The Different Types of Google Ads Campaigns, Explained
Google Ads is really a family of campaign types, each built for a different goal. This guide walks through them one by one, with practical tips for getting each right.
In this article
Google offers a wide variety of ad types, and the right choice depends on your campaign goal and target audience. The most familiar are text ads, which appear on the search results page and link to a landing page. But that's only the start: there are also Dynamic Search Ads, which generate headlines from your website content to match a user's search; app campaigns that promote mobile apps across Google Play and other Google properties; and image and video formats for reaching people beyond search.
Here's a look at the main types of Google Ads campaigns and their sub-categories.
Google Search ads
Search ads show when people search for things related to what you sell. To use them well, test different ads and choose keywords that match what people are actually looking for. Here are some of the search campaigns you can run.
Branded search campaigns
When someone looks for your company or product by name, a branded search campaign helps you capture that interest. Branded keywords are the exact names of your brand or products; "iPhone" is a good example for Apple. Clicks on branded terms are usually cheaper than on generic terms, because your ads and website closely match what users are searching for.
Bidding on your own brand name can be worthwhile even if your website already ranks organically. You control the message people see and where they land, and you reduce the chance of competitors taking that top spot.
Make sure your ads don't appear for similar but irrelevant searches. If you sell iPhones, you'd exclude keywords such as "apple picking" or "apple cider". Choosing the right keyword match types and adding negative keywords keeps your targeting tight.
Branded campaigns work best when paired with activities that build awareness, such as events or video, because those create more people searching for your name. They take some effort to set up, but ongoing management is usually light.
Generic non-branded search campaigns
Non-branded search ads target people who might be interested in your products but don't know your brand yet. These clicks tend to cost more than branded ones, because competition is higher and the searcher has no existing connection with you. They are the right tool for brands that want to grow revenue and win new customers.
These campaigns can bring many new customers to your website. Remember that a customer's long-term value comes from all the purchases they make, not just the first one, so judge results with that in mind. Non-branded campaigns take more time and budget to get right, and benefit from experienced management.
Competitor search campaigns
Established businesses sometimes bid on competitors' brand terms to reach people who don't know about them yet. Be aware that this can be expensive and convert poorly: those searchers were looking for someone else, and your ads may have lower relevance for those terms.
Niche non-branded search campaigns
Focused campaigns built around specific products can attract more relevant customers and improve conversion rates. An apparel brand, for example, might build separate campaigns for women's sundresses or fall scarves rather than bidding on "clothing".
YouTube ads
YouTube ads are a strong way to increase visibility and reach. Video campaigns offer several formats to suit your budget and goals:
- Skippable in-stream ads play before, during or after other videos, and viewers can skip them after five seconds. They're a flexible way to bring people to your video content and your business.
- In-feed video ads (formerly discovery ads) appear in YouTube search results, alongside related videos and on the YouTube home feed. They suit companies that produce useful, product-related videos people would choose to watch.
- Bumper ads are non-skippable ads of up to six seconds. They're designed for broad reach and for reinforcing a short, memorable message, often alongside longer ads.
- Non-skippable in-stream ads are short ads viewers must watch before their video continues, useful when you need your whole message seen.
- Outstream ads run on partner websites and apps outside YouTube, giving your video ads more visibility on mobile.
Display ads
Display ads are visual and let you reach potential customers who may not be actively looking for your product yet. They show up as people browse websites, use apps and watch videos. Display builds awareness earlier in the buying process, so more people know your business than search ads alone could achieve.
The Google Display Network
The Google Display Network (GDN) is a network of millions of websites, apps and videos where your ads can appear. You can tailor where and when ads show based on the characteristics of your target audience, giving you very broad reach.
Tips for running display ads
- Prioritize responsive display ads. They automatically adjust their appearance, size and format to fit available placements. Upload your assets (images, headlines, descriptions, logos and videos) and Google assembles combinations into ads.
- Separate new users and remarketing audiences. People who have never heard of you need an introduction to what your brand offers. People who have already interacted with you need different messaging to bring them back.
- Use optimized targeting and audience signals. Google's older "similar audiences" feature has been retired. Today, optimized targeting and your own customer data help Google find new people who resemble your best customers.
Google Shopping campaigns
Shopping ads are an excellent way to get noticed when customers are searching for products. They show an image of the product, its title, price, the store and often ratings, so shoppers get key information before visiting your store. For ecommerce businesses, Shopping ads are a key driver of sales and traffic.
Shopping ad formats
- Product Shopping ads are built from the product data in your Google Merchant Center account.
- Local inventory ads help physical stores reach nearby shoppers. You share data about the products in stock in your store, and Google shows those items to people in the area.
Tips for running Shopping ads
- Write descriptive titles and descriptions. Use words that accurately describe your products, including the terms people search for, so Google can match them to relevant searches.
- Be 100% accurate. Product information, prices and availability must be correct and match your website, or your products may be disapproved. If you manage a large catalog, feed management software can keep your data up to date.
- Use quality pictures. High-quality images on a plain background perform best.
Smart campaigns
Smart campaigns are a simplified campaign type designed for small businesses. You provide some basic information, such as your website, a few keyword themes and your address or Business Profile, and Google builds and manages the ads for you. They can show on Google Search and Maps.
Smart campaigns are helpful if you don't have much time to manage an account, but you get far less control over targeting and bidding than with standard campaigns.
Performance Max campaigns
Performance Max campaigns show your ads across all of Google's channels from a single campaign: Search, Shopping, Maps, Display, YouTube, Gmail and Discover.
They use machine learning to build and serve ads. You tell Google about your products or services, your conversion goals and the assets you want to use, and it works out which combinations of assets and placements perform best.
Performance Max suits businesses with clear conversion goals. It's widely used by ecommerce stores, because it can run Shopping ads alongside other formats, but lead generation businesses use it too.
Demand Gen campaigns
Demand Gen campaigns (which replaced Discovery campaigns) show visually rich image and video ads across YouTube, Discover and Gmail. Because the ads appear in feeds people browse for entertainment and inspiration, they blend more naturally into the experience than a traditional banner. They're useful for generating interest in products before people start searching for them.
Remarketing ads
Remarketing ads reach people who have already visited your website or app. Most visitors leave without buying, so it's worth reaching out to them again. Some may have viewed a product page or even added something to their cart without completing their purchase.
Remarketing shows these people tailored messages to encourage them to come back. You can also use it to market to existing customers. For instance, someone who visits your website could later see a video ad on YouTube, creating a strong second impression of your brand.
You can create different ads based on what people did, such as viewing a product page or abandoning a cart. Success depends on targeting the right audiences, setting realistic expectations and dedicating time to the campaigns. If you want to use YouTube video ads, you'll need a YouTube channel with your videos uploaded.
Choosing the right type
Each campaign type serves a different purpose. Search captures people who are already looking; Shopping puts products in front of ready buyers; Display, Demand Gen and YouTube build awareness and interest; remarketing brings visitors back; and Performance Max combines many of these in one automated campaign. Start with the type that matches your most important goal, measure the results, and expand from there.
