No doubt you are familiar with Google ads. Think of ads when you look something up on Google or a video ad on YouTube. But as an advertiser, how exactly do you set up such an effective campaign? And what other possibilities are there?
In this blog, we’ll take you through all nine types of Google ads and explain how each type differs in placement, benefits, intended use, key features and key KPIs.
Content
1. Google Search
2. Google Display
3. Google Video
4. Google App
5. Google Shopping
6. Google Local Services
7. Google Discovery
8. Google Performance Max
9. Google Smart ads
What types of ads does Google offer?
Within Google Ads, there are nine different types of ads to choose from, namely Search, Display, Video, App, Shopping, Discovery, Local Services, Performance Max and Smart Ads.
Each type of Google Ad is displayed on one or more Google properties, including channels such as YouTube, Google Shopping, the Google SERP, Gmail inboxes and the Play Store. Most types also have options to appear on properties of external partners on the Web.
1. Google Search
What are Google Search ads?
Because the search engine is the beating heart of Google, search ads are the foundation of Google’s advertising program. These text-based ads resemble standard link listings in the SERP (search engine results page), complete with common elements such as the website name, favicon, page title and meta description.
Good to know about search ads
Within your search campaigns, it is good to pay attention to your Quality Score and your maximum CPC (cost-per-click). This Quality Score is determined based on three factors related to your ad: expected click rate, relevance to what people are searching for, relevance of the page your ad links to.
With a low Quality Score and low budgets, your ads may show up in results at the bottom of the page, where users have to scroll a long way to see them. With a higher CPC budget and a high Quality Score, you have a better chance of having your ads appear first on the page above the competition.
Google Search ads in brief
Key features
- Ads consist of text
- Cost-saving
- Target on searches, meaning people see your ads at the exact moment they are looking for an answer or solution
Optimal for
Promoting web pages related to targeted keywords.
Placement
Everywhere in Google Search Results
Key KPIs
Views, CTR, Conversions
2. Google Display
What are Google Display ads?
Display ads show users visual ads across multiple devices and locations they are displayed on Google’s extensive Display network, which includes tens of millions of apps and websites. These can appear as the top of a page as banner ads, stacked on the side or throughout it a web page, app or interface.
Good to know about Display ads
Google selects which ads to show based on the subject of the Web page, the user’s browsing history and how the user’s activities fit with market categories chosen by the advertiser.
Since Display ads appear amidst the content users are trying to view (and are sometimes perceived as distracting), the click rate can be low but the conversion rate high. But it is important not to focus only on clicks. Google Display acts as digital billboards, so to speak, that follow users on their virtual journeys. These ads increase brand awareness even if they do not generate clicks.
Google Display in brief
Key features
- Visually oriented
- Covers more than 35 million apps and websites, as well as Google properties.
- Tracks users on various advertising platforms based on their behavior.
Optimal for
Increasing awareness in new markets, repeating your message and retargeting warm visitors.
Placement
On millions of web pages, apps and Google properties in the Display network
Key KPIs
Views, Clicks, CTR
3. Google video
What are Google video ads?
As the name suggests, this is purely about video ads. These ads are hosted on YouTube and also primarily shown to users there. They come in six varieties:
- Skippable In-Stream Ads: These appear before, during or after videos and have no maximum length. They play until completed or the user skips them.
- Non-skippable In-Stream Ads: Up to 20 seconds long, these in-stream ads play without the option to skip.
- In-Feed Ads: For advertisers who want to promote a video on the YouTube homepage, among organic search results or in the video feed under active YouTube videos.
- Bumper Ads: Similar to non-skippable in-stream ads, bumper ads last only six seconds and play at the beginning of a video.
- Outstream Ads: Like Display ads, outstream ads are promoted videos played only on Google Video Partners’ network, with no maximum length.
- Masthead Ads: The top tier of video ads, these are played at the top of YouTube’s homepage.
Good to know about Video ads
In Google Video campaigns, you can choose your placements in several ways. You have the option to show your video before videos that deal with specific topics, you can select specific channels or creators, or you can target people who have shown certain search behavior or interest.
Similar to Google’s text-based ads, Video ads can also be displayed on sites outside of Google through the video partner network. These apps, games and websites went through a thorough screening process, including assessments of video quality, available ad management platforms and revenue models.
Google Video ads in brief
Key features
- Can be used to promote products via video or to promote existing videos.
- Available in multiple formats that play before, during and after YouTube videos.
- Can also be displayed on external apps, games and websites.
Optimal for
Promoting your videos or reaching highly engaged users with dynamic video ads.
Placement
Before, during and after videos on YouTube; in YouTube’s search feeds; on YouTube’s home page; and across the Google Video Partners network.
Key KPIs
Views, Video views, View rate, Clicks.
4. Google App
What are Google App ads?
If you’re promoting an app, these ads work in a similar way to Shopping ads. Instead of having to create entire ads yourself, all you have to do is enter simple text, indicate your language preferences and set a budget. Google then uses information from your app listing in the Play Store to automatically test different layout combinations and display the most relevant ones for keywords.
These app ads can appear in various places, including Google SERPs, Google Discover, Play Store search results, Play Store-related and featured app sections, YouTube feeds and the search partners network.
Good to know about App ads
Google App ads are focused on conversions, namely: app installs, app engagement and app pre-registration. So setting up conversions is a must to run an App campaign. For the Google Play Store, this is easily done within a few clicks. For your iOs app, you will have to get your conversions from Google Firebase.
Google App ads in brief
Key features
- Can be used to target new users and current users.
- Displayed on a wide range of ad surfaces.
- Campaigns focus on installations, engagement or pre-registration.
Optimal for
Promoting an existing app or an upcoming app.
Placement
Play Store search results, Play Store suggestions, Google SERP, YouTube feeds, Google Discover, and about the Google search partner network.
Key KPIs
CTR, Conversion rate.
4. Google Shopping
What are Google Shopping ads?
Unlike Search ads, which require advertisers to create their own texts, Shopping ads pull data from product feeds in the Google Merchant Center. Sellers with physical inventory can use these automatically generated ads to sell products on:
- Google SERP: Shopping ads populate the SERP with relevant keywords and may appear while scrolling or as a set of images along the right margin of the page, linking to the Google Shopping page.
- Google Shopping: Sponsored Shopping ads appear in a carousel at the top of the page for extra visibility.
- Google Images: Carousels of Shopping ads appear at the top of results for image searches related to products.
- Google Maps: Local inventory ads appear at the top of listings for relevant keywords in Google Maps searches.
- Search partner websites: Shopping ads appear in search results and directories on various search partner websites, which are not specifically mentioned by Google.
Good to know about Shopping ads
Because Shopping ads are built from actual product data in the Merchant Center, they contain a quick summary of basic information rather than creative text. Each ad displays elements such as price, sales notifications, price cuts, user reviews, brand name and product name.
Google Shopping ads in brief
Key features
- Contains product images.
- Completed automatically using data from the Merchant Center.
- Appears on Google properties and search partner search results.
Optimal for
Selling physical products listed in the Google Merchant Center.
Placement
All over Google Shopping, SERP, Images, Maps and search results from search partners.
Key KPIs
CPC, CTR, Conversion rate, ROI.
6. Google Local Services
What are Google Local Services ads?
Local Services Ads are not technically part of the core of Google Ads, but it is still a type of Google ad. Advertisers with local products and services can create these campaigns within the Local Services Ads hub.
When people click on those ads, they can directly call the company or send a message. As a result, advertisers get very specific leads from people who are ready to buy something. It is also good for users because lower response rates and poor reviews can hurt ads. So, it is advantageous that the best companies appear first.
Good to know about Local Services ads
To advertise through Local Services, you must meet Google’s licensing, insurance and background check requirements. For this, Google has four Google badge statuses: Google Screened, Google Guarenteed, License Verified by Google and Pre-Badge.
Google Local Services in a nutshell
Key features
- Connects directly with customers through the advertising platform.
- Appears in local searches.
- Highly targeted, local lead qualification.
Optimal for
Advertising geographically specific products or services for local leads.
Placement
Google SERP and Google Maps.
Key KPIs
Number of leads, CPL (cost-per-lead), ROAS (return-on-ad-spend).
7. Google Discovery
What are Google Discovery ads?
Discovery Ads make smart use of scalable machine learning that focuses on intentions. By combining customer intent signals, artificial intelligence and your preset bids and conversion goals, Google Discovery Ads automatically adapts to the needs of end users.
Good to know about Discovery ads
As an advertiser, add multiple images, headlines, descriptive text, a logo and a company name. Google uses these elements to display the ad in various places, such as Discover feeds, the YouTube home page and the Watch Next feed, as well as Gmail’s Promotion and Social tabs. Because users are already browsing these spaces, Discovery Ads have higher conversion potential because they are naturally closer to the purchase decision stage.
Google Discovery ads in brief
Key features
- Uses artificial intelligence and machine learning to automatically adjust ads on different surfaces.
- Appears on Discover, YouTube and Gmail.
- Includes multiple images.
Optimal for
Advertising geographically specific products or services for local leads.
Placement
Targeting users ready to make purchases with visually oriented automated ads.
Key KPIs
Views, Clicks, CTR.
8. Google Performance Max
What are Google Performance max ads?
Google Performance Max automates ad campaigns across all Google Ads channels by combining advertiser goals and material with Google’s AI and machine learning for optimized ads on each channel. No choice of ad type needed; just give all the elements to Google, and it handles the rest with machine learning for maximum visibility with qualified users.
Good to know about Performance Max ads
Performance Max campaigns are driven by specified conversion goals.
Performance Max works like a “black box. Although you get results for high-performing audiences, it lacks complete data for accurate optimization. This leaves you without insight into channel-specific performance and asset utilization, which makes it difficult to make effective changes to your campaigns or assess the performance of each channel.
Google Performance Max in a nutshell
Key features
- Uses machine learning and AI to automatically optimize ads.
- Automatically displays ads on all Google ad channels.
- Can identify new market segments based on goals and real user behavior.
Optimal for
Automatic creation of ads optimized for audiences on all Google channels.
Placement
All Google advertising channels.
Key KPIs
Conversions, Conversion rate.
9. Google Smart Ads
What are Google Smart ads?
Smart Ads are similar to Performance Max, but slightly simpler. Instead of aggregating all the elements of an ad campaign and automatically generating finished ads, Smart Ads require just a bit more active engagement. However, they still offer convenient automation features and placement across multiple channels.
Smart Ads campaigns serve as central hubs, allowing advertisers to achieve specific goals, such as increasing video views, generating website traffic and growing local leads. All this without having to create separate campaigns for each channel.
Good to know about Google’s smart ads
With Smart campaigns, Google manages who sees your ad, when and where, as well as how your ad budget is spent. As a result, you have less control yourself. Smart campaigns are therefore especially ideal for small business owners. It lets you create powerful ad campaigns in less time, so you can stay focused on the day-to-day tasks of running a business.
Google Smart ads in brief
Key features
- Function as centralized hubs for cross-channel advertising.
- Prioritize campaign-level goals over ad-specific channels.
- Focus on themes of keywords rather than specific keywords.
Optimal for
Automatic creation of ads optimized for audiences on all Google channels.
Placement
Execute targeted campaigns that prioritize results over ad channels.
Key KPIs
Conversions, Conversion rate.
Need help setting up your Google Ads?
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