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A Google Ads Campaign Overview: What are the Campaign Types?


When it comes down to it, Google Ads has five different ad campaign types to choose from. These types are: Search, Display, Shopping, Video, and Universal App. Picking a campaign type can be a tricky first step. To make this process a little smoother, below I have outlined each of these to help making picking the best campaign type a breeze for what you are looking for!

Search Ads

First off, these ads appear next to Google search results or on other partner sites like YouTube when people search for results or businesses like yours. Just as a fun fact, everyday about 3.5 billion searches are made through Google Searches. These ads can be beneficial because they allow you to make sure potential customers see what your brand is, take into consideration what products/services you are advertising, and take action.

When setting up this campaign, these four questions need to be taken into consideration:

  • Where do you want your ads to be seen?
  • How much do you want to invest?
  • What do you want to put in the ads?
  • What keywords will you use to match what your customers are searching for?

In addition, under these ads you have the option of selecting the Search Network (SN) which are campaigns that allow you to show text ads on the search engine results pages. This by default includes Google Search partners and with this your ads will show not only in Google Search but also extend to all the sites partnering with Google. If you want to learn more about Search Ads, the Google Skillshop is a great tool!

Display Ads

To start, Display Ads have the potential to reach 90% of people on the internet! These ads get matched with content related to your customer’s interests or business and can appear on more than two million apps and sites. Crazy right? In addition, they help to increase brand awareness when people are searching or looking at things they are interested in online. Why use Display Ads you may ask? These ads:

  • Help you deliver relevant advertising to what people are looking for as they browse the web
  • Help connect your business with your customers and allows you to get a sense of the customer behaviors
  • Help you increase your online presence and exposure to reach audiences across the web

Within display ads, there are two different types:

  • Smart Display Campaigns: These are campaign types that use full automation and have the components of automated CPA, automated targeting, and automated creatives. These are simplistic, provide key insights through Google Ads reporting, and allow for more customer reach, running across three million websites and apps available through Google Display Ads.
  • Standard Display Campaigns: These campaigns allow for full control since you can manually set your bidding, targeting, and ad formats.

If you would like to learn more about Display Ads then you should check out Display Ads Skillshop.

Shopping Ads

This campaign type is perfect for when you have an eCommerce store. Shopping Ads appear on Google Shopping near text/responsive ads and next to people’s search results. These ads allow you to give customers important information about things you are selling and promote your products on a larger scale. Shopping campaigns help you:

  • Increase traffic to your website/store
  • Find better-qualified leads
  • Advertise your local/online inventory to promote your products

If you want to learn more about Shopping Ads, then you should check out Shopping Ads Skillshop.

Video Ads

These campaigns are a great way to bring your business’ story to life and reach your target audience in new, creative ways.  These ads are all about capturing their attention with visuals and graphics. To show these ads, you can either promote the campaign on their own or through different streaming video content on platforms like YouTube or Google’s array of websites/apps. You should use these ads of you have video/commercial content you would like to promote. If you want to read more about what these ad campaigns entail, you should check out the Google Ads Video Skillshop!

Universal App

Finally, Universal App campaigns allow you the option of running ads across all of Google’s biggest networks like Display, Search, and Video along with other apps and mobile sites. To help ensure you get the most app downloads, your bids and ads will be automatically adjusted by Google Ads. This campaign type is very simple in that all you have to do is place a campaign bid, add text to the ad, and add some assets and then Google does the rest to help the customers find you. App campaigns can help you:

  • Increase app installs/in-app actions (like ordering a product or game feature)
  • Increase customer engagement

If you have a new/existing app or want to drive app sales, then this is the perfect campaign type for you! If you want to learn more on Universal App Campaigns, check out this  About App Campaigns page provided by Google Ads Help.

Want to Read More?

All in all, it is important to pick the best campaign type for what you are trying to accomplish to help maximize your reach and help engage your audience in a stronger way. If you found this post helpful you should check out my other post on Michigan Google Ads Campaign Optimization! 😊

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Michigan Google Ads Campaign Optimization

What is Google Ads?

To start, Google Ads is an online Google advertising platform where advertisers/people at a company can pay to display brief advertisements, product listings, generate mobile application installs, display video content and provide service offerings all within the Google ad network to internet users. There are five different campaign types:

  • Search Network
  • Display Network
  • Video (YouTube)
  • Shopping
  • Universal App

If you want to learn more about these different campaign types you should check out my blog post, A Google Ads Campaign Overview: What are the Campaign Types?

Why is Optimizing Your Google Ads Campaigns Important?

Having strong campaigns is crucial. Ultimately, the better you optimize your ad campaigns, the better your click-through rates are and the more effective your campaign will be to generate traffic and reach users. In general, the best performing ads are the ones that people find the most relevant. If you think about it, when searching for something on the internet we tend to ignore content that doesn’t relate to our desired search or that we aren’t interested in and focus on the content that is relevant. For example, if your search is for tickets to the Lion’s Football game next Sunday, you will probably ignore ads about actual lions at the zoo or other ads not relating to the game.

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To help make customers more likely to click your ads, it is important to know what they are looking for so you can tailor your campaigns, pages, and keywords to be relevant to them. Want to improve your campaigns?

Five Tips to Help Optimize Your Ad Campaigns:

1.) Use Ad Extensions:

  • These extensions are additional information that you can put in your Google ads to help drive people to click on the ads and choose your site over others. Some of the different ad extensions are:
  • Review Extension: This involves adding a social proof (review or ranking snippet) which can help attract new customers/viewers.
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  • Call Extension: This involves adding a button to allow people to click/tap and call your business directly from the ad without having to visit your website page. This can be very beneficial to drive people to your company and increase click-through rates.
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  • Price Extension: This extension appears below your text ad and allows for more space to talk about your specific products or services.

2.) Use a Strong Call-to-Action:

  • Your ads should have a strong call-to-action. Ultimately, you want to get people to click on your ad. Using action words like: Sell, Try, Sign-up, Check out, Browse, and Explore, can help people understand what they can/should do once they get to your landing page. Having strong call-to-actions can help get people to act and increase your click-through rates.

3.) Create Enticing Ads:

  • It is important to highlight in your ad how your product, service, or website page/blog is different from the rest (i.e. what makes your site unique). To help make your ads relevant and relatable, it is crucial to make the ads compelling and free of passive language. Telling a story can also help provoke people to click on your ad.

4.) Create Specific Ad Groups:

  • It is important that within your campaign each ad group is focused around a common idea, concept, keyword, theme, product, or service. This targeting will help ensure that your ads appear more relevant to users and will help increase the chance they will click on your ad.   

5.) Choose the Right Keywords:

  • You should include specific keywords that directly relate to the theme of your ad/ad group in both the ad headline and ad text. This will help show users that your ad is relevant to their search and hopefully help generate a click. Two to three-word keywords are often more beneficial than single keywords. The more closely your keywords are to your ads and landing pages on your site, the more likely it will be targeted to the right audience and generate buzz/action.
  • In addition, it is also important to exclude irrelevant keywords. This will help prevent your ads from showing up in irrelevant searches/pages. Thus, this will save you from paying for unnecessary clicks and helping to increase your return on investment. If you need help thinking of relevant keywords to include with your Google Ad, check out the Google Keyword Planner.

In conclusion, make sure you never stop optimizing your Ad Campaigns. It is important to regularly be looking for new keywords to add to your Ad Groups because people always have changing perceptions and searches. When used, the tips outlined above will help drive clicks and increase visitors to your site.

If you are interested to learn more techniques/tricks to optimize your websites, you should check out my other blog posts, especially Michigan Dearborn Onsite SEO Techniques. 😊