To date , Google Ads is the essential advertising platform for developing and asserting the presence of brands on the Internet. Before getting started, it is essential to be familiar with the types of campaigns that exist. Discover in this article, written by our SEA experts, the different types of campaigns to choose well. The type of campaign selected depends in particular on the marketing objectives and will be decisive for the placement and format of the ads.
SEARCH NETWORK CAMPAIGNS
These are text ads shown in Google search results. They thus make it possible to reach Internet users when they are actively looking for your products or services. This is the best known ad format.
These campaigns serve the following purposes:
Sales: generate sales or conversions as well as arouse the interest of Internet users who are about to make a purchase
Prospects: encourage your potential customers to take action (subscription to a newsletter, registration for an event, adding an item to the basket, etc.)
Traffic to the website: bring your prospects to visit your site
DISPLAY CAMPAIGNS
These campaigns are image ads that run on the Google Display Network . This network is made up of more than 2 million websites, including YouTube and Gmail. Display campaigns are thus a means of reaching a large audience outside of the Google Search Network.
These campaigns are effective for the following objectives:
Sales: develop sales or conversions and encourage user engagement
Prospects: invite visitors to call-to-action
Traffic to the website: attracting your future customers to visit your site
Audience and brand awareness: improve awareness of your products or services and present your new offers
VIDEO CAMPAIGNS
Video campaigns are video ads served on YouTube and other Google partner websites and apps. They make it possible to reach Internet users via a video by targeting themes, keywords or demographic categories.
These campaigns fulfill the following objectives in particular:
Sales: increase sales or conversions, but also create visitor engagement
Prospects: using calls-to-action to generate registrations or sales
Traffic to the website: encourage your prospects to click on your site
Brand and product interest: reach people who have shown interest and encourage them to consider your brand, products and services
Audience and brand awareness: Reach a large audience, build your brand awareness and allow people to recognize your brand through different ad formats
SHOPPING CAMPAIGNS
These campaigns are product sheets listed on Google. They appear in the classic search results as well as in the Google Shopping tab. They make it possible to promote products by displaying a photo, a name and a price accompanied by a message.
Shopping campaigns are perfect for fulfilling goals such as:
Sales: Drive sales or conversions online, over the phone, or in-store and engage people who have already contacted you
Leads: encourage visitors to express interest in your brand, products or services
Traffic to the website: getting people to go to your website
APP CAMPAIGNS
These are ads that promote your app and are shown on many channels: Search Networks, Google Display, Google Play, within other apps, on YouTube, etc. This type of campaign allows you to find new users and thus improve the number of downloads and sales.
These campaigns help achieve the goal of promoting an app . They help drive app installs, engagements, and signups.