The Different Types of Google PPC Advertising & How To Use Each One
Google Ads is an advertising platform by Google that allows you to display ads on search engine results pages and other websites. There are many different types of pay-per-click (PPC) advertising available within Google Ads, each with its unique advantages and disadvantages.
At Pix-l Graphx we’re an award-winning digital marketing agency that’s helped hundreds of clients navigate the different types of Google ads so that they can get the most out of their digital advertising campaigns.
In the following article, we’ll look at the different types of PPC advertising offered by Google and break down which ones are best for you!
The Different Types of Google Ads
The Google Ads Platform offers a wide range of different google ads campaign types. The six we’ll be discussing today are search ads, display ads, video ads, shopping ads, remarketing ads, and app campaigns.
For businesses with an online presence, advertising with the Google Ads Platform can effectively reach potential customers. The type of ad you choose will depend on your business goals and marketing budget. Google search ads are well-suited for businesses looking to generate leads or sales from people who are actively searching for what they offer. Google display and video ads can be effective for building brand awareness or promoting special offers. And Google shopping ads are ideal for businesses selling physical goods online.
If you’re thinking about using Google Ads for your business, it’s important to understand the different types of Google ads available and how they can best be used to achieve your marketing goals.
1. Google Search Ads:
Google search ads are the most common type of PPC advertising on Google. After all, the Google search network is massive; sometimes beyond our comprehension. Billions of people search Google for everything, every second of the day, every day, providing marketers that take advantage of search campaigns an unlimited well of potential customers.
A Google search ad appears when someone searches for a specific keyword or phrase that you’ve targeted, and they allow you to place an ad directly in front of potential customers without having to wait for them to find your website organically. This type of advertising is effective because it puts you right in front of the people who are already looking for what you have to offer.
Even under the umbrella of Google search ads, there are different categories:
- Responsive Google Search Ads: Responsive search ads allow you to create multiple versions of an ad and let Google decide which version is most effective.
- Expanded Text Ads: Expanded text ads are the traditional type of search ad that allows you to include more text than the old standard text ads.
- Call Ads: Call ads allow you to include a click-to-call button that makes it easier for potential customers to reach out and contact you directly from a Google ad campaign.
- Dynamic Google Search Ads: Dynamic Search Ads are a type of search ad that targets potential customers based on the content of your website. With Dynamic Search Ads, you don’t have to create individual ad campaigns for each keyword; instead, Google will generate ads automatically based on the content of your page and target them to users who enter related searches into Google. Incredible!
2. Google Display Ads:
Google display ads are graphical advertisements that appear on other websites within the Google Display Network, which is made up of millions of different websites, from small blogs to large news outlets. Google Display Network ads can be used to reach specific audiences based on demographics, interests, and other criteria. Unlike Google search ads, they don’t rely on someone searching for a specific keyword or phrase. Display ads are a great way to get your product or service in front of a wide audience and generate more brand awareness.
There are two types of Google Display Ads:
- Single Image Display Ads: these are simple graphical advertisements that appear on other websites.
- Responsive Display Ads are a type of display ad that uses machine learning to automatically create the best-performing ads based on the images and copy you provide!
3. Shopping Ads:
Google shopping ads, also known as Product Listing Ads, are specifically designed for retailers and eCommerce sites to showcase their products. These ads feature an image of the product, a short description, and a link to the retailer’s website where it can be purchased. Google shopping ads are great for e-commerce retailers who want to increase sales by making their products more visible in Google Search.
There are four types of Google Shopping Ads:
Product Shopping Ads: These are ads that feature a product image, price, and other details. They’re typically used to promote a specific product or line of products.
Dynamic Shopping Ads: Dynamic shopping ads use machine learning to automatically generate relevant ads based on the content of your website. This type of Google ad campaign is great for retailers who want to make sure their entire catalog is being promoted in the right way.
Showcase Shopping Ads: Showcase shopping ads are a type of ad designed to promote a brand rather than individual products. This type of ad is great for retailers who want to increase brand awareness and introduce potential customers to their product range.
Local inventory Ads: Local inventory ads are a type of Google ads that allow retailers to showcase their products to local customers. This type of ad is great for retailers who have physical stores and want to attract people who are nearby.
4. Video Ads:
Video ads are becoming increasingly popular and are a great way to capture potential customers’ attention. Video ad campaigns appear before, during, or after YouTube videos and can often be tailored to target specific demographics.
Why Video Ads Work?
Video ads work because they’re an effective way to convey a message quickly and efficiently and can be used for both branding purposes or direct response campaigns. Video ads featuring a well-produced video, trailer, commercial, or any other type of video ad can also have the benefit that they’re often more entertaining than other types of PPC ads, which can make them more memorable for potential customers.
5. Remarketing Ads:
Remarketing ads are targeted toward users who have already visited your website or interacted with one of your other ads. These ads allow you to keep your brand in front of potential customers and remind them of what you can offer.
The Benefits of Remarketing Ads
Remarketing ads are a great way to increase conversions, as they’re targeted toward people who have already expressed an interest in your product or service. This type of ad is also highly cost-effective and can be used to re-engage potential customers who may have dropped off during the purchase process. Additionally, remarketing ads can be used to upsell or cross-sell products and services.
6. App Campaigns
App campaigns are a type of Google ad specifically designed to promote mobile applications. These ads usually appear as text or banners on other websites and apps and can be used to encourage people to download your app or use specific features within it. App campaigns allow you to target potential customers based on their device type, interests, and other criteria.
How to Use Each Type of Google Ads to Reach Your Target Audience
Now that you understand the different types of Google Ads available, it’s time to figure out how best to use them to reach your target audience. Each type of ad has its own unique strengths and weaknesses, so it’s important to consider which type is most likely to achieve your goals.
For example, if you’re looking to increase brand awareness, then video ads and Google Display Network campaigns might be the way to go. If you’re looking to drive direct sales, then shopping ads and dynamic search ads are likely your best bet. If you already have recurring customers that visit your site consistently, then adding remarketing ads can help you keep customers happy and buying. No matter which type of ad you choose, it’s important to think about how you can use it to reach your target audience in the most effective way possible.
Creating a successful PPC campaign can be tricky, but with the right strategy and an understanding of the different types of Google Ads, you can create an ad campaign that will help you reach your business goals.
What factors should you consider when choosing which type of ad to use?
When choosing which type of ad to use, businesses must first consider their target audience. Different age groups, genders, and cultures will respond differently to various types of advertising. For example, older adults are more likely to be influenced by ads that feature celebrities or endorsements from people they trust, whereas younger people are more likely to be swayed by ads with humor or shock value.
Additionally, businesses need to think about the ads’ objectives. Are you trying to increase brand awareness, generate leads, or make a sale? The answer to this question will determine which type of ad is most effective. Finally, you’ll need to consider your budget. Some types of advertising, such as television commercials, can be quite expensive, while others, such as online display ads, are relatively affordable. By taking all of these factors into account, you can choose the best type of ad for your business.
Examples of businesses that have used different types of Google Ads successfully
One business that has had success with Google Ads is Amazon. Amazon used Google Ads to promote its Prime Day sale, and as a result, they saw a significant increase in traffic and sales. Another business that has used Google Ads successfully is Zara. Zara used Google Ads to target potential customers who were searching for similar products.
As a result, they increased their brand awareness and reached a larger audience. Finally, eBay has also used Google Ads to great effect. eBay ran ads that promoted discounts on certain items, and as a result, they saw an increase in traffic and sales.
These are just a few examples of businesses that have used different types of Google Ads successfully. And, if you didn’t notice, all examples were from huge brands with unlimited marketing budgets. Don’t let this deter you. That’s the best part of Google ads in the Google Display Network. Anyone can learn and master all the different types of ads and marketing strategies — from a small local business providing a service, to a niche e-commerce site selling novelty tee shirts and accessories, to a comedian trying to grow their Youtube. By using Google Ads, all businesses can reach a wider audience, increase brand awareness, and boost sales.
Tips for creating effective Google Ads that will help you reach your target audience
Google Ads are a powerful tool for reaching new customers, but they can also be complex and time-consuming to create. Here are a few tips to help you get the most out of your Google Ads campaigns:
1. Define your target audience. Who do you want to reach with your ads? What are their needs and interests? Take some time to research your target audience before you start creating your ads.
2. Write effective ad copy. Your ad copy should be clear, concise, and persuasive. Include a call to action that encourages users to click through to your website or landing page.
3. Use relevant keywords. Keywords are an important part of Google Ads, so choose them carefully. Google adwords is a great tool to help you find relevant keywords and optimize your campaigns.
4. Set a budget. Decide how much you’re willing to spend on your Google Ad campaign and stick to your budget. You may need to increase your budget as you test different ad strategies and fine-tune your campaigns while adjusting your Google ads accordingly to get the most out of your budget. Also, don’t forget that all the different Google ads campaign types require different budgets. For instance, video ad campaigns may require outsourcing video production.
5. Monitor your results. Keep an eye on your campaign performance and make changes accordingly. Try testing out the different types of Google ads and landing pages to see what works best for your business and your target audience.
6. Keep it Local (if it helps). Local campaigns benefit companies that provide local services or have an audience specific to a region. For example, if you feel your Google ad campaigns will benefit more in a local market, there’s no need to advertise in Austin if your target market is in Miami.
By following these tips, Think about the terms that potential customers would use when they’re searching for businesses like yours.
So Which Type of Google Ads is Right For You?
It depends. Choosing the right type of Google Ads for your business is a matter of considering your goals, budget, and target audience. First, consider what kind of ad will most effectively reach your customers and achieve your objectives. Once you’ve identified the best type of ad for you, use the tips above to help you create an effective campaign that will help you reach new customers and generate more sales. With the right Google Ads strategy, you can be sure that your business is well-positioned for success.
Don’t hesitate to get started today! If you need help creating effective Google Ads, our team at Pix-l Graphx is here to assist you. Thank you for reading!