Looking to improve your targeting capabilities using Google Ads?  Every competitive digital marketing campaign should consider properly leveraging the capabilities of Google's suite of advertising platforms. Here is a comprehensive list of the different targeting capabilities for Google Suite advertising platforms that can help your business better customize its marketing strategies.

1. Search Campaign Ads

Advertisers conduct search ads to target certain keywords and attract consumers who are actively looking for items or services connected to their company.

The targeting capabilities of Google Search Campaign Ads include:

• 1.1 Keyword targeting. Companies can choose specific keywords that they want their ads to appear for when a user conducts a search.

• 1.2 Location targeting. Advertisers can target specific countries, regions, cities, and even addresses.

• 1.3 Language targeting. Advertisers can target users based on their preferred language.

• 1.4 Demographic targeting. This targeting allows for focusing on specific age ranges, genders, and parental statuses.

• 1.5 Device targeting. Advertisers can target users based on the device they are using to conduct the search, such as desktop, mobile, or tablet.

• 1.6 Audience targeting. Advertisers can target specific groups of people based on their email address or phone numbers, their interests, their online behavior, and their search history.

Other features like Ad extensions and Sitelink extensions can be used to enhance the ad and make it more interactive.

2. Display/Image Campaign Ads

Google Display/Image Campaign Ads are seen on websites and apps that are part of the Google Display Network, which includes millions of websites and apps across the internet. Advertisers can create and run display/image campaigns to reach a broad audience and increase brand awareness.

The targeting capabilities of Google Display/Image Campaign Ads include demographic targeting, location targeting, language targeting, and audience targeting, as well as: 

• 2.1 Interest targeting. Advertisers can target users based on their interests, such as sports, travel, or technology.

• 2.2 Behavioral targeting. Businesses can target users based on their online behavior, such as their search history or websites visited.

• 2.3 Remarketing. With this, advertisers can target users who have previously interacted with their website or app.

• 2.4 Placements targeting. This is used to target specific websites and apps within the Google Display Network where they want their ads to appear.

3. Shopping Campaign Ads

Google Shopping Campaign Ads are displayed on Google Search, Google Images, and Google Shopping when a user conducts a search for a product or service. Advertisers can create and run shopping campaigns to promote their products and reach users who are actively searching for specific items.

Some of the targeting capabilities of Google Shopping Campaign Ads include:

• 3.1 Product targeting. Marketing teams can choose specific products or product categories that they want their ads to appear for when a user conducts a search.

• 3.2 Device targeting. Advertisers can target users based on the device they are using to conduct the search, such as desktop, mobile, or tablet.

• 3.3 Shopping campaign-specific targeting. Advertisers can target users based on their purchase history, online behavior, and intent signals, in addition to demographic, location, and device targeting.

• 3.4 Merchant promotions. Advertisers can use special offers alongside your product listings and on the product detail page. Offers include discounts, free shipping, or other incentives to encourage customers to make a purchase.

• 3.5 Local inventory ads. Showcase products that are available in local stores to increase foot traffic to physical stores and increase in-store sales.

4. YouTube/Video Campaign Ads

YouTube/Video Campaign Ads are displayed on videos across YouTube and can be used to reach a large audience and increase brand awareness. Advertisers can target users who are actively researching on Youtube or in the market for a specific product or service. 

The specific targeting capabilities of YouTube/Video Campaign Ads include:

• 4.1 Demographic targeting: Target your ads to specific age, gender, parental status, or household income groups.

• 4.2 Location targeting: Reach users in specific geographic locations, such as countries, regions, cities, or even postal codes.

• 4.3 Language targeting: Show ads to users who speak specific languages.
  Interest targeting: Target users based on their interests and passions, such as hobbies, activities, or favorite brands.

• 4.4 Behavioral targeting: Reach users based on their past behavior on YouTube and Google properties.

• 4.5 Remarketing: Target users who have interacted with your brand before, such as by visiting your website or watching your videos.

• 4.6 Placements targeting: Choose specific videos, channels, or websites where you want your ads to appear.

• 4.7 Audience targeting: Target users based on their broader characteristics, such as their overall lifestyle, purchase behavior, or device usage.

• 4.8 In-market audience targeting: Show ads to users who are actively researching or considering purchasing specific products or services.

5. App Campaign Ads

App Campaign Ads are offered through the Google Ads platform, and displayed across different Google properties like Google Search, Google Play, Google Display Network, and YouTube, to help app developers acquire more users and increase app engagement. 

Some of the targeting capabilities of App Campaign Ads are:

• 5.1 In-market audience targeting: Show ads to users who are actively researching or considering downloading apps similar to yours.

• 5.2 Location targeting: Reach users in specific geographic locations, such as countries, regions, cities, or even postal codes.

• 5.3 Demographic targeting: Target your ads to specific age, gender, parental status, or household income groups.

• 5.4 Interest targeting: Target users based on their interests and passions, such as hobbies, activities, or favorite apps.

• 5.5 Behavioral targeting: Reach users based on their past behavior on Google properties and app usage.

• 5.6 Remarketing: Target users who have previously installed or engaged with your app.
  Custom audiences targeting: Use your own data, such as email lists or in-app events, to create custom audiences to target.

• 5.7 Smart bidding: Use automated bidding strategies to help optimize your bids for maximum app installs or in-app actions.

Advertisers can target a specific group of people based on their email addresses or phone numbers, and marketing teams can use machine learning to optimize their bids for better performance. 

6. Local Campaign Ads

Google’s Local Campaign Ads are designed to help local businesses reach customers in their area by showing ads across Google Search, Google Maps, and Google Display Network.

Some of the targeting capabilities of Google Local Campaign Ads include:

• 6.1 Location targeting: Reach users in specific geographic locations, such as cities, regions, or postal codes.

• 6.2 Distance targeting: Target users within a certain distance from your business location.
  Demographic targeting: Target your ads to specific age, gender, parental status, or household income groups.

• 6.3 Interest targeting: Target users based on their interests and passions, such as hobbies, activities, or favorite businesses.

• 6.4 Behavioral targeting: Reach users based on their past behavior on Google properties and app usage.

• 6.5 Remarketing: Target users who have previously engaged with your business, such as by visiting your website or location.

• 6.6 Custom audience targeting: Use your own data, such as email lists or in-store transactions, to create custom audiences to target.

• 6.7 Smart bidding: Use automated bidding strategies to help optimize your bids for maximum in-store visits or phone calls.

Other aspects of local campaign advertisements include the use of local inventory ads, Google Maps ads, and location extensions to drive additional foot traffic and conversions.

7. Performance Max Campaign Ads

The main goal of Performance Max Campaign Ads is to automate the advertising process, making it more efficient, and providing better results in terms of conversions and return on investment. Google's Performance Max Campaign offers automation, cross-channel advertising, and Smart Bidding strategies. It allows for a range of campaign objectives and supports various ad formats, making it a comprehensive and automated solution for advertisers. 

Some of the targeting capabilities of Performance Max Campaign Ads include:

• 7.1 Automation: Performance Max uses machine learning to automate and optimize ad targeting, bidding, and creative delivery to help advertisers achieve better results with less manual effort.

• 7.2 Cross-channel advertising: Performance Max Campaign Ads are designed to show across multiple Google channels, including Search, Display, YouTube, and Discover, allowing for a broader reach across Google's network.

• 7.3 Bidding strategy: Performance Max uses a unique Smart Bidding strategy that factors in different signals and data sources, such as search terms, time of day, and device, to adjust bids and help drive maximum conversions.

• 7.4 Campaign objectives: Performance Max allows for a wide range of campaign objectives, including sales, leads, website visits, and brand awareness.

• 7.5 Ad formats: Performance Max supports a variety of ad formats, including responsive search ads, responsive display ads, and app campaigns, helping advertisers to reach users across different channels and devices with the most effective format.

Performance Max also factors in different signals and data sources to adjust bids and help drive maximum conversions. Its wide reach across Google's network makes it an effective way for advertisers to achieve better results with less manual effort. Performance Max Campaign Ads can also utilize additional features, such as using advanced reporting and integration with Google's other advertising platforms.

Optimize Your Google Suite Advertising Platforms with an Experienced Google Advertising Team

The marketing experts at Xzito stay up to date on the cutting-edge capabilities of the different Google Suite advertising platforms. We can work with you and your business goals and visions to implement the perfect advertising campaign.