Google Ads: 5 Campaign Types Explained

With business making a significant shift to online focus over the past few years, investing your marketing budget on Pay Per Click has ended up being a hot topic. 

Google Ads has been out since October 2000, offering advertising spots firstly on Google Search results and partner sites. But the platform has now broadened to cover multiple types of placement in multiple places online. 

Initially, Google Ads charged marketers with a monthly cost to have their projects created and managed by Google. But it now permits marketers to develop their adverts and optimize settings to fit their business requirements. Google Ads operates throughout several platforms — considering contemporary technology and internet users’ browsing behavior and allowing users to choose their budget plans.

Today, a minimum of 95% of Google’s huge revenue comes from advertising. With over 86% of customers utilizing the online world to discover local organizations’ information, Google Ads is a terrific financial investment for any business. 

Whether you wish to sell specific items through Google Shopping or promote your services to keyword-related customers on Google Search, there’s an ad format to fit any company. Ads is a highly customizable tool. It enables marketers to closely monitor and adjust their ad investment, target particular demographics, and use Google’s network of websites to get optimal exposure for their business.

In this article, I’ll reveal five different Google Ads campaigns and what they can do for your business.

1. Google Search

There are over 63,000 Google searches throughout the world every second. Advertising on Google search results opens up your business to potentially receiving a lot of exposure, making you appear on top SERPs for your selected keywords.

Advertisers can produce a business campaign and set up several advertisement groups to concentrate on various keyword classifications. For example, a website design business may run adverts for web design, SEO, and social media marketing. You can develop individual ad groups for the three subjects, each bidding on different keywords and creating adverts written mainly for the business.

Tips for Google Search Ads

To maximize your Ads search advertising, I’ve highlighted the essential features offered by the platform that can improve and optimize your advertisement.

Callout Extensions

Your selling point’s bulk must be included in the advert’s primary description. For other essential pieces of information worth highlighting, it can be done through callout extensions. You can create up to 4 callout extensions on your advert, each with a 25- character limit, to showcase your business’ main USPs.

Sitelink Extensions

Although your advert currently connects to the relevant page you’re advertising, you may provide additional links just beneath the text’s main body. This helps in increasing the visibility and user interaction rate of your adverts.

Call Extensions

To encourage users to give your business a call after clicking through to your website, you can include a contact number to your advert. For users seeing your advert on a mobile phone, the telephone number will be clickable — starting the call to your business with one basic click.

Negative Keywords

Alongside search advertising, you’ll be bidding for your advert to be set off when someone searches for a specific keyword. However, depending upon the type of keyword match you’ve set up, the advert can sometimes appear on irrelevant searches. For instance, an optician might be bidding on the keyword “glasses;” however, their advert shows when someone searches for “white wine glasses.”

The advertiser needs to inspect their account’s search terms frequently. This is to determine what triggered their adverts and include some irrelevant terms to their “negative keywords” list. In this case, the optician should set “white wine” as a negative keyword.

Bid Adjustments

Among the substantial positives of online advertising are the adjustable costs. An excellent example of this is bid adjustments — a tool that enables you to alter your quotes based on particular characteristics. 

Say you’ve discovered your ad carries out better on mobile phones between 9 am and 5 pm. You can produce a guideline that increases your bids by a set portion to individuals using a mobile phone in those hours. Bid adjustments can be edited to consider device, place, and time.

2. Google Shopping

Google Shopping is a great tool for marketers who have an eCommerce website. 

Even if a search campaign can advertise a site and its special offers, a shopping campaign can market every single item without setting quotes on all of the products’ keywords. By sending a products’ feed to Google Merchant Centre and setting a daily budget and CPC quote, your products will appear on the Google Shopping platform and search results page.

However, all items will appear on Google Shopping, including your competitors’. This means users can compare your product prices with that of other merchants, allowing them to filter their search based on item price and other specific qualities.

It can be beneficial to add an advertising tag to your products to put yourself ahead. Running a discount code on your website can be shown on Google Shopping, drawing in consumers to use it to get the lowest possible price.

3. Video Advertising

In November 2006, Google obtained YouTube for more than $1.6 billion, making the social platform more commercialized with more adverts appearing day by day. This change opened up bigger chances for advertisers, with the site currently using a variety of advert formats, consisting of:

TrueView In-stream Ads

This refers to a video ad that appears before, during, and after other YouTube videos and is skippable after 5 seconds of watching. The adverts can likewise appear on Google’s partner sites’ videos. And the good thing about this is marketers are charged when a viewer enjoys a full 30 seconds of the ad.

TrueView Video Discovery Ads

As opposed to an automatically played video, you can establish a discovery ad that’s targeted at getting site visitors to enjoy your clip. The advert appears on YouTube search engine results, right beside the associated YouTube videos, and on the mobile YouTube homepage. Again, advertisers are charged when viewers click through to enjoy the ad.

Bumper Ads

Similar to the in-stream advertising format, bumper ads appear before, during, or after other YouTube videos and partner websites. However, they’re an optimum of 6 seconds in duration and can’t be avoided by audiences. A bumper ad is the best option for distributing a short, punchy message, and advertisers are charged via cost-per-thousand-impressions bidding.

4. Mobile Advertising

Google mobile searches overtook desktop searches in numerous nations worldwide, with Google producing new advertising formats customized for mobile phone users. Here are two of the mobile-specific ad formats readily accessible.

Universal App Campaigns

During November 2017, Universal App campaigns were hailed as the only market mobile app through Google Ads. The new format permits ads to motivate audiences to download and install apps. It would then emerge on Google Play store, YouTube, other search networks, and throughout the display network. 

The advertising campaign can be developed to drive more installations and encourage more in-app actions. Additionally, setting it up is more automated than other Ads advertisement types. All the marketer needs to do is provide some text, a bid, and assets. Then, Google does the rest, producing multiple ad combos and keeping up the most effective ones.

Call-only Ads

Mobile call-only ads look comparable to text ads and appear on the search network. Like text ads, they need a display URL, business name, and two detailed text lines. However, the headline is changed into a phone number, motivating searchers on smart devices to call the business rather than visit their site.

5. Display Advertising

One wide selection of sites that accept advertising through Ads is Google’s display network. It permits advertisers to promote their business in a variety of formats, including:

Text Ads

The ads equal in format to the text ads on the search network but are shown across the network of partner websites. You can hit two birds with a single stone and publish the same advert on both the search and display networks by developing a “Search network with display select” campaign.

Image Ads

This is a more attractive advertisement type, allowing you to use images on the display network to get individuals to click through to your website.

Rich Media Ads

Rich media ads are similar to image ads but have interactive elements and animations that make them more interactive and appealing.

Video Ads

Video ads are similar to a rich media ad, but a video can be embedded to play straight within it. While on the search network, marketers bid on keywords to select where their adverts appear. The display network operates differently, with advertisers having a choice of placement and targeting type. 

Here are some display ad targeting samples:

  • Contextual Targeting. By selecting keywords, contextual targeting aims to get adverts on websites that relate to the business, indicating individuals will see your advert while reading about the product or service you provide.
  • Placement Targeting. This permits marketers to select particular websites they desire their adverts to appear on.
  • Remarketing. This targeting type enables marketers to promote their business to individuals who have already visited their website.
  • Topic Targeting. This allows you to pick a category of websites relevant to your business advert to show your ads.
  • Demographic, Geographic, and Language Targeting. If your adverts require a specific audience, the campaign can be set up to target individuals based on age, gender, place, and language.

With various ways to market via Google Ads, we suggest seeing what’s best for your business. Whether you speak to a professional or do the research yourself, Google Ads can dramatically impact your business’ engagement and interactions in the digital age.

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