1️⃣ Search Campaigns
Where ads appear: Google search results
Best for: High-intent users
- Triggered when people search for keywords
- Text ads only
- Very strong for leads and conversions
Example:
Someone searches “skin clinic near me” → your ad appears
Trainer line: Search campaigns work best when users already have intent.
2️⃣ Display Campaigns
Where ads appear: Websites, apps, YouTube banners
Best for: Awareness & remarketing
- Image or banner ads
- Large reach
- Lower cost compared to search
Example:
Seeing a banner ad while reading a news article
Trainer line: Display campaigns are good for visibility, not immediate conversions.
3️⃣ Video Campaigns
Where ads appear: YouTube & partner sites
Best for: Brand awareness & engagement
- Skippable, non-skippable, in-feed ads
- Good for storytelling
Example:
Ads shown before or during YouTube videos
Trainer line: Video campaigns help brands connect emotionally before selling.
Know more about Google Ads bidding strategies
4️⃣ Shopping Campaigns
Where ads appear: Google Shopping tab & search
Best for: E-commerce products
- Shows product image, price, brand
- Requires product feed (Merchant Center)
Example:
Searching “running shoes” and seeing product cards
Trainer line: Shopping ads show products directly, reducing buying friction.
5️⃣ Performance Max (PMax)
Where ads appear: All Google properties
(Search, Display, YouTube, Gmail, Discover)
- Fully automated
- Uses AI for placements and bidding
- Requires strong assets and conversion tracking
Trainer line: Performance Max works best when Google has enough data.
6️⃣ App Campaigns (if applicable)
Where ads appear: Search, Play Store, YouTube
Best for: App installs & in-app actions
In Simple words
- Search = intent
- Display = awareness
- Video = engagement
- Shopping = products
- Performance Max = automation
| Aspect | Ad Rank | Quality Score |
|---|---|---|
| What it is | A value Google uses to decide which ad shows and in what position | A rating (1–10) that shows how relevant and useful your ad is |
| Used for | Determining ad position and visibility | Evaluating ad quality and relevance |
| Visible to advertisers | ❌ No (calculated internally by Google) | ✅ Yes (shown in Google Ads) |
| Main factors | Bid + Quality Score + Ad extensions + context | Expected CTR, Ad relevance, Landing page experience |
| Changes in real time | ✅ Yes (every auction) | ❌ No (updates periodically) |
| Directly affects cost | Indirectly | Indirectly (via Ad Rank) |
| Goal | Decide who wins the auction | Improve performance and lower CPC |