It’s a well known fact that Google Ads is one of the best tools a marketer can use, but knowing how and when to use the countless features the platform offers can prove to be challenging to even the most experienced marketer. In this article, we’ll break down some of the top campaign types Google offers and what the most appropriate use for them is.  

Search Campaigns

Search campaigns, as you could assume,  let you reach people while they’re searching on Google for the products and services you offer. Using keywords (words or phrases that show your ads when searched on Google) you can pose your business as the answer to a question, solution to a problem, or even the better alternative to a competitor.

Search campaigns are  great for driving sales, leads, or traffic to your website since they allow you to target users who are actively searching for your product or service. They’re versatile, don’t require creative or extensive copywriting, and work with just about any business so long as you have a website to link to.

Display Campaigns

Display campaigns let you reach people visually as they browse across and engage with websites and apps. Display is a great way to expand the reach of your Search campaigns to other parts of the web aside from just the Google search page. Display ads also allow you to follow up with remarketing ads to new and existing customers.

Display ads are great for sales or leads when using visually engaging call-to-actions to drive conversions. They can also be used for awareness and consideration by creating memorable ads to make people aware of your brand, consider your product or just expanding the reach of your business. 

Video Campaigns

Video Campaigns allow you to show video ads on YouTube and other websites. They can help you boost general awareness of your brand or provide alternative content for users to engage with. They can be  designed to drive conversions, provide information or just show off the creative side of your brand

Video Campaigns work well for awareness, generating exposure and consideration for your brand. They can also be used for sales by setting up action-focused video ads that encourage users to take action or retarget users that didn’t fully convert.

There are seemingly endless ways to advertise on Google but these three campaign types are the most straightforward and in our opinion, the highest converting. Google Ads is an invaluable tool for any marketing campaign and should be utilized by anyone looking to advertise digitally.