what you can realistically expect from them. That way, you’ll understand exactly what the platform can do for you .
Contents hide
1 18 Types of Google Ads
2 Search Ads
2.1 Google Branded Search
2.2 Google Unbranded Search Ads (General)
2.3 Non-branded search (niche)
2.4 Competitor Search Campaign
2.5 Google Shopping Ads (Branded)
2.6 Google Shopping Ads (Unbranded)
2.7 Google Performance Max
2.8 Dynamic Search Ads
3 Display advertising
3.1 Topics/announcements of interest
3.2 Context
3.3 Managed Placement
4 Video advertising
4.1 In-feed video campaigns
4.2 In-stream advertising
4.3 Bumper Advertising
4.4 Must-Have Ads
5 Other Types of Google Advertising
5.1 Remarketing Ads
5.2 Lookalike Audience Campaigns
5.3 Google App Campaigns
6 Optimize your Google Ads campaign
6.1 Related publications:
18 Types of Google Ads
Google Branded Search
Unbranded Google Search (general)
Non-branded search (niche)
Competitor Search Campaign
Google Shopping Ads (Branded)
Google Shopping Ads (Unbranded)
Google Performance Max Ads
Dynamic Search Ads
Topics/announcements by interests
Contextual advertising
Managed Advertising Placement
Video campaigns in the feed
In-stream advertising
Bumper advertising
Ads in musthave
Remarketing ads
Lookalike Audience Campaigns
Google App Campaigns
Google Ads has a lot in common with many other paid digital advertising platforms. It uses a pay-per- click ( PPC ) model, meaning you only get paid when someone visits your site . You can set flexible budgets (starting at $5), target audiences based on specific behaviors and demographics, and get quick, measurable feedback on campaign results. But what makes Google Ads uniquely appealing is the ability to reach consumers in three different ways: search advertising , display advertising , and video advertising . Here, we’ll look at the types of campaigns you can run within these three categories.
Search Ads
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Consumers typically use search engines , as opposed to social media , for specific purposes: finding answers, solving problems, or searching for specific products or services. This makes Google a powerful marketing channel for a wide variety of businesses. You can determine how to advertise on Google based on the average monthly search volume for a particular term, the estimated cost per click, and other data that Google makes publicly available. You can run search ads that promote your products and services directly in the search results for a specific term, and even narrow your target audience to users in a specific geographic area. Let’s say you sell a plant-based protein powder. More than 200,000 people search for “protein powder” on Google every month, but far fewer search for “vegan protein powder.” Google will let you bid on your brand’s ads on both phrases separately, but the more specific search term will likely convert better because it’s more relevant to your product. You can create text ads that appear in search results with the word “Ad” in a small box, or Google Shopping feed ads that display key shopping information like product photos , prices, and ratings, making them ideal for many eCommerce brands . Let’s take a look at the different types of search ads:
Google Branded Search
Goal: Capture searchers actively searching for your brand by name.
Relevance to Audience: High. (They're looking for you.)
Estimated cost per click : Low (25¢ to $3).
Recommended for: All businesses , regardless of size or industry, are likely to make sales when their specific brand is featured in search queries. Prioritize this campaign if resources allow.
Branded keywords include the exact name of a brand or product. For example, “Apple phone” or “iPhone” are branded keywords for Apple . You might not think to bid on your own brand name, especially if your site already appears organically at the top of search results , but it allows you to promote specific information (using Google ad extensions ) and target the exact page you want people to land on. It also protects you from competitors who may be bidding on your name or other branded keywords. The CPC for branded search is typically lower than for any other search campaign because your URL and your ads will be highly relevant to users searching for you. At the same time, be wary of your ad appearing for similar but irrelevant keywords . In the Apple iPhone ad example , you would exclude keywords like “apple picking” or “apple cider,” or even “how to upgrade my Apple iPhone,” and narrow your target audience using relevant keyword match types and negative keywords. Because your sales ceiling through branded search depends on how many people are actually searching for you, branded search campaigns can complement brand awareness campaigns. For example, a store opening or a viral video on Facebook can lead to an increase in searches for your brand name.
Ease of Implementation: This type of campaign can be difficult to implement if you’re not familiar with search marketing. It may require hiring an agency or in-house resources. However, branded search isn’t that labor-intensive to manage , so make it a priority if you can.
Google Unbranded Search Ads (General)
