The Top 5 Types Of Google Ad Campaigns

Display campaigns are often useful for businesses which sell a product which is considered ‘interesting’ to look at. This is because display campaigns, as it says in the name, are ads which displays images and logos through out Google’s partner network. Using high-impact, interesting images will have the best results for this campaign type. Otherwise one of the other campaign types may be better suited for your business.

Google search campaigns are useful for almost any business. They appear within the Google search engine when users are searching for related products or services. You may have seen this before when you’ve been browsing Google. They will have a ‘sponsored’ heading to separate from the organic results. Search campaigns often require a little more work than the other campaign types as it is best practice to do some keyword research to understand best what your customers are searching for. A good tool for this is Google key word planner you can use this tool to get a range of keywords that your audience are interested in. Using strong keywords can help reach the right audience and attract customers interested in your product or service, which will lead to a higher conversion rate. 

Video Campaigns are ads in a video format which appear on YouTube. This type of campaign is ideal for a business that wants to spread awareness of their brand as this type of campaign is purely visual and in general the ads are shown to a broader audience compared to a search campaign for example. As video campaigns are strictly visual it is crucial that the quality of the ad must be high, this can be time–consuming and costly for businesses so it might not be ideal for all businesses. However, it can be highly beneficial for businesses who can spend time creating engaging video content. 

Performance max campaigns are ideal for getting the best coverage on Google and Google partners. This type of campaign combines several types of campaigns, search, display and video for example, to create maximum advertising coverage. Therefore, if you are choosing a performance max campaign you must gather all of the resources required for an effective performance max campaign. Furthermore, performance max campaigns are beneficial as Google will automatically optimise the ad assets provided, making a performance max campaign ideal for a business without a lot of time to spend on Google advertising. However, although performance max campaigns can cover a range of Google sites and Google partner sites, you will often find performance max campaigns are more efficient with a larger budget, especially compared to a search or display campaign. Furthermore performance max campaigns often offer little control over placement which can lead to attracting the wrong customers. Performance max campaigns also are limited with the analysis as you will often find that its difficult to find where positive results have been attained.

Shopping campaigns are ideal for businesses that are selling a product. Similar to a display campaign, shopping campaigns are visual, and the images you use are vital to the performance of your campaign as this is what a customer will be looking at. Along with an image, shopping ads also display a title and, more importantly a price which in some cases can be price sensitive which could negatively impact conversions as customers may be put off by a change in price. Google will display the ad on the Google shopping tab and through out the Google partner network. This is the key difference between a shopping campaign and a display campaign. Shopping ads often have a higher conversion rate. This is because it is formatted in a way which makes converting simple. A potential customer sees the product, is happy with the price and purchases the good. It is in Google’s best interest to make it simple for the user to purchase your product through shopping campaigns which is why it is ideal for businesses who want to share their product across Google and Google’s partner network.

Now you know the top 5 types of Google ad campaigns and their benefits and limitations. Hopefully, you can now make an informed decision on which campaign ad type best suits your businesses and your marketing objectives. If you need more assistance with your Google ads feel, free to contact us today; we will be happy to help.