Standard and Dynamic Search Ads
The bread and butter of Google Paid Ads. Standard search ads use keywords that target search terms typed into Google. There are important cost saving tactics, like adding negative keywords to drive relevant traffic which help save money, maximize ROI and create more conversions. Dynamic search ads serve up ads in a similar fashion, however they target based off of landing pages and users search behavior.
Performance Max & Demand Gen
Performance Max is a new campaign type that allows advertisers to access all of Google Ads inventory from a single campaign. Performance Max uses machine learning models to optimize bids and placements to drive conversion. Uses data-driven attribution across channels to optimize for the most incremental touchpoints that drive customers to conversion. Demand gen campaigns are very similar. They capture engagement action across YouTube, including Shorts, Discover, and Gmail. Demand Gen campaigns are ideal for advertisers who want to serve visually-appealing, multi-format ads on Google’s most impactful surfaces available to any advertiser.
Display & Video Ads
Image ads consist of an image about your business, services, or products. When people click anywhere on your ad, they'll be taken to your website. Video campaigns let you show ads in videos on YouTube and on websites and apps running on Google video partners.
Shopping Ads
Shopping campaigns help you promote your products by giving users detailed information about what you're selling before they even click your ad. Using retail-centric reporting tools, you'll then be able to track the performance of your products over time. They can include a product image, title, and price, plus your store or business name, all right in the ad. Merchant Center creates these based on information you include in your product feed so you don’t need to create the ads yourself.
Google Analytics 4
Google Analytics 4, the next generation of Analytics which collects event-based data from both websites and apps. Collects both website and app data to better understand the customer journey. Uses event-based data instead of session-based. Includes privacy controls such as cookieless measurement, and behavioral and conversion modeling. Predictive capabilities offer guidance without complex models. There are three ways to get started; Option 1: Set up Analytics data collection for the first time. Option 2: Add Google Analytics 4 to a site with Universal Analytics (Analytics “classic”). Option 3: Add Google Analytics 4 to a website builder like (WordPress) platform or CMS (content management system).
