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How to select the perfect type of Google ad for your business

Google Ads is an essential part of any successful business. But which ad type is good for your business? Find out how to determine that.

Why is it important:

Google Ads is an essential part of any successful business. By leveraging Google’s powerful advertising platform, businesses can reach their target customers quickly and cost-effectively.

Selecting the perfect Google Ads type for your business is essential in order to ensure maximum ROI and success. Each ad type has its own advantages and disadvantages, so understanding the objectives and goals of the business is key to making the right decision.

Depending on whether you want to increase visibility, drive conversions, or target a specific audience, different types of Google Ads should be considered. But it’s only after carefully testing out that the actual ideal one can be identified. Additionally, each ad type requires different elements, such as keywords or product inventory, so it’s important to ensure that all these components are available with your business setup to go ahead with the ad type.

Things required before you start:

  • You should have an existing personal Google account with the necessary login information (email address, password).
  • You should have an existing Google ads account, and if you don’t have one, then follow our guide to create the same.

Steps to select the perfect type of Google ad for your business:

Step 1: Define Your Marketing Goals

Before selecting a Google Ad type, it is important to define your marketing goals. Are you looking to drive traffic to your website, increase brand awareness, generate leads, or boost sales? Once you have a clear understanding of your goals, it will be easier to choose the right ad type.

Step 2: Understand the Different Google Ad Types

Google offers a variety of ad types, including search ads, display ads, video ads, shopping ads, and app ads. Each ad type has its own unique features and benefits.

  • Search ads are text-based ads that appear alongside organic search results and aim to increase visibility for relevant searches. Requirements include keywords, device targeting, budget settings, and location targeting – they can be used by any business looking to increase online visibility or awareness and conversions from specific audiences.

Search Ads would be the best option for any service-based business as they are great for generating leads and driving website traffic.

  • Performance Max ads are machine learning-driven campaigns that leverage automation and auction insights to drive conversions while managing CPA target price intelligently. This type of ad uses all Google networks to maximize the potential for the ads, displaying them in text, image, video, etc formats as per the network chosen. The drawback of this ad is that being a machine learning-driven campaign and utilizing all networks, you lack control over your budget spend and the results. i.e., you might get a lot of hits from this ad, but the quality of the website visits will be based on how the ad’s machine learning is performing. This ad type is best suited for businesses with an additional budget to spare for testing out this ad and looking to maximize ROI in the long run.
  • Display ads help promote a website on a vast array of websites across the web and aim to increase brand awareness through graphical banner images, texts, or videos. These ads are showcased to set audiences across any Google network website. For example, you might have seen ecommerce website ads on sites like news websites or blogs, etc. They are display ads that have been targeted to you.

They are best used for remarketing to users to boost more conversions or can be used as an initial brand awareness campaign (due to lesser cost) to a segmented audience or can be used for brand awareness booster as well i.e., by those who have already built a strong presence online but now want to expand their reach further in order to draw more customers in.

  • Shopping Ads are product listing campaigns that help boost product sales through targeted audiences based on the browsing history or interests of users, as well as other demographic data such as age, gender, or location. These ads require extensive product inventory setup from the user’s side and are great for companies who want to feature products they sell while advertising them simultaneously.

These would be the best option for an e-commerce business as they showcase product images and prices, driving sales and increasing website traffic.

  • Video Ads combine video content with various elements such as soundtracks and visuals, enabling them to be used in any environment that supports streaming media such as YouTube and Google Display Network. They are suitable for businesses looking to engage an audience with creative video content while also driving user action (conversions).
  • Finally, Discovery Ads appear as visually appealing native carousels across several platforms, including YouTube homepage feed, Discover feed, or Gmail promotions tab. These use automated targeting algorithms which analyze audience behavior in order to deliver personalized carousels with call-to-action messages that drive the desired user actions (conversions). Discovery ads can be used by all kinds of businesses who want to take advantage of these custom interactive ad formats in order to capture attention via visual appeal coupled with personalization.

The Discovery Ads has been replaced by Demand Gen Campaigns, since October 2023. Though the purpose of the ad remains same the only thing that changed is the introduction of more precision.

Step 3: Consider Your Target Audience

The type of ad you choose will also depend on your target audience. For example, if your target audience is older, they may be more likely to click on search ads. If your target audience is younger and more tech-savvy, they may be more likely to engage with video ads.

Step 4: Consider Your Budget

Different ad types have different costs associated with them. For example, search ads are usually more expensive than display ads. You should choose an ad type that fits within your budget while still meeting your marketing goals.

Step 5: Monitor and Adjust Your Campaign

Once you have selected an ad type, it is important to monitor your campaign and make adjustments as needed. You should regularly analyze your data to see how your ads perform and make changes to improve their effectiveness. Once you have a good amount of data from your selected ad types, you can analyze and find the best ad type that suits your business.

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