Top 10 Types of Google Adwords

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One of the most effective channels for sponsored advertising is Google Ads. It provides you with access to users of Google and YouTube, the two biggest search engines in the world, in addition to a wide range of advertising solutions.

However, there are several varieties of Google advertising, and not all of them are appropriate in all situations.

It’s advisable to start by familiarizing yourself with the language and understanding not just the Google Ads campaign types that are accessible to you, but also what you can reasonably anticipate from them, regardless of whether you intend to handle your own Google advertising or hire an expert to do it for you. In this manner, you’ll know what exactly the platform can accomplish for you.

10 Types of Google Ads:

Branded Google search

The names of certain brands or products are included in trademarked terms. Because you can promote particular content and specify the precise page where you want visitors to arrive, you might not want to bid on your company’s name, especially if your website already ranks naturally at the top of search results. Also, it guards against opponents who could place a bid on your name or other well-known terms.

Due to the strong relevance of your URL and advertisements to users who are searching for you, CPCs for branded search are often lower than for conventional search campaigns. Keep an eye out for your advertisement showing up for related but unrelated keywords at the same time. 

In the example of Coca Cola advertising cooldrinks, you would search keywords such as “cool drinks” or “coca,” or even “top cooldrinks brand” and narrow your targeting using the appropriate keyword match types and negative keywords.

Non-branded search

Everybody, but don’t put this strategy ahead of some of the list’s highest-paying campaigns in order of importance. It is imperative for companies seeking to increase their top-line income and acquire new customers to give generic non-branded search high attention.

As the name suggests, non-branded search ads focus on keyword phrases that don’t directly mention your brand or products. Because of this, your charges will probably be greater since people will find you less relevant, particularly on more general terms.

This strategy aims to increase your website’s traffic and clientele as much as feasible. However, these programs also provide a huge potential size and an attractive return on ad spend (ROAS) for sponsors.

Competitor search campaign

Merchants who are interested in acquiring new customers and who are already operating beneficial campaigns. Moreover, retailers actively explore various client methods of acquisition or have a high lifetime value.

In essence, an opponent search campaign is just a branded search campaign done backward. You bid on searches for the branded keywords of your competition rather than the name and goods of your own company.

Although it seems like a good idea to take traffic from the terms of your biggest direct competitors, doing so can be costly because, in this instance, searchers aren’t interested in seeing you, a competitor’s product

Businesses that can afford to pay extra to get a new client, even if that customer has a greater average value of orders or lifetime value, usually use this tactic. If not, you might not have much luck with this tactic.

This might be a highly successful campaign for you if the brand in question isn’t purchasing its traffic or doesn’t have a high level of commitment among its customers and your product is an equivalent or superior substitute.

Google shopping ads

Google Shopping campaigns often provide excellent customer service to users: when a user looks for a product, Google displays product details, pricing, and reviews of products it deems relevant. Customers go straight to that product page when they click the advertisement.

Because users who expressly search for your company are more likely to convert, you may increase traffic from this source and more efficiently manage your money if you can set up branded shopping as a distinct campaign. If not, shopping ads will by default contain traffic that is both sponsored and unbranded.

There remains more non-branded traffic than branded traffic in the absence of a tailored campaign plan, and the majority of your spending will probably be used on non-branded terms with lower conversion rates. It is therefore advisable to separate branded traffic into its Shopping campaign if at all possible and provided that you have the traffic to do so.

Google Performance Max ads

Machine learning is used by Google Performance Max campaigns to optimize a combination of display, shopping, and retargeting advertising on your behalf. This kind of marketing selects which goods to market, the bid amount, the target audience, and the creative to display.

The number of customers that search for your items, brand, product categories, or branded keywords will determine how well you fare here. The number of searches for your keywords associated with brands and the size of your retargeting audience will also determine how much retargeting you can accomplish and how much-branded traffic you are able to drive through shopping advertisements.

Dynamic search ads

Anyone who wants to launch something without making a bigger expense yet lacks the knowledge to manage a search campaign.

In essence, dynamic search campaigns target any variety of phrases that Google encounters on your website, including branded, non-branded, product-specific, description-based, and perhaps even event-related keywords from your blog or About page.

Since this campaign doesn’t include built-in segmentation, similar to other initiatives that group your visitors, we don’t advise using it as a starting point for ongoing scaling but rather as a means of gradually categorizing manually as performance data is gathered.

Contextual ads

Since you can get your product in front of people when they’re researching particular items or subjects related to your company, most firms might argue that this should be one of their initial upper-funnel campaigns to try. But this kind of campaign isn’t for companies who haven’t been successful with previous high-intent ads, have a very low Lifetime Value, or don’t care that much about gaining new clients or raising awareness.

By placing your adverts on websites that contain the exact phrases you’re targeting, the context-dependent display enables you to get even more precise. This kind of campaign may be used to target material that has certain branded keywords or keywords related to your company.

Instead of using Google to search for material, users spend the majority of their time online consuming and interacting with it. That’s why it’s always possible to test and quantify lift by getting in front of people when they interact with material related to your product or service. It’s not always more important than higher intent search campaigns, but it’s still a terrific opportunity to show off your adverts to prospective customers without charging them until they click.

Because contextual campaigns allow Google to offer you specialty websites that may be accessible for you to concentrate your audience, they’re an excellent place to start on the Display Network.

In-feed video campaigns

Brands passionate about a certain topic or searching for an inexpensive approach to reach the audiences of a particular YouTuber.

Search results, the related videos area of the watching page, and the YouTube homepage are all possible places for in-feed video campaign advertising to show up. Placement targeting is used by in-feed advertising, so marketers can choose which particular pages and queries they want to show up within.

The most successful in-feed advertisements are those that address a common problem that users are looking for and provide a brand’s product or service. Audiences are more responsive to video material when they are exploring YouTube, even if it is not a must.

In-stream ads

Companies aiming to launch extensive awareness campaigns stand to gain a lot from YouTube’s large user base.

If a YouTube video is longer than ten minutes, in-stream advertisements may display before, after, or during the video. They are either non-skippable or skippable. Along with running Google advertising on websites and applications, in-stream advertisements also show up as relevant videos.

While skippable in-stream advertisements are billed on a cost-per-view (CPV) basis—that is, you only get paid when a viewer sees your video for at least 30 seconds, or the entire duration if it is shorter than 30 seconds—non-skippable in-stream advertisements are billed based on the quantity of impressions.

Similar audience campaigns

Merchants want to test out new client attraction strategies after having previously set up and optimized their most beneficial programs. To create a “relative audience,” you must upload a seed list of emails to Google.

The same remarketing lists that we talked about with CRM form the foundation for related audience efforts, such as Facebook’s lookalike audiences. However, depending on the information Google knows about them, this campaign will target comparable users rather than your current clients directly.

Similar interests from your seed audience can be used by Google AdWords to match your adverts with other individuals on the Display Network of Google who have similar interests.

Enhance your Google AdWords campaign.

Using Google AdWords successfully is challenging. However, any company that wants to learn how to market to its user base using search intent and a range of additional targeting choices and placements may benefit from the Google Ads platform.

You now have a better idea of what the Google Ads platform can offer, what to anticipate from the various campaign kinds, and how they integrate with the remaining components of your marketing system.

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