August/September 2018

Choosing the right Google Adwords format

One of the great things about Google AdWords is its versatility and adaptability, meaning that businesses of all sizes, industries and budgets are able to create campaigns to suit their objectives. We outline some of the various advert formats that can be created with the platform, for Google’s Search and Display networks, below.

Text-only adverts
The default format and most straightforward to create for AdWords beginners. The text-only advert is ideal for those wanting to reach their customers directly through Google Search.

You’ll be required to stick to a strict character limit, as your advert will occupy one of three positions above or beneath the organic search results, although advert text can be edited at
any time. Because they are the most basic, they work best for attracting customers who have actively searched for your product/service and are already prepared to make a purchase. As a result they often generate a higher click-through rate than other advert formats, at a higher cost per click.

Image adverts
Adverts which display your product or service in an image, are a good way to catch the eye of customers on the Display Network i.e. those browsing on one of Google’s 2 million partner websites. Whatever your business does, image adverts can be really valuable for attracting potential customers as we often respond more to visual rather than textual advertisements. Consequently, they are perfect for building brand awareness, if this is one of your objectives.

Image adverts don’t have to be just static; you can also use interactive graphics such as GIFs to add an extra degree of appeal to your advert. Unless you have the design capabilities in house, this type of advert can be a more expensive choice.

Shopping adverts
As the name suggests, shopping adverts work best for ecommerce retailers or those with physical stores by showcasing some of your best items through image and text links to the product specific page on your website.

You’ll input product information through Google’s Merchant Centre, which will create an advert for you, displaying information such as your store name, price, and availability on the Search, Shopping and Display Networks. The key difference is that your adverts won’t be controlled using your set keywords like normal; Google will display product adverts it decides are most relevant to users’ search queries.

Call-only adverts
Call-only adverts are text adverts with the goal of driving calls to your business. This means that when a user sees your advert through Search and clicks on it, rather than going through to a landing page, they will be given the option to call you directly from the search results. As such, these types of adverts are only compatible with mobile devices. For businesses that depend largely on phone calls to customers (such as those requiring appointments: dentists, hairdressers etc.) this type of advert can be really valuable.

App promotion adverts
Like call-only adverts, app promotion adverts will only work for businesses that operate through mobile apps. They are ideal for businesses that require people to download their app in order to actually use their service, such as the ‘gig economy’ style businesses like food delivery and taxis. They aren’t as useful for businesses that have supplementary apps, but don’t primarily operate their business through them. When a user clicks on an app promotion advert, they will be sent to the app store or directly linked to your actual app.

With countless options for customisation available, there is an advert format to suit any type
of business. The key is to know which advert works best for your services or products, and it is crucial you get the correct guidance from an expert in the field.

Google Adwords can be an incredibly cost-effective way of converting your marketing spend into real opportunities to convert specific enquiries into definite sales.

Justin Cottrell
0161 929 6997