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Summary
Choosing the right ad type for your campaign is crucial to achieving your marketing goals. With so many options available across platforms, it can be overwhelming to decide which format will drive the best results for your business. This guide will help you understand the most effective ad types across key channels, what they’re best suited for, and how we help you choose the ideal format based on your objectives.
Every ad type serves a specific purpose, from driving sales to building brand awareness. To ensure your campaign delivers maximum impact, it’s essential to align your goals with the right format and platform.
In this article, we’ll cover:
The available ad types across popular channels.
Recommendations for when to use each ad type.
How we evaluate and select the best options for your business.
By the end, you’ll have a clear understanding of how ad types work and why they’re integral to campaign success.
Why choosing the right ad type matters
The right ad type matters because it helps you understand your goal alignment, targeted reach, and efficient spending. It is important to know that strategies and resources differ depending on your campaign goal and requirements. Selecting the right ad type ensures:
Goal alignment: Different ad types are designed to meet specific objectives, such as engagement, conversions, or awareness.
Targeted reach: Matching the format to your audience's preferences increases the likelihood of engagement.
Efficient spending: Focusing on the most effective ad types ensures every pound delivers results.
Ad types by channel
Below is an overview of ad types available per channel:
Google Ads
Google Ads is an advertising program by Google to reach a wide range of online audience. It is a way to promote, increase online traffic and inform services and products you offer to the public. Google ads are mostly recommended for businesses offering specific products or services that customers actively search for online.
How to choose the best ad type for your campaign
The best ad type for your campaign depends on your goal, audience preferences, creative assets, and budgets. It isn’t a one-size-fits-all process. Below are some key steps and decision-making framework to guide you.
Key steps
1. Define your goals
Before selecting an ad type, identify what you want to achieve. Are you trying to increase brand awareness, generate leads, or drive immediate conversions? Clarifying your objective ensures you focus on the ad formats best suited to that goal.
2. Understand your audience
Who are you trying to reach, and where do they spend their time online? Match the ad type to where your audience spends their time and how they consume content.
3. Consider your budget
Certain ad types may require larger budgets for higher visibility. If you’re working with a smaller budget, you may consider highly targeted formats.
4. Test and optimise
No campaign starts perfectly. Testing different ad types allows you to refine your strategy based on performance metrics and identify which ad types deliver the highest returns.
Decision-making tables for ad type selection
Ad types by primary objective
Ad types by audience preferences
Ad types vs. budget considerations
Testing and optimisation
How we help you choose
We can help you choose the right ad type because we refined a process that puts your goals and audience at the centre of every decision, ensuring that your advertising strategy isn’t just efficient, but genuinely effective. Since we know how overwhelming it is, especially when you’re balancing daily operations while trying to reach your market objectives.
Ad type selection: We start by carefully evaluating your business goals and target audience to identify the most suitable ad formats and platforms for your campaign. This strategic assessment ensures that we’re not just running ads, but deploying the formats that resonate with your ideal customers.
Strategic recommendations: After our evaluation, we present you with tailored recommendations that highlight the best avenues for achieving your objectives. You’ll have a clear picture of why certain ad types make sense before we move forward.
Creative preparation: Upon your approval, our team handles everything—from developing eye-catching creatives that capture attention to configuring campaign settings for optimal reach and engagement.
Continuous improvement: Once your campaigns are live, we don’t stop there. We keep a close eye on performance, refining targeting and messaging to ensure consistent growth and positive returns.
Determining the right ad spend is another challenge, especially with so many factors influencing your budget. Read how to determine the right ad spend for your business, where we’ll break down the key considerations and strategies to help you make informed decisions that align with your goals.
Which ad type is the most effective?
We have talked about how the most effective ad type depends on the goal you want to achieve with your marketing strategies. It can be complex, but you don’t have to do it alone. At GoGorilla, we handle everything from evaluating your business needs to building high-performing campaigns. Whether you’re looking to increase sales, grow your audience, or build awareness, we’ll help you select the best ad types to achieve your goals.
