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You probably have come across Google Ads on google. Perhaps you saw a promotion of beauty products when reading about health and wellness. Or maybe you were looking for car keys replacement, and a discount on Google search results led you to find a location. Well, at first, Google Ads may look complicated and that is why you need assistance from the top marketing agency with a media buying department. 

We shall take you systematically until you can run an ad. Foremost, it’s crucial to know that we have eight different types of Google Ads.

  1. Search – Text ads on Google search results
  2. Display – Image ads on websites or Gmail
  3. Video – Video ads on YouTube
  4. Shopping – Product listings on Google
  5. App – Your app promotion on many channels
  6. Smart – Simplified automated ads on Google and across the web
  7. Local – Drive customers to a physical location
  8. Discovery – Runs ads across Google’s feeds when they’re open

This article will discuss the search campaigns. We recommend starting with them, and later, if you see the need, you can also try adding more campaigns, such as discovery ads.

Google Ads: Main Terms You Need To Know

Let’s briefly go through the key concepts you need to be familiar with to comprehend the different sorts of Google Ads and their recommended practices.

Google Ads 

Google Ads, formerly known as Google AdWords, is a marketing tool the company developed that enables users to promote their companies by placing advertisements on Google search results and throughout its network. Advertisers pay per click or impression with this pay-per-click (PPC) advertising option.


Similar to an auction, Google advertisements bidding works. You must choose a maximum price (your bid) that you’re ready to spend for a particular action on your ad if you want to advertise on Google. Higher bids, of course, result in better ad placements.

  • CPC (cost-per-click) – The amount you pay for a click on your ad.
  • CPM (cost per mille) – The amount you pay for 1,000 impressions of your ad (times your ad is shown to people).

Ad campaign

A collection of advertisements with the same budget, geographic targeting, and other options.


These are phrases or words that adequately explain your goods or services. Choose keywords that best reflect the search intent of your target clients because they will affect when and where your ads will display.


When a user completes the desired activity (makes a purchase, signs up for your newsletter, etc.).

More terminology will become apparent to you as you launch your first advertising efforts, but for now, they will be enough to understand this article.

Types Of Google Ad Campaigns & Their Best Practices

Now that you’re familiar with Google Ads basics, let’s dive into the five Google ads campaign types and see how you can use them to advertise your business.

Google search ads 

This type of ad attracts people looking for your products. On the pages of the Google search engine results, there are text adverts called Google search ads (SERPs). Your search advertising may show up either at the very bottom of the page or at the top above the organic search results.

Best suited for: Getting in front of potential customers.

You may contact customers looking for the goods and services you provide by targeting terms with buyer intent. For instance, you can draw in customers wanting to buy dog beds by targeting phrases like “dog beds cheap” in your Shopify store.

Your bid price determines whether your ad campaign appears at the top or bottom of the SERPs.

The more you bid, the better visibility you get.

Best practices of Google search ads

Here are the best practices for Google search ads that will help you increase sales.

1. Write compelling ad copy.

Remember that your writing skills will determine their effectiveness since search ads are just text with no accompanying images. The benefits to users, not the qualities of your items, should be the main focus of your advertisement material. Appeal to the wants and feelings of your potential customers.

Additionally, since there isn’t much room in your advertisement, highlight only the most crucial details. Use precise calls to action rather than general statements.

2. Establish branded search campaigns.

If your company is new and you still need to rank organically, you are strongly advised to bid on your branded terms. By doing this, you can guarantee that potential clients will be able to discover you quickly if they wish to check you out.

Run a branded search ad even if you currently have a high organic ranking on Google; it will still be helpful. Grammarly does it despite having a powerful, well-recognized brand.

You take up considerably more room on the SERPs and improve your chances of gaining traffic by placing a bid on your brand name. 

You may learn more about the various variances in how your audience searches for you on Google by launching a branded search campaign. You may encounter misspellings or long-tail keyword variations like “Grammarly for technical writing” that can inspire you to sell your services.

3. Run competitor search campaigns

Targeting your rivals’ branded phrases is another way to leverage text advertisements.

It’s quite acceptable to do; it’s a widely used technique. Please take advantage of this opportunity to boost your sales because it’s likely that individuals looking for your competitors’ items will also be interested in yours. Additionally, if you’re already well-known in your industry, your rivals may already compete for your branded terms.

Publish dynamic search advertisements

Google claims that every day, 15% of queries are made for the first time. While this increases the number of ways intelligent marketers may reach their target audience, staying on top of all the essential keywords for your business is more challenging.

Run dynamic search advertising to save time and make managing keyword lists simpler. They provide the simplest means of connecting with consumers looking for your goods and services on Google.

Dynamic search ads use the content from your online store to target your ads.  With dynamic search advertisements, you can fill in the gaps your typical keyword-based campaigns left and avoid managing lengthy keyword lists.

Several considerations should be made:

  • If your website is updated frequently, dynamic search advertisements will be less effective (e.g., you update it with daily deals).
  • Websites with a clear structure perform better with dynamic search ads. Because Google will utilize your HTML titles and other portions of your website content to produce headlines for your ads and match them to searchers’ queries, be sure they are well-thought-out.
  • For Google to be able to recognize themes and phrases on your website, your product pages and homepage must be optimized.

4. Produce flexible search ads

Although they may have a similar sound, responsive search advertisements and dynamic search ads are different. With dynamic advertisements, your ads are created by automatically adjusting material that is pulled from your website.

In contrast, the advertiser for responsive advertisements must create a list of various ad headlines and descriptions for the same ad. Then, Google Ads automatically combines and contrasts them to identify the best combinations.

The performance of your campaign can be enhanced by using responsive search advertisements to determine the best approach to match users’ search intent. Additionally, they help you reach more individuals and let you customize your ad language based on the locations of your clients. Now you know about the first type of Google ad which is Google Search. You can always have Charleson, the top digital marketing agency, run your ads.


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