Google Ad Types and Examples: Show Up Where Your Customers Are Looking

Google has many ways to show ads, and there are several popular types of Google Ads. Text ads are perhaps the most familiar Google Ads campaign types, but they’re only one of several formats. Learn about them all and see examples of Google Ads and examples of Google Adwords Ads to understand how they show up. Explore a Google Ads example for each format, including a detailed example of a great Google Ad, and even see a display network Google Ads example for further insights.

Table of Contents

• What are the Different Google Ads Types?
• Text Ads
• Responsive Search Ads
• Dynamic Search Ads
• Image/Display Ads
• App Ads
• Video Ads
• Shopping Ads
• Call Ads
• Which Google Ad Type is Right For Your Business?

What are the Different Google Ads Types?

Understanding the types of Google Ads is essential for creating a well-rounded digital marketing strategy. The most popular Google Ads campaign types include Text Ads, Responsive Search Ads, Dynamic Search Ads, Image/Display Ads, App Ads, Video Ads, Shopping Ads, and Call Ads. Each of these Google Ads types serves a specific purpose, catering to unique business goals and target audiences.

Text Ads

These are the most common and straightforward Google AdWords ad types. Text ads appear at the top of search results and rely heavily on compelling headlines and descriptions. To create effective text ads, consider using Google Ads headline examples to craft attention-grabbing copy that resonates with your audience.

In the past, Google text ads had to follow strict limitations and left less room for creativity, though it did have extensions that allowed advertisers to display phone numbers or links to other web pages. Then, Google launched “expanded text ads”. These ads offer a few more features:

• 3 different headlines
• 2 different descriptions

The new features were an improvement upon the classic text ads and have become one of the standard methods of advertising on Google.

While expanded text ads are still the cornerstone of Google ads, they are now being phased out. Google announced that as of June 30th, 2022, it will no longer be possible to create new expanded text ads. It will still be possible to pause, resume, and delete existing expanded text ads and use Google’s reporting tools.

Google has been encouraging its Ads users to transition away from text ads overall in favor of responsive search ads.

For now, you can continue to use expanded search ads, and there is no reason to stop successful ad campaigns. However, Google is firm in the direction it’s taking and expanded text ads will eventually become obsolete.

Text Ad Example

Responsive Search Ads

Responsive Search Ads allow advertisers to provide multiple headlines and descriptions. Google then dynamically tests these combinations to find the most effective pairings. This is a prime example of a great Google Ad, leveraging machine learning for optimization.

There are several new advantages offered by responsive search ads. This Google Ads type offers room for 15 headlines, 5 descriptions, and much greater A/B testing overall. As digital advertising gets more competitive, A/B testing becomes more important, making responsive search ads a great opportunity for testing new waters.

When you A/B test your responsive search ads, Google tests different combinations of headings and descriptions. After some testing, Google will automatically identify the most effective combos. This additional functionality on Google’s part enables you to more efficiently test your ad campaigns and reach your ideal results faster.

The main challenge for you is that you need to be more careful with responsive search ads. All headlines must pair well with descriptions and vice versa. You must somehow deliver a similar message with every combination, and Google will determine which combination is best.

Furthermore, if you are sure that one of the headers or descriptions should be in a certain place, you can pin it. For example, if you always want a certain title in the first spot, then pin this header to the first spot of your responsive search ad.

Responsive Search Ad Example

Dynamic Search Ads

Dynamic Search Ads automatically generate headlines and landing pages based on the content of your website. This is one of the most advanced Google Ads campaign types, ideal for businesses with a large inventory.

If you have a well-developed website, dynamic search ads are worth considering. These ads are meant to offer an easy way for customers to find what you offer on your site.

Dynamic search ads don’t show up quite the same way as text ads. They are a somewhat more hands-off option: when people search for terms similar to those used on your site, they’ll be presented with your ad. Google Ads uses the titles of your landing pages and the phrases used in them to generate a new headline relevant to the user.

There are countless examples of how this can work. For example, if you sell skis in Colorado, imagine someone types “Skis Colorado”. When they search, they see your ad for “Most Reliable Skis in Colorado” and end up on a page on your site where they can shop for skis.

This process makes dynamic ads a faster and more efficient way to connect Google’s users with the right page on your website. Google Ads uses a few things to generate headlines, the most important of which is the HTML of the targeted page.

To be successful with dynamic search ads, you need to choose the right text to appear in your ad. Your ad text should complement the content of the landing page you’re trying to target.

What is Targeting?

Google Ads offers several targeting options that determine which landing pages dynamic search ads will use. Those options include either individual URLs or types of URLs sorted by categories.

You must select which page or sets of pages you want your dynamic search ads to target. One simple option you can start with is “landing pages from your standard ad groups”. That option will target all of the pages that you already run search ads for. This way, you can easily increase traffic for pages already used as landing pages for other ads.

Once you get the hang of dynamic search ads, you can move on to more advanced options to optimize your ad campaigns. For example, while headlines in the ad will be dynamic, the description is still manual.

Image/Display Ads

Image or display ads are perfect for showcasing your brand visually. They appear on websites across Google’s Display Network. A display network Google Ads example might include a banner ad promoting a seasonal sale or a visually engaging example Google Display Ads designed to capture attention on blogs and apps.

These ads run on the Google Display Network. The network includes all websites that partner with Google. The partnership is used by partner sites to receive money for providing ad space on their sites. The Google Display Network, of course, makes money through advertisers like you paying for that space.

Display Ads are one of the best ways to take advantage of the publicity provided by Google’s network of over 2 million websites and apps. They can be a fruitful advertising opportunity for you, but they require a lot of effort as well.

Display ads can be static, moving, or interactive graphics. You need to produce those graphics and must do so within the parameters of Google’s display ad specifications. Once you have the display ads ready, there are only a few simple steps left.

Google chooses which sites your Display Ads will show up on. The selection of sites is based on the browsing behavior of your target audiences. If your target audience visits a certain list of sites often, your display ads will be featured there.

Unlike the above Google Ads types, Display Ads are not geared towards direct response landing pages or direct response sales funnels of any kind. Google Display Ads are more useful as brand awareness tools, as the people viewing them have already completed a Google search and are already on the site they were looking for, so they’re less likely to interrupt their search, which contrasts with RSAs and DSAs that are similar to actual search results.

Display Ad Examples

See more examples of Display Ads.

App Ads

These ads are tailored for promoting mobile applications, encouraging downloads, or driving in-app engagement.

These kinds of Google Ads should be considered if you are trying to promote an application.

App Ads (also called App Promotion Ads) are displayed to mobile users. They are normally seen in the Google Display Network on Google Play, Google Search, Discover, and YouTube. Because these are ads for mobile apps, they will mainly be displayed on mobile phones and tablets. Their design should be tailored to the “mobile-first” approach.

To cover all placements in app campaigns, add all types of creatives. There are options to add text (headers and descriptions), images, html5 animations, and videos. Each type is responsible for a different Google network.

App Ad Example

Video Ads

Video Ads, often displayed on YouTube, are one of the most interactive examples of Google Ads. A well-produced Google Ads example for video might include a short, engaging story or product demonstration.

Google video ads are displayed across the Google Display Network on a few partner sites. Most are displayed on platforms like YouTube.

Video ads, overall, are a good bet for most businesses. They have a higher ROI than other kinds of ads and offer far more engaging experiences. The only downside is their cost.

Of all the ad types, video ads are the most expensive to produce. Every kind of ad will cost you money, but producing video ads takes a lot more of it (plus added time, talent, and effort) when compared with the other ad types. That being said, if you have the budget and resources to invest in video ads, they are very much worth considering.

Video Ad Example

One great Google Video Ad example is this one that yellowHEAD creative studio created for Ilyon.

Shopping Ads

Shopping Ads showcase product images, prices, and reviews. They are a great fit for e-commerce businesses looking to highlight their inventory. Explore Google inventory ads examples to see how effective Shopping Ads can be for driving sales.

The overall trend in retail is a shift to online shopping. Shopping ads are effective because of their interactivity and their wide reach. They can be effective for businesses selling a wide range of products. That’s because they show up for people searching for your products. Those potential customers then see images of your products, with:

• The heading for the product
• Your price
• Your brand name
• Reviews, a “free shipping” offer, or other promotional content at the bottom of each slide

Shopping Ads are popular in search, all over the Google Display Network, and on platforms like Facebook. However, Google Ads’ Shopping Ads are displayed at the top of the search results, shown to users searching for generic shopping phrases like “folding chairs” or “used cars”.

Shopping Ads show up far less often than other search ads, but this can work in the advertiser’s favor since they are only directed at users who are extremely likely to be looking for a product to purchase. Therefore, they are worth considering if you are a retailer of any kind.

Shopping Ad Example

Call Ads

Call Ads are designed to encourage direct contact from potential customers, making them an excellent choice for service-based businesses. They are another example of a great Google Ad focused on immediacy.

This unique Google Ad type includes a prompt to call a phone number. They are only displayed on mobile devices and operate as normal search ads for the mobile audience.

Call ads are a good option for any business that relies on phone sales. They are intuitive and customizable for different business needs. Because they are meant for businesses ready to receive sales calls, they can be set to be displayed only during specific hours when staff is available to take calls.

Call Ad Example

To make the most of these Google Ad types, study examples of Google AdWords ads and experiment with various formats to find the best fit for your goals. Whether you’re looking at Google Ads example campaigns or reviewing Google Ads headline examples, you can draw inspiration to create high-performing ads tailored to your audience.

Which Google Ad Type is Right For Your Business?

Understanding the different Google Ads types is critical for selecting the best fit for your business goals. Each of the various Google Ads campaign types has a specific purpose, with some being more versatile than others.

Versatile Ads: Responsive and Dynamic Search Ads

Responsive and dynamic search ads are among the most straightforward and adaptable Google AdWords ad types. These ads are ideal for businesses of all sizes, as they allow you to appear on search results pages with minimal setup. If your business has a website and at least one optimized landing page, you’re ready to launch these types of ads.

Responsive search ads, in particular, rely on providing multiple headlines and descriptions. Google then dynamically tests combinations to create the most effective ad for each search query. They represent a great Google Ads example of how automation can boost performance. Similarly, dynamic search ads pull content from your site to generate highly relevant ad headlines and destinations, making them one of the most versatile types of Google Ads for businesses with a wide inventory.

Display and Video Ads for Maximum Impact

If your budget allows, example Google display ads and video ads can provide exceptional returns on investment. Display ads offer a visual way to engage potential customers and often appear on websites across the Google Display Network. For instance, a display network Google Ads example might include a visually captivating banner ad for a seasonal promotion.

Video ads, typically displayed on YouTube, are among the most engaging examples of Google Ads. Investing in quality video production can significantly enhance impressions and ROI. A well-executed example of a great Google ad in video format might include a product demonstration or a customer success story, further driving user interest and conversions.

Specialized Ad Types for Targeted Goals

Certain Google Ads types cater to more specific business needs. For instance:

• Call Ads: Best for businesses seeking direct customer engagement through phone calls.
• Shopping Ads: Ideal for e-commerce businesses showcasing products with images, prices, and reviews. Check out Google inventory ads examples to see how Shopping Ads can transform your sales.
• App Ads: Tailored for promoting app downloads and in-app engagement.

Each of these Google Ads campaign types serves a distinct purpose, making them suitable for targeted goals like generating leads, increasing sales, or driving app installs.

Combining Ad Types for Advanced Strategies

Many successful campaigns incorporate multiple Google Ads types to cover different stages of the customer journey. For example, combining responsive search ads for awareness, example Google display ads for retargeting, and Shopping Ads for conversions can yield impressive results.

The key is to assess your unique business needs and allocate resources effectively. By understanding the full range of examples of Google AdWords ads, you can craft a cohesive strategy that delivers results. Being familiar with these options and their potential impact will help you make informed decisions and maximize your ad spend.

Ready to elevate your Google Ads strategy? Contact yellowHEAD today and let our UA experts help you craft a winning campaign tailored to your business goals.