Google Ads offers multiple campaign types. Choose by intent and funnel stage, not by which UI button looks newest.
Learning Objectives
By the end of this chapter, you will be able to:
- Describe the main Google Ads campaign types: Search, Display, Shopping, Video, and Performance Max.
- Match each campaign type to customer intent and funnel stage.
- Explain remarketing and how it supports conversion.
- Plan a simple budget split across campaign types.
Search Campaigns
Text ads on Google Search for people actively looking. Best for leads and sales with clear keyword intent (services, bookings, B2B).
Display Campaigns
Image/responsive ads across the Google Display Network. Strong for awareness and remarketing; weaker as cold “last click” sales unless creative and offers are sharp.
Shopping Campaigns and Product Feeds
Product image, price, and store name in results. Needs a clean product feed (title, price, availability). Essential for serious ecommerce catalogs.
Video Campaigns (YouTube)
In-stream and Shorts-style placements for storytelling, demos, and remarketing. Measure views and downstream site actions.
Performance Max (Overview)
Automated multi-inventory campaigns. Powerful with good assets and conversion data; risky if tracking is broken or creative is thin — review search themes and asset reports.
Comparing Campaign Types
| Campaign type | Where ads appear | Best funnel stage | Typical goal | Main requirement |
|---|---|---|---|---|
| Search | Google Search results | Consideration, conversion | Leads, sales | Good keywords and landing pages |
| Display | Millions of websites and apps | Awareness, remarketing | Reach, return visits | Strong visuals, audiences |
| Shopping | Search results with product images | Conversion | Product sales | Clean product feed |
| Video | YouTube and video partners | Awareness, consideration | Views, brand lift | Engaging video in 5 seconds |
| Performance Max | All Google inventory, automated | Full funnel | Conversions at target cost | Reliable conversion data and assets |
Remarketing
Remarketing shows ads to people who have already visited your site or app. Because they already know the brand, they are more likely to convert. A common setup is to show product ads to people who viewed a product or added to cart but did not buy, usually for 7–30 days.
Worked Example: Splitting a Budget
An online electronics store has Rs. 150,000 a month for Google Ads:
| Campaign | Share | Amount (Rs.) | Reason |
|---|---|---|---|
| Shopping (product feed) | 45% | 67,500 | Captures people searching for specific products |
| Search (problem and brand) | 30% | 45,000 | Captures “best …” and brand searches |
| Display remarketing | 15% | 22,500 | Brings back cart abandoners |
| YouTube (product demos) | 10% | 15,000 | Builds awareness and trust for new brands |
The split is reviewed monthly: money moves towards campaigns with the best return on ad spend, while a small share stays for testing.
Case study A: Online electronics seller (Kathmandu)
- Shopping for SKU-level queries (“Sony WH-1000XM5 Nepal price”)
- Search for problem queries (“best noise cancelling headphones Nepal”)
- Remarketing Display for cart viewers
- Feed hygiene: NPR prices, stock sync, COD note on landing page
Case study B: NGO awareness (YouTube)
A short 20s video on “how to spot scholarship scams” with a donate/learn landing page. Goal = engaged views + site sessions, not immediate ROAS. Brand search lift checked via Search Console/brand query volume.
Nepal practice: Start with Search (and Shopping if you sell products). Add Video/Display once conversion tracking and landing pages are trustworthy.
Learn more: Google Ads services in Nepal.
Summary
Google Ads offers Search, Display, Shopping, Video, and Performance Max campaigns. The right choice depends on customer intent and funnel stage: Search and Shopping capture active demand, Display and Video build awareness and remarket, and Performance Max automates across all inventory but needs reliable conversion data. Most Nepali businesses should start with Search (and Shopping for products), then add remarketing and video once tracking and landing pages are trustworthy.
Key Takeaways
- Choose campaign types by intent and funnel stage.
- Search and Shopping capture demand; Display and Video create it.
- Remarketing re-engages people who already showed interest.
- Performance Max is only as good as its conversion data and assets.
Discussion Questions
- Which campaign types would you recommend for a new tour operator, and in what order?
- Why can Display ads look weak on last-click reports but still be useful?
- What could go wrong if a store runs Performance Max with broken conversion tracking?
Exam-Style Questions
Short answer
- List five Google Ads campaign types.
- What is remarketing?
- What is a product feed?
- When is a Display campaign more suitable than a Search campaign?
Long answer
- Explain the main Google Ads campaign types and when each should be used.
- An online store in Nepal has Rs. 100,000 per month for Google Ads. Recommend campaign types and a budget split, and justify your plan.
