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Types of Google Ads and when to use them

Google Ads are an effective way to get your business in front of people who are actively searching for what you sell. And, unlike other advertising formats that charge you for the number of eye balls who see your ad, Google Ads only charge you when someone clicks on your ad.

Before you start running Google Ads you will need to:

  • Have a specific page on your website that you want people to go to.

  • Research relevant keywords that you want to target.

  • Have Google Analytics and Google Tags on your website to help with analytics.

Setting your Google Ads goal

When you create a new campaign, you'll be asked what your goal/objective is. Depending the page you want your ad to go to, you'll select one of these goals:

  • Sales - Use when you want to promote a specific product or service. Great for online sales.

  • Leads - Great when you want someone to take an action and give you their contact information (i.e. demo requests, eBooks, etc.)

  • Website traffic - Use this when you want people to visit your website.

  • Product and brand consideration - Use this when you want people to explore all of the products or services you offer.

  • Brand awareness and reach - Use this when you want to get your business in front of as many people as possible.

  • App promotion - Great to use when you are promoting an app.

  • Local store visits and promotions - Use when you have a physical store that you want people to visit.

Depending on the goal you select, you'll be prompted with different actions to take before you begin to create your ad. These prompts will help Google better understand your business and provide you with better analytics.

Types of Google Ads

When it's time to create your Google Ad, you'll have several types to choose from.

  • Search campaigns are text ads that appear as a sponsored search result in relevant keyword searches. These ads appear like a regular search result and can help you compete with larger brands who rank higher in the search results.

  • Display campaigns are image and text ads that appear on 3rd party sites within Google's network. They're a great way to extend your brand awareness and reach.

  • Video campaigns allow you to run video ads on YouTube and expand your reach.

  • App campaigns use information from your app to optimize your Google ads across search, Google Play, YouTube, and other sites to expand awareness for your app and increase subscriptions.

  • Local campaigns help bring more people to your physical location and are great when you're promoting local and in-store sales.

  • Smart campaigns automate your campaign and get your ads up and running faster.

  • Performance Max campaigns are goal-based and optimize based on achieving goal milestones.

  • Shopping campaigns provide product listings on Google and are great for e-commerce sales.


Google Ads are an effective way to target specific customers who are interested in what they offer, but Google Ads do require a lot of time and attention to improve their effectiveness. Our marketing professionals having been helping businesses of all sizes manage their Google Ads and achieve their goals. If you're interested in learning more about Google Ads and how we can help, let's schedule an introductory meeting.

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