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Lesson 2d: Using Different Ad Formats |
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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.
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: 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.
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. | |||||||||||||||||||||||||||||||||||||||||||||
Objective: Learn about the features, creation process and guidelines for image ads.
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.
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:
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:
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Objective: Learn about the features, creation process and guidelines for video ads.
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.
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.
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:
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Objective: Learn about the features, creation process and guidelines for local business ads.
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:
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:
The format of local business ads appears differently on Google Maps and on the Google search network:
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Objective: Learn about the features, creation process and guidelines for mobile ads.
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.
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.
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. | |||||||||||||||||||||||||||||||||||||||||||||
Objective: Learn how to use AdWords to reach users through print and radio.
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 enables advertisers to place targeted ads in newspapers throughout the United States. Print ads are used effectively to:
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:
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:
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:
To learn more about Google audio ads, go to the Audio Ads homepage. Or visit the Audio Ads section of our Help Centre. | |||||||||||||||||||||||||||||||||||||||||||||