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7 Types Of Google Ads & When You Should Use Them

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digital marketing blog on types of Google Ad formats

Posted on 05/10/2023 at 12:00 PM

Whether you’re looking to start advertising on Google or are already using Google Ads, knowing what type of Google Ad is the best fit for your business can make or break your paid advertising strategy. Paid search engine marketing (SEM) is a great supplemental activity to ongoing SEO work but with the associated Google Ads costs and ongoing monitoring and refinement required, it requires the right advertising strategy for your business's unique needs, goals, and budget. 

digital marketing blog on types of Google Ad formats

With over 246 million unique visitors per day, Google Ads provides a great opportunity to reach a large and diverse audience. However, with so many different types of Google Ads available, it can be difficult to know which one is right for your business. In this blog post, we'll discuss 7 different types of Google Ads and when you should use them.

Jump directly to the content you need most! 

1. Responsive Search Ads

2. Dynamic Search Ads

3. Display Ads

4. Video Ads

5. Shopping Ads

6. Local Service Ads

7. Call Ads

8. Key takeaway

9. Related articles

1. Responsive Search Ads 

Example of a responsive search ads/dynamic search ad on Google AdsResponsive Search Ads (RSA) are a type of Google search ad that allows advertisers to create multiple headlines and descriptions for their ads. Google then uses machine learning to test different combinations of headlines and descriptions to determine which ones are most effective in generating clicks and conversions.

When to use Responsive Search Ads: Responsive Search Ads are ideal for businesses that want to maximize the performance of their search ads. With RSA, you can test multiple variations of your ad copy and let Google determine which one works best. This can help you improve your click-through rate (CTR) and conversion rate over time.

2. Dynamic Search Ads

Dynamic Search Ads (DSA) are search engine ads generated by Google based on the content of the advertiser's website. Google uses machine learning to scan the advertiser's website and create relevant ads based on the products or services they offer.

When to use Dynamic Search Ads: Dynamic Search Ads are ideal for businesses that have a large and constantly changing inventory. With DSA, you don't need to create individual ads for every product or service you offer. Google will automatically create ads based on the content of your website, saving you time and effort. *Note: Dynamic Search Ads work best when your website is well-developed and organized to allow Google to properly scan your website.

3. Display Ads

Display Ads allow advertisers to display visual ads on websites that are part of Google's Display Network (such as Gmail and YouTube). Display Ads can be images, videos, or interactive ads, which can be targeted to specific audiences based on their interests, demographics, or behavior.

Example of a display ad on Google Ads

When to use Display Ads: Display Ads are ideal for businesses that want to build brand awareness and reach a wide audience. With Display Ads, you can target specific audiences based on their interests or behavior, making it easier to reach potential customers who may be interested in your products or services. Image ads also tend to be more visually engaging, which is great for building brand awareness.

4. Video Ads

Similar to Display Ads, Video Ads are a type of ad format that allows advertisers to display video ads on YouTube or other websites that are part of Google's Display Network. Video Ads come in a variety of ad formats which can be skippable or non-skippable and vary in both placement and length. 

Example of a video ad on Google Ads

When to use Video Ads: Video Ads are ideal for businesses that want to engage with their audience and tell a story. This is ideal for businesses that have a hard-to-describe product and/or for businesses looking to build brand awareness. 

5. Shopping Ads

Shopping Ads pull information from your Google Merchant Center account to display your products for sale in search engine results. Shopping Ads include an image of the product, the price, and the name of the retailer. When a user clicks on a Shopping Ad, they are taken to the retailer's website where they can purchase the product.

Example of a shopping ad on Google Ads

When to use Shopping Ads: Shopping Ads are ideal for any businesses that sell products online. With Shopping Ads, you can showcase your products directly on Google's search results pages, making it easier for potential customers to find and purchase your products. *Note: This type of Google Ad requires Merchant Center account setup and integration with your e-commerce site, which can require more work than other Google Ad types. 

6. Local Service Ads

Google Local Service Ads are a form of search engine ads that allows businesses to promote their services to potential customers who are searching for businesses in their local area on Google. Local Service Ads help businesses reach a highly targeted audience by showing their ads to users who are actively searching for their services in a specific geographic location.

Example of a local service ad on Google Ads

When to use Local Service Ads: Local Service Ads are particularly effective for small businesses with a physical location, as it helps them connect with nearby customers who are ready to make a purchase. If you own a local business and want to increase your online visibility, Local Service Ads could be an effective strategy to consider.

7. Call Ads

Call-Only Ads are a type of ad format that allows advertisers to display a clickable phone number directly in their search ads. These types of ads can be set to run only during operating hours. When a user clicks on the phone number, it automatically dials the advertiser's phone number, allowing users to call the business directly from the ad. While these types of paid ads still provide headlines and descriptions like a text ad, they prompt a user to call your business directly rather than visit your website. 

When to use Call Ads: Call Ads are ideal for businesses that rely heavily on phone calls to generate leads or sales. With Call Ads, you can make it easy for potential customers to contact you directly from the ad and can increase leads without necessarily increasing website traffic.

Key Takeaway

With a range of Google Ads campaign types and a variety of ad formats/subtypes under each, there are a wide variety of types of Google Ads that businesses can use to reach potential customers and generate leads or sales. The key to choosing the right type of advertising campaign is to understand your business goals and target audience. By using the right type of Google Ads, you can reach the right audience, generate more leads, and increase your conversions. So, whether you are looking to build brand awareness, drive sales, or increase your search engine rankings, there is a Google Ad format that can help you achieve your unique goals.

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The article does a good job of explaining the different types of Google Ads campaigns and when to use them. It covers the basics of each campaign type, such as the ad formats that are available, the targeting options, and the bidding strategies. It also provides some helpful tips for creating effective Google Ads campaigns. One thing that I would have liked to see in the article is more information about the different ad formats that are available. For example, the article mentions that responsive search ads are a good option for businesses that want to experiment with different ad copy, but it doesn't provide any specific examples of how to create a responsive search ad. I think it would be helpful for businesses to see some examples of different ad formats so that they can get a better idea of what they can do with Google Ads. Overall, I think the article is a helpful resource for businesses that are new to Google Ads. It provides a good overview of the different campaign types and when to use them, and it includes some helpful tips for creating effective campaigns. thanks for such a informative blog.
Webplause Technology | 6/28/23 at 4:30 AM
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