Types of Google Ads Campaigns​ & When to Use

Google Ads can feel like a labyrinth, with various campaign types and settings that can confuse even seasoned marketers. But fear not! 

This comprehensive guide will break down the different Google Ads campaign types, explain their unique benefits and drawbacks, and help you determine which one is best suited for your business goals.

How Many Different Types of Google Ads Campaigns Are There?

Google Ads offers a diverse suite of campaign types, each designed to reach your audience in different ways across Google's vast network. While the platform continually evolves, there are seven core campaign types you'll encounter:

1. Search Campaigns
2. Display Campaigns
3. Video Campaigns
4. Performance Max (PMax) Campaigns
5. Shopping Campaigns
6. App Campaigns
7. Demand Generation Campaigns

1. Search Campaigns

Search campaigns are perhaps the most well-known type of Google Ad. 

These are the text-based ads that appear at the top and bottom of Google search results pages, often alongside a small "Ad" label. They are triggered by specific keywords that users type into Google.

Users searching on Google have a clear need or intent. Search Ads place your solution directly in front of them at the moment of consideration. Hence, they are excellent for lead generation, direct sales, and driving immediate action. 

Pros:

• High Intent: Users actively searching for something are often closer to making a purchase or taking action.
• Targeted: You can precisely target users based on their search queries.
• Quick Results: Can drive traffic and conversions relatively quickly.

Cons:

• Competitive: Bidding on popular keywords can be expensive.
• Limited Visuals: Purely text-based, so less visually engaging.
• Requires Keyword Research: Success hinges on choosing the right keywords.

2. Display Campaigns

Google Display Network (GDN) campaigns allow your ads to appear on a vast network of millions of websites, apps, and YouTube channels. These are typically visual ads like images, rich media, and even short videos, that appear as users browse content relevant to their interests.

They are perfect for brand awareness, retargeting, and reaching a broad audience that might not be actively searching yet. 

If you want to introduce your new product to people who have shown interest in related topics, Display is your go-to. It's also fantastic for reminding past website visitors about your brand.

Pros:

• Broad Reach: Access to a massive audience across the internet.
• Visually Engaging: Utilizes rich media to capture attention.
• Cost-Effective for Awareness: Generally lower CPC than Search campaigns.
• Powerful Retargeting: Target users who have interacted with your brand before. 
  
  

Cons:

• Lower Intent: Users may not be actively searching at the moment they see your ad.
• Ad Fatigue: Overexposure can lead to users ignoring your ads.
• Brand Safety Concerns: Ensuring ads appear on reputable websites requires careful targeting.

3. Video Campaigns

Video campaigns place your ads directly on YouTube and across the Google Display Network.

Video campaigns are exceptional for brand storytelling, building emotional connections, and demonstrating products in action. 

If you have engaging video content, this is the ideal way to showcase your brand personality and captivate your audience. It's powerful for brand awareness, consideration, and even driving conversions with compelling calls to action.

Pros:

• Highly Engaging: Videos capture attention and convey complex messages quickly.
• Brand Building: Excellent for brand recall and emotional connection.
• Detailed Targeting: Reach specific demographics, interests, and audiences on YouTube. 

Cons:

• Content Creation: Requires high-quality video production.
• Cost: Production and running costs can be higher than other formats.
• View Through Rate: Ensuring viewers watch enough of your ad to be effective can be a challenge.

4. Performance Max (PMax) Campaigns

Performance Max is Google's newest automated campaign type, designed to automate performance across all Google Ads channels from a single campaign. 

It uses AI to serve ads across Search, Display, YouTube, Gmail, Discover, and Maps, optimizing bids and placements to meet your conversion goals. 

All you need to do is to provide "asset groups" (headlines, descriptions, images, videos). And Google will do the rest by automatically generates into various ad formats.

It is ideal for advertisers who want to drive conversions across all Google channels with minimal manual intervention. 

It's particularly powerful for e-commerce businesses and those with clear conversion tracking set up. If you're looking for a "set it and forget it" approach that delivers results, PMax is worth exploring.

Pros:

• Maximized Conversions: Leverages Google AI for optimal performance across channels.
• Simplified Management: Centralized control for all inventory.
• Broad Reach: Accesses all Google advertising properties.
• Automation: Reduces the need for manual optimization. 

Cons:

• Lack of Control: Less granular control over individual placements and keywords.
• Black Box Nature: Lack of granular reporting. Can be difficult to see exactly where your ads are showing and why.
• Requires Strong Asset Groups: Performance heavily relies on the quality of your provided assets.

5. Shopping Campaigns

Shopping campaigns are specifically designed for e-commerce businesses to drive product sales on Google search results. 

The ads shown on the Shopping tab, and across the Display Network. Instead of text ads, users see product images, titles, prices, and store names.

To run this campaign, you'll need to upload your product data feed Google Merchant Center, which allows Google to create Product Listing Ads (PLAs). 

Pros:

• Visual Appeal: Showcases products directly with images.
• High Intent: Targets users looking to buy specific products.
• High Conversion Rates: Users are often closer to purchasing.
• Easy Product Management: Integrates with your product feed.

Cons:

• E-commerce Specific: Only suitable for businesses selling physical products online.
• Google Merchant Center Requirements: Requires careful setup and adherence to policies.
• Competitive Bidding: Popular products can have high competition.

6. App Campaigns

App campaigns are designed to drive app installs, in-app actions like purchases or sign-ups, and app engagement. 

Google's AI automatically optimizes your ads across Search, Display, YouTube, Google Play, and Discover to reach users most likely to download and engage with your app.

If you have a mobile app and want to increase downloads or specific actions within your app, App campaigns are your dedicated solution.

Pros:

• Simplified App Promotion: Streamlined process for app installs and engagement.
• Broad Reach: Promotes your app across all major Google properties.
• Automated Optimization: Google's AI focuses on driving desired app actions. 

Cons:

• App-Specific: Only relevant for businesses with mobile applications.
• Less Creative Control: Automation means less granular control over ad design.
• Requires Strong App Store Presence: A good app store listing is crucial for conversion.

7. Demand Generation Campaigns (Formerly Discovery Campaigns)

Demand Generation campaigns help you reach audiences across Google's most visually rich surfaces: YouTube Home and Watch Next feeds, Gmail Promotions and Social tabs, and the Discover feed. 

These campaigns are designed to engage users when they are open to discovering new products and services.

They are ideal for driving brand awareness and consideration by reaching users in moments of personal browsing and discovery. 

If you want to put your visually compelling products or services in front of an engaged audience that isn't actively searching but is open to new ideas, this campaign type is perfect.

Pros:

• Rich Visual Experience: High-quality visuals capture attention effectively.
• Huge Reach: Access to billions of users across YouTube, Gmail, and Discover.
• Engaged Audience: Reaches users in a mindset of discovery and exploration.
• Cost-Effective for Awareness/Consideration: Good value for upper-funnel goals. 

Cons:

• Lower Intent than Search: Users aren't actively searching for your product at that moment.
• Requires Strong Creative: Success hinges on compelling images and videos.

Which Type of Google Ads to Use?

The single most important decision you'll make when setting up a Google Ads campaign is selecting your objective. This choice dictates which campaign types are even available.

The table below breaks down the primary business objectives and the best-suited Google Ads campaign types to achieve them:

Summary of Campaign Selection Logic

1. For Immediate Sales & Leads:

Prioritize Search for users with specific commercial intent, and Shopping/PMax for retail sales volume.

2. For Online Product Sales:

Shopping Campaigns are non-negotiable. Visually present your products to buyers.

3. For Maximizing Conversions Across All Channels:

Performance Max is the powerhouse, best used when you have clear conversion goals and high-quality assets to feed Google's AI.

4. For Brand Awareness & Reaching a Broad Audience:

Display Campaigns and Demand Generation Campaigns excel here. Use Display for broader reach and retargeting, and Demand Generation for visually rich discovery moments.

5. For Brand Storytelling & Product Demos:

Video Campaigns are perfect for connecting with your audience through compelling visual narratives.

6. For App Downloads & Engagement:

App Campaigns are the dedicated solution for mobile app growth.

Often, a combination of campaign types works best.

For example, you might run a Search campaign for high-intent keywords while simultaneously running a Display or Demand Generation campaign to build brand awareness and retarget users who visited your site but didn't convert.

Strategize Your Success: Choosing the Right Google Ads Campaign Type

Google Ads offers an incredibly powerful and versatile platform for businesses of all sizes. By understanding the different campaign types and aligning them with your unique marketing goals, you can craft a highly effective advertising strategy. 

Don't be afraid to test, learn, and adapt your approach to find the perfect mix that drives success for your business in the ever-evolving digital marketplace.