery, you’ll first need to think about what your plans are. Are you looking to drive sales or leads for your art, prints and more? Or are you looking to generate awareness for your art gallery and get more visitors to your website and to your gallery?

In Google Ads you can select one of the objectives for your art gallery, and that will help you to choose the best campaign type and goal tracking.

 

2. Campaign Type

Whether you select Sales or Leads as your objective, one of the best campaign types to set up is a Search campaign. With Search you can target people as they search on Google, and add keywords that will relate to your ads.

However, if you are looking to drive online sales for your art and prints you should also consider setting up a Shopping campaign.

With Shopping you won’t add any keywords but will upload a product feed to your Google Merchant Centre account. And then you’ll link this account to Google Ads and advertise your products. Your products will appear as a title, image, and description on Google.

 

3. Campaign Budget

To set up a Google Ads budget for your art gallery, you need to first work out your objectives and find the keywords you will bid on and then set your budget. It’s important that you set a sufficient budget whether it’s a Search or Shopping campaign type that you’ll be setting up, or both.

It’s also a good idea to start with a test budget for the first few months. For an art gallery a budget of at least £500 per month will help you test your campaign and keywords and see what returns you get. And you can adjust it as performance improves.

 

4. Bidding Strategy

Next, you’ll set a bid strategy that will aim to get you the best positions and achieve your objective of driving sales or leads. And in there you’ll have a few bid strategies to choose from, either automated or manual bidding.

Starting with an automated bid strategy is always a good idea because it allows the system to set the correct bids at auction time. And you can start with the Maximise Clicks strategy and then switch to a conversion-focused strategy like Maximise Conversions, when you’ve built up a good history of conversions.

So, it will be important to set up goal tracking before you run any campaigns.

 

5. Keyword Selection

If you are setting up a Google Search campaign for your art gallery, then you’ll need to find keywords to bid on. And to get started, you’ll need a keyword research tool like the Keyword Planner in your account. This is a free tool, and you can use it to carry out your research and do some forecasting too.

And you can do competitor research to see what other art galleries are bidding on in their pay per click (PPC) campaigns.

If you are setting up a Shopping campaign, you won’t need to carry out any keyword research for this campaign type. Instead, you’ll create a product feed with all your artworks, paintings, prints and so on that you want to sell online.

 

6. Text Ads

Text ads are what searchers see on Google when they search for products that relate to your art gallery. So, you’ll create responsive search ads in your campaign and group them with relevant keywords in your ad groups.

And with each responsive ad, you have 15 headlines to use and four description lines. The headlines each have a 30-character limit and descriptions each have a 90-character limit, so you must be creative with your messaging.

However, if you’re running a Shopping campaign, they will see product listings with a title, price, image and description, and not a text ad

 

7. Ad Scheduling

The Ad scheduling feature allows you to set days and hours when to run your ads. Ads are set to run 24/7 by default, but you can change this to whatever times make sense for your business.

As a new campaign, it’s advisable to run ads 24/7, so you can get the most traffic possible and gain insights into your best performing times. And that’s because people always search throughout the day and even on their mobiles as they are travelling, so you want to capture the best performance and then adjust your ad schedules.

 

Conclusion

Setting up and launching a Google Ads campaign for an art gallery has some challenges. But following the tips above can help you do it the right way, whether it’s through Search or Shopping.

Contact me today if you would like more information about setting up an effective Google Ads campaign for your art gallery. I’m a Google Ads specialist with over 15 years experience and I would be happy to help.

     

    I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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