Google has announced a phased move of Display campaigns into Demand Gen. Before creating or migrating a campaign, check your account options and eligibility against the current Demand Gen documentation.
A Google Ads campaign type affects where advertisements appear and how a marketing objective is pursued. Available options depend on the goal, country and account eligibility. This is a format overview rather than a step-by-step guide to a changing interface.
Search campaigns present an offer in relation to relevant queries. Display supports visual placements, while Video campaigns communicate through video. The user's intent, advertisement and landing page should work together.
Shopping supports retail advertising using product data. Merchant Center requirements, data quality and country availability need separate checks. Performance Max uses different Google advertising inventory around a chosen objective. Automation does not replace accurate product information, suitable creative assets or reliable conversion measurement.
App campaigns support app promotion. Demand Gen uses visual creative to develop interest and demand. A placement name, such as Gmail, is not the same thing as a standalone campaign type. Check the options currently available in the account and Google's documentation.
Agree the objective, budget, locations, content languages and meaningful actions to measure. Bidding does not always mean manually setting a maximum cost per click. Buying advertising does not guarantee the first position or a financial return.
Read our campaign planning guide and explore Google advertising and YouTube advertising.
Source: Google campaign type documentation.
