Google is the most popular web search engine worldwide, across all platforms. It has a market share of 88.24% handling over 3.5 billion searches each day. Marketers have successfully displayed advertisements to people looking for infotainment in this platform. Google offers different types of ads to businesses looking for ways to attract the attention of audiences towards their brand.
Types of Google Ads
Search Ads: Search network ads are displayed as a text ad beside a related Google search. For instance, when someone is looking for landscaping service nearby and they search for lawn care. An ad will show up on Google landscaping service for the search on the search network. Search ads are the most popular among brands using Google ads.
Elements of Search ads:
Title – 30 characters
Description – Two descriptions are available to advertisers, each of up to 90 characters.
Display URL – The display URL typically shows the website address of a company.
Destination URL – It shows the actual landing page where viewers will be taken if they click on a link.
Site Links – These are the additional links given to specific words in advertisements.
Display ads: Display ads are visible on Gmail and other websites within the display network with the objective of amassing high volume of traffic for the brand. These ads show up as text or banner ads. Using display ads is a common strategy of businesses, to convert site visitors. Such ads are usually seen on a website.
Common Size of Banners:
| Size | Type |
| 250 x 250 | Square |
| 200 x 200 | Small Square |
| 468 x 60 | Banner |
| 728 x 90 | Leaderboard |
| 300 x 250 | Inline Rectangle |
| 336 x 280 | Large Rectangle |
| 120 x 600 | Skyscraper |
| 160 x 600 | Wide Skyscraper |
| 300 x 600 | Half-Page Ad |
| 970 x 90 | Large Leaderboard |
| 320 x 50 | Mobile Leaderboard (available only on high-end mobiles) |
Video Ads: Video-based ads are visible on YouTube and other channels, which are partners of Google. Videos are a powerful means of advertising as audiences are likely to remember product/services promoted by brands.
These ads are embedded before, after or in between a YouTube video.
Types of YouTube Ads
- TrueView
These ads appear on YouTube and can also be shown on the Google Display Network. In Standard TrueView Ads, brands are charged only when viewers watch at least 30 seconds of the video ad, or if viewers watch the whole video if it is less than 30 seconds. However, if a viewer clicks on a link in the ad then the advertiser is charged.
TrueView Ads can be In-Stream Ads or Discovery Ads.
TrueView In-Stream Ads are embedded before, during, or after a YouTube video. They are skippable after five seconds, but brands are not charged if viewers opt for “skip” the ad. These video ads can also include call-to-actions.
Businesses typically opt for TrueView In-Stream Ads when considering YouTube Ads.
TrueView Discovery/In-Display Ads appear as related videos on the search result pages of YouTube. It shows up on the right-hand sidebar.
Advertisers are charged every time a Discovery Ad is clicked on, irrespective of the time the viewer watches the video. These Ads are great for product demonstration or how-to videos.
- Pre-Roll Ads
Pre-Roll Ads can’t be skipped. These YouTube ads are embedded before, in the middle, or after a video. Duration of these ad videos is up to 20 seconds long, but they are mostly about 15 seconds. A Pre-Roll Ad can play in the middle of a YouTube video only if it is of 10 minutes or longer duration. It typically has a call-to-action, making it easier for audience to learn more about the ad.
Advertisers are charged per ad view.
- Bumper Ads
Bumper Ads are also non-skippable and cost every time they are played. These ads are very short (only six seconds long) and are shown directly before YouTube videos. Bumper Ads are best suited for building brand awareness. Advertisers typically try to use it on remarketing audiences and a sequence of videos are created for the users to watch.
Marketers use a single format or a clever combination of the above ad formats on a case by case basis.
App Ads: Brands use App ads to promote increased download of their applications.
App ads are used by businesses to advertise their applications across entire Google network – Google Search, Google Display, YouTube, and Google Play – and other publishers who host app ads. App Ads features installations as well as in-app conversion actions.
Advertisers submit a few lines of text, videos and images, and html assets to optimize viewership among users. Google tests different combination of asset and serves ads which perform the best more often, without any effort from the advertisers.
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