Types of Google Ads – Find the Best Tool for Your Business!

Google is the most popular browser in the world, allowing you to find virtually anything, anywhere, in a matter of seconds. Thus, it is no surprise that advertisers are looking more and more kindly towards this way of selling their products online. In most cases, they use Google Ads, a particular Google service designed to present different ads to customers searching for stuff on the internet.

In this article, we will go over different Google Ads campaign types, some of their most essential elements, and how you can develop your brand and sell your product/service more effectively with some help from this service. Whether those would be video ad campaigns, responsive search ads, or trying to get yourself somewhere on Google Maps, we will show you all the options you have in this service.

So, if you want to explore the Google search network and start some Google Ad campaigns – don’t miss out on this!

What Are Google Ads?

google ads demo campaign

First, let’s briefly explain what exactly Google Ads are. For years known as Google AdWords, the ad platform changed how people perceive online marketing. Nowadays, you can create a Google Ad campaign that will reach thousands of people online in seconds, with responsive display ads that you can change instantly and see what works for your company and what does not; those smart campaigns altered the advertising landscape for good.

Just think about it – what is more important for the potential advertisers? Will their ad run on a TV during a certain hour to a somewhat randomized audience, or would they go straight to the source and get targeted online ads with relevant keywords and critical demographics they can advertise to? Well, the answer is rather obvious.

With that in mind, let’s see what those Google search results ads are about.

Pay-Per-Click (PPC)

The first thing you must remember about Google Ads platform is that it’s based on a Pay-Per-Click system. Text or video ad formats will only be paid for if someone clicks on them. That way, you can quickly see if your ad is working or if you need to have some fun with the ad copy.

Ad Creation

Speaking of ad copies – Google search partners usually create ad formats specific to their needs. So, they can create image ads, videos, text, or anything in between. The only important thing is to create a compelling ad to convince people to buy your stuff!

Audience Targeting

The next important thing about a Google Ads account that you would want to know is the targeting abilities. You can choose different demographics for every of the ad groups you have created and advertise in various ways to them. You can change it all in your campaign settings in seconds!

Keyword Targeting

The next thing to remember is that Google Ads can be based on keyword targeting. It means your ad will pop up if someone is searching for a specific keyword. If they are interested in your product – they will click on it, and you will get billed. For example, if you search for a new Assassin’s Creed game, there would probably be a few stores in the promoted section based on that particular keyword.


Advertisers bid on different keywords, ad placements, and other factors with PPC ads. The higher your bids are, the more chance you have for your ad to be shown at the top results so that people can see it.

Ad Auction

After finding relevant keywords, you will begin the ad auction. The bidding is based on many factors, most notably on the quality of your ad, the relevance to the query, and the bid amount you have set for your bid.

Ad Rank

As you can see, it’s not all about the money. Sometimes, it’s the Quality Score that matters. Google is interested in people using their platform for searching, so, as you can imagine, they don’t want pointless ads irrelevant to the query at hand. Be sure to consider that when drafting your very own ad.

Ad Display

If your ad wins the auction, it will be shown to the users in many different places, depending on what you have set up. It is always possible to use Google’s platform and the Google Search Partner Websites that host Google Ads on their platforms. Of course, they are paid to do so. 

Review and Optimize

Finally – Google Ads allows you to change everything about your ad with multiple performance metrics to use. After finding what users are searching for, you can change the campaign objective, bid strategy, targeting keywords, or even switch to a video campaign type. There are plenty of ways to improve your position in search queries and ad spaces, especially if you have so many options made for you by Google.

Types Of Google Ads

screen showing logo google ads

Returning to the topic, let’s look at all the different types of Google Ads that you can choose from. As Google has a monopoly on searches and the number of website visitors it can provide you with, you have plenty of options. 

If you want to have some branded searches – you can do that. Maybe you want some demographic targeting with some swifty, non-skippable ads on the YouTube network (owned by Google, FYI) – you can do that as well. The campaign you choose is definitely up to you. 

With so many different ad formats, you can target people with your paid advertising worldwide! Or – you can focus on your local campaign with some Google images static ads. Whatever it is you want to do – Google has it! Let’s review the most critical Google Ads types you can choose from.

Google Search Ads

Google Search Ads

Let’s start with the most obvious choice – Google Search Ads. Those are some of the key elements that Google started with and is perfecting to this day! Search campaign ads are those links on the Google results page that you see right at the top of your screen. They are created with one thing in mind – helping the lost customer find the best store they can to get the precious products they were searching for.

It’s great for businesses like stores, service points, and maybe even branding in some ways. It’s usually connected to a link to the landing page, online store, or even apps. The best thing about this particular ad type is that it’s strictly related to the target keywords of the text ad. That way, you can direct website traffic to specific landing pages that promoted themselves in that particular space after thorough keyword research. Let’s now go over some of the most popular Search Ads you can use for your benefit.

Brand-Specific Google Search

Let’s start with something simple – brand-specific Google Search. It’s great for many reasons. The first one is – people are already searching for you in particular. For example, if you have a computer company, let’s say it’s called Micro-Soft, you would like people to have some specific results when they search for you, especially as it is one of the cheapest CPC (cost-per-click) ads on our list.

You may ask yourself – why would you bid on your name? Isn’t that a bit redundant? Well, it may not be. If you are this Micro-Soft company, you may want people searching for you in the vast interwebs to find your website. 

Because, as it happened multiple times in history, people tend to bid on specific names to sidetrack customers into actually going to different websites than they aimed for. I would think that a company called Ap-Ple, also in the computer business, would likely bid on those keywords. People looking for some software from the Micro-Soft company would choose the Ap-Ple alternative.

Additionally, using some negative keywords for people looking for your website may be wise. For example, you would want people to find Micro-Soft computers, but not the highly micro, soft wool sweaters for dolls. 

It’s also suitable for brand awareness campaigns when you want your name to be screamed off the top of the buildings and control the narrative on how people speak about you in Google’s Search Network.

Generic Google Ads

Generic Google Ads

Next, we have the so-called generic Google Ads, which you most likely associate with Google Ads. Here, you target audiences and specific keywords they put into the Google or YouTube search results. 

An example of a generic Google Ad is when someone was looking for a gaming chair, and your store would appear next to their search. Advertisers pay a lot of money for Google presenting their products to wider audiences, so be sure to utilize this method as well.

Especially because it is not the most expensive of them all. In most cases, we consider it a medium cost, $1-2 per click. The main goal of this particular campaign subtype is to draw the audiences through the search engines to your specific website. Local businesses and giant corporations use it, as it helps them reach new audiences and fulfill their marketing objectives.

It reaches people actively searching for this particular type of product, so it can show a relatively high return on investment (ROI) percentage. Google estimates that Google Ads delivers an 800% return on investment (ROI). If you can find the right keywords, this can be a great way to pull customers to your website. But, of course, it’s not the only way to do so.

Niche Google Ads

Next, we have niche Google Ads for niche audiences worldwide looking for something completely unusual and different from everything else. As you may presume, those are some of the most expensive ads on our list, as running ads for something not usually searched for can get quite expensive relatively fast, especially if a few companies are competing for the same spot. And it’s generally highly effective simultaneously, so keep that in mind when deciding on the type of ad to run. For example, legal ads cost almost 7 dollars per click, which is almost five times more than your average 1-2 dollar CPC. On the flip side, the average conversion rate of Google Ads in the legal industry is 6.98%, while the average conversion rate for Search Ads is 3.75%

It’s also a non-branded search in most cases, and it can be used to find customers for various products. Everything is on the internet, from alligator-scented candles, big bags of gelatine, or whatever your heart may desire. It’s hugely targeted, as there are probably not many people searching for niche products, and those customers are more likely to buy something than people browsing the generic “shoes” or “bags” keywords.

So, if you need to run ads that are extremely specific to one type of product – those non-branded niche Google Ads are some of the best performing on the market to attract potential customers.

Competition-based Google Ads

Competition-based Google Ads

Next, we have the mentioned before, competition-based Google Ads. It’s that sneaky way of advertising we have said before, where you create an ad only for it to be presented in front of your competitor’s website. The goal of this ad is pretty straightforward – you want people to find your product/service rather than your competitors. And, if they would look for them, they may as well choose you. In the end, who knows the difference between those two? 

But there are some problems, of course. The cost of those ads is pretty standard, so you don’t need to worry too much about it. Nevertheless, its relevance can be low. It may be a bit of a risk, as people may be clicking on your ad by mistake or just to see what is new with you, but without the intention of buying anything.

However, there are some benefits to it as well. For example, every click away takes something from your competitors and puts it in your pocket. 

And, as we know from all the Econ 101 classes – the worse your competitor is doing, the better you are. This strategy is usually used for brands that want to steal customers from competitors. It’s not the best, but sometimes it gets the job done. Ultimately, it’s all about the profit you may have from running an ad, so if the numbers in your Google Analytics tell you it’s working, go ahead and try it out.

Shopping Ads

Shopping Ads

Next up, we have the so-called shopping ads. And those are the pricey ones on our list but bring many customers and conversions, so if you want to sell something – this one is definitely for you.

How does it work? Well, it’s pretty simple. You have a Google search for a graphic card. It may be even the best graphics card, or the cheapest graphics card. Whatever it is, you will have recommendations from Google in the form of links to landing pages, stores, etc. But there is something even more direct that you can find. A literal offer from a particular shop with a price, photo, and a link to the store. How closer can you get to sealing the deal than this one? Well, you can’t.

A good thing to remember is that Google Shopping Ads are usually recommended for companies with actual stores with some physical products (or digital versions of games, for example) that you can own. At least when writing this article, it does not work with services.

As you know, people buy with their eyes. So, if you put product shopping ads right before their eyes – they will be much more likely to buy your products than if you add just a link. And for that – you will pay a lot more, unfortunately. Maximizing traffic this way is pretty expensive, but it brings significant results. Whether this would be branded or non-branded – does not matter; this type of Google Ads depends on one thing and one thing only – conversions.

But – it’s not for everyone. As you may have noticed – those are some of the most specific and direct campaigns, so they are mostly recommended for the most financially stable and rather big companies that can optimize those searches for their needs. Of course, it can be utilized by anyone, but small e-commerce businesses may have trouble getting through some high-bidders. Nevertheless – try, and you may succeed, as the old saying goes!

Google Performance Max

Google Performance Max

Next, we have the Google Performance Max campaign. What is it all about? Well, if you don’t want to spend too much time setting up campaigns and trust automated campaigns with lots and lots of experience – then it may just be a thing for you! 

It uses shopping ads, remarketing, and many other tricks to optimize the ads on behalf of the user. Of course, this kind of campaign not only presents ads – it’s persistent in getting the client’s desired conversion!

A nice mix of shopping campaigns with keyword searches, etc., all chosen by the all-knowing algorithm, can give you some pretty good results in the long run. Dozens of companies saw a high increase in sales and lower costs when they introduced Performance Max. Of course, the machine will have its ups and downs, especially if you consider that Google Ads campaigns don’t know what you are selling, so they may be a little confused, especially at the start of the campaign.

But, after you get the gist, the Performance Max campaigns will surely be a staple in your arsenal. The minimum time for Performance Max is six weeks, so it’s a long campaign, but it’s worth it.  And we can vouch for that, for sure! 

Dynamic Search Ads

Dynamic Search Ads

And finally, we have the dynamic search ads for all of you to enjoy! It’s understandable that by showing relevant ads to people who are more likely to convert, you can lower your cost per click (CPC). Google’s algorithm will analyze your website, see all the branded and non-branded keywords, descriptions, etc., and create a whole Google Ads campaign.

Dynamic ads are usually used to kick off the place, product, or service and gather information about what works for your business and what does not. How would you implement your three cents to the users’ search? What are the Google Networks elements that would work great for your particular brand? You can learn much about your business with what the algorithm can do for your single campaign. Machine learning in Google is one of the greatest in the whole world, so keep that in mind when deciding whether to automate your ad efforts or let the computer do it for you.

Google Display Ads

Google Display Ads

The next big bundle of ads, Display Ads, is one of the most effective ones ever created. Millions of sites use those, and they appear on thousands of apps in the Google Play store.  We live in a world of pictures, which ultimately tell our story. You can check it for yourself, as every site you will ever visit in your entire life has dozens of images with price tags on it. 

That’s how the world operates these days, and it seems we cannot do anything about it. So, if you can’t beat them – join them! It’s the advertising way of the future, so you should hop on this train, as you may fall behind your competitors in no time. With that in mind, let’s go over some of the most popular types of display ads in Google Advertising!

Context-based Ads

Google advertising with fashion news network

Source: Criteo

The first one is something you have seen repeatedly on your feed. It’s the increased awareness around your product in the Display Network. By doing that, we get more clicks and even some sales in the process. This kind of advertising is excellent for high-intent campaigns. Ehen the advertisers know what they want to achieve with this particular campaign. It may not be something for beginners or people unfamiliar with this kind of advertising in the first place, as it may be a little too overwhelming to set up.

The basic concept here is simple. With every search, you get numerous pictures associated with specific keywords. So, to efficiently use those tools, you may put your display campaigns right next to them or in the Google image search. It’s excellent for the branded and non-branded keywords connected somewhat to your business.

Why is it so effective? Well, as most users will tell you, they are much more likely to have fun on the internet rather than look for something. So, they look for content. Text may be content, but the image is higher on that list. Additionally, just showing it to the users can boost your brand recognition and help you in, well, not paying for every click in the end. They may see your ad, but they may not click on it, so, you know, it’s a win-win-win!

We can recommend this type of ad for all purposes, from something as simple as a local store selling used video games to even the largest manufacturer in the world. Everyone can benefit from this display ad, which makes it so popular. 


Interests ads

Next, we have interest-based display ads. How does it work? Well, your ad will be displayed in the wide Google Display Network in over 2 million sites that are in the program. The cost of reach is pretty low, and the results may be incredible. It’s one of the most exciting types of advertising, as it allows you to show yourself in Google search results and on websites where the ad can be in line with potential customers’ interests.

For example, if you have a graphics card that you want to buy, it’s much more likely that you will find yourself on one of the expert websites where people discuss the advantages of different kinds of graphics cards. Hence, putting your ad right there may be much more profitable to make your product visible to wider audiences.

It’s especially effective with some niche products, as the forums are pretty active, and people interested in niche topics are much more likely to go over the expert sites to find information about their products, issues, and interests. There, a well-put-together ad can do wonders for your product/service. 

The most important thing with this particular ad type is to find the right keywords and sites to advertise on, and you can reap profits easily! So, if you want your product or service to be visible among the people who are interested in what you are doing – then it’s one of the best ways to advertise.

Ad Placement Priority

Ad Placement Priority

Next, we have the Ad Placement priority kind of ad for all the people who want to have their ad in a particular place, on a particular site. Google Display network reaches far and wide, so if you need this kind of placement, you may be paying some extra for it to be visible there.

So, how does it all work? Well, if you want to reach a specific audience on a specific site, you may be pleased to know that many of them use Google Display Network in their efforts. Some are more relevant to your particular needs than others, and the price will all depend on what kind of site it is.

It’s highly effective, allowing you to be there where people actively search for your product or service. But – it also may be a flop if your chosen websites or places are not as relevant to your brand as you wish. Then, you can be left with lots of money spent on ads and little to no conversions. Be sure to proceed cautiously, as it may not be optimal for someone new in this line of business.

Google Video Ads

Google Video Ads

Next, we have our lovely Video Ads! They may be a lot to produce, but if done correctly, they can change the outlook of your business. Video ads are highly effective today, especially with the introduction of TikTok and shorts on YouTube. People spend ungodly amounts of time just watching videos online.

Of course, it does not mean they are watching it like zombies without even thinking about it (although some do), but it’s a great place to plant your seed and watch it grow. So, if you want to learn more about Google Video Ads, let’s dive in!

Bumper Video Ads

Bumper video ad

The first video ad type is a short and precise kind of video you have seen many times. Six-second max bumper ads are some of the best-known in the industry. They have excellent quality and are relatively cheap, as it can cost on average $10 for every 1000 impressions, so many people use those to their advantage. They are usually used for retargeting, but they can also work as the main product. 

People use them mostly to tell a story about their product and create brand awareness rather than get dozens of conversions to their website. In six seconds, you really cannot do a lot of things, so the concept is pretty simple – a precise and concise call to action. It’s a safe bet, but if you want to grow your business monetarily, this may not be the best option for you.

In-feed Video Ads

In-feed video ad

Next, we have the in-feed ads. Those are some of the most advanced regarding growing YouTube audiences. The average cost for an in-feed video ad is $0.10 (10 cents) per view, and getting your video next to some big-time creators can be a great boost you may need right now! It can help you get more conversions and even find more people who would like to watch your videos and interact with the community.

In-feed campaigns are usually presented in the form of videos tagged as sponsored next to the regular recommendations on your YouTube homepage. You can click on specific searches that you would like to appear next to and even some specific pages that interest you.

So, how do you create such a video? Well, the best thing is to do it the Youtube way! Don’t just do another ad for everyone to hate. Create a solution to people’s problems with the kind of products you are selling. Maybe advertise a product that can help with common problems people have in their everyday lives. Add a link here and there, and you can count on some pretty great conversions in the process.

It’s one of the most fun ways of advertising your product as well because you will not only be able to present your product or service in the grand scheme of things but also – show a little bit of passion for what you are selling. It goes a long way with many customers!

In-stream Video Ads

In-stream video ad

Next up, we have the in-stream ads. When you are watching a YouTube video, before it starts, there is a skippable or non-skippable ad. They are not too expensive, but they can get you some boost. There are a lot of viewers on YouTube, so if you want to have some brand awareness of your campaign, lots of people can get interested in your product, building recognition in the YouTube world as a whole.

Those ads can appear in some longer videos, so they are already set in an interesting world full of engaged audiences. Especially if you were lucky enough to have your ad placed on the related videos, but – it’s not guaranteed, so be sure to review and optimize accordingly. When it comes to payments – the non-skippable ads are counted based on the number of views. When it comes to skippable ads, they are charged for after watching at least 30 seconds.


Masthead Youtube Ad

And finally, we have the Masthead ads. The biggest, the most important, and the most expensive at the same time. Those are the ads that can be shown at the top of YouTube’s homepage. You cannot miss them in any way. Usually, big brands use them to show themselves to the wider audience on YouTube to interest them with their content. When it comes to the relevance to the audience – it’s tragic. So, if you want to advertise there, you will need a rather all-around product for everyone rather than something highly specific. In this case, it’s all about building brand awareness and presenting products that could be for anyone – like shampoos or smart phones.

If you are running an enormous event, a seasonal campaign, or whatever it is, but in large quantities, be sure to utilize those ads to your benefit! 

But – those are extremely expensive to use. Hence, it will be something much more expensive than it would be in the case of normal advertising efforts on Google platforms. The estimates show, that it’s usually something about 300 000 – 400 000 dollars per day. So, if you have that kind of money, you will have lots of people seeing your ads. But, you probably already know that if you run this type of company.

Google Remarketing Ads

google remarketing with allrecipes

Another type of Google Ads is Remarketing/Retargeting. It’s one of the most efficient ways of getting to the people who may be interested in purchasing your product/service, as it delivers it essentially right to their door when they have already almost been in the store.

So, how does it work? Well, you just need to visit a site and agree to cookies there. Then, a cookie will be dropped into your browser’s cookie jar that will follow you EVERYWHERE YOU GO. It may be scary, we understand that, but with the convenience of the internet and search engines comes the price. The price of being constantly followed and bombarded with millions of offers everywhere.

Nevertheless, after visiting a site, you will notice dozens of ads from that site on many different pages. And that is remarketing. Why is it effective? Well, as the data shows, people who are initially interested in buying something are much more likely to actually purchase it, even if they have already left the store. So, the relevance to the audience is high, the cost is rather low, and the possibilities are endless! 

Strategic Remarketing Tactics

You can enhance your product or service through strategic accessory offerings. For instance, consider introducing a “BUY NOW” option with a 10% discount to entice customers. Explore industry-specific tactics to amplify the appeal of your product, creating a stronger demand. There are plenty of optimization opportunities and retargeting strategies to delve into to maximize your reach and impact.

The greatest aspect of the remarketing campaign is that it does not need to revolve only around getting the clients but is highly focused on the people already searching for an item that is similar to what you are proposing. It does not mean they will buy the precise one that they put in their cart, and it does not mean that you will have a conversion. Still, it is much more likely that they will visit your site once more than if you would have to convince them to visit it in the first place. The human psyche enjoys familiar things and enjoys going back to what they have already seen, what they have already experienced.

In our opinion – it’s a safe bet when it comes to driving traffic and gaining conversions. If you have a store, especially e-commerce, it’s a great way of getting more people to your website.

Similar Audience Campaigns

Another type of Google Ads campaign is a similar audience. If you have a base of users with a historical audience to prove it, then you will be happy to utilize this particular tool. The Google algorithm will find people with similar interests to your database and present them with your ad. The cost is rather low, and if you have a campaign that aims to reach new clients, then it’s the best thing you can get, for sure. 

Similar audience campaigns are, well, similar to retargeting, as they use common interests between different demographics and present them with the same ad. It is proven to work wonders, especially if you have a product that can be discovered by many demographics. For example, if there is a remastered version of some game, you can advertise it to new gamers and those who played the original version back in the day. Google has tons of information about people (as evil as it sounds, it’s still a great browser), so it can detect who may have a potential interest in your product. Of course, it will not work great if you have something rather basic as your product or service, like shoes or movies, but it can be a great tool if set up correctly.

Google App Campaigns

And finally, we have the Google App Campaigns. There are plenty of apps in the Google Play Store, and as the giant has a monopoly on Android phones, there is a lot of potential there. And, you can advertise on relevant apps for your particular niche for not that big of a cost.

It’s used mostly to promote the advertiser’s app. As you may imagine, those are mostly different games where you have to move a few levers in order to make the knight move through the maze. For some reason, people find those extremely interesting.

Google App Campaigns are highly effective mostly for the Google Apps, so you may need to create one in order to even participate in this race. So, the stakes are high, and the amount of money put into the production will also be pretty high, so advertising on Google Apps may not be expensive per se, but running this kind of endeavor can.

Types of Google Ads – Conclusion

Types of Google Ads – Conclusion

And here we are, at the end of the show! As you can see, there are plenty of types that you can use for your Google search Ad purposes. Every ad format, from display campaigns, video campaigns, text ads, and everything in between, has its own purpose and is best suited for a particular line of business. 

There are no “best-of-the-best” ads where you can put your name on all the Google Search Sites and make sure that the target audience will see your search campaign. Depending on what you need and what you are expecting from this line of advertising, your results will vary, and you will have many different needs.

Thanks for stopping by! If you liked this article, be sure to check out other ones on our website. We have tons of fantastic content that we are positive that you will enjoy. And, if you have some spare time, be sure to let us know about a topic that you would be passionate about. That is it for today, we will see you in the next one! Stay safe!

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