Google Ads Explained (Part 3)

Ad Campaign Types: Search, Display, and Video (and a note on Location…)

You can select from one of three campaign types on Google Ads: search, display, or video. Let’s cover the optimal uses for each and why you might choose one over the other.

Search Ads

Search ads are text ads that are displayed on Google results pages. As an example, a search for “build a marketplace” returns sponsored results, or ads, like these:

The benefit of search ads is that you’re displaying your ad in the place where most searchers look for information first — on Google. And Google shows your ad in the same format as other results (except for denoting it as an “Ad”) so users are accustomed to seeing and clicking on results.

Responsive Search Ads

Responsive search ads allow you to enter multiple versions of headlines and ad copy (15 and four variations, respectively) for Google to select the best performers to display to users. With traditional ads, create one static version of your ad, using the same headline and description each time. Responsive ads allow for a dynamic ad that is auto-tested until you arrive at the version that is best suited for your target audience — for Google, that means until you get the most clicks.

Display Ads

Google has a network of websites in various industries and with an array of audiences that opt in to display Google Ads, known as the Google Display Network. The benefit to the website owner is that they’re paid per click or impression on the ads. The benefit to advertisers is that they can get their content in front of audiences that are aligned with their personas. These are typically image ads that draw users attention away from the content on the webpage.

Additional options for Display Ads include shopping campaigns and app campaigns, which are displayed on search engine results pages.

Video Ads

Video ads are displayed before or after (and sometimes in the middle of) YouTube videos. Remember, YouTube is a search engine, too. The right keywords will place you in front of a video, disrupting the user’s behavior just enough to grab their attention.

A note on Location…

When you first set up your Google Ad, you’ll select a geographical area where your ad will be shown. If you have a storefront, this should be in a reasonable radius around your physical location. If you have an ecommerce store and a physical product, your location should be set in the places where you ship. If you provide a service or product that is accessible worldwide, then the sky’s the limit.

Your location settings will play a role in placement. For instance, if you own a kitchen showroom in Birmingham, someone in Manchester that enters “kitchen showroom” will not see your result, no matter your AdRank. That’s because Google’s main objective is to display the most relevant results to searchers, even when you’re paying…

Up next in Part 4… Reasons why your Google Ads aren’t working…