Types of Adwords Campaigns Explained

There are many types of Google AdWords campaigns for building a marketing funnel. AdWords targeting is used to build prospects at all stages of their purchase funnel. From the top of the funnel branding all the way down to direct response with measurable leads and sales.

Some campaign types and targeting are more suited for different stages of the marketing funnel, and therefore are more suited to different industries, company size, budget and target market. Build awareness, influence consideration and drive action using the most appropriate campaign types and targeting objectives

Like most advertising models, purchase funnels are influenced by AIDA.

  1. Build Awareness
  2. Influence Consideration
  3. Drive Action

What is a campaign in Google Ads ?

A campaign is a set of ad groups (ads, keywords and bids) that share a budget, location targeting and other settings. Campaigns are often used to organise categories of services or products that you offer.

Campaign Type within Google Ads

The campaign type you choose determines where your target market will be able to see your ads.

Campaign types and subtypes let you target prospective customers using different setting, strategies, techniques- at different stages of their purchasing funnel. The campaign subtype determines which settings and options are available. These Campaign subtypes include standard, all features or a specific marketing objective.

Campaign types are centred around Google’s advertising networks where ads appear, namely: Google Search Network, the Google Display Network and the YouTube Network.

  • Search Keywords is an effective means of targeting prospects at the bottom of the funnel just before they purchase a service or product.
  • Remarketing is another targeting objective at the bottom of the marketing funnel on both the Search and Display Network.
  • In-market audiences are more suited for targeting prospective customers in the middle of their buying funnel.
  • Affinity Audiences are more suited to lifestyle and brand awareness.
  • The campaign settings you select will apply to all ads within the same campaign.
  • The type of campaign that you choose determines which settings are available.

Campaign Goals

As you get started with your campaign setup, you’ll be asked to select campaign goals and pick a campaign type. all campaign settings and features will be available to you despite what goal you choose, and you can always make a change to your goal or choose not to use a goal. Goals include:

  • Sales
  • Leads
  • Website traffic
  • Product & brand consideration
  • Brand Awareness & reach
  • App promotion

After you’ve selected a campaign type, you can select goals for your campaign based on the actions that you’d like your customers to take — like making a purchase or contacting your business.

Campaign goals show recommendations for features and settings that can help you meet these goals. 

Campaign Settings

Campaign Name: This is where you enter a name for your campaign. Although Google Ads enters a default campaign name for you, you may rename it so that you can easily find it in your account. Your campaign name isn’t visible to your customers.

Campaign type that you choose tailors the campaign set-up to what’s appropriate for your goals. If you tell Google Ads your advertising goals, you’ll see relevant suggestions over time based on the goals that you select.

Networks: The Networks setting indicates where you want your ad to appear based on the campaign type that you chose. For example, with the Google Search Network, your ad can appear on Google search sites and non-Google search sites (such as CNN) that partner with Google to show search ads, called search partners.

Devices: Campaigns target all types of devices, including desktops, tablets, and mobile devices. Later, you can choose to customize ads for different devices.

Locations & Languages: Your campaign’s ads are eligible to show to customers in your targeted geographic locations, or to customers who have selected your targeted language as their browser’s language setting. We recommend choosing the language that you serve your customers in.

Biding & Budget: Choose to manually set your bids for clicks on your ads or let Google Ads do it for you. Depending on your campaign type, you may see additional bidding options to choose from.

Your bid strategy controls how you pay for users to interact with your ads. Your bid limit is the most that you’ll pay per click for ads in an ad group. Your budget is the average amount that you’re comfortable spending each day on your campaign. The budget that you choose is entirely up to you, and you can adjust it at any time.

Ad Extensions: Include even more information with your ads, such as location information, links to pages on your website, and your phone number.

Additional Settings: optional features to optimize your campaign:

  • Schedule: Set a campaign start and end date
  • Ad scheduling: Choose certain days or hours of the week for your ads to show
  • Ad delivery: By default, Google Ads shows your ads when they’re more likely to get clicks or conversions, but you can choose to show your ads more evenly throughout the day
  • Advanced location options
  • Campaign URL options
  • With the Google Display Network, your ad is displayed on other sites that partner with Google to show ads.

To learn more, check out our blog post Campaign Settings for Google Ads

Search Network Campaign Types

Display Network Campaign Types

Display Remarketing, In-market audiences, placements and more

Video/Youtube. Video Ads on YouTube with all the traditional display targeting options

AdWords Campaign Funnels example by bgTheory

Campaign Targeting Types : Search Network

Campaign Types & Targeting Explained

Google Search : Keyword Targeting

Keyword Targeting with Text Ads in Google Search. In a Search campaign, your ads can appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords.

This campaign type is suited for advertisers who want to show their text ads to potential customers right as they’re searching for related services and products.

To learn more about keyword targeting check out our article guide to Google Ads keywords.

Google Search Partners:

Search Partners uses the same campaigns as standard Search campaigns. It is possible to opt in or out.

Search Display Select

Opt into Google Display Network- using keywords to match the content on the Display Network.

 A search campaign has the option to select “Display opt-in”. This setting show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, your search ads run across both the Search and Display networks.

This type allows you to expand the reach of existing search campaigns Your ads can target people as they research related services and products, on Google Search or on a relevant website.

RLSA is used to target past website visitors as they search on Google. Past website visitors that know a brand often have a higher conversion rate.

Use wider keywords to increase qualified traffic keywords or adjusting bids based on current keywords conversion rate. Audience sizes need to be over 1000 unique users- and can target past website visitors for up to 280 days since the last site visit.

1. Bid higher on past website users when they search in Google already knows your brand.

2. Use wider keywords to get more traffic – but only to past website users that know your brand). (for example, the paused keywords).

3. Show different ads to past website users as they search in Google vs people that have never been to your website.

To learn more check out our blog post RLSA search marketing tips

DSA- Dynamic Search Ads

Access the super long tail traffic by using your website content instead of keywords. Combine with RLSA to target past website visitors- and discover new search term keywords that convert into sales. To learn more check out our blog post DSA: Dynamic Search Ads Guide

Show your ads to people whose search behaviour is similar to those of your site visitors. Similar Audiences targeting looks at the search activity in a short time frame around when visitors are added to your remarketing list to understand aggregate search behaviour of visitors in your list.

Based on this information, new potential customers are found whose search behaviour is similar to that of people in your remarketing list.

In-Market Audiences for Search. Similar to in-market audiences for Display, but applied when people search in Google.

Google Shopping

Shopping ads are targeted to searches in Google using product titles and other attributes- instead of keywords. Ads consist of the product image, landing page, price and brand name.

With a Shopping campaign type, you might see your ads in Google Shopping, next to search results, and near text and responsive ads. They can also show up on Google Search partner websites like YouTube.

The Shopping campaign type is useful for e-commerce retailers that want to promote online and local inventory, and find better qualified traffic.

To learn more check out this article Google Shopping Guide

Google Search Targeting Options

These are a list of targeting options one the Google Search Network

Google Ads Search Targeting AdWords Search Infographic

Campaign Targeting Types : Display Network

With a Display campaign, your ads appear throughout Google’s Display Network. This campaign type matches your ads to websites or mobile apps that include content that’s either related to your business or to your clients interests. Targeting is set up to match your ads to the most relevant Display sites based on the most relevant topics, interested audiences, demographics, and more.

This campaign type is useful for advertisers who want to generate awareness and interest higher in the purchase funnel. 

In-Market Audiences for Display

AdWords In-market audiences are also known as behavioural targeting or interests targets people comparing or researching services and products across the web.

Purchase intent, or being “in-market” is determined by the content of sites browsed, as well as the proximity and frequency of visits.

To learn more check out this article In-market Audiences for Display Guide

Managed Placements

AdWords managed placement targeting is the ability to select individual websites for showing Google adverts. For example, you can just show adverts in online newspapers like the dailymail.co.uk, guardian.co.uk, thesun.co.uk, mirror.co.uk, independent.co.uk and more.

These placements selected can be websites that your known customers or target audience visit. Or to show on a certain website- with keywords to only show on pages that mention a certain niche.   Or show on newspaper websites like DailyMail.co.uk – but only with certain content, or to past website users etc. Mix and match targeting options for direct response as well as brand advertising. To learn more check out this article Managed Placements Tips & Tricks

Contextual Keyword Targeting

AdWords contextual placements to connect with your audience when they show interest on a page of related content. Using keyword or topics to match, contextual placements determine relevance by considering factors such as website copy, link and page structure.

AdWords Similar Audiences

AdWords Similar Audiences targeting work in the same way as  Facebook Lookalike audiences by targeting people who have shared interests with your past website visitors. Build even more focused audiences by combining similar audiences with known target audience interests, demographics and more.

Gmail Ads

Most of the display targeting options work with Gmail Ads including keywords, affinity audiences, demographics, topics and similar audiences. Target people as they read Gmail emails. Video Ads on YouTube with all the traditional display targeting options. To learn more check out this article Ultimate Gmail Ads Tips

Video / Youtube Ads:

YouTube is ranked as the 2nd most popular search engine in the world next to Google. YouTube as a company was acquired by Google many years ago. Since that time Youtube advertising has been moved across into Google Ads- to be managed natively within Adwords. Videos are uploaded to YouTube and can then used as adverts. Youtube does still have its own analytics to analyze performance with Ads and Youtube channel page.

With a Video campaign type you can run video ads on YouTube and on sites across the Google Display Network.

This campaign type lets you to target customers in various ways on YouTube and across video partner sites. Available video ad formats include: TrueView in-stream ads, TrueView video discovery ads, and bumper ads.

To learn more check out this article Ultimate YouTube Ads Tips

App Campaigns

Apps show on Google Search and Google Play, as well as our search partners, YouTube, the Google Display Network, AdMob, and many more publishers who host app ads. 

Universal app campaign type lets you promote your app across Search, Display, and YouTube.

Ads and bids get automatically adjusted to obtain the most downloads for your app. You start you provide some text, a starting bid and budget, languages and geographic locations Google Ads then tests various combinations to show the best-performing ads more often. 

Google Display Targeting Optiions

Here is a list of all the targeting options across the Google Display Network. Targeting options can be layered (Combined). or run as their own campaign or ad group.

Google Ads Display Targeting AdWords Display Infographic


AdWords has many targeting options that can be used to target prospective buyers at all stages of the marketing purchase funnel.

  • It is possible to start at the bottom of the funnel and work your way upwards. Get the low lying fruit in the bag first with Search marketing, then into Display remarketing and other targeting options.
  • It is possible to start at the top of the funnel and retarget them at the bottom of the funnel as they search on Google.
  • Targeting audiences vary by industry. In addition to building stages of a multi-channel funnel, also take into account that the more relevant an option to your specific industry, the more likely it will do well.

See our article on building a funnel for past website users, check out AdWords Remarketing Funnels

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