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May 11

Google Ads: where, how, where to?

The big search giant Google provides advertisers with an extensive arsenal of advertising tools and a variety of paid promotion formats. However, choosing the right tool sometimes remains a mystery even for experienced media buyers and contextual advertising specialists. In this article, we will look at typical Google Ads advertising formats and explain in which scenarios each of them should be used to achieve high conversion rates of advertising campaigns in one of the most promising traffic sources.

Types of Google ad formats and when it's best to use them

In a conventional sense, all advertising in Google Ads can be categorized into two main types: search and display ads in the contextual media network. Let's take a closer look at each of these types and the formats available to attract the target audience.

Search advertising

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One of the first and in many aspects the main formats for advertising on Google is the display of ads on search results pages. This format involves bidding on keywords related to the products or services being promoted. When a user searches for such keywords, the relevant ad may appear in the top and bottom positions of the search results. Beginning in early 2023, Google began testing ad placements at other positions in the search results as well. This ad format helps reach audiences that are actively searching for specific information or products, which increases the likelihood of conversions and sales.

Google search advertising is also categorized into several subspecies.

Dynamic ads in search

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Dynamic search ads are a special type of ads that are automatically selected based on the queries a user enters into the Google search box. The algorithm analyzes the landing page or website and then selects the most relevant words for the ad's titles and descriptions. In addition, the system even replaces the link in the ad. This type of advertising is ideal for large online stores, as there is no need to create separate ads or ad campaigns for each product or category.

Important! Using this type of advertising is recommended if Google has already scanned and indexed the pages of the site. Usually, the process of indexing new pages can take up to seven days. To speed up this process, you can add links to the indexing queue via Google Search Console.

Merchandise ads

The ad format, which is known as product listings or product ads, includes a product description with photos and links to a landing page. The Google Merchant Center tool is used to customize these ads. Product information can be added either individually or as a feed. These ads appear above the search results, to the right of them, and in Google Shopping.

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Remarketing

Remarketing is an advertising strategy that targets users who have visited a website or lending site but did not make a purchase or take a targeted action. These ads follow users and re-offer the same product or service. This ad format can be customized based on various criteria, such as if a user added an item to the cart but did not complete the purchase, or spent more than 30 seconds on the page.

If your website has a large number of visitors, remarketing can be an effective way to incentivize users to take targeted actions. However, to do this, you need to have a list of at least a thousand user interactions from the last month.

Mobile applications (UAC)

This ad type is aimed at promoting mobile apps from Google Play and App Store. The ad appears in response to a request for the exact name of the app or content thematically relevant to it, and directs users to the app's page in the corresponding store. This approach is ideal for both official apps and those that link to gray niche providers, such as online casinos. To extend the validity of advertising campaigns in the second case, it is recommended to use agency advertising offices, which are highly trusted by Google Ads.

Advertising formats in Google contextually media networks

Google's contextual media network consists of websites whose owners partner with the search engine and place advertisements on their online platforms. This includes a variety of web resources such as news sites, aggregators, company websites and video hosting sites. The system can provide the target audience with different types of banner ads (static and dynamic images) as well as video ads. In fact, the contextual media network is created primarily to strengthen the effectiveness of search advertising based on user requests. However, campaign targeting is based on the context of the browsing page, as well as audience characteristics such as device type and other parameters.

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Dynamic remarketing

This contextual media network advertising format is similar to search remarketing, but also has the added feature of changing the images in the ads depending on the context of the page. It is an excellent choice for online stores and lendings offering physical goods.

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Gmail ads

This type of advertising involves displaying ads within Google's email service. The appearance of the ad is similar to a standard unread email, but it is labeled "Advertisement".

A user clicking on such an "email" sees an advertising banner with a button leading to the landing page.

This format demonstrates high conversion rates in commodity and crypto niches, as well as in insurance and financial offers. Experienced media buyers also note that it provides access to a quality and solvent audience in the gambling vertical.

Mobile apps

This format provides for the display of ads on mobile devices in accordance with a search query or while browsing a specific page of a website that is part of Google's contextual media network. These ads contain links to app cards in the App Store and Google Play.

YouTube

YouTube ads are one of Google's most effective advertising formats. Users see ads while watching a video. Like search ads, this format can select audiences based on previous searches on Google, relevance to the topic of the video, and can be used for remarketing. Additionally, a media buyer can personalize their YouTube ads with specific targeting. Using the YouTube Analytics tool, the media bayer can view aggregated information about the audience and their interaction with ads within an ad campaign.

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This advertising format provides excellent conversion rates in advertising campaigns aimed at promoting and increasing awareness of new brands or products/services, as well as reminding of existing ones. In addition, YouTube ads show high conversion rates in the verticals of cryptocurrency, gambling, betting, micro-lending, and other gray niches. However, in order to work comfortably with these verticals in Google Ads and get priority moderation of ad campaigns, it is recommended to use agency advertising offices. This is important in today's realities, when the platform can block accounts for any suspicious actions, and trusted Google Ads accounts provide more stable performance.

In-App advertising in apps from Google Play

Google's In-App format is an in-app advertising format from Google Play. The ads appear as banners with buttons and can lead either to a landing page or a full website, or to cards of other apps in the store. These ads appear during loading screens or as a "fee" for using a free app.

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Users need to view ads to continue playing or using a useful app on their mobile device.

Conclusion


Google Ads is indeed a leader among traffic sources and offers a variety of advertising formats. However, to choose the most appropriate type of advertising to promote a particular offer, it is important to take into account the variety of goods/services, their recognizability among the target audience and advertising budget.

Google CMMS advertising is indispensable when a potential lead is not yet aware of the offerer, and most often serves as the first contact with them. While search advertising is more effective when the audience is already aware of the product or service and is actively searching for it.

It is important to note that even the most innocuous advertising campaigns that do not violate the rules of the platform are not immune to blocking and lengthy moderation based on Google's complex algorithms. Therefore, whenever possible, it is recommended to run ad campaigns through trusted ad accounts.

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