In recent times, a Google Adwords campaign is almost an imperative advertising tool for most businesses. In brief, an Adwords campaign is a set of advertising components such as keywords, ads and bids, which share a common budget and location. An Adwords Campaign is an excellent organizing tool for the products and services that are offered by a business. However, the exact nature of your business would actually influence the right type of Adwords Campaign. The purpose of this guide is to inform you about the different types of Google Adwords Campaigns, and how to practice efficient Google Adwords management.
The 3 different types of Adwords Campaigns are:
- Search Network only
- Display Network only
- Search Network and Display Select
Given below is a detailed account of each of these separate categories of campaigns.
1.Search Network Only
This variety of Adwords Campaign has the following features:
Ad Placement
- Google Search
- Shopping
- Google Maps
- Groups
- Google Search Partners
How It Works
Based on your specified keywords, Google will match your ads with search queries, so that Ads that direct the customer to your website will show up in the search result pages.
Ad Formats
The following type(s) of ads are available in this category:
- Text Ads
When You Should Choose It
- When you want your ads to appear next to Google Search Results
- When you exclusively want to reach customers searching for your product/service.
2.Display Network Only
This variety of Adwords Campaign has the following features:
Ad Placement
- Websites that show relevant Google ads
- Videos
- Apps
- Gmail
- YouTube
- Blogger
- Google Maps
- Google Finance
How It Works
Upon the instance that your keywords are associated to the content of a website, mobile app, etc, your ads will pop up for the user to see.
Ad Formats
The following type(s) of ads are available in this category:
- Text Ads
- Video Ads
- Rich Media
- Image Ads
When You Should Choose It
- When you want to advertise to users when they are browsing online
- When you want to generate brand awareness
- When you have sufficient experience handling Google Adwords.
3.Search Network and Display Select
This variety of Adwords Campaign has the following features:
Ad Placement
- Search Results on the Search Network
- Appropriate placement within the Display Network, such as:
- Websites that show relevant Google Ads
- Videos
- Apps
- Gmail
- YouTube
- Blogger
- Google Finance
- Google Maps
How It Works
Your budget will be evenly distributed among Search and Display Networks.
Ad Formats
The following type(s) of ads are available in this category:
- Text Ads
- Video Ads
- Rich Media
- Image Ads
When You Should Choose It
- When you are new to Google Adwords.
- When you wish to balance your budget and devote portions of it to both Display and Search Advertising.
Campaign Sub-Types
Google Adwords offer you the choice of customizing your campaign to fit your needs. After you have successfully decided on a suitable campaign, you can further tune it by choosing the appropriate preset from a choice of ‘Standard’, or ‘All Features’.
Given below are the sub-types of each Adwords Campaign.
1.Search Network Only
Campaign Sub-Type: Standard
Description: Text ads on Google Search based on targeted-keywords.
Features:
- Location-based targeting.
- Fundamental budget and bidding procedures.
- Ad-extensions include a URL, Phone Number, Social Link and Location.
- Language-based targeting.
Sub-Type: All Features
Description: Text ads on Google Search based on targeted-keywords.
Features:
- All the features that is present in the Standard Sub-Type of Search Network Only Campaign.
- Advanced Social and Experimental Settings.
- Ad Scheduling and Ad Delivery method options.
- Advanced Location-based targeting settings.
- Mobile App extensions.
- Advanced Keywords Matching.
- IP exclusion.
- Dynamic-tracking URLs.
2.Display Network Only
Campaign Sub-Type: All Features
Description: Text, Image, Rich Media and Video Ads on Google Display network.
Features:
- Location-based targeting.
- Fundamental budget and bidding procedures.
- Ad-extensions include a URL, Phone Number, Social Link and Location.
- Operating System, Device Model, Carrier Mode and Wireless Network-based targeting.
- All Ad-extensions and Ad-delivery methods.
*The ‘Standard’ Campaign Sub-Type is not available in this variety of Google Adwords Campaign.
3.Search Network and Display Select
Campaign Sub-Type: Standard
Description: Text ads on Google Search and Google Display networks based on targeted-keywords.
Features:
- Location-based targeting.
- Fundamental budget and bidding procedures.
- Ad-extensions include a URL, Phone Number, Social Link and Location.
- Language-based targeting
Campaign Sub-Type: All Features
Description: Text ads on Google Search and Google Display networks based on targeted-keywords. Also includes Image, Rich Media and Video Ads on Google Display network.
Features:
- All the features that is present in the Standard Sub-Type of Search Network and Display Select Campaign.
- A special Tab, known as the Display Network Tab, which includes various targeting methods such as Display Keywords, Ad placements, Remarketing features, and site category options.
Special Campaign Sub-Types
A special set of campaign sub-types are present in the Google Adwords setup which allows you to implement certain features of online advertising.
Special Campaign Sub-Type |
Description |
Feature Available In |
Dynamic Search Ads |
Dynamic Search ads are a type of text ads that do not use pre-defined keywords to target searches, instead relying on content from your website and landing pages. Ad headlines are dynamically generated. |
Search Network Only Campaign |
Mobile Apps |
Android and iOS users can view Image and Text ads on the Google Display and AdMob networks. The types of mobile app ads are: 1) App Installation Ads 2) App Engagement Ads |
Display Network Only Campaign |
Text, Image or Video ads are displayed to users who have already visited your website. These ads are displayed to them when the browse other sites on the Google Display Network |
Display Network Only Campaign |
|
Engagement |
Engagement ads are a group of interactive rich format ads on the Google Display Network. Examples of Engagement Ads: 1)Lightbox ads 2) Hover to Play ads |
Display Network Only Campaign |
Changing Campaign Types
If you wish to switch your Google Adwords Campaign type from one to another, it is possible only when you wish to switch from “Search Network Only” to “Search Network with Display Select”, or when you wish to switch from “Search Network with Display Select” to “Search Network only”. However, it is important to note that you have the option to switch from one campaign sub-type to another; doing so might result in some features of your current campaign sub-type to be unavailable.
Google Adwords Management is not an uphill task if you educate yourself about the various features. To launch your Adwords campaign right now, you can do it online through releaseMyAd. You can contact us by visiting our website, or by mailing us at online@releasemyad.com, or by giving us a call on 09836068426.