Q. Do you know how many different types of ads you can run on Google?
A. There are several different types of Google Ads
Which type of Ad should your business run? When deciding on an ad spend, advertisers need to determine the TYPE of ad to run on Google.
Start by asking where you want your ad to be seen. Do you want your ad to appear on the Google Display Network that includes a collection of Google Partner websites like Google Finance, Gmail, Blogger, and Youtube—that show ads? This network also includes mobile sites and apps.
OR, do you want your ad to appear above or below search results on Google Search? A search ad can appear beside, above, or below search results on Google Play, Google Shopping, Google Images, and Google Maps – including the Maps app. That’s up to you!
Or do you want to use a localized BSC video ad that drives traffic to your website from YouTube?
Those are just a few questions we ask when we talk about what ads advertisers should be running on Google. Here is a more in-depth look a the different types of ads we can place and some advice on when to use Google Search Network, Google Display Ads, Video Ads or a combination of these ad types to reach your audience. Each ad will have different results and costs. This decision should be based on your local marketing strategy and target audience and message.
Types of Google Ads:
Search Network (SN)
Search Network Only campaigns allow you to show text ads on the search engine result pages only. Campaign features are more extensive than SNDS, and besides “Standard” and “All Features” they include Mobile app installs, Mobile app engagement, Dynamic Search Ads, and Call-only. “Standard” features are a good bet for new Google Ads users in this case as well, as the features includes five extensions — two more than SNDS (Callout, Structured-Snippets). The Search Network is a great place to advertise for a wide range of businesses, and it’s particularly good for local businesses.
When should you use the SN?
- Any budget
- Appropriate choice for most businesses
- If you want to advertise on Google Maps
- If you want to pay to be #1 on Google
Search Network with Display Select (SNDS)
Containing the broadest reach of all campaign types, the SNDS places text ads on search result pages AND websites in the Google Display Network (GDN). In other words, SNDS re-purposes text ads in responsive banner ads and places them on websites. It’s not as pretty as creating your own image ads, but it is a quick effective way to get ads out there.
When should you use SNDS?
- Medium to large budget
- Small industry niche
- Small geographic target area
- If your Search Network campaign isn’t reaching target budget and you’re optimized
Display Network (DN)
Known for displaying image ads, the Display Network contains over a million websites to show ads on (managed placements). The features are slightly different for the DN and start with “Marketing objectives” or “No marketing objective.” If you select “Marketing objectives,” you’ll be able to build your campaign based on awareness (impressions), influence (visits, engagement), or actions (buy, call, visit a location).
When should you use the DN?
- For building brand awareness
- If you have a certain website you want to advertise on
- To create remarketing campaigns
- If you want to display ads on YouTube
Advertise on YouTube with Video campaigns on Google Ads. You can choose ad formats that serve with an option to skip the ad after five seconds or as a six-second buffer between videos.
When should you use Video campaigns?
- For creating placing your commercial video content on YouTube
- If you have video content you want to promote
For more information about Google Ads campaign types visit: https://support.google.com/google-ads/answer/2567043?hl=en