The Ultimate Guide to Google Ads Options: Maximising Your Digital Marketing Strategy

Google Ads offers a range of options to help businesses reach their target audience effectively. This guide explores key features such as Google Remarketing and Custom Audiences, explaining when and how to use them. PixelFreaks can assist you in optimising your campaigns.


In the ever-evolving world of digital marketing, Google Ads remains a cornerstone for businesses looking to enhance their online presence and drive sales. With its vast array of options, Google Ads allows marketers to tailor their campaigns to specific goals and audiences. This comprehensive guide will explore the different Google Ads options, including Google Remarketing and Custom Audiences, and provide insights into when it makes sense to use each one.

Understanding Google Ads Options

Google Ads offers a variety of campaign types and targeting options designed to meet diverse marketing objectives. Here are some of the primary options available:

  1. Search Ads
  2. Display Ads
  3. Video Ads
  4. Shopping Ads
  5. App Promotion Ads
  6. Smart Campaigns
  7. Local Campaigns

Search Ads

Search Ads are text-based ads that appear on Google search results pages. These ads are triggered by keywords that users type into the search bar, making them highly relevant to user intent.

When to Use Search Ads:

  • To capture high-intent users: When users actively search for products or services you offer.
  • To increase website traffic: By targeting keywords related to your business.
  • To boost conversions: Through targeted ad copy that drives users to take action.

Display Ads

Display Ads are visual banners that appear on websites within the Google Display Network. These ads can be images, videos, or rich media formats.

When to Use Display Ads:

  • For brand awareness: To reach a broad audience across various websites.
  • To retarget previous visitors: Through Google Remarketing (discussed later).
  • To promote visually appealing products: Such as fashion, home décor, or travel.

Video Ads

Video Ads are displayed on YouTube and across Google’s video partner sites. These ads can be skippable or non-skippable, and appear before, during, or after video content.

When to Use Video Ads:

  • To tell a story: Video is ideal for storytelling and engaging content.
  • For brand recall: Visual and audio elements make your brand more memorable.
  • To target YouTube viewers: Reaching audiences based on their viewing habits.

Shopping Ads

Shopping Ads showcase your products directly in the Google search results with images, prices, and merchant information. These ads are linked to your Merchant Centre account.

When to Use Shopping Ads:

  • For e-commerce businesses: To directly display product offerings to potential buyers.
  • To drive sales: By showing detailed product information and visuals.
  • For competitive pricing: Highlighting your product prices can attract price-sensitive shoppers.

App Promotion Ads

App Promotion Ads are designed to drive app downloads and engagement. These ads can appear on Google Search, Google Play, YouTube, and within apps on the Display Network.

When to Use App Promotion Ads:

  • To increase app installs: Target users who are likely to download your app.
  • For app engagement: Encourage existing users to re-engage with your app.
  • To target mobile users: Reaching users on devices they use for app activities.

Smart Campaigns

Smart Campaigns use machine learning to automate ad creation and optimisation. These campaigns are designed to simplify advertising for small businesses.

When to Use Smart Campaigns:

  • For small businesses: With limited time and resources for managing ads.
  • To automate optimisation: Allowing Google’s algorithms to optimise performance.
  • For local advertising: Targeting customers in specific geographic areas.

Local Campaigns

Local Campaigns are designed to drive foot traffic to physical locations. These ads appear across Google’s properties, including Search, Maps, YouTube, and the Display Network.

When to Use Local Campaigns:

  • For brick-and-mortar stores: To attract local customers to your store.
  • To promote local events: Encouraging attendance at events or promotions.
  • For regional targeting: Focusing on customers within a specific area.

Advanced Targeting Options: Google Remarketing and Custom Audiences

Google Remarketing

Google Remarketing allows you to show ads to people who have previously visited your website or used your app. By placing a cookie on their browser, you can target these users as they browse other sites within the Google Display Network or search on Google.

When to Use Google Remarketing:

  • To re-engage past visitors: Reminding them of your products or services.
  • To increase conversions: By targeting users who have shown interest but haven’t completed a purchase.
  • To upsell or cross-sell: Promoting additional products to existing customers.

Benefits of Google Remarketing:

  • Cost-effective: Targeting a warm audience can result in higher conversion rates and lower cost-per-click.
  • Personalised ads: Tailoring ads based on users’ previous interactions with your site.
  • Increased brand recall: Keeping your brand top-of-mind for potential customers.

Custom Audiences

Custom Audiences allow you to create specific audience segments based on various criteria, such as user interests, demographics, and online behaviours. This feature helps you target a highly relevant audience with your ads.

When to Use Custom Audiences:

  • For targeted campaigns: Reaching users who are most likely to be interested in your offerings.
  • To combine data sources: Using customer data, website analytics, and third-party information to build comprehensive audience profiles.
  • For personalised marketing: Crafting messages that resonate with specific audience segments.

Creating Custom Audiences:

  1. Customer Match: Upload a list of customer contact information to target existing customers across Google’s properties.
  2. Website Visitors: Use website data to target users who have visited specific pages or taken certain actions on your site.
  3. App Users: Target users who have installed your app or performed specific actions within the app.
  4. Similar Audiences: Reach new users with similar characteristics to your existing customers or website visitors.

Benefits of Custom Audiences:

  • Highly targeted: Ensuring your ads are seen by the most relevant users.
  • Improved ROI: By focusing on audiences more likely to convert.
  • Enhanced personalisation: Delivering tailored messages that align with audience interests and behaviours.


Google Ads offers a plethora of options to cater to diverse marketing needs, from search and display ads to video and shopping campaigns. Understanding when and how to use these options can significantly enhance your digital marketing efforts. Incorporating advanced targeting techniques like Google Remarketing and Custom Audiences can further refine your strategy, ensuring your ads reach the right people at the right time.

By leveraging these tools effectively, you can optimise your ad spend, increase brand visibility, and drive higher conversions, ultimately leading to a successful and sustainable marketing campaign. If you find navigating these options overwhelming or need expert assistance, our marketing agency is here to help. Our experienced team can craft and manage your Google Ads campaigns to ensure you achieve your marketing goals with precision and efficiency. Contact us today to learn how we can take your digital advertising to the next level.

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