Introduction

There are a variety of ad types offered by the users to choose from. Users can select based on the type of  and also ad format. Text ads is one of the most common types that appears on the Google search results page as a link to landing page.

Websites also showcases these ads across the search network. 

Ads that generate headlines and ad text based on the search term of the user are dynamic search ads. It creates a more personalized experience. 

Google Play by offering ads, helps advertisers in promoting their app to users browsing the store. Several ad formats are used such as image and video campaign ads for different ad campaign types. 

Example: App campaigns are specifically designed in response to mobile apps. In all, the type of google ad you use depends on the goal of the ad campaign as well as target audience. 

Let’s learn about the different Google ad types and their sub-categories.

Best Types of Google Ads Campaign

1. Google Search Ads

Google Search Ads are of great help when you wish to get more customers for your online store. They work by showing ads when users search things related to products or services you offer in the market. 

You can try various strategies like testing ads or using keyword that match what users are looking for. 

Below are some of the Google ad campaigns you can try as per your business:

i) Branded Google search

You can make a ‘branded search’ ad campaign to capture the interest of the people looking for your product or company. They are at low cost (about 25 cents–3 dollars per click) usually and businesses shall consider this as it has the ability to lead to sales. 

Branded keywords are exact names of the brand or product. “Apple phone” or “iPhone” are good examples for Apple.

Bidding on your own brand name in Google can give you good results, even when your website already shows up organically. Advertising of specific information to the public through ads can be done and you can conclude where people land on your page. 

You also don’t have to worry about competitors who could bid on your name or maybe similar keywords. CPCs for such ad campaigns are usually lower than most as the URL and ads will match what users are searching for.

Though one shall make sure that ads don’t appear when people search for similar but irrelevant keywords.

Example: if selling Apple iPhones, one should exclude keywords like “apple picking” or “apple cider.” You can narrow your ad targeting by choosing the right keyword match types and adding negative keywords.

It’s smart to create ads and pair it with awareness- building activities such as event or video. 

ii) Generic Non-Branded Google Search Ads 

Non-branded Search Ads are a way to target people who might be interested in your products, but don’t yet know about your brand. These ads tend to be more expensive than branded ads since they aren’t as relevant to users.

They often cost between $1 and $20 per click. This type of advertising should be used by brands that want grow their revenue or gain new customers.

Non-branded Google search ads can draw many new customers to your website. The most important thing to remember is that a customer’s long term value comes from all the purchases they make, and not just their first purchase.

It takes some work and money to get these kinds of campaigns up and running, so it’s often best to bring in experts to make sure everything goes right. 

iii) Competitor Search Campaigns

If you’re an established eCommerce business, it can be worthwhile to bid on your competitors’ brand terms to reach potential customers who don’t know about your brand yet.

However, be aware that this could lead to higher costs if the product isn’t relevant to your brand or if they are already bidding on their own names.

iv) Non-Branded Niche Search Ads

Investing in niche search ads can be beneficial for apparel brands. Consider setting up campaigns around specific items, such as women’s sundresses or fall scarfs, to target more relevant customers and increase conversions.

2. YouTube Ads

If you want to increase your visibility and reach, YouTube Ads on Google are a great way to do it.

With this type of Pay-Per-Click advertising, you can select from a number of different ad options that fit within your budget and target the people who are most likely to be interested in what you have to offer.

TrueView Ads: YouTube TrueView Ads can help get more people interested in your video content and bring them to your business. Take advantage of this opportunity to reach a wider audience and maximize your potential for success.

Discovery TrueView Ads: YouTube Ads offer Discovery Ads as a way to increase your brand’s visibility. These ads showcase your video content when people search for related topics, making them perfect for companies that produce a lot of product-related videos.

Bumper Ads: If you’re looking to promote your business, YouTube offers bumper ads of just six seconds. These quick videos are ideal for reminding people who have already bought something from you. They won’t be great for building brand awareness, but they can help encourage repeat customers.

Traditional YouTube Ads: YouTube Ads are quick 15-20 second clips that appear before videos to let you know about products and services. They give you information so you can learn more about different things.

Third-Party Outstream Ads: Outstream Ads let you put your video campaign ads on lots of different websites and apps, giving your brand more visibility.

3. Display Ads

Display ads are visual, and allow you to reach potential customers who may not be actively looking for your product yet. You’ll often see display campaigns online when browsing websites, or on Gmail accounts, apps, and videos.

They can help bring awareness of your business earlier in the buying process so more people know about it compared to using search ads alone.

Google Display Network – a Type of Display Campaign

The Google Display Network (GDN) is a powerful tool to get your ads seen by the right people.

This network of over 2 million websites, apps, and videos allows you to tailor where and when your ads are shown based on the characteristics of your target audience. With GDN, you can reach almost everyone connected to the internet!

Tips to Run Google Display Ads

• Focus on Responsive Display ads

Google Display ads are a great way to reach potential customers. We recommend prioritizing Responsive Display Ads; they automatically adjust in appearance, size, and format to fit any available placements on the Google Display Network.

To use them, just upload your assets such as images, headlines, descriptions, logo, or videos and Google will assemble the best combination into your ads.

• Segregate new users & remarketing audiences

For optimal success with your display ads, create separate audiences for new customers and those that have already interacted with your brand.

For the former group, introduce them to what your brand offers. For the latter, use a different messaging strategy to engage them further.

• Look out for similar audiences

If you want to attract people like your best customers, Google Display Ads can help. They have a tool called “Similar Audiences” that looks for people who have web behaviour similar to the ones in your remarketing campaigns.

With this tool, you are more likely to get new customers who fit in with the ones you already know and trust!

4. Google Shopping Ads or Shopping Campaign

Shopping Ads are type of campaign that are perfect to get noticed when customers are searching for products. They’re displayed on Google and show an image of a product, its title, price, where it’s from, and what people think about it.

Plus, they provide important information about products without needing to visit an online store. So if you have an e-commerce store, Shopping Ads are key to increasing your sales and website traffic.

Types of Google Shopping Campaigns:

• Product Shopping Ad:

Product Shopping ads are a great way to promote your products. They are created with the information from your Google Merchant Center account, meaning you can easily show potential customers what you have to offer.

• Showcase Shopping Ads:

They are a great way to let customers explore what you offer. Group similar products together and show people their options, so they can decide which best suits them. Shopping campaigns make it easy for customers to get an overview of your inventory – no need to visit your store!

• Local Inventory Shopping Ad:

If you have a physical store, Local Inventory ads can help connect you to shoppers in your area. You provide product data from your local inventory to Google and they use it to show your items to potential customers nearby. This is a great way to get more people into your shop!

Tips to Run Google Shopping Ads

• Focus on The Keywords in Your Descriptions and Titles

For Google Shopping Ads to be successful, make sure your product details have lots of keywords. This will help Google know if shoppers are looking for what you are selling.

Use words that accurately describe what you’re offering in your titles and descriptions. 

• Be 100% Accurate

You shall make sure that all the products info, prices as well as availability are correct. It is important for successful Google Shopping Ads campaigns. Double-check is important to make sure it is accurate. 

If there are a lot of products to manage, you shall invest in specialized software. It will save you time and will keep your data feed up to date. If you want to use your Google Ads data for reporting, consider storing it in Google BigQuery.

• Focus on Quality Pictures

For successful Google Shopping ads, use images that are high-quality and set against a plain background. 

5. Google Smart Campaigns

The personalized ads by Google Smart campaigns help your business reach new customers. Google create and manage ads after you provide certain initial information. With Smart campaigns, you can advertise on Google Search, Maps, YouTube and other websites.

One thing to keep in mind is you may not be able to adjust the settings of the campaign.

Smart campaigns are helpful for the ones who don’t have enough time to manage Google Ads account. There are two types of ad campaigns Search or Display Ads. 

6. Google Performance Max Campaigns

Google offers Performance Max campaigns which are a great way to make your heads seen in all the right places.  With one automated setup, your ads will be shown on all of Google’s networks, including the Search Engine Result Page (SERP), Maps, Display Network, YouTube, Gmail and Discovery. 

The power of machine learning is used by these campaigns to create and show your ads in various places across the web. 

You tell Google platform about the products or services, goals, assets that could be used. It is then the platform that figures out the assets as well as placements combination to offer you the best results. 

It is perfect when the businesses have a specific goal in mind and works on getting conversions. E-commerce stores are most benefitted from such campaign due to its conversion focus. 

Performance Max has the capability to run almost every kind of advertisement across all placements, making it a powerful tool for businesses looking to increase their online presence.

7. Native Ads

Companies without interrupting the user experience cam share their product and message with the help of Native advertising

These ads feature an image and text that blend in with the website or app they are hosted on, making them less disruptive and more natural looking to users.

These ads act a great alternative to the traditional display ads. They are quite effective when your aim is to reach the target audience. 

Native ads seem like the part of the page instead of a regular one, they do get 5 – 10 times more clicks than the other ads. 

They are good for promoting educational content also as they provide an informational look and feel. It makes them a great option for blogs and other content marketing pieces you want to offer the audience. 

Another aspect is that they are visible even if someone has an ad blocker. This denotes that ad can reach more people who would be interested in what you are offering. 

8. Remarketing Ads 

You shall go for remarketing ads when you want to reach people who have already visited your website. This is cost effective and also gives businesses an opportunity to convert visitors into customers. 

These ads appear to users who have already viewed your products, they might have added it in their cart but didn’t follow through with the purchase. 

The users are showcased with specific messages which will get them come back to buy something from your site. 

Example: when a user visits your website, it could follow up with a video ad on youtube. It will help create a strong second impression of your brand. 

The success of such campaigns depends on targeting the right people and setting realistic expectations.

Conclusion

A variety of ad types are offered by Google which serves various purposes for the advertisers. The advertisements can show up on various platforms within Google. It includes search results, Google Maps, and other websites that partner with Google.

Product ads are very popular allowing businesses to show specific products. Google also offers image ads that is similar to display ads which includes graphic elements and can enhance brand awareness.

In all, ads help businesses to reach target audiences and drive conversions giving Google valuable revenue.