Google Ads formats for your Google Ads campaigns

The estimated amount of ad spending in "Search Advertising" is projected to reach US $182, 886m in 2021, worldwide.

The Search Advertising segment is expected to generate a total of US$146,099m through mobile in 2025, worldwide.

Whilst, the average ad spending per internet user in the search advertising segment, worldwide; is expected to amount to US$37.13 in this year 2021.

With the upcoming holiday season around the corner, why not take advantage of this trending paid promotional method and boost inquiries, purchases, and in-store visits.

(Source: Statista)

 

What is Search Advertising?

Google the dominating search engine platform is offering the most effective search advertising platform that allows brands to advertise products and services on Google search results and Google Display results within the Google Display Network.

The three main factors that are considered during a Google ads auction are:

Firstly, your Google ads bidding which you need to enter while setting up your new ads campaign.

This is where you’ll tell Google about the amount the maximum amount you would like to bid for your new Google Ads campaign. Your Google Ads bid can be changed at any time.

Next, your ad quality score which is based upon the expected click-through rates for your Google ads, your ad intent to match end-user search needs, and a good landing page experience.

Last, your Google ads extensions will determine the results for your Ad rank in Google Search Display Network.

Please note: Google Ads with good quality score and relevant extensions can get an advantage over ads that has a higher bid.

Click to know more about Google Ads quality.

Your Google ad format is the most crucial aspect considered by Ad rank, which will decide the overall performance of Google Ads campaigns.

You would like to take a look at the Google Ads video to know more about "Search Ads:"

 

What are the types of ad formats available for your Google Ads?

I- Text Ads

This is where Google shows up brand’s Google Text Ads as seen in the image below:

Please note: As per the recent announcement made by Google Ads, you won’t be able to create a new, or even, edit an existing expanded text ad starting June 30, 2022. Your existing expanded text ads will continue to serve and you’ll be able to access reports for the same for now.

 

What are types of Google Text Ads?

 

a- Expanded Text Ads

The expanded text ads format is now allowing Google Ads users to add more content by adding a third headline, a second description and up to 90 characters of a meta description as shown in the image below:

Click to understand the steps for creating an expanded text ad.

 

b- Responsive Search Ads

Responsive search ads will be the only search ad type starting June 30, 2022. This Google Ads format is giving an add on advantage over expanded text ads. This search ads type will allow you to create ads with multiple headlines and descriptions.

The more precise set up the keyword insertion for your ad headlines and description is, the better chances of your responsive ads to show up in Google Search results.

The main benefit of a responsive search ads format will make it easy and automate your creation and management of your Google Search Ads amongst audiences who are looking for your product/service type.

Click to access the guide to set up your next responsive ad campaign now!

 

Where are my Google text ads shown?

They are shown above and below the Google search results pages.

 

II- Display Ads

This is a column where Google shows allow you to promote your products and services, by using images; in front of millions of websites on Google, YouTube channels and applications that are on Google Display Network.

Google use a machine-learning model that will perform the ad placement for the optimal clicks of assets in your Google Ads.        

Below is an example of how a display ad looks within a website:

What are the types of display ads that you need to know?

 a- Responsive display ads

This will allow you to upload multiple assets including logos, video and descriptions for your Google ad campaigns.

Click to learn step-by-step, how to create your next responsive display ad campaign.

 

b- Discovery ads

Here you get a chance for your Google advertisement will be showcased in front of three billion customers across the Google feed in a single ad campaign.

Wow!

YouTube Home, Google Discover, Gmail promotions and social tabs are where responsive search ads are shown.

Optimized targeting is a new feature in the “Search Terms Report” which is gradually being rolled out to Google Ads account holders. This is recently introduced by Google Ads to track audience behavior and improve your Google ad performance over time.

Click to follow the steps to create your Discovery ad campaign now!

 

c- Build and upload your own ads

 You can also have complete control over the assets for your display ads with “Uploaded Display ads.”  There are specified sizes and dimensions for ads that you can upload on Google Display Network (GDN). You would like to make sure that you meet the requirements for animated and non-animated images.

Click to learn more about the requirement for uploading your own image ads.

Click, in case you are receiving an error message while uploading your own ad through your Google Ads account.

In addition, you can build accelerated mobile pages (AMP) using AMPHTML ads and app campaigns through this guide.

Click to know how to create your new display ad campaign from step one.

 

d- Lightbox ads

This display ad format will automatically combine your assets (images, videos, maps) to trigger at the available ad space across the Google Display Network. This is a subtype that you’ll find under “Product and brand consideration” marketing goals in your Google Ads account.

Click to read the steps to create a Lightbox ad now!

 

Watch to know about dynamic remarketing for Google responsive ads:

What is dynamic remarketing?

Dynamic remarketing is based on the previous behaviour of your audience who had already engaged with your Google Ads and took an action on your website for your products and services.

Click to read the steps to create your Google Display Ads for dynamic remarketing.

 

Where are the Google Display ads shown?

Google Display Ads are shown across Google Display Network including YouTube.

 

III- Video Ads

This engaging ad format offered by Google is allowing business owners, digital marketers, content specialists to create compelling ads through videos. Google Ads video ad format includes:

a- Skippable and non-skippable in-stream ads – This is useful when you want to advertise before, during or after other videos on YouTube and Google video partners.

b- Video discovery ads is now known as In-feed video ads– In this, your Google Ads will get a chance to be promoted next to Related YouTube videos, YouTube search results or even on YouTube mobile home.

c- Bumper ads - You can find this when you choose “Create a campaign without goal’s guidance” in your Google Ads account.

d- Outstreamads – You can find this when you choose “Create a campaign without goal’s guidance” in your Google Ads account.

Please note: You can find the above video ad formats when you choose “Create a campaign without goal’s guidance” in your Google Ads account.

e- Mastheadads – You can use this to drive more audience in less time. This Google ad format is available on a reservation basis.

Click to understand the Google Video ads requirements for your next online marketing campaign.

Click to follow the steps for creating your next holiday season video ads campaign now!

Click to perform steps for previewing your created Google video ads.

Below is a recent video shared by Think with Google that features Brian Becker - Global Product Lead @YouTube who discusses what are the best ways to improve purchase intent through your YouTube ad sequencing:

What is video ad sequencing?

This is a subtype that you’ll find under “Product and brand consideration” and “Brand awareness and reach” goals in the Google Ads account.

Video ad sequencing format will portray a series of videos allowing you to showcase your brand products and services as a story.

Click and follow the steps to get started with the Video ad sequencing campaign now!

 

IV- Mobile Ads

Mobile ads format in Google Ads will help you target mobile users across the globe, round the clock.

Below are the types of mobile ads format that you can experience:

a- Text ads

b- Image ads

c- Mobile-app promotion ads

d- Call-only ads

 

What is mobile-app promotional ads?

Mobile in-app promotional ad format for your Google Ads campaign will help you reach mobile users across Google Display Network including Search, Discover on Google, Google Play, and YouTube.

All you need to do is follow the image guidelines for mobile ads, add a few more assets, text, bid and a budget, while Googles’ machine-learning model will optimize and place your Mobile ads where users are looking for products and services like yours.

 

What are the types of mobile app campaigns that you can create?

a-   When you choose “App pre-registration” as your campaign subtypes, you’ll be able to create app awareness before its launch on Google Play.

b-   When you choose “App installs” as your campaign subtypes while creating your next mobile ad, you’ll be able to encourage more app installs. You can also optimize your Google mobile ads campaign targeting as per your end goals.

c-    When you choose “App engagement” as your campaign subtype, you’ll be able to trigger personalized advertisements to your already existing customers.

Click to know how to link your Google Play and Google Ads accounts to auto show ads to your existing app users.

 

What is call-only ads?

This Google mobile ads format is beneficial for business owners whose main goal is to get call inquires. Apart, from a phone number, you are given an optional space for two headlines, a display path, a final path (optional) and your webpage URL that has your business phone number.

 

Click to know Google call-only ads format requirements.

Click to follow the steps to set up a call-only ads campaign for your brand.

 

Where is the Google mobile ads shown?

Google mobile ads are shown as text ads, display ads, app promotion ads, image app promotional ads, video app promotional ads, TrueView for app promotional ads. Call-only ads will be compatible with devices that support voice calls.

 

V- Local Ads

If you want to target all those online audiences who use the term search term “near me” after a product or service name then this will be a boon to you.  (For e.g., “fashion store near me.”) If your next campaign goal is to boost in-store visits and purchases, you would like to explore the Google Local Ads format.

When I used the search term “frozen food near me” I got the below Google Ads result that showcase a location in my vicinity that has the product. 

What I do next, is click on its call, inquire, order online or even drop in the store to collect the product.

Wow, this way the brand that is displaying the Google ad fulfilled my needs on the go and in few clicks online.

Click to get started with “Google My Business.”

Click to learn how to show Google local ads in Google Maps.

Click to know more on how to use location extension for your local ads.

Click to read the recent Google Ads and Local Services Ads Terms and Conditions.

 

VI Hotel Ads

For business owners from the hospitality industry, specific to the hotel industry; this Google Ads format a list of features available for a hotel ads campaign management including hotel group campaign management, callouts, migration of an existing hotel ads campaign to Google Ads, make bulk changes to your hotel campaigns,  

In addition, track the performance of your hotel ads campaigns with the help of Google Ads API.

Click to understand how to get started with the Google Hotel Ads Campaign.

Click to create your next Google Hotel Campaigns!

 

Closing note

Considering the upcoming holiday season 2021  and with the above Google Ads materials, I’m sure there is nothing to stop you from inviting sales for your business.

Godspeed!

 

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Source:

Google Ads Help

Main Image source: Canva

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