Top 4 Google Ads Types to Watch Before Placing Them

White people recognize Google Ads, in addition to knowingDisplay position of the advertisementBeyond that, it's also important to understand the composition of the different ad types and how they are displayed.

It is beneficial to have a different approach to the placement process for different products to be played.

Stated in advance, no matter what kind of product, play with real data feedback to do with the verification and processing, for example, some products intuitively, it seems that does not meet the characteristics of the search advertising, but in the search ads have a strange effect, for example, you can vote on the blog page, and so on.

1, Search Ads (Search Ads)

1) Standard Search Ad (Standard Search Ad)

Standard Search Ad is one of the most basic forms of advertising in Google Ads.

When a user enters a relevant keyword into the Google search box, standard search ads are displayed on the search results page to attract users' clicks and lead them to the advertiser's website.

Standard SearchAdvertising components

• Ad Tags:sponsors(means this is an advertisement, separate from the SEO section)
• Domain information:The advertiser's website address, which is used to show the source of the ad and add credibility to the ad.
• advertising headline: Up to 30 characters of text to attract the user's attention and describe the main content of the ad.
• Ad Text:Up to 90 characters of text can be included to further explain the features and benefits of the ad and encourage users to click.
• Offer Information:Two or three words are used as hyperlinks to display current offers to increase click-through rates.

Standard Search Ads Display Position

• Usually at the top, bottom or right side of the Google search results page, etc.

How Standard Search Ads Work

1. Advertisers create campaigns in the Google Ads platform and select relevant keywords, such as "hotel reservations".
2. When a user enters a relevant keyword in the Google search box, the advertising system will automatically match ad campaigns related to the keyword and decide whether to display the ad based on factors such as bidding price and ad quality.
3. If the advertisement is displayed successfully, the user will see the relevant advertisement on the search results page, which includes information such as the advertisement title, advertisement text and display URL.
4. If the user is interested in the advertisement, he or she can jump to the advertiser's website by clicking on the advertisement, thus realizing the conversion of the advertisement effect.

Advantages and disadvantages of standard search advertising

dominance

1. High conversion rates:The ad content of standard search ads is displayed based on the user's search terms, so the ads are highly matched to the user's search intent, and the click and conversion rates are high.
2. precise positioningGoogle's search engine has a huge amount of user search data, which can help advertisers accurately locate their target audience and place ads to the users who are most likely to be interested.
3. Highly controllable:Advertisers can set parameters such as ad placement position, placement time, keyword matching method, bidding price, etc., so as to make detailed adjustments and optimization of ads.
4. The flow is high:With billions of searches per day on the Google search engine, advertising can get a lot of traffic.

inferior

• Competition is fierce:Because advertisers can bid on rankings based on keywords, competition is fierce, and some popular keywords cost more to advertise, which may not be cost-effective for small businesses or advertisers with limited budgets.
• Hits are down:Due to the limited availability of ad space, Google's search engine displays ads lower down on the search results page, which may result in a lower click-through rate for the ads.
• The costs are greater:Since keyword combing is very time consuming, theFor large advertiser placements, a large number of SEM pitchers need to be recruited for the placement, which obviously reduces the advertiser's investment in the advertising budget, which in turn affects the advertising platform's revenue!

2) Dynamic Search Ads (Dynamic Search Ads)

Dynamic advertisements displayed in Google search result pages dynamically generate advertisement content based on user search content and website content to improve the accuracy of advertisement display.

The display scenario is the same as a standard search ad, but more of the optimization, keywords, and copywriting are automated by machines instead.

dynamic searchAdvertising components

• Title: automatically generated by the advertising system, usually related to the keywords searched by the user.
• Description Path: Display the path of the website's webpage or related keywords to prompt the user about the relevance of the ad target.
• Description text: provided by the advertiser, describing the details of the ad target.
• Domain name: The domain name of the website targeted by the ad.

Dynamic Search AdsWorking Principle

• The Google AdSense system automatically scans the advertiser's website and generates a set of keywords and ad titles relevant to the website based on its content.
• When a user searches for content related to these keywords, Google's advertising system dynamically generates ad titles and description paths and matches them to the search query.
• When a user clicks on an ad, they will be taken to the ad-targeted page relevant to their search query.

Dynamic Search Ads Advantages and Disadvantages

• Advantage: The automated and dynamic nature of DSA allows forAdvertisers can reach a large number of keywords and website content without having to manually manage campaignsDSA is also able to quickly generate relevant ad titles and description paths to improve ad relevance and click-through rates.
• Disadvantage:Due to the automated and dynamic nature of DSA, advertisers may not have full control over the generated ad titles and description paths.In addition, due to the relatively small amount of ad text in a DSA, it may not provide enough information to the user, affecting the conversion rate of the ad.

2, display ads (Display Ads)

1) Standard display ads

Google Standard Display Ads are image ads placed on the Google Ad Network, where advertisers can choose which websites or apps to display their ads on.

Here are the ad components, how they work, and the advantages and disadvantages of Google's standard display ads:

Standard Display Ad Composition

• Title: up to 25 characters, used to attract users to click on the ad.
• Description: Enter up to 90 characters to characterize the advertised product or service.
• Images: Advertisers can upload customized images according to their needs, and the image size and ratio will be automatically adapted to the size of the ad space.
• Advertising space: There are various sizes of advertising space, including banner ads, square ads, and rectangular ads.
• Common ad space sizes:
  • Banner ads: 468×60, 728×90, 970×90, 970×250
  • Square ads: 200×200, 250×250, 300×250, 336×280
  • Skyscraper advertisement: 120×600, 160×600, 300×600, 300×1050
  • Square/rectangular ads: 250×360, 480×320, 640×360, 800×440
  • Mobile ads: 320×50, 320×100, 250×250, 200×200

Standard display advertising works

• Advertisers choose display locations and targeting methods based on their needs, including device, geographic location, interests, search history, etc.This data is recorded in thecookie (loanword)on, as well as third-party data centers.
• When a user views a page on a website or app, the Google ad network matches the appropriate ads based on the targeting set by the advertiser.
• When an ad is matched to the appropriate ad space, the ad will be displayed on the page the user is viewing.
• When a user clicks on an advertisement, they will be redirected to the advertiser's target page.

Advantages and disadvantages of standard display advertising

dominance

• Higher display and coverage:The Google Ad Network has a wide reach and can be displayed on multiple websites and apps with a large reach.
• Precise orientation:Advertisers can choose the targeting method according to their needs, such as geographic location, interests and hobbies, etc., which can accurately place ads and improve the conversion rate of ads.
• Customized images can be used:Advertisers can upload customized images to improve the visual effect and click-through rate of their ads.

inferior

• Adblock:Some users use ad-blocking plugins to block ads on web pages, which may result in a decrease in ad display and click-through rates.
• The ads are not as visually appealing as video ads and motion ads:Compared to video ads and dynamic ads, standard display ads are relatively weak in terms of visual impact.
• High advertisement material requirements: precisely because material testing requires great costs, compared to keyword text advertisements, image advertisements rely on thehuman resourcesMore, whether the material is appealing or not greatly affects the click and conversion results.
• Poor advertising:And due to ad blocking, and the poor quality of Google Ad Network participants, it can't work well on specific categories. For example, clothing is currently more effective on GDN compared to other categories. The display position greatly determines the effect of display ads, and good display positions are mainly concentrated in the Google Family Bucket.The

2) Dynamic Display Ads (DDA)

Google Dynamic Display Ads (DDAs) are adaptive ads that automatically resize and format ads to fit different ad spaces. It can display image, animation, HTML5 and video ads on the Google Ad Network.

Dynamic Display Ads Composition

• Picture or video footage
• advertising headline
• Advertisement text
• Corporate logo or product icon (logo)

How Dynamic Display Advertising Works

• Advertisers provide advertising material, headlines, text and corporate logos or product icons.
• The advertising system dynamically generates ads based on the size and format of the ad space, presenting the ads in the best format and size.
• The advertisement system displays advertisements to the eligible ones through the targeting and placement conditions set by the advertiser.audienceThe

Advantages and disadvantages of dynamic display advertising

Advantage:

• Adaptive ad formats that can be adapted to different ad spaces and sizes.Advertisers do not need to generate design materials.
• Advertisers can baseUser behavior and interest targeting ad audiences, increasing the conversion rate of ads.
• Dynamic display ads can be displayed in a variety of ad formats, such as images, animations, HTML5 and video ads, to capture the attention of your audience.
• The advertising system can automatically optimize the ads based on their effectiveness, increasing the conversion rate and ROI of the ads.

Disadvantage:

• Advertisers need to provide rich advertising material and text in their websites, otherwise the ads may not be effective.
• Dynamic display ads require a certain level of technical and design skills and are more demanding for advertisers.
• In some cases, advertising effectiveness may be affected by the quality and content of the advertising material.

Audience signals

As you can see from how dynamic display advertising works, since the material is automatable, a quality audience is very important.

So what is the audience signal? Simply put, it is the "human cargo field" inside the people, your goods sold to who, who is the audience.

There are three simple types of audience information: interest audiences, remarketing audiences, and similar audiences.

Specific types are compared below:

1. Interest Audience:Users are categorized into different interest groups based on their browsing and search history, as well as data from Google's partner sites.
2. Behavioral Audience:Users are categorized into different behavioral groups based on their behavior on the site (e.g., visiting specific pages or clicking specific buttons) and conversion history.
3. Similar Audiences:Find potential customers similar to existing customers based on Google's analysis of user behavior and interests.
4. Location-specific audience:Target ads to users in a specific geographic location (e.g., country, state, city, or zip code).
5. Custom Audiences:Target ads to specific audiences based on user uploaded data such as email addresses or phone numbers.
6. YouTube Audience:Users are categorized into different audience categories based on the types of videos they watch on YouTube, how often they watch them, and how they interact with them.

Here's a brief comparison of how these audiences work and what they have to offer:

Type of audience	Working Principle	dominance
target audience	Users are categorized into different interest groups based on their browsing and search history, as well as data from Google's partner sites.	Placement in relation to your product or serviceInterested inof the crowd.
Behavioral Audience	Users are categorized into different behavioral groups based on their behavior and conversion history on the site.	Placement into products or services that have demonstrated a relationship with your product or servicebehavioralof the crowd.
similar audience	Find potential customers similar to existing customers based on Google's analysis of user behavior and interests.	Cast to the same place as theProspects with similar existing customersin it to increase conversions.
Specific Location Audience	Target ads to users in specific geographic locations.	drop intoPotential customers in your target marketCenter.
Customized Audience	Target ads to specific audiences based on user uploaded data.	Delivered to youProspects who already know and are connected to themCenter.
YouTube Audience	Users are categorized into different audience categories based on the types of videos they watch on YouTube, how often they watch them, and how they interact with them.	It is possible to place advertisements on the same site as yourYoutube crowd related to the products or services of thecenter

As you can see from the comparison above.

Behavioral audiences that have a close connection to our website are potentially the most effective. These audiences, known asThe remarketing audience and the one with the highest ROI.

The general site can get a limited traffic budget, so in the actual placement, the small site DM advertising accounted for a small proportion of the site, there is a certain amount of level (100-500,000 +) in the site is more common.

3, Video Ads (Video Ads):

Ads displayed on Google's video platform, YouTube, or in video content on other websites, including hover ads, front-loaded ads, inserted ads, and more.

Google Video Ads Composition

• video clip: It can be branding, product introductions, promotions, etc.
• advertising text: Used to call on users to perform related actions, such as visiting websites, purchasing products, etc.
• Cover Photo: The video cover is used to grab the user's attention.
• Advertiser Logo: Brand identifiers to increase brand awareness

How Google Video Ads Work

• Advertisers choose where to place their videos on the YouTube platform, specifying settings such as ad budget and ad duration.
• Users will see ads before or during the video when they watch it.
• Video ads are usually billed on a CPV (cost per view) or CPM (cost per thousand impressions) basis.
• Advertisers can monitor and optimize the effectiveness of their advertisements through data reports.

Google Video Advantages and Disadvantages

dominance

• Advertisements are placed on a wide range ofYouTube is one of the largest video sharing sites in the world, with billions of users watching videos on it every day, so Google video ads can reach a huge number of potential customers.
• You can choose the target audience for the advertisement, and increase the conversion rate of the advertisement by precisely placing the advertisement based on several factors such as gender, age, and geographic location of the audience.
• Video ad formats are vivid and engaging, allowing audiences to understand brands, products or services more intuitively, thus increasing brand awareness and user conversion rates.

inferior

• Video ads require more production costs such as filming, editing, etc., which are more costly compared to other forms of advertising.
• Video ads take time to create and cannot be created and placed as quickly as text or image ads.
• Some users may choose to skip the ads, thus reducing the exposure of the ads.

4, shopping ads (Shopping Ads)

1) PLA Ads Product Listing Ads (Product Display Ads)

PLA stands for Product Listing Ads, also known as Google Shopping ads.

It is one of the Google Shopping Ads that are usually displayed on Google search results pages, showing items in the form of images and product information with a link that takes the user directly to the product page of the online store.

Unlike standard search ads, PLA display positions and rankings are based on the advertiser'sProduct data and bids(math.) genusInstead of keywords and bidsThe

PLA Standard Shopping Ads Composition

Product Title: Introduce the name and key information of the product to attract users to click on it.

Price information: show the price of goods, convenient for users to understand the price level of goods.

Merchant name: Display the name of the e-commerce platform that sells the item to increase the user's trust.

How PLA Standard Shopping Ads Work

• Merchants upload product information and images and create catalogs in Google Merchant Center.
• Merchants use Google Ads to create ad groups and campaigns and set the placement, timing, and budget for ad placement.
• When a user performs a relevant product search on Google, standard shopping ads related to that product will appear in the search results page or in the search results on the Google Shopping page.
• When a user clicks on an ad, they will be redirected to the merchant's website or product page to complete a purchase or learn more about the product.

PLA Standard Shopping Ads Advantages and Disadvantages

dominance

• Compared to standard search ads, standard shopping ads can show pictures of products, prices and other information, making the ads more attractive and useful.
• Google Shopping ads are usually displayed at the top of the search results page, with higher exposure and click-through rates.
• The bidding and competition of Google Shopping Ads are relatively low compared to search ads, and merchants can get higher revenue with less investment by optimizing product information and bidding.

inferior

• Google Shopping ads only apply to items sold on e-commerce platforms and not to other types of ads.
• The display effect of Google Shopping Ads is greatly affected by the quality of product images and product information, and merchants need to continuously optimize aspects such as product information and images to improve the effect of ads.
• PLA industry is also known as "price comparison advertising", in the same keyword priority display products, price as the main ranking basis, of course, there are other service data have an impact, but if the same type of user groups, the same product, will prioritize the display of the lowest price products.

2) Google SSC Shopping Campaigns (Smart Shopping Campaigns)

Google SSC (Smart Shopping Campaigns) are shopping ads optimized using Artificial Intelligence (AI) technology, which helps advertisers automatically create and optimize shopping campaigns to improve display and conversion.

Through SSC, merchants can upload their online store's merchandise data to Google Merchant Center, and Google will display this merchandise information on multiple Google platforms, such as Google Search, Google Shopping, Google Image Search, etc. for free.

This type of advertisement combines PLA advertisement characteristics, as well as dynamic display advertisement characteristics, greatly automating the effectiveness of advertising.

(Note: the obvious entrance to SSC is no longer to be found, the entrance has been changed to a pmax advertisement, so you can also interpret pmax as a supersized cup version of ssc.)

Google Shopping Ads Composition

• Display Ads: Ads can be displayed on Google Search, YouTube, Gmail, websites and apps on the Google Display Network.
• Product Listing Ads: Display your products with images and prices on Google search and shopping search result pages.
• Store Visit Ads: Attract consumers to your physical store by displaying your physical store location as an ad in Google Maps.

How Google Shopping Ads Work

Google SSC uses machine learning techniques to automate the optimization of ad placements, which works as follows:

1. The advertiser selects the products to be displayed and the advertising budget.
2. Google automatically selects the best place and time to place your ads and bids for each campaign.
3. Advertisers set up ad copy, images, taglines, and other creative, and then Google optimizes the ad delivery strategy based on the goals set by the advertiser, as well as the search and browsing behavior of potential customers.
4. Google automatically tests and optimizes ads to increase display and conversion rates.
5. Advertisers can monitor ad effectiveness and make adjustments to their ads through ad performance data.

Google Shopping Ads Pros and Cons

dominance

• Automation: Automate the creation and management of campaigns using machine learning techniques and ad optimization algorithms, saving advertisers time and effort.
• Precise targeting: Accurate placement of advertisements based on the search and browsing behavior of potential customers to increase the conversion rate of advertisements.
• Measurable advertising effect: With the advertising performance data provided by Google Ad Platform, advertisers can easily monitor the advertising effect and adjust the advertising strategy in time.
• Integrated Optimization: Combine multiple ad formats such as display ads, product listing ads and store visit ads to increase ad exposure and conversion rates.

inferior

• Relatively complex: Compared to traditional advertising methods, the setup and management of Google SSC is more complex and requires a certain level of technical and professional knowledge.
• Depend on data: The effectiveness of Google SSC placement depends on the data and targeting settings provided by advertisers; if the data and targeting are inaccurate, the advertising results will be biased.
• Due to automated ad delivery, advertisers have no direct control over where ads are displayed and placed;

3) Pmax Ads (Performance Max Ads)

Performance Max advertisementis an advertising format launched by Google in 2021 as an automated advertising solution based on machine learning and artificial intelligence technology.

By collecting advertisers' goals, materials and data, it automatically optimizes the ad display effect and improves ad conversion rate and ROI.

There are the following distinctive features:

1. Adaptive Advertising:Performance Max ads automatically adapt to the ad format that displays best in a variety of ad spots on the Google Ads ad network, including search, display, video, discovery, and other ad formats, to maximize ad effectiveness.
2. machine learning::Performance Max ads use Google's machine learning technology to automatically identify audience needs and optimize ad delivery to improve conversion rates and delivery efficiency.
3. All-in-one advertising:Performance Max ads can be placed on multiple Google platforms at the same time, including Search, YouTube, Google Play, Google Maps, and more, for full coverage and maximum exposure.
4. Data-driven:Performance Max ads can analyze ad delivery data to continuously optimize ad effectiveness and achieve higher ad conversion rates and delivery efficiency.

Google Pmax Ads Composition

Performance Max ads consist of several ad types, including responsive display ads, responsive search ads, dynamic ads, and more.

It also allows you to set up different materials such as ad text, images, videos, etc. and optimize them for different platforms.

How Google Pmax Ads Work

Performance Max ads work based on Google's machine learning technology and artificial intelligence algorithms.

The material and data provided by advertisers will be uploaded to the Performance Max advertising platform, and the system will automatically analyze factors such as data, material quality and user behavior to optimize the display effect of the ads and increase the conversion rate.

Google Pmax Advertising Advantages and Disadvantages

dominance

The advantage of Performance Max ads is the high degree of automation, which can automate and optimize the display of ads and reduce the burden of advertisers' operations.

It is also able to cover a wide range of advertising platforms and ad types, improving the effectiveness of ad placement and conversion rate.

inferior

• Since the pmax ads cover the "display network" + "search network" + "shopping ads", its appearance will have a crowding out effect on the effectiveness of other ads.
• At the same time, we have very little scope to optimize the ads to pinpoint the network where we want to display them, as we do not officially provide specific display locations.
• Although it solves the problem of advertising efficiency, a pmax to cover all the display position, but ROI is not so, for the new station without a data base, the money spent do not even know where to spend, optimization is not to talk about, shopping ads can go up to 3, pmax in 2.5 is the norm.

5, Other advertisements

Application Ads (App Ads)

App ads displayed on the Google Play app store help businesses promote their apps and increase app downloads and usage.

If divided by the difficulty, among the e-commerce, the cost of doing the platform is relatively low, with Amazon is 1, then the independent site is 10, APP is about 100, or even 1000.

The intricacies of attribution, and a long list of problems to be solved, make it so that only the head sellers are currently making a mark on the app side, such as shein, anker, cider, banggood, etc.

Although I have invested, but the ROI is quite unfriendly (1.5 are counted as a sneer), the cost of pulling new is extremely high, if there is no match with the molding of the internal user operation system team, the LTV is simply can not meet. LTV does not meet, the way that the wave of streams, it is simply not able to support the cost of pulling the new app, and the cost of maintenance.

Considering that most sellers are predominantly new customers, there are too few sellers who are brand oriented enough to build their own private domains to expand on that here.

6, Comparison of various types of Google ads

Type of advertisement	Advertising Features	Display Location	strengths and weaknesses	What advertisers can achieve
Standard Search Ads	Text ads, displayed by search term	Top and bottom of the search results page	Precise placement, keyword bidding can be set, high conversion rate	Increase brand awareness, traffic and sales
Dynamic Search Ads	Dynamically create ads based on website content	Top and bottom of the search results page	Automatically create ads to show diversity	Increase traffic and sales and save time on ad production
Standard Display Ads	Image or video ads	online advertising space	Various forms of advertisements with wide coverage	Increase brand awareness, traffic and sales
Dynamic Display Ads	Dynamically create ads based on website content and user behavior	online advertising space	Automatically create ads to show diversity	Increase traffic and sales and save time on ad production
video advertisement	Ads that play before, during or after video content	YouTube and Google video sites	Emphasizes visual and sound effects and is capable of conveying complex information	Increase brand awareness, traffic and sales
shopping ad	Display product images, prices and merchant names	Search results pages and shopping sites	Precise placement to display product information	Increase sales and conversions
Performance Max advertisement	Cross-platform advertising with support for multiple ad formats	Google Search, YouTube, Gmail, Google Display and more!	Optimize ad placement to increase conversion and ROI	Achievement of various advertising objectives, such as increased brand awareness, traffic and sales

Of course, as you can see from the comparison, the way advertising is done in conjunction with advances in advertising technology is changing by leaps and bounds;

In the era of competitive bidding, search advertising was the big one, and everyone focused on "keyword" advertising.

In the RTB era, display advertising was the big one, and the material allowed the apparel category, which can't be accurately described in words, to explode on a massive scale, and shein, for example, was born;

The emergence of shopping ads, in turn, allows many independent sites, cross-border e-commerce companies to get the best display results;

Today, in the age of AI, Pmax ads have become the most mainstream Google ad campaign, but the difficulty of optimization, as well as the lack of bright ROI, has become a problem for most Google pitchers.