Google AdWords: Learning Centre

Learning Centre

Lesson 2d: Using Different Ad Formats

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:

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

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:

An image description
The campaign or ad group 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:

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.

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.

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.

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:

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.

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:

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

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:

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.

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.