Your Guide To Google Ad Campaign Types
The purpose of using a Google ad is actually quite simple—to make a new customer aware of your brand and encourage engagement. Available on both mobile and desktop, using Google ads in your digital marketing strategy will give your website much-needed exposure by positioning them up in search results, potentially surpassing organic results.
Search Network Campaigns
Ads in a Search Network campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords. For example, say you run a local music school. A Search Network campaign lets you show your text ads to high-potential customers right when they’re searching for “guitar lessons.”
Ads match with search results pages based on the terms or phrases someone searches. For example, a search on Google for “home plumbing repair” might show an ad that uses that phrase as a keyword.
Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business. These campaigns show ads to people who are actively seeking out information. When someone seeks out a product or service like yours, they’re much more likely to find your ad helpful and then click it. The goals to use when creating Search Network campaigns are:
- Website Traffic
RLSA – Remarketing Lists For Search Ads
Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people returning to your website, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.
When people leave your site without buying anything, for example, remarketing lists for search ads can help you connect with these potential customers when they continue looking for what they need using Google Search. You can set your bids, create ads, or select keywords keeping in mind that these customers already visited your website before.
DSA – Dynamic Search Ads
Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-designed website or a large inventory, Dynamic Search Ads use your website to target your ads and can help fill in the gaps of your keywords-based campaigns. Without Dynamic Search Ads, even well-managed Google Ads accounts with many keywords that can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.
How Dynamic Search Ads Appear
When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad.
Example: You own an international hotel chain. Someone searching on Google for “luxury hotel New York” sees your ad with the headline “Luxury hotel – NYC,” clicks your ad, and then lands on the site of your top New York location.
In this way, Dynamic Search Ads can quickly direct potential customers to what they want on your site.
Display Network Campaigns
For some of the creative formats available please check out this page with great resources. Let’s break down some essential information about Display Network Campaigns
Use dynamic remarketing to show ads tailored to your site visitors
Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site to complete what they started. Here’s what you’ll need to get started:
Product or Service Feed
Create a feed that includes all your products or services, along with details about each item (unique ID, price, image, and more). These details are then pulled from your feed into your dynamic ads. You’ll upload the feed to the Business data section of your Shared library unless you’re a retailer. If you’re a retailer, you’ll upload your product feed to the Google Merchant Center.
Tag With Custom Parameters
Add the dynamic remarketing tag with custom parameters to all pages of your website. The tag adds your website visitors to remarketing lists and associates them with the unique IDs of the feed items they viewed. You’ll find your tag in the Audiences section of your Shared library.
Responsive ads use layouts in different sizes and formats for modern platforms (including HTML5) for mobile devices. You’ll create responsive ads in the Ad gallery.
Dynamic Prospecting Versus Dynamic Remarketing
Dynamic prospecting brings user information and product information together to show your best product at the right time to the users who would be the most interested. Unlike dynamic remarketing, which focuses on getting the most value out of your existing customers, dynamic prospecting can help with acquiring new users. This difference makes dynamic prospecting the preferable method if you’re a new advertiser or if you’re targeting an audience different from your first-party data (including your remarketing lists).
Smart Display Campaigns
Smart Display campaigns offer a simple, intelligent solution to managing the complex variables in display advertising, as well as an effortless way to broaden your customer base and win new conversions. Use a Smart Display campaign to show ads in almost all formats across the Google Display Network, reaching people at all stages in the buying cycle—from people with demonstrated interests to customers just about to buy.
Across the Display Network, Smart Display campaigns combine 3 optimization technologies to take the labor and guesswork out of targeting, bidding, and ad creation:
- Automated Bidding: Using Target CPA as a basis, Smart Display campaigns optimize to set your bids according to the likelihood of conversion in every ad auction, seeking to give you the best possible value.
- Automated Targeting: Targeting optimizes as your campaign runs, which means your ads increasingly show where they’ll get you the most business. Where applicable, Smart Display campaigns use dynamic prospecting to match your feed to the likeliest converters.
- Automated Ad Creation: Ads are automatically generated from the building blocks you provide, like headlines, descriptions, logos, and images. They responsively fit into almost all ad spaces across the Display Network.
When To Use Smart Display Campaigns
Smart Display campaigns may be a good choice for you if:
- You want to attract additional customers beyond your manually targeted campaigns
- You use conversion tracking and you meet the conversion-based eligibility requirements. To be eligible to set up a Smart Display campaign, you need to have gotten at least 50 conversions on the Display Network—or at least 100 conversions on the Search Network—in the last 30 days.
- You’ve limited your Display Network advertising to remarketing, but now want to reach people earlier in the buying process
- You’re new to advertising on the Display Network and want a fast and high performing campaign
Video Ad Campaigns
Video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network.
How Video Ads Work
Available video ad formats include in-stream ads, video discovery ads, non-skippable in-stream ads, out-stream ads, and bumper ads. Video discovery ads can only appear on YouTube.
- In-stream ads run before, during, or after other videos on YouTube or across Display Network sites, games, or apps. These ads may also run on YouTube videos embedded on other websites. After 5 seconds, the viewer has an option to skip the ad.
- Video discovery ads only appear on YouTube and reach people in places where they can discover content. The appearance will vary, depending on the ad sizes and ad formats that content publishers support. When a viewer clicks the thumbnail for your ad, the video will play on its YouTube watch or channel page.
- Out-stream ads show on partner sites. Marketers design these ads for both mobile and tablet views and help make it easier for users to tap to play your video. Out-stream ads can help increase brand awareness by extending your reach beyond YouTube.
- Non-skippable in-stream ads are a non-skippable ad format designed to allow you to reach customers with your entire message. Non-skippable in-stream ads are 15 seconds or less, and viewers can’t skip the ad.
- Bumper ads are a short video ad format, designed to allow you to reach customers broadly and increase awareness about your brand by using a short, memorable message. Bumper ads are just 6 seconds or less, and viewers can’t skip the ad.
When You Should Choose Video Ads
You want to advertise videos on YouTube and across the Google Display Network. Recommended for all Google advertisers, from first-timers to more-experienced pros. Showing video ads may seem pretty sophisticated, but that’s the beauty behind these campaigns: They’re simple to set up and manage. You can use videos from your own YouTube account, and like other Google Ads campaigns, you can see video ad performance, and tweak video targeting.
If you’re a retailer, you can use Shopping campaigns to promote your online and local inventory, boost traffic to your website or local store, and find more qualified leads. To get started, you’ll send us your product data with the Merchant Center and create a campaign in Google Ads. Then we’ll use your campaign to create ads on Google and around the web where potential customers can see what you’re selling. We call these placements Shopping ads because they’re more than a text ad–they show users a photo of your product, plus a title, price, store name, and more. These ads give users a strong sense of the product you’re selling before they click the ad, which gives you more qualified leads.
Shopping ads use your existing Merchant Center product data – not keywords – to decide how and where to show your ads.
Where Your Shopping Ads Will Appear
Here’s where you might see your Shopping ads across the web:
- Google Shopping (in select countries)
- Google Search, next to search results and separate from text ads
- Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)
- The Google Display Network (for local catalog ads only)
Take Your Google Ad Campaigns To The Next Level
Now that you’re equipped with knowledge about Google Ads, you can make more informed decisions on the type of ad campaign that works best for your brand. But if you want to receive star treatment from digital experts, then Premiere Creative has you covered. With 26 years of experience, we will expand your online presence, which will brand awareness while delivering a surge of revenue. It’s time to launch your next Google Ad campaign! Dial (973) 346-8100 to connect with our team today.