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google ads campaign type

Published on: January 29 2023 by pipiads

How I Use Different Google Ads Campaigns

Google ads currently has six different campaign types that you can use to promote your products or your services for your business, and if you use the wrong campaign type at the wrong time, this can severely impact the level of results that you will see with Google ads for your business. so right now I'm going to break down the different types of campaigns that I use, but, more importantly, I'm going to show you exactly when I use each of these campaign types that you have available to you in Google ads. and all of this information which I'm going to share comes from my experience in running Google ads campaigns since 2010.. and in that time, I've run campaigns for e-commerce businesses, service based businesses, b2c businesses, B2B businesses, software as a service companies and countless local businesses. and just in case we haven't met yet, my name is Aaron Young from defined Digital Academy and I'm your 15 000 hour Google ads Master. if you're setting up a new Google ads campaign for a service based business, my our go-to campaign to start with would be a search campaign, and if you're an e-commerce business, I would start Google ads with a combination of a search campaign and a shopping campaign. now I know, with e-commerce products, a lot of people will go straight to the shopping campaign, running that by itself, but the reason for why I'd recommend also adding in a search campaign right from the start is because the search campaigns will give you an extra ability to add in some extended ad copy headlines and descriptions, and these extra ad copy headlines and descriptions can become a very powerful tool for selling your e-commerce products, especially if your product has a higher price point than your competitors, because you can use these headlines to highlight any unique selling points which you and only your product have. so, with that said, for the majority of businesses, you're going to be starting straight away with either a search only or a combination of a search and a shopping campaign, and the reason for why I'm recommending these two campaigns as your lead off campaigns in your Google ads account is because these two campaigns give you the most information out of all of the other campaigns that Google currently offers, and that's because these two campaigns give you the exact Search terms that a user uses, so that you can find out which of the Search terms generate the highest clicks and also the highest level of conversions, and then, furthermore, to both tied to these campaigns, when you manually add in audiences, you get to see the exact data, down to the clicks, Impressions, click-through ratio, number of conversions, cost per conversion, etc. etc. all of that powerful information, and you get to see it at an audience and a demographic level. and then, finally, with your search campaigns, you can split, test different ad copies so you can start to find out which messaging, so which call to actions, which headlines, work the best for your services or your products. and right now we're going to jump into a screen share so I can show you the different levels of detail that search and shopping campaigns give you, which the other campaigns in Google ads don't give you right now. but before we get into that, I do want to point out, with both your search and your shopping campaigns, a key element for success, to make sure that you're seeing success in those campaigns- is that you need to have a very clear optimization strategy, and what I mean by that is you need to know exactly what you're going to be optimizing in your Google ads campaigns, those search and shopping campaigns, every time you go into Google ads, and that's why I want to give you my free Google ads optimization checklist, and this is a checklist that I still use today and it lets me know exactly what I need to be optimizing in my Google ads campaigns: every 72 hours, every week, every month and every 90 days. and if you want to get your free copy right now, all you need to do is to follow that link in the description. all right, let's go. so first off, let's jump into a search campaign so you can see straight away with this search campaign. when you go into these keywords section, you can not only see the keywords that you've actually entered in to Target Those ads, but when you go down into this Search terms report, you can see all the individual Search terms which have triggered your ads. and then what you can also do from there is you can also filter this by conversions so you can see the top user Search terms which are generating these conversions. and then you can see all of this other data in and around: conversion rates, cost per conversion, your different click-through ratios and your average CPC. and then from there we can also go into our audience and with our audiences we can then even break this down to see which audiences are giving the highest level of clicks, the highest click-through ratio and conversion rates, and then, when you filter this down even further, you can see this once again for demographics based on age, gender and even household income. and this is fairly much the same as well when you move over to a shopping campaign. so under the keywords tab, once again you can see those different Search terms, finding those Search terms which are generating all of those conversions. you can then once again see that cost per conversion in those conversion rates and you can see this same level of data for the audiences. now in shopping campaigns you don't get it down to that demographic data, but you can definitely see it in and around the different audience segments, once again, seeing which audience segments are giving those highest level of conversions and click-through ratios. but when you head over to a performance Max campaign, you only get this data in here where you go into this insights and it just gives you some general data. so rather than the individual Search terms, they're all grouped together. and even when you click in further to this view details section, once again you're not getting the full level of data, like you see in a search campaign. and then, once again, when you come into these audience insights, once again it's all grouped together, so you're not seeing the individual level of data which you see in those search and shopping campaigns and further to that, you're not able to add in those individualized bid adjustments which you can add in here in your search and your shop campaigns and you don't have the option to add in any exclusions. and just like we see with the keywords and also those audience data, the same thing happens with your ad copies. in your search campaigns you can see the individualized data for your ad copy so you can see which ad copy gives you the highest click-through ratio and also those highest conversion rates. but when you go to the performance Max campaign and look at the different ad copies, once again, it just gives you some general information about which headlines are performed the best and which ones have the lowest performance. but you're not getting that individualized data so you can make specific optimizations and that is why I recommend that you should start with search and shopping campaigns, because you're going to get that data so much quicker and that important data which you need is specially around your ad copies, is some important data that you can then feed into your performance Max campaigns. so after I've started a search in a shopping campaign, if I wanted to, I would then introduce a performance Max camp and what we spoke about before, with the fact that performance Max campaigns don't give you the same level of data as search and shopping campaigns. this is why I don't start them right at the start, and the reason for that is because performance Max campaigns are a smart campaign, and what that means is that, rather than you running the campaigns through different optimizations and targetings, is that Google does this for you. now don't get me wrong: the Google algorithm is smart and it will work it out. event.

Google Ads Tutorial: Google Ads Campaign Types

Hey guys, in this video we're gonna be covering the Google Ad Campaign Types, How to use them. We're going to be covering them in detail. You're going to be learning about how to use them in your business and get the best results with your Google Ads to drive more leads and sales to your business. So make sure you hang around to the end and capture all the tips and tricks. So, in terms of Google Ads and campaign types, itcovers a lot of ground. It covers Google Search. it covers YouTube and Display, Google Shopping and even websites, because there's a lot of places that your ads are actually going to show. So we're going to be covering which campaigns show where, how you can use them and get the best results. Okay, so the first one we're toking about now is Google Search Ads. They're actually my personal favorite. I love search ads And they're really great for any business that wants to get in front of someone at the right time at the right moment when they want that partikular product or service get. So just say, for example, I need a lawyer, I live in Sydney, I need a lawyer. I go to Google and I type in "lawyer city". So, as you can see here, I have a number of ads that have popped up here and then map. now, The great thing about Google Search Ads is it allows you to get to the top of the first page of Google, In the top few spots in the first page of Google, And if you do it right, you can do it within 24 hours. Now a lot of people like "Oh, what about SEO" Now, SEO is great, But, as you can see here, right, I typed in "lawyers Sydney"- The first two results: I see our ads- to the very tippy top, And then you have the map in Google Map, And then down here you have also other suggested searches And then you have SEO, right, And if there were some YouTube videos- like sometimes right here, right there, YouTube videos, YouTube videos could be in here as well. So by SEO you mean like organic, Yeah, So like what Google suggests that you see. So, basically, Google Search has become very much a pay to play place, And if you want to be at the top of Google these days, you pretty much have to pay to be there, And that's what the Google Search are all about and the Google Search Campaigns. That's right. Okay, so the next Google Ad Campaign that we want to tok about is actually a display campaign. Now. these are banner ads that you may see on websites. when you're agreeing on around online, Mainly, you'll find that you've gone to get something on eBay or Gumtree, or you've gone to buy a cruise or a holiday And you find that that ad follows you all around the internet. That is a banner ad. So let's have a look at what they are and how that comes about. So we can see here, in terms of banner ads, we've got some of the ones that we actually use here, And but what we thought we'd do is we'd actually share with you the most effective sizes as far as Google is concerned. The first one is the 728 x 90 board. then we have the 300 x 600, half page medium rectangle and a large rectangle. Now, when you do this, you do want to have Call to Action buttons in there And you want to make the text instantly readable and use animation. possibly Now you'll see some of these ads actually have like Famous Foods To Not Eat, To Lose Belly Fat and Be A Banana Moving or something, And that would be like an animated banner. Keep it clean and simple. So, basically, these are the sizes here that you can see. So we have the different sizes and what they are and how they go about, And you can say that the leaderboard- that's the big, long one That you'll see, that goes across the top of the page or lengthwise down the bottom. Then, of course, this is something that adds to. So this need to be like a medium rectangle, a large rectangle that there would be like a half page length And then you'll see down the bottom. there that's the leaderboard Being the long one. They're going to be varying upon those three sizes. so either radically up and down- Big square one or lengthways across the bottom is kind of how they all come about. So you would have seen those ads around the Google Display Ads. they're really great. We use them a lot for remarketing. Anyone who's been to your website knows likes and trusts you. those things can build like crazy. With Display Ads we actually get probably the highest return on adspend when used with warm audiences If you're not doing anything else. guys, these remarketing is probably one of the best strategies you can do inside the Google Ads platform. The next type of campaign is called a Shopping Campaign. A shopping campaign is used heavily by retailers who are selling physical parts, like e-commerce type things, And basically, it's very similar to Search Ads, except you're not so much putting up like a text based ad, Rather that you're putting up an image of what your product is, what it's called, how much it is, what are some reviews on it, And what we'll do quickly is I'll show you a really good example here. So, right here, all I've done is I've come into here on Google and I've typed in "protein supplements". Now, sometimes what you'll find is these ads are here, will show up at the very top, Or they show up here on the side. These are your Shopping Display Ads, All right. so when someone types in whatever your product is, or maybe as a part of the review, So it could be like a protein supplements review or just approaching supplements or anything like that. Same similar type of process with keywords, with search, as it is for shopping ads. But, as I said, you're going to show up right here on the side or up here on the top, above these search ads, And these are called Shopping Ads And they're really really heavily used by internet retailers and e-commerce people. So if you want to get your business, basically your product, on the front page of Google in an image format, this is the type of ad we can use, Because the next few ads campaign is actually Video. and what can we do with Video? Well, basically, video is all over. You can put your ads in front of YouTube. you can also put them on websites. Maybe you've been to a website and all of a sudden, music starts playing and people start toking about what is that? That's probably a Google Ad playing on a website, But in most cases, people use Video Ads on the Video Ad platform of YouTube Ads. So let's have a look at the three main type of YouTube Ads. If you've used YouTube before, you'll know that you would have seen an ad at some point, unless you have like a YouTube Red or Premium or whatever. You're seeing ads on YouTube, So let's have a look. So, basically, there's there's a lot of different video ad types that you can have a look at. We have done different videos on all the different types of ad types, the video ad types. Click on that and have a look. But here's really the best types of ads that you see. The first one will be Skippable. So these are ads that will say: you got five seconds to skip, Starts counting down and then you skip. The next one is some form of non skippable ad used by big brands and things like that, And you literally sat there for 15 seconds having to watch these types of ads. So you can see here, this is a good example- You can skip this. The ad accounts down five seconds. This would be the in-stream skippable ads, And then, of course, we have the video will play off. Now there are some other ones that you can do: discovery type ads and a whole bunch of other things you can do with video. Again, check out the video above. But this is the type of campaigns that you would run. Now. this is a big opportunity for most businesses, because I think less than 8-9% somewhere in there are businesses that actually use video ads in YouTube, And YouTube is actually the largest social media platform on the planet- It's bigger than Facebook. So this is really like the golden age to get out there and get your YouTube Ads working. We get a really good return on adspend on all our YouTube.

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Which AdWords campaign type is right for me?

Henry…, Maria… and Tedare: three very happy AdWords advertisers Who have gotten very good at answering one important question: “Which campaign type is right for me”. Well, there’s no one size fits all in AdWords. What works for one person may not work for another… So to help you determine, figure out what’s best for your business, let’s start by looking at some of the options available to you…. Campaign type determines things like where your ads can show to customers and what format they can be in, like text or video. Your ads can show on one or both of Google’s advertising networks, depending on the campaign type you choose. These networks make up all of the places where your ads can appear, whether on desktops, tablets or mobile devices. There's the Search Network, which shows ads when users search on Google and on other search websites that partner with Google to show ads. And there's the Display Network, where ads appear on millions of popular websites, mobile apps, videos and more with content related to your targeting. As you’ll see, with Henry, Maria and Ted, you can pick a campaign type that uses just one of these networks or both networks. with the Search Network, with Display, Select campaign type. Next, you’ll choose a campaign’s subtype. The most common options - “Standard” and “All features” - let you determine how many settings you want to choose from for your campaign. If you want to accomplish a specific goal with your ads, like driving more installs of your mobile app, you can choose a specific campaign subtype to meet your needs. In general, the “Standard” subtype is best if you’re new to AdWords or just want to get your campaign set up quickly without a lot of additional options. “The All Features” choice is best if you’re a daily AdWords user and want to be able to mix and match different AdWords features, like scheduling your ads to run at certain times and targeting ads to specific locations or websites. Now let’s tie it all together with a few examples. Ted runs a thriving travel agency And is still pretty new to AdWords. So when he created a campaign to promote his tour packages, he chose the recommended setting for all new campaigns: Search Network with Display Select. This campaign type is great for Ted because it helps him reach the largest possible audience by showing his ads on both the Search and Display networks with the least amount of setup. To make things even simpler, Ted picks the “Standard” subtype because he knows he doesn’t need a lot of flexibility for his campaign. Here’s Henry of Henry’s Hardware. Henry is an experienced advertiser, so when he set up a new campaign to promote his locksmith service, he chose a Search Network Only campaign with the “All Features” subtype. This type of campaign is right for his business because it helps him reach new customers right when they’re searching for a locksmith. But his locksmith service isn’t open 24/7, so he selected the “All Features” subtype to get access to tools that let him schedule his ads to only show during business hours. Maria is in a different situation. She wants more people to know about her store, But not just any customers… The right customers for what she sells. Maria decides that a “Display Network Only” campaign is what she needs. This campaign type lets her reach customers wherever they are online, whether that’s browsing websites, watching YouTube videos or using mobile apps, And the targeting options in a “Display Network Only” campaign let her show her ads to just the right audience. For a complete comparison of all the different campaign types and subtypes available to you, visit the AdWords Help Center.

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Types Of Google Ads Explained 2022 | Choosing the Right Google Ads Campaign Type

hi, welcome to the channel. my name is nick armenis and in today's video i'm going to cover off get started with google ads- pick the right campaign time. so today we're covering how to pick the right campaign for you or your business: choosing the perfect campaign. google ads offers advertisers a variety of ways to reach their customers. in this video i will show you one: what are google ads? two, what campaign types are available to you. three, where do these ads appear? four, how to choose the best option for your business. and then, lastly, how to best set up your business for google ad success. so by the end of this video, you will have clarity on what campaign type will best suit your needs. so, firstly, what is or what are, google ads? so what are google ads? google ads, previously called google adwords, is a paid form of digital advertising. it allows advertisers to give exposure to their products and services across google's platforms. your ads can be seen by billions of people who use google to look for answers, compare products, seek reviews, watch videos on youtube, use google maps to find places or read materials across the internet, and much, much more. the google advertising channels: these here are the main forms of google advertising channels. we have shopping, youtube display, search, discover, gmail and maps. don't get too overwhelmed now. we will cover all of these off so you better understand each one and how it may suit your needs. the different google ad campaign types. so, based on what i just showed you, all the different channels. once you get started within google ads, you may have seen, once you press that plus symbol, the blue one, or you have clicked new campaign. this is the first screen here that you come across and it's quite often a little bit confusing. which campaign type should you choose? we have search performance, max display, shopping, video app, smart, local and discovery. which of these to choose can be very difficult, but i hope to show you by the end of this video to give you the experience and ability to choose what's right for you. so how do we choose which one of these is right for our business? there is a little blurb under each of those and you may be able to work that out, but this next step here will show you exactly how to choose it for your business. so, choosing the right campaign type. there's three main factors that i look at when considering which campaign type to choose. the first is your marketing goals. the second: your overall brand strategy. three, how much time you can invest. now this goes hand in hand with your level of experience. so, depending on whether you're a beginner, advanced will depend which type of campaign you choose: the google advertising objectives. so what are your campaign objectives? are you wanting more sales? so do you have an e-commerce website and you want to drive sales in an app, phone or in-store? do you want leads? do you just want traffic? do you just want people to visit your website? do you have product or brand consideration you wish to enhance? do you want more brand awareness or reach? do you have an app you're promoting? are you wanting more local store visits or promotions? when in doubt, guys, you can actually create a campaign type without a goal guidance. so being clear what your objective is will allow me to equip you with the knowledge to select the right campaign. so a sales campaign will actually need something different to leads, to traffic, etc. so if you're an e-commerce store, you're probably going to want to select sales. if you are running a business that generates leads, you're probably going to want to select leads, but we'll get more into that in the next step. so google campaigns explain. this is where i'm going to actually explain to you what each of these campaigns are and what they do. so. google search campaigns: you may have seen these at the top of the search results. i typed in electrician near me and these were the ads that popped up. now what appears does change, right, it's not always the same businesses, it's not always the same ad copy. all of these change, but what they have in common is that google search campaigns are text ads, uh, that let you reach people while they're actively searching for something like an electrician on google. so whether you have a product or service, this can work. so if you're selling the actual fan or the lights, you can show ads for these as well up here. or if you're the service provider, the electrician- you also can sell your service or the ability to get in front of these people with google search ads. search ads are really good for generating leads or even direct sales. they're perfect for both services and physical products. so whether you have a service or a physical product, you can make use of google search ads. google search campaigns are high intent marketing. so we aren't giving people disruption based marketing here. we're not trying to disrupt what they're doing. we're trying to present them with exactly what they're looking for at the right time. the good thing with google search campaigns are they're very, very easy to set up. you just choose the keywords to target, write the text and you're pretty much ready to go- google shopping campaigns. google shopping campaigns are the bread and butter for retail and e-commerce businesses. so if someone types red leather handbags, this is what you might see at the top of the search results and then also in the tab next to there where it says shopping. these are paid ads here. there are also free lost listings here as well, but google shopping campaigns. we are able to sync our product catalog, so our list of products on our ecommerce website, with google through the merchant center, and then we can harness these purpose built ecommerce product listing ads. as you can see, we have an image, a title, a price point, brand name and then often things like free delivery, and then, once you click the ad, you can actually often see more information, a description or, depending when you click it, where you'll be taken directly to the seller's website, so this will link to your actual website. these ads are ideal for brands and retailers wanting to appear in front of customers actively searching for what they sell- in this example, red leather handbags. so listings appear in the search results and, as i said, in the shopping tab and actually in things in areas like the image tab as well. store owners can also use local inventory ads to promote products at their physical locations as well. so google shopping is fantastik. it is only really for e-commerce websites selling products. google display campaigns: you may have seen these browsing across the internet. there's loads of different things you can do with them, but basically we're wanting to reach a relevant audience with visually engaging ads as they browse millions of websites, apps and google owned properties. google display is a great way to expand your reach and stay top of mind with the audience beyond just google search. it also allows us to give a visual representation of what we're selling as well. it's great for reach, brand awareness and additional exposure. in my eyes, it is ideal for remarketing to your existing traffic through your audiences that you build within google ads or google analytiks. the next campaign time are youtube video campaigns. if you've ever been on youtube, you would have seen these. so this allows us to show video ads on youtube, the second largest search engine in the world, and then use video ads to make people aware of your product or consider buying your product right. so whether you're brand or selling a product or trying to drive leads, this is a really great way to a video to drive these conversions. so use the drive conversions campaign subtype to set up action-focused video ads that will get you m.

Google Ads Campaign Types Which Type Is Right For Your Business

[Music]. just wanted to welcome you to this first video of this. uh, i guess it's kind of a free course on for beginners on how to set up and manage adwords campaigns, or or as they call them now, google ads campaigns. and in in today's video i'm just going to briefly walk you through the different campaign types available to you and how each of them works so you can choose to create the campaign that's best suited for what you're trying to do in adwords. all right, so if you've been to our channel before, you'll know we specialize mostly in lead generation. um, we don't really do ecom or sales oriented stuff for shopify or anything like that. there is a few other channels where you can check that stuff out, but for us it's mostly lead generation. so that's what we specialize in and we just stik to what we're good at. so, first off, if you're in your adwords account- okay, and you go into campaigns tab and you might be looking around and wondering what all this is, how you create a campaign is simple. you just hit this little plus sign says new campaign and i'm going to walk you through the different types. all right, so first you have to choose what your goal is. all right. is it sales? is it leads? is it just website traffic? is it getting your brand out there? do you want to promote an app? more brand awareness stuff? all right. so this is. you can see here campaign types: display and video. search, display shopping- all right, shopping's. more e-commerce display is in the video above this one you should saw. ed went through what search and display and shopping is. so it's kind of all those types leads you can do: search, display shopping, video videos, more for brand stuff too. so basically, you come in here and you choose what your goal is, all right. so for our leads we'll say all right, leads. and then it comes down. you get to select your campaign type, all right. so here's our options. for if we're just trying to generate leads, we have search, all right. it gives you a little explanation here: generate customer leads with text or call ads that show near search results of googlecom. so when someone types something into googlecom and it triggers one of your keywords that you're going after, your ads going to show up and they're going to visit your landing page or website and they're going to call you or become a lead, all right. so that's what searches- searches, anything that somebody searches in google and you capture that traffic. display is a little different, so here's gives you a little synopsis on display. collect email addresses and other relevant contact information from the right people with visually striking ads that show across the web. all right. so these are more. display ads are more like banner ads that you see on websites, like if you go to like huffington post or drug report or something like that, you'll see those giant banner ads that come across the top or on the sides. though those are display ads, all right. they're just graphics that when someone clicks them, they take you to a website or landing page. that's all. display is for lead generation purposes. i would stay away from display. that's just my personal opinion. search is where it's at. that's what you want to be doing. if you're doing lead generation, you need to be doing search, okay, and no, display shopping is pretty much what it sounds like. it's for e-commerce, shopify stores, any type of store where you can just buy something right on the website. generate leads and conversions by encouraging people to interact with your shopping ads- all right. next up is video. generate customer leads and conversions with video ad formats designed to encourage people to express interest and take action. all right. so your ads will show on video platforms- i mean mainly youtube- and you can- um, i'm sure you guys all watch the youtube videos and those little things pop up in the bottom right corner. it says a call to action or something like that, or a total video ad plays before your video plays, which are super annoying. those are where you, this is where you would create those, those ads. okay, so that's it. these are the four campaign types we'll be doing for lead generation. obviously we want to be doing search. we want the most highest intent leads we can get. all right, we're going to do that by utilizing search. all right. so in the next video we're going to go in and we're just going to start building a live campaign and you'll be able to just build yours alongside me, step by step. so, besides that, i need you guys to give me a thumbs up on this video. share this video. if you can subscribe to our channel, don't forget to do that, because we drop content daily and make sure you check out the links in the description. i put some cool stuff in there for you guys, including a link to our free facebook group where we tok about ppc and different tactiks and strategies. there's one for our free adwords optimization ebook, which is going to be come in handy for you shortly. once you know how to how to build adwords campaigns, you're going to need that. there's one to our website where we just have all kinds of different information, blogs, stuff like that- so check that out as well. besides that, guys, i'll catch you in the next video. [Music]. [Music] you.

Google Ads Campaign Types

hi, I'm Philip from optimizers lab and in this video I'm gonna be toking about the different campaign types you can use within Google ads, when you should use them and what objectives you should be using them for. so let's start with one of the most prominent campaign types in Google ads, which is the search campaign. so search campaigns target keywords. so every time somebody makes a search in Google, they use a keyword, they type in a phrase and you select which phrases your ads will show for. so if we just take a look at an example now, I've typed in the word SEO services London and what we can see here is a number of ads at the top of the search results. so these advertisers have chosen for their as to show for this keyword and, like the other keywords which are similar to this, and crucially, their ads are appearing at the top of the search results. that's one benefit of using a search campaign: it can get you to top of the search results for your chosen keywords. now, with those keywords, it's important to choose targeting which is relevant to the service or product that you're offering. search is a very unique type of campaign in that it gives you the ability to almost effectively read the mind of your customer. when they're typing something in, that's what they're thinking and it gives you that perfect timing. you can be in the right place at the right time when somebody is searching exactly for your product or your service and you can be there right and at the time they're making that search and be the solution to their problem. now it's important here that when you choose your targeting, you do not try and choose or include keywords which are not exactly related to the service that you're offering. so we use SEO services as an example. if somebody was searching for instead of SEO services, so that persons looking for a service, if instead we include targeting for something such as SEO tips, let's try SEO tips. now that might not be a very good keyword to search for, because that person is searching for tips. they may not want to see ads from SEO providers appearing. they want to see tips. maybe they want an artikle, they want some information. so don't try and be a solution to everybody. search is amazing because it allows you to be there at the time when your customers, your prospective customers, are searching for your service, and that is where search is most effective. so one of the next most popular campaign types is the display campaign and with display campaigns your ads are shown on websites. as your prospective customers are roaming the internet, browsing, looking at websites, and you can display image ads and text ads. so we look at example here. we can see on the right hand side, there's an advertisement here and this is an image ad. so as this person will be browsing for this, they'll see the ad, they'll have an opportunity to potentially click that ad and be taken to the advertisers website and when they click that ad it costs money to the advertiser. they pay for that click. now, with these campaigns, they're different to search campaigns in that we're targeting based on either the content of the website that the kind of subject, the material or which Harting based on the interests or the person searching or, potentially, we're targeting based on their browsing behavior or a combination of many different types of targeting. now, display campaigns are different from search campaigns in that they are not necessarily effective for driving immediate sales. when somebody's browsing the Internet, they're not necessarily looking to make a purchase. they're not necessarily looking to purchase your product or service right now. they may be in the future. so what you can do with a display campaign is plant that seed you can speak in to develop a relationship with your target customer. with multiple touchpoints, that person will become more familiar with your brand, they might start learning more about your brand, they might visit your website and then, with remarketing, which is another type of campaign that you can set up through display, you can attract and reengage past visitors of your website and, over the course of building that relationship, when that person now needs your product or service, they have you in mind, they they have you at the forefront of their mind and now they're ready to purchase your product or service. so brand awareness- I mean display campaigns- are good for building brand awareness and generating sales over the long term, generating building relationships and then getting repeat business from those clients. so the next campaign type I'm going to tok about is the shopping campaign, which is intended to help ecommerce websites sell more product through Google. so, using this examples, if I make a search for Nike trainers, we can see there are products from the Shopping Network appearing down here, and if we click on the shopping section, we can see more trainers appearing here from different sellers. so the objective of the shopping campaign is very straightforward: is to sell more products through Google and the way the targeting works is not with keywords. when you set up a campaign, you give information about your different products to Google through a feed, such as a Google sheet- that kind of formats, with the product description, the product price and all the details Google needs to help match your product to prospective customers. now, another popular campaign type are video campaigns that show videos of your products or your service or your channel on YouTube to help build a stronger relationship with your clients, help educate them on what you offer and potentially also, to a lesser extent, drive sales. similar to display campaigns, they're generally built to build brand awareness and your videos can show in a number of different places on YouTube. they can be in stream, so when somebody's watching a video, the ad can appear before, after or during that video. the video can appear as an option when that person's browsing through YouTube looking for videos that they want to watch. so there's a number of different places those ads can show. now, one of the most typical ways for theirs to show is in-stream, so I'll just show an example of that now, and this is actually a similar ad to the display ad we saw on Forbes earlier, but this is the video format, so this is just a random video I chose on YouTube and we can see there's a video here and ad that's showing, and I'll just pause the video now, but so the video is quite a few minutes long and we have the option to skip the ad if we want to, so it's not too invasive. the viewer has a choice if they want to learn more about this product or service and they have the option of clicking through to the website. so video ads can be a very, very effective way of demonstrating your product or service and building a very strong relationship with your potential customer. so the final campaign type- I'm going to tok about our app campaigns, which are designed to drive installs, an engagement for your app, and Google offer universal apps campaign, which allows you to target potential users of your app through the search Network, if people are searching for terms relevant to your app, through the Google Play Store, on YouTube and also the Display Network. so it gives you full coverage on all of Google's platforms and really the primary way of doing that is through the Google Play Store, but also YouTube can be very effective. display can be very effective, so it's good to have excellent images for your app and excellent videos for your app to help engage potential users and drive the installs of your app. so I hope this video has been informative and will help you to make a decision on which campaign type best meets your objectives and will help you to grow your business. now. if you need any assistance and setting up any of the campaign types that I've discussed within this video, then feel free to contact us. optimize lab- we're experts and setting up all of these campaigns so you can email us on con.