Google Ads is one of the most powerful advertising platforms on the web. It allows businesses to reach their target audience through a variety of ad formats and campaign types. If you’re new to Google Ads, you may be wondering how many types of ads are available and which ones are right for your business. In this article, we’ll explore the different types of Google Ads and when to use them.
There are a total of 22 different types of Google Ads, each with its own unique features and benefits. These ads are divided into nine campaign types, including search ads, display ads, shopping ads, video ads, and more. Within each campaign type, there are different ad formats and subtypes that you can choose from to create your ads.
Choosing the right type of Google Ad for your business can be a daunting task, but it’s essential to get it right if you want to see a return on your investment. In the following sections, we’ll take a closer look at each type of Google Ad, its features, and when to use it. We’ll also provide some tips and best practices to help you create effective ads that drive results.
Understanding Google Ads
Google Ads, previously known as Google AdWords, is a powerful online advertising platform that businesses can use to promote their products and services to potential customers. Google Ads works by displaying ads on Google’s search engine results pages (SERPs), as well as on websites that are part of the Google Display Network.
There are several types of Google Ads campaigns, each with its own unique features and benefits. Here are some of the most common types of Google Ads campaigns:
- Search Ads: These are the most common type of Google Ads and appear at the top of the search engine results page when someone searches for a particular keyword. They are text-based ads that can include a headline, description, and URL.
- Display Ads: Display ads appear on websites that are part of the Google Display Network. They can be in the form of images, videos, or text-based ads and can be targeted to specific audiences based on demographics, interests, and behaviors.
- Shopping Ads: Shopping ads are used by businesses that sell products online. They appear at the top of the search engine results page and display product images, prices, and descriptions.
- Video Ads: Video ads are displayed on YouTube and can be in the form of skippable or non-skippable ads. They can be targeted based on demographics, interests, and behaviors.
- App Ads: App ads are used by businesses that have mobile apps. They can be displayed on Google Play, YouTube, and other apps within the Google Display Network.
- Local Ads: Local ads are used by businesses that have physical locations and want to attract local customers. They can be displayed on Google Maps, Google Search, and other websites within the Google Display Network.
Google Ads can be a powerful tool for businesses looking to reach new customers and increase sales. However, it’s important to understand the different types of campaigns available and choose the one that best fits your business goals and target audience.
Search Network Ads
Google Search Network Ads appear on search results pages when users search for keywords related to your business. These ads are text-based and can appear above, below, or alongside organic search results. They can also appear on Google Maps and Google Shopping.
Search Network Ads can be a great way to reach potential customers who are actively searching for products or services like yours. Here are some key things to know about Search Network Ads:
- Keywords: Search Network Ads are triggered by specific keywords that you choose. You can choose broad keywords that match a wide range of searches, or you can choose more specific keywords that match exactly what a user is searching for.
- Ad Rank: Your ad’s position on the search results page is determined by your Ad Rank, which is calculated based on your bid, ad quality, and expected impact of ad extensions and other ad formats.
- Ad Extensions: You can add ad extensions to your Search Network Ads to provide additional information to users, such as your phone number, address, or links to specific pages on your website.
- Cost: Search Network Ads are priced on a pay-per-click (PPC) basis, which means you only pay when someone clicks on your ad.
Overall, Search Network Ads can be a powerful tool for reaching potential customers who are actively searching for products or services like yours. By choosing the right keywords, optimizing your ad quality, and using ad extensions effectively, you can create effective Search Network Ads that drive traffic and conversions to your website.
Display Network Ads
Google’s Display Network is a collection of over 2 million websites, mobile apps, and videos where your ads can appear. By advertising on the Display Network, you can reach potential customers while they are browsing websites, watching videos, checking their email, or using mobile apps.
There are different types of Display Network Ads that you can use to target your audience. Some of the most common ones are:
- Responsive Display Ads: These ads automatically adjust their size, format, and appearance to fit the available ad space on the website or app. You can upload different images, headlines, descriptions, and logos, and Google will optimize the ad based on your goals and the user’s behavior.
- Image Ads: These ads consist of a static or animated image that you create and upload. You can choose from different sizes and formats, such as banner, square, skyscraper, or interstitial. You can also add text overlays, call-to-action buttons, and custom URLs.
- Video Ads: These ads consist of a video that you create and upload or a video that you promote from YouTube. You can choose from different formats, such as in-stream, out-stream, or bumper. You can also add companion banners, call-to-action buttons, and custom URLs.
- Gmail Ads: These ads appear at the top of the Promotions tab in Gmail, and they look like an email. You can create a custom HTML template with images, text, and links, and target specific audiences based on their interests, behavior, or demographics.
- App Ads: These ads appear in mobile apps that are part of the Display Network, and they can promote your own app or a third-party app. You can choose from different formats, such as interstitial, banner, or native. You can also add text, images, and videos.
To create a Display Network campaign, you need to select the “Display Network” option when you create a new campaign in Google Ads. Then, you need to choose the targeting options that best suit your goals and budget. Some of the targeting options are:
- Keywords: You can choose specific keywords that are related to your product or service, and Google will show your ads on websites or apps that match those keywords.
- Placements: You can choose specific websites, apps, or videos where you want your ads to appear, or you can exclude certain websites or categories.
- Audiences: You can choose specific audiences based on their interests, behavior, or demographics, or you can create your own custom audience based on your customer data.
- Topics: You can choose specific topics that are related to your product or service, and Google will show your ads on websites or apps that cover those topics.
By using the Display Network, you can expand your reach, increase your brand awareness, and drive more traffic to your website or app. However, you need to be aware of the potential risks and challenges of Display Network advertising, such as:
- Irrelevant clicks: Some users may click on your ads by mistake, or they may not be interested in your product or service. This can lead to wasted clicks and higher costs.
- Ad fraud: Some websites or apps may generate fake clicks or impressions to increase their revenue, or they may show your ads in inappropriate contexts. This can lead to invalid clicks and lower ROI.
- Ad fatigue: Some users may see your ads too often, or they may find them annoying or intrusive. This can lead to lower engagement and brand perception.
To mitigate these risks, you can use different strategies, such as:
- Ad rotation: You can set up your ads to rotate evenly or optimize for clicks, conversions, or viewable impressions. This can help you test different ad variations and find the best-performing ones.
- Placement exclusions: You can exclude certain websites or apps that are not relevant or trustworthy, or that generate low-quality traffic. This can help you focus on the most valuable placements and avoid wasting your budget.
- Frequency capping: You can set up a limit on how many times a user can see your ads per day, week, or month. This can help you avoid ad fatigue and improve user experience.
Overall, Display Network Ads can be a powerful tool for reaching your audience and achieving your marketing goals. By understanding the different ad formats, targeting options, and risks, you can create effective campaigns that drive results and enhance your brand reputation.
Shopping ads are a type of Google ads that allow advertisers to promote their products on Google’s search results pages and other Google properties. With shopping ads, advertisers can showcase their products to potential customers who are actively searching for them.
Product Shopping Ads
Product Shopping Ads are ads that show up when a user searches for a specific product. These ads display a photo of the product, its price, and the name of the retailer. Product Shopping Ads are ideal for businesses that sell a variety of products and want to promote specific items.
Some key features of Product Shopping Ads include:
- They are based on product data provided by the advertiser.
- The ads are automatically generated by Google based on the user’s search query.
- They can appear on Google Search, Google Images, and Google Shopping.
Showcase Shopping Ads
Showcase Shopping Ads are ads that allow advertisers to group related products together in a single ad. These ads are designed to showcase a range of products from a particular brand or retailer. Showcase Shopping Ads are ideal for businesses that want to promote their brand and showcase their products to potential customers.
Some key features of Showcase Shopping Ads include:
- They allow advertisers to group related products together in a single ad.
- The ads include a main image or video, along with smaller images of related products.
- They can appear on Google Search, Google Images, and Google Shopping.
So, Shopping Ads are an effective way for businesses to promote their products on Google’s search results pages and other Google properties. By using Product Shopping Ads and Showcase Shopping Ads, businesses can showcase their products to potential customers who are actively searching for them.
Video Ads are a type of Google Ads that allow advertisers to showcase their products or services through a video format. Video Ads can be shown on YouTube, Google Display Network, and other websites that partner with Google.
Types of Video Ads
There are two types of Video Ads that advertisers can choose from:
- In-stream Ads: These ads are shown before, during, or after a video on YouTube or other Google partner sites. In-stream Ads can be skipped after 5 seconds, or they can be non-skippable, which means that viewers must watch the entire ad before the video they want to watch begins.
- Video Discovery Ads: These ads appear on YouTube search results pages, next to related videos, or on the YouTube homepage. Video Discovery Ads are displayed as a thumbnail image with some text, and viewers can click on the ad to watch the video.
Creating Video Ads
To create a Video Ad, advertisers must first create a video that meets the specifications set by Google. The video can be uploaded to YouTube or Google Ads, and then the advertiser can create a Video campaign in Google Ads.
When creating a Video campaign, advertisers can choose various targeting options, such as demographics, interests, and keywords. Advertisers can also set a budget and bid for views or impressions.
Best Practices for Video Ads
To create effective Video Ads, advertisers should follow these best practices:
- Keep the video short and engaging, ideally under 30 seconds.
- Use captions or subtitles to make the video accessible to viewers who are deaf or hard of hearing.
- Include a clear call-to-action (CTA) at the end of the video.
- Use high-quality visuals and sound.
- Test different versions of the video to see which performs best.
Video Ads can be a powerful tool for advertisers to reach their target audience and promote their products or services. By following best practices and creating engaging videos, advertisers can create effective Video Ads that drive results.
App ads are a type of Google Ads campaign designed to promote mobile apps. They help app developers find new users and increase app sales. App campaigns use information from the app to optimize ads across different platforms, including Search, Play, YouTube, Discover, and over 3 million sites and apps. Here are some of the benefits of using app campaigns:
- Multi-channel promotion: App campaigns promote your app on many different channels, including Google Search, Google Play, YouTube, the Google Display Network, AdMob, Discover on Google Search, and search partners.
- Deep link support: App campaigns allow you to include deep links directly into your app. This means that users can be taken directly to a specific page or feature within your app.
- Optimized ad performance: App campaigns use machine learning to analyze user behavior and optimize ad performance. This means that your ads will be shown to users who are most likely to be interested in your app.
- Easy setup: App campaigns are easy to set up and manage. You can create a campaign in just a few minutes and Google will automatically generate ad variations based on your app’s assets.
- Flexible budgeting: App campaigns allow you to set a budget that works for you. You can choose to pay for clicks or conversions, and you can adjust your budget at any time.
If you’re looking to promote your mobile app, app campaigns are a great option to consider. They offer a range of benefits and are easy to set up and manage.
Local Services Ads
Google’s Local Services Ads is a pay-per-lead advertising platform that connects local businesses with customers searching for services in their area. This ad format is designed to help businesses that offer home services, such as plumbing, electrical, HVAC, and cleaning services, stand out in local search results.
Local Services Ads appear at the top of Google search results, above traditional search ads and organic search results. These ads include a business’s name, rating, phone number, and hours of operation. Users can click on the ad to learn more about the business and contact them directly through the ad.
Here are some key features of Local Services Ads:
- Pay-per-lead: You only pay when a user contacts you directly through the ad, such as by calling or sending a message.
- Background checks: Businesses that participate in Local Services Ads must undergo a background check to ensure they meet Google’s standards for trust and safety.
- Google Guarantee: Businesses that meet Google’s standards for trust and safety can earn the Google Guarantee badge, which provides customers with added peace of mind.
- Service area: You can specify the geographic area where you offer services, so your ads only appear to users in your service area.
- Reviews: Local Services Ads include a business’s rating and reviews, which can help users make informed decisions about which business to contact.
To get started with Local Services Ads, businesses need to sign up and create a business profile. This profile includes information such as the services offered, service area, hours of operation, and business photos. Once your profile is complete, Google will review it and verify your business information.
Overall, Local Services Ads can be a valuable advertising channel for local service businesses looking to reach customers in their area. By appearing at the top of search results and providing detailed information about your business, you can increase your visibility and attract more leads.
Smart campaigns are a type of Google Ads campaign that makes it easier to advertise on various Google platforms such as Google Search, Google Maps, YouTube, Gmail, and other Google partner websites. The goal of Smart campaigns is to bring you results based on your campaign goal, such as getting customer calls, visits to your location, website sales or leads, or views on YouTube and partner websites .
Here are some key features and benefits of Smart campaigns:
- Automated targeting: Smart campaigns use automated targeting to show your ads to potential customers based on their location, search keywords, and other factors. This helps to ensure that your ads are shown to the right people at the right time.
- Simplified ad creation: With Smart campaigns, you can create ads quickly and easily using pre-written ad text and images. This saves time and effort compared to creating ads from scratch.
- Optimization features: Smart campaigns use automated bidding and ad placement to optimize your ad performance and maximize your return on investment (ROI). This means that your ads are more likely to be shown to potential customers who are most likely to take action.
- Campaign goal tracking: Smart campaigns track your campaign goals, such as customer calls, website visits, and sales, so you can see how your ads are performing and make adjustments as needed.
To create a Smart campaign, you can follow these steps:
- Choose your advertising goals and budget.
- Create your ad text and images.
- Choose your target audience and geographic location.
- Set up your payment information and launch your campaign.
Overall, Smart campaigns are a useful option for businesses that want to advertise on Google but don’t have the time or expertise to manage complex campaigns. With automated targeting, simplified ad creation, and optimization features, Smart campaigns can help you reach your advertising goals more efficiently and effectively.
In conclusion, Google Ads is a powerful tool that can help businesses reach new customers, increase conversions, and ultimately grow their bottom line. With nine different types of campaigns and 22 different ad formats/subtypes, there are a variety of options available to suit any advertising need.
By understanding the different types of campaigns and ad formats, businesses can choose the right approach for their specific goals and target audience. Some campaigns are designed for specific industries or types of businesses, while others can be used by any advertiser.
When creating a Google Ads campaign, it’s important to consider the following:
- Your advertising goals: Do you want to increase website traffic, generate leads, or boost sales?
- Your target audience: Who are you trying to reach, and what are their interests and behaviors?
- Your budget: How much are you willing to spend on advertising, and how much are you willing to bid for each click or impression?
By carefully considering these factors and choosing the right campaign type and ad format, businesses can create effective Google Ads campaigns that drive results. With the right strategy and approach, Google Ads can be a valuable tool for any business looking to grow and succeed in today’s digital landscape.