October 04 2022


PPC Ads You Find in the Search Landscape

When looking to advertise on Google, it can be intimidating to know what types of ads would work best for your business. There are so many types of ads and ad extensions that it’s easy to get confused. In this blog, we will review the basic ad types.

Search Ads

Search ads are the text-based ads that appear at the top and bottom of the page in Google search results and on other search engines. They appear much like organic results but are marked as ads in the upper left corner and have tons of opportunities to expand and take up more of the landscape with extensions. They are paid for on a cost-per-click (CPC) basis, so advertisers are only charged when their ad is actually clicked on. 

Expanded Text Ads 

Expanded text ads are composed of three headlines and two descriptions up to 90 characters each. These ads are fixed and will show the same every time. Starting June 30, 2022 however, users are no longer able to create or edit these types of ads. These ads are still important to know about as existing expanded text ads will continue to run and businesses will still be able to pause or resume any existing text ads. Google is transitioning to focus on responsive search ads. 

Responsive Search Ads 

Responsive search ads are composed of assets that Google mixes and matches to provide viewers with ads likely to reach the desired goal of the campaign. Assets include up to 15 headlines and four descriptions of up to 90 characters. Google will mix and match these headlines and display two to three headlines and one to two descriptions at a time. While Google is mixing and matching these headlines, it is learning how different combinations perform and which combinations are the most relevant for different queries. These ads often lead to lower CPC and higher click-through rates (CTR). 

For a brief visual overview of the ads discussed below, watch this quick video.

Shopping Ads

There are many versions of shopping ads in the search landscape and they can appear differently depending on if you are viewing them on a desktop or a mobile device. Shopping ads allow advertisers of products to promote their online and local inventory. They feature an image of the product, the product name, store name, and the price. In some cases, they also feature the product rating, special offers, and more. These ads are charged on CPC basis like search ads and are only available to those with E-Commerce websites.

Product Shopping Ads 

These ads are created using product data submitted in the Merchant Center. Google recommends supplying as much information as possible to make these ads work for your business.

Local Inventory Ads 

These are created by combining product data and inventory data submitted in the Merchant Center account. These ads look like other shopping ads but will have the distance to the store from your current location or a “Pick up today” button and are more common on mobile devices. Notice in the image of the mobile shopping ad above that there is a “Pick up today” icon. 

What Does This Mean for Me?

Understanding what these ads are and how they function will provide a better advertising experience for your customers and could yield a better return for your business. Managing these types of ads and keeping up with the various changes can be a challenge, which is why we recommend that you talk with your TopSpot Team about what ads are best for the products and services you offer.

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