Today we’ll go over the different kinds of ad campaigns available on Google Ads. Once we’ve run through the many types, we’ll concentrate on Display Campaigns and the benefits or drawbacks of using Standard Creative and Rich Media Creative for ads in a Display Campaign.

Search Campaigns are text ads that are displayed among search results on a Google results page. These appear at the stop of the results screen to relevant searches.
App Campaigns promote a mobile application through an ad displayed on Google Search Network, YouTube, Google Play, etc.
Local Campaigns promote businesses and attractions based on your physical location across Google applications or services.
Shopping Campaigns show off a business’ online and local inventory for their stores. This allows purchase links to display directly to a user.
Video Campaigns display video ads in the YouTube search results or before, during, and after videos on YouTube and the Google Display Network.
Discover Campaigns are highly visual, inspiring personalized ad experiences to people who are ready to discover and engage with a business’ brand.
Display Campaigns are visual ads, typically image-based which are shown on web pages within the Google Display Network. These appear as banners or images on websites.

Now with Display Campaigns, let’s take a closer look at Standard Creative and Rich Media Creative within Display Campaign options. In basic terms, Standard Creative are visual ads, typically image-based which are shown on web pages within the Google Display Network. They can be static or animated but are not video. This is the type of Display ad that PIC uses. Comparatively, Rich Media Creative is an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.

With Rich Media Creative, an ad can expand, float, etc. You can access aggregated metrics on your audience’s behavior, including number of expansions, multiple exits, and video completions to get granular data on the success of your campaign.

At this time, creating Rich Media requires platform partnership that has a high buy-in. Unfortunately, PIC’s volume of ads may not be consistently high enough to invest in that platform partnership at this time. However, if we cant find creative ways to leverage Rich Media Ads, the return on investment may make Rich Media Ads a plausible future reach for PIC.

See below for a quick guide chart on the different features of Standard Creative and Rich Media Creative as well as a more specific list of how Rich Media Creative is used in Display Campaigns.