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9 Types of Google Ads & When to Utilize Them for Your Campaign

18 types of GG Ads

With over 5.6 million business users, Google Ads is a potent platform for paid advertising. If you’ve ever found the array of campaign types confusing, you’re not alone. The truth is, there’s no one-size-fits-all solution. Therefore, we’ll delve into the details of all Google Ads types to offer a comprehensive understanding.

Different types of Google Ads campaigns

Google Ads provides advertisers with lots of advertising options, and you may wonder how many types of Google ads are available now. After lots of updating going on this year, Google Ads is now encompassing 9 types of campaigns, which are: Search Ads, Display Ads, Shopping Ads, Video Ads, App Ads, Demand Gen Ads, Local Services Ads, Smart Ads, and Performance Ads

In this article, we will give you a deeper understanding of each type of ads on Google.

Types of GG Ads

Search Campaigns 

Search Campaigns or Search Ads are a type of online advertising that allows businesses to display their ads on Google search engine results pages (SERPs). When a user searches for a specific keyword or phrase, Google will return search results that display ads that match or closely match the keywords in your ad.

Types of Google Search Ads

Now, there are 3 formats of Search Campaigns you need to know:

  • Responsive search ads: Responsive search ads (RSAs) allow you to create up to 15 headlines and 4 descriptions for your ad. Based on user search queries, Google Ads will continuously test to identify which ad variation is more effective to display.
Responsive Search Ads
  • Dynamic search ads: Dynamic Search Ads (DSAs) automatically create ads based on the content taken from your website. This means that you don’t have to manually create and manage individual ad variations, which can save you a significant amount of time.
  • Call-only ads: This type means to drive calls to your business. They display a prominent call button that allows users to initiate a phone call with your business with a single tap. However, one thing to notice is to set your keywords for call-only ads to target high-intent searchers who are looking for quick answers and have no time to research. 
Call only ads
Highly Targeted by customizing and choosing keywords that are best suited for your business and customers
Traffic Generation by leveraging search campaigns and complementing organic listings with paid search ads, businesses can amplify their return on investment (ROI) substantially.
Able to control your budget
– Paid search brings quick traffic but requires continuous funding.
– Paid search for competitive keywords is expensive for small businesses, while larger companies have the resources to dominate.

Who should use Search Campaigns?

With this understanding, Search ads are the best to work for a wide range of businesses that:

  • Businesses have products that people already know
  • Businesses want to immediately convert from other ad channels

Focus on aligning ad copy with keywords, business names, product descriptions, and key benefits. This ensures your product matches the customer’s search intent.

Display Campaigns

Unlike text-based Search Campaigns, Display Campaigns use visually appealing ads that passively appear on a vast network of websites and videos within the Google Display Network (GDN). Display Ads focus on targeted audience segments, relevant topics, and strategic placements instead of just keyword targeting. This type of ads ensures that the ads reach the right people at the right time, maximizing their effectiveness. 

Display Ads

Types of Display Campaigns

There are two formats of Display Ads that you can choose for your business:

  • Static Display Ads: Static banner ads are basic ads with unchanging content like text, images, and a CTA. They’re ideal for generic promotions like Black Friday sales or holiday gift ideas. 
Static Ads
  • Responsive Display Ads (RADs): The only difference thing with Responsive Ads as mentioned above is instead of text-based, RDAs dynamically combine images and text to deliver the most effective ad variations across different placements. 
– Increase Brand Awareness
– Boost Global Reach by leveraging display advertising’s global
– Easy to Create and Place due to effortlessly integrate with websites within participating ad networks
Ad Avoidance because Ad-blocking tools stop users from seeing your ads
– Lower Conversion rates

Who should use Display Ads?

When executed effectively, Display ads can leave a lasting impression, influencing future decisions. So, they are best suited for businesses who:

  • Enhance brand awareness or promote product and service consideration.
  • Expand your sales funnel or engage potential customers who aren’t actively searching for similar offerings.
  • Want to reconnect with their website/app user base through targeted ads.

Shopping Campaigns

Another type of Google Ads is Shopping Campaigns. Anyone who has searched for a product on Google’s search bar will be familiar with this type of advertisement. They are the visual ads you see on the Search and Shopping tabs on Google.

The shopping ads are different from other types of Google ads since they require fewer setups or management compared to others. Google will automatically fetch your product data from your Google Merchant Center (GMC) account. 

Types of Shopping Campaigns

Shopping Campaigns are divided into 2 kinds:

  • Product Shopping Ads: These are the typical Shopping advertisements visible on the Search Engine Results Page (SERP) when searching for online purchases. They feature an image of your product accompanied by relevant details, such as the price.
Product Shopping Ads
  • Local Inventory Ads: These advertisements will be displayed to local searchers. These ads are similar to Product Shopping ads but provide additional information about the availability of the featured item for in-store pickups.
Local Inventory Ads
  • Showcase Shopping Ads: This ad type allows you to feature more than one product from your website. This ad format starts with a single product but lets your audience tap to reveal a curated selection of related items from your website.
Showcase Shopping Ads
Targeted to shoppers who are interested in your products
– Can help you track your results
– Requires a Google Merchant Center account
– Can be difficult to optimize due to a lot of factors that affect your ad performance

Who should use Shopping Campaigns?

Shopping ads are a versatile advertising platform that can be beneficial for a wide range of businesses, particularly those that sell physical products. Here are some specific types of businesses that can effectively utilize Shopping ads:

  • Merchants aim to display their products and market their retail offerings visually. 
  • Individuals seeking to boost online sales and generate leads. 
  • Owners of brick-and-mortar stores are interested in selling their local inventory to nearby customers.

Video Campaigns

The Google Ads Video campaign is a form of advertising initiative enabling businesses to advertise their products or services using video ads across diverse platforms, such as YouTube and other websites. 

Video Campaigns

Types of Video Campaigns

There are many different formats of Video campaigns:

  • Skippable in-stream ads: These ads appear before, during, or after videos and were broadcast before the commencement of my video. Due to the length of 12 seconds – 6 minutes, they are best suited for remarketing your brand. 
  • Non-skippable in-stream ads: This version of in-stream ads plays until the ad is over, with no skip option. The length of these ads is only 15-20 seconds, depending on the region. This format of Video ads is for raising brand awareness. 
  • In-feed ads: When a user scrolls past the ad, the video may automatically start playing in mute. If the user is interested in the ad, they can click on it to watch it in its entirety. There is no requirement for the length of these ads. You can utilize this format for your remarketing activities. 
  • Bumper ads: Similar to non-skippable in-stream ads, bumper ads play at the start of a video but are shorter, lasting just six seconds. Despite their brevity, they serve multiple purposes, making them ideal for brand awareness, remarketing, and mobile devices.
  • Outstream ads: These video ads exclusive to mobile devices are visible on Google Video Partner sites, excluding YouTube. They initiate automatically for viewers with muted sound and encourage them to view the complete version with sound enabled.
Outstream ads
  • Masthead ads: Encounter a Masthead Ad when Google prominently displays a branded video at the top of your YouTube homepage, often with links to brand channels and websites nearby. These Google Ads video campaigns are showcased at the peak of the YouTube Home feed on desktop, mobile, and TV screens.
Cost-Effective, compared to typical Google Search ads
Brand Awareness,  even if users skip your ad after the first few seconds, they are still exposed to your brand
Need for High-Quality Video Content
Intrusive Nature, especially if they interrupt the viewer’s experience

Who should use Video Campaigns?

Video campaigns are a versatile and effective way to reach a wide audience and achieve a variety of marketing goals. Hence, businesses that are seeking to enhance their brand or showcase their products through visual storytelling are best suited for this type of Google Ads.

App Campaigns

App campaigns aim to boost app downloads or user engagement and may appear across various platforms, including Search, Google Play, YouTube, Google Search’s Discover, and the Google Display Network. Their appearance resembles other campaigns, featuring concise text and an app image tailored to the specific placement.

App Campaigns

Types of App Campaigns

There are three different types of App campaign ads:

  • App installs: You can recognize these ads by seeing a download button.
  • App engagement: Advertisers can focus on users who have previously installed their app using engagement campaigns, encouraging them to perform specific actions within the application.
  • App pre-registration (Android only): Build an audience for your app before it’s released on Google Play.

Local Services Campaigns

Local Services Ads technically aren’t part of the core Google Ads hub, but they’re a Google Ad type nonetheless. Advertisers with localized products and services can create these campaigns within the Local Services Ads hub if they meet Google’s license, insurance, and background check requirements. They combine your Google Business Profile with your Google reviews to get your business to the top of the list when people search for a local business like yours.

Local Service Camp

Who should use Local Services Campaigns?

Local Services Campaigns (LSC) are a valuable tool for local service businesses that want to connect with potential customers who are searching for their services online. Besides, the best suit for this format ads are the businesses who want to:

  • Increase sales from physical stores or venues looking to drive in-person sales 
  • Generate leads from local customers who are actively looking for their services
  • Looking for multi-channel marketing under one campaign

Smart Campaigns

Google handles the setup and management of Smart campaigns, requiring only initial information from you. These campaigns promote your business across platforms like Google Search, Maps, YouTube, and partner sites. Smart campaigns target potential customers using location and search terms, offering either Search or Display ads as mentioned earlier.

Smart Camp

Who should use Smart Campaigns?

Smart Campaigns are a great option for small businesses that want an easy and effective way to advertise their products or services online. They are especially well-suited for businesses that:

  • Have limited time or resources to manage their advertising campaigns
  • Are new to online advertising 
  • Have a limited budget 
  • Want to focus on reaching local customers

Performance Max Campaigns

Performance Max is a campaign type that Google Ads introduced in 2022. Performance Max will be replacing Local campaigns and Smart campaigns altogether. It aims to assist advertisers in finding more customers and boosting conversions across all of Google’s channels, including YouTube, Display, Search, Discover, Gmail, and Maps.

Perfomance max

Who should use Performance Max Campaigns?

Performance Max campaigns are a type of Google Ads campaign that uses automation and machine learning to help advertisers achieve their marketing goals across all of Google’s advertising channels. They are particularly suitable for businesses that:

  • Have complex marketing goals
  • Limited time or resources
  • Want to reach a wider audience
  • Use automation and machine learning

Demand Gen Campaigns

Starting from October, Demand Gen arrives for all advertisers, with existing Discovery campaigns having the chance to graduate to the next level. Google’s Demand Gen Campaigns are AI-powered ad campaigns designed to drive demand and business results on Google’s most browsable and entertainment-focused platforms, such as YouTube, Google Discover, and the Gmail promotions tab. 

Imagine Discovery campaigns as a basic flip phone. Demand Gen is like the latest smartphone – it does everything the flip phone did, but way better, faster, and with a whole lot more bells and whistles.

9 types of google ads

Who should use Demand Gen Campaigns?

Demand Gen Campaigns are a great type of Google Ads campaign for businesses that want to reach a wide audience and achieve a variety of marketing goals, such as:

  • Merchants aim to expand their reach and enhance brand awareness using visually engaging advertisements.
  • Businesses who want to test and experiment with their ad creatives.
  • Advertisers who want detailed reporting and insights.
  • Those who are interested in leveraging AI for tailored ad experiences.

How to choose the best types of Google ads for your business?

Selecting the most suitable Google Ads campaign type for your business can significantly contribute to meeting your marketing objectives. After defining your marketing objectives,  you need to understand these campaign types to choose the one that best aligns with these objectives. Then allocate your budget based on the performance of your campaigns, which will help you to amplify their impact and accelerate your progress towards achieving your objectives. 

Also, consider running multiple campaigns focusing on different objectives to determine which ones convert best for your business. This also helps you to maximize their power when putting them in the right placements. NestAds was born to make it easier for you to manage all these ad tracking data. You can manage all of your ads within a dashboard and get deeper insights into your ad performance by monitoring crucial ad metrics. 

So, what are any reasons that hinder you from this effortless way in ads management? Experience the power of simplicity with NestAds, the user-friendly analytics platform that simplifies complex data into actionable insights.


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