Google Adwords Campaign Types

PROMOTIONAL TYPES

•  CONTENT
•  DISPLAY
•  EMAIL
• SEARCH

CONTENT

Bloggers & Social Content

Publishers active in driving traffic through personally opinionated content blogs and/or social media platforms.

 Cash back

Cash back publishers have a member base that earns monetary rebates from online purchases.

 Communities & User Generated Content

Community publishers host online environments where groups of people interact together with publisher links included where appropriate.

 Comparison Engine

A publisher site that compares the prices and features of searched-for products available through a number of online stores.

 Coupon Code

A website listing discounts, discount codes and other deals which may be redeemed at advertiser websites or stores.

 Editorial Content

Publishers who write editorial content to engage an audience on a specific topic with publisher links included where appropriate.

 Lead Generation (Content)

Lead based publishers generate prospective consumer interest or enquiries into products or services for advertisers via websites.

 Loyalty

Loyalty publishers have a member base that earns non-monetary rebates such as points, miles and tokens from online purchases.

 Media Content

Media Content publishers will produce video, music and pictures with publisher links included where appropriate.

 Shopping Directory

Shopping directory publishers list business information such as sector, website and store description for numerous advertisers.

 Virtual Incentives

Virtual incentive publishers encourage their audience to take up advertiser offers in return for in-game rewards such as virtual currency, bonuses and power-ups.

DISPLAY

Ad Networks

A publisher who buys Promotional Space on numerous websites (creating a network) with the intention of serving advertiser creative across this network of sites.

 Contextual Targeting

Publishers who display advertising relevant to the content of the web page the user is browsing.

 Direct Traffic

A publisher that displays creative to their audience in the form of banners, pop-ups and exit traffic adverts.

 Media Brokers

A publisher who buys exit traffic and pop under opportunities from website owners.

 Mobile Traffic

Mobile traffic publishers purchase display inventory across mobile enabled platforms including apps, games and websites.

 Retargeting (Display)

Behavioural retargeting displays personalised advertising on third party websites to customers who have previously visited the advertiser's site, specifically displaying products in which they have shown recent interest.

 Social Traffic

Social networking publishers purchase display inventory on social networks.

 Sub Networks

A collection of publishers owned by numerous third parties brought together and being seen to operate as one single publisher.

EMAIL

Lead Generation (Email)

Lead based email publishers generate prospective consumer interest or enquiries into products or services for advertisers via email.

 Newsletters

Newsletter publishers produce a content rich email distributed to an owned, shared or rented database.

 Retargeting (Email)

Email retargeting generates a personalised email for customers who have exited the advertiser's site during the checkout process. The email will only reference the product(s) that were abandoned.

SEARCH

Direct Linking

Publishers that navigate the user from 'search engine results' to the 'advertiser's website' with absolutely no other interim stages.

 Domain Parking

Domain parking is the registration of an Internet domain name with a distinct absence of content. Publishers who own these domains, often populate the associated landing pages with paid search adverts.

 Linking via Landing Pages

Publishers that navigates the user from 'search engine results' to the 'advertiser's website' with at least one interim stage (usually a landing page).

 Mobile Search

Publishers that run search advertising campaigns that navigate the user from 'search engine results' on a mobile device (such as a smart phone) to the 'advertiser's website'.

 Social Search

Publishers that run search advertising campaigns which navigate the user from 'social media websites' to the 'advertiser's website'.