A Complete Guide to PPC Ad Formats

PPC advertisements can be seen in a wide variety of formats. Because they are always evolving, it is extremely difficult to give a guide that is fully complete for every ad style that is now accessible. Even though this information is current at the time of writing, it is likely to change in the future.

All of the primary pay-per-click (PPC) ad formats that are available through Google Ads are summarized in the following paragraphs. When it comes to Microsoft Ads, the majority of the fundamental text and commerce formats are currently available.

On The SERP

Text Ads

The most important aspect of pay-per-click advertising! Our cherished text advertisements consist of two or three headlines of thirty characters each and one or two description lines of ninety characters each.

We are now seeing larger text advertising with a more varied alignment of extensions than we had seen in previous years. This is because both Google and Microsoft recently eliminated the older form of standard text advertisements.

When advertisements are displayed, the two headlines are often placed next to one another, and a description line and ad extensions are placed downward. However, the advertisements have become more extensive over the years, and they now occasionally display all three headlines and descriptions at the same time.

In certain instances, advertisements will be shown with a third “headline,” which is made of the URL itself. The URL that is displayed in the headline may appear to be a little strange, therefore you have the option to disable it if you so desire.

Responsive Search Ads

It is more accurate to say that these are automated means of powering text advertisements than they are a variation of text advertisements. The appearance of these advertisements is comparable to that of “regular” text advertisements; typically, they consist of two headlines and one description displayed.

You will, however, occasionally come across three headlines and two descriptions at the same time, which is similar to the way text advertisements work. All of the headlines and description lines that advertisers supply will be shuffled by Google based on which ones are predicted to perform the best.

You can include up to 15 headlines and four descriptions, although it is advised that you include at least three different variations of the headline and two different variations of the description. You must ensure the variables you employ will make sense regardless of the sequence in which they are used.

App Download Ads

With app download advertisements, as well as app engagement ads, you have the opportunity to display your software to consumers who are interested in using tablets or mobile devices.

When it is appropriate, the advertisements will automatically determine the operating system and display either the Google Play Store or the App Store. For the app to be qualified, it must already be available in either market.

UACs, much like responsive advertisements, consist of several components that are rearranged per what Google believes would result in the highest possible level of performance. It is required that advertisements contain a minimum of four separate lines of text, each of which can be up to 25 characters in length. Additionally, to generate a greater number of possibilities, advertisers may incorporate elements such as video clips, photos, or HTML5 assets.

Local Service Ads

Ads for local services are very new and are now only available in some verticals and markets. However, they are getting closer to being available on a national scale in the United States of America. The list continues to grow and currently encompasses the vast majority of fundamental services that one could reasonably conceive of. However, it is anticipated that a great deal more domestic services will be implemented throughout the following year. The advertising is heavily automated, and they are run from a user interface that is distinct from the one used for standard Google ads.

Call only Ads

The only option available in call-only advertisements, which are a kind of text ads that are only available on mobile devices, is to make a phone call from the advertisement.

An indication that the phone number was entered into the dialler is what a “click” on the advertisement signifies, rather than the fact that a call was made. With the usage of a forwarding number, call-only advertisements are qualified to be tracked by Google’s call-tracking service. At the same time that advertisements for local services are starting to gain precedence, the number of call-only advertisements is decreasing.

Shopping

When it comes to gaining visibility for commerce-driven searches, the most effective method is to use Google and Bing Shopping Ads, which were once known as PLAs. The advertising is displayed on the search engine results page (SERP) in a variety of configurations, ranging from a straight bar that displays three to five products.

As may be seen in the example below, advertisements will frequently populate knowledge panels. In certain circumstances, if there are not enough people participating in the auction, you might even be able to find single ad units. The basis for Shopping Ads is a feed that you give to Google. This feed includes a variety of information, including pricing, photos, product information, and titles, among other things. In addition to this, you can add a few COVID-specific properties that can display touch. -free pickup for advertisements in the local area.

On the Web

Responsive Ads

One of the most recent and, as of right now, the only type of text advertisements that can be found on the web is known as responsive ads. You cannot perform only text advertisements. Rather, advertisements will consist of a combination of text and display in a variety of styles.

A wide range of texts, logos, and images will be uploaded by advertisers as ad components, similar to how they would do so with responsive search ads. Google will display the advertisement that it believes is effective for a particular ad unit and will optimize it accordingly. It is possible for the advertisements to appear a little strange, as may be seen below:

If the messaging of the brand is essential to you, then you should make sure to watch the advertisements in a variety of forms so that they are consistent with the way you envision the advertisements appearing.

Static Image Ads

Despite their obsolescence, static image advertisements are still widely used on the Google Display Network. Although it is recommended to upload as many sizes as your team can create, it is essential to be aware that Google will occasionally squish or stretch advertisements to suit “near” ad sizes. This process is known as “seam carving,” and it can cause advertisements to become distorted or cut off the edges.

Get in touch with your representative to opt-out. If you have limited resources, Google maintains a list of the most prevalent ad sizes, which is always evolving as new and developed ad sizes are introduced.

Lightbox Ads

This ad unit is more immersive and was developed with interaction and branding in mind.
In addition to being available in a variety of forms, lightbox advertisements are Google’s version of a low-cost “rich media” advertisement. You can do things like flick through a product catalogue, make an interactive video based on a YouTube video, and do a great deal more with the advertisements. Interactive adverts are available.

Dynamic Marketing Ads

The term “dynamic remarketing ads” is synonymous with the concept of “that pair of shoes you were looking at that simply won’t quit following you around” while you are browsing the internet. Advertisers can display photos, pricing, and other relevant information from the feed to site visitors. These images are powered by the same feed that Google Shopping draws from.

Although Google’s Ad Builder only provides a few basic ad designs, it is a good place to begin because matching branding is not always flawless. Because the advertisements are responsive, they will automatically adjust themselves to fit into a wide variety of ad units. Dynamic remarketing advertisements are qualified to be displayed on Gmail and in some discovery ad units, in addition to being displayed on other websites across the wide web.

YouTube

In terms of targeting videos on YouTube, there is a large selection of alternatives accessible to choose from. For the sake of simplicity, advertisements can be broken down into two categories:

• Video
• Display

YouTube Masthead Ads

The YouTube Masthead is a premium placement that takes over the homepage of YouTube as well as the core portion of the app.

Throughout history, it was necessary to seize control of the webpage for a whole day in exchange for an outrageous amount of money. Over the past year, Google has made YouTube Masthead advertising available to everyone, bringing with it improved targeting capabilities and a more affordable price tag.

They are still sold at a premium price and are purchased on a reserve cost-per-thousand basis. It is possible that the advertisement format is not suitable for everyone; nevertheless, if you are seeking a big reach in a prominent placement, YouTube Masthead advertisements can be the perfect solution for you!