The four types side by side
| Type | Who sees it | What it looks like | Typical goal |
|---|---|---|---|
| Search | People searching your keywords | Text with headlines, links and a phone number | Calls, forms and sales now |
| Display | People in chosen audiences or on chosen sites | Images and banners on websites and apps | Awareness and reminders |
| Shopping | Shoppers searching for products | Product photo, price and store name | Online product sales |
| Video | YouTube viewers in chosen audiences | Video before, during or beside other videos | Recognition and consideration |
Intent is the difference
Search reaches people who already want something. Display and video interrupt people who are doing something else. So search usually costs more per click and converts better. Display and video cost less per view but rarely bring an immediate call.
Shopping is for businesses that sell products online. It needs a product feed in Google Merchant Center, and service businesses cannot use it for services.
How they fit together
- Search captures the demand that already exists.
- Video creates familiarity before the need arises.
- Display reminds people who visited and left.
- Shopping sells products when you have them.
Good example. A kitchen remodeler runs search ads for "kitchen remodel near me" and YouTube before-and-after videos. Display remarketing follows people who viewed its gallery.
Bad example. A remodeler runs display ads alone and wonders why the phone stays quiet. Nobody seeing them wanted a remodel that day.
Measuring each one fairly
Judge search by leads and cost per lead. Judge video and display by reach and by lifts in brand searches and returning visits. Holding every channel to the same last-click standard undervalues the ones that work earlier.
More formats appear in our list of PPC campaign types. We start Google Ads management with search and add the rest when the numbers support it.