There’s no one size fits all in AdWords. What works for one person may not work for another. So to help you figure out what’s best for your business, let’s start by looking at some of the options available for you.
Campaign type detriments things like where your ads can show to customers, and what format they can be in, like text or video. Your ads can show on one, or both, of Google’s advertising networks (Search Network and Display Network), depending on the campaign type you choose. These networks make up all of the places where your ads can appear, whether on desktops, tablets, or mobile devices.
If you want to accomplish a specific goal with your ads, like driving more installs of your mobile app, you can choose a specific campaign sub-type to meet your needs. In general, the standard sub-type is best if you are new to AdWords, or just want to get your campaign set up quickly, without a lot of additional options.
Let’s tie it all together with an example. “Angela runs a thriving travel agency, and she is still pretty new to AdWords. So, when she created a campaign to promote her tour packages, she chose the recommended settings for all new campaigns: Search Network with Display Select. This campaign type is great for Angela, because it helps her reach the largest possible audience by showing her ads on both the Search and Display Networks, with the least amount of setup. She doesn’t need a lot of flexibility for her campaign, so, to make thing even simpler, she chose the “Standard” sub-type.
For a complete comparison of all the different campaign types and sub-types available to you, visit the AdWords Help Center.