What are Google Ads in 2024 in Uganda

Google Ads offers a variety of different ad formats and campaign types to help you reach your target audience and achieve your advertising goals.

In 2024, Google Ads continues to evolve, offering a robust yet dynamic environment for advertisers.

Here are some of the most common types of Google Ads:

Search Ads:

Appear on Google search results pages when users search for specific keywords related to your products or services.

  • Responsive Search Ads (RSAs): Automatically adjust to fit available ad spaces and show the most relevant message to users.
  • Dynamic Search Ads (DSAs): Generate ads based on your website content, automatically targeting relevant keywords.
what are google ads paid vs organic results serp Axhela Digital

Display Ads:

Appear on websites and apps across the Google Display Network (GDN).

So you may ask what is Google Display Network(GDN)

The Google Display Network (GDN) is a vast network of millions of websites, apps, and videos where you can display your Google Ads. It offers advertisers a powerful way to reach a broad audience beyond just those actively searching for specific terms.

  • Banner Ads: Static image ads in various sizes and formats.
  • Responsive Display Ads: Automatically adjust size, appearance, and format to fit available ad spaces.

Shopping Ads:

Showcase your products with images, titles, prices, and merchant information.

Shopping ads- Google ads
  • Product Shopping Ads: Show specific products from your Merchant Center feed.
  • Local Inventory Ads: Promote products available at your physical store locations.

Video Ads:

Play on YouTube and other websites and apps across the Google Display Network. These include,

Video ads - Google ads
  • Skippable in-stream Ads: Users can skip after 5 seconds.
  • Non-skippable in-stream Ads: Play before, during, or after other videos.
  • Bumper Ads: Short, six-second video ads.

Discovery Ads:

Show visually rich ads on mobile devices and desktops, including Google Discover, Gmail, and YouTube.

Discovery Ads are a visually rich ad format displayed across popular Google platforms like YouTube Home and Watch Next feeds, the Google Discover feed, and Gmail Promotions and Social tabs.

They aim to capture user attention during moments of discovery and exploration, when they’re actively browsing content but not necessarily searching for specific keywords.

Local Services Ads:

Local Services Ads (LSAs) are a specific type of advertising offered by Google specifically for local service businesses, like plumbers, electricians, house cleaners, and more.

They provide a unique way to connect with potential customers who are actively searching for your services in your local area.

Local Service ads

Performance Max campaigns:

Performance Max campaigns, introduced by Google in 2022, are a unique and automated campaign type designed to maximize conversions across all of Google’s advertising channels. This means your ads can appear on Search, Display, YouTube, Discover, Gmail, and Maps, giving you wider reach and potentially more conversions compared to single-channel campaigns.

Here’s a breakdown of what Performance Max campaigns are and how they work:

Key Features:

  • Goal-Based: You set your conversion goals (e.g., website purchases, leads), and Google’s machine learning optimizes your campaign to achieve them across all available channels.
  • Automated Bidding & Placements: Google’s AI automatically sets bids and chooses where to show your ads based on real-time signals and predicted conversion potential.
  • Multiple Ad Formats: Leverage various ad formats like text, images, and videos, automatically combined and optimized for each platform.
  • Asset-Based: Provide different creative assets like logos, headlines, images, and videos, and Google will mix and match them to create the most compelling ad combinations.
  • Audience Signals (Optional): Share additional audience information (e.g., demographics, interests) to give Google more context for targeting.


  • Wider Reach: Access all of Google’s advertising channels with a single campaign.
  • Increased Conversions: Google’s AI aims to deliver more conversions at your target cost.
  • Simplified Management: Less campaign setup and manual optimization needed.
  • Automated Optimization: Google’s AI constantly analyzes and optimizes your campaigns for better performance.

Smart campaigns: A simplified campaign type for beginners, automatically targeting relevant keywords and placements.

The best type of Google Ad for you will depend on your specific advertising goals, target audience, and budget. It’s important to experiment with different types of ads and track your results to see what works best for you.

In addition to the types of ads listed above, Google Ads also offers a variety of targeting options, bidding strategies, and campaign settings to help you optimize your campaigns for success.

That’s a wrap guys, if you liked this article kindly share it using the share buttons below. Let’s catchup in the next one.

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Abbey Bukenya
Abbey Bukenya

Abbey Bukenya is the Founder and CEO of Axhela Digital your ultimate Web and Content Marketing Digital agency based in Entebbe Uganda.

He is a professional digital marketer, food scientist, and tech-savvy. He has worked with a lot of successful companies over the 6 years of his working experience and has gained a lot of knowledge in these fields.

Currently he is running Axhela Digital and Njiya Technologies is always glad to reach him though the contact details on +256 762179048

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