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Establishing a solid online presence is essential for staying competitive in the age of the internet. This is where Google Ads comes into play. Formerly recognised as Google AdWords, it serves as a potent tool for businesses aiming to boost online visibility, drive focused traffic, and accomplish their marketing objectives. In this comprehensive guide, we’ll delve into the diverse categories of Google Ad Campaigns and shed light on how businesses can harness the power of Ads to boost their business.


Different Types of Google Ad Campaigns


Search Ads: Among the most prevalent and frequently utilised types of Google Ads are Search Ads. These ads emerge at the top or bottom of search engine results pages, prominently marked as “Ad”. They serve businesses by directing traffic to their websites or specific landing pages. Search Ads are particularly effective for targeting users actively searching for specific products or services.


Within the realm of Search campaigns, we encounter various ad format options:

  • Responsive Search Ads: These ads are versatile, cycling through up to 15 headlines and four descriptions to cater to individual queries in real time.
  • Call Ads: Designed to drive phone calls to businesses, these ads feature a clickable phone number as the headline.
  • Dynamic Search Ads: Generated by Google using content from a business’s website and a brief description provided by the advertiser, these ads mimic regular Search ads but offer a fresh angle for those with well-developed websites.


Display Ads: Display Ads, characterised by visually engaging banner ads, appear on partner websites within Google’s expansive network. Incorporating images, videos, and interactive elements, they effectively engage potential customers. Display Ads are particularly beneficial for brand awareness, retargeting, and expanding outreach beyond search engine users.


Display campaigns have these specific ad formats:

  • Single Image Display Ads: These static ads are pre-designed and uploaded by the advertiser.
  • Responsive Display Ads (RDA): Mirroring responsive search ads, RDAs alternate between various combinations of images and text to deliver the most effective ad across diverse placements.
  • Remarketing Ads:Remarketing Ads entail using static images, animated images, video, responsive ads, and text ads across the Google Display and Google Search Network. The distinguishing feature is targeted advertising. By placing cookies on the browsers of website visitors, ads are presented specifically to those visitors across the Display and Search network, enhancing the likelihood of conversion. In essence, Remarketing targets users who have shown interest by visiting a website, increasing the probability of desired actions compared to users who haven’t engaged with the website.


Video Ads: As the name implies, Video Ads are video-based advertisements presented on YouTube, the world’s leading video-sharing platform. These ads can be displayed before, during, or after YouTube videos. Video Ads are an excellent choice for conveying compelling brand narratives, showcasing products, and tapping into YouTube’s vast user base.


Multiple types of Video Ads exist:

  • Skippable In-Stream Ads: Viewers have the option to skip these video ads after 5 seconds, appearing before, during, or after streamed content.
  • Non-Skippable In-Stream Ads: These ads require viewers to watch them in their entirety (up to 15 seconds) before, during, or after videos.
  • In-Feed Video Ads: Combining a video thumbnail with inviting text, these ads are positioned in locations such as YouTube search results and alongside related videos.
  • Bumper Ads: Brief and non-skippable, these sub-6-second ads appear before, during, or after videos.
  • Outstream Ads: Exclusively available on Google Video Partner sites (excluding YouTube), these mobile-oriented video ads play without sound, inviting viewers to engage with sound.
  • Masthead Ads: Auto-playing for up to 30 seconds and available through reservation with Google sales representatives, these ads grace the top of YouTube’s homepage feed.


Shopping Ads: Crafted for e-commerce enterprises, Shopping Ads showcase product images, prices, and essential details directly on search results pages. By presenting specific product information, Shopping Ads attract highly relevant leads actively seeking products for purchase.


Understanding Shopping campaigns yields two essential ad types:

  • Product Shopping Ads: These conventional Shopping ads display product images along with relevant information such as prices.
  • Local Inventory Ads: Targeting nearby searchers based on store inventory submitted to Google Ads Merchant Center. These ads resemble Product Shopping ads but also indicate item availability for in-store pickup.


App Ads: App Ads are geared towards app developers, promoting their mobile applications across Google’s network, spanning search results, YouTube, and the Google Play Store. These ads aim to drive app installations and enhance user engagement.


Within the realm of App campaigns, three distinct ad types emerge:

  • App Installs: These ads feature a download button, encouraging users to install the app.
  • App Engagement: Tailored for existing app users, these ads direct them to specific landing pages.
  • App Pre-Registration (Android exclusive): Paving the way for the app’s release on Google Play, these ads cultivate an audience in advance.


Performance Max Ads: This automated Google Ads campaign encompasses all assets for goal-driven advertising across Google’s entire network. From the SERP and Google Maps to YouTube, Gmail, and Discovery networks, these ads gain extensive exposure.

In the Performance Max sphere, the process involves furnishing Google with a primary goal and asset-related information. Utilising machine learning, Google orchestrates ad creation across all available placements, optimising asset combinations for optimal performance.


Google Smart Campaigns: Embracing full automation, Smart Campaigns are managed by Google based on initial information provided by the advertiser. These campaigns extend a business’s reach across Google Search, Maps, YouTube, and partner sites. Smart Campaigns encompass both Search and Display ads.


Discovery Ads: Representing another automated category, Discovery Ads facilitate the display of ads across Google’s feed placements, fostering increased discovery of offerings. These placements include Gmail, YouTube, and the Google app. While advertisers influence ad assets like text and images, Google manages their distribution.


Benefits of Using Google Ads for Businesses


  1. Targeted Reach: Google Ads allow businesses to target specific keywords, demographics, locations, and interests, ensuring your ads reach the right audience.
  2. Cost Control: You can set a daily budget, and you only pay when someone clicks on your ad (Pay-Per-Click model), giving you better control over your ad spend.
  3. Measurable Results: Google Ads provides detailed performance metrics, allowing businesses to track the effectiveness of their campaigns and make data-driven decisions.
  4. Quick Results: Unlike organic methods, Google Ads can yield immediate results and drive traffic to your website shortly after launching a campaign.
  5. Remarketing Opportunities: Google Ads offers remarketing capabilities, allowing businesses to reconnect with users who have previously interacted with their website, increasing the chances of conversion.




Google Ads is an indispensable tool for businesses of all sizes and industries. Whether you aim to drive website traffic, boost brand visibility, increase app installations, or boost e-commerce sales, the variety of Google Ad Campaigns can cater to your specific marketing objectives. By understanding each ad type’s purpose and targeting capabilities, businesses can make informed decisions and create compelling campaigns that deliver exceptional results.


Embrace the power of Google Ads, and take your business to new heights! It is also important to remember to continually analyse and enhance campaigns to maximise your return on investment and stay ahead of the competition. If you are interested in implementing Google Ads for your business but you do not want to do it yourself, our expert team can ensure your campaigns are optimised and run effectively. Contact us today at   064 8077 268, or

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