Understanding Different Types of Google ads

Online advertising has become an important part of a successful marketing strategy. 

Among the different available platforms, Google Ads stands out as one of the most powerful tools for reaching potential customers. 

Whether you’re looking to increase brand visibility, get traffic to your website, or increase sales, Google Ads offers a variety of ad formats that can be customized to meet your specific goals. 

In this blog, we will try to understand the different types of Google Ads and how each can be used to maximize your advertising efforts.

What is Google Ads?

Google Ads, previously named as Google AdWords, is an online advertising platform developed by Google.

Through Google ads, advertisers can pay to show brief advertisements, service offerings, product listings, and video content to web users. 

It operates on a pay-per-click (PPC) model, meaning advertisers have to pay each time a user clicks on their ad. 

Google Ads can help businesses of all sizes increase their online presence, drive traffic to their websites, and ultimately boost sales and leads.

Different Types of Google Ads

Google Ads offers a different range of ad formats to suit different marketing objectives. 

Let’s take a look at the various types of Google ads and their unique features and benefits.

1. Search Ads

Search Ads are ads based on texts that appear on Google’s search engine results pages (SERPs) when users search for specific keywords. 

They are one of the most common and effective forms of online advertising.

They allow businesses to target users actively searching for related products or services.

The different types of Google Search Ads are:

Responsive Search Ads (RSAs)

RSAs allow advertisers to create ads that adapt to show more relevant messages to users. 

Advertisers can input multiple headlines and descriptions, and Google’s machine learning will automatically test different combinations to determine the best-performing ones.

Dynamic Search Ads (DSAs)

DSAs use Google’s web crawling technology to automatically generate ad headlines and landing pages based on the content of the advertiser’s website. 

This format is ideal for businesses with well-developed websites or large inventories.

Call ads

Call Ads are designed to encourage users to call your business directly from the ad. 

They prominently display your phone number and a call button, making it easy for potential customers to get in touch.

Why Choose Search Ads As Format?

Search Ads are ideal for capturing high-intent traffic. 

Users who are actively searching for specific keywords are more likely to convert, making Search Ads a powerful tool for driving sales and leads. 

This format ensures that your ads are seen by users at the moment they are looking for products or services like yours.

2. Display Ads

Display Ads are visual ads that appear on Google’s Display Network, a vast collection of websites, apps, and videos. 

They can be images, banners, or rich media, allowing advertisers to reach a broader audience across various online platforms.

The different types of Google Display Ads are:

Single-image display ads

Single-image Display Ads consist of a single static image with accompanying text. 

They are straightforward to create and can be effective for brand awareness and retargeting campaigns.

Responsive Display Ads (RDAs)

These kinds of ads automatically adjust and modify their size, style, and format to fit available ad spaces. 

Advertisers provide various assets (images, headlines, logos, videos), and Google uses machine learning to create and optimize ads for better performance.

Why Choose Display Ads As Format?

Display Ads are perfect for reaching a broader audience and building brand awareness. 

They are effective for retargeting campaigns, where you can remind users of your products or services after visiting your site. 

The visual nature of Display Ads also makes them ideal for showcasing products and creating memorable impressions.

3. Shopping Ads

Shopping Ads are specifically made for online retailers to promote their products. 

These ads appear on Google Search and the Shopping tab, displaying product images, prices, and store information.

The different types of Google Shopping Ads are:

Product Shopping ads

Product Shopping Ads show users an image of your product, a title, price, store name, and more. 

They provide a visually rich experience and direct users to your product page.

Local Inventory ads

Local Inventory Ads show users your products are available at nearby physical stores. 

When users click on these ads, they see a Google-hosted page displaying your store’s inventory, location, and other details.

Why Choose Shopping Ads As Format?

Shopping Ads are highly effective for e-commerce businesses as they provide detailed product information directly in the search results. 

This format leads to higher click-through rates and better-qualified leads, as users can see product images and prices before clicking.

4. Video Ads

Video Ads are advertisements that appear on YouTube and other Google video partner sites. 

They allow businesses to reach a large audience with engaging video content.

The different types of Google Video Ads are:

Bumper ads

Bumper Ads are short and non-skippable video ads that last up to 6 seconds. 

They are designed for quick, memorable messages and are typically used for brand awareness campaigns.

In-stream ads (Skippable)

In-stream Skippable Ads usually play before, during, or after other videos on YouTube. 

It can be skipped after 5 seconds while watching the ad. 

Advertisers only pay if the viewer watches at least 30 seconds or interacts with the ad.

In-stream ads (Non-skippable)

The viewers must watch the Non-skippable In-stream Ads before proceeding to their intended video. 

These ads are typically 15 seconds or shorter and are ideal for delivering a strong, concise message.

In-feed video ads

In-feed Video Ads appear alongside other YouTube videos, in YouTube search results, and on the YouTube mobile homepage. 

These ads include a thumbnail image and some text, inviting users to click to watch the video ad.

Outstream ads

Outstream Ads are mobile-only video ads that play on partner websites and apps outside of YouTube. 

They are designed to increase video reach and can be more cost-effective than traditional video ads.

Masthead ads

Masthead Ads are premium placements on the YouTube homepage. 

These ads autoplay without sound for up to 30 seconds and are visible to users as soon as they open YouTube, providing massive exposure.

Why Choose Video Ads As Format?

Video Ads are incredibly engaging and can effectively capture viewers’ attention. 

They are perfect for storytelling, demonstrating products, and creating emotional connections with the audience. 

With the wide reach of YouTube, video ads can significantly boost brand visibility.

5. App Ads

App Ads are designed to promote mobile apps across Google’s network, including Google Search, Google Play, YouTube, and the Display Network.

The different types of Google App Ads are:

App install campaigns

App Install Campaigns are tailored to drive installations of your mobile app. 

These ads appear on Google Search, Google Play, YouTube, and other apps on the Google Display Network.

App engagement campaigns

App Engagement Campaigns aim to re-engage existing users and encourage them to use your app more frequently. 

These ads can highlight new features, promote special offers, or remind users to complete specific actions within the app.

App pre-registration campaigns

App Pre-registration Campaigns allow users to pre-register for an app before its official launch. 

These campaigns create buzz and anticipation, ensuring a strong launch with a base of eager users.

Why Choose App Ads As Format?

App Ads are essential for businesses looking to increase their app’s user base and engagement. 

They utilize Google’s extensive reach to promote your app to a wide audience, driving installs and encouraging user interactions within the app.

6. Discovery Ads

Discovery Ads are specifically made to appear in Google’s Discovery feed, YouTube home feed, and Gmail promotions tab. 

These ads use machine learning to deliver visually rich and personalized ad experiences. 

This kind of ads allow you to create visually engaging ads that blend seamlessly with the user’s browsing experience. 

These ads can include images, headlines, and descriptions to attract users’ attention.

Why Choose Discovery Ads As Format?

Discovery Ads are great for reaching users who are in the discovery phase of their buying journey in a visually appealing and non-intrusive way. 

They are highly personalized, using Google’s machine learning to deliver the right message to the right audience at the right time. 

This kind of ad is ideal for driving brand awareness and consideration. 

This is an engaging format for capturing the attention of the audience and creating an interest in your products or services.

7. Local Services Ads

Local service ads are created for service-based businesses to connect with local customers. 

These advertisements show at the top of Google’s search results and encourage users to contact businesses directly.

The different types of Google Local Services Ads are:

Google Guaranteed LSAs

Google Guaranteed LSAs are available to businesses that have passed Google’s screening and qualification process. 

These ads include a ‘Google Guaranteed’ badge, which can build trust with potential customers.

Google Screened LSAs

Google Screened LSAs are similar to Google Guaranteed ads but are specifically for professional services like lawyers, financial planners, and real estate agents. 

These ads display a ‘Google Screened’ badge, indicating that the business has been evaluated by Google.

Why Choose Local Services Ads As Format?

Local service ads are perfect for businesses looking to attract local customers and build trust. 

The Google Guaranteed and Google Screened badges provide additional credibility, encouraging users to choose your services over competitors.

8. Performance Max Ads

This is a new campaign type that gives marketers access to all Google Ads inventory via a single campaign. 

These ads use automation and machine learning to optimize performance across all Google channels, including YouTube, Display, Search, Discover, Gmail, and Maps.

Why Choose Performance Max Ads As Format?

Performance Max Ads are ideal for advertisers who want to maximize performance across all Google channels without having to manage multiple campaigns. 

They make use of Google’s advanced machine learning to optimize for conversions and value. 

It is an excellent choice for advertisers looking for a comprehensive and efficient solution.

9. Smart Ads

Smart Ads, also known as Smart Campaigns, are made for small businesses or advertisers with limited time and resources. 

These ads use automated targeting and bidding to deliver results with minimal manual intervention.

Why Choose Smart Ads As Format?

Smart Ads are good for small businesses or those new to Google Ads. 

They simplify the advertising process, making it easy to create effective campaigns without needing in-depth knowledge of Google Ads.

Which Is the Best Google Ads Format? 

The ‘best’ format depends entirely on your specific marketing goals and target audience.  

You have to consider different factors when choosing among the types of Google Ads:

Your marketing goals: Are you aiming for brand awareness, website traffic, lead generation, or direct sales?

Your target audience: Who are you trying to reach with your ads? Understanding their online behavior helps determine where to show your ads.

Your budget: Different formats have varying costs per click (CPC). So you have to think keenly before making a decision.

If you are still confused, then let me make it clear to you!

If you’re focused on direct response and high-intent traffic, Search Ads might be your best bet. 

For visually engaging campaigns, Display Ads and Video Ads are ideal. 

Shopping Ads are perfect for e-commerce, while App Ads are essential for driving mobile app downloads. 

Discovery Ads and Local Services Ads offer unique opportunities for brand discovery and local lead generation, respectively.

Performance Max Ads and Smart Ads provide comprehensive, automated solutions for maximizing ad performance across multiple platforms.

By carefully evaluating the mentioned factors and strengths of each type of Google Ad, you can create a winning advertising strategy that delivers exceptional results.

Wish to learn more about Google ads? Check out our other blogs as well!

• How to Write Compelling Ad Copy for Google Ads
• Tracking Conversions in Google Ads
• Common Google Ads Mistakes to Avoid
• How to Create Effective Display Ads on Google Ads
• Remarketing with Google Ads: Strategies to Win Back Customers
• Smart Bidding Strategies in Google Ads: What You Need to Know
• The Ultimate Guide to Google Ads Extensions
• Ultimate Guide to Google Ads
• How to Set Up a Successful Google Ads Campaign