18 Overview of Ad Formats

Choose an Ad Format

AdWords accounts give you access to ad formats that go beyond those that appear on Google Search results. Besides text ads, you can create video ads, image ads, WAP mobile ads, app or digital content ads, and more. Each type has its own benefits, whether it’s the ease and affordability of running text ad or the colorful storytelling that comes with video. You can run multiple kinds of ads from the same AdWords account and, in some cases, from the same campaign.

Ad formats available in an AdWords account

Format	Description	Main Benefits
Text	Words only*	Maintain ads quickly and easily. Reach customers
		when they search on Google.
Ad extensions	Extends your ads with	Provide additional details and contact information
	more information, such as	that can make your ads more relevant to
	additional links to your	customers. You can opt to extend your ad for
	website, store address, or	mobile devices differently than how you extend
	phone number.	your ad for tablets and computers.
Image	Static or interactive	Showcase your product or service in a visual way.
	graphics. Animated ads in	Reach customers on websites that partner with
	.gif and Flash format can	Google.
	be used.
WAP mobile	Create text or image ads	Connect with customers on-the-go, targeting your
	for WAP mobile devices.	ads based on their location.
	Note: Wireless Application
	Protocol (WAP) is a
	standard for accessing
	information over a wireless
	netowrk for mobile devices.
Click-to-download	Drive app downloads with	Send your customers straight to an online app
mobile app	click-to-download ads.	store, such as Google Play Market or the Apple
		App Store. Note: Ads will appear only on devices
		compatible with your content.
Video	Audio visual ads that show	Deliver a rich and engaging experience to
	online. Run standalone	customers. Reach customers on websites that
	video ads or insert them in	partner with Google.
	streaming video content.
Product Listing Ads	Text ads that contain	Encourage your customers to learn about the
	product features and	products that you sell before they click to your
	pricing information. Goes	website.
	to a product purchase
	page on your website.

* Text ads might look different on the Display Network.

Campaign types an ad formats

Campaign type	Text	Image	Specialized	WAP	Product	Dynamic	Video
	ad	ad	– search	mobile	listing	search	ad
				ad	ad	ad
Search and Display
Networks –
Standard
Search and Display
Networks – All
features
Search Network
only – Standard
Search Network
only – All features
Search Network
only – Dynamic
search ads
Display Network
only – All features
Display Network
only – Mobile apps
Display Network
only – Remarketing

Note

If you select the “Search and Display Networks – All features” campaign type or any of the “Display Network only” campaign types, you’ll have access to the Display Ad Builder tool. But, the actual ad formats available to you in the Display Ad Builder depends on the specific campaign type you select. Learn more about different campaign types.

Steps to choose an ad format:

1. Select the campaign and ad group in which you want to create your new ad.
2. Click the Ads tab.
3. Click the “+ New ad” dropdown button.
4. Choose the format of the ad you’d like to create and complete the instructions specific to that ad format.
5. Click “Save ad.”

After you’ve saved your ad, you should see your new ad listed in the Ads tab. However, ads may not run until they’re reviewed or approved, which can take seconds or days depending on the format.

Campaign types and ad formats

Campaign type	Text	Image	Specialized	WAP	Product	Dynamic	Video
	ad	ad	– search	mobile	listing	search	ad
				ad	ad	ad
Search and Display	YES	NO	NO	NO	NO	NO	NO
Networks –
Standard
Search and Display	YES	YES	YES	YES	YES	YES	NO
Networks – All
features
Search Network	YES	NO	NO	NO	NO	NO	NO
only – Standard
Search Network	YES	NO	YES	YES	YES	YES	NO
only – All features
Search Network	NO	NO	NO	NO	NO	YES	NO
only – Dynamic
search ads
Display Network	YES	YES	NO	YES	NO	NO	YES
only – All features
Display Network	YES	YES	NO	NO	NO	NO	YES
only – Mobile apps
Display Network	YES	YES	NO	NO	NO	NO	YES
only – Remarketing

Note

If you select “Search and Display Networks – All Features” campaign type or any of the “Display Network only” campaign types, you;ll have access to the Display Ad Builder tool. But the actual ad formats available to you in the Display Ad Builder depend on the specific campaign type you select.

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