[2023 Latest] List of Types of Google Ads|Summary of Features and Benefits of 7 Types

There are seven types of Google Ads, including search campaigns and display campaigns. For those who are new to Google Ads, it can be difficult to select the appropriate one from multiple types.

By understanding the types of Google Ads, you will be able to advertise to the distribution destinations that match your company’s products and services. As a result, it leads to improved performance such as impressions and clicks.

Therefore, in this article, we will explain the features, mechanisms, and benefits of each of the seven types for beginners.


Table of Contents

Features and Benefits of 7 Types of Google Ads Campaign Types

Google Ads has 7 types of campaigns. In order to optimize the operation effect for each product or service, it is necessary to use it properly according to the purpose.

Features and Benefits of Search Campaigns

Search campaigns are text ads that appear in Google search results . It is also called “search-linked advertisement” because advertisements that match the user’s search keyword are displayed.

Types and characteristics of search campaigns

The types of search campaigns are:

You can freely change the content of the advertisements displayed on the search results screen by setting options. For example, it is possible to flexibly configure the settings according to the application, such as displaying a phone number that leads to an inquiry, or displaying a list of products and services like a catalog.

Details on standard and dynamic ads available for Search campaigns are below.

standard ad

These are text ads that appear at the top or bottom of the search screen with the word “advertisement” .

If the advertiser sets search keywords in advance, the advertisement will be displayed in the search results.

The contents of the standard advertisement are structured as follows from top to bottom.

  • Ad transition destination URL: Post the page URL you want users to access
  • Ad title: Up to 3 headings of 15 full-width characters (30 half-width characters) can be displayed.
  • Advertising text: Up to 45 full-width characters (90 half-width characters) can be displayed

dynamic ads

Dynamic ads are text ads that automatically generate ad URLs and titles according to search keywords entered by users .

At first glance, it looks just like a regular text ad, but the URL and title of the ad that best matches the search keyword used by the user is displayed.

For example, suppose a user searches for “A Station Tawaman Seismic Design”. When you do so, a title such as “Walking distance from station A | If you’re looking for a high-rise condominium with excellent seismic isolation and earthquake resistance” is automatically generated and displayed along with the URL of the page where the property is listed .

For normal text ads, the title and ad text are all created by the advertiser, but in the case of dynamic ads, the advertiser creates “45 full-width characters (90 half-width characters) x 2” ads. text only. It’s a good idea to keep this ad copy generic and applicable to any title.

3 Benefits of Search Campaigns

There are three benefits to using search campaigns:

  • You can present your company’s products and services as solutions to search users who have problems and worries.
  • Can be placed in a more prominent place than other SEO content
  • Users can efficiently search for products and services that help them solve their problems

Users who use search sites have some kind of worries and issues related to search keywords. If you can present a solution to it appropriately, you will be able to provide the value of resolving the user’s worries.

Features and Benefits of Display Campaigns

Features and Benefits of Display Campaigns

Display campaigns can be delivered to ad spaces on a wide range of websites, including news sites, specialized sites, and blogs affiliated with Google . Since there are many distribution destinations, the advantage is that there are more points of contact with prospective customers.

Features of display campaigns

Display campaigns create responsive display ads.

Responsive display ads are ads that automatically adjust the screen size according to the device used by the user . In addition to the title and ad text, the image and video sizes are optimized and posted on various places such as websites, apps, YouTube, and Gmail.

3 benefits of display campaigns

The benefits of using display campaigns are:

  • Capture the user’s attention and interest by using images and videos
  • Visibility on various web pages increases brand and product awareness
  • Get more traffic to your website with a low budget

Ads with images and videos are much more memorable to users than text ads.

Users who come into contact with paid search ads are aware of their own issues and tend to act proactively. On the other hand, it is mainly users who are unaware of their own issues and concerns who come into contact with display ads. Images and videos are effective in attracting the interest of such users.

In addition, since display ads have a lower cost-per-click than search-linked ads, they can be operated with a low budget.

Features and Benefits of Video Campaigns

A video campaign is a video ad that can be delivered to YouTube search results, fixed ad slots, or inside video content. By posting on YouTube, which has more than 65 million monthly active users in Japan , we can expect to increase brand recognition and increase the number of accesses.

Types and characteristics of video campaigns

skippable in-stream ads

Video ads displayed while video content is playing are called “in-stream ads”. In the case of skippable in-stream ads, the notation “Skip Ad” appears on the screen after 5 seconds of video.

You pay when your video ad is watched for 30 seconds, so there is no cost if you skip it. Ads can be highly cost-effective, but they are less likely to be watched to the end than non-skippable in-stream or bumper ads .

While creating an interesting video so that it can be watched for as long as possible, creative production ingenuity is required to provide the minimum amount of information in the first 5 seconds.

non-skippable in-stream ads

An in-stream ad that delivers 6-15 seconds of video without skipping . While it has the advantage of being able to convey all the information you want to send, if you send it to the same user over and over again, it may be perceived as “persistent”, so you need to be careful.

in-feed video ads

Video ads displayed at the top of YouTube search results, related videos, and on the top page of mobile apps . It consists of a video thumbnail image and some text that plays when the user clicks on it.

outstream advertising

Outstream ads are video ads that appear inside websites and apps within the Google network, not on YouTube. It is not displayed on the PC website.

The video starts when the user scrolls the screen, and the video ends when the user continues scrolling and the screen cuts out. You will be charged for advertising when your video is watched for 2 seconds.

Advertisements can be distributed within Google’s network, which has a wide range of distribution targets, so there are opportunities to reach a wide range of users. However, it should be noted that the audio is muted in the default state, and the audio cannot be heard unless the viewer actively taps.

bumper ads

Bumper ads are short video ads, 6 seconds or less, that appear before the video content on YouTube starts. Users cannot skip videos in the middle. The advantage of bumper ads is that they are sure to be seen, but since the video is short, it is necessary to summarize the message you want to convey in one phrase.

3 benefits of video campaigns

The benefits of video campaigns are:

  • It is easier to leave an impression on users than text ads or banner ads
  • You can expand your reach by taking advantage of the extensive information network of YouTube and Google networks
  • Users may find products and services that solve their potential problems

It is said that the human brain is more likely to remember images than text and images more than images. With video campaigns, you can make a powerful impression on your audience with visuals, music, and memorable phrases .

Features and Benefits of App Campaigns

App campaigns are advertisements that encourage users to install or pre-register their own apps. Delivered on mobile versions of Google-affiliated sites such as the Google search site and YouTube.

App campaign types and features

App campaign types are:

I will explain each type in detail.

app install ads

Ads that encourage new users to install your app . The ad format can include the title, ad text, usage fee, and an app install button. When the user clicks the install button, it is a mechanism that transitions to the application detail page on Google Play.

app engagement ads

These ads are designed to re-approach users who have already installed the app and encourage them to take specific actions within the app . For example, it can be used in a variety of ways, such as prompting users who have not logged in to the app for a while to resume using the app, or promoting the purchase of products and services within the app.

App engagement ads require a minimum of 250,000 installs.

App pre-registration ads

This is an advertisement that can send a pre-registration campaign for the app on Google Play, YouTube, mobile sites within the Google network, etc. It’s effective when you want to find users who are likely to use your app after it’s released.

3 Benefits of App Campaigns

App campaigns have three benefits:

  • Advertisements can be placed with simple settings
  • Create ads with videos, images, HTML5 assets, and more
  • Since it is linked with Google Play, it can encourage smooth actions

App campaigns differ from other campaigns in that you can easily place ads by simply setting the ad text, bid price, distribution area, etc. Therefore, it can be said that even those who are not familiar with advertising operations can easily enter.

HTML5 assets are animated banner ads. With Google Web Designer, a free download, you can create animated ads without any coding knowledge.

Features and Benefits of Discovery Campaigns

About the Find Campaign

Next, we will introduce the features and benefits of the Find Campaign.

Features of the Find Campaign

Discovery campaigns are advertisements that can be delivered to Google Discover, YouTube in-feed, and Gmail, and have the potential to reach 3 billion users worldwide.

With discovery campaigns, you can reach a huge number of users with just one campaign, without having to create multiple campaigns for each distribution surface. The same users visit Google Discover, YouTube, and Gmail many times, so it’s effective when you want to re-approach high-value users.

3 benefits of discovery campaigns

There are three benefits to finding campaigns:

  • A single campaign can reach a wide range of users
  • Encourage product purchasers and video viewers to use the service again
  • Since the bidding method is only automatic bidding, it is easier to adjust bids than other campaigns

Discovery campaigns do not support manual bidding and can only be set by automatic bidding. Automatically optimize your bids to maximize conversions, so you can maximize your results while minimizing the effort of setting up bid strategies.

However, it is important to note that the lack of controllability is due to the small number of parts that can be manually set.

Features and Benefits of Smart Assist Campaigns

Introducing the features and benefits of the Smart Assist Campaign.

Features of Smart Assist Campaign

Smart assist campaigns are ads that can automate most of the ad operations and setup procedures. Google’s AI supports the setting of advertisement distribution according to the purpose of the company.

One way to start is with Smart Assist Campaigns, which do not require operational knowledge or know-how, and are not used to ad operations. You can publish to a wide range of Google-related services such as Google Search, YouTube, Gmail, and Google Maps.

3 Benefits of Smart Assist Campaign

Benefits of Smart Assist campaigns include:

  • Advertisements can be placed without complicated settings
  • Automatically distinguishes and publishes advertisements that are likely to produce results from multiple advertisements
  • Leave budget allocation to Google

A Smart Assisted campaign only requires simple information such as your ad objective, your company’s information, and the general location of your target. No complicated settings such as budgets, bids, or targeting are required.

In addition, Google’s AI automatically identifies and optimizes highly effective advertisements, from post-publishing effectiveness verification to creative improvement . Sometimes human verification of accuracy is required, but for those with little experience in advertising operations, it will be reassuring.

Features and Benefits of the P-MAX Campaign

Features and Benefits of the P-MAX Campaign

Finally, we will introduce the features and benefits of the P-MAX campaign.

Features of the P-MAX campaign

A P-MAX campaign is an ad that can be delivered to all inventory provided by Google in one campaign . This is the first time Google Ads can cover all inventory with just one campaign.

The previously available Local and Shopping campaigns will be upgraded to this P-Max campaign from July and August 2022.

If you are already running Local and Shopping campaigns, there is an automatic upgrade feature, so no action is required. However, please note that you will not be able to create new Local Campaigns and Shopping Campaigns after upgrading.

3 benefits of the P-MAX campaign

The benefits of the P-MAX campaign are the following three.

  • Reach a wide range of users with just one campaign
  • No need for complicated settings such as keywords and targeting
  • Optimization by machine learning can be expected to improve results and improve unit prices

P-MAX campaigns do not require complicated settings such as keywords and targeting as long as you set conversion goals, budgets, and assets (ad text, images, etc.) . Ads are optimized by Google’s AI.

However, there is a disadvantage that there is less report data that can be confirmed compared to other campaigns. Like the Smart Assist campaign, the P-MAX campaign is an ad for beginners, so if you want to perform detailed effect verification and data analysis, use a different campaign.

Understand the types of Google Ads and deliver them efficiently

Google Ads are divided into 7 types depending on the platform on which they can be delivered. You can create opportunities for new prospects to learn about your company through various platforms such as Google Search, YouTube, and Gmail.

Understanding the characteristics and mechanisms of each campaign will enable you to place ads with ad slots, targeting, and budgets that match your objectives.

Once you’ve found the right campaign, it’s time to get started with Google Ads. If you want to learn more about how to get started and set up Google Ads, check out this article.

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