Google ads / PPC Campaigns Overview

What is Google ads?

Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses and advertisers to create and display ads across Google’s various advertising networks, including search, display, shopping and video advertising.

With Google Ads, advertisers can target specific keywords, demographics, and locations to reach potential customers who are searching for products or services similar to what they offer. Advertisers pay when a user clicks on one of their ads, which is why it is called “pay-per-click” or PPC advertising.

Google Ads offers a variety of ad formats, including text, display, and video ads, and provides a range of targeting options to help advertisers reach their desired audience. The platform also provides detailed analytics and reporting tools, which can help advertisers track their ad performance and make informed decisions about their campaigns.

Overall, Google Ads is a powerful advertising platform that can help businesses and advertisers reach their target audience and drive more traffic to their website or online store.

Google ads Campaign Types

Google Ads offers a variety of campaign types to help businesses and advertisers reach their target audience and achieve their advertising goals. Here are the different types of campaigns available in Google Ads:

Search campaigns – Search campaigns are the most common type of campaign in Google Ads. They allow businesses to display text ads on Google’s search results page when users search for specific keywords related to their products or services.

Display campaigns – Display campaigns allow businesses to display image, video, and other types of ads on websites and apps that are part of Google’s advertising network. These campaigns can be targeted based on demographics, interests, and other factors to reach a specific audience.

Shopping campaigns – Shopping campaigns allow businesses to advertise their products directly on Google’s search results page and Google Shopping. These campaigns are particularly useful for e-commerce businesses looking to promote their products and drive sales.

Video campaigns – Video campaigns allow businesses to display video ads on YouTube and other websites that are part of Google’s advertising network. These campaigns can be targeted based on demographics, interests, and other factors to reach a specific audience.

App campaigns – App campaigns allow businesses to promote their mobile app on Google’s advertising network, including the Google Play Store, Google Search, YouTube, and other websites and apps.

Discovery campaigns – Discovery campaigns allow businesses to display ads in Google’s Discover feed, which is a personalized feed of content and ads that appears on Google’s home page and other places.

Performance Max Campaigns – It’s combinations of Search, Display, Video and Shopping campaigns. If we create a single Performance Max Campaigns, ads will serve on different ad inventories.

Overall, these different campaign types offer businesses and advertisers a range of options to reach their target audience and achieve their advertising goals in Google Ads.

1. Search Marketing

Search campaigns are a type of advertising campaign in Google Ads (formerly known as Google AdWords) that allow businesses to display ads in Google’s search engine results pages (SERPs). These campaigns are designed to target users who are actively searching for products or services related to the advertiser’s business.

When setting up a search campaign, advertisers create ads that are relevant to specific search terms or keywords that they want to target. Advertisers bid on these keywords in an auction-based system, with the highest bidder typically earning the top ad placement in the SERPs.

Search campaigns can be highly effective in driving traffic and leads to a business’s website. However, they require careful planning and strategic targeting to be successful. Advertisers must choose the right keywords, create compelling ad copy, and optimize their bids and targeting over time to achieve the best results.

Google Ads provides a range of tools and features to help advertisers create and manage search campaigns, including keyword research tools, ad creation tools, and performance reporting and analytics.

2. Display Marketing

Display marketing in Google Ads refers to a type of advertising campaign that allows businesses to display ads on websites, mobile apps, and other digital platforms that are part of the Google Display Network. The Google Display Network includes a wide range of websites and apps, including Google properties such as YouTube and Gmail, as well as third-party sites and apps.

Display ads can take a variety of forms, including banner ads, video ads, and interactive ads. They can be targeted to specific audiences based on a range of factors, including demographics, interests, and behaviors.

One of the main benefits of display marketing is that it allows businesses to reach a wider audience beyond just users who are actively searching for their products or services. Display ads can help businesses build brand awareness, promote specific products or services, and drive traffic to their website.

Google Ads provides a range of tools and features to help businesses create and manage display campaigns, including ad creation tools, audience targeting options, and performance reporting and analytics. Advertisers can use these tools to create compelling ads, reach the right audience, and optimize their campaigns over time to achieve the best results.

3. Shopping ads

Shopping ads in Google Ads, formerly known as Google Product Listing Ads (PLAs), are a type of advertising campaign that allows businesses to promote their products directly in Google’s search engine results pages (SERPs). Shopping ads typically include an image of the product, its price, and the name of the business selling the product.

When a user searches for a product on Google, relevant shopping ads are displayed at the top of the SERP, above the organic search results. These ads are designed to capture users’ attention and drive them to click through to the advertiser’s website to make a purchase.

Shopping ads use a product feed, which is a file that contains information about the advertiser’s products, such as their titles, descriptions, prices, and images. Advertisers can use this feed to create and manage their shopping campaigns in Google Ads.

One of the main benefits of shopping ads is that they allow businesses to promote their products in a highly visual and engaging way. They can help businesses stand out in the search results and drive more traffic and sales to their website.

Google Ads provides a range of tools and features to help businesses create and manage shopping campaigns, including product feed management tools, ad creation tools, and performance reporting and analytics. Advertisers can use these tools to optimize their product feeds, create compelling ads, and track the performance of their campaigns over time.

4. Video/YouTube ads

Video ads in Google Ads are a type of advertising campaign that allows businesses to display video ads to users on YouTube and other Google partner sites. Video ads can take a variety of forms, including in-stream ads, bumper ads, and discovery ads.

In-stream ads are video ads that appear before, during, or after a YouTube video. Bumper ads are short video ads that are typically six seconds or less and appear before a YouTube video. Discovery ads are video ads that appear in the YouTube search results and related videos section.

Video ads can be highly effective in capturing users’ attention and driving engagement. They allow businesses to tell a more compelling story and showcase their products or services in a more engaging way than traditional text or image ads.

Google Ads provides a range of tools and features to help businesses create and manage video campaigns, including ad creation tools, audience targeting options, and performance reporting and analytics. Advertisers can use these tools to create compelling video ads, reach the right audience, and optimize their campaigns over time to achieve the best results.

It’s important to note that creating effective video ads requires careful planning and strategy. Advertisers must consider factors such as the length and format of their ads, the target audience, and the message they want to convey in order to create engaging and effective video campaigns.

5. Universal App ads

App ads in Google Ads are a type of advertising campaign that allows businesses to promote their mobile apps across various Google platforms such as Google Play Store, Google Search, Google Display Network, YouTube, and Google AdMob.

With app ads, businesses can encourage users to download their mobile app or engage with it by running ads with app install or app engagement objectives. App install ads are designed to drive installs by displaying an ad with a link to download the app, while app engagement ads are aimed at users who have already installed the app and are meant to drive engagement.

When creating app ads, businesses can use assets such as app icon, description, and video creatives to showcase their app and promote it to potential users. Google Ads also offers advanced targeting options, such as demographics, interests, and behaviors, to help businesses reach the right audience for their app.

One of the benefits of app ads is that they provide a streamlined way for businesses to reach their target audience and increase app installs or engagements. By using app ads, businesses can promote their app across various Google platforms where users are already actively searching, browsing, or watching content, and drive more downloads and engagement.

Google Ads provides a range of tools and features to help businesses create and manage app campaigns, including ad creation tools, advanced targeting options, and performance reporting and analytics. Advertisers can use these tools to optimize their app ads and track the performance of their campaigns over time.

6. Discovery ads in Google ads

Discovery ads in Google Ads are a type of advertising campaign that allows businesses to reach potential customers while they are browsing content on Google’s Discover feed, Gmail promotions tab, and YouTube home feed.

Discovery ads are visually engaging and customizable, and they are designed to seamlessly blend in with the content users are browsing. They can feature a mix of text, images, and videos, and they are optimized to match users’ interests and behaviors.

When creating discovery ads, businesses can use multiple assets such as headlines, descriptions, images, and videos to create a visually appealing and informative ad. They can also use advanced targeting options such as demographics, interests, and behaviors to reach their desired audience.

One of the benefits of discovery ads is that they provide a new way for businesses to reach potential customers who may not be actively searching for their products or services. By using discovery ads, businesses can tap into users’ interests and behaviors and promote their brand, products, or services in a more organic and personalized way.

Google Ads provides a range of tools and features to help businesses create and manage discovery campaigns, including ad creation tools, advanced targeting options, and performance reporting and analytics. Advertisers can use these tools to optimize their discovery ads and track the performance of their campaigns over time.

7. Performance Max in Google ads

Performance Max is a type of advertising campaign in Google Ads that allows businesses to reach their target audience across multiple Google platforms, including Google Search, Google Display Network, YouTube, and Discover.

Performance Max campaigns are designed to help businesses optimize their ad spend by automatically allocating their budget to the best-performing placements and ad formats. The campaign uses machine learning and automation to analyze performance data and make real-time adjustments to maximize conversions.

With Performance Max, businesses can create a single campaign that targets multiple platforms and ad formats, rather than creating separate campaigns for each platform. This streamlined approach saves time and effort while also allowing businesses to reach their target audience more effectively.

Performance Max also offers advanced targeting options such as demographics, interests, and behaviors, which businesses can use to reach their desired audience. Advertisers can use a combination of targeting options to create a customized audience that is more likely to engage with their ads.

One of the benefits of Performance Max is that it allows businesses to achieve a higher return on investment by optimizing their ad spend across multiple platforms. By using Performance Max, businesses can ensure that their ads are being shown to the right audience, in the right place, and at the right time, which can lead to increased conversions and sales.

Google Ads provides a range of tools and features to help businesses create and manage Performance Max campaigns, including ad creation tools, targeting options, and performance reporting and analytics. Advertisers can use these tools to optimize their campaigns over time and achieve the best results.

As a Digital Marketing agency, Digital creepers are well experienced in all types of campaign types in Google ads