Ad Formats For The Google Display Network

Ad Formats For The Google Display Network

Here are a couple examples of how you can you use rich media

Text Ads

This module contains information on creation and best practices for various ad formats on the GCN.

Text ads are the simplest ad format, and are also the easiest to create and edit. You can quickly create multiple variations for different products to test ad text or landing pages. These ads are the most versatile ad format with the widest reach across the web.

Generally, you should create separate ad groups for text ads and display ads to best optimize your bidding. If you have different goals for your text and display ads, (e.g. direct response goals for text and branding goals for display) you should create separate ad groups for each ad format to best optimize your bidding. However, if you're solely focused on direct response, you may want to manage your text and display ads in the same ad group and bid the same amount for both to get the most cost effective conversion for your budget. Similarly, if your goal is getting maximum reach from your campaign, it can be beneficial to include a text ad in each ad group, as some publishers only accept text ads.

Advertisers often see a lower cost per acquisition (CPA) with text ads than with display ads since cost-per-click (CPC) targeted text ads only take up a fraction of space in an ad block. This can lead to them costing less in the auction.

Here are a few best practices to keep in mind when creating text ads:

•Attract the user's attention by writing compelling ads

•Describe clearly what your products or services you're offering

•Highlight unique selling points or special offers

•Reference a desired action such as "order online" or "sign up today"

•Test multiple versions of your ads to determine what works best for you

•Route users to the most relevant landing page for each creative

Display Ads

Display ads are non-text ads that use images, Flash, video and other technologies and appear alongside publisher content, and can show on both desktop computers and high end mobile devices. Advertisers use display ad formats to meet a wide variety of objectives, ranging from increasing brand awareness, to driving the number of conversions. You can easily deliver your message to your customer by using display ads on the Google Display Network.

Here is an example that illustrates how display ads can be used successfully on the Google Display Network:

You own a pizza restaurant in San Francisco. You can use the Display Ad Builder to develop a display ad that has an image of your most popular pizza with a call-to-action message that leads users to a discount coupon page. You can then advertise using relevant keywords on the Google Display Network and drive conversions at your local pizza store.

Rich Media Ads

Rich media ads allow you to more actively engage a web user with your content than standard text or display formats, as they allow greater interactivity and dynamic content. Rich media ads include video ads, Flash animated ads, and ads that mix text, animated content, and designs. You can easily create these types of ads using the AdWords Display Ad Builder.

ads:

•Video: If you have a product demo or existing TV commercial, you can broadcast it throughout the Google Display Network using these video formats. You can create in-stream or click-to-play video ads using their unique templates.

•Animation/image: If you are a retailer, you can showcase your top selling products along with prices and descriptions and allow users to browse through them, directly in an ad. You can select from multiple interactive templates that allow you to showcase images or set unique destination URLs per image.

Video Ads

Online video is one of the largest areas of media consumption, with an audience of hundreds of millions. Google AdWords allows you to reach and engage this audience with video placements and ads.

Video placements can help you expand your brand reach across a large demographic of global users who are eager to view, share, and create new video content online. You can use the placement tool to target video sites such as YouTube and share your marketing message using text or display ads.

Video ads provide users with a rich and engaging advertising experience. They supplement a web video's content, or advertise a product or service that is relevant to users watching video content. This results in enhanced online branding and cross-promotional advertising campaigns.

•Click-to-play video: If you have a product demo or existing TV commercial, you can broadcast it throughout the Google Display Network using this video formats. These ads begin playing when clicked on by an interested user.

•In-video: If you would like to promote your product or service directly within the video player that a user is watching, you can use either of the following:

◦Overlay: An ad that covers the bottom section of the video.

◦In-stream: A video ad that plays at the beginning, during, or end of video content.