Chances are, you’ve seen all types of Google Ads without even realizing it. Maybe you saw a promotion of a dieting app when reading about weight loss. Or maybe you were looking for new shoes, and a discount on Google search results led you to buy a pair. These were Google Ads!

While Google Ads may look a little complicated at first, it does get a little easier once you break the process step by step. In this article, we’re going to do exactly that. 

Benefits of Google Ads

Google Ads is arguably one of the most misunderstood platforms for paid advertising. Many business owners promote their services with sponsored posts on social media sites like Facebook but don’t make the most of Google Ads, despite the unique opportunity it offers to advertise their products and services directly to people actively searching for them.

Google puts lots of advertising tools right at your fingertips. It also gives you access to users of the world’s two largest search engines – Google and YouTube, and a network of millions of websites to advertise on. You’d be silly not to! 

Even though it can be a little confusing, everyone has to start somewhere. Whether you plan on managing your own Google advertising or outsourcing it to an experienced marketing agency, it’s best to begin by learning the necessary terminology. Here are some of the most common terms when using Google Ads;


Google ads work like an auction. If you want to advertise on Google, you need to select a maximum amount of money (your bid) that you’re willing to pay for a specific action on your ad. Naturally, higher bids get 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).


Words or phrases that describe your product or service. Keywords determine when and where your ads can appear, so choose keywords that best match your ideal customers’ search intent.


When a user performs your wanted action (makes a purchase, signs up to your newsletter, etc).

So what are the different types of Google Ads?

Google Search Ads are the best when it comes to attracting people to look at your products. Google Search Ads are text ads that you see on Google search engine results pages (SERPs). Your search ads can appear either at the top above the organic search results or at the very bottom of the page. 

By targeting keywords with buyer intent, you can reach shoppers when they’re searching for the products or services that you offer. For example, if you’re selling water bottles, target keywords like ‘cheap water bottles’ and you’ll attract people looking for just that. 

Whether your ad campaign appears at the top or bottom of the SERPs depends on your bid price. The more you bid, the better visibility you get. 

Display ads are great to generate brand awareness. While search ads are based on text and let you target specific keywords, Display ads are image-based and allow you to target people who are likely to be interested in your products but aren’t looking for them yet.

You can choose between three types of display ads: responsive display ads, Gmail ads, and uploaded image ads. While all three ad formats are effective and can serve different marketing strategies, Google says that responsive display ads get the most reach of all types. 

Responsive display ads are automatically adjusted in appearance, size, and format so they could fit all the available placements on the Google Display Network. Check out this example below; 


Videos ads are exactly what they say on the tin, videos! ​​Since YouTube belongs to Google and also acts as a search engine, purely for video content, you can target your potential customers on YouTube based on what they are watching. And with over 2 billion users worldwide, you have quite an audience to target. 

Your video ad campaigns are placed before, during, or after YouTube videos and in the search results.


Shopping ads advertise to shoppers who are ready to buy. Unlike regular search ads, Shopping ads show an image of a product along with its product title, price, store name, and reviews. Essentially, they provide shoppers with important product information before they even visit an online store. There are three types of shopping campaigns;


  1. Product Shopping ad. These are created using the product data provided in your Google Merchant Center account.
  1. Showcase Shopping ad. These can be made by grouping together a variety of similar products. Customers will be able to compare a few of your products and choose the best one. This allows people to explore your inventory without even going to your store.
  2. Local Inventory Shopping ad. These ads are useful if you have a physical store. They use product feed data from your local inventory to display your products from a physical store to nearby Google shoppers.


Are you ready to take on Google Ads?

As you can see, there is a lot to think about before you even begin implementing your targeted ad. With multiple campaign types available, it’s important you choose the one that’s going to benefit you the most. 

If you could use a helping hand marketing your products, the team here at Ame Social have experience when it comes to getting businesses services and products in the limelight, through our extensive range of digital marketing services. Give us a call on 01752 746890 or email [email protected]