The Map to Google Campaigns

Choosing the right google campaign is essential to the success of your online advertising. The foundation of a google ad campaign is a goal, which determines which campaign type your ads will inhabit. The campaign type is selected off your marketing goals, brand strategy, and the time investment capabilities you possess.Here


Outlined here are the different campaign selections, and why you might select each type respectively. Discover which campaign is right for you.


Search Campaigns 

Search campaigns are the text ads on google search results pages, displayed after you type an enquiry into the search bar on google. Search campaigns are ideal for allowing you to reach people while they are actively searching for the products and services that you offer. This type of campaign is ideal for driving sales, leads, or traffic to your website, because your ads are displayed to individuals already seeking your products or services.


Why choose search campaigns? The sales and leads they produce achieve results like boosting your online sales and sign ups. They are also very simple to set up with only writing text and keyword selection required there are no special files or assets that need to be created or uploaded. Search campaigns also have very specific targeting, so you can cater them explicitly to customers that covet the products and services you are providing.


Display Campaigns

Display campaigns are image ads on websites. This campaign type allows visually engaging ads to reach people across millions of websites and apps. Escalate the reach of your search campaigns to further locations of the web with a display campaign.


The selection of a display campaign means using visually engaging call-to-actions to drive sales and signups. It also enhances awareness and consideration through creating memorable ads that make people mindful of your brand or consider your product. Expanding your reach beyond search results to target people browsing websites and apps is another attribute of Display campaigns. They are also excellent for remarketing, targeting people who have already seen your ads or visited your site. In selecting this campaign type, you would need to create your visual content first in order to upload it.


Video Campaigns

Video campaigns are the video ads that are displayed on YouTube and other websites. There are nine campaign subtypes within the video campaign umbrella, including:

  • Drive conversions
  • Custom video campaign
  • Skippable in-stream
  • Non-skippable in-stream
  • Bumper
  • Outstream
  • Influence Consideration
  • Ad sequence


Some of these aim to boost the general awareness of your brand, while others are designed to drive conversions or get individuals to shop on your website.


You would select a video campaign if you were requiring awareness and consideration, to expand your reach, remarketing, or for sales and leads through setting up action-focussed ads (drive conversions campaign subtype). This campaign type involves you having already built a fabulous video to upload.


Shopping Campaigns

Shopping campaigns are product listings on google. This campaign type is ideal if you are looking to sell your product inventory as a retailer. These ads appear in the search results and the Google shopping tag. This is also the campaign type you would use if you wanted to promote local inventory, promoting products available at physical locations.


A shopping campaign will work for you if you want sales and leads, getting people to buy from your online store or sign up. For retail marketing, you would use visually engaging product listings to promote your retail products. This campaign type also allows you to boost a nearby storefront, selling your local store inventory to nearby customers. In order to create a shopping campaign, you’ll first need to have a Merchant Centre account where you can upload your product inventory.


App Campaigns

App campaigns are specialised to promote your app on many different channels. This campaign type allows you to find more new app users and increase sales within your app. It uses information from your app to automatically optimise ads across Search, Play, YouTube, Discover, and over 3 million sites and apps.


You would select the app campaign type if you wanted app promotion in terms of driving installs, engagements, and sign ups, for multi-channel marketing, or for easy setup and management through targeting, bidding, and ad creation. There are two types of App campaigns. Firstly, app installs which encourages people to download your app. Secondly, app encouragement which gets existing users to take actions within your app.


Local Campaigns

Local campaigns help you bring people to your physical stores and venues. These ads are automatically optimised to appear across Search, Display, Google Maps, and YouTube. In order to access the Local Campaign type, you will need to activate local or affiliate location extensions in your account or have a Google My Business account connected to google ads.


A Local campaign type is optimal for you if you want in-person store sales. In-person store sales come from using the online ads to promote your inventory and bringing shoppers to your physical stores. It also enables you to advertise in-store events and local promotions, help people find your business address and hours through detailed location information, or use multi-channel marketing allowing your campaign to be shown across Search, Display, Maps, and YouTube.


Smart Campaigns

Smart campaigns are an easy alternative to get your ads up and running. All you have to do is enter your business information, create a few ads, and google automates your campaign.


You would select a smart campaign if you were new to google, as google sorts out your ads and targeting and you do not have as much control over the details of the campaign.


When Google Ads is used correctly, it speeds up leads and sales. Google Ads has many features that allows the vast diversification of ads, whether it is the campaign type, campaign sub-type, or the elements within each individual ad from creative to targeting. This allows for your unique ads to be highly personalised to your needs, but it can be a little overwhelming if you are new to the setup process.


If you are still worried about optimising your campaigns to their fullest extent, digital marketers like those at Mata Digital are experts in setting up and maintaining anything online marketing, including Google Ads and beyond.