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How to choose the right  Google Ads campaign type

In previous articles, we highlighted the importance of Google Ads in your digital marketing strategy.

Before launching a campaign, you need to know the keys to Google Ads, what objectives do you have, in which markets do you want to advertise and, of course, know what budget you have available to carry it out.


The following article will give you a few tips that will help you choose the Google Ads campaign type that best suits your needs.


Search Campaigns

If we could define Google Ads' Search Campaigns in one sentence it would surely be this: being in the right place at the right time. At the precise moment when a purchase need arises or a user is looking for information, your company can be there through the famous text ads that appear in Google search results.

What are the benefits?

  • Easy implementation: In this campaign type, you select the right keywords and text for your ad, you don't need to add any images or think of a creative. When configuring it, you can do it through Smart Campaigns.

  • Perfect for product sales and lead generation as long as you have a long-term sales cycle.

  • Many possibilities when it comes to segmenting your campaigns.


Display Campaigns

Display campaigns are perfect for capturing the attention of users by showing your products or services through banners and images, and are ideal for remarketing strategies.

What are the benefits?

  • On a daily basis, most of the internet consumption is around the display network: apps, news, blogs, etc. Therefore, with this campaign type, you can take advantage of the fact that people are generally consuming content to impact them later with your campaigns.

  • You have many targeting options, so you can appear in placements that interest you the most in order to have more interaction with your ad. This way, you will be able to focus on the placements that can guarantee you more conversions.

  • You can measure the performance of your campaign and thus determine what to do to improve it. By making graphic or video ads you can evaluate the efficiency of any element of it, such as the message, animation, or even text.

  • They are very effective for remarketing campaigns allowing you to personalize the message and images, so you can re-engage those who have already visited your website and encourage them to come back, increasing this way the conversion rate.


YouTube Ads

The rule that a picture is worth a thousand words gains more importance when the image is in motion. Video campaigns on Youtube will allow you to capture the attention of users and show your products or services in detail, increasing your brand awareness.

What are the benefits?

  • Youtube is the main video platform in the world and the second most visited page with an average of 21 minutes and 10 seconds per user/day.

  • You have multiple segmentation options to find the audience you are looking for.

  • Wide variety of advertising formats available.

  • From the Google Ads platform, you can control the number of daily impacts a user will receive so that your campaign does not end up producing ad fatigue to your audience.

  • Ideal for Top of Funnel strategies as a guarantee of views.

Shopping Campaigns

Google Shopping is today the largest online comparison site and the territory you should conquer if you have an eCommerce.

What are the benefits?

  • Conversions and more conversions. As long as your product has potential and a competitive price.

  • High visibility. After all, Google Shopping results are the first to appear when we search for a product on Google.

  • Improves ROI. Just think about how many searches are made on Google Shopping every day, and just by clicking on them, users can see the model, price, product features, etc. With all this information and if your price is competitive, the increase in conversions is guaranteed. And, if you have a lot of clicks but you don't sell, go for it and prepare a remarketing campaign with a good discount.


Universal App Campaigns (UAC)

If you have an App for iOS or Android and want to promote it on Google Search, YouTube, Google Play..., Universal App Campaigns might be made for you.

What are the benefits?

  • You will be able to publish your campaigns on any Google platform: Google Search Network, Display Network, YouTube, Google Play, AdMob, Discover on Google Search, Google Search partner websites, and websites where publishers host app ads.

  • They are very easy to set up. Unlike other types of Google Ads campaigns, you don't have to create ads for Universal App Campaigns. The system takes care of designing them for the different formats and networks. You only have to provide a few lines of text, an initial bid, the budget, and indicate the languages and geographic locations of the ads.

  • You have 3 types of objectives:

    • Increase the number of downloads: Google Ads will optimize bids and targeting to help you get as many new users as possible for your App.

    • Encourage actions on the App: If your goal is to find more valuable users and you track key in-app actions such as conversion events, use this option.

    • Encourage the value of in-app actions: For UACs designed to enhance the value of in-app actions, Google Ads will target the users that most likely will generate the most value over time.

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