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Pick Google Ads campaign type according to scenarios and goals


Each Google Ads campaign type has a different goal. Choose your goals first. The goal is nothing but your business objective. After choosing the goals, you should choose the relevant campaign type. The wrong campaign type can’t let you achieve the goal.

There are 5 types of campaigns in Google Ads.

  1. Search Campaigns – Search campaign are shown next to Google search results and on other Google partner sites, like YouTube. It has 3 goals Sales, Lead and Website traffic.
  2. Display Campaigns – The Google Display Network can help you reach people with targeted Display ads while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps. Display campaign has 4 goals Sales, Lead, Website traffic and Brand awareness and reach
  3. Video Campaigns – Video ads appear on their own or within other streaming video content on YouTube and across the Google Display Network. It has 5 goals Sales, Lead and Website traffic, Product & brand consideration, Brand awareness and reach
  4. Shopping Campaigns – This campaign promote your products by giving users detailed information about what you’re selling. They appear on Google Shopping and next to search results has 3 goals Sales, Lead and Website traffic.
  5. App Campaigns – App campaign appear across the Google Search and Display Networks, as well as on Google Play and YouTube. It has just 1 goals i.e. App promotion.

Using a goal eases your decision-making when you create a campaign in Google Ads by guiding you to the specific features designed to help your campaign succeed. You can add or remove a goal at any time and, if you want, choose to not use a goal and create your campaign without seeing a goal’s recommendations. To see more information about each goal type and some of the highlighted features each goal recommends, simply place your cursor over a goal.

When to use these goals

Business objectives help to choose the right goal. Figure out your business objective first. Then figure out the objective of your campaign. Why do you want to run campaign? For generating leads or to create the awareness about your product and brand. Following are some goals and their use case scenarios.

Sales Goal

This goal is used to drive sales or conversions online, in app, by phone, or in store. Another use of this goal type is to engage with customers who have already contacted you or are close to making a purchase decision.

Leads Goal

Lead goal is used to encourage relevant customers to express interest in your products or services by signing up for a newsletter or providing their contact information.

Website Traffic Goal

This goal type is used to drive potential customers to visit your website.

Brand Awareness & Reach

This goal is chosen to Increase awareness of your products or services. You can use it to introduce customers to what you offer when releasing a new product or expanding your business into a new area.

Product & Brand Consideration

Marketers use this goal type to encourage potential customers to consider your brand or products when they are researching or shopping for products. The goal is also used to engage with people who’ve demonstrated interest in your brand. You can encourage people to consider your brand or products in the future using Product & Brand Consideration goal.

App Promotion

Using this goal type, you can drive app installs and engagement with an automated campaign showing ads on the Google Search Network, the Display Network, Google Play, within other apps, and on YouTube.

Google ask related question in certifications.


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