- [Instructor] Whenever Google serves an advertisement
to a customer, it can appear in a variety of styles.
And we refer to these as ad formats.
Now the most popular are text ads,
text ads with extensions, responsive ads,
product shopping ads, image ads, video ads,
and then call only ads.
Now, text ads are the most common kind of search ad.
Text ads include one or more headlines, a website URL,
and descriptive text, which includes any calls to action.
And these can show up on the search and display networks.
And these are among
the best performing pay-per-click ad units that you can buy.
Now, ad extensions are essentially text ads
with a few add-ons.
And extensions let you provide additional information
to your text ad, such as your business's address,
special offers, reviews, or even a phone number.
Responsive ads automatically adjust their size,
appearance, and format to fit all available ad spaces.
And you can give Google multiple headlines and descriptions,
and over time,
Google Ads will automatically test different combinations
and learn which performed the best.
Now product shopping ads contain product
and pricing information.
And you usually see these whenever you're searching
for a product, such as running shoes.
Now, these require a decent amount of effort to set up.
You'll need to use Google Merchant Center,
create a product feed,
and then sync your data with Google Ads.
But if you're running an e-commerce store,
you'll definitely want to research these further.
Image ads appear in the Google display network.
Most often it's when you see a visual advertisement
on another website.
Now these don't just have to be static,
you can also deliver animated ads, as well.
Video ads are just what they sound like,
a stand-alone video ad or a video ad
that runs inside another video,
say before it plays, while it's playing, or after it plays.
And finally, we have call-only ads.
And call-only ads allow your customers
to call your business directly when they click on your ad.
And these are really useful for driving phone calls
to your business from mobile devices.
Now, if you're looking for the best place to start,
I encourage you to try out responsive text ads.
These do a lot of the heavy lifting around testing
for you and they'll help you quickly discover what's working
and what's not.