Google AdWords display ad formats

Take a Bite Out Of These Delicious Google AdWords Display Ad Formats

We’ve all fallen victim to an unrelenting sweet tooth at one time or another. The saying “an apple a day keeps the doctor away” refers to candy apples too, right? There are just so many candy-coated confections to choose from, and who could pass up a Disney-inspired design? They all look mouthwatering, and while every candy apple shares the same core, they each have their own sugary sweet appeal. When it comes to choosing from Google AdWords display ad formats, you might experience the same dilemma. Each format shares the same core goal—allowing companies to digitally advertise to potential customers—but their outer coatings have their own attractive charm.

When trying to choose which Google AdWords display ad formats to use, it helps to recognize the distinction between their candy-coatings. Here are some of the most popular formats and the differences in their delectable designs. But first, a quick AdWords overview!

The Just “Desserts” of AdWords Display Advertising

Whether you decide to use search pay-per-click (PPC) methods, such as a call-only campaign, display PPC ads, or both, there’s a plethora of PPC advertising benefits that can amplify a company’s reach to their customers. PPC advertising allows companies to appeal to their target audience as those potential customers search for their product or service online.

So if a curious customer searches for “the best candy apples near me,” they might see Confectionous Candies advertising their delectable candy apples on a Google search engine results page (SERP). As they visit other websites (related or not), they may also notice an appetizing display ad that advertises the candy company they saw earlier. As a result, Confectionous Candies can use the benefits of PPC remarketing to tempt potential customers even after that initial search.

However, it’s important to note that Google display ads come in a bunch of sizes for both mobile and desktop devices. Therefore, it’s essential to design ads that cover those various dimensions, so your ads show regardless of the device or available ad placement.

As part of a successful digital marketing strategy, AdWords display advertising is an effective method of remaining the apple of a customer’s eye.

Ambrosia Indulgent HTML5 Ads

If you really want to go for the “Big Apple” of Google AdWords display ad formats, HTML5 ads are the sweetest of the bunch! These high-quality graphics are sharp, animated, and interactive, offering features that are effective in drawing attention as well as clicks. Since they’re animated, companies can use multiple frames to create a video-like experience. As a result, you’re able to include a storytelling element within your advertising by using those numerous frames to communicate a detailed message. Single-frame ads limit imagery and text space, but with HTML5 ads, you can offer customers a more engaging and compelling experience—which is more effective to your overall advertising goals.

In addition to their visual appeal, HTML5 ads are also the only interactive format. Regardless of your stance on the Great Graphic Design Button Debate, the buttons featured on HTML5 ads allow you to use hover animations, which can really sweeten the deal.

By choosing HTML5 ads as the brightest of the bunch, companies can achieve excellent click-through and conversion rates. HTML5 ads are also distributed across the entire Google Display Network, whereas gif and Flash formats have limited display capabilities. Since each ad is custom-designed, companies can display their brand identity within the ads, which encourages recognition in the long run.

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Eye Candy Image Ads

Image ads are quite the catch, too! For companies that prefer a clean design with concise messaging, image ads are the way to go. Since they’re static images without movement or animation, these ads keep customers focused on concise messaging and a focused call-to-action (CTA). Image ads can be just as effective as animated banners, and they work well with customers who are already familiar with your brand. These ads feature a still image with text, and since they’re not overly complicated, they’re the most succinct of the Google AdWords display ad formats.

Image ads still allow companies to focus on advertising objectives such as brand awareness and website conversions. Since they’re also custom-designed, these ads represent company brand identities across the Google Display Network. As a result, image ads are just as effective at sweetening customers with creative eye candy advertising. Delish!

Apple of One’s Responsive Ads

One bad apple spoils the bunch, right? Well in the case of responsive ads, you don’t have to worry about one forgotten ad size spoiling your campaign, either. Responsive ads are quick and easy to make and include a company logo, image, and text. The best part is they resize the design automatically based on the placement that’s available. As a result, you never miss out on a potential advertising opportunity.

However, responsive ads are perhaps the least visually appealing of the bunch. Since they’re not individually designed, they lack the unique branding and creativity image and HTML5 ads offer. They’re not animated, either, so you’re left with a static image and content limitations.

While responsive ads are a great place to start while a graphic designer creates your custom ads, it’s more effective to use image and HTML5 ads for brand recognition in the long run. That way, you’re not bobbing for apples on the chance customers will distinguish your ads from a competitor’s.

Taste Testing Google AdWords Display Ad Formats

The best way to discover which Google AdWords display ad formats your customers best respond to is by A/B testing. By giving them a taste of the different formats (as well as alternate imagery, messaging, and CTA’s), you may recognize that your customers’ palettes prefer one candy-coated confection among the rest. Regardless of which ad type they relish most, it’s also important to consider your objective, ad messaging, and budget for your Google AdWords advertising. After all, you want to ensure your ads are the best of the bunch, so customers continue clicking and converting!

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