Have you ever opened up Google Ads and wondered, “what on earth am I looking at?” You’re not alone!

In this introduction to Google Ads, we will cover the different types of campaigns you can run and what they’re used for:

  • Search Campaigns

  • Display Campaigns

  • Shopping Campaigns

  • YouTube Campaigns

  • App Campaigns

What you’ll learn:

  • How does Google Ads work?

  • Google Ads campaign types

  • Search Network Campaigns

  • Display Network Campaigns

  • Shopping Campaigns

  • Video Campaigns

  • App Campaigns

  • Performance Max Campaigns (NEW)

Find out more how Aston Social can help you in building an effective digital marketing strategy for your business. Contact us today.

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How does Google Ads work?

About Google Ads

Like Facebook, advertising on Google starts with creating a campaign based on an objective; the actions that you’d like your customers to take, eg. drive traffic to your website.

It operates as a bidding system where you bid on certain keywords/topics in order for your ads to appear in Google’s search results.

How Does The Bidding System Work?

Google Ads determines which ads should show with a lightning-fast ad auction, which takes place each time someone searches on Google or visits a site that shows ads.

There are 3 main factors in the ad auction that determine which ads appear, and in what order.

1. Your Bid

When you set your bid, you’re telling Google Ads the maximum amount that you’re willing to pay for a click on your ad. How much

you actually end up paying is often less, and you can change your bid at any time.

2. The quality of your ads

Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. You can view an assessment of the quality of your ad in Google Ads. This is called your Quality Score.

3. The expected impact from your ad extensions & other ad formats

When you create your ad, you have the option to add additional information, such as a phone number or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats impact your ad’s performance. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords, ads and extensions.

Google Ads Campaign Types

There are 6 different Google Ad Campaign types available. These are:

1. Search Network Campaign
2. Display Network Campaign
3. Shopping Campaign
4. Video Campaign
5. App Campaign
6. Performance Max Campaign (NEW)

Search Network Campaign

The Google Search Network is a group of search-related websites and apps where your ads can appear. For example, Google Search,

Google Play, Google Shopping, Google Images, etc. Your ad will show near search results when someone searches with terms related to one of your selected search keywords.

Google Search Ads are shown above and below Google search results.

They are text only – no imagery or video.

The ads are shown when a user searches one of your selected keywords.

There are 3 main types of Google Search Ads:

1. Text Ads

  • Text Ads show above and below Google search results.
  • It has 3 parts: Headline, Display URL and Description Text
  • You can also include “Ad Extensions” such as Call, Sitelinks and Callouts


2. Dynamic Search Ads

  • Dynamic Search Ads use the content on your website to target your ads.
  • It generates headlines and landing pages based on what a user is searching to make it most relevant to them.
  • You can supply suggested headlines and descriptions which Google picks and chooses from based on the user.


3. Call Only Ads

  • Call Ads are designed to encourage people to call your business.
  • They only appear on mobile.
  • When a person clicks on this type of ad, it places a call to you from their device.

Display Network Campaign

The Google Display Network can help you reach people while they’re browsing their favourite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. They are image-based ads.

As well as keywords, you can target these types of ads based on interests and behaviours. It’s also excellent for remarketing.

The Google Display Network can help you reach people while they’re browsing their favourite websites, showing a friend a YouTube video, checking their Gmail account or using mobile devices and apps. They are image-based ads.

As well as keywords, you can target these types of ads based on interests and behaviours. It’s also excellent for remarketing.

Not only that, they help to capture a person much earlier in the buying cycle than a Search Ad.

There are 3 main types of Google Display Ads:

1. Responsive Display Ads

  • Responsive Display Ads automatically adjust in size, appearance and format to fit any space on a website or device.
  • An image is provided in a number of different sizes that Google chooses from.
  • These ads have the most reach out of all Display Ads.


2. Uploaded Image Ads

  • For more control, you can create and upload display ads. These can be still images or GIFs.
  • There are a number of different image dimensions required to suit all devices and banners.
 

3. Gmail Ads

  • These are interactive ads that show in the Promotions and Social tabs in Gmail.
  • They can be expandable upon clicking on them.
  • These are good for connecting with potential customers in a more personal format.

Shopping Campaign

Shopping Campaigns are for retailers with an e-commerce website. It starts by sending your product data to the Google Merchant Center which is then used to target ads.

Shopping ads show users a photo of your product, plus a title, price and store name.

Google Shoppin Campain - Aston Social Digital Marketing Melbourne

Video Campaign

Video campaigns let you show video ads on YouTube and across the Google Display Network.

There are a number of different types of Video Campaigns you can run including:

  • In-stream ads (run before, during or after other YouTube videos)
  • Video discovery ads (shown in places where people are discovering content)
  • Bumper ads (6 second unskippable ads)

There are 6 main types of Google Video Ads:

1. Skippable in-stream ads

  • These are used when you have video content you’d like to promote before, during or after other videos on YouTube.
  • After 5 seconds, the viewer has an option to skip the ad.


2. Non-skippable in-stream ads

  • These are used when you have video content you’d like to promote before, during or after other videos on YouTube and you want viewers to see the entire message without skipping your video.
  • They are 15 seconds or less in duration.


3. Video discovery ads

  • These are used to promote video content in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.
  • It consists of a thumbnail image from your video with some text – like an organic YouTube video.


4. Bumper ads

  • These are used when you want to reach viewers broadly with a short, memorable message.
  • They are only 6 seconds or less and play before, during or after another video.
  • Viewers don’t have the option to skip this ad.


5. Outstream ads

  • These are used when you want to expand the reach of your video ads on mobile on Google Video Partners (not including YouTube).
  • They begin playing with the sound off until the user taps the sound on.
  • They are designed to increase your video reach at an efficient cost.


6. Masthead ads

  • These are used when you want to drive awareness for a new product or service launch, or reach a massive audience in a short period of time (for example, a sales event).
  • Masthead ads are only available on a reservation basis through a Google sales representative.

App Campaign

This type of campaign is useful when you want to increase the number of users of your app. They most commonly sit within the
Google Play store.

For this type of campaign, you supply all of the assets to Google and they formulate an ad for you based on the user.

Performance Max Campaign

Performance Max is a new goal-based campaign type that allows you to access all of your Google Ads inventory from a single campaign.

It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Performance Max is a new goal-based campaign type that allows you to access all of your Google Ads inventory from a single campaign.

It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

How does a Performance Max campaign work?

  • It uses machine learning models to optimise bids and placements to drive conversions or conversion value for your goals
  • You provide Google the inputs including audience signals, high quality text, images and video

Performance Max is the best option to use when:

  • You have specific advertising and conversion goals (for example, driving online sales, lead generation, etc)
  • You want to maximize the performance of your campaign, and you aren’t limited by which channel your ads appear on
  • You want to easily access all of Google’s advertising channels using a single campaign
  • You want to get additional reach and conversion value beyond keyword-based Search campaigns
Aston Social Digital Marketing Melbourne - Performance Max Ads