{"id":6735,"date":"2019-11-27T09:53:22","date_gmt":"2019-11-27T15:53:22","guid":{"rendered":"https:\/\/www.topspot.com\/blog\/?p=6735"},"modified":"2021-04-15T12:25:10","modified_gmt":"2021-04-15T18:25:10","slug":"paid-search-ads-in-the-search-landscape","status":"publish","type":"post","link":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/","title":{"rendered":"A Visual Guide to Understanding Google&#8217;s Ad Features"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\" id=\"h-part-2-ppc-ad-features-and-what-they-mean-for-your-business\">Part 2: PPC Ad Features and What They Mean for Your Business<\/h3>\n\n\n\n<p>Paid search ads, also known as PPC or Pay-Per-Click ads, are the sponsored listings often found at the top and bottom of Google, Bing, Yahoo &amp; AOL search results. While the format of PPC Ads has <a rel=\"noreferrer noopener\" aria-label=\"evolved quite a bit over the years (opens in a new tab)\" href=\"https:\/\/searchengineland.com\/search-ad-labeling-history-google-bing-254332\" target=\"_blank\">evolved quite a bit over the years<\/a>,  these updates are typically done to meet the needs of your potential customers. However, these changes can also interfere with the amount of space allotted for your business and the other businesses competing for exposure on the first page of Google. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><strong>Google will show up to four text ads at the top of any given search results page, giving paid search ads a majority of the listings a user sees before even scrolling down. Even if you aren\u2019t currently utilizing PPC advertising in your online strategy, understanding how these results impact your search landscape is important to factor in. <\/strong><\/p><\/blockquote>\n\n\n\n<p>In Part 2 of our 3 Part Series, we will review the different paid search ad features being utilized within Google&#8217;s search landscape and how they can potentially impact your mobile, paid and organic marketing strategies.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-ad-extensions\">Ad Extensions<\/h4>\n\n\n\n<p>When conducting a search on Google, along with the text of the <a rel=\"noreferrer noopener\" aria-label=\"paid search ads (opens in a new tab)\" href=\"https:\/\/www.topspot.com\/pay-per-click-approach\/\" target=\"_blank\">paid search ads<\/a>, you will find a variety of ad extensions. While ad extensions have been around in some form or fashion <a rel=\"noreferrer noopener\" aria-label=\"since 2009 (opens in a new tab)\" href=\"https:\/\/adwords.googleblog.com\/2009\/11\/increasing-choice-and-relevancy-in.html\" target=\"_blank\">since 2009<\/a>, they have evolved quite a bit over the years. What began as a few additional links per ad has now grown to include a variety of features. (<a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/support.google.com\/google-ads\/answer\/7332837\" target=\"_blank\">You can view the full list of ad extension types here<\/a>)  <\/p>\n\n\n\n<p>Similar to&nbsp;the Rich Snippets <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"\/blog\/2019\/11\/identifying-the-new-search-landscape\/\" target=\"_blank\">we describe in Part 1<\/a>, Ad Extensions provide users with additional information about your business. Another added bonus is that Google will typically show two or three Ad Extensions per PPC Text Ad, giving each ad a large amount of real estate within the search engine results. <\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-4 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><a href=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/callouts-scrolling-sitelinks-call-extension.png\"><img loading=\"lazy\" decoding=\"async\" width=\"338\" height=\"700\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/callouts-scrolling-sitelinks-call-extension.png\" alt=\"Ad featuring Callout Extensions, Scrolling Sitelinks and Call Extension\" data-id=\"6826\" data-full-url=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/callouts-scrolling-sitelinks-call-extension.png\" data-link=\"https:\/\/www.topspot.com\/blog\/callouts-scrolling-sitelinks-call-extension\/\" class=\"wp-image-6826\" srcset=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/callouts-scrolling-sitelinks-call-extension.png 338w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/callouts-scrolling-sitelinks-call-extension-250x518.png 250w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/callouts-scrolling-sitelinks-call-extension-120x249.png 120w\" sizes=\"(max-width: 338px) 100vw, 338px\" \/><\/a><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><a href=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/message-extensions-scrolling-sitelinks-callouts.png\"><img loading=\"lazy\" decoding=\"async\" width=\"338\" height=\"700\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/message-extensions-scrolling-sitelinks-callouts.png\" alt=\"Ad with a Message Extension, Scrolling Sitelinks and Callouts\" data-id=\"6827\" data-full-url=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/message-extensions-scrolling-sitelinks-callouts.png\" data-link=\"https:\/\/www.topspot.com\/blog\/message-extensions-scrolling-sitelinks-callouts\/\" class=\"wp-image-6827\" srcset=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/message-extensions-scrolling-sitelinks-callouts.png 338w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/message-extensions-scrolling-sitelinks-callouts-250x518.png 250w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/message-extensions-scrolling-sitelinks-callouts-120x249.png 120w\" sizes=\"(max-width: 338px) 100vw, 338px\" \/><\/a><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><a href=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/pricing-extension.png\"><img loading=\"lazy\" decoding=\"async\" width=\"338\" height=\"700\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/pricing-extension.png\" alt=\"mobile PPC Ad with Pricing Extension\" data-id=\"6828\" data-full-url=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/pricing-extension.png\" data-link=\"https:\/\/www.topspot.com\/blog\/pricing-extension\/\" class=\"wp-image-6828\" srcset=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/pricing-extension.png 338w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/pricing-extension-250x518.png 250w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/pricing-extension-120x249.png 120w\" sizes=\"(max-width: 338px) 100vw, 338px\" \/><\/a><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><a href=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/structured-snippet-extension-call-callout-extensions.png\"><img loading=\"lazy\" decoding=\"async\" width=\"338\" height=\"700\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/structured-snippet-extension-call-callout-extensions.png\" alt=\"structured Snippet Extensions, plus callouts and call extension\" data-id=\"6829\" data-full-url=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/structured-snippet-extension-call-callout-extensions.png\" data-link=\"https:\/\/www.topspot.com\/blog\/structured-snippet-extension-call-callout-extensions\/\" class=\"wp-image-6829\" srcset=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/structured-snippet-extension-call-callout-extensions.png 338w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/structured-snippet-extension-call-callout-extensions-250x518.png 250w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/structured-snippet-extension-call-callout-extensions-120x249.png 120w\" sizes=\"(max-width: 338px) 100vw, 338px\" \/><\/a><\/figure><\/li><\/ul><\/figure>\n\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group__inner-container\"><\/div><\/div>\n\n\n\n<p class=\"has-text-align-center center has-text-color has-small-font-size\" style=\"color:#555d66\">The gallery above showcases some of the different Ad Extensions used within Google PPC ads. You can see that the PPC ads and their featured ad extensions encompass the mobile device&#8217;s screen, with a user having to scroll down to view any additional results.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-how-this-affects-your-marketing-strategy\"><strong>How This Affects Your Marketing Strategy<\/strong><\/h5>\n\n\n\n<p>If implemented strategically on an account, campaign and ad group level, the use of relevant ad extensions within your ad text can lead to a higher click-through-rate and a more qualified end-user.<\/p>\n\n\n\n<p>When looking at your marketing strategy from a mobile standpoint, ad extensions become even more important. Ad extensions provide more landscape for your company to be featured. And the more landscape taken up by ads, the more the organic listings are pushed down (as shown in the gallery above). With the rise of search traffic from mobile devices continuing to impact all online businesses, this is important to consider.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-shopping-ads\">Shopping Ads<\/h4>\n\n\n\n<p><a rel=\"noreferrer noopener\" aria-label=\"Google Shopping Ads (opens in a new tab)\" href=\"https:\/\/www.topspot.com\/product-listing-ads\/\" target=\"_blank\">Google Shopping Ads<\/a> are a PPC Ad type specifically for <a rel=\"noreferrer noopener\" aria-label=\"eCommerce websites  (opens in a new tab)\" href=\"https:\/\/www.topspot.com\/ecommerce-website-development\/\" target=\"_blank\">e-commerce websites <\/a>that showcase a company\u2019s products within Google\u2019s search landscape. <\/p>\n\n\n\n<p>Shopping Ads can appear at the top or on the right-hand side of Google\u2019s search results and are generated from product images and detailed information imported into Google&#8217;s Merchant Center. These ads are a great way to offer visuals and more information to users searching for what you offer.  <\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\"><div class=\"wp-block-group__inner-container\"><\/div><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a class=\"\" href=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/shopping-ad-on-top-above-text-ad.png\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"538\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/shopping-ad-on-top-above-text-ad-700x538.png\" alt=\"Google Shopping Ads featured above Text Ads\" class=\"wp-image-6850\" srcset=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/shopping-ad-on-top-above-text-ad-700x538.png 700w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/shopping-ad-on-top-above-text-ad-250x192.png 250w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/shopping-ad-on-top-above-text-ad-768x590.png 768w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/shopping-ad-on-top-above-text-ad-120x92.png 120w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/shopping-ad-on-top-above-text-ad.png 924w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<p class=\"has-text-align-center center has-text-color has-small-font-size\" style=\"color:#555d66\">Another benefit of shopping ads is the ability to also show regular PPC Text Ads at the same time. In the examples above, TopSpot Client Precision Plastic Ball is featured twice for a targeted search query, both listings are shown above the organic search results.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-how-this-affects-your-marketing-strategy-1\">How This Affects Your Marketing Strategy<\/h5>\n\n\n\n<p>With one out of every three clicks on Google paid search ads going to shopping ads (Source: <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/04\/01\/shopping-ads-benchmarks\" target=\"_blank\">WordStream<\/a>) plus to the chance to showcase your website twice before a user even sees the organic listings, it\u2019s easy to see why shopping ads are a great addition to any online strategy that can utilize them.<\/p>\n\n\n\n<p>But what do you do when you don\u2019t sell products through your website and shopping ads are appearing in the search landscape? It might mean that you need to reevaluate your content to see why your business is showing in this kind of landscape.  What sets you apart from businesses providing stock items? Do you manufacture custom products, only sell in bulk, etc?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-local-service-ads\">Local Service Ads<\/h4>\n\n\n\n<p>For businesses that offer professional services to a specific region, local service ads are excellent potential areas of growth. Users will find these results above all other <a aria-label=\"local PPC ads (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.topspot.com\/local-ppc-management\/\" target=\"_blank\">local PPC ads<\/a>, map listings, and organic search results.  Also, similar to Google Shopping Ads, a business&#8217;s regular text ads can also be shown in conjunction with your <a href=\"https:\/\/www.topspot.com\/blog\/2018\/12\/what-you-need-to-know-about-local-service-ads\/\">Local Service Ads<\/a>.  <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/local-service-ads.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"558\" src=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/local-service-ads-700x558.jpg\" alt=\"Local Service Ad and Regular Text Ad showing for 1 business\" class=\"wp-image-6860\" srcset=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/local-service-ads-700x558.jpg 700w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/local-service-ads-250x199.jpg 250w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/local-service-ads-768x612.jpg 768w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/local-service-ads-120x96.jpg 120w, https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/local-service-ads.jpg 812w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/a><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center has-text-color has-small-font-size\" style=\"color:#555d66\">Similar to shopping ads, a business can be displayed twice above the organic results if utilizing regular text ads in conjunction with local service ads.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\" id=\"h-how-this-affects-your-marketing-strategy-2\"><strong>How This Affects Your Marketing Strategy<\/strong><\/h5>\n\n\n\n<p>Because of their placement at the top of the page, these ads are also the first thing a mobile user sees when searching on their phones. If a map pack is showing in that landscape, your local service ad could appear there, as well.  Even if there is not an immediate conversion, this placement increases your chance of converting at a later point.  <\/p>\n\n\n\n<p>The average cost per lead is around $23 so it might be worth it to your business to consider these types of ads in your overall strategy. You can also be <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7195435\">refunded the charge<\/a> if the call turns out to be spam or not a valid lead.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-does-this-mean-for-your-business\"><strong>What Does This Mean&nbsp;For&nbsp;Your Business?<\/strong><\/h3>\n\n\n\n<p>When using an <a rel=\"noreferrer noopener\" aria-label=\"integrated marketing approach (opens in a new tab)\" href=\"https:\/\/www.topspot.com\/our-marketing-approach\/\" target=\"_blank\">integrated marketing approach<\/a>, paid search data can also be used in a variety of ways to expand your organic presence.&nbsp;Combining organic and paid search can increase your clicks by 25%, which can result in higher profits than when using just one or the other (source: <a href=\"http:\/\/searchengineland.com\/data-google-monthly-search-volume-dwarfs-rivals-mobile-advantage-269120\">Search Engine Land<\/a>).<\/p>\n\n\n\n<p>If you have been holding back on starting a PPC or paid search campaign, it might be time to reconsider. This is especially relevant if other businesses in your space are already using paid search to grow their online presence or if your potential customers are using mobile devices (which is growing every day for every industry). <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h4 class=\"has-vivid-cyan-blue-color has-text-color wp-block-heading\" id=\"h-read-part-3-of-our-3-part-series-maximizing-the-your-search-landscape\"><center><a href=\"https:\/\/www.topspot.com\/blog\/2019\/12\/maximizing-the-search-landscape\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read Part 3 of our 3-Part Series, Maximizing the Your Search Landscape!<\/a><\/center><\/h4>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" id=\"h-would-you-like-to-receive-more-information-like-this-sent-directly-to-your-inbox\">Would you like to receive more information like this, sent directly to your inbox?<\/h4>\n\n\n\n<h1 class=\"has-text-align-center wp-block-heading\" id=\"h-sign-up-for-our-newsletter\">Sign up for our newsletter<\/h1>\n\n\n\n<div class=\"wp-block-contact-form-7-contact-form-selector\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f10597-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/6735#wpcf7-f10597-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"10597\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.7.7\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f10597-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"forms\" style=\"margin-left: -15px\">\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"Website Form Submission\" type=\"hidden\" name=\"cf_lead_event\" \/>\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"Prospect\" type=\"hidden\" name=\"cf_account_status\" \/>\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"Newsletter (Only)\" type=\"hidden\" name=\"cf_web_form_type\" \/>\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"5;2;1;3;4\" type=\"hidden\" name=\"subscription_types\" \/>\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"\" type=\"hidden\" name=\"cf_date_lead_received\" \/>\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"1\" type=\"hidden\" name=\"subscription_status\" \/>\n<input class=\"wpcf7-form-control wpcf7-hidden\" value=\"\" type=\"hidden\" name=\"external_id\" \/>\n\t<fieldset>\n\t\t<p><span id=\"wpcf7-6ab5cebb55e74-wrapper\" class=\"wpcf7-form-control-wrap website-wrap\" ><label for=\"wpcf7-6ab5cebb55e74-field\" class=\"hp-message\">Please leave this field empty.<\/label><input id=\"wpcf7-6ab5cebb55e74-field\"  class=\"wpcf7-form-control wpcf7-text\" type=\"text\" name=\"website\" value=\"\" size=\"40\" tabindex=\"-1\" autocomplete=\"new-password\" \/><\/span>\n\t\t<\/p>\n\t\t<div class=\"input-group col-md-6 col-sm-6 col-xs-12\">\n\t\t\t<p><label for=\"your-name\">Your Name<span class=\"req\">*<\/span><\/label><span class=\"wpcf7-form-control-wrap\" data-name=\"your-name\"><input size=\"40\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"your-name\" \/><\/span>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<div class=\"input-group col-md-6 col-sm-6 col-xs-12\">\n\t\t\t<p><label for=\"your-email\">Your Email <span class=\"req\">*<\/span><\/label><span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" class=\"wpcf7-form-control wpcf7-text wpcf7-email wpcf7-validates-as-required wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<div class=\"input-group col-md-12 col-sm-12 col-xs-12\">\n\t\t\t<p><label for=\"your-company\">Your Company<\/label><span class=\"wpcf7-form-control-wrap\" data-name=\"your-company\"><input size=\"40\" class=\"wpcf7-form-control wpcf7-text\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"your-company\" \/><\/span>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p><input type=\"submit\" value=\"submit\" class=\"wpcf7-form-control wpcf7-submit submit blue-btn btn\" aria-invalid=\"false\" \/>\n\t\t<\/p>\n\t<\/fieldset>\n<\/div><p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"_wpcf7_ak_\"><label>&#916;<textarea name=\"_wpcf7_ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"_wpcf7_ak_js\" value=\"159\"\/><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\ndocument.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );\n\/* ]]> *\/\n<\/script>\n<\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"Even if you aren\u2019t currently utilizing PPC advertising, understanding how the different ad features can impact your search landscape is important to factor into your future strategies.","protected":false},"author":54,"featured_media":6897,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1222,8,4],"tags":[],"coauthors":[1248],"acf":[],"cp_meta_data":{"_edit_lock":["1655923521:31"],"_edit_last":["31"],"_yoast_wpseo_primary_category":["8"],"_yoast_wpseo_content_score":["60"],"_yoast_wpseo_focuskeywords":["[]"],"_yoast_wpseo_keywordsynonyms":["[\"ppc ads, pay per click ad\"]"],"_yoast_wpseo_focuskw":["paid search"],"_yoast_wpseo_metadesc":["Paid search ads are the sponsored listings often found at the top and bottom of search engine results pages and come in many formats."],"_yoast_wpseo_linkdex":["76"],"_yoast_wpseo_opengraph-description":["Even if you aren\u2019t currently utilizing PPC advertising, understanding how the different ad features can impact your search landscape is important to factor into your future strategies."],"_yoast_wpseo_twitter-description":["Even if you aren\u2019t currently utilizing PPC advertising, understanding how the different ad features can impact your search landscape is important to factor into your future strategies."],"_thumbnail_id":["6897"],"_yoast_wpseo_estimated-reading-time-minutes":["6"]},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.6 (Yoast SEO v23.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Visual Guide to Understanding Google&#039;s Ad Features - TopSpot Internet Marketing<\/title>\n<meta name=\"description\" content=\"Paid search ads are the sponsored listings often found at the top and bottom of search engine results pages and come in many formats.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Visual Guide to Understanding Google&#039;s Ad Features\" \/>\n<meta property=\"og:description\" content=\"Even if you aren\u2019t currently utilizing PPC advertising, understanding how the different ad features can impact your search landscape is important to factor into your future strategies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/\" \/>\n<meta property=\"og:site_name\" content=\"TopSpot Internet Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/topspotims\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-27T15:53:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-15T18:25:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1700\" \/>\n\t<meta property=\"og:image:height\" content=\"698\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"TopSpot Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Even if you aren\u2019t currently utilizing PPC advertising, understanding how the different ad features can impact your search landscape is important to factor into your future strategies.\" \/>\n<meta name=\"twitter:creator\" content=\"@topspotims\" \/>\n<meta name=\"twitter:site\" content=\"@topspotims\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"TopSpot Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/\"},\"author\":{\"name\":\"TopSpot Team\",\"@id\":\"https:\/\/www.topspot.com\/blog\/#\/schema\/person\/6a8d381f3785ab747350cba0e48c7d66\"},\"headline\":\"A Visual Guide to Understanding Google&#8217;s Ad Features\",\"datePublished\":\"2019-11-27T15:53:22+00:00\",\"dateModified\":\"2021-04-15T18:25:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/\"},\"wordCount\":1073,\"publisher\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png\",\"articleSection\":[\"Digital Marketing\",\"PPC\/SEM\",\"SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/\",\"url\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/\",\"name\":\"A Visual Guide to Understanding Google's Ad Features - TopSpot Internet Marketing\",\"isPartOf\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png\",\"datePublished\":\"2019-11-27T15:53:22+00:00\",\"dateModified\":\"2021-04-15T18:25:10+00:00\",\"description\":\"Paid search ads are the sponsored listings often found at the top and bottom of search engine results pages and come in many formats.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage\",\"url\":\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png\",\"contentUrl\":\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png\",\"width\":1700,\"height\":698},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"TopSpot Blog\",\"item\":\"https:\/\/www.topspot.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"PPC\/SEM\",\"item\":\"https:\/\/www.topspot.com\/blog\/tags\/ppc-sem\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"A Visual Guide to Understanding Google&#8217;s Ad Features\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.topspot.com\/blog\/#website\",\"url\":\"https:\/\/www.topspot.com\/blog\/\",\"name\":\"TopSpot Internet Marketing\",\"description\":\"Internet Marketing Trends &amp; Articles - Houston Search Marketing News\",\"publisher\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.topspot.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.topspot.com\/blog\/#organization\",\"name\":\"TopSpot Internet Marketing\",\"url\":\"https:\/\/www.topspot.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.topspot.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2024\/06\/TopSpot-Internet-Marketing-OBx.png\",\"contentUrl\":\"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2024\/06\/TopSpot-Internet-Marketing-OBx.png\",\"width\":250,\"height\":250,\"caption\":\"TopSpot Internet Marketing\"},\"image\":{\"@id\":\"https:\/\/www.topspot.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/topspotims\",\"https:\/\/x.com\/topspotims\",\"https:\/\/www.instagram.com\/topspotims\/\",\"https:\/\/www.linkedin.com\/company\/topspot-internet-marketing\/\",\"https:\/\/www.youtube.com\/user\/gotopspotims\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.topspot.com\/blog\/#\/schema\/person\/6a8d381f3785ab747350cba0e48c7d66\",\"name\":\"TopSpot Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.topspot.com\/blog\/#\/schema\/person\/image\/ecb1cec1357a9587302443ce20cf04ff\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/62445a76abe301eafa5e278e7dda13a1?s=96&r=pg\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/62445a76abe301eafa5e278e7dda13a1?s=96&r=pg\",\"caption\":\"TopSpot Team\"},\"url\":\"https:\/\/www.topspot.com\/blog\/author\/topspot-team\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"A Visual Guide to Understanding Google's Ad Features - TopSpot Internet Marketing","description":"Paid search ads are the sponsored listings often found at the top and bottom of search engine results pages and come in many formats.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/","og_locale":"en_US","og_type":"article","og_title":"A Visual Guide to Understanding Google's Ad Features","og_description":"Even if you aren\u2019t currently utilizing PPC advertising, understanding how the different ad features can impact your search landscape is important to factor into your future strategies.","og_url":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/","og_site_name":"TopSpot Internet Marketing","article_publisher":"https:\/\/www.facebook.com\/topspotims","article_published_time":"2019-11-27T15:53:22+00:00","article_modified_time":"2021-04-15T18:25:10+00:00","og_image":[{"width":1700,"height":698,"url":"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png","type":"image\/png"}],"author":"TopSpot Team","twitter_card":"summary_large_image","twitter_description":"Even if you aren\u2019t currently utilizing PPC advertising, understanding how the different ad features can impact your search landscape is important to factor into your future strategies.","twitter_creator":"@topspotims","twitter_site":"@topspotims","twitter_misc":{"Written by":"TopSpot Team","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#article","isPartOf":{"@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/"},"author":{"name":"TopSpot Team","@id":"https:\/\/www.topspot.com\/blog\/#\/schema\/person\/6a8d381f3785ab747350cba0e48c7d66"},"headline":"A Visual Guide to Understanding Google&#8217;s Ad Features","datePublished":"2019-11-27T15:53:22+00:00","dateModified":"2021-04-15T18:25:10+00:00","mainEntityOfPage":{"@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/"},"wordCount":1073,"publisher":{"@id":"https:\/\/www.topspot.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage"},"thumbnailUrl":"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png","articleSection":["Digital Marketing","PPC\/SEM","SEO"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/","url":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/","name":"A Visual Guide to Understanding Google's Ad Features - TopSpot Internet Marketing","isPartOf":{"@id":"https:\/\/www.topspot.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage"},"image":{"@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage"},"thumbnailUrl":"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png","datePublished":"2019-11-27T15:53:22+00:00","dateModified":"2021-04-15T18:25:10+00:00","description":"Paid search ads are the sponsored listings often found at the top and bottom of search engine results pages and come in many formats.","breadcrumb":{"@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#primaryimage","url":"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png","contentUrl":"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2019\/11\/ppc-landscape.png","width":1700,"height":698},{"@type":"BreadcrumbList","@id":"https:\/\/www.topspot.com\/blog\/2019\/11\/paid-search-ads-in-the-search-landscape\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"TopSpot Blog","item":"https:\/\/www.topspot.com\/blog\/"},{"@type":"ListItem","position":2,"name":"PPC\/SEM","item":"https:\/\/www.topspot.com\/blog\/tags\/ppc-sem\/"},{"@type":"ListItem","position":3,"name":"A Visual Guide to Understanding Google&#8217;s Ad Features"}]},{"@type":"WebSite","@id":"https:\/\/www.topspot.com\/blog\/#website","url":"https:\/\/www.topspot.com\/blog\/","name":"TopSpot Internet Marketing","description":"Internet Marketing Trends &amp; Articles - Houston Search Marketing News","publisher":{"@id":"https:\/\/www.topspot.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.topspot.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.topspot.com\/blog\/#organization","name":"TopSpot Internet Marketing","url":"https:\/\/www.topspot.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.topspot.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2024\/06\/TopSpot-Internet-Marketing-OBx.png","contentUrl":"https:\/\/www.topspot.com\/blog\/wp-content\/uploads\/2024\/06\/TopSpot-Internet-Marketing-OBx.png","width":250,"height":250,"caption":"TopSpot Internet Marketing"},"image":{"@id":"https:\/\/www.topspot.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/topspotims","https:\/\/x.com\/topspotims","https:\/\/www.instagram.com\/topspotims\/","https:\/\/www.linkedin.com\/company\/topspot-internet-marketing\/","https:\/\/www.youtube.com\/user\/gotopspotims"]},{"@type":"Person","@id":"https:\/\/www.topspot.com\/blog\/#\/schema\/person\/6a8d381f3785ab747350cba0e48c7d66","name":"TopSpot Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.topspot.com\/blog\/#\/schema\/person\/image\/ecb1cec1357a9587302443ce20cf04ff","url":"https:\/\/secure.gravatar.com\/avatar\/62445a76abe301eafa5e278e7dda13a1?s=96&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/62445a76abe301eafa5e278e7dda13a1?s=96&r=pg","caption":"TopSpot Team"},"url":"https:\/\/www.topspot.com\/blog\/author\/topspot-team\/"}]}},"_links":{"self":[{"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/posts\/6735"}],"collection":[{"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/comments?post=6735"}],"version-history":[{"count":66,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/posts\/6735\/revisions"}],"predecessor-version":[{"id":10763,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/posts\/6735\/revisions\/10763"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/media\/6897"}],"wp:attachment":[{"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/media?parent=6735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/categories?post=6735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/tags?post=6735"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.topspot.com\/blog\/wp-json\/wp\/v2\/coauthors?post=6735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}