Digital Marketing & Ecommerce: Understanding Google Ads Campaign Types
Are you getting started on Google Ads and not sure which campaign type is right for you? Lucky for you, the Milked Media team is here to identify the key differences between each type to ensure your ads are set up for success.
Understanding The Most Common Google Ads Campaign Types
Getting started on a new marketing channel can be overwhelming. Each channel has its own complex structure, and Google Ads is no different. One of the most important decisions you can make on this platform is deciding what campaign types to focus on, to prevent yourself from spreading your budget too thin. Fortunately, our team of digital marketing experts has made it easy for you by outlining the key differences between the 4 most common campaign types below.
Search Ads
Search ads are the most common type of Google Ads, and the easiest to recognize. These ads target users based on search terms, and allows advertisers to rank above the organic listings within Google Search. This allows you to rank for searches with relevant keywords that you have identified, and gives you an option to compete with the organic listings for these terms. Some of the key benefits to this campaign type are listed below:
Keyword based targeting allows you to be selective in your targeting, ensuring your ads only display when relevant.
Audience targeting can be used with bid adjustments, allowing you to bid higher to secure clicks within certain audiences.
Search ads have the potential to show up above the organic search listings, allowing advertisers to compete with SEO listings.
Ads are text based, with additional extensions potentially enabled to show product images and other details.
Search ads are typically higher ROAS than some of the other campaign types, in particular when combined with branded keywords.
Shopping Ads
Shopping ads pull their content directly from your website through a tool called Google Merchant Center. This application syncs product data through an API, and allows you to showcase your product listings. These ads can show up across Google channels, including search, shopping, and the display network. Unlike with search ads, your ad copy is not provided. Instead, the product details pulled through Merchant Center are provided for the ads. See the key features of this campaign type below:
Product reach for shopping ads can extend beyond just Google Search, with the display network as well as shopping channels.
Limited asset input - no copy or image is provided, all assets are pulled directly from the merchant center.
Limited targeting options - no keywords are provided for targeting. Audiences can be enabled for targeting, however, the primary targeting comes from keywords in the product descriptions.
Can also appear above SEO listings on the search results page.
Typically drives a decent ROAS, and is a great tool for prospecting to get your products in front of new customers.
Display/Video Ads
Display and video ads allow advertisers to use ad creative to showcase your brand across Google’s display network. Because the network is so vast, a wide variety of ad sizes are typically needed, or a responsive display ad can be created combining a single image with ad copy. The video ads can be used similarly, and both ad types can target YouTube, adding significantly to the total reach generated by the ads. See the key features of this campaign type below:
One of the strongest tools for Brand Reach, as the display network and YouTube provide a huge potential audience for the ads.
Typically inexpensive compared to other campaign types, however, they also do tend to lack in ROAS/Revenue.
These ads require a significant creative input, which can be quite expensive and time consuming.
Multiple subtypes of campaigns, such as video only or Demand Generation options.
Demand Generation is a newer Google tool that focuses on nurturing the middle of the marketing funnel. This allows your ads to target Gmail, as well as the discover page on Google, providing even more potential reach.
Targeting can combine search terms, audiences, as well as specific YouTube channels.
Performance Max Ads
The final campaign type we are going to focus on is Performance Max. This is a newer Google tool that combines all 3 previously mentioned ad channels. By leveraging a combination of search, shopping and display, this ad has benefits from every possible ad type. The targeting capabilities combine keywords in the form of search themes, as well as product targeting through Google shopping ads, and audience targeting through both customer match lists, and Google audiences. See some more of the key features below:
Leverages every Google channel, meaning it requires both a creative input, and a working Merchant Center integration.
Has extensive reach due to the inclusion of display and shopping ads.
Unfortunately, a portion of the budget is always going to be used on display/video, which may be a lower ROAS channel.
Requires video assets. If none are provided, an AI-generated video will be provided by Google, which may break brand rules.
Typically drives a strong ROAS, as the audience signals provide strong remarketing tools. This targeting makes it great for nurturing the middle of your marketing funnel.
Requires creative updates as the ads may experience fatigue over time.
One of the most effective campaigns for a limited budget, as it can leverage every channel, making it a great tool for advertisers to maximize their ad spend.
So which campaign type should you go with? The most common answer is a combination of them, allowing you to make the most out of every Google channel. While that task may sound daunting, the good news is that the Milked Media team is here to help. If you partner with us, our team will create and manage the account for you, ensuring optimal account structure and leveraging every channel to fit the needs of your business. For more information about our Google Ads service, click here! We look forward to helping take your business to the next level.
