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Google Ads - Lesson 2 - The Google Ads Ecosystem
- Julianne Cosning
- Mar 8
- 4 min read
Updated: Apr 7
Google Ads isn’t just about search ads—it’s an entire advertising ecosystem that spans multiple platforms, allowing businesses to connect with their ideal customers in different ways.
In this lesson, we’ll explore the different ad types available in Google Ads, where they appear, and how each one serves a unique purpose in digital marketing.
Lesson Outline:
Overview of Google’s Advertising Properties
Overview of Google’s Advertising Properties
Google’s advertising network is divided into six major ad types, each designed for specific marketing goals and customer behaviors.
These include:
Search Ads – Appear on Google’s search results page when users look for something.
Display Ads – Visual banner ads that appear on millions of websites.
YouTube Ads – Video-based ads on YouTube and video partner sites.
Shopping Ads – Appear when users search for products and show prices, images, and stores.
Performance Max – AI-powered ads that run across all of Google’s platforms.
Demand Gen – Highly visual ads designed to create interest and awareness.
A. Google Search Ads: Reaching People Actively Searching for Solutions
Search Ads are text-based ads that appear at the top of Google’s search results when someone looks for a specific keyword. These ads are triggered when users search for relevant terms, making them one of the most intent-driven ad formats.
Why Use Search Ads?
Target High-Intent Users – You’re showing ads to people already searching for a solution.
Instant Visibility – Your ad appears above organic search results.
Cost-Effective (Pay-Per-Click) – You only pay when someone clicks your ad.
Where Do Search Ads Appear?
On Google’s Search Engine Results Page (SERP)
On Google Search Partners (other search engines using Google’s network)
B. Google Display Ads: Engaging Customers Across Websites
Display Ads are visual image or banner ads that appear on millions of websites, apps, and YouTube videos through the Google Display Network (GDN). They help businesses increase brand awareness and retarget potential customers.
Why Use Display Ads?
Great for Brand Awareness – Reach users even when they aren’t actively searching.
Highly Visual – Use eye-catching images, animations, and interactive elements.
Target Specific Audiences – Show ads based on user interests and behaviors.
Where Do Display Ads Appear?
On millions of websites (news sites, blogs, forums, etc.)
Inside mobile apps
On YouTube as banner ads
C. YouTube Ads: Capturing Attention with Video Advertising
YouTube Ads are video-based ads that appear before, during, or after videos on YouTube and its partner networks. Since YouTube is the second-largest search engine, video ads offer a powerful way to engage users visually and emotionally.
Types of YouTube Ads:
Skippable Video Ads – Users can skip after 5 seconds (great for storytelling).
Non-Skippable Ads – Must be watched fully (usually 15 seconds).
Bumper Ads – Short 6-second non-skippable ads for quick impact.
Overlay Ads – Small text/image ads at the bottom of a video.
Why Use YouTube Ads?
High Engagement – Videos capture attention better than text ads.
Massive Audience – YouTube has 2+ billion users worldwide.
Targeting Options – Show ads based on interests, demographics, and behaviors.
Where Do YouTube Ads Appear?
Before, during, or after YouTube videos
On YouTube’s homepage and search results
On Google’s video partner sites
D. Google Shopping Ads: Driving Sales for E-Commerce Stores
Shopping Ads are product listing ads that display an image, title, price, store name, and reviews at the top of Google search results when someone looks for a product.
Why Use Shopping Ads?
Increases Clicks & Sales – Users see products visually before clicking.
Perfect for E-Commerce – Ideal for online stores selling physical products.
Detailed Product Info – Shows price, store name, and reviews upfront.
Where Do Shopping Ads Appear?
At the top of Google Search results
Inside Google Shopping tab
E. Performance Max: AI-Powered Advertising Across All Google Platforms
Performance Max is an AI-powered campaign type that automatically places ads across all of Google’s networks, including Search, Display, YouTube, Gmail, and Maps. It uses machine learning to optimize ads in real-time.
Why Use Performance Max?
Fully Automated – Google handles targeting and placements.
Maximizes Conversions – AI optimizes ads for better results.
Time-Saving – One campaign runs across multiple platforms.
Where Do Performance Max Ads Appear?
Google Search, Display Network, YouTube, Shopping, Gmail, Discover, and Maps
F. Demand Gen: Creating Awareness & Interest
Demand Gen campaigns focus on creating brand awareness by targeting users on visually engaging platforms like YouTube, Discover, and Gmail.
Why Use Demand Gen?
Great for Brand Awareness – Engages users at the top of the funnel.
Uses AI to Optimize Reach – Targets people likely to engage.
Appears in Highly Visual Formats – Ideal for storytelling.
Where Do Demand Gen Ads Appear?
YouTube, Google Discover, and Gmail
Where Do Google Ads Appear?
Google Ads can appear in multiple places, including:
Google Search results
Websites & apps (Display Network)
YouTube videos
Google Shopping results
Inside Gmail inboxes
Google Discover & Maps
Understanding these ad types helps you choose the right strategy based on your business goals.
Image Source: Google Support
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