Awareness and Consideration Objective in Google Ads: A Guide to Choose Right Campaign Type

When setting up a campaign in Google Ads, the first step is choosing the right campaign objective. One of the key objectives available is Awareness and Consideration, designed to help advertisers:

• Increase brand visibility (Awareness)
• Encourage users to engage with their brand (Consideration)

But choosing the right campaign type under this objective is crucial. Should you go with Display, Video, or Demand Gen campaigns? Each serves a different purpose depending on your audience and advertising strategy.

In this article, we’ll break down how to choose the right campaign type under the Awareness and Consideration objective and provide real-world examples for better understanding.

Know More About: Website Traffic Objective in Google Ads

What is the Awareness and Consideration Objective in Google Ads?

The Awareness and Consideration objective is designed to help businesses introduce their brand to potential customers and encourage engagement. This objective supports three campaign types:

1. Display Campaign

• Purpose: Maximizes brand reach across websites, apps, and Google properties.
• Best For: Visually-driven businesses looking to create broad awareness.
• Ad Formats: Banner ads, responsive display ads.

Example: A new fitness brand wants to introduce its brand to potential customers. A Display campaign helps place ads on relevant fitness and lifestyle websites.

?? Use Display campaigns when:

?? You want to maximize brand visibility

?? You have compelling visual creatives to showcase

?? You need cost-effective broad reach

2. Video Campaign

• Purpose: Helps brands tell their story and drive deeper engagement through video ads.
• Best For: Businesses that want to increase awareness through storytelling and video engagement.
• Ad Formats: YouTube TrueView, bumper ads, in-stream ads.

Example: A tech startup creates a YouTube campaign explaining how its product works in a 1-minute video ad, helping potential customers understand its benefits.

?? Use Video campaigns when:

?? You want to tell a compelling brand story

?? You have high-quality video content

?? Your audience spends time on YouTube and Google Video Partners

3. Demand Gen Campaign

• Purpose: Drives engagement and interest using visually-rich ads across YouTube, Discover, and Gmail.
• Best For: Businesses looking to generate high-intent interactions from a relevant audience.
• Ad Formats: Native-style image, carousel, and video ads.

Example: A travel agency promotes its new adventure package through a Demand Gen campaign, targeting users browsing YouTube and Google Discover for vacation ideas.

?? Use Demand Gen campaigns when:

?? You want interactive, social-style ads

?? Your goal is to drive high engagement (likes, shares, comments)

?? You want to retarget users based on their past interactions

Which Campaign Type Should You Choose?

Choosing the right campaign type under the Awareness and Consideration objective depends on your specific goal:

Final Thoughts: Optimize Your Awareness and Consideration Campaigns

Choosing the right campaign type under the Awareness and Consideration objective is essential for effective branding and engagement. Whether you're looking to increase brand recognition, drive interactions, or tell a compelling story, aligning your campaign type with your goal ensures better results.

?? Next Steps:

• Test different campaign types to see what works best for your audience.
• Optimize creatives and messaging for better engagement.
• Monitor performance metrics and adjust targeting accordingly.

Other Writeups:

• Google Ads Lead Objective and Supported Campaign Types
• Sales Objective and Its Importance for Advertising
• How to Create Google Ads Account - Different Methods