10 Alternative Google Ad Formats To Drive Incremental Revenue

Google offers businesses a huge range of advertising options. Are you getting the most out of your marketing budget, or can Google take your brand further? Below, you’ll find details on Google’s advertising options to help you decide which are most effective for your business.

Dynamic Search Ads

Dynamic Search Ads (otherwise known as DSAs) let you automate your choice of keywords and ad creation itself. This is ideal for seizing those opportunities you might miss without realizing, filling in any gaps in your marketing campaigns.

Dynamic Search Ads let you boost traffic outside of your keyword-focused campaigns, helps you identify quality keywords that may be effective in other campaigns, and increases your chances of attracting new visitors.

Remarketing Lists for Search Ads

Remarketing Lists for Search Ads allow you to build a campaign focusing on people who have visited your site before. You can use remarketing lists in two ways: Target or Observation.

Audiences for Remarketing in AdWords:

Audiences for Remarketing

With “Target”, you can bid on keywords you wouldn’t normally target to attract users who have visited your website recently. If you’re aiming for searchers who have made a purchase with you already, you can try bidding on broader keywords than you would typically.

Alternatively, you can bid higher on existing keywords using “Observation” to target people who have explored a specific page or abandoned their shopping cart. You might want to experiment with the amount you raise your bids by, starting off small until you can identify the benefits.

You can only start incorporating Remarketlng Lists for Search Ads into your marketing campaigns once you have at least one thousand cookies. You can’t make your first list without these.

Call-Only Marketing

Any business trying to encourage prospects to call them for more information can make fantastic use of call-only ads. These are designed to appear on devices able to make calls only (such as smartphones).

When a user clicks on one of these ads, they will be taken to their keypad. The number will have already been input and is ready to be called at the touch of a button. As a result, you can start direct communication with potential customers in a quick, convenient way. This is great for attracting local customers who want information without scouring your website.

When setting up your call-only ads, you will have to provide your company number, name, and URL. A description will be needed too.

Example for call extension in AdWords:

Call Extension in AdWords

Google Display Network Ads

Google Display Network ads are text or visual ads which reach searchers through sites within the network, such as YouTube videos, Gmail inboxes, and apps.

This targets users who are engaged with another task, such as watching a tutorial video or using an app, rather than having to compete for users in the traditional way. Google Display Network ads tend to be available at a lower CPC, making them a cost-effective accompaniment to standard ads.

Example for display Network Ad:

Display Network Ad

Shopping Ads

Shopping ads are one of Google’s more popular advertising methods. These incorporate information on products from the Merchant Center, and appear on YouTube videos, Google Images, and other partner sites

Two different types of Shopping ads are available. One is Showcase Shopping ads, which group related items together in one display when people run more general searches than specific ones. This gives prospects a wider taste of your brand and your catalogue without having to actually visit your site until they’re ready. These are only available in certain countries.

The other type is the Product Shopping ad. These include a title, image, price, and branding without the need to build unique ads for every product (which would be unbelievably time-consuming and counter-productive).

Video How to create Google Shopping campaign:

TrueView In-stream Ads

These ads run before, during, and after videos on various platforms. YouTube videos, games, apps, and websites within the Google Display Network can all incorporate TrueView In-Stream ads.

We’ve all encountered these before – they’re the type that let you skip after five seconds. They carry the URL and allow interested viewers to click through to the respective site.

Assets where ads appear:

TrueView In-stream Ads

TrueView for Discovery Ads

TrueView for Discovery ads are different to the latter type. These are displayed in YouTube’s watch and results pages, and take users straight to related videos once they click on the thumbnail image. Three lines of text appear in the ads too.

TrueView for Shopping

TrueView for Shopping ads present users with interactive videos, which are able to show up to six shopping cards in each. You can customize the types of products that appear in the videos simply, to ensure you’re only presenting items specific users will likely be interested in (reducing the risk of wasted money).

Example by Search Engine Land:

TrueView for Shopping

Bumper Ads

Bumper ads are shorter than standard video ads. These are no longer than six seconds and are unable to be skipped, which can be frustrating for viewers when they’re keen to watch the rest of their video without delay.

However, Bumper ads help to generate awareness of your business with minimal intrusion. While prospects might not feel delighted to have to wait a few seconds to watch their video, they don’t require them to interact in the same way as a TrueView In-Stream ad does. They can either watch the ad or look elsewhere for the brief running time.

Bumper ads are charged on a vCPM (cost per thousand impressions) tariff. As you only pay each time your video is shown a thousand times, you know you’re getting good value for your investment.

Outstream Ads

Outstream ads are a new addition to Google’s advertising options, having launched in April 2018.

Outstream ads are displayed on mobile devices and tablets, catering to Google’s ongoing focus on mobile over desktop. These appear on Google’s partner sites and play with no sound in the first instance. Users can then choose to enable sound if the ad captures their attention.

Most interesting of all, though, is that you will only have to pay when users watch the ad for more than two seconds on over half of the screen. This reduces the risk of paying for ads that go largely ignored.

As you can see, Google’s range of advertising options is extensive, catering to businesses on all budgets. Even the smallest start-ups can see real return on their investments by choosing the most effective options for their demographic and goals.

Which of Google’s advertising platforms do you use, and why?