Chapter 6: Ad Formats

Chapter 6: Ad Formats

You can only use text ads in the AdWords Search Network. 

Within the Display Network, you can choose from a large number of ad formats including text ads, video ads, image ads, WAP mobile ads, app or digital content ads, and more.

We'll go through each type of format in more detail below.

Text Ad Formats

Text ads consist of words only. This allows you to maintain your ads quickly and easily. Text ads have a headline, display URL, and a description.

Those 3 simple elements are all there is to a text ad.

You can add in a few features that we'll cover later on, but the simplest text ad format just has a headline, URL and a description.

The headline is the first line of your ad.

It may be smart to include keywords in the headline because visitors are already using these keywords to search online and they'll respond to them. That's one reason why creating different ad groups based on keyword themes is worthwhile. You can create a custom ad with the keywords that are most likely to show up for that ad group.

The description is where you describe the product or service you're offering.  You'll want to create compelling ad text here. By identifying special offers and prices you'll be able to pull out crucial details that make your products or services special. This is the essence of creating effective ads. 

AdWords text ads allow a maximum of 35 characters per line. You have 2 lines to work with. Since AdWords text ads are small you'll need to choose your words carefully.

The display URL is the web address of the site the ad leads to. You can assign a different destination URL, but it has to lead to the same site as your display URL. That means you can choose to display your home page, but actually send the visitor to an internal page on your site.

The display URL can be up to 35 characters in length. If it's longer AdWords will automatically shorten it.

Text Ads Special Features

AdWords can add automatic breadcrumb links to your ad to help viewers figure out which page they want to reach on your site and have the ability to click on a direct link to it. You control this through the code on your landing page. This feature is traditionally used by ecommerce stores or sites with lots of different products.

Another special feature are ad extensions. These are links that appear under the text ad like those shown below:

They include more information along with links to your site or even your business phone number. Ad extensions can make your ads more relevant.

When it comes to text ads, you're charged when a customer clicks on any link in your ad, whether the headline, the breadcrumb link, or an ad extension.  And you're charged the same amount based on your maximum CPC bid.

If you'd like to see how breadcrumbs or your ad extensions are performing you can select the ads tab and segment your data by 'click type'.

Image Ad Formats

Image ads can be static or even include interactive graphics.  They allow you to showcase your ad content in a visual way and grab attention. You can only use image ads on the Display Network.

Since a visitor on the Display Network is on a website and not exactly actively searching, AdWords recommends image ads over text ads because they grab a visitors attention.

Example of image ads:

However, you should still include text in your image ad. You may want to include a product description along with a call to action to get viewers to click on your ad. Just using an image with no text in your ad isn't going to work as well.

Image Formats and Sizes

You can create an image ad for desktop browsers in one of the following formats; gif, jpg, jpeg, png, or swf. The images must be 150KB in size or less.

The following ad sizes are allowed (these are fairly standard ad sizes):

• 250 x 250
• 200 x 200
• 468 x 60
• 728 x 90
• 300 x 250
• 336 x 280
• 120 x 600
• 160 x 600

For mobile devices, the images must be in one of the following formats; .gif, jpg, jpeg, or png. They also must be 150KB or less.

The following mobile sizes are allowed:

• 320 x 50
• 200 x 200
• 250 x 250
• 300 x 250

When creating your images, you'll want to keep in mind that Google includes a small graphic overlay within the ads. Make sure you consider this overlay when creating your ad.

Flash images are another consideration. Keep in mind that not all devices support Flash. AdWords can create a non-flash version of your image and show the right version depending on the device your customer is using.

Video Ads 

Video Ads Formats

Video ads are a rich and engaging way to reach viewers. 

AdWords has two main tools for video ads; the Display Ad Builder and AdWords for Video. We'll cover each of these below.

Display Ad Builder

AdWords allows you to use the Display Ad Builder to create video ad campaigns.  This allows you to position your video ad within videos already running on YouTube and on any site that allows video ads in the Display Network.

You can price your video ads with the CPC, CPM or CPV (cost per view) bidding model when you use the Display Ad Builder. You can use any other ad format except the TrueView video formats when using the this tool.

AdWords For Video

A second tool designed to help you build online video campaigns fast is the AdWords for Video tool. With this tool you'll have to use TrueView video formats. Only CPV bidding is supported.  And your video ads must be hosted on YouTube.

CPV bidding should be used when your goal is to reach viewers with video content (and not necessarily for clicks). With this bidding model you only pay when a viewer watches your video.  

You'll have to use TrueView video formats and AdWords for Video to take advantage of CPV bidding.

Mobile Ads 

Mobile Ad Formats

With the rise of mobile, you'll want your ads to be available for mobile users.  There are two types of Mobile ad formats. The first are called high end mobile ads and these are found on Smartphones. The second mobile ad format is called WAP mobile ads. They work on other phones that don't have full internet browsers.

High-End Mobile Ads

High-end mobile ads run on Smartphones.

Smartphones and other high-end mobile devices have full internet browsers. So that means they can display high-end mobile text ads that will end up looking  like the normal text ads you see on a desktop computer. The only difference between the text ads on a desktop and a mobile phone is that the mobile phone will show fewer text ads to conserve space.

The most common size for a high-end mobile ad is 320 x 50. 

If you're going to run ads on high-end mobile devices you'll need to upgrade to enhanced campaigns.

If you're running image ads, make sure your campaign is opted into the Display Network and that you make your mobile ads the right size.

WAP Mobile Ads

WAP mobile ads include text or image ads for WAP (wireless application protocol) mobile devices. These mobile devices don't have the full browser capabilities of desktop computers or Smartphones. Instead, websites viewed on these devices look much simpler than those seen on a desktop.

WAP mobile text ads have two lines of text. There are between 12 and 18 characters per line, depending on the language of the ad. The URL appears on the third line. 

You have the option to add a 'call' link that makes it easy for customers to give you a call. This makes it easy to connect with mobile customers while they're on the go based on their location.

If you'd like to use this ad format, select WAP mobile ad option when you create a new ad. If you want to use an image ad make sure you're opted into a Display Network campaign. 

Google+ Page Endorsements

You can link your Google+ account to your ads and Google will show your +1 endorsements, making your company look more popular and allowing your prospects to share information about your company with their friends, family, and acquaintances.

Viewers can click on the +1 on your ad and that will add another + to your Google+ account.  The number of +1's on your Google+ account will show up on your ad. So if you already have a lot of +1 action, that will come across in your ad and you will look like a more popular company to viewers (which may influence their decision to click on the ad or even buy from you).

Ad Policies

Ads must be relevant, clear, accurate, and descriptive of the products or services offered.  The ad itself and the keywords you're bidding on should directly relate to the offer on the landing page you're sending visitors to. 

Make sure you have permission to use any images you're using in your ad.

AdWords does not allow phone numbers in the ad text (or even in the sitelinks extension).  The only exception to this rule is when the company name is an actual phone number.

Otherwise you need to use call extensions instead of phone numbers. This allows AdWords to track the number of times you are called and charge you for each call.

Here are a few additional rules for ads:

• You cannot use phrases like 'checkout this site' or 'click here'.
• You cannot create ads that look like email inbox notifications.
• Your ads should be complete and proofread; you can't have missing lines or extra spacing and you must use good grammar.
• If you're using the keyword insertion feature, your ads must make sense.

If your ad gets disapproved, here are a few suggestions for getting them approved:

• Check your grammar and spelling.
• Make sure you didn't use the phrase 'click here' or something similar in your ad.
• Make sure you're not simulating email inbox notifications.
• Make sure your landing page reflects the ad and that visitors will get what they're expecting.
• If you talk about products or services in your ad you need to make sure those are displayed on your landing page.
• Make sure you're using a call extension so AdWords can keep track of the number of calls you get.

If you violate ad policies then your ads may be disapproved. In that case they won't run until they're fixed.

Even worse, it's possible for an entire domain name to be banned from AdWords advertising until it's fixed. If you really mess up, your account can be suspended.