When it comes to using Google AdWords, you can select ads in a wide range of formats. This variety is what makes AdWords superior to most ad services available but it can also be the cause of chaos and confusion. For someone who doesn’t understand the ins and outs of online ads, selecting one can be a headache. This is why you need a primer on each Google ad format you have the option of choosing, from purely text-based ads to flash ads.
Make no mistake about the fact that each of the ad formats available to you is effective and can deliver the results you are looking for. The key is to use them in best way possible to improve your chances of getting more visitors to click through to your website or landing page. Still, there are certain factors which dictate which ad format is likely to produce the best results for you in a given situation. In addition, there are pros and cons of the ad formats available which can further make things difficult.
This is the main reason why web experts have been unable to decide on which Google ad format is the winner hands down. Let’s look at the ad types on offer and how they work for you.
The Ads That Don’t Work
Before looking at text ads and other common types of ads posted on the internet, it is important to go over the types of ads that no longer work. The foremost among these are popup ads. Put yourself in the shoes of the ordinary internet user. You are browsing around on the web and open up a page you want to visit. When you click on the link, an additional tab opens up you didn’t click on and one you didn’t want to see. Would you be willing to click on the ad that comes up on your screen? Obviously not!
Same goes for the interstitial ads. They are usually in the form of image ads and pop up on the screen while a page is loading. Often there is a ticker along with the ad which tells you the number of seconds you have to wait for the page to load which users often click away. Once again, this is an ineffective ad type as hardly 0.1% of the people are going to click on them. There is another ad type which has become quite ineffective though you might consider it to be a controversial pick: banner ads.
Banner ads are posted on virtually every website you visit on the internet. People have gotten so used to seeing the banner ads that they don’t even acknowledge their presence anymore. This has come to be labeled as ‘banner blindness’. What this means is that the money you are spending getting Google to post large ads related to your business on the websites part of the Google Display Network is more or less going down the drain. There may be some potential in mobile banner ads but not for the ones designed for desktops.
For that matter, too much of any ad type would dilute the impact on the viewer. This is particularly true for the rich media ads including animations. Bombarding your users with these types of ads can quickly wear them out and cause them to lose their effectiveness. What this means for you is that you should better stick to inline ads for targeting your audience rather than forcing them to view your ads.
The Big Three of Online Advertising
Pictures speak a thousand words. Moving images speak approximately 1.8 million words a minute. This is the reason why most marketers are moving away from purely text ads to image ads and video ads. Capturing the viewers’ attention is easier with images than with plain text. However, this doesn’t mean that text-based ads have lost their efficacy. In fact, a well-written text ad can get you the results you are looking for economically and more effectively than ads in other formats.
This is where SEMrush can help you improve the efficacy of your text ads considerably. SEMrush helps you discover the best keywords to incorporate in your ads. Though the keywords can be added to the copy for ads of different formats, they are most important in text-based ads. Using SEMrush, you can make a text ad much more effective and engaging than it is without the right keywords. Plus, the text ad format is still considerably cheaper when compared with video and images.
One thing here you need to realize is that visibility doesn’t guarantee conversion. Just because your ad is seen by more people doesn’t mean that it will deliver the results you want. Going by that theory, animated and popup ads are your best bet. However, we have seen how ineffective they can be when it comes to actually converting leads into customers. Also the cost involved in using them for your campaign further makes them one of the less preferable options.
To clarify things further, the Google text ads enjoy the higher clickthrough rate of all ad formats you can choose on AdWords. This could clear the misconception that you need to have images to capture customers online. Even without images, moving or static, you can get the results you aim for. Still, that doesn’t take away from the fact that online video ads and image ads are also effective when it comes to conversions.
The bottom-line is that there isn’t any hard and fast rule when it comes to choosing a Google ad format. The best approach is to combine a number of formats to increase your chances of getting more conversions. What you have to ensure is that there is an adequate number of mobile ads posted for your campaign. With the number of mobile internet users on the rise, you need to tap into that market segment as well. Keep this in mind as mobile ads are different than the conventional online ads.