If you’ve heard your marketing team or your marketing agency go on about Google Search, Display or Performance Max campaigns, but you’ve been left wondering what exactly they’re on about, this is the blog post for you! We’re about to debunk the range of ads available for organisations via Google including Google Search, Display and Performance Max.
First up, we have Search Ads, which is the most common type of Google advertising.
These ads appear at the top of Google search results when people search for specific keywords or phrases. Advertisers can bid on keywords or phrases that are relevant to their organisation and, if their bid is successful, their ad will appear when someone searches for that term. Search ads usually include a catchy headline, a description and a clickable link to the advertiser's website. These are great for organisations trying to drive leads or purchases.
Next, we have Display Ads, which is another popular type of Google advertising.
Display ads can be images, videos, or text-based ads, and they can be shown on a wide variety of websites and apps. These ads can be targeted to specific audiences based on factors such as interests, demographics and geographic location.
They can be a great way to build brand awareness and reach potential customers who may not be actively searching for your product or service. These ads tend to be great for driving brand awareness as they achieve high volumes of relevant impressions and work well in combination with other campaigns.
Moving on, we have Video Ads, which appear on YouTube and other Google video partners.
These ads can be skippable or non-skippable and can be targeted to specific audiences based on factors such as interests, demographics and geographic location.
Video ads are an engaging way to reach potential customers and build brand awareness. They are great for organisations who have a product or campaign goal that is hard to describe, as they can show people what they offer and, like Display ads, they can be effective as brand awareness campaigns.
Then we have Shopping Ads, which are ads that appear at the top of Google search results when someone searches for a specific product.
These ads feature a product image, title, price and other product details. Shopping ads are a great way for e-commerce businesses to promote their products, drive traffic to their website and increase online sales.
Google Performance Max
Finally, we have Performance Max, which is a relatively new type of Google Ads campaign that allows advertisers to create ads across multiple Google properties, including Search, Display, Gmail, YouTube and Discover.
Performance Max uses machine learning to optimise ad performance and maximise conversion value. Advertisers can set specific goals, such as website conversions or app installs, and Performance Max will automatically allocate ad spend across the different Google properties to achieve those goals.
Given that this is goal-based advertising means these ads work well for organisations who have a specific conversion goal in mind.
Google Ads for your organisation
In conclusion, Google Ads offers a wide range of advertising options for organisations looking to reach potential customers online.
By understanding the different kinds of Google advertising available, organisations can choose the types of ads that will be most effective for their marketing goals and target audiences. Whether you're looking to increase brand awareness, drive website traffic, or maximise conversions, Google Ads has a variety of advertising options to help you achieve your goals.
So why not give it a try and see how it can benefit your organisation?
If you need a helping hand deciding which ad type would work best for you, or if you’re looking at creating a wider digital marketing campaign, our team can help. Get in touch today.