Which Ad Format Is Recommended for Driving Action in 2020?


which ad format is recommended for driving action

Marketers are running paid advertising campaigns through social media and Google ads more than ever. Whether you’re leveraging text or video ads, adapting the right ad format based on the campaign type and the platform of choice helps you to maximize your ad conversion potential.

In fact, the targeted and new audience gets to easily see your ad with the preferred details and format, because it’s in the right place and at the right time, so they don’t hesitate to take action, making it possible to boost your engagements, drive traffic, and grow your business.

With an increased desire for more visual advertising that draws attention to the eyes, Google has made it possible for marketers to create awareness, seek considerations, and enjoy conversion through ads that contain an image and a text. That’s where the best ad format recommended for driving action, Responsive Display Ads, come in—to create a larger, new, and attractive ad format that displays advertiser’s texts, image, and logo of choice. That brings about total control on customizing your ad. Previously, Google would match any of your website images, and that altered results.

Responsive display ads appear in the Google Display Network. That tells you that, based on your platform, your ad will have the potential to enjoy click-through rates (CTRs) from billions of internet users on the Google websites, mobile apps, and much more.

Let’s face it. Some marketers still find it challenging to cope with aggressive, innovative trends, especially on the ad formats and platforms. Without the basics, targeting, reaching, and speaking to the particular audience won’t come true— a sad reality.

In this guide, we’ll take you through the best ad format, three (3) great examples of ad format, how to get the most from each, and everything in between to help you stand out.

Let’s get started.

ads effectiveness

Responsive Display Ads Are The Ad Format Recommended for Driving Action

With such an extensive network of users across various platforms and on different devices, responsive display ads adjust their format, appearance, and size automatically to fit in a particular place. That means your ad appears small in one place, let’s say a phone screen, and larger on others, like on your desktop.

responsive display ads 1

Responsive display ads courtesy of Evening Standard website

When you decide to use these ads for your campaign, note the responsive display ad specs keenly to ensure your ad gets approval, and it’s appealing. When creating the display ad, upload up to 15 images and 5 logos to maximum, and use a short headline with less than 30 characters (at least 1, but 5 maximum).

Your long headline (main headline in larger ads), must be less than 90 characters. Include 1 to 5 descriptions with less than 90 characters. More so, your business or brand name. Finally, the URL where the audience clicks.

So how do responsive display ads work?

Simply put, Google analyzes your responsive display ad specs and automatically picks the best combination that guarantees maximum results. The main focus is on descriptions and the headlines. Only texts that complement the respective space get chosen, others get truncated. Images are scaled to fit in the individual space that the ad appears.

Why You Need Responsive Display Ads Format for Your Campaigns

You can optimize your ad: Through machine learning, Google makes it possible to combine your uploaded assets (images, video, headlines, and logo) appropriately in your ad to maximize its performance. 

Allows for dynamic remarketing: You get to customize your ad the way you want the previous audience to see it. With such settings, not forgetting the static and dynamic formats, it is possible to convert potential visitors because the display ad is well personalized to attract them.

You’ll save your time: Once you create a responsive display ad, you leave monitoring performance work to Google. More so, you don’t have to spend so much time and money managing ads and generating reports; you focus more on monitoring assets that need improvement.

The display ads enable extensive reach: Since Google assembles your assets and fixes them on the available space, the display will appear either as a native banner, dynamic text, or a video on the Display Network. Google will decide what to show to drive maximum action on the corresponding instance.

3 Great Examples of Ad Formats to Leverage

Whether you intend to place your ad on Google Network, or any social media platform, there are three (3) examples of ad formats that every marketer needs to know. They include:

Example #1. Text Ads

Text ads are quite straightforward, making them easy to produce, optimize, and consume. You don’t need some advanced skills to create text ads. With some creativity to set up a converting ad and a quite affordable budget, you’re good to go.

google text ads 1

Thanks to Google Ads Help

The components of a text ad include a headline, display URL, and the ad description. Your headline must capture attention because that’s where people focus on most. They are up to 3 with 30 characters maximum each. Again, their appearance varies based on where prospects view them.

You need at least one display URL that links to your landing page. The description area showcases the details about your service or product. One or two descriptions are enough to optimize your text ad for various screens. Consider adding a call to action, like “Buy new heels now,” to boost the buying intents. 

Hint: Every marketer, newbie, or veteran, who uses Google and related sites and is on a strict budget can leverage text ads for remarkable results. When coupled with text ads with ad extensions, you get to position your brand for top search results.

Example #2. Image Ads

Image ads are visual and allow you to decide on the graphic you want to use to promote your brand. You’ll need well-laid information and aesthetically appealing images to give your brand a visual appearance that motivates people to click your ad.

image ads

Image ad from Adventurous Kate

These ads are common in the Display Network and social media, especially Facebook and Instagram, because they easily reach the targeted audience. The ads appear in HTML5, GIF or Flash formats, animated image or static image.

Image ads have different sizes and shapes, and you need to ensure your image choice doesn’t interfere with the website experience. Some of the popular options include mobile size, leaderboard, skyscrapers, squares, and rectangles.

The main advantage with the image ads is that they maximize brand awareness if you have quality visuals and appropriate size, without you having to break the bank. Even when the targeted audience doesn’t click the ad, they’ll have seen it, which means increased awareness.

Hint: Take adequate time to create, optimize, and experiment your ad, and ensure the color, image, and text complement each other. Custom images generate fantastic results. If you find it challenging to maneuver, leverage the easy to use responsive display ads for the same purpose.

Example #3. Video Ads

Without a doubt, video ad campaigns are taking the advertising space by storm. It’s because of their visual nature that looks advanced and with more details that exceed the text and image ad format.

Video ads appear on social media and Google’s streaming site, YouTube. However, considering that YouTube attracts over 2 billion users monthly, it’s no brainer that it’s a powerhouse for marketers who want to enjoy crazy click-throughs and conversions from visual ads.

However, you’ll need to have a relevant video ad, that has followed the right formatting and best practices to enjoy results. The formats will influence where the ad appears, its play duration, the amount you pay, and much more.  Some of the most common video ad formats for YouTube include:

Skippable in-stream ads: The video ad plays prior to or during the video. When advertising, you’ll pay the moment the viewers spend the first five seconds on the ad. The duration of the ad varies, but under 3 minutes works perfectly.

Non-skippable in-stream ads: These ads don’t have a skip button. Advertisers prefer them simply because many people skip ads. These ads, which are less than 15 seconds, must be creative enough to attract the audience. The shortest “bumper ads,” goes for 6 seconds.

Discovery ads (previously called in-display ads): These are ads appearing on YouTube search results alongside the organic results once a user queries a specific keyword.

Non-video ads: Works perfect for those who want video ads without a video budget. Video overlays and display ads (with text image and call to action) fall in this category.

video ads 2

Video Ad Formats Courtesy of Google Ads Help

 Hint: The TrueView ad (Discovery ads and Skippable in-stream video ads) enables you to focus on target audience other than irrelevant views making video ads cost-effective, responsive, and tailored to meet your objectives.

Now, Create the Right Ad Format for Your Campaigns

Now that you already know which ad format is recommended for driving action in 2020, we’re confident that you’ll create the right ad format for your campaigns. It might seem an overwhelming affair, but knowing what’s best for you guarantees your business growth.

Need more clarification or help to create Google and social media ads that convert? Feel free to reach out to us at The Content Authority today!

Shawn Manaher

Shawn Manaher is the founder and CEO of The Content Authority. He's one part content manager, one part writing ninja organizer, and two parts leader of top content creators. You don't even want to know what he calls pancakes.

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