The search giant Google offers a wide range of advertising tools and paid promotion formats. However, even experienced media buyers and PPC specialists often don’t know which one to choose. In this article, we will review the main ad formats in Google Ads and explain how to use each of them to achieve high conversion rates in one of the best traffic sources.
Common Types of Ad Formats in Google and When to Use Them
We will take a closer look at the following types and formats of ads: search ads and display ads in the Google Display Network.
Search Advertising
The primary format for placing ads on Google is the search ads on search engine results pages. This format involves bidding on keywords related to the promoted products or services. When a user searches for keywords, a relevant ad may appear at the top or bottom of the search results. In 2023, Google began testing the placement of ads in other positions within the search results. It allows you to reach an audience that is actively searching for specific information or products, increasing the likelihood of conversions and sales.
Additionally, Google search ads are divided into several subtypes.
Dynamic Search Ads
The dynamic ad format is automatically generated based on the queries entered by the user in Google search. The algorithm analyzes the target page or website and then selects the most relevant keywords for the headlines and descriptions. Additionally, the system even replaces the link in the ad. This type of advertising is ideal for large online stores, as there is no need to create separate ads or campaigns for individual products and categories.
You should use this type of ad only if Google has already crawled and indexed the pages of the website. Typically, it may take up to seven days. You can speed up this process by adding links to the indexing queue through Google Search Console.
Product Ads
The advertising format known as product listings or product ads involves adding product descriptions, including images, as well as links to the target page. You can set up these ads through the Google Merchant Center tool. You can add product information either individually or in the form of a feed. These ads appear above the search results, to the right of them, and also in Google Shopping.
Remarketing
Remarketing is an advertising strategy aimed at users who visited a website or landing page but did not complete a purchase or take the desired action. These ads “follow” the lead and offer the same product or service again. You can set up this advertising format based on specific criteria.
For example, it could target users who added a product to their cart but didn’t complete the purchase. You can also show ads to users who spent more than 30 seconds on a page. If the website attracts a large audience, remarketing can be an effective option for encouraging users to complete the desired action. However, you need a list of at least a thousand user interactions within the last month for this strategy to be effective.
By the way, if you are looking for an alternative to Google Ads, we recommend checking our article on the advertising network called Display & Video 360.
Advertising Formats in the Google Display Network (GDN)
The Google Display Network (GDN) consists of websites whose owners collaborate with Google and display advertising on their web platforms. This includes various platforms such as news websites, aggregators, company sites, and video hosting services. The system can show the target audience different types of banners (static and dynamic images), as well as video ads. Essentially, the GDN enhances the effectiveness of search advertising based on user queries. However, campaign targeting is based on the context of the page being viewed, the audience profile, device type, and other factors.
Dynamic Remarketing
This advertising format in the Google Display Network (GDN) includes the feature of dynamically changing the images in ads based on the context of the page. It is an excellent option for online stores and landing pages with physical products.
Gmail Ads
This type of advertising involves displaying ads within Google’s email service. The appearance of the ad resembles a standard unread email. However, the ad is labeled as “Ad” to distinguish it from regular messages.
By clicking on such an “email,” the user will see a display banner with a button that leads to the target page. This format demonstrates high conversion rates in the e-commerce and cryptocurrency niches, as well as in insurance and financial offers. Experienced media buyers also attract high-quality, paying audiences in the gambling vertical.
Mobile Apps
This format involves displaying ads on mobile devices based on a search query or while browsing a specific page of a website that is part of the Google Display Network. These ads contain links to app pages in the App Store and Play Market.
YouTube
Advertising on YouTube is one of the most effective Google ad formats. Users see ads while watching videos. Like search ads, this format can target an audience based on previous search queries in Google, match the theme of the video, and be used for remarketing. Additionally, media buyers can personalize their ads on YouTube with specific targeting. Using the YouTube Analytics tool, buyers can view detailed information about the audience and their interactions with the campaign’s ads.
This ad format provides excellent conversion rates in campaigns aimed at promoting and increasing the brand awareness of new products/services, as well as reminding users about existing ones. Additionally, YouTube ads show high conversion rates in the verticals of cryptocurrency, gambling, betting, micro-lending, and other gray-market niches.
In-App Ads in Google Play Apps
The In-App format from Google involves displaying ads within apps from Google Play. The ads appear as banners with buttons and can lead either to a landing page or a full website, or to the app pages in the store. These ads are shown during loading screens or as a “payment” for using a free app.
Users need to watch the ad in order to continue playing or using the app on their mobile device.
Conclusion
Google Ads has rightfully maintained its leadership position among traffic sources and offers a wide range of advertising formats. However, to choose the most relevant type of advertising for promoting a specific offer, it’s important to consider the type of product/service, its recognition among the target audience, and the advertising budget. Google Display Network (GDN) ads are indispensable when a potential lead is not yet aware of the offer. This format often serves as the first point of contact. On the other hand, search ads are more effective when the audience already knows about the product or service and is specifically searching for it.
