When people think of Google and Google Ads, they think first of search. The search campaign has long been the most used and most effective campaign type in Google Ads (formerly Google AdWords).
However, Google has evolved its advertising platform and other campaign types have been integrated. These campaign types have improved in value over time and now offer positive return in many cases. While search campaigns are still king, these other campaign types should be considered. Below is a quick overview of each campaign type.
Search
Since its launch, Google Ads has offered search campaigns. While the campaign has evolved, the high-level campaign structure is largely the same. Advertisers target keywords with text ads that are shown in the Google SERPs (Search Engine Results Pages) and on Google search partner sites. Popular targeting options include location, demographics, audiences and time/day.
Display
Display is another “old-timer” campaign type having launched in 2005. Display, at its core, allows advertisers to display image and rich text ads across publisher properties within its network. Originally the targeting was a bit clunky and generally delivered poor ROI. Also, the original pricing model was CPM only. But as with search, the campaign type has evolved and targeting is much improved. The retargeting tactic is probably the most widely used and successful way to use display at this time. However, with the advances in targeting other audience types, display has become a much-improved campaign type overall. Display now also includes campaign subtypes “Display – Gmail” and “Display – Smart” A display campaign setting that is unique to shopping is dynamic remarketing. This requires a Google Merchant account with product information.
Shopping
Originally launched as a free shopping network called Froogle in 2002, Google Shopping Campaigns debuted in 2010. Shopping campaigns require a bit of a technology hurdle. Shopping campaigns focus on products and as such, require merchants to upload various product data to Google Merchant Center. Then, the Google Ads account is linked to Google Merchant Center and campaigns can be setup. Shopping campaigns allow advertisers to show rich product information in Google’s SERPs. While Google decides what SERPs to display your product on. You can tune things by adding negative keywords and optimizing the product information in Google Merchant Center. “Smart Shopping” campaigns are a subtype of the shopping campaign. “Smart” campaigns employ standard shopping and display remarketing campaigns. The campaign uses machine learning to hone in on users that are close to a decision.
App
With the huge growth of smart phones and apps, Google launched App campaigns in 2015. App advertisers can link their Google Play Store to their Google Ads account and create App campaigns. App campaigns create final ads on the fly from ad components delivered by the advertiser (similar to responsive ads). Users define the desired app to advertise, deliver ad assets (text, image, video), language, location, bid and budget. Google then takes over and automates the targeting process. The App campaign covers most networks. Ads can appear in Google Search, Google Play, YouTube, Google Display Network, AdMob, and Google Discover.
Video
After purchasing YouTube in 2006, Google moved quickly to monetize the content by offering overlay ads in 2007 and video ads in 2008. The current Video campaign offers many types of ad formats that are displayed on YouTube and Google Video Partner websites & apps. Ad content must be hosted on YouTube. Various ad formats include Skippable in-stream, Non-skippable in-stream, Video discovery, Bumper, Outstream and Masthead. A campaign subtype unique to shopping is the TrueView for Shopping. To create this type of account, advertisers must link both YouTube and Merchant Center accounts to Google Ads.
Discovery
The newest campaign type, Discovery first came on the scene in 2019 and was launched to all advertisers in May of this year. The Discovery campaign type is generally just a Display campaign subtype. What makes discovery unique from Display is that Google is aggressively looking to leverage its machine learning capabilities. Ads are limited to a couple formats (“Discovery” and “Discovery Carousel”) that are largely like responsive ads. Google builds ads on the fly and machine learning optimizes to display the best ad pieces over time. The campaign also allows Google to further monetize Google Discover, as ads are shown there. Ads may also be shown on YouTube Home & Watch Next or Gmail Promotions & Social tabs.
Hotel
A niche campaign type for sure. Hotel campaigns are just as the name describes. Hotel advertisers can link their Hotel Center account to Google Ads to run hotel campaigns. Hotel campaigns deliver dynamic ads that appear after searches on Google Search, Google Maps or Google Assistant. Similar to Shopping ads, Hotel data must be uploaded to the Hotel Center account. The ads appear in a hotel booking module on the various Google properties. Originally launched as Google Hotel Finder in 2011, Google launched the campaign type in 2018.
Smart
Smart campaigns are meant for small businesses with little time and/or Google Ads knowledge. These campaigns allow an advertiser to create ads to reach users in then local area. Advertisers do not need a website to launch a Smart campaign. Smart campaigns can deliver users to a company’s Google Maps listing. Google launched the Smart campaign in 2018 in order to create an easy, nearly automated solution for small businesses and as another way to drive interaction with Google Maps.