Google is constantly updating Google Ads with lots of new features. Major updates are done in types of campaigns in Google Ads.

Earlier, there were only five campaigns in Google Ads, now Google has added three new campaigns through which it has become more easier to reach your Relevant and Authentic users.

In this article, we will be discussing about eight types of campaigns in Google Ads with practical key points so that it can be easier for you to promote your business accordingly.

8 Types of Campaigns in Google Ads are:

  1. Search Campaigns
  2. Display Campaign
  3. Video Campaign
  4. App Campaign
  5. Shopping Ads Campaign
  6. Local Campaign
  7. Smart Campaign
  8. Discovery Campaign

Search Campaigns in Google Ads

Search Campaigns are basically the Text Ads shown on Google SERP(search engine result page). These types of Campaigns in google ads are generally used for Lead Generations & Ecommerce Sales for a particular targeted area.   

Serving of Search Campaigns

Search Ads are only triggered on the basis of Relevant Keywords like if a search query on SERP comes & if your search campaign contains that related keyword then your Ad can be triggered on that query. That’s why it’s recommended to have 10-12 relevant keywords in your search Campaign which are exactly matching your Business or purpose of Running Ads.

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Search types of campaigns in google ads

Choosing Appropriate Location Areas for Search Campaigns

You can easily set the relevant locations to which you want to Serve your Search Ads. You can choose the areas to which you are providing your business services.

For Example if you are selling any product or generating leads for your business established in a particular Country, state or city then you can easily select that area in your Search Campaign so that the Search Ads can only be served in your target location and you can get the relevant audience. 

Selecting Target Location in a Search Campaign is a must recommended thing as it can help you to reach your relevant audience without wasting money.

Targeting Relevant Audiences on Search Campaigns to increase your conversion

You can select your Targeting Audience in the Search Campaign according to their Interest & Behavior which helps to narrow down your sales funnel. It is recommended to target the lower funnel audiences with buying intent to get more conversions on your Search Ads, whether in the form of sales or lead generation.  

Choosing the Right Bidding Strategy according to your Business goal

In Search Campaign you can set your Bid Strategy according to the goal you have chosen at the time of creating the Campaign. It can be Manual or Automated. Some of the Bidding Strategy mainly used in Search Campaign are CPC(Cost per Click), CPA (cost per action), Target ROAS (return on ad spend), Maximize Conversions, Maximize Conversion Value. Bidding Strategies helps Google to understand your concern for running the campaign according to the Goal.

Display Campaigns in Google Ads

Display Campaigns are the Image & Text Ads which appear on different websites listed on Google Search Engine. Mainly this kind of Campaign contains Banner images of different sizes with data according to your business. The main purpose of running this Display Campaign is for creating a Brand Awareness of Business.

Serving of Display Campaigns

Display Campaigns main Goal is to create a Brand Awareness of Business to the people who are interested in the product or services you are selling or providing. In Display Campaign we just need to create attractive Banner Images which shows our Business Product or Service in a very Professional Way. You can easily increase the CTR Rate of your Display Campaign with the help of attractive graphics & Targeting Interest Based Audiences.

Choosing Appropriate Location Areas for Display Campaigns

In Display Campaigns also we need to provide the Location or areas information to which we want Our Ads to be served. Generally We need to choose only those areas to which we are selling the products or generate leads but in Display Campaigns we can increase our areas for Brand Awareness and can increase our Business areas.

Targeting Relevant Audiences in Display Campaigns to increase your conversion

You can target a relevant interest-based audience in Display Campaign so that you can show the Display Ads to the users who are interested in the products or services which you are selling so that they can be attracted. In marketing words you can say that, through Display Ads we push our services & products to the interested users and can also generate the need to customers.

Choosing the Right Bidding Strategy according to your Business goal

In Display Campaign you can set your Bid Strategy according to the goal you have chosen at the time of creating the Campaign. It can also be manual or Automated. Some of the Bidding Strategy mainely used in Display Campaign are CPC(Cost per Click), CPA (cost per action), ROAS (return on ad spend), Maximize Clicks, CPM (cost-per-thousand impressions).

Choosing the right Bidding Strategies helps Google to understand your concern for running the campaign according to the Goal.

Video Campaigns in Google Ads

Video Campaigns are generally the video ads which are served on the YouTube platform. Again these are mainly used for creating a Brand Awareness for your Business. It requires a Good quality & attractive Video Content also a YouTube channel where the video can be published for running the Video Campaign. Video Ads are mainly divided in two Categories, one is Skippable Ads and the other one is Non-Skippable Ads.

Nowadays, Video Campaigns are recommended for Brand Awareness as most of the Users spend a good amount of time on the Youtube platform.

Video types of campaigns in google ads

Location, Placement & Keywords for Video Campaigns

You can easily set the Location areas in Video Campaigns to which you want to Serve the video Ads for getting more interaction on your Website. It means that the Ads will be shown only to the people who are currently living in your targeted location.

Placement is an added feature in Video Campaigns where you can also select the particular channels for getting the relevant traffic related to your products & Business. You can manually add the list of channels which can give you genuine traffic.

Keywords are the related words for your Business & product. You can also add the number of related keywords on the basis of business category & product in the  video Campaign for selecting an interested audience.

Targeting Relevant Audiences in Video Campaigns

In video campaigns you can select your interest based audience as like Search & Display campaigns but in this the audience can also be selected on the basis of:-

Age group

Gender

Income

Choosing the Right Bidding Strategy according to your Business goal

In a Video Campaign you can set your Bid Strategy according to the goal you have chosen at the time of creating the Campaign. There are fewer Bidding options in Video campaigns as its main goal is Brand Awareness & Brand Consideration. For video ads, if you want to increase views or interactions with your ads, you can use CPV(cost-per-view) or CPM(cost-per-thousand impressions) bidding.

Choosing the right Bidding Strategies helps Google to understand your concern for running the campaign according to the Goal.

App Campaign in Google Ads

App Campaigns are mainly designed for promoting the application of your business or service for “App installs,” “App engagement,” and “App pre-registration (Android only). This is just a kind of App promotion for better interaction with users. For App Campaigns it requires ad text ideas, videos, images, and other content from your app’s store listing to design a variety of ads across several networks. 

This is an example of App promotion through App Campaign in Google Ads.
The first link shown in image is the example of App Campaign in Google Ads.

Choosing Appropriate Location Areas for App Campaigns

In App Campaigns also we need to provide the Location or areas information to which we want Our Ads to be served. Generally We choose only those areas to which we are selling the products or want to generate leads but in App Campaigns we can increase our areas for App Promotion.

Choosing the Right Bidding Strategy according to your Business goal

In an App Campaign you can set your Bid Strategy according to the goal of App Promotion at the time of creating the Campaign. There are fewer Bidding options in App campaigns as its main goal is App promotion through App Install, App  engagement. For App Install ads, if you want to increase the number of downloads with your ads, you can use Target cost per install & Maximize conversions bidding. For App Engagement ads, if you want to increase interaction of the existing users of your app, you can use Target cost per action bidding.

Choosing the right Bidding Strategies helps Google to understand your concern for running the campaign according to the Goal.

Shopping Ads Campaign in Google Ads

Shopping Campaigns are used to sell & promote particular products with Images on Google Search & Display Network. Shopping Ads are used by E-commerce Websites for promotion of their products of different categories. For running a Shopping Campaign you must have to create an account in GOOGLE MERCHANT CENTER, after creating the account you need to upload some product details like:-

  • ID – the ID you use to uniquely identify your product
  • Title – the name of your product; this will be the text that is shown when your ad is served
  • Description – this text describes your product and will be shown when your ad is clicked
  • Product category – choose from Google’s predefined categories
  • Product type – defined by you
  • Link to item’s page on your website
  • Availability status (in stock or not)
  • Price
  • Sale price

Then you need to Link your Google Ads Account with your GMC(Google Merchant Center) Account, after that you are eligible to run Shopping Ads.

Shopping Campaigns are the best performing ads for any e-commerce websites with different product categories as you can maintain the maximum ROAS(Return on Ads Spent) through Shopping Ads.

Serving of Shopping Ads Campaign

Shopping Ads are only Triggered on the basis of Product Title & Description. Google algorithm automatically checks the related keywords of search query in your Product Title & Description and according to the relevancy it displays the Ads position. You need to add the relevant trending keywords after a good research.

Types of Shopping Ads Campaign

There are two types of Shopping Campaign:-

  • Standard Shopping Campaign- It provides a manual command on the Campaign where you can easily Optimize it according to your Research & Analysis theory. You can also check the search terms on which your Shopping Ads have been triggered and if it is found irrelevant, then you can add them in a negative match. After that it will never be triggered on that same irrelevant keyword.  
  • Smart Shopping Campaign- It works on the algorithm of Google’s AI(Artificial Intelligence) where Google automatically decides the serving of your Ad so you just need to start the Campaign and the optimization part is handled by Google’s Algorithm.

Choosing the Right Bidding Strategy

In SShopping Ads Campaign you can set your Bid Strategy according to the goal you have chosen at the time of creating the Campaign. It can be manual or Automated. Some of the Bidding Strategy mainely used in Shopping Ads Campaign are CPC(Cost per Click), CPA (cost per action), ROAS (return on ad spend), Maximize Conversions, Maximize Conversion Value.

Bidding Strategies helps Google to understand your concern for running the campaign according to the Goal.

Local Campaign in Google Ads

Local Campaigns are mainly used to promote the offline stores on GMB (Google My Business) so that when a user searches for that particular store on Google and so on, your Ad will be shown with proper details like phone number, Store Address & other store details. It is the best Campaign to run for the stores who want the offline traffic from their local nearby areas. 

Serving of Local Campaign

Local Ads are only Triggered on the basis of keywords like if some searches for “best jewelry stores in Kanpur”. Google algorithm automatically checks the related keywords of search query & your Text Ad will be shown in GMB listings. You must add the relevant trending keywords after good research while creating the Heading & Descriptions of Local Ads. Generally Local Ads appear on Google Search Network, Google Display Network, Google Maps, and YouTube.

Bidding Strategy for Local Campaign

In Local campaigns we use Maximize conversion value bidding. This bid strategy mechanically maximizes the conversion value of store visits, decision clicks, or driving directions for your campaign supported by your average daily budget.

Smart Campaign in Google Ads

Smart Campaigns are basically similar to Search Campaigns, Smart Ads are triggered on the basis of Relevant Keywords like if a search query on SERP comes & if your smart campaign contains that relevant keyword then your Ad can be triggered on that query. The only difference between Search Campaign & Smart Campaign is that, you can optimize your Search Ads manually and can remove the irrelevant search terms but Smart types of Campaign in google ads works on Google Algorithm where Google’s AI automatically handles the optimization part.

Serving of Smart Campaign

Smart Campaigns basically work on the Keyword theme where you can create different Smart Campaigns according to your business categories with different keyword theme functions. Generally Smart Ads appear on Google Search, Google Maps, YouTube, Gmail, and Google partner websites.

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Smart types of campaigns in google ads

Bidding Strategy for Smart Campaign

In the Smart Campaign, you need to choose Smart Bidding Strategies(Automated Bidding). Bidding Strategy mainly used in Smart Campaign are Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, and Enhanced CPC. Bidding Strategies helps Google to understand your concern for running the campaign according to the Goal.

Discovery Campaign in Google Ads

Discovery Campaigns can help you to reach about 3 billion customers across Google feed to achieve your marketing goals. Through the Discovery Campaign you can find ideal customers from a Single Campaign by just adding some relevant Headline text, quality images and logo of your business. Discovery Ads can be used to lead generation, drive sales or increase website visits.

Serving of Discovery Campaign

Through Discovery Campaigns your Ads can appear in the Google Discover feed (like Android Google apps), also on the YouTube feed of mobile & in Gmail under the promotions & social tabs. Google optimizes Display Campaigns through machine learning. So it can help you get the most relevant and authentic Traffic.

This is an example of Discovery Ads through Discovery Campaign in Google Ads.
Examples for Discovery Ads placement through Discovery Campaign in Google Ads .

Bidding Strategy for Display Campaign

In Display campaigns we can use Maximize conversions bidding or Target CPA to optimize our campaign bids and can achieve our marketing objectives. This bid strategy mechanically maximizes the conversion value of store visits, decision clicks, or driving directions for your campaign supported by your average daily budget. Target ROAS bidding is under the trial method for Discovery campaigns.

These all are the 8 types of Campaigns in Google Ads with practical working key points through which we can easily get our relevant traffic according to our Business category.

8 Types of Campaign in Google Ads
Through this blog we are providing information about types of Campaign in Google Ads to the users.

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