A lot of people think of Google ads as the ads that appear when they use the Google homepage search function. While it’s true that these are some of Google’s strongest positional Google Adwords, they represent just the tip of the iceberg when it comes to Google Ad’s reach and effectiveness. Google has done an impressive job of evolving in lockstep with the internet, using sophisticated algorithms, tracking data, and more to create a diverse spectrum of Google Ads that can be targeted to suit just about any marketing campaign. There is a significant amount of detailed information and strategy that goes into any type of ad campaign. Keep in mind that this is just a rudimentary on the surface overview of the basics of advertising with Google, but this should give any newbie a general idea of some of the basics.
The Different Types of Google Ads
The evolution of Google ads lets marketers at every level use Google’s impressive internet reach in targeted marketing strategies. Each can be used in sophisticated ways tailored to the goal or target market demographic you are trying to reach. This includes:
- Search Campaigns
- Display Campaigns
- Video Campaigns
- Shopping Campaigns
- App Campaigns
- Local Campaigns
- Smart Campaigns
- Discovery Campaigns
The Google Ads campaign type that is best for your marketing strategy will be based on your individual business’s goals, as well as the allocated budget, the existing available assets, and the realistic amount of time you have available to manage the campaigns.
Google Ads Search Campaigns Connects with Search Results
Google Ads Search Campaigns are essentially the original Google Ads campaign that Google offered when they made their first successful forays into the world of internet marketing. They are text ads that appear in the results after using Google’s search engine. These pages visually look similar to organic Google listings.
Every Google Ads Search Campaign is text-based. They don’t specifically use any sort of graphics or images unless the organic search result happens to have an embedded image or video extension. Of course, this also means that Google Search ads are directly tied to keyword targeting and only reach users based on search query intent.
What Are the Benefits of Google Search Campaigns?
For a lot of businesses, Google search campaigns are one of the best places to start utilizing an internet marketing strategy. It gives you the confidence in knowing that the results are already targeted to consumers who are actively searching for your product or service. This in itself makes search campaigns a strong driver for direct responses and lead generation that converts to purchases.
Many businesses will also use Search campaigns as part of a larger marketing strategy to do things like boost brand awareness as well as funneling higher objectives. They tend to have good response rates for things like email signups, as well as encouraging repeat visits. Google search campaigns can also be used for remarketing as they do a good job of reaching consumers who already know your brand.
Google Ads Display Campaigns Connects Using Graphics & Images
Google Ads Display Campaigns represent the next step up from Google Search Campaigns. Display campaigns use images and graphic ads that appear on other websites across the internet. The ads that are generated in Google Ads Display campaigns can appear on over 3 million websites throughout Google’s Display Network.
Google Ads Display campaigns can also use images, videos, and also text-based ads. Though they don’t specifically use any keyword targeting. Instead, marketers can target their ads by using specific audience types, placement strategies, or other targeted website content.
What Are the Benefits of Google Display Campaigns?
A Google Ads Display campaign can be a great vehicle for generating brand awareness, as well as an effective remarketing tool to connect with consumers who are already aware of your brand. Display campaigns can help to scale your advertising.
Google Ads Video Campaigns Enhances Presence with Video
Google Ads Video campaigns strategically use targeted video ads that show up on YouTube and other websites as well as apps that are under the Google video partner’s umbrella. Thought to run a video ad, the video must first be uploaded to YouTube.
A Google Ads Video campaign does include options to enable keyword targeting. Though it is specifically based on YouTube searches when it comes to audience-based targeting, topic targeting, as well as placement selection.
There is also an additional bid strategy that is rated based on the cost per view. With these, the CPV bid empowers advertisers who want to pay only when video ads are viewed or when a user directly interacts with the video generated by the search results. It’s worth noting that this type of bid strategy isn’t available with other Google Ad campaign types that use “Cost Per Click” or “Cost Per Thousand” impressions.
What Are the Benefits of Google Video Campaigns?
Google Ads Video campaigns are best suited for advertisers who are trying to boost their brand awareness using engaging video content. It can also be used for a call to action, but encouraging viewers to do things like visiting your website, purchasing featured products and services, or simply signing up for newsletters. Video campaigns might also be used for remarketing to previous customers or consumers familiar with your brand.
Google Ads Shopping Campaigns Promotes Product Sales
Google Ads Shopping campaigns are designed to use placed product image ads that appear on the Google search results as well as the shopping tabs. They typically include the product title, price, and an image of the product at a minimum.
Just note that to use a Google Ads Shopping campaign, you first will need to have a Google Merchant Center account that includes an active product feed. All information for your shopping campaign ads will then come directly from your product feed. All Google Shopping ads include an up-to-date product image which also needs to be defined in your Google Merchant Center product feed.
What Are the Benefits of Google Ads Shopping Campaigns?
Google Ads Shopping campaigns are most effective for online retailers who use eCommerce to boost their brick & mortar retail sales. It can also be used to show the availability of products at brick and mortar locations. Google Ads Shopping campaigns do a good job of generating purchases, add to carts, product page views) and consideration for retailers.
Google Ads App Campaigns Connect with App Users
Google Ads App Campaigns are designed to advertise on apps as well as promote in-app engagement, which leads to conversions and purchases. Google Ads App Campaigns are typically automated and can appear across Google properties. This includes an active presence on Google Play, YouTube, Discover on Google Search, and the Google Display Network.
Google Ad App campaigns don’t use individual ads. Rather they use video and image visual assets that you upload from a related app store listing. They are typically combined with text assets that you generate to generate the app campaign ads that are displayed to users. The app engagement campaign’s goal is to allow app advertisers to connect with customers to evoke a specific call to action.
What Are the Benefits of Google App Campaigns
Google Ads App campaigns are better suited for businesses that want to promote their apps via installs with the hopes of promoting certain customer actions within the app itself. This further allows app developers to also use app campaigns for purposes like remarketing.
Google Ads Local Campaigns to Promote In-Person Visits
Google Ads Local campaigns are typically automated and targeted for businesses that want to promote offline store visits and conversions. This type of marketing campaign relies heavily on Google’s sophisticated algorithms and machine learning to automatically optimize ad placements and ad asset combinations.
Since it is largely automated, Google decides on ad placement while also optimizing the targeting strategy based on your marketing campaign’s goal. Google then integrates ad placement with other features such as Google maps. This also means that Google Ads Local campaigns employ radius targeting based on the locations you want to promote with your ads. The exact target radius can vary depending on competition, a user’s preference, population density, and business type.
What Are the Benefits of Google Local Campaigns?
Google Ads Local campaigns are best suited for local businesses who want to encourage in-store visits while also promoting offline conversions. They tend to work best for national and regional retailers or franchises with at least 10+ store locations.
Google Ads Smart Campaigns Offer Automated Simplicity
Google Ads Smart campaigns are the most automated option in Google Ads marketing arsenal. They are designed to provide businesses with an option that is easy to set up and requires minimal maintenance. They use smart search campaigns, smart display campaigns, & smart shopping campaigns. When using Smart campaigns, ads can appear on Google search, Google Maps, YouTube, and Gmail, as well as an umbrella of Google Partner sites.
When you use a Google Ads Smart campaign the bidding is automatic, and all extensions are automatically created. This includes automatically generated keywords that are based on a selection of keyword themes that you provide. From that point, ad placement is automatically selected, by Google’s algorithms and you will see simplified reporting in your Google Ads account.
What Are the Benefits of Google Smart Campaigns?
Google Ads Smart campaigns are designed to be easy enough to set up in 15 minutes or less. They require minimal management, but they also have limited features, functionality, and reporting. Though they save an enormous amount of time, which makes them an inviting option for a small business where time needs to be spent on other important details like inventory and customer service.
Google Ads Discovery Campaigns Create Visual Impact
Google Ads Discovery campaigns are often used to produce targeted ads that appear in premium, Google-owned feeds, including Google Discover’s mobile feed. These ads can also be placed in Gmail as well as on the social and promotions tabs, and even on the YouTube home or Watch Next feeds.
These campaigns employ an automated bid strategy that is designed to maximize conversion rates as well as target cost per action bidding. Google Ads Discovery campaigns give advertisers the ability to upload images, produce their own headlines, and descriptions. Then Google creates ads from these uploaded assets based on its machine learning. Though Discovery campaigns don’t use any video assets.
What Are the Benefits of Google Discovery Campaigns?
Google Ads Discovery campaigns are typically used by businesses who want to reach new customers via Google-owned properties. The goal is to boost brand awareness based on user interests. It can also be used for remarketing strategies.