What Are the 22 Types of Google Ads (+ When & How to Use Them)

A successful online advertising strategy is essential to any business that wants to succeed in the digital space, and Google Ads are one of the most powerful ways you can reach your target customers. From display ads, search ads, and video campaigns to remarketing efforts; there’s a lot that can be achieved through investing some time into creating and managing Google Ads.

In this blog post, we're going to look at all the different Google Ads available for you to take advantage of as well as when and how best to use them. Read on and learn more about which type might work best for you!

What You Need to Know About Google Ads Before Starting?

Before diving into the types of Google Ads, it's essential to understand what Google Ads is and what one needs to consider before getting started. Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform.

Unlike traditional advertising, where you pay the cost upfront, with Google Ads you only pay when someone clicks your ad. This platform allows businesses to create ads that appear on Google’s search engine and other Google properties.

Before starting with Google Ads, you need to set clear goals. What do you want to achieve from your ads? More website traffic, increased sales, or brand awareness? Your goals will guide your ads strategy.

Next, research your target audience. Knowing who you want to reach is crucial to designing effective ads. Lastly, consider your budget. PPC advertising entails ongoing costs, and finding a balance between spending and return on investment is key. With this in mind, you're ready to explore the different types of Google Ads. Stay tuned!

What Are the Different Types of Google Ads and When Should They Be Used?

Google Ads are a powerful tool for reaching a wider audience and driving traffic to your website. Each type of Google Ad is designed for a specific purpose, so it's important to understand what they are and when to use them.

Here are the different types of ads you can use:

1. Search Ads

Search Ads are the most common type of Google Ads. They appear on the search engine results pages (SERPs) when users are searching for products, services, or information related to your business. These ads are highly effective when you want to reach customers who are actively looking for what you offer. Search Ads can be further classified into:

• ‍Responsive Ads - Responsive Ads are flexible and versatile, adjusting their size, appearance, and format to fit available ad spaces. They are ideal for reaching a broad audience while ensuring your ad looks its best, whether it's being displayed on a mobile device, desktop, or tablet.‍
• Call-Only Ads - Call-only ads are designed specifically for businesses that value phone calls over website clicks. When users click these ads, instead of being directed to a website, they are prompted to call your business, making these ads great for driving direct communication and increasing customer engagement.‍
• Dynamic Ads - Dynamic Ads offer a high level of customization and relevance to potential customers. Google will automatically create these ads based on the content of your website, tailoring them to what users are searching for. This type of ad is particularly effective for e-commerce businesses with large inventories.

2. Display Ads

Display Ads are visual banners that appear on various websites that are part of the Google Display Network (GDN). These ads are ideal for building brand awareness and reaching a wider audience. They allow you to target specific demographics, making them a great tool for reaching your ideal customer base. Display Ads are used to reach potential customers on websites and apps across the Internet. They can come in many formats, including:

• ‍Single Image Display Ads - These ads are comprised of a single image that appears on websites and apps within the Google Display Network. These are effective for creating a strong, impactful visual message to attract your target audience. Heatmap generators can also empower you to optimize ad performance by visually highlighting areas of high engagement, enhancing campaign effectiveness and ROI.‍
• Responsive Display Ads - These ads automatically adjust their size, appearance, and format to fit just about any available ad space across the Google Display Network. They offer increased reach and flexibility, making it possible for your ads to appear in more places and formats.

Image Source: WordStream

3. Video Ads

Video Ads appear before, during, or after videos on YouTube and across the Google Display Network. These ads are perfect for businesses that want to tell a more complex story about their product or service. They can be particularly potent for raising brand awareness and engagement. Here are the different types of Video Ads:

• ‍Skippable In-Stream Ads - These ads play before, during, or after other videos. After 5 seconds, viewers have the option to skip the ad.‍
• Non-Skippable In-Stream ads - These ads have to be watched before your video can be viewed. They can appear before, during, or after the main video, lasting for about 15-20 seconds.‍
• In-Feed Ads - These ads appear in the YouTube feed and search results, providing a unique opportunity to share more information about your product or service.‍
• Bumper Ads - These are short, non-skippable video ads that play before, during, or after another video, and are a maximum of 6 seconds. They are designed to increase brand awareness and reach.‍
• Outstream Ads - These are mobile-only ads that play on partner websites and within apps. They start playing with the sound off, and users can tap the ad to turn the sound on and restart the video.‍
• Masthead Ads - These ads appear at the top of the YouTube homepage, ensuring maximum visibility and reach. They are effective for promoting product launches, big events, or establishing a strong brand presence.

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Image Source: Vibe Creative Marketing

4. Shopping Ads

Shopping Ads are a great choice for e-commerce businesses. They appear in Google Shopping and within search results, featuring an image and price of your product. These ads are perfect for businesses wanting to directly promote their product range and increase sales.

• ‍Product Shopping Ads

Product Shopping Ads are a type of Google Shopping ad that allows you to showcase individual products directly in the search results. They are distinguished by a small 'Sponsored' label and display an image, title, price, and store information for the product. They are generated based on the product data that you submit through the Google Merchant Center. These ads are highly effective for driving traffic to your e-commerce website as they catch the user's eye with their visual nature.

Moreover, since these ads are shown to users who are already searching for similar products, they typically have higher click-through rates and conversion rates. They're perfect for showcasing a specific product and providing direct links to the product page, simplifying the purchase journey for your potential customers.

Image Source: Omnivore

• ‍Local Inventory Ads

Local Inventory Ads are ideal for businesses with physical stores. They showcase your products and store information for nearby shoppers searching on Google. When shoppers click on the ad, they are directed to a Google-hosted page for your store, called the local storefront.

Here, they can view in-store inventory, get store hours, see promotions, and find directions. These ads are highly effective in driving foot traffic to your local stores and increasing sales.

5. Performance Max Ads

Performance Max Ads are the latest addition to Google Ads, offering an automated solution to reach more customers. These ads use Google’s machine learning capabilities to optimize your ads across all of Google’s networks including the Google Search Network, Display Network, YouTube, Gmail, and Discover. Performance Max Ads are designed to help businesses achieve their conversion goals, whether that's driving online sales, generating leads, or driving store visits.

The setup is relatively simple, requiring you to input your creative assets and business goals, and Google takes care of the rest, optimizing your ad placements based on performance. This type of ad is ideal for businesses looking for a hands-off approach to their digital advertising strategy, leveraging Google's artificial intelligence capabilities for maximum reach and results.

Further Reading: 22 Google Ads Automated Rules That Will Make Running Successful Campaign Easier

6. App Ads 

are designed to help promote your mobile app among your target audience. These are divided into two main types:

• ‍App Downloads - App Download Ads are a great choice if your goal is to increase the number of downloads of your mobile app. These ads appear on Google Play, YouTube, Google Search, and within other apps and websites in the Display Network. When users click on the ad, they are taken directly to the app store to download the app. These ads are perfect for businesses looking to expand their mobile app user base.‍
• App Engagement - App Engagement Ads are designed to engage users who have already downloaded your app. These ads can showcase specific features, highlight new updates, or encourage users to interact with your app again. They can appear on Google Search, YouTube, within other apps, and on various websites across the Display Network. These ads are ideal for businesses wanting to increase the usage and engagement of their existing app user base.

Image Source: Google

7. Discovery Ads

Discovery Ads are a relatively new addition to Google Ads, offering advertisers a platform to reach potential customers across Google's most popular feeds including Google Discover, YouTube, and Gmail.

These ads are powered by Google's machine learning and are designed to appear alongside relevant content that the user is already engaging with. Discovery Ads are visually engaging and are typically comprised of a high-quality image, a logo, and a short text. They're ideal for businesses looking to engage new customers, build brand awareness, and drive conversions.

These ads are served to users based on their online activity, making them highly relevant and effective. However, it's important to note that these ads require a Google Ads account and a minimum budget, as well as adherence to Google's ad policies.

8. Local Ads

Local ads are specifically designed for local businesses, like plumbers, locksmiths, or electricians. These ads appear at the top of the Google search results, ensuring high visibility for businesses targeting local customers. When users click on these ads, they can easily see your business's ratings, reviews, and contact information.

Furthermore, Google guarantees these services, which can build trust with potential customers. Local Ads operate on a pay-per-lead basis, meaning you pay for valid leads related to your business and the services you offer. These leads come in the form of phone calls or messages sent through your local ad. This type of ad is a powerful tool for local businesses seeking to boost their online visibility and attract more local customers.

9. Smart Ads

There are mainly two types of smart ads that you can use in your campaigns they are:

• ‍Smart Search Ads‍

Smart Search Ads leverage Google's machine learning capabilities to optimize your ads in real-time, allowing them to adapt to an ever-changing online marketplace. These ads automatically adjust your bids, ad selections, and keywords based on the performance history and goal of each campaign. They are designed to drive performance on high-volume search terms. They are particularly effective for businesses looking to improve their campaign performance and make the most of their budget.‍

• ‍Smart Display Ads‍

Smart Display Ads are designed to maximize conversions by automatically managing your ads across the Google Display Network. Google's machine learning capabilities are utilized to determine the best combinations of your existing images, headlines, logos, and descriptions. The ads are then automatically optimized for performance based on your campaign goal and budget. This AI-driven approach saves time by removing the need for manual adjustments, making these ads highly efficient for businesses looking to streamline their ad management process and boost conversion rates.

10. Local Services Ads

Local service ads come with two distinct badges that can help further build trust with potential customers: Google Guarantee and Google Screened.

• ‍Google Guarantee

It is a program offered by Google that provides customers with a money-back guarantee for jobs booked through local services ads. Businesses that are part of this program have a green checkmark badge displayed on their ad, signifying that Google backs their services.

In instances where the customer is dissatisfied with the work quality, Google may refund up to the amount paid for jobs booked through local services, subject to certain terms and conditions. This badge not only enhances the credibility of the business but also makes the ad stand out in search results.

• ‍Google Screened

Google Screened is another program that signifies Google's trust in a business. Currently, this badge is available for professional service providers such as law firms, financial planning firms, and real estate services. Businesses with the Google Screened badge have passed a business-level background and a business owner background check, thus assuring potential customers of their reliability and trustworthiness.

Both these badges add an extra layer of confidence for customers and can significantly enhance the click-through and conversion rates of your local services ads.

How to Set Up Your Google Ad Account & Get Started?

Setting up your Google Ad Account is the first step towards maximizing your online advertising efforts. If you're new to Google Ads, follow these steps to create your account and prepare your first ad campaign.

a. Create a Google Ads Account

1. Go to the Google Ads homepage.
2. Click on the 'Start now' button if you're new to Google Ads.
3. Sign in with your Google Account. If you don't have one, you'll need to create it.
4. Fill out the basic setup information, including your business’s name and website address.
5. Set your billing information.

b. Create Your First Campaign

1. Select the '+ New Campaign' button in your Google Ads dashboard.
2. Choose the goal that aligns with the main thing you want to get from your campaign, such as more website traffic or increased brand awareness.
3. Select the type of campaign you want to create (Search, Display, Video, Shopping, etc.).
4. Set your audience, budget, and bidding strategies.
5. Create your first ad group and write your first ad.

Remember: Regularly monitor and adjust your campaigns based on their performance. Google Ads offers robust analytics tools that can provide valuable insights into your campaigns, helping you maximize ROI and achieve your advertising goals.

Tips for Optimizing Your Google Ads to Maximize Results

Optimizing your Google Ads campaigns is crucial to ensure you're getting the best return on your investment. Here are some effective tips to help you maximize your results:

1. Use Relevant Keywords

Identify and use keywords that are most relevant to your product or service. The Google Keyword Planner tool can help you find the right keywords. Remember to include long-tail keywords as they can boost the visibility of your ads.

2. Write Compelling Ad Copy

Your Google ad copy should be clear, concise, and compelling. Highlight the unique value proposition of your product or service and include a clear call-to-action (CTA).

3. Optimize for Mobile

Ensure your ads and website are optimized for mobile devices. With the majority of searches happening on mobile, you don't want to miss out on these potential customers.

4. Use Ad Extensions

Ad extensions provide additional information and create more reasons for people to choose your business. They can include additional site links, location information, or click-to-call buttons.

5. Monitor and Adjust Your Campaigns Regularly

Keep a close eye on your campaign performance. If an ad isn't performing well, don't hesitate to adjust or pause it. Use Google Analytics to understand the customer journey and optimize your campaigns accordingly.

Remember, Google Ads isn't a "set it and forget it" platform. Continuous testing, monitoring, and optimizing can help you get the most out of your advertising efforts.

Measuring Performance - Understanding Your KPIs and Analyzing Campaigns

Understanding your Key Performance Indicators (KPIs) and regularly analyzing your Google ads campaign metrics are fundamental for success. These allow you to gauge the effectiveness of your campaigns and make necessary adjustments for improvement.

1. Define Your KPIs

KPIs are metrics that help you measure the success of your advertising efforts. Depending on the goals you have set for your campaigns, your KPIs would include Click-Through Rate (CTR), Conversion Rate, Cost per Click (CPC), or Impressions. For instance, if your goal is to increase website traffic, your primary KPI might be the CTR, while if your goal is sales, Conversion Rate might be your most important KPI.

2. Analyze Your Campaigns

Google Ads provides a wealth of data about your campaigns. To make sense of this data, you need to regularly analyze your ad performance. Look at which ads are getting the most clicks, which have the highest conversion rates, and where your ads are performing best geographically. Understanding these metrics will allow you to refine your strategy and allocate your budget more effectively.

3. Use Google Analytics

Google Analytics is a powerful tool that lets you track your website traffic and measure your advertising ROI. When linked with your Google Ads account, you can analyze customer behavior, measure conversions, and understand which parts of your website users are interacting with most.

4. A/B Testing

Run A/B tests on your ads to see which ones perform better. This involves creating two versions of an ad and testing them against each other. The results can show you what ad elements are working and what needs to be improved.

Remember, the goal is to continuously improve campaign performance. Regularly tracking, analyzing, and optimizing your campaigns based on performance data can help you get the most from your Google Ads spending. Stay committed and keep refining your strategies.

Image Source: Gitnux

Best Practices for Creating Effective Google Ad Campaigns

Creating a successful Google Ad Campaign involves more than just setting up the ad. It requires strategic planning, regular monitoring, and consistent optimization. Here are some best practices to consider when creating your Google Ad Campaigns:

1. Understand Your Audience

Understanding your audience is the first step toward creating effective ad campaigns. Knowing their demographics, interests, and online behavior can help you tailor your ads to match their needs and expectations. Use Google Analytics to gain insights into your audience's behavior and preferences.

2. Use High-Quality Images and Videos

If you're using Display Ads or Video Ads, the quality of your images and videos plays a critical role in attracting attention and engagement. Ensure your visuals are high-quality, relevant, and aligned with your brand image.

3. Incorporate Negative Keywords

Negative keywords prevent your ads from appearing for certain search queries. This can help you avoid wasted clicks, lower costs, and increase the relevance of your ads.

4. Use Location-Based Targeting

Location-based targeting allows you to show your ads to customers in a specific location. This can be a powerful strategy if you're a local business or if your products or services are relevant to a specific geographical area.

5. Test Different Ad Variations

Don't rely on a single version of your ad. Create multiple variations with different headlines, descriptions, images, and CTAs. Monitor their performance and stick with the ones that generate the most engagement and conversions.

6. Review and Refine Regularly

Lastly, continually review your campaign performance and make necessary adjustments. This could involve tweaking the ad copy, changing the targeting settings, or adjusting the budget. Remember, the key to successful Google Ad Campaigns is regular monitoring and optimization. Keep track of your performance and stay committed to refining your strategies for maximum results.

Leverage DashClicks’ White Label Google Ads for Successful Campaign

At Dashclicks, we understand the intricacies of Google Ads. We offer comprehensive white label Google ads services that can help you streamline your online advertising efforts and maximize your ROI.

A. Expert Campaign Management

Our team of certified Google Ads experts will handle everything from setting up your account to managing and optimizing your campaigns. We ensure your ads are reaching the right audience, at the right time, and on the right platform.

B. Strategic Keyword Selection

We delve into extensive keyword research to identify the most relevant and profitable keywords for your business. Our team ensures your ads appear for the right search queries, increasing your visibility and driving quality traffic to your website.

C. Quality Ad Creation

Our creative professionals craft engaging and compelling ad copies that resonate with your target audience. We focus on highlighting your unique value proposition and prompting your audience to take action.

D. Advanced Tracking and Reporting

With Dashclicks, you'll always know how your campaigns are performing. Our advanced tracking mechanisms ensure accurate data collection, and our detailed reports provide insights into your campaign performance, enabling you to make data-driven decisions.

E. Continuous Optimization

We believe in constant improvement. Our team regularly reviews and tweaks your campaigns based on performance data, ensuring your ads are always optimized for maximum efficiency and results.

By partnering with Dashclicks, you can take the guesswork out of Google Ads and focus more on what you do best - running your business. We stay on top of the latest trends and features, applying best practices to your campaigns and helping your business get the most out of Google Ads.

Wrapping Up!

All in all, Google Ads can be a powerful tool for businesses looking to expand their reach and generate leads or conversions. It's important to understand the different types of campaigns available so you know which one is right for your business goals.

Setting up your Ad account, optimizing campaigns, and staying up-to-date on the latest best practices are key steps in making sure you hit your goals.

While there is an initial learning curve with Google Ads, it's worth taking the time to familiarize yourself with how they work so you can make sure your advertising investments are paying off.

Ready to give Google Ads a try? Get in touch with an experienced ads specialist today to get started!