Google Adwords: Campaign Types

baggett_a_master Google Adwords

The Comparisons of Ad Campaigns Available in Google Adwords

Introduction to Campaigns

When using Google Adwords, a user can create ads to assist with company goals through campaigns. These ads can help with brand recognition, sales, app downloads, and even bring more customers into a store. Here, you will learn the different ad campaigns Google Adwords can offer to optimize your goals. 

Campaign types include:

  • Search Network with Display Select
  • Search Network only
  • Display Network only
  • Shopping
  • Video
  • Universal app

Search Network Only

When using search network only, an ad can appear on the Google search results page and other Google sites. For those unfamiliar with this terminology here is the breakdown. When a user searches a term or phrase into the search bar all the results of websites and locations to visit are offered to the user on one page, the Google search results page. 

Text Ads Format Example:

campaign text ad example

Available features:

  • Location Targeting 
  • Language Targeting
  • Basic Bidding and Budget Settings
  • Ad Extensions: phone number, URL, location, social link
  • Remarketing to users who have visited your site before

Display Network Only

This campaign type can reach people who are browsing other websites, Youtube videos, checking their Gmail, or even using mobile devices and apps. This campaign allows image and video ads across these online destinations. 

Typical Display Ad Format Examples:

display campaign ads

Available Features:

  • Same as search plus the following,
  • Target specific Audiences and demographics
  • Placement of Ads on specific websites
  • Ad Scheduling

Search Network with Display Select

Exact same as the Seach network only, but with some display options.  You can manage this network the same way you’d manage a search network only campaign. When people search for terms on Google search and search partner sites that match your keywords, your ads can appear. They will also appear on relevant pages on the Google Display Network. Ads are shown selectively and bidding is automated for the Display aspects of this campaign.


This campaign is best for those who want to promote online and local inventory or to boost visits to their website or local store. These ads can appear on Google Shopping, Google Search, and Google search partners sites including Youtube and Image search.

Format Example: A photo of the product, price, store name and more will be shown to potential customers.


  • More traffic
  • Better qualified leads
  • Easy retail management
  • Broader presence


Video campaigns allow you to show video ads by themselves or in other streaming video locations on Youtube and the Google Display Network.  Ads are formatted in TrueView in-stream ads, TrueView video discovery ads, and bumper ads. 

Format Example:

Available features:

  • Bidding and Budget Settings
  • Location Targeting
  • Language Targeting
  • Operating Systems Targeting
  • Ad Scheduling and Ad Delivery Methods

Universal App

When your goals are to get more users to download your app, the Universal App campaign is the best strategic method. Promote your apps across Google search, Google Play, YouTube, and the Google Display Network. Instead of designing individual ads, Google Adwords will use ad text and assets from your app’s store listing to create a variety of ads across several formats and networks.  Areas you can focus on are getting more installs, in-app actions, or getting people who will generate the best value over time.


  • Automated Targeting and Bidding
  • Set the Budget and Starting Bid
  • Set Locations and Languages
  • Ads made by Adwords

For more related to Google Adwords and SEO tactics check out our recent articles.


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