Hidden Secrets About Google Adwords Ad Formats

Hidden Secrets About Google Adwords Ad Formats

By now it is quite likely that you know exactly what Google AdWords is and what it consists of , the platform of the Mountain View giant that has managed to bring advertisers and websites of all sizes and levels of experience the possibility of accessing the benefits of digital advertising.

However, and partly because of the simplicity of the basic Google AdWords ad formats, many users are unaware of the potential of the many other types of ads that are at their fingertips (or the team specializing in SEM (Marketing in Search Engines)). We looked at seven of those Google AdWords ad formats that you may not be familiar with yet.

1. Product Listing Ads (PLAs) From Google Shopping Campaigns

Of the most recent Google AdWords formats , Google Shopping Product Listing Ads (PLAs) are the most widespread, and the ones that have caused the greatest impact on eCommerce advertising results of all the world. Trying to get even better use of its potential, from August Google will make the use of Shopping Campaigns mandatory , a new format for managing PLAs that tries to simplify and enrich the user experience.

These “PLAs” ads show the products of an eCommerce in an attractive way , including elements such as the image, the price and the name of the seller, without the need for keywords or having a descriptive text in the ad. In addition, Product Listing Ads allow sellers to promote their products on Google Shopping , the section of the search engine where offers from numerous online stores around the world are integrated. It’s good performance has meant that in a matter of months it has become one of the most demanded and most competitive formats .

2. Dynamic Banners

The Banners Dynamic of Google AdWords are simple traditional banners that are mounted on a skeleton with dynamic sections, which allow you to adapt and customize depending on the products available in your eCommerce. That is: you set up a display ad and “reserve” a slot for product content that is “automatically” generated. This functionality is also compatible with another Google product, Remarketing , which multiplies its potential exponentially.

3. Dynamic Search Ads

For their part, Dynamic Search Ads (DSAs), launched just two years ago, are based on a philosophy similar to that of dynamic banners, but with a somewhat different mechanism. In this case, Google AdWords creates new Dynamic Search Ads for each user. To do this, it compares the words searched by the user with the real content of the eCommerce, and creates a completely new ad that offers products from the store’s catalog that respond to that interest.

Due to their characteristics and their complementarity with the campaigns that appear in the search engine, Dynamic Search Ads are formats that are especially suitable for large eCommerce that handle extensive product catalogs .

4. Google AdWords Remarketing

The Remarketing of Google Adwords is another dynamic format that allows re-impact the users based on their browsing history in eCommerce. Thus, thanks to the use of cookies, Adwords can create ads based on the products that users has seen (or the shopping carts that they have left abandoned), also allowing them to segment and pay differently depending on, for example, how close to close the purchase that the potential customer has stayed.

Taking into account that the vast majority of customers of an online store need to make more than one visit and resolve many doubts and uncertainties of all kinds before buying, remarketing becomes a more than advisable option to increase the sales of an eCommerce.

5. Youtube Trueview

Videos on YouTube are a very attractive advertising format, given their high impact on viewers and the advantageous paid format. Through the Cost per View (CPV, Cost per Viewing), in the Trueview (Real Viewing) format, advertisers only end up paying if the viewer sees the entire spot or, at least, its first thirty seconds. In addition, the cost per viewing of YouTube Trueview ads is really low , light years away from the very expensive advertising costs of broadcasting the same ad on television. Finally, its broad possibilities segmentation (age, gender, interests .) and measurement help maximize t Hodaviah over the ROI of this format.

6. Search Companion Ads

The Search Companion Ads are, as their name suggests, complementary Ads Search. It is a graphic or text advertising format on the Google Display Network that can be activated after a user’s visit to a website that belongs to the Google advertising network through an organic traffic result.

That is: a user searches for a keyword selected by the customer to appear, and then clicks on one of the organic results. If the destination website has ads from the Google network, our ad would enter the auction to be shown. The bid is not to appear on a type of website, but rather to appear on the websites that users reach after doing a certain type of search.

7. GMail Ads

The GMail Ads allow the inclusion of small formats advertising (teasers) within the inbox of the email user, depending on the different possible targeting criteria. If the user clicks on the teaser, it gives way to an HTML format with an appearance similar to that of any advertising email. The creative possibilities of this format are very wide, since it allows you to work with video, text, images or forms , among others. On the other hand, and as in all Adwords products, the range of segmentation and measurement possibilities It covers almost every conceivable option, such as targeting by keywords, domains, interests, gender, job, age, or buyers in a certain industry.

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