It’s no secret that the way we shop online has changed. You can now access products without the need to navigate hundreds of irrelevant products. We see appropriate advertisements where we least expect them. And, we get our favourite brands placed right in front of us when we search online.

It’s no coincidence that these new functions are all happening on Google - we already know that Google is king. 

Google’s broad advertising opportunities have created a new way of shopping for consumers across the globe, and a whole new strategy for digital marketing.  

The right place at the right time

So, how can you make the most of online shopping habits and methods? Let’s take a little dive into the world of online shopping and Google Ads... 

Google Ads is an advertising service created by Google that lets websites advertise their businesses with ads on Google search results and within its network. It’s a pay-per-click (PPC) advertising solution where advertisers pay for every click or impression their ad receives.

Below are 6 types of Google Ads that can place your business in front of the right people, at the right time, with the right message.

Six types of Google Ads:

1. Search ads

Best used for: Getting in front of people who are ready to buy. 

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 of the page, above the organic search results, or at the very bottom of the page. Here’s how to create a search campaign.

By targeting keywords with buyer’s intent, you can reach shoppers when they’re searching for the products and services that you offer. Check out our article on how to use keywords effectively.

2. Local Services Ads

Best used for: Promoting a specific local service.

If you’re a local business with a product or service, then this is going to be right up your street… Local Services Ads! 

Local Service Ads help you to connect with people who search on Google for the services that you offer. Your ads will show up for customers in your area.

Local Service Ads can be a great way to maximise your ad spend, as you only get charged for the ad if a customer contacts you directly through the ad. 

3. Display Ads

Best used for: Reaching potential clients early in the buying cycle and increasing your brand awareness. 

Display Ads are image-based. They allow you to target people who are likely to be interested in your products but aren’t looking for them yet. A little bit of psychology and hypnotherapy if you will. 

You usually see Display Ad campaigns when you’re browsing your favourite websites. However, they can also appear on your Gmail account, apps, or videos.

Display Ads can help you to introduce your business to specific target audiences who are likely to be interested in what you’re selling. This way, you can reach more new, prospective people compared to only using Search Ads. 

SEMRush looks a little deeper into Display Ads and the Google Display Network if you want to know more! 

4. Shopping Ads

Best used for: Boosting traffic to your e-commerce store and increasing sales.

Think of Shopping Ads as the product alternative to Local Services Ads. 

Google Shopping Ads are product-based ads and they’re displayed specifically for product searches on Google. They save consumers time by producing specific and relevant products related to their Google Search Query.

Shopping Ads show an image of a product along with its product title, price, store name, and reviews. They provide shoppers with important product information before they even visit an online store… It’s like being in Zara, without even being in Zara!

5. Video Ads (a.k.a. YouTube)

Best used for: getting your product or service in front of relevant and potential consumers.

YouTube Ads focus on demographic targeting. This allows you to reach your ideal audiences based on age, gender, and interests. 

It’s like catching fish mid-stream… In-stream Video Ads have a 5-second timer before people gain access to their intended video, or audiences can choose to continue watching the ad for its entire duration. Either way you have plenty of time to get your message across. 

Check out HubSpots: YouTube Ads for beginners to learn a little more.

6. App Ads

Best used for: Creating ads to promote installing your app or to take a specific action within the app itself.

Does your business have a mobile app? You can use Google Ads to promote it using app campaigns across Google’s largest properties, including Google Play, YouTube and Search.

Unlike other ad types on Google Ads, you don’t need to create individual ads for App campaigns. Instead, your ads are automatically designed for you! Ideal!

All you need to do is provide:

• some text

• a starting bid

• a budget

• the languages

• the locations 

Then, Google Ads adapts your info for a range of ads across various formats and networks. Easy peasy!

Looking at all of these 6 types of ads you can see that Google has their bases covered with advertising opportunities for online shopping. 

If you’re looking to attract new consumers and increase your brand awareness, Google Ads is a key digital marketing tool for your business to get ads in front of your target audiences. 

Take a look at how Wild SEO can support you with creating your own Google Ads campaign.