Types of advertising campaigns in Google Ads

Contextual advertising on Google is advertising that is displayed in search results, on YouTube and on partner resources. Before you start setting up an advertising campaign in Google Ads, it is important to decide on its goal – that is, what you want to achieve using the chosen tool. It is used to achieve the following purposes:

• getting new users to the site;
• increase in sales;
• improving brand awareness and reputation;
• reaching a larger audience to inform about goods or services;
• informing customers about promotions or discounts.

The type of campaign should be determined based on your marketing goals, brand strategy and the amount of time you are willing to devote to it.

Work principles contextual advertising:

• The platform for publishing advertisements is a search engine (after the user enters his request) and partner resources.
• Advertising is visible exclusively to the target audience determined by the advertiser, or to users who match the description.
• Payment is made per click to the site, 1000 impressions on YouTube, conversion or various customized targeted actions, and not per number of impressions to visitors.
• The cost of a click is set either by the advertiser, or it is formed through an auction (with a budget limit).
• The location of places is subject to an auction principle: compliance with the visitor’s request, cost per click and frequency of clicks on the ad.

There are 7 types of advertising campaigns in Google Ads, corresponding to certain marketing goals:

1. Search advertising.
2. Ads on the Display Network.
3. Video campaigns: video advertising on YouTube.
4. Shopping campaigns: displaying information about products in Google services.
5. Advertising for applications: promoting the application through various channels.
6. Local Listings: Promoting local businesses through various channels.
7. Smart campaigns.

Below we will look at each of them in more detail.

Search advertising

Ads are shown in search results after the user enters their query. They can be located anywhere: at the top of the page, at the bottom, on the side or in the middle of the search results. Advertising can be in text format, in the form of a banner, or have a text-graphic format.

This type of campaign allows you to display text ads to users who are interested in the products or services your company offers. Designed for a warm audience. That is, the person already clearly knows what exactly he came here for and what exactly he is looking for.

Search advertising has several advantages:

• Increasing the number of sales and the number of potential buyers.
• Easy setup.
• Setting up targeting to specific specific audiences.

Examples of ads on the search network:

Advertising campaigns in the contextual media network

This type of advertising allows you to display a variety of attractive and impactful ads to millions of Internet users around the world. Ads are posted on various websites and applications. Thanks to the contextual media network, by placing advertisements on additional resources, your search coverage expands.

Among the advantages are:

• Low cost per click compared to search.
• Thanks to bright and creative ads with calls to action, sales volume and the number of potential buyers increase.
• Again, memorable ads increase brand awareness and customer willingness to purchase the advertised product or service.
• Expands your reach and targeting of users browsing websites and apps, not just search results.
• You can also configure and enable Remarketing – a type of advertising in the CMN, which, as it were, “catch up” and return users who have already interacted with the advertiser’s website. It is often a successful tool in getting effective conversions.

Examples of advertisements in contextual media network:

Video campaigns

Allows you to display video advertising on YouTube and other partner sites. This type is one of the most effective tools for remarketing.

The benefits include:

• Helping advertisers increase overall brand awareness and potential buyer willingness to purchase.
• Increase in sales volume and number of potential customers.
• Expanding your reach and targeting YouTube users.
• The ability to enable remarketing features to interest people who have already seen your ads or visited the company’s website.
• Favorable form of payment: your budget is spent only if there is some kind of reaction from the user (viewing more than 30 seconds or clicking).

Example of video advertising ads:

Shopping campaigns

Google Shopping Campaign or product ads are advertising on the right or above the search results in the form of banner images with information about a specific product with pay per click. Shopping campaigns are suitable for those who are involved in retail and want to sell their products. They have the perfect combination to sell a product: potential customers see the title, price and image.

The advantages of this type of advertising are:

• Marketing for retail, you can advertise by creating attractive advertisements with product information.
• Increase in sales volume and number of potential customers. With this type of campaign, you can encourage users to visit the advertised online store to make a purchase.
• Relatively cheap cost per click.

For creating shopping campaign requires a Merchant Center account and a specific set of rules that must be learned and then followed to achieve maximum results.

Example of trade advertising:

App Campaigns

This type of campaign helps promote an application for iOS or Android in Google Search, Google Play, YouTube and other resources. Ads will be automatically optimized to reach users interested in apps similar to yours. With an app campaign, you can find your app’s audience and increase in-app purchases.

Among the advantages:

• Application promotion – increasing the number of installations, interactions and registrations for the advertised application on smartphones.
• Multi-channel marketing: You set up one campaign, but your app ads are shown on both the search and display networks, as well as on Google Play and YouTube.
• Easy Setup and Management – ​​Targeting, bidding, and ad creation processes are automated for optimal performance.

There are two subtypes of app campaigns:

• Applications – installations (if you need to encourage users to download the application).
• Applications – interaction (allows you to invite existing users to perform various actions in the application).

Examples of app ads:

Local campaign: promoting local companies through various channels

This type of campaign is needed to attract and encourage users to visit the advertiser’s brick-and-mortar store located nearby. Ads are automatically optimized for display on Search and Display Network, as well as on Google Maps and YouTube (using automated campaigns for businesses with a large number of branches). To work with them, you need to set up addresses or partner addresses in your account or link your Google My Business and Google Ads accounts.

Among the advantages are the following:

• Offline sales in the store. The range is promoted through online advertising and customers are encouraged to visit brick-and-mortar stores.
• Promoting special offers and events taking place in the store.
• Detailed company information to help users find store location and opening hours.
• Multichannel marketing. You can create a single campaign that displays your app’s ads on the search and display networks, as well as Google Maps and YouTube.

Examples of local ads:

Smart Campaigns

They are one of the easiest ways to create and run advertising. All you need to do is enter your business information, create a few ads, and Google’s systems will automatically target them, saving you time and money. But you need to remember that such campaigns work effectively if your account has already accumulated a fair amount of statistics. A smart campaign on a new account will be completely pointless, since Google algorithms do not yet have any information to learn.

The advantages are:

• Increased sales and leads through increased registrations.
• Easy setup.
• Advanced optimization. Google is optimizing its ads and targeting.

Example of smart shopping campaigns:

To summarize

Contextual advertising in Google Ads is an effective and useful tool for promoting your business on the Internet. As you can see, among the many advertising campaigns, you can choose the one that best suits your business and marketing goals. You definitely need to test and find new ways to solve various problems in contextual advertising; for example, you can combine different types of advertising for greater efficiency.

Nataliia Hruzska

PPC Specialist

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