If you're just starting out on Google Ads, then you oughta understand the different types of campaigns available. From the tried-and-true Search campaigns to the cutting-edge Performance Max, each type serves a unique purpose in the digital advertising ecosystem. This quick and easy guide will explain you the different types of campaigns in Google Ads, you may be armed with the knowledge to choose the perfect campaign type that aligns with your objectives, budget, and target audience!
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Campaign Types in Google Ads:
📝 Before you get started:
Always choose to "Create a campaign without a goal's guidance" to get all the available campaign options.
Search
📣 Show ads on Google Search and partner search engines (AOL, etc.)
🎯 Use when there's search demand for your products or services
✅ Best for generating sales and leads (Hard KPIs / Lower funnel)
Performance Max
📣 Show ads on the entire Google ecosystem (Search, YouTube, Gmail, Discover, Display)
🎯 Use when you want to balance awareness with acquisition (tackle all objectives at the same time) and when you're after a large enough audience
📝 Performance Max campaigns might not work well if you're in a niche industry with small target audience
✅ Best for balancing between upper and lower funnel
Demand Gen
📣 Show ads on YouTube, Gmail, Discover (high-end version of Display)
🎯 Use when you want to raise awareness (upper-funnel)
📝 Demand Gen campaigns are NOT expected to generate many sales and leads since the objective is largely brand awareness through premium placements
✅ Best for Awareness (Generatng demand / Upper funnel)
Display
📣 Show ads on Google Display Network (websites and apps)
🎯 Use when you want to raise awareness at scale (upper-funnel) or for Remarketing
✅ Best to use only as Remarketing
Shopping
📣 Show shopping ads on the entire Google ecosystem
🎯 Only for eCommerce
✅ Best for E-Commerce (as a traditional alternative to Performace Max campaigns)
Video
📣 Show ads on YouTube and Display Network (optional)
🎯 Use when you want to raise awareness to a niche audience (upper-funnel) as a Remarketing play
✅ Best companies with a large enough audience
App
📣 Show ads on the entire Google ecosystem
🎯 Only for App marketing (App downloads or App engagement)
✅ Best for Mobile App marketing (app downloads or app engagement)
Frequently Asked Questions on Campaign Types in Google Ads
What is the best Google Ads campaign type for a large business or brand?
For large businesses or brands with a team and have resources to manage a multi-campaign approach, then we highly recommend Search, Demand Gen, and Display campaigns.
What is the best Google Ads campaign type for SMEs?
For SMEs or brands with a small team, small budget or beginners we recommend Performance Max campaigns.
When should I use Video campaigns versus Display campaigns?
Video campaigns on YouTube are best for brand awareness, storytelling, and demonstration-focused marketing with engagement metrics. Display campaigns work well for visual remarketing, reaching audiences across websites with banner ads, and building brand visibility with lower CPCs.
What are the key differences between Shopping and Performance Max campaigns?
Shopping campaigns display product images, prices, and details directly in search results, focusing exclusively on Google Search and Shopping surfaces. They require a Google Merchant Center product feed and give advertisers granular control over specific product promotion and bidding.
Performance Max campaigns reach customers across all Google advertising channels including Search, Display, YouTube, Gmail, and Discover using a single campaign. They leverage AI-powered automation to optimize bidding and placement across the entire Google network. Performance Max requires a product feed (for ecommerce) plus assets like images, videos, and text, and offers less granular control but potentially wider reach and automated optimization.
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