What Are the Different Types of Google Ads and What is Their Effectiveness?

What Are the Different Types of Google Ads and What is Their Effectiveness?

Google Ads is a powerful tool when you want to target the right audience, generate more sales, increase brand awareness, and drive traffic to your websites and landing pages. But not all ads are equal or even made for the same purpose. Based on your objectives, your Google Ads plan needs some serious amount of customization. Here is everything you should know before investing in a Google Ads campaign.

Why businesses need to invest in Google Ads

Google Ads is a paid search advertising program that allows businesses to promote their products and services on Google.com. It is a great way to advertise your business because it is affordable and easy to use. Some of the benefits of using Google Ads are:

  • You don’t need any previous experience with digital marketing or website development in order to start using Google Ads. All you need is a Google account and some knowledge about the Internet. A demonstrative tutorial will help you get started. 
  • You can set up your ads in less than an hour. It takes more time to create an ad than it does to set up your account — so if you already have your ad content planned, you can start showing it to your target audience in no time.
  • If you already have a website, you can use Google Analytics to track how well your website performs against competitors’ sites, along with other performance data that will help you make better decisions about which ads are performing best at any given time. This allows you to optimize your ads over time, which means they will perform even better in the future!
  • You will get access to free analytics tools such as Traffic Estimator and Keyword Tool — which allow you to see how much traffic each keyword can generate before you create your campaign.

How does Google Ads work?

Keywords and ad auctions

At the heart of Google Ads is the concept of keywords. When a user types a search query into Google, the search engine uses complex algorithms to match the query to relevant keywords. Advertisers then bid on these keywords to show their ads to users searching for those keywords.

To determine which ads to show for a particular keyword, Google holds an ad auction. In the auction, Google considers several factors, including the ad’s relevance to the search query, the advertiser’s bid amount, and the ad’s historical performance. The winner of the auction gets to display their ad at the top of the search results.

Ad formats

Google Ads supports various ad formats, including text ads, display ads, and video ads. Text ads are the most common format and appear at the top of the search results page. They consist of a headline, a description, and a link to the advertiser’s website.

Display ads, on the other hand, are visual ads that appear on relevant websites that have opted into Google’s display network. These ads can be in the form of images or videos and are designed to catch the user’s attention and encourage them to click through to the advertiser’s website.

Video ads are also supported on Google Ads and can be shown on YouTube or on other websites that are part of the display network. They are an excellent way for businesses to tell their story or showcase their products and services.

Targeting options

Google Ads also provides a wide range of targeting options that help businesses show their ads to the right people at the right time. Advertisers can target their ads based on demographics, such as age, gender, and location, as well as interests and behaviors.

They can also use keywords and topics to target users who are actively searching for specific products or services. In addition, advertisers can use remarketing to target users who have already interacted with their website or shown interest in their products.

Measuring performance

One of the significant benefits of Google Ads is the ability to track and measure the performance of your ads. Advertisers can see metrics such as clicks, impressions, click-through rates, and conversions. This data allows them to make informed decisions about their ad campaigns and optimize them for better performance.

5 major types of Google Ads you need to consider for your business

If you are looking to drive more traffic to your website and increase conversions, Google Ads can be a powerful tool. But with so many different types of Google Ads available, it can be difficult to know which ones are the most effective for your business. Here’s a rundown of the different types of Google Ads and their effectiveness.

Search ads

The crowd favorite, search ads are the most common type of Google Ads. They appear at the top of search engine results pages (SERPs) and are triggered by specific keywords. Search ads can be highly effective as they target users who are actively searching for products or services related to your business. This is why more than 80% of users actually like seeing search ads over others.

Display ads

Display ads appear on websites that are part of the Google Display Network. They can include text, images, or videos and can be targeted to specific audiences based on interests or demographics.

Display ads can be effective for building brand awareness and driving website traffic, but they may not convert as well as search ads. They are also why ad blockers exist, so they are not exactly loved by people, either.

Video ads

Video ads can be shown on YouTube or on other websites that are part of the Google Display Network. They can be skippable or non-skippable and are also targeted to specific audiences based on interests or demographics. Video ads, too, can be effective for both building brand awareness and engaging with potential customers as videos have the highest engagement rate of any content format.

Shopping ads

Shopping ads are designed for eCommerce businesses and appear at the top of search results pages when users search for specific products. They include an image of the product, its price, and the name of the retailer. The concept is simple. If people like what they see, they click on it. This is why shopping ads can be highly effective for driving sales and increasing revenue.

App ads

App ads are designed to promote mobile apps and appear in Google Search, Google Play, and YouTube, among many other apps. Like every other ad type, these can be also targeted to specific audiences based on interests or demographics. The purpose of app ads is singular: to be effective enough to increase app installs and engagement on the app page.

While you can run a Google Ads campaign by yourself, the success of the campaign lies in how well you understand the ad formats. Each type of Google Ad has its own strengths and weaknesses, and its effectiveness will depend on your business goals and target audience.

If you are DIY-ing your ad campaign, consider trying different types of Google Ads to see which ones are best suited for your business. But remember that this trial and error can be an expensive undertaking. This is why it is always recommended to work with a professional Googe Ads agency to run your campaign. It can save you money and lots of costly lessons in the long run.


I'm a technology content writer with a solid track record, boasting over five years of experience in the dynamic field of content marketing. Over the course of my career, I've collaborated with a diverse array of companies, producing a wide spectrum of articles that span industries, ranging from news pieces to technical deep dives.