Ad Format
Ad Format

Getting started on a digital marketing campaign? AdWords is one of the best places to start. Google processes billions of search queries every single day across all devices. Advertisers can create targeted ads to display in the search results and easily segment their audience accordingly. Ad Format isn’t just limited to the Search Network though.

Any marketer new to Google AdWords is probably familiar with one ad-type: text ads that appear in search results. But text-only ads are far from everything that Adwords has to offer. Businesses can choose from several different ad-types that appear around the internet. But if you want to make the most of the selection, you should choose the one(s) that offer the most value for your business and target audience. In this article, we are going to discuss on “Which Ad Format is recommended for Driving Action?”

Different Types of Ad Format

Ad Format
Ad Format

Online ads have become a daily part of internet life. For new marketers, it can be confusing getting a grasp on the scope and variety of online ads available. We’ve compiled a thorough list to help categorize and explain each form of online ads present on the web.

Google Search Ads

Google search ads are online ads that appear alongside the search engine result page when users search a keyword query on Google. These ads are PPC, or pay-per-click ads, in which advertisers pay for each ad click. Google’s PPC search ads are managed by Google’s AdWords advertising platform, which allows advertisers to bid on keywords, craft ad text, set budgets, and more. To advertise on Google AdWords, you’ll need to create a Google AdWords Account.

AdWords Ads

AdWords ads are online advertisements created within Google’s AdWords advertising platform, identical to Google search ads.


PPC ads, AKA pay-per-click ads, are advertisements in which the cost of advertising is determined by the number of clicks an ad receives. AdWords and Bing Ads both use a pay-per-click model.

Bing Ads

Bing ads are similar to Google ads in that they work on a pay-per-click basis. Advertisers can manage their ads through the Bing Ads service, formerly known as Microsoft AdCenter. You can get started with creating Bing Ads here once you have a Bing Ads Account.

Facebook Ads

Facebook ads exist in many different forms, each offering unique pros and cons for advertisers looking to market on Facebook. Marketplace ads appear in the side columns of the Facebook website with a headline, copy, and an image.

Promoted Posts are Facebook ads that let advertisers pay a flat rate to promote a single post on their Facebook business page. The promoted post reaches more fans and friends of fans than a regular post.

Sponsored Stories show a user’s interaction with an advertiser’s page or product to the user’s friends and larger network. Sponsored Stories are also one form of Facebook ads that can appear in a user’s newsfeed

FBX, or Facebook Exchange, are Facebook ads that implement remarketing. These ads take into account a user’s web surfing history data, letting an advertiser show an ad for a product a user was looking at earlier on the advertiser’s website.

Twitter Ads

Twitter ads refer to the paid boosts that brands on Twitter can use to extend the reach of their tweets, promote a chosen hashtags, or gain more followers. Promoted Tweets – lets advertisers’ tweets reach more people’s home feeds, and offer a healthy batch of targeting options. Twitter ads also include Promoted Accounts, letting advertisers show up more often in Twitter’s who to Follow recommendation feature. Promoted Trends gets your custom hashtags in the Trends bar, earning additional attention and notice from the Twitterverse.

Tumblr Ads

Tumblr ads come in a few different formats – Tumblr Radar and Spotlight allow for “sponsors,” aka advertisers, to be featured in areas where Tumblr highlights unique content and accounts. With 54 million users posting 70 million posts per day that get over half a billion page views each day, the Tumblr community is an active and lively one.

Tumblr also offers sponsored web post ads, which are pieces of Tumblr content crafted by advertisers that appear in users’ main dashboard feed, integrated with normal, user-generated content. These Tumblr ads have small dollar signs to mark them as advertising content. In order to post your online ads onto the Tumblr platform, you’ll have to become a Tumblr sponsor.

Banner Ads

Banner ads are image-based advertisements that often appear in the side, top, and bottom sections of websites. They can range widely in terms of size, design, and function. You’ll typically find them in all sorts of news-based websites, blogs, and specialized web communities. Many websites brokerage their ad space with ad exchanges such as Google’s Display Network, or you can buy the ad space, in the same manner, you’d buy an ad on a newspaper.

Google Display Ads

Google Display Ads are a form of contextual banner ads used in the Google Display Network, Google’s collection of network sites that agree to host display ads. The Google Display Network also includes Google properties such as YouTube, Gmail, Blogger, etc. Google Display ads can be text, images, and even video based. To serve online ads on the Google Display Network, you need to start by using Google AdWords.

Mobile Ads

Mobile ads are ads that appear on smartphones, tablets, and any other mobile device. Many social media platforms, websites, and apps offer their own unique mobile ad options. If you advertise on Google AdWords, you can advertise to mobile devices by taking advantage of Enhanced Campaigns.

Gmail Ads

Gmail ads in Google’s online email service are contextual ads that are generated by an automated process that scans a user’s emails to discover interests and topics that are relevant to the user. If a user is writing and receiving many emails about air conditioners, that user may see ads about air conditions appear within the Gmail client.

While privacy advocates are wary of such practices, Gmail advertising is fully automated and Google asserts that no humans read user emails, only robots.

Video Ads

Video ads are growing in popularity as better internet speed performance and online advancements make it fast and easy to watch videos on the web. The most successful video ads avoid blatant advertising, opting instead for educational, how-to video content that naturally appeals to users, with some (if any) product suggestions discreetly integrated. Humorous video ads also perform well, with some funny video ad network campaigns finding enormous success, especially when an interactive element is added.

YouTube Ads

YouTube ads are ads that appear on Google’s video-sharing site. Since Google obtained ownership of YouTube, advertising on YouTube has become nearly as easy and customizable as advertising on AdWords.

YouTube ads provide a number of targeting options and several different ad formats. YouTube advertisements can appear as banner ads, in-video overlay ads, in-stream video ads (which are video ads that appear before or during another YouTube video), as well as several other setups.

Pinterest Ads

Pinterest ads are simply pieces of content pinned by brands and advertisers. When marketing a specific product, marketers create Pinterest advertisements by adding a dollar sign before the price amount to the description. This tells Pinterest that this item is for sale at that specific price. Pinterest marketers can then link the pinned item to the official product page to drive retail traffic.

Campaign Types and Ad Formats

Ad Format
Ad Format

The ad formats available to you depend on your campaign type (Search Network only, Display Network only, Search Network with Display Select) and campaign sub-type (for example, Standard or All features). Learn more about the different campaign types available.

Text Ads

Maintain ads quickly and easily. Reach customers when they search on Google. Use Ad extensions to provide additional details and contact information that can make your text ads more relevant to customers.

Responsive Ads

In a matter of minutes, create ads that fit just about any ad space available. Plus, responsive ads can show as native ads, which boost your impact by blending into publisher’s websites.

Image Ads

Showcase your product or service in a visual way. Reach customers on websites that partner with Google.

App Promotion Ads

Send your customers to download your app from an app store, or include a deep link directly into your app. Reach customers when they search on Google (including Google Play), and on websites and apps that partner with Google. Note: Ads will appear only on devices compatible with your content.

Call-Only Ads

Drive phone calls to your business with ads that include your phone number. People can click on these ads and then call your business directly. These ads will only appear on devices that can make phone calls, and any field in these ads can be hidden to fit on smaller screens.

Which Ad Format Works the Best?

Ad Format
Ad Format

Businesses can choose from several different ad-types that appear around the internet. But if you want to make the most of the selection, you should choose the one(s) that offer the most value for your business and target audience. So do proper research before choosing the one and implement in an accurate way to achieve massive success in your marketing campaign.

Mobile Ads and Campaigns

Some campaigns types only show ads on mobile, such as app promotion campaigns and call-only campaigns. To see how these ads appear to customers on the go, learn more about the different types of mobile ads

Here you can see which ad formats are available with each campaign type.

Campaign type Text ad Image ad App promotion ad Shopping ad Dynamic Search Ad Video ad Call-only ad
Search Network with Display Select – Standard  Y  N  N  N  N  N  N
Search Network with Display Select – All features  Y  Y  Y Y  Y  N  N
Search Network only – Call-only  N  N  N  N  N  N  Y
Search Network only – Mobile app installs  N  N  Y  N  N  N N
Search Network only – Standard  Y  N  N  N  N  N  N
Search Network only – All features  Y  N  N  Y  Y  N  N
Search Network only – Dynamic search ads  N  N  N  N  Y  N N
Display Network only – All features  Y  Y  N  N  N  Y  N
Display Network only – Marketing objectives > Install your mobile app  N  N  Y  N  N  N  N
Display Network only – Marketing objectives > Buy on your website  Y  Y  N  N  N  Y  N

Steps To Choose An Ad Format

  1. Select the campaign and ad group in which you want to create your new ad.
  2. Click the Ads tab.
  3. Click the + Ad drop-down button.
  4. Choose the format of the ad you’d like to create and complete the instructions specific to that ad format.
  5. Click Save ad.

After you’ve saved your ad, you should see your new ad listed in the Ads tab. However, ads may not run until they’re reviewed or approved, which can take seconds or days depending on the format.

The Takeaway – Which Ad Format is The Best?

Ad Format
Ad Format

Adwords has a lot of options to help you personalize your advertising campaigns, with different formats, pricing, and platforms for advertising.

Certain ad types will be more valuable for some businesses than others, based on several factors, such as:

  • Searcher intent (where they are in the sales funnel)
  • How your business normally drives conversions
  • The types of products or services you offer
  • What your marketing goals are

Consider how each ad type could benefit your business uniquely to determine the most valuable option(s) for your needs.

Stay Tuned with Kranthi!

Follow each of these best practices to make the ads work for your business. Also, stay tuned with Kranthi to stay up-to-date with other marketing campaigns!




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