Key Features of Google Ads & Quick Creation Guide

Google Ads stand as a cornerstone for driving targeted traffic and achieving business objectives. Understanding the key features of Google Ads and the creation processes of various Google Ad types is crucial for optimizing campaigns and maximizing returns. This guide provides a succinct overview of the essential ad types within Google Ads and offers a streamlined approach to creating effective campaigns.

1. Key features of Google Search Ads

• Economical
• Text-based
• Using real-time search queries, ads are highly targeted and appear right when users are looking for that particular information.

Search ads have evolved significantly since my early days as a fledgling AdWords copywriter, becoming an integral tool within Google’s advertising program. These ads are seamlessly (or semi-seamlessly) integrated into search results, resembling standard link listings complete with website names, favicons, page title tags, and meta descriptions.

 

Constructing a Google Search Ads Campaign:

1. Select a campaign goal, conversion action, and method to achieve the goal (website visits, phone calls, or form submissions).
2. Set your bidding focus, such as conversions, conversion value, or clicks.
3. Configure campaign settings, including display networks (search and/or display), locations, languages, and audience segments.
4. Enter keywords or select from auto-generated suggestions.
5. Provide ad details like URL path, headlines, descriptions, business name, logos, and callouts.
6. Set an average daily budget.

2. Key features of Display ads

• Visual-centric
• Broad reach (35 million+ apps and websites plus Google properties)
• Follows users according to how they browse.

Constructing a Google Display Ads Campaign:

1. Choose a campaign goal and conversion action.
2. Set basic campaign details like locations, languages, and display schedules.
3. Establish an average daily budget and bidding preferences.
4. Opt for automatic targeting or specify ad targeting parameters.
5. Create the ad by inputting business details, images, logos, videos, headlines, and descriptions.

3. Key features of Shopping ads

• Includes product images
• Auto-populates using Merchant Center data
• Appears in search partner results and on Google properties.

Constructing a Google Shopping Ads Campaign:

1. Choose an objective and conversion goal, then link your Merchant Center account.
2. Choose campaign preferences like inventory filter, localization, budget, and bidding type.
3. Give your ad groups names, and for every automatically created ad group, set daily bidding limits.

4. Key features of Google Video ads

• Dynamic video content promotion
• Available in multiple formats (skippable, non-skippable, in-feed, bumper, outstream, masthead)
• Can be showcased on third-party apps, games, and websites.

Constructing a Google Video Ads Campaign:

1. Set general settings like location, languages, bid strategy, and display networks.
2. Select ad groups, audience segments, and advanced settings.
3. Upload or search for a YouTube video.
4. Enter ad details, including call to action, headline, and target URL.

5. Key features of Google App ads

• Target new and current users
• Display across a wide range of surfaces
• Campaigns target installs, engagement, or pre-registration

Constructing a Google App Ads Campaign:

1. Search for the app and select the campaign subtype.
2. Configure general campaign settings.
3. Set an average daily budget and bidding strategy.
4. Provide assets like URLs, headlines, and calls to action.

6. Key features of Discovery ads

• AI and machine learning to tailor ads
• Multiple images included
• High conversion potential due to user browsing context

Discovery ads utilize AI to iterate ads across multiple surfaces, appearing on Discover feeds, YouTube, and Gmail.

Constructing a Google Discovery Ads Campaign:

1. Set campaign parameters like region, language, and bidding type.
2. Create audience segments.
3. Upload images and logos, then add headlines, descriptions, landing page URL, and call to action.

7. Key features of Local Services Ads

• Direct customer connections
• Highly targeted, localized leads
• Google badges indicating service quality

Constructing a Google Local Services Ads Campaign:

1. Check eligibility for the program and create a business profile.
2. Fill out business details, service area, and business hours.

8. Key features of Performance Max ads

• Machine learning and AI optimization
• Displays across all Google advertising channels
• Identifies new market segments

Constructing a Google Performance Max Ads Campaign:

1. Select a campaign objective and conversion action.
2. Set a bidding plan and other campaign settings.
3. Include assets like target URL, images, logos, videos, headlines, and descriptions.
4. Set an average daily budget.

9. Key features of Smart ads

• Centralized hub for cross-channel advertising
• Prioritizes campaign-wide goals
• Target keyword themes

Constructing a Google Smart Ads Campaign:

1. Input domain and business category.
2. Google suggests ad campaigns based on automated keyword searches.
3. Review, verify, and configure campaign goals, budgeting, and bidding.
4. Add creative assets like headlines and calls to action.