[FAQ]

I’m setting up my first Google Ads account, and I’m a bit overwhelmed by all the different campaign types it’s offering me – Search, Display, Video, Shopping, Performance Max, and so on.

Can someone give me a simple breakdown of what each of these campaign types is for, and when you would typically choose one over the others? I want to make sure I’m picking the right one for my business goals from the start.

[Jeff Bullas]

Good question.

Quick Answer: The main campaign types are Search, Display, Video, Shopping, and Performance Max. You choose one based on whether your goal is to capture active search demand, build brand awareness, or sell products directly.

Choosing the right campaign type is the most important first decision you will make in Google Ads, as it aligns the platform’s tools with your specific business goal. Here is a breakdown of the main types and when each is typically used. First, you have Search campaigns. These are the text-based ads that appear on Google search results pages. You should use this campaign type when you want to capture high-intent customers who are actively searching for the product or service you offer right now.

Second, there are Display campaigns. These are visual, image-based ads that appear across a vast network of millions of websites, applications, and Google properties. They are best used for building brand awareness and for retargeting people who have previously visited your website.

Third, you have Video campaigns. These are your video ads that run primarily on YouTube. This format is excellent for storytelling, demonstrating a product in action, and building a deeper connection and affinity for your brand.

Fourth, for e-commerce businesses, Shopping campaigns are essential. These are the product listings that show an image, title, price, and your store name directly in the search results and the dedicated Shopping tab. They are designed specifically for driving online product sales.

And fifth, there is Performance Max. This is Google’s newest and most heavily automated campaign type. You provide Google with your goals, budget, and a collection of creative assets, and its AI will then automatically run your ads across all of its channels to find converting customers. It is a powerful but less hands-on option.

In summary, a classic strategy is to start with Search campaigns to capture existing demand. You can then use Display and Video campaigns to build brand awareness, and if you sell products online, Shopping campaigns are a must. Performance Max can be layered on top once you have clear conversion data to guide the algorithm.

Cheers,

Jeff

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