Ad Formats Flashcards
Text ads are sometimes known as
“sponsored links” because the title links to the advertised website.
Here are a few things that great text ads do: highlight what makes your business or product unique;
include prices, promotions, or exclusive offers; have a clear call to action; and use at least one of your keywords in your ad text.
Using ads from the shared library
For enhanced campaigns, if you use the same ad or ads in different ad groups, you can save time by using
by using shared ads
Using ads from the shared library
Simply create a central list with one text ad or multiple ads and add it to the
ad groups that need it.
How to Create a shared ad
Select the Campaigns tab.
Click the Shared library link in the left navigation bar.
Click Ads.
Click + List.
Name your ad list and enter a headline, short description, display URL, and destination URL. As you type, your ad will appear instantly in the Ad preview. Note that your ad will be eligible to appear on all devices: desktop and laptop computers, tablets, and mobile phones.
To add your list to one or more ad groups, click the Edit link in the “Add to ad groups” section and select the campaigns and ad groups you’d like to add your list to.
Click Save.
How to Use a shared ad with an ad group
Click the Campaigns tab.
Click the Ads tab.
Click the + Ad drop-down menu and select “Use ads from library.”
Select the ad group you’d like to add your shared ads to. Then, select the shared ad lists you’d like to use for the ad group.
Click Save ad.
Keep in mind
If you have a list with multiple ads that’s shared across multiple ad groups, changes that you make to the ads will apply to
to all ad groups sharing the list.
For example, let’s say you’ve created an ad list with two ads and the list is shared with two ad groups. You then notice that one of your ads is performing well for one ad group but not the other.
Display URL
Use only one website per ad group
We allow only one display URL domain to be used for all ads within a particular
within a particular ad group.
Display URL
Use only one website per ad group
If you want to advertise a different site, we suggest that you create a new
a new campaign or a new ad group.
Display URL
IP addresses cannot be used as display
as display URLs.
How do I resubmit my ad for review?
Once you’ve made the necessary changes to your ad or site, you can resubmit it to us by following these steps:
Visit your account’s Ads tab.
In the Status column, hover over the white speech bubble Ad disapproval bubble next to the word “Disapproved.”
Click “Resubmit my campaign for review.” (If you don’t see this link, follow these instructions to resubmit the ad.)
Follow the instructions to resubmit the disapproved ads in that campaign.
Destination URL
Link to a functional site
Your ad's destination URL can't lead to a website that is under construction or that links to an error page that displays a status code beginning with a
with a 4 or a 5 (such as a 405 error).
Destination URL
Link to a functional site.
Your landing page must work properly for
for all locations, regardless of where you’re targeting your ad.
Destination URL
Link to a functional site
Your website should load quickly on most popular browsers and devices. We recommend avoiding content or features on your site that
that delay a page’s load time and that may make a user think that your site isn’t working.
Destination URL
Link to a functional site
Your ad’s destination URL can’t lead to an
an email address or a file instead of a webpage. Such files include image, audio, video, or document files that require an additional application to open or run (such as PDF files).
Destination URL
Link to a functional site
If you’re using dynamic tracking URLs, they must lead to a
a valid URL and meet all of the requirements listed here for destination URLs.
Video ad formats in the Ad gallery
In AdWords, the Ad gallery is a free ad-creation tool that offers various ad templates in different categories, including video. You’ll need to use this tool to build video ads that use
use cost-per-click (CPC) , cost-per-thousand impressions (CPM), or cost-per-view (CPV) bidding.
Understanding the differences between similar Ad gallery video formats
A Click-to-Play video ad is a video that is an
ad. It’s served within a webpage with existing video content. If you run a Click-to-Play video ad, your ad is the content of the video.
An InVideo ad is an image
image overlay or in-stream video ad served within the body of a video’s content. If you run an InVideo ad, your ad is inserted in or around the video content of another publisher. Your ad could appear before the video, beneath it, during, or after it.
In-stream video ads on YouTube vs in-stream video ads on other Google Display Network sites
Traditional in-stream video ads can be
be 30 seconds or less.
Spots that are 16-30 seconds are eligible to run only on longer video content with a duration of
10 minutes or more.
Spots that are 15 seconds or less may run on
longer video content as well as on shorter clips.
TrueView in-stream video ads may be
be any duration.
With True-view in-stream video Viewers have the option to
skip the video after the five-second mark, and you are only charged when a viewer watches the entire video or through the 30 second mark, whichever comes first.
On the Google Display Network, our partners observe the same guidelines as
as YouTube. However, some partners do accept longer videos.
The Click-to-Play video template
When a video ad is shown, it’ll appear as a static opening image. Once a viewer clicks the play button or the opening image, the video will begin playing
playing within the ad space. The video will cover the entire area of the ad space, replacing the opening image completely. You don’t need to supply a different video file for each of the ad sizes – we automatically resize the video to work with your opening image.
The following reporting is available for Click-to-Play ads:
Click-to-Play: The ad is clicked to initiate either a video ad within the video stream, or a Flash interaction.
Clickthrough: When the viewer clicks the clickthrough link beneath the viewer-initiated click-to-play (CTP) video, or the viewer clicks the animated overlay ad and initiates the ad’s landing page in a new browser window.
Video quartile reporting: Which percentage quarter of the viewer-initiated CTP video the viewer watches (25%, 50%, 75%, and 100%).
The InVideo static image (overlay) template
These ads appear within streaming
streaming premium partner and user video content on YouTube, or across the Google Display Network.
There are two versions of the overlay: a
a static image, and an interactive Flash overlay. The static image format is available using an Ad gallery Video category. The Flash overlay format is available for a limited number of advertisers.
The InVideo static image (overlay) template - How it works
Ads appear within an online video stream based on when the video publisher chooses to begin displaying the ad. The ad appears within the bottom
within the bottom 20% of the video stream’s play space. Only one ad will appear in this space during each video stream.
The InVideo static image (overlay) template - How it works
Ads are collapsible, so a viewer can hide or show the ad while they watch the video. The ad will also
The ad will also automatically minimize after several seconds.
The InVideo static image (overlay) template - How it works
Depending on the ad format, a viewer can click the overlay to initiate one of the following: a video ad within the video player, an interactive
an interactive Flash ad within the video player (limited availability), or a new browser window featuring the ad’s landing page. These ads will be labeled with the notation >Ads by Google.
In-stream video ad templates
These formats allow you to place video ads within video content being streamed online. Your ad can appear within popular content on
YouTube – in full-length TV shows and movies and in front of clips from content partners – and on video sites on the Google Display Network, such as TMZ.com, About.com, and 5min.com (in the US).
In-stream video ad templates - How it Works
There are two templates for in-stream video ads within the Ad gallery:
In-stream video ad: Place a Skippable in-stream video ad: Place an in-stream video ad that includes the
In-stream video ad: Place a 15 or 30-second video ad within video publisher content.
Skippable in-stream video ad: Place an in-stream video ad that includes the option for customers to skip the ad within video publisher content. (This template has limited availability.)
In-stream video ad templates
The ad will play for a maximum duration of
of 60 seconds, although publishers can limit the ad content shown to 15 seconds or less. Web users won’t be able to skip the in-stream video ad content.
The benefits of combining in-stream video campaigns with your TV ad campaigns
If you’ve already got a television campaign – we’re not suggesting you stop advertising online! In-stream video is a great complement to
to television.
What are a few benefits you may experience if you combine your television ad campaigns with in-stream video ads:
Measurement: Know the effectiveness of your ad through conversion metrics and viewer behavior.
Flexibility: A 2010 Nielsen IAG study found that re-purposed television ads perform well online, oftentimes beating web original video ads. (US only)
Brand Impact: A recent Nielsen study found that online video advertising outperforms television advertising for brand recall, message recall, and likability. Nielsen found that general online video ad recall is 65%, which is roughly 40% higher than TV ads. (US only)
Viewer Engagement: A 2009 Online Video Engagement Consortium study found that online TV show viewers are 28% more likely to pay attention than live TV show viewers. (US only)
Video ad formats in the Ad gallery - How you are charged
You can bid on either a CPM or CPC basis:
CPC: You won't be charged for each play of your video, but rather for customer CPM: Charges are counted as soon as the ad plays. The CPM minimum for partner video sites is set individually by each
CPC: You won’t be charged for each play of your video, but rather for customer clicks that load the Destination URL while your video ad is playing.
CPM: Charges are counted as soon as the ad plays. The CPM minimum for partner video sites is set individually by each publisher and therefore varies. This minimum is also specific to the US, and may vary per market.
The expandable video ad template
Expandable video ads appear on sites across the Google Display Network. When a customer clicks on an expandable ad, it expands to
o twice its width or height, depending on the format. Expandable formats encourage more interaction from interested customers by increasing your ad’s presence on the page.
The expandable video ad template
Expansions will be listed in reports as
reports as “interactions,” so you can track how people are interacting with your ads.
Using dynamic tracking URLs
With dynamic tracking URLs, you can set up
set up third-party tracking for your Dynamic Search Ad, Shopping, and regular Product Listing Ads campaigns.
Dynamic tracking URLs use
use ValueTrack parameters, a URL-tagging feature that works with tracking software outside of AdWords (including Google Analytics).
