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Lesson 2d: Using Different Ad Formats
Ad Formats Basics

Objective: Learn about the different ad formats — in addition to text ads — that you can choose to run on. Get details about the expanded text ad.

Overview

So far, we have been talking about text ads — Google's most traditional and popular ad format. In addition to creating text ads, you might also have the option to create the following types of ads:

  • Image (and animated) ads
  • Video ads
  • Local business ads
  • Mobile ads
Some of the above formats are only available in certain locations. If available, they will appear in your Ad Group Details table — via the Ad Variations tab. (Sign in to your account > Click the appropriate campaign name > Click the ad group name > Click the Ad Variations tab).

You can include one or more different ad formats per ad group. Overall, we suggest that each ad group contains at least one text ad. If you have multiple ad formats per ad group, Google displays the most relevant one on a search or content page.

Make sure that your ad closely relates to the product and service offered and describes what you expect a user to do on your page. Visit the Writing Targeted Ad Text topic to find out about common best practices.

Take a quick glance at how ad formats vary in the chart below.

Content sites Search sites Placement-targeted campaigns Keyword-targeted campaigns Text-based Graphics-based
Text Ads X X X X X
Image ads X X X X
Video ads X X X X
Local business ads X X X
Mobile ads X X X

Expanded Text Ads

At times, your text ad might expand to fill an entire ad position (the area on a web page dedicated to ad space). This is called an expanded text ad. Rather than being grouped with other text ads, the expanded text ad fills the entire ad space by itself.

An expanded text ad contains the same number of characters and the same editorial guidelines as a standard text ad, but the font and layout are increased to fill the entire banner, box, skyscraper or position space.

Any text ad can run as an expanded text ad on the Google content network only (not on search results pages). No special arrangements are needed. A text ad is expanded automatically whenever the AdWords system determines that its price, relevance and other competitive conditions make it a good candidate to take the entire space itself.

 
 
Image Ads

Objective: Learn about the features, creation process and guidelines for image ads.

Features

AdWords image ads are graphic ads that can be static (motionless) or animated. These ads appear on select content sites (not search sites) in the Google Network which have opted into the image ads programme.

Image ads combine two features — graphics and AdWords targeting technology. This gives advertisers the power of pictures along with the precision of matching ads to related content sites.

Campaign Integration

Image ads are available for campaigns that use keyword and/or placement targeting. Since image ads only run in the content network, campaigns using keyword targeting only must be·opted in to the content network in order for image ads to run. To learn how, visit the Edit Campaign Settings topic.

When you load your images via your Ad Variations tab, try to provide descriptive image names so that you can manage your account better. Include the following in your image name:

  • An image description
  • The campaign or ad group name

Formatting and Guidelines

Static image ads can be formatted in .gif, .jpg and .png. Animated image ads can be formatted in .gif or Flash. Image ads should clearly and accurately reflect your site and emphasize unique benefits of your product or service.

Both types can be in the following sizes:

  • 250 x 250 Square
  • 200 x 200 Small Square
  • 468 x 60 Banner
  • 728 x 90 Leaderboard
  • 300 x 250 Inline Rectangle
  • 336 x 280 Large Rectangle
  • 120 x 600 Skyscraper
  • 160 x 600 Wide Skyscraper
To learn more about formatting and specific image ads guidelines, visit Editorial Guidelines for Image Ads. For general information, visit the Image Ads section in the Help Centre.

 
 
Video ads

Objective: Learn about the features, creation process and guidelines for video ads.

Features

Video ads are click-to-play or in-stream ads that appear on select content sites (not search sites) in the Google Network and on Google Video.

  • Click-to-play video ads appear as a static opening image. Users click the 'play' button or the opening image to watch the video in the ad space. If a user clicks the Display URL at the bottom of the ad or clicks the ad while it is playing, the user goes to the webpage that you have specified.

  • In-stream video ads are streamed during other videos, similar to how commercials are shown on television. Just like click-to-play ads, in-stream ads contain a Display URL that, when clicked, takes the user to the specified webpage.
Video ads let you interact with and engage the user. For example, users can control the volume and replay the video.

Campaign Integration

Video ads are available for campaigns that use keyword and/or placement targeting. Since video ads only run in the content network, campaigns using keyword targeting only must be opted in to the content network in order for video ads to run. To learn how, visit the Edit Campaign Settings topic.

When paying on a CPC basis, advertisers pay for click-throughs that lead users to the website, not for clicks on the opening image/video or play button. When paying on a CPM basis, advertisers pay for impressions of the opening image (or for in-stream video, when the video runs), rather than for each time that the video plays.

Formatting and Guidelines

Google hosts and streams video feeds. Streaming technology is optimised for all bandwidths (dial-up, DSL, etc.). The video operates as a Flash element. As a result, users do not have to install anything.

Here are some tips for creating a video ad:

  • Create a descriptive and eye-catching opening image (the image which users see before playing the video).
  • Entice users to click 'play' by using rich, sharp colours.
  • Include a few words to describe the product, service and/or company.
  • Boost play rate with a call-to-action that tells users that they can play the video to learn more.
  • Create multiple video ads with different opening image sizes to increase the number of placements where your ad is eligible to appear.
  • Keep the video engaging and no longer than necessary (play rates drop off significantly after 45 seconds).
  • Be clear about business offers.
  • Deliver key messages early in the video, because users may not watch the whole thing.
  • Provide clear next steps for users to take after finishing the video, such as making a purchase or visiting the website or store.
To learn more about formatting and specific video ads guidelines, visit Editorial Guidelines for Video Ads. For general information, visit the Video Ads section in the Help Centre.

 
 
Local Business Ads

Objective: Learn about the features, creation process and guidelines for local business ads.

Features

Local business ads are AdWords ads associated with a specific geographic location. They can appear when a user searches for specific businesses or services in the advertiser's selected geographic area. This option is a good way to reach local customers and create local customer awareness.

For example, if a user searches on dentists Liverpool, Google displays a list of dentists in or near Liverpool.

Local business ads are eligible to appear in two places:

  • On Google Maps (maps.google.com)
  • On Google and other sites in the Google search network

Campaign Integration

Local business ads are available for campaigns using keyword targeting only. These campaigns must be opted in to the search network (or into Google search only) and target a specific region or city. To learn how, visit the Edit Campaign Settings topic.

Each local business ad should be associated to a business location within the campaign's targeted region. For example, if your campaign targets Manchester, you won't be able to create local business ads for businesses in London.

To enable local business ads to run on Google Maps and search sites in the Google Network:

  1. Create a business listing in Google Maps.
  2. Create an AdWords local business ad.

Formatting and Guidelines

The format of local business ads appears differently on Google Maps and on the Google search network:

  • Google Maps: Google Maps includes a map component for each local business ad. When a user clicks the ad title or the map marker, an info window expands on the map to reveal additional information about the business. When users click the URL in the ad or in the info window, they are redirected to the advertiser's website.

  • Google and the search network: A text-only version of each local business ad is automatically eligible to run on Google and other search sites in the Google Network. The text version has the same ad text and Display URL as the enhanced ad running on Google Maps. In addition, a fifth line of text appears with the city (and county, if applicable) of your business.
When creating local business ads, follow standard text ad Editorial Guidelines. To learn more about local business ads, visit the Local Business Ad section in the Help Centre.

 
 
Mobile Ads

Objective: Learn about the features, creation process and guidelines for mobile ads.

Features

Mobile ads are short, text-based AdWords ads that appear when users search Google from a mobile device. Your mobile ads can send users to your mobile webpage or connect them to your business phone.

Mobile ads only appear on mobile devices and not on search or content sites in the Google Network.

Campaign Integration

Mobile ads are available for campaigns using keyword targeting only. Advertisers either pay per click (when users click through to the website) or pay per call (when users click the 'Call' link).

Mobile ads work for country-targeted or territory-targeted campaigns only (not for local targeting). Therefore, your campaign should be set to target countries or territories and should include geographically targeted keywords (like Birmingham pizza). This helps users clearly identify where the business or product is located. To learn more, visit the Region and City Targeting topic.

Formatting and Guidelines

Mobile ads contain two lines of text, with a limit of 12 or 18 characters per line, depending on the language in which you write your ad.

If you choose to connect users to your web page, your Display URL appears on a third line. If you select the option that allows customers to connect to your business phone, a 'Call' link appears next to your Display URL. Your business phone must be domestic to the location targeted by your ads and should not be a toll number.

To learn about mobile ads policies, visit Editorial Guidelines for Mobile Ads. For general information, visit the Mobile Ads section in the Help Centre.

 
 
Traditional Media Ad Formats

Objective: Learn how to use AdWords to reach users through print and radio.

Introduction

AdWords ads aren't just for online media. You can also launch advertising campaigns for print and radio through your AdWords account. These ad formats can complement your online ads by reaching an audience who isn't online.

The setup, features and function for Print Ads and Audio Ads are similar to your online ads. You simply create a new campaign in your account, choose your targeting and pricing options, then upload or create your ads.

Once your ads run, you can track their performance through the AdWords Report Centre in your account and make adjustments as needed.

Note: Google Print Ads and Audio Ads are only available to U.S. advertisers at this time. We also offer TV ads, but on an invitation basis only. If you're a US advertiser and would like to participate, visit the Google TV Ads Beta Trial page to sign up.

Print Ads

Print Ads enables advertisers to place targeted ads in newspapers throughout the United States. Print ads are used effectively to:

  • Announce sales and promotions
  • Communicate a branding message
  • Target key audience segments (using specific sections like Sports)
  • Support multi-media campaigns
  • Generate leads and promote conversions
Print ads can be created in full in your AdWords account. The process is simple and flexible and entirely based on your specific ad goals. You choose the newspapers and sections in which your ad will appear, based on your targeted audience. Then, choose how much you're willing to pay for each individual newspaper insertion. Your offer can be a percentage of the predetermined publisher rates (such as 50% of £50). Finally, upload your ad or use our ad creation tool to create your own ad in minutes.

Since Print Ads works on an offer-based pricing system, publishers must approve your offer in order for your ad to run. After your ads run, you'll see a copy of the newspaper page (tearsheet) where your ad was published so that you can safely pay for the placement in your account.

To create a Print Ads campaign:

  1. Sign in to your account at https://adwords.google.co.uk.
  2. On your Campaign Summary page, click Create new print campaign under the 'Other Campaign Types' section.
  3. Click Get Started now and follow the steps.
To learn more about Print Ads, go to the Print Ads home page. Or visit the Print Ads section in our Help Centre.

Audio Ads

Audio Ads lets you run targeted ads across hundreds of different AM and FM radio stations nationwide. Radio is the everywhere medium: ads aired on the radio reach consumers where other media can't. This gives you a great way to send local customers to your business, whether it's a website or a brick-and-mortar establishment. Among the benefits, Audio Ads:

  • Increases brand awareness
  • Reaches over 82% of the population when they're not online
  • Is cost effective
  • Influences brand perception and appeal
  • Is highly targeted
When creating an Audio Ads campaign in your AdWords account, you can choose from two different campaign types based on different pricing models:
  • With audio ad auctions, you set the weekly budget and maximum bid you want to pay per 1,000 listeners who hear your ad. Your ads will be broadcast based on available time slots for your price, set by the competitive marketplace.

  • Reserve campaigns give you more predictability as to when your ad will play. You reserve the exact time of day when you'd like your ad to be broadcasted. You pay a set price determined by the rate card of the station to reserve ad plays before they're made available for auction.
After you choose your campaign type, you can create your ad or find a professional in the Google Ad Creation Marketplace to produce it for you. Then, choose from hundreds of different stations to broadcast your ad - from talk radio to easy listening. Narrow your focus and reduce your costs by selecting your target locations or audience, radio station type or time of day.

You can even track leads that result from your Audio Ads campaign with call reporting. Google provides you with a free 0800 or local business number that you can use in your ad. This number then redirects to your business line and the system tracks the time and duration of each call, minimising your tracking efforts.

To get started with an Audio Ads campaign:

  1. Sign in to your account at https://adwords.google.co.uk.
  2. On your Campaign Summary page, click Create new audio campaign under the 'Other Campaign Types' section.
  3. Click Get Started now and follow the steps.

To learn more about Google audio ads, go to the Audio Ads homepage. Or visit the Audio Ads section of our Help Centre.