The first step to start advertising on Google Ads, after creating the account, is to create a campaign. And among the different Google Ads options, which ones to choose?

It depends on your advertising strategy and advertising goals. You should analyze what best fits your company, in order to reach the ideal customers.

Here at Pareto, we think about the best strategies for promoting your campaigns. In order to make your investment in digital marketing more advantageous.

See below the main different types of campaigns and their characteristics.

Google Search Network Campaign

This is one of the most used campaigns, being useful for all types of companies. In Search campaigns, ads are shown when searching through Google.

The ads will be displayed according to the search term the user searched for. In search campaign ads, you’ll choose keywords that will lead your customers to your ads.

This type of campaign reaches customers who are immediately interested in the researched subject. That's because they typed those terms into Google search themselves.

Therefore, it is essential that the keywords are selected so that your ad appears at the right time for the user. And so, increasing the click-through rate and, consequently, the conversion rate.

The higher your keywords' quality score the better, as you will have a lower cost per click.

Here at Pareto, we have strategies aiming to maximize the quality index, as you can see in this article on our blog.

Below is an example of a search campaign ad. Note that the search result is tagged with Ad , so it's clear this is a sponsored link.

Display Campaign

For this type of campaign, you create image ads that are served on Google’s partner sites. To define where these ads appear, there are several targeting strategies that can be done.

So it is possible to serve ads to the people most suited to consume your product or service. That way, people visiting a partner site will see your ad and may come to click on it.

In order to reach the right people, it’s critical to target your ad group correctly. You can combine targeting by topics, keywords, placements, locations, languages, and more. Here at Pareto we focus on making the right segmentation so that your campaign is most effective.

It's important to note that the images of the ads must be in the appropriate dimensions to be displayed on the Google Display Network. There are some size rules that must be followed. We made this article here from the Blog to help you with the sizes of Display banners.

This type of campaign is especially interesting for remarketing. You know when a banner chases you after visiting a company's website and viewing a product? That happens through Display Network remarketing!

Here is an example of an ad from Google Display Network, displayed on a partner site (in this case,

Google Shopping Campaign

If you own an e-commerce, this type of campaign was made for you! With Google Shopping, ads for your products will be served at the top of the Google search page with the product image, name and price.

For this type of campaign to be carried out, it is necessary to link the Google Ads account to a Google Merchant Center account. There at the Merchant Center, you will register the XML link that contains information about your products, including price, ID and image.

Thus, it is be possible to create Google Shopping campaigns to advertise them through Google Ads, increasing traffic to your website and enabling you to generate more conversions.

Here’s an example of a Shopping campaign when we type “books” ("livros" in Portuguese) on Google:

Video Campaign

Video campaigns are interesting for those who want to strengthen their brand identity. They are a type of advertising more suited for working the top of funnel.

Your video ads will run on YouTube or partner sites, before, during or after the video the user is watching is displayed. It is important to emphasize that it is necessary that the video you want to publish is published on your YouTube channel.

There are a few video ad formats:

Trueview In-Stream

This video is the one the user has the option to skip after 5 seconds of viewing. In this case, you will only pay for the ad when the user watches at least 30 seconds of the ad.

An interesting option for this type of video is to add Call to Action buttons, leading to the website. Thus, they become more interactive and have a higher conversion rate. They are called Trueview for Action and Trueview for Shopping.

With this video campaign subtype, you can encourage customers to learn about your products or services, leading to the purchase of the product or carrying out other valuable actions for your company.


These ads are similar to Trueview In-Stream. But the difference is that they are displayed on partner sites and are only available for smartphones and tablets.

Trueview video Discovery

This video ad is interesting for users to get to know your brand, as thumbnails of your video be displayed on YouTube and they are displayed once the user clicks on them.


This is a short video ad format, developed to reach customers quickly through a short and striking message. These ads are a maximum of six seconds long and viewers cannot skip it.

Here’s an example of an Ad in an In-Stream Video Campaign:

App Campaigns

Although less common, this type of Google Ads campaign is aimed at companies that advertise applications, and wants to advertise them to a larger number of users.

Ads of this type of campaign can run on the Google Search Network, Google Play App Store, YouTube and the Google Display Network.

To create the ad, no image is needed, since this can be extracted from the app itself. Just add a few lines of text, a bid amount and some additional features. It is recommended, however, to add an image, because this can boost the campaign's performance.

Campaigns can be run for apps on Android or iOS operating systems. Here’s an example where one of your ads may appear:


]In this article we present a few types of campaigns available on Google Ads. These are Search, Display, Shopping, Video or Universal for Apps.

It is essential to think about your company's strategy when choosing which campaigns are most suited. By combining campaigns and keyword choices and optimal targeting, it is possible to reach the right customers.

Finally, if you want to know more about Google Ads campaigns, check out our blog!

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