Google Ads consist of two core campaign types:
Pull Campaigns
These are search campaigns powered by keywords. When someone searches on Google, your ad can appear as a relevant result.
This is considered "pull" marketing. Motivated sellers actively seek you out by searching for terms related to your business. They are pulled in by ads matching their search intent.
Push Campaigns
These are (mostly) audience-targeting-based campaigns like Display, YouTube and Performance Max. Your ads are shown to specific groups of people as they browse sites, videos and apps.
This is "push" marketing. You proactively target and push your ads out to potential sellers. These sellers aren't actively searching for you, so your ad needs to distract them to get their attention.
| Marketing Strategy |
Campaign Type |
Where ads are shown |
| Pull |
•Search Campaigns |
•Google's search results page
•Search Partners |
| Push |
•Display
•Video
•Performance Max |
•Websites
•Youtube
•Mobile Feeds
•Apps |
In the following chapters, we'll explore strategies and tactics to attract, engage, and convert motivated sellers across Google's array of campaign types.
Let's start with the power of search...
