Campaign types

When someone mentions Google Adwords, people often only think of text ads that appear in their search results. That’s only one of the possible types.
These are the 5 different types of campaigns:

  • Search
  • Display
  • Video
  • Shopping 
  • Universal App

I will give you only a brief summary of every one of them. There is a lot, a lot more to it than it says here. Every campaign type is different and special in its own way, so because of that, I will cover each of them in separate blog posts.

Search campaigns

Do you like cake? I sure do. For a good piece, I’m willing to go all the way to New York City.
Let’s say that you’re currently there and I asked you if you could check out some cake bakeries and recommend me some so that when I go to New York in the future, I can enjoy good desserts. So what do you do? You ‘google’ cake bakeries in NYC.

search_ads

First 4 results are ads that local New York City bakeries created and set up for them to show for the keyword that you typed in: “cake bakery nyc”.
This type of ads can appear above or below organic search results.

Display campaigns

Those are banner ads that are displayed in different sizes across the internet on the sites your targeted audience visits. That collection of websites is called Google Display Network. I’m sure you’ve seen them before. They’re the ones that are following you around while you are surfing the internet. They are displayed to users based on numerous different targeting options.

Video campaigns

Video campaigns show your video ads on their own or within other videos on Youtube and across the Google Display Network. If you want to make a switch from TV to Youtube, these are the campaigns for you. Easy to use, perfect for beginners with small budgets or experienced advertisers with a large budget and big goals.

Shopping campaigns

Retailers, pay attention! With these campaigns, you can promote your business products, raise traffic to your webshop or your local store. These ads are shown:

  • in Google Shopping
  • next to Search results and separated from text ads
  • Google Search Partner websites, including Youtube and Image Search in some countries

Universal App campaigns

A go-to for every app advertiser. Creating Universal App campaigns gives you the opportunity to promote your new app across Google’s properties like Search, Google Play, Youtube and the Google Display Network. Pretty simple creation, with two optimization options: Installs and In-app actions.

Targeting options

Every campaign type has three fundamental targeting options:

  • Devices: mobile, tablet, desktop
  • Location: country, city, region
  • Language: any world language (beware of this, as this targeting option uses user’s Google interface language!!)

Besides these fundamental targeting options, there are a lot of others.
From Interest targeting and Affinity audiences in Display campaigns to operating systems, wireless networks etc. targeting in Video campaigns and so on.

How am I charged for this?

There are three ways Google can take your money:

  • CPC (cost-per-click); you are charged when someone clicks on your ad. Good to use when you want to drive traffic to your website.
  • vCPM (cost-per-thousand viewable impressions); the name says it all. Use this when you want to create awareness for your brand. Important note! -> it is only available for Display Network campaigns.
  • CPA (cost-per-acquisition): you are charged when someone takes a specific action on your site or converts. If you have something you want your users to do on your site, this is a great option.

Hope you’ve read everything above and that you can’t wait for more!
Just like I said, I’m going to cover everything above from top to bottom in future blog posts, so stay tuned! 🙂



Author

Antonio Krizmanic

Head of Advertising at Kontra. Crazy Liverpool F.C. fan.