4. Understanding Campaign Types (Search, Display, Video, etc.)
Introduction
Google Ads offers several campaign types designed for different goals, audiences, and marketing strategies. Understanding each type — and when to use it — is critical to running successful campaigns. Whether you want to drive website traffic, boost brand awareness, or sell products online, choosing the right campaign type ensures your budget delivers the best results.
1. Search Campaigns
Search campaigns are the most common and beginner-friendly type of Google Ads.
They display
text ads on Google Search results when users type specific keywords.
Example:
If you bid on the keyword
“buy Arabic perfume,” your ad can appear when someone searches that phrase on Google.
When to use:
- To target users actively searching for your product or service.
- Ideal for sales, leads, or direct conversions.
Advantages:
- High intent traffic
- Measurable ROI
- Flexible budget and keyword control
2. Display Campaigns
Display campaigns show
visual ads (images or banners) across Google’s vast
Display Network, which includes millions of partner websites, YouTube, and apps.
Example:
A perfume ad banner appears on a beauty blog or lifestyle news site.
When to use:
- To increase brand awareness or retarget visitors who didn’t convert.
- For visual storytelling and brand recognition.
Advantages:
- IN
- Low cost-per-click (CPC)
- Strong remarketing potential
3. Video Campaigns (YouTube Ads)
Video campaigns allow you to run
ads on YouTube before, during, or after videos. These can include skippable or non-skippable ads, bumper ads (6 seconds), or discovery ads (YouTube search results).
When to use:
- To showcase your brand visually.
- For product demos, storytelling, or influencer collaborations.
Advantages:
- Massive global reach
- Highly engaging format
- Great for increasing brand recall
Example:
A luxury perfume brand could show a short cinematic video ad before a “Top Fragrances of 2025” YouTube review.
4. Shopping Campaigns
Shopping campaigns are for
eCommerce businesses selling physical products. They display product images, prices, and reviews directly in Google Search results.
Example:
When a user searches
“men’s cologne,” they see a carousel of product listings — each showing an image, title, price, and store name.
When to use:
- If you run an online store with multiple SKUs.
- For direct product sales.
Advantages:
- Visual format encourages clicks
- High-quality traffic
- Easy integration with Google Merchant Center
5. Performance Max Campaigns
Performance Max (PMax) is an
AI-powered campaign type that automatically runs ads across all Google channels — Search, Display, YouTube, Gmail, and Discover.
How it works:
You upload creative assets (text, images, videos), and Google’s algorithm mixes and matches them to find the best-performing combinations.
When to use:
- If you want automation and broad reach.
- For scaling successful campaigns.
Advantages:
- Data-driven optimization
- Simplified management
- Maximum visibility across Google’s ecosystem
6. Discovery Campaigns
Discovery campaigns reach users across
YouTube Home, Gmail Promotions, and Google Discover feeds — areas where users explore new ideas and brands.
When to use:
- To reach audiences early in the buying journey.
- For visually rich brand storytelling.
Advantages:
- Beautiful, native-looking ad placements
- Expands awareness beyond search results
7. App Campaigns
If you have a mobile app, App campaigns promote downloads and engagement across Search, Play Store, YouTube, and Display.
When to use:
- For mobile-first businesses or app-based services.
Advantages:
- Easy setup — just upload your app and assets
- Google optimizes automatically for installs and in-app actions
Key Takeaways
- Search campaigns = intent-driven sales and leads.
- Display and Video = brand awareness and retargeting.
- Shopping = eCommerce performance.
- Performance Max = AI automation across channels.
- Discovery and App = early engagement and user growth.
Choosing the right campaign type — or combining several — allows businesses to build a full-funnel strategy that converts awareness into loyal customers.