Google Ad Formats for Display Advertising

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By Pep Canals, on 31 December 2021

Google Ads, Google's advertising platform, has one of the largest networks available. In fact, most brands that implement search engine marketing strategies leverage Google Ads because of the reach of its display ads.

Display advertising comes in the form of banners or ads containing text, image, audio, or video. Display ads appear on websites that users are interested in and even take into account their browsing history.

Read on as we explain everything you need to know about Google ad formats for display advertising.

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How Does Display Work in Google Ads?

One of the best parts about Google Ads is that you can heavily segment your users so that your ads appear to people who are already interested in your product or service. This is thanks to the Google Display Network, which places the right messages in front of the right users at the exact right time.

What Display Formats Are Available in Google Ads?

Choosing your ad's format is a very important part of your SEM strategy, as it will directly impact the number of clicks you get. Let's review the google ad formats you can create.

  • Text is one of the most used formats, since the ads appear among Google search results. The goal is to increase web traffic and generate conversions. Keywords play a key role in this type of advertising, so make sure to spend time conducting keyword research.

  • Images appear in the form of banners and quickly grab attention. There are different banner sizes available to depending on where on a website you would like your ad to appear. In this type of format, the image is the focus, but the ad can also include text.

  • Video is the most direct format and the one that can best convey a message. In addition to the video itself, you can include text, music, or any other elements to make your ad more engaging. This type of advertising has very good results on social networks.

Google Shopping and Discovery Campaigns

In addition to the display ad formats mentioned above, there are also Product Listing Ads and Discovery ads. The first is used for Google Shopping campaigns and includes a picture of a product, a brief description, the price, and the seller information. These product cards are designed to promote ecommerce businesses.

Discovery campaigns combine audience targeting features with visually appealing formats, allowing for better personalization of ads across Google's Network. People can see your ads on over 2 million websites that reach 90% of users worldwide and on YouTube's Home and Watch Next feeds, Google Discover, and Gmail's Promotions and Social tabs.

One of the main advantages of using Google Ads is that it allows you to adapt your ad to your brand's needs and also to the user's habits.

4 Advantages and Tips for Your Google Ads Display Campaigns

  1. In addition to being the perfect tool for reaching your audience, display ads make it possible for you to achieve measurable results for your campaigns. Any action carried out in a marketing strategy must be measurable to determine if it was effective or not. If it wasn't effective, you will need to analyze how it can be improved.

  2. Segmentation is another advantage since doing this allows you to focus on the users who are already interested in your product or service. You can segment in a number of different ways according to what makes the most sense for your brand.

  3. Display campaigns can also be used for remarketing purposes. This means that you can recapture the interest of users who have visited your website but not converted. Showing them the product or service again could reignite their interest, resulting in a sale.

  4. Finally, display ad formats adapt to any type of device. Taking into account that people connect multiple times throughout the day on different devices, a responsive display ad is key.

If you are going to launch a Google display ad campaign, you must be clear about the message you want to communicate so you can pick the right format to display it. Also keep in mind that each campaign is different, so something that has worked for one may not work for another. However, you can always change the format of your ad depending on how it is performing.

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Pep Canals