Different Types of Ad Campaigns you can Run Through Google

Most of us have seen the adverts that show up at the top of Google results page when you type a query into the search bar. These are called text adverts and are the pillars of the Google Search network.

All the adverts are compelling and can be very effective and are vital to many business entities marketing mix. Here are various kinds of advert is best to maximize your marketing efforts?

1. Responsive Search Ads: Expanded text adverts are the most recent iteration of standard text adverts and allow room for up to three headlines and two descriptions. These were rolled out by the major search engine giant Google in the favour of RSAs which can customize advert copy to specific search queries. RSAs offer more headlines and descriptions to allow a greater reach and allow A/B testing without having to create separate adverts. The search engine will try to differentiate combinations of your headlines and descriptions until it tracks the most effective blend, customizing copy to reach potential customers at the correct time. These adverts have a drawback in that each headline must work well with all the others, delivering a clear message no matter what order they appear. If one always wanted to show the brand name in Headline 1 but this is not recommended as it can hamper ad copy optimization.
2. Dynamic Search Adverts: These search adverts are the popular ones. They run within search campaigns and are meant to be used with well-developed websites that have clear categories of content and a large inventory of products. They use the in-house content on your website to target your adverts to target visitors searching for similar products or services. This saves you a lot of time in setup and ensures you are using keywords you may otherwise have missed. With automation feature you have little control over what exactly your advert will say. Google does its best to keep the content relevant to page that is specified.
3. Display Adverts: Image adverts run on Google display network. It means they can show on websites that partner with Google to provide ad space. Google will wish to show them on the website your target users often visit. Also known as display adverts, image adverts can be static or animated graphics and are recommended for brand awareness campaigns. Text adverts are geared more toward users further down the marketing funnel.
4. App Promotion Adverts: App promotion adverts do exactly what they sound like- promote an app. These adverts run on Google search and display networks including Google play, Youtube, and Google discover. App campaigns can focus on promoting app installs, app engagement, or app pre-registrations. If you want to promote your ad within Apple app store, you can run an Apple search ads campaign.

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5. Video Ads: Several video adverts allows you to deliver a more compelling experience to the users, reaching customers on Google partner sites and platforms like You tube. Video advertising is lucrative advert format that is best for upper funnel objectives and is recommended for companies who have the budget to invest in video assets. People view over billion hours of video content on You Tube and 70% of people bought from a brand after seeing their advert on You Tube.
6. Shopping Adverts: Shopping adverts show items for sale with a product image, title, price and a link to the online store. The products will show at the top or along right side of the search engine result page, shopping ads can show up on the Google search Networks as well as on Google images. To run shopping adverts you will need shopping cart on targeting.
7. Local Search Ads: This ad format is best for advertisers looking to drive store visits or calls to specific business locations. Google will automatically generate an ad based on assets that one provides. Adverts can appear on the Google search Network, Google maps, You Tube and Google display network.
8. Call only Adverts: Call only adverts run on mobile devices and allow you to advertise phone calls. These can be set to run only during operating hours or at all times. When the user clicks the advert, the ad places a call to directly from the SERP. They offer headlines and descriptions and resemble regular text adverts.
9. Local Service Adverts: This advert type lets you pay for leads that you receive from the ad. It is best for your local business entities with specific area. They show at the top of Google’s SERPs with Google screened or Google guaranteed icon.

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