The Five Types Of Google Ads

5 google ad types

As I was taking the test to get certified in Display Ads today (not to brag but, I passed with flying colours!), I realised that some people don’t know about the five types of Google Ads currently available on this amazing advertising platform. So, here’s a blog with a quick introduction to the five types of Google Ads which you can choose to use in 2019.

Search Campaigns

These are the ads you’re probably most familiar with. They appear at the top of Google’s results pages, indicated by a little green “Ad” icon. Search Campaigns are our bread and butter and we recommend all our clients run them. 

A Google search text ad consists of text only, with the option to write up to 3 headings (30 characters each), 2 descriptions (90 characters each) and include various ad extensions such as call from ad functionality, sitelinks (direct people to specific pages) and callouts (short, sharp promos e.g. free shipping). You can also create call-only ads and dynamic ads, the latter using Google’s incredible data collection and machine learning to create tailored ads for each search user, optimised to capture that individual click.

Search ads can appear in Google’s other sites such as Google Play, Google Shopping, Google Images and Google Maps (and the Maps app). But they also show on Google’s search partners. This is a network of hundreds of non-Google websites. Personally, we prefer a pure ‘search’ campaign, and tend to turn off the ‘search network’ option.

Display Campaigns

Without knowing it, you’ve seen countless Google Display Ads. Google has a network of millions of websites which sell its advertising space (which you then pay Google for). There are five types of display ads: responsive, uploaded image ads, engagement ads and Gmail ads. They’re all available via the Google Display Network.

Responsive display ads are visual, so you’ll need images. You’ll also upload several versions of your ad text and your logo. Google does the rest, creating perfectly sized ads based on their knowledge of the person who’s about to see it. Uploaded image ads are ads you’ve created yourself – excellent for ultimate control when it comes to how your brand is displayed online. Engagement ads are designed to draw people into the content, in video or image form. Finally, Gmail ads can be found at the top of people’s inboxes in an expandable tab.

Shopping Campaigns

Shopping ads are designed to do just one thing – encourage people to buy. If you’re looking for a new phone via Google, the first ads which pop up are most likely to be shopping ads. Shopping ads appear in the Google Search results but can also be featured on the partner websites and the Google Display network.

To set up shopping ads, you need Google’s Merchant Centre. It’s a more complex setup (and therefore more costly) but once you’ve got it going, this is a powerful way to get every single one of your products right in front of people looking for exactly that item. Conversion rates, as a result, are great for this sort of campaign. We’re fully in Google Shopping Campaigns and have taken (and passed, of course) the exam but are yet to run a campaign. Therefore, we’re currently offering a discounted service for Google Shopping management. If you’re interested in taking advantage of this deal, get in touch!

Google Ad Types

Video Campaigns

This is pretty self-explanatory and I suspect you’ll have seen a wide variety of video ads while online. With video ads, your ads are just that – videos. Of course, Google owns YouTube, so this is a powerful advertising platform which you’ll have direct access to. However, there are also millions of other websites in Google’s Display Network which offer video ads. Video ads come in 5 formats: In-stream ads, Video discovery ads, Outstream ads, Non-skippable in-stream ads and Bumper ads.

In-stream ads run before, during or after content and can be skipped after 5 seconds. Video discovery ads are YouTube only and use knowledge of an individual user to promote your video content when deemed relevant. Outstream ads are shown on partner sites but only on tablets and mobiles. Non-skippable in-stream ads are self-explanatory too but it’s worth noting that these ads can only be 15 seconds in length. Finally, bumper ads are six seconds or less and can’t be skipped either.

Apps Campaigns

Another one which does what it says on the tin. App ads are designed to promote apps and encourage downloads. You can also set your app ads to focus on in-app actions such as purchasing add-ons. Beyond that, if you choose in-app action value, Google targets the most valuable users to maximise your return on investment. 

App ads are short, sharp and sweet. Plus, they’re super easy to make because Google does all the work. Simply feed in a few lines of text which sum up your app, where you want them to appear, your budget and maximum bid and away you go!

Google App Ads can be seen in Google Play, of course. But they can also be found in Google Search (and partner sites), YouTube and the Display Network.

Which Ad Type Is Right For Me?

After reading all this, are you still not sure which ad type is right for you? That’s ok. It may be that you could benefit from several of these ad types. Or perhaps you want to start off with just one. Whatever you are seeking to achieve with paid advertising, Google Ads has an option to suit you. By speaking with us, we’ll be able to help you identify which ad type would be best for your business.


Let’s Meet For A Drink

Are you an ethically minded business trying to make our world just a little bit better? We’d love to meet you. Get in touch with Ruth Lemon Consulting today. We can arrange a time for a phone call or in-person meeting. Don’t worry, there’s no obligation and the lemonades are on us.

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