Google and the types of display ads they offer

When we talk about types of display, we mainly focus on banners. Static and dynamic advertising banners inserted in third-party websites. When we talk about the Google Display Network, we refer specifically to the more than two million websites, videos, and applications where these ads can appear. All of them have reached an agreement with the search engine to allow ads in their pages. There are other websites that also support banners and do not belong to the Display network, but use other systems to manage this type of advertising.

Do users really see the ads?

According to Google, ads on the Display network reach more than 90% of Internet users around the world, but beware! Reaching many people does not mean that they are effective.  

If you are a regular Internet user, you have probably heard, or even installed, programs that block Display ads to all users who have them installed. Why are there people who do not see our banners? Because in the past this type of advertising was being carelessly used too much. Hundreds of banners for all the pages, many with sound, which in the end made it difficult to read the content. 

That said, the different types of Display ads have changed enormously in recent years and, fortunately, has adapted to the user’s experience. The banners are no longer a bother and are so well segmented that they reach potentially interested users. 

There are many types of display ads depending on the platform that you want to advertise in. We show you below the different types of ads and the benefits that each of them contains within the respective platform.

  1. Google Search Network ads

 The Google Search Network is the most used by businesses. Their main objective is to obtain clicks and conversions through their ads and reach users who are looking for their products. 

 Depending on how good you are choosing keywords and depending on how relevant your ads are in relation to those keywords, you will have more or less success. 

 The star format in this type of campaign is the text advertisement that is formed by a 25 character title, a visible URL to show your domain, and two descriptive lines of 35 characters each. In addition, you can add ad extensions to make it bigger and with more information.

  1.     Google Display Network ads

 The Google display network is ideal for new brands whose main objective is the visibility of their ads and who have a well-defined target audience (age, gender, interests, etc.). Apart from exposure and branding, you can also get profitability and conversions, but keep in mind that the average CTR will normally be lower than the search.

 In the display network, the ads are images (banners) and you have the option to display them in millions of publishers (websites) associated with the display inventory. 

 The good news is that, if you have little budget to hire a designer, the display campaigns incorporate an ad editor and ad gallery with templates that predefined styles that you can customize to create banners of many sizes and formats: image in html5, interactive light boxes or videos.

  1.     Shopping Campaign ads

Shopping campaigns share space in Google search with search campaigns. They are a good option for large e-commerce and off / online product stores as it combines branding and conversion goals.

 To be able to start Shopping Campaign ads you have to follow these steps: 

  •     Register in Google Merchant Center
  •     Link Merchant with your Google ads account
  •     Create a data feed that includes the description and details of the products.
  •     Set up the campaign and ad groups
  •     Product listing ads are characterized for including an image of the product, a description of 70 characters or less, price (mandatory) and a visible URL with your domain.
  1.     Video Campaign ads

The best branding campaigns are those that include video ads. It is the most direct, intense and involving format of the moment, as pointed out by people such as Mark Zuckerberg. In addition, with the videos you will get, you will be able to attract twice as many users as with an image or text. 

Google ads video campaigns work primarily with CPC (cost-per-click) and CPV (cost-per-view) bids. They are cheap and easy to set up, especially when you have an active YouTube channel and have the resources to create and edit your videos. 

We mainly use two formats: the true view in-display ad, which appears to the right of the video as a reproduction suggestion and the true view in-stream ads that are activated before watching a video.

  1.     Mobile ads

Mobile-oriented advertising is becoming increasingly important. Without a doubt, it is one of the best types of display ads to reach users wherever they are.

In the Google ads display campaigns, you can target ads in mobile applications or even sponsor your own application on Google Play with the new “Universal Application Campaigns”.

If you want to target your mobile advertising, you should keep in mind that the behavior of the user is different from when they are connected to the computer. Choose a responsive web template and adapt the design and contents of your landing page to the maximum. Bet on short and direct messages, neutral colors and buttons with clear and proportionate calls to action.

Online advertising has become our best ally and it is because it allows us to make more personalized and close advertising. When we do good advertising campaigns we get connected instead of invading.

In Synapse Ads we guide you on how to use these types of tools. We also offer you the keyword mixer tool that will guarantee the success of your conversion optimization. Your commercial growth is our priority and we have all the information to help your business improve every day.


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