Google Ads & Ads Formats

Written on 17/05/2020

Google Ads & Ads Formats

What is Google Ads?

Google Ads is an online advertising tool that helps businesses connect with their customers. You create your online ad, tell Google Ads who you want to reach, and Google Ads brings your ads to them. That’s basically it. 

Google Ads has a sophisticated targeting system that helps you show your ads to the right people, in the right place, at the right time. Use keywords, location, demographics, and more to target your campaigns.

Google Ads gives you complete control over your budget. You choose how much you spend per month, per day, and per ad. There’s no minimum.

Google Network

The Google Network is made up of two networks: Search and Display. They’re the places where your Google Ads ads can appear, including: Google sites, partner sites, and other placements like mobile phone apps.

Ad formats

Text ads

The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call to action.

Where they can show:

  • Search Network
  • Search Partners

Ads with extensions

Ad extensions provide additional information to your text ad, such as your business’s address or phone number.

Where they can show:

  • Search Network
  • Display Network (depending on the extension

Responsive ads

 The Display Network offers ads that adjust to match the pages and apps that show them. Viewers are more likely to see these ads because they blend in with the content the viewers came for. Responsive ads can go a long way to help build awareness, influence consideration, and drive action. 

Where they can show:

  • Display Network

Shopping ads

In addition to an image, Shopping ads contain product and pricing information, so users get a strong sense of the product you’re selling before they click your ad. They’re ideal if you’re managing a large inventory of products.

Where they can show:

  • Google Shopping (in select countries)
  • Google Search
  • Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)

Image ads

Image ads capture people’s attention as they browse websites in the Google Display Network.

Where they can show:

  • Search Network*
  • Display Network

*Image ads show on search partner networks, but not the Google Search Network.
Video ads

Video ads are just what they sound like — a standalone video ad or a video ad that runs inside another streaming video.

Where they can show:

  • Search Network*
  • Display Network

*Video ads show on search partner networks, but not the Google Search Network.
App promotion ads

App promotion ads send your customers to an app store to download your app, or include a deep link directly into your app.

Where they can show:

  • Search Network
  • Display Network

Call-only ads

Call-only ads allow your customers to call your business directly by clicking on your ad. They’re useful for driving phone calls to your business from devices that can make calls.

Where they can show:

  • Search Network

Rich media ads

Rich media ads are engaging ad formats that often include animation or other types of motion.

Where they can show:

  • Display Network

Writing effective text ads: five tips

To effectively reach potential customers, your text ads should be specific, actionable, and relevant. Let’s take a closer look at things to keep in mind when writing text ads. Highlight what makes you unique
Show customers what makes you stand out from the competition.Use a call to actionUse your descriptions to tell customers what they can do on your site once they click your ad — link them right to where the ad matters. Include sale termsIf you have a sale, make sure they know. Say it right in the ad.Match your ad to your keywordsWhat might customers be thinking when searching for your products or services? Include those search words as keywords in your ad text.Match your ad to your landing pageEnsure your ad takes customers right where they can act on it. The easier it is to find, the more likely they are to purchase.

Ads Best practices

  • Optimize your headlinesHeadlines matter…a lot. People are most likely to read the headline of your ad, so even though you have extra room now, you still need to make every word count.

    Also, when viewed on the search results page, your ad’s headline fields are combined using a hyphen, “-”. On mobile, the headline may wrap beyond the first line, so consider how this will read to ensure it’s a compelling experience. 
  • Think about your mobile audiencePeople use Google across different devices, so here are some ways to particularly address your mobile audience:
    • Direct users to pages of your site that deliver a great experience through mobile-specific URLs.
    • And if you know about any calls to action or offers that work particularly well on mobile devices, take advantage of ad customizers to speak directly to those mobile users.
  • Use ad extensionsIncluding information below your ad, like additional deep links into your website or business location, has been shown to increase your ad’s performance.
  • Improve the landing page experienceWhen it comes to making that ad super effective, it’s not all about what’s in the ad itself …let’s not forget about your landing page experience! Landing page experience is Google Ads’ measure of how well your website gives people who click your ads exactly what they’re looking for — quickly and effortlessly.

Five tips to improve landing page experience

You certainly don’t want a highly relevant, well-crafted ad that ends up taking a user off to a product or service they weren’t looking for! The experience users have after they click on your ad and visit your landing page URL is just as important. It affects your Ad Rank, your cost per click (CPC) and your position in the ad auction. A poor experience may even result in your ads showing less often — or not at all! So, let’s work to avoid all that. To do so, keep these five tips in mind: 

Offer relevant, useful, and original content

  • Strive to offer useful features or content that are unique to your site.
  • Make your landing page directly relevant to your ad text and keyword:

• Be specific when the user wants a particular thing. If someone clicks on an ad for a sports car, they shouldn’t wind up on a general “all car models and makes” page.

• Be general when the user wants options. If someone’s looking to compare digital cameras, they probably don’t want to land on a specific model’s page.

Promote transparency and foster trustworthiness on your site

  • Openly share information about your business and clearly state what your business does.
  • Explain your products or services before asking visitors to fill out forms.
  • Make it easy for visitors to find your contact information.
  • If you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it.
  • Distinguish sponsored links, like ads, from the rest of your website’s content.

Make mobile and computer navigation easy

  • Organize and design your page well, so people don’t have to hunt around for information.
  • Make it quick and easy for people to order the product mentioned in your ad.
  • Avoid pop-ups or other features that interfere with their navigation of your site.
  • Help customers find what they’re looking for by prioritizing above-the-fold content.

Be fast — decrease your landing page loading time

  • Make sure your landing page loads quickly once someone clicks on your ad, whether on a computer or mobile device.

Make your site mobile-friendly

  • See how your site scores on mobile-friendliness and speed, and find out how to improve it. Test how mobile-friendly your site is with the link in our recap section at the end of this course.

Avoid editorial errors – Top reasons for disapproval


Your ad must be grammatically correct, clear, and professional. We want your ads to stand out for the right reasons — like your great products or services — not for gimmicky ad text.

Here’s what to check for to ensure policy compliance:

  • Typos
  • Extra punctuation marks e.g., Buy Now!!! or Ready to start???
  • Unnecessary use of symbols e.g., &%^*
  • Symbols used incorrectly e.g., “+” used to represent “and”
  • GiMmIcKy CAPITALIZATI0N and spelling
  • Emojis and emoticons 

There are many ways your ad could be disapproved for editorial, including style and spelling errors, repetition, and even poor video quality. Review the article linked in the recap section for more details.

Here are the main ways to ensure compliance:

  • Don’t include “Click here” in your ad
  • Don’t include your phone number in ad text, instead use a Call extension
  • Image ads must be clearly branded with things like a company name, logo, and display URL