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Complete Google Ads Guide

How To Run An Effective Google Ads Campaign 

When most people think of Google advertisements, they probably think of the search ads that appear when they use Google. While these ad kinds served as the foundation for Google Adwords, Google Ads has since expanded to include a variety of campaign types.

The most important phrases to understand about Google Ads

Let's briefly go over the essential concepts you need to know to understand how Google advertising works before we get into the different sorts of Google Ads and their best practices.

Digital marketing expert setting up a Google Ads campaign for a client

Google Ads by Google

Google Adverts, formerly known as Google AdWords, is a Google advertising tool that allows users to market their companies using ads in Google's search results and networks. Advertisers pay per click or impression on an ad with this pay-per-click (PPC) advertising strategy.


Google advertising functions similarly to an auction. If you wish to advertise on Google, you must choose a maximum amount of money (your bid) for a certain action on your ad. Higher bids, of course, result in better ad positions.

CPC (cost-per-click)- The cost of a click on your advertisement. 

CPM (cost per mille)-The cost of 1,000 ad impressions for your ad (times your ad is show to people).

Ads campaign

A group of advertising with the same budget, targeting, and other parameters.


Describe your product or service with words or phrases. Keywords decide when and where your advertisements will show up, so use keywords that best match the search intent of your target consumers.


When a user does the desired action (makes a purchase, signs up to your newsletter, etc.).

Google Ads Campaign Types

  • Search Campaigns 
  • Display Campaigns 
  • Video Campaigns 
  • Shopping Campaigns 
  • App Campaigns 
  • Local Campaigns 
  • Smart Campaigns 
  • Discovery Campaigns 
  • Gmail Campaigns [Deprecated]

Choosing between different Google Ads campaign types should be led by each company's goals, budget, accessible assets, and, in many cases, available time to run the ads. 

Here, we'll go through the many types of Google Ads campaigns, their basic features, when and how to utilize them, and a few of our own advice. This article is intended to provide you with the information you need to comprehend the possibilities accessible to you and devise a strategy for getting started or expanding your Google Ads campaign types.

Google Search Ads Campaigns

Google Ads Search Campaigns are a type of ad campaign that is run by Google. The first Google Ads campaign type is a search campaign. They're text advertising that shows alongside organic Google listings on search engine results pages.

Text-based advertising use in all search campaigns. Image (if it's an image extension) and video creative are not use in search campaigns. 

Targeting: Keyword targeting is use in search advertisements to reach users depending on their search query intent. Here I mention an example of google search ad campaign.

Google Ads Search campaign performance

When Should Use A Search Campaign?

Search campaigns are the ideal form of campaign to start with for most businesses, since they are meant to target people who are already looking for your product or service. As a result, this campaign type is ideal for achieving direct response goals such as lead generation or purchase. 

Search advertising may also be used to increase brand recognition and achieve upper funnel goals such as email signups or repeat visits. Remarketing with search campaigns (also known as RLSA) is one of the most effective ad kinds, since it allows you to contact customers who are already familiar with your brand and are looking for what you have to offer. 

Tips: Remarketing lists for search advertising (RLSA) are required to have a minimum of 1000 persons on them.

Google DISPLAY Ads Campaigns

Google Display campaigns can increase brand awareness 

Display campaigns use image ads that appear on other websites across the internet. The ads created in Google Ads Display campaigns can appear across the over 3 million websites in Google’s Display Network (GDN). Display campaigns can incorporate image, video, and text-based ads.

Targeting: Instead of utilizing keywords, advertisers may target their advertisements by leveraging specific audience demographics, placements, or website content to attract potential customers using display campaigns.

When Should Use A DISPLAY Campaign?

Brand awareness and consideration may both benefit from display promotions. They may also be used to remarket to customers who are already familiar with your company. 

When your search efforts have reached their maximum efficiency, and you're ready to expand, display campaigns may help you increase your advertising.

Google VIDEO Ads Campaigns

You can use YouTube to target potential clients depending on what they're viewing. With over 2 billion users throughout the world, you have a sizable audience to target! Your video ad campaigns appear in the search results before, during, and after YouTube videos. 

Video advertisements are used in video campaigns on YouTube and other Google video partners' websites and applications. Videos must first be posted to YouTube in order to broadcast video advertising. 

Targeting: Keyword targeting (based on YouTube searches), audience targeting, subject targeting, and placement selection are all choices for video ad targeting.

YouTube video ad campaign targeting diverse audiences

A cost-per-view bid technique is available for video ad campaigns (CPV). Advertisers can only pay when video advertisements are watch or when someone interacts with a video using the CPV bid technique. Other campaign types, such as cost per click (CPC) or cost per thousand impressions (CPM), do not support this sort of bid approach (CPM).

When Should Use A VIDEO Campaign?

Advertisers that wish to raise brand recognition through compelling video content should use video campaigns. They may also be used to motivate people to take certain activities, such as visiting a website, making a purchase, or signing up for a subscription.  

Video ads, like other Google Ads campaign types, may be used to remarket to prior customers or consumers who are familiar with your brand.

Google Shopping Ads Campaign

Google Shopping Ads campaigns help grow e-commerce

Google Shopping Ads are advertisements that are based on products. They're only seen when you search for products on Google. Product image advertisements that display on the Google search or shopping tabs and feature at a minimum the product title, price, and an image of the product are use in Google Ads Shopping campaigns.

You'll need a Google Merchant Center account with an active product feed to launch any shopping campaigns. Your product feed provides all the data for your shopping campaign advertising. A product picture is always included in shopping advertising, and this image is also configured in your Google Merchant Center product feed.

Targeting: Shopping advertisements don't employ keywords to target customers; instead, Google uses product feed data to link shopping ads to Google searches.

When Should Use A Shopping Campaign?

Shopping campaigns are ideal for businesses, both eCommerce and those that wish to display product availability at physical locations. This campaign type is ideal for shops looking to increase conversions (purchases, add to carts, and product page views). 

Tips:While you can't target individual searches with keywords, you may optimize when your shopping campaign advertisements appear by using negative keywords.

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