Google Ads Ad Formats & Extensions: A Complete Guide

22 May 2023 | Performance Marketing

About the author

Hooshang Bakht

Brego Business was started with a mission to make entrepreneurship easy. Our goal is to help business owners grow and scale without having to deal with the day-to-day stress of running a business. We specialize in providing services that help business owners grow their businesses, including search engine marketing (SEM), social media marketing (SMM), LinkedIn marketing, video production, accounts receivable (AR), accounts payable (AP), internal audit, VCFO, and recruitment. We have helped more than 500 brands grow their businesses. We work closely with the clients to understand their unique needs and develop customized strategies that deliver measurable results.

Ad Formats:

Search Ads: Search ads are one of the most commonly used ad formats on Google Ads, and for good reason. These ads appear at the top or bottom of search engine results pages (SERPs) and are triggered by specific keywords that are relevant to the products or services you offer.Search ads can take a variety of forms, including text-based ads, responsive search ads, and dynamic search ads. Text-based ads are the most traditional form of search ad, consisting of a headline, description, and URL. Responsive search ads allow you to input multiple headlines and descriptions, and Google will test different combinations to determine which performs best. Dynamic search ads allow you to automatically generate ad copy based on the content of your website.

Display Ads: Display ads offer businesses a way to reach a wide audience with engaging and relevant content. They can be targeted based on a variety of factors such as demographics, interests, and behavior, allowing businesses to reach their ideal audience with precision.

The visual appeal of display ads can also make them more effective at attracting potential customers than traditional text ads. According to Google, display ads can increase brand awareness by up to 80% and drive a 45% increase in website visits.To ensure the success of display ad campaigns, it is important to create engaging ad copy and visuals that align with your business goals and target audience. You should also continuously monitor and optimize your campaigns to ensure they are achieving the best possible results.

Overall, display ads offer businesses a powerful way to reach a wide audience with engaging and relevant content. By utilizing the visual appeal of display ads and targeting the right audience, businesses can increase brand awareness, drive website visits, and ultimately drive conversions.

Video Ads: Video ads are a highly effective way to showcase your brand and products or services to potential customers. They can appear on YouTube or across the Google Display Network and can be skippable or non-skippable.

Shopping Ads: Shopping ads are a highly effective form of online advertising designed for e-commerce businesses. These ads showcase specific products and their prices, making them an ideal format for businesses looking to promote their products and drive sales.

Shopping ads can appear at the top of search engine results pages (SERPs), making them highly visible to potential customers who are actively searching for products like yours. These ads include product images, descriptions, and prices, allowing potential customers to quickly and easily compare your products with others and make informed purchasing decisions.

One of the key advantages of shopping ads is that they are highly targeted. Google uses information from your product feed and website to determine which products to show to which customers, ensuring that your ads are only shown to potential customers who are likely to be interested in your products.To ensure the success of your shopping ad campaigns, it is important to have high-quality product images and descriptions that accurately represent your products. You should also continuously monitor and optimize your campaigns to ensure that you are achieving the best possible results.

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Overall, shopping ads are a highly effective form of online advertising for e-commerce businesses. By showcasing specific products and their prices, these ads can drive sales and increase revenue for your business.

Extensions:

Sitelink Extensions: Sitelink extensions allow you to include additional links to specific pages on your website within your search ads. They can be used to highlight specific products or services and can help potential customers navigate your website more easily.

Call Extensions: Call extensions allow users to click a button to call your business directly from your ad. This is especially useful for businesses that rely on phone calls to drive leads and conversions.

Location Extensions: Location extensions are a valuable tool for businesses with physical locations looking to drive traffic to their stores. By including location extensions in their search ads, businesses can display their business address, phone number, and a map marker directly within the ad.Location extensions are especially useful for businesses that rely on foot traffic to drive sales, such as retail stores, restaurants, and service businesses. By including a map marker in their ad, businesses can make it easier for potential customers to find their location and visit their store.In addition to displaying your business address and phone number, location extensions can also include additional information such as business hours and directions to your location. This can help potential customers plan their visit and increase the likelihood that they will choose to visit your store.

App Extensions: App extensions are a powerful tool for businesses looking to promote their mobile app within Google search ads. By including app extensions in their ads, businesses can drive app installs and increase engagement with their app.App extensions allow users to download or open a mobile app directly from the ad. This can be especially useful for businesses that rely on their app to drive conversions, such as e-commerce businesses with mobile shopping apps.

In addition to driving app installs, app extensions can also increase engagement with your app. By promoting your app within your search ads, you are reaching potential customers who are already actively searching for products or services related to your business. This can increase the likelihood that they will engage with your app and ultimately become loyal customers.

To ensure the success of your app extension campaigns, it is important to target the right audience and use engaging ad copy and visuals that highlight the benefits and features of your app. You should also continuously monitor and optimize your campaigns to ensure they are achieving the best possible results.Overall, app extensions offer businesses a powerful way to promote their mobile app and drive app installs and engagement. By utilizing app extensions in their search ads, businesses can reach potential customers who are already actively searching for products or services related to their business and increase the likelihood of driving conversions and building loyalty.

Review Extensions:Review extensions are a valuable tool for businesses looking to build trust and credibility with potential customers. By showcasing positive reviews and ratings within your search ads, you can demonstrate to potential customers that your business is reputable and provides quality products or services.Positive reviews and ratings can be a powerful motivator for potential customers to engage with your business. According to a survey conducted by BrightLocal, 91% of consumers read online reviews before making a purchase decision, and 84% of consumers trust online reviews as much as personal recommendations.

By including review extensions in your search ads, you can highlight positive reviews from trusted sources such as Google My Business, third-party review sites, and industry-specific publications. This can increase the likelihood that potential customers will engage with your business and ultimately drive conversions.

Conclusion

In conclusion, understanding the various Google Ads ad formats and extensions available is crucial for any business looking to improve the performance and effectiveness of their advertising campaigns. With a wide range of options available, businesses can tailor their ad formats and extensions to their specific advertising goals and target audience.

Google Ads ad formats, including search ads, display ads, video ads, and shopping ads, offer businesses a variety of ways to reach potential customers through engaging and relevant content. By utilizing the right ad format for their business and advertising goals, businesses can increase visibility and engagement with potential customers.

Extensions such as sitelink extensions, call extensions, location extensions, app extensions, and review extensions provide businesses with additional ways to drive conversions and improve the user experience. By including these extensions in their ads, businesses can help potential customers navigate their website more easily, drive phone calls, showcase physical locations, promote mobile apps, and build trust and credibility through positive reviews and ratings.

Overall, Google Ads ad formats and extensions offer businesses a comprehensive suite of tools to reach potential customers and drive conversions. It is important to continuously monitor and optimize campaigns to achieve the best possible results. By using the right ad formats and extensions, businesses can increase visibility, engagement, and ultimately drive more sales.

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Frequently Asked Questions

Q: What are some common ad formats available in Google Ads?

A: Some common ad formats include search ads, display ads, video ads, shopping ads, and app ads.

Q: How should I choose the right ad format for my campaign?

A: You should consider your campaign goals, target audience, and the type of content you want to promote when choosing an ad format.

Q: What are ad extensions, and how can they benefit my campaigns?

A: Ad extensions are additional pieces of information that can be added to your ads, such as phone numbers, callouts, and sitelinks. They can benefit your campaigns by providing more context and making your ads more clickable.

Q: What are some best practices for using ad extensions?

A: Best practices include using relevant extensions, testing different combinations, and monitoring performance to optimize your extensions.

Q: How can I make my search ads more effective?

A: You can make your search ads more effective by using relevant keywords, creating compelling ad copy, and using ad extensions to provide more information.

Q: How can I create effective display ads?

A: You can create effective display ads by using eye-catching visuals, clear messaging, and a strong call to action.

Q: What are some tips for creating effective video ads?

A: Tips include keeping your videos short and engaging, using subtitles, and highlighting the benefits of your product or service.

Q: What are shopping ads, and how can I use them to promote my products?

A: Shopping ads are ads that appear on Google when someone searches for a product. You can use them to promote your products by creating a Google Merchant Center account and uploading your product information.

Q: How can I track the performance of my ads and extensions?

A: You can track performance by using Google Analytics, setting up conversion tracking, and monitoring metrics like click-through rate and conversion rate.

Q: What should I do if my ad campaigns are not performing well?

A: You should review your campaign settings, ad copy, and targeting to see if there are any areas that can be improved. You can also consider testing different ad formats and extensions to see if they perform better.

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Google Ads offers a variety of ad formats and extensions that can help you create more engaging and effective ads for your campaigns. In this guide, we'll cover the different ad formats and extensions available in Google Ads and how you can use them to improve your campaign performance.

Google Ads Ad Formats & Extensions: A Complete Guide

Text Ads

Text ads are the most common ad format in Google Ads. They consist of a headline, description, and a display URL that directs users to your website. Text ads are simple, easy to create, and can be displayed on search results pages, Google Maps, and other Google properties.

Image Ads

Image ads allow you to use visual elements like images and graphics to make your ads more eye-catching and engaging. You can create image ads using Google's display ad builder, or you can upload your own custom images. Image ads can be displayed on the Google Display Network, which includes millions of websites and apps.

Video Ads

Video ads are a powerful way to tell your brand's story and engage with your audience. You can create video ads using your own videos or by using YouTube's ad creation tools. Video ads can be displayed on YouTube and the Google Display Network.

Responsive Ads

Responsive ads are a dynamic ad format that automatically adjusts its size, format, and appearance to fit the ad space available. They can include images, headlines, descriptions, and even call-to-action buttons. Responsive ads can be displayed on the Google Display Network, and they're a great option for reaching a wide audience with minimal effort.

Call-Only Ads

Call-only ads are designed to encourage users to call your business directly from the ad. They display your phone number prominently, and when a user clicks on the ad, it immediately prompts them to call your business. Call-only ads are ideal for businesses that rely on phone calls for leads and conversions.

Google Ads Extensions

In addition to ad formats, Google Ads also offers several extensions that can help you provide more information and encourage more engagement with your ads. Here are a few of the most popular extensions:

Sitelink Extensions

Sitelink extensions allow you to include additional links to specific pages on your website within your ad. This can help users find exactly what they're looking for and improve their overall experience with your brand.

Callout Extensions

Callout extensions allow you to add extra text to your ad, highlighting specific features or benefits of your product or service. This can help make your ad more compelling and encourage users to click through to your website.

Location Extensions

Location extensions allow you to display your business's address and phone number within your ad, making it easier for users to find and contact you.

Brego Business Digital Marketing is a full-service digital marketing agency that specializes in Google Ads ad formats and extensions. Their team of experts uses a data-driven approach to identify the most effective ad formats and extensions for their clients' campaigns and optimize them for maximum ROI.

Their ad format and extension process involves analyzing performance metrics, identifying areas for improvement, and refining their clients' ads over time to ensure ongoing campaign success. They also offer customized ad formats and extensions that align with their clients' business goals and target the most relevant audience.

Brego Business Digital Marketing understands that effective ad formats and extensions are essential to the success of a Google Ads campaign. That's why they work closely with their clients to develop customized ad formats and extensions that maximize ROI and drive more conversions.If you're looking to improve your Google Ads campaign with effective ad formats and extensions, Brego Business Digital Marketing is the partner you need. Contact them today to learn more about their Google Ads ad formats and extensions services.